Business of Law

Business of Law for Braxton Franchisees

Competency in the Business of Law has become essential for legal marketers because they have become
not just marketing specialists, but also non-lawyer business professionals in the operations, management
and growth of their firms. This means they must understand the full range of factors involved. To be
successful, they need to function not just as skilled marketers and managers of their departments, but
also as leaders and members of the senior management team—which a growing number of firms now
recognize.
Two of the keys to developing this competency are: 1) to study and understand the entire operations of the firm, and
2) to offer recommendations for improvements in almost any area including management, increasing profitability
and both measuring and improving ROI wherever possible. ■

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