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For successful law firms, failing to develop an annual business and marketing plan won’t likely result in the firm’s demise. But it could be argued that firms that “fail to plan” don’t achieve all that they could.
Pick a date to plan for the coming year. Whether you sequester yourself in a room or find inspiration from a scenic view, alone or with a small group, the most important step is to commit to a day, time and place to begin.
Identify what you want to accomplish over the next twelve months. Consider defining your goals with the S.M.A.R.T. technique, making sure they are specific, measurable, achievable, results-focused, and time- bound.
Determine the resources you are willing to commit to achieve your goals. Many resources, including the Legal Marketing Association, recommend an annual spend of 2% to 4% of total revenues.
Allow for adjustments to your plan by revisiting it once a quarter and fine-tuning it based on new information, shifting priorities or the results you are (or are not) seeing.
Whether you ask a trusted colleague for insights or simply present the final plans to your organization, putting it in front of others engenders accountability and can propel you forward when you might be tempted to leave things undone.
Some aspects of your annual plan will be driven by the calendar, whether it’s deadlines for submissions to lists or the first Monday in October, you may need build your calendar based on what’s happening with someone else’s calendar.
Avoid the disappointment of doing too much and not doing any of it well. Identify a few key action items to devote your attention to. Repeat what works, remove what doesn’t and add something more in your next planning session.
