Marketing experts have long pressed lawyers to genuflect at the altar of existing client relationships, arguing that law firms grow faster and more efficiently by expanding their business with the clients they already have.
It’s a lesson that hasn’t been lost on the marketing team at DLA Piper, which has begun rolling out an ambitious program aimed at helping its lawyers grow their business. The initiative, which the firm first introduced in pilot form last year, uses internal data to address revenue loss from existing clients and reverse those trends.
So far only a fraction of the firm’s 3,600 lawyers are participating. But for those that do, the rewards can be great, according to Barbara Taylor, the firm’s U.S. chief marketing officer.
