What is it that separates uber-successful firms from those struggling to develop business? Why is it some partners are able to make it rain new business while others encounter only droplets? Deborah Farone, who served as the CMO for two of the country’s most prestigious law firms, Cravath Swaine & Moore and Debevoise & Plimpton, has been in the center of building best practices and helping lawyers become rainmakers for many years. Through her new book, she provides a treasure map for anyone involved in marketing a law firm.
Best Practices in Law Firm Business Development and Marketing contains the results of Farone’s interviews with firm chairs, chief marketing officers and legal visionaries and provides real-world examples and actionable advice. Some of the best practices come from small firms; others from multi-nationals. In today’s legal ecosystem, with accounting firms, legal process outsourcers and other third-party providers nipping at the heels of law firms, the timing for this book is perfect. She will share information that can be scaled to the needs of a large international law firm as well as to a solo practitioner.
Best Practices includes perspectives from Farone as well as from professionals at law firms, associations and consulting firms, including: the ABA, Allen & Overy, The American Lawyer, CLOC, Debevoise & Plimpton, Dechert, Glaxo, Gunderson Dettmer, Proskauer Rose, Macfarlanes, Orrick, Skadden, Weil, Wilkinson Walsh + Eskovitz and many others. A special element within the book are the “Think Pieces” bylined by experts in legal marketing.
Our speaker: Deborah Brightman Farone
“Deborah Farone is the leading expert in law firm marketing. Not only has she studied this complex topic from the peak of the legal profession, her research into what works and what doesn’t is priceless for anyone interested in growing their business.”
Heidi K. Gardner, PhD, Distinguished Fellow at Harvard Law School’s Center on the Legal Profession
Deborah served as chief marketing officer at two of the world’s most successful law firms. At both firms, she built and led their marketing communications and business development departments. She also held positions as a marketing specialist at two global advisory firms, Willis Towers Watson and Ketchum. Deborah taught at New York University and is a former president of the Legal Marketing Association’s New York Chapter. In 2017, she launched her consulting practice, Farone Advisors LLC, where she advises law and other professional service firms on business strategy and marketing. You can follow her on Twitter at @deborahfarone and view her website at deborahfarone.com or order her book at www.pli.edu/BestPractices