The Funnel: Illustrating the Link Between Sales and Marketing in Law Firms

November 2005

The Legal Marketing Association New England Chapter's October 2005 luncheon seminar featured a panel of marketing execs from
McDermont Will & Emory, Kirkpatrick & Lockhart, and Greenfield/ Belzer. They warned that the "pendulum swing in law firms from marketing to sales is dangerous... they must be linked.”

The panel shared a simple yet illuminating diagram, known as "The Funnel" that nicely demonstrates the distinctness as well as the collaborative nature of sales and marketing functions in professional service firms.

Since a picture is worth a thousand words, I took copious notes and transformed them into this 3-page PDF diagram you may find useful to help communicate to others in your firm the relationship between sales and marketing.

Download The Funnel diagram