Attorney Marketing Training Program Helps Associates Develop SkillsNovember 01, 2007
To help G&K associates develop critical career skills beyond substantive training in the law, the firm implemented more structured career development programs in 2004. As part of this initiative, a basic internal Attorney Marketing Training Program (AMTP) was created. Because marketing and business development are founded on relationship-building, and relationships take time to grow, G&K offers the program to second-year associates and above.
"It is important for us to expose our younger associates to marketing concepts so that they will be able to recognize opportunities and form good marketing habits early on in their careers," said Rick Bliss, Managing Partner. "We don't expect our associates to bring actual business through the door until much later in their careers, but we recognize that developing relationships that may eventually bear fruit can take years."
The AMTP is composed of three monthly large group sessions, followed by small group roundtable discussions and attorney networking dinners to foster camaraderie and enhance internal marketing efforts. Presentations at the large group sessions are delivered by one to three shareholders who are particularly knowledgeable about and skilled in the subject matter. The fall 2006 AMTP covered topics such as the lawyer's changing marketing role, law firm economics, internal and external marketing, developing a personal marketing plan, and generating new business.
Jennifer Peterson, a member of the Litigation, Media and Insurance practice groups in the firm's Madison office, found it beneficial to hear from several shareholders in the large-group sessions about their different approaches to marketing. "Then, the small-group sessions allowed us to take the ideas we'd heard and discuss how to develop and implement our own marketing plans," she said.
"The program was helpful in that it provided associates with a better understanding of some of the important elements of a successful firm, such as law firm economics and the process of generating new business," added Matthew Burkert, a member of the Corporate Practice Group in the firm's Milwaukee office. "In particular, it was interesting to learn more about the positive and negative marketing experiences of the shareholders, which may be useful for personal business development efforts in the future."
The practice of law is becoming increasingly competitive. This program is designed to provide G&K associates with tools to help them prosper in this competitive environment while helping to build the firm.