How to increase Managing Partners' interest in BD

Cold calls? Buses with adverts driving through the city? Most lawyers have only vague ideas about what Business Development professionals do and what their own role in all of this should be. "Lawyers became lawyers because they did not want to deal with marketing", says Stephen Denyer, International Development Partner at Allen & Overy.

That is where BD and marketing staff can get attention, says Stefanie Hoogklimmer. Being Global Head of Client Relationship Management for Allen & Overy, Stefanie knows very well what she is talking about. She gave the second session at the PM Forum on August, 28th, which was kindly hosted by Allen & Overy in Frankfurt. About 20 marketing and BD experts from all over Germany came to learn more on how to increase Managing Partners' interest in BD.

Basically, BD has to identify the strategic challenges the Managing Partner has, Stefanie explained: "Understanding the personality, the likes and dislikes and where the partner is really good at helps too with tailoring your approach", she remarks.

"BD has a whole toolbox that can help partners to achieve their strategic aims“, Stefanie said.

And what if partners don’t want to come along? Internal communication is key. Stefanie: "Building up peer pressure by spreading the news on good examples helps."