Lawyers Neglect This Resource for Deepening Client Relationships
Based on an insight by Megan Senese, as published in Bloomberg Law.
When lawyers think about strengthening client relationships, they often focus on client meetings, legal work, and responsiveness. All of those things matter.
But there is another resource inside many firms that is frequently underutilized: the marketing and business development team.
As Megan Senese explains in Bloomberg Law, these professionals can do far more than coordinate events, update biographies, or prepare pitches. When engaged strategically, they can help lawyers deepen client relationships, better understand client needs, and create opportunities for long-term growth.
Looking Beyond Traditional Marketing Support
Many lawyers view marketing and business development as a support function rather than a strategic one.
As a result, they may only involve these teams when a proposal is due, an event is approaching, or a directory submission needs attention.
The missed opportunity is that marketing and business development professionals often have access to valuable client intelligence, industry insights, relationship data, and strategic planning tools that can strengthen client engagement throughout the year.
Building Stronger Client Connections
Strong client relationships rarely happen by accident.
They are built through thoughtful communication, consistent engagement, and a genuine understanding of what matters most to the client.
Marketing and business development teams can help lawyers identify meaningful touchpoints, uncover cross-selling opportunities, track relationship activity, and develop client account plans that keep important relationships moving forward.
These efforts help lawyers become more proactive rather than reactive in their client service approach.
Turning Information Into Action
One of the most valuable contributions these teams provide is helping lawyers transform information into action.
Whether it is monitoring industry trends, identifying business opportunities, researching client priorities, or coordinating strategic outreach, marketing and business development professionals can help lawyers engage clients in more relevant and meaningful ways.
The result is often stronger relationships and a deeper understanding of how the firm can provide value beyond a single matter.
A Strategic Partner for Growth
The firms that get the most value from their marketing and business development teams are the ones that treat them as strategic partners.
When lawyers collaborate closely with these professionals, they gain access to insights, planning, and support that can strengthen client relationships and uncover new opportunities.
As Megan Senese notes in Bloomberg Law, one of the most effective resources for deepening client relationships may already be sitting inside the firm. The key is recognizing its full potential.
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