Episode 68 - Todd Arritola of Winstead on the role of Marketing & BD in driving change in the modern-day firm

Marketing and business development functions within the legal world often become synonymous with one another.  There are distinct differences in their roles and lessons that law firms can take from the world’s leading professional services firms when it comes to driving change.

 

Someone who has brought ‘Big Four’ industry experience to his role in legal is Todd Arritola, Chief Business Development Officer at Winstead. Eugene McCormick has the pleasure of sitting down with Todd to talk about the changing role of Marketing and Business Development in the modern-day law firm and how they are becoming the catalysts for business transformation.

Eugene and Todd discuss:

• Todd’s career journey, from his time in some of the Big Four accountancies to his current role at Winstead
• The key differences between Marketing & Business Development at the Big Four compared to those within legal, and the lessons that legal Marketing and BD teams can learn from outside the industry
• How Marketing and  BD departments can gain that seat at the table and have a real influence on the direction of the business
• What the move to industry focus vs practice focus in legal means for Marketing and BD departments and what their role is in that movement
• The importance of having a business mindset and thinking like a business partner when it comes to clients and how BD professionals can position themselves in that way
• What a successfully positioned marketing & BD team looks like and examples of firms that are headed in the right direction
• The challenges or potential pitfalls for BD teams looking to take this approach
• Advice for legal professionals looking to take their business development practices to the next level