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Calibrate Insights > Firm Renews Marketing & BD Function

Having recruited a new marketing/business development leader, an AmLaw 200 firm wished to understand the contribution and activities of the current Marketing and Business Development team before making structural and operational changes.  Calibrate was engaged to conduct a 360-degree assessment of the function, with recommendations to assist in decision making.

Calibrate first conducted an analysis of how the team was spending its time.  Using a lightweight time capture tool, Calibrate supported the team in recording 2,500 hours of time, and allocating it to 44 categories of work.  The resulting report provided a visual analysis of the team’s time by task, lawyer, industry and practice group.  Calibrate also interviewed 20 team members to assess their skills against a competency matrix, and provided an in-depth report on the firm’s marketing technology, processes and data.

The firm received a realistic, fact-based report on the capabilities and infrastructure supporting the Marketing and BD function.  This report armed the leader to make key decisions that aligned the function with the firm’s growth objectives.