Over the past 25 years, law firms have spent lots of money on a series of marketing initiatives, from brochures way back in the early '90s, to PR, to events, then on to website, and now social media. IMO, they've all shared one characteristic: they were all sales-avoidance expenditures. The repeated hope was, maybe this marketing thing will get us business (and we won't have to sell). The downturn of 2008, and the resulting reset that's being referred to as The New Normal, means that those sales-avoidance hopes must now give way to reality. There are no businesses on the planet where sales isn't a mission-critical function.

Read this article to get yourself grounded.

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