Passle CMO Series Podcast

Episode 94 - Katie Munroe of Zuckerman Spaeder on Creating a Culture of Client Service Straight out of the Gate

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By shifting the business development mindset from asking for work to offering assistance with problem-solving, you will not only deepen relationships but improve your likelihood of generating new business.  


Whether a new entrant to the associate ranks or a recent lateral hire, all lawyers have an opportunity to make a positive impact on their firm’s bottom line with this approach. On today’s episode of the CMO Series, Ed Lovatt welcomes Katie Munroe, Chief Marketing Officer at Zuckerman Spaeder, to discuss their method for cultivating a service-oriented mindset and why Zuckerman Spaeder is investing in a BD training program to shape the next generation of lawyers.

Ed and Katie discuss:

  • How Zuckerman Spaeder brought in new work historically and how that has shifted in the last few years
  • The importance of investing in developing new firm attorneys – whether junior lawyers or lateral hires
  • The new business development curriculum for lawyers Katie is developing and how it supports good client service
  • The generational differences between junior associates fresh out of law school to those who’ve been in the role for a number of years and how to tailor business development training to meet their expectations and leverage their strengths
  • The importance of networking opportunities for attorneys early in their career and how distinct that approach is at Zuckerman
  • The ideal mix when it comes to a more traditional, in-person approach to BD in a digital-first world
  • Advice for marketing and BD leaders looking to develop the next generation of lawyers in their firm
    • ...more
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