Law firm Quinn Emanuel Urquhart & Sullivan LLP just changed the entire business development game by announcing that the firm rolled out a new bonus structure that requires associates to complete marketing projects. This raises the question whether other law firms will begin following suit by tasking their associates to handle more of the business development responsibilities. Should this happen, associates will need to brush up on their marketing skills.
To help associates navigate this new terrain, Law360 recently published the article, "5 Ways Associates Can Ramp Up Their Marketing." The article quotes Jaffe's President of Marketing & Business Development, Terry M. Isner, who says that associates today have a leg up on their older cohort because of their familiarity with modern marketing technologies, including social media.
"It’s terrific because this generation is already very comfortable with today’s marketing tools because they’re already practicing it," he said. "The beauty is you can achieve so much more with less effort and less marketing dollars today.”
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