Use humans for strategy and technology for the mundane

Nora Navin, Senior Director of Center of Excellence, Professional and Legal Services at QorusDocs

Over the years working in and with law and professional services firms, I’ve seen firsthand how the roles of marketing and business development have evolved. Today, Business Development/Marketing are at the forefront of digital transformation in your firm - and that’s a good thing. It gives you the opportunity to influence department strategy and directly contribute to business growth. BDM are also close to the point of revenue generation, so making the best use of your time is critical.

Here’s my guidance: 

Double down on what drives results. Across the board, we see the greatest return from efforts like bespoke content development for proposals, customizing standard materials, developing thought leadership, and coaching attorneys/partners/directors on business development. These are the areas where your time should be focused.

At the same time, don’t be afraid to ask technology to do the work that’s not delivering value. By automating tasks such as copying/pasting materials scattered across your firm, requesting bios kept on laptops, and digging through thousands of case studies/experience records to find the appropriate ones for a new RFP response, you can focus on the more strategic and meaningful content creation. You can also pitch more, which means you drive more revenue, even if the win rate stays the same. 

When it comes to AI and automation, the ability to have technology work for you is endless. AI can shred the RFP, suggest team profiles and case studies, rewrite content from a similar project, and much more. Many firms are still finding their footing with AI and pitch automation - and that’s perfectly okay. My advice: just get started. Even small steps can reveal more efficient (and even more enjoyable) ways of working.

Tools like QorusDocs make it easy to reuse bios, streamline case study/experience content, and accelerate proposal creation. Technology shouldn’t just help you move faster - it should help you move smarter. Embrace the opportunity.

I hope you find this helpful.

Warm regards,

Nora