Lawyers need to build up trust with their business development and marketing colleagues in a shrinking marketplace where brand strength is key, according to a top European business development professional.  Speaking in the run-up to the Law Firm Marketing Summit, Andrea Miskolczi of Austrian law firm Wolf Theiss pointed to three  industry trends which are impacting the law firm model and changing the role of business development and marketing professionals. These are: the growth of inhouse teams and the in-sourcing of legal work, the digitalisation of legal services delivery and the commoditisation and unbundling of legal work which impacted how law firms do business.

Shrinking marketplace

Ms Miskolczi said that BDM professionals needed to help lawyers find 'innovative ways  to deliver legal services.' In a shrinking market, this means helping strengthen the brand so that market share can grow. Ms Miskolczi said this also meant that lawyers need to trust their BDM colleagues and allow them to talk to clients. “From a strategic point of view, BDM professionals should help lawyers to find innovative ways to deliver legal services, to achieve a better understanding of the client and its business. From a marketing point of view, help strengthen the brand so that in a shrinking market the market share can grow.'

Four strategies

Ms Miskolczi, who will be speaking at the summit,  said that for law firms to succeed in the delivery of legal services, they needed to have four essential strategies: 'Lean and transparent, technology-supported delivery processes, build business understanding, invest in people with client management, communication skills. For further information on attending the Law Firm Marketing Summit in London on 7 November, contact benmartin@globalcitymedia.com