With cloud computing being all the
rage, be very cautious about thinking that you can undertake your business
development activities from behind your desk utilizing only your computer. It
is true that the "clouds" may actually increase efficiency in handling and
collaborating with your client on a case or transaction. The danger arises when
it comes to marketing in that such efficiency also reduces face time, and THAT
can be bad.
What raised this red flag in my mind
was an article
on Attorney at Work by Jack Newton, president of Clio, a web-based practice management systems
Granted his article focused on
secure, efficient virtual client service, not specifically on marketing. His
It isn't that I take issue with the
basic premise espoused by Newton, in fact, I even endorse his viewpoint from a
legal project management standpoint - which is all about efficiency. But from a
marketing perspective, not so much. My concern is that it may make it way too
easy for lawyers to have more excuses (not that they need any more) to avoid
spending quality face time with clients for business development purposes.
It's tough enough getting lawyers
out from behind their desks, if cloud computing helps fuel the actuality of
even less face time, it does not bode well for successful business development
by those same lawyers.
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