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Learn how Dykema became the go-to law firm in four targeted industries from Garrett Kelly, the business development manager who made it happen. Find out how they picked targets, assembled teams to pursue them, measured their performance and generated $30 for each dollar they spent. This white paper is based on the popular Webinar with hosts, Larry Bodine, Esq. and Michael G. Cummings.
The objective of Dykema’s Business Development plan was to increase market share with existing clients and to identify new clients who would benefit from its strengths. The effort succeeded phenomenally:
- Final results yielded just over $6 million in revenue -- 210% of their target -- in one year.
- They exceeded cross-selling and new client revenue goals by more than double.
- New revenue was 30 times greater than their expenditure.
If you want these kinds of results from your business development (“BD”) program, take the advice of Garrett Kelly, the firm’s business development manager in this white paper based on the original live webcast. (You can review Garrett's biography, below.) A newcomer to law firm marketing, he applied principles he learned in software sales and applied them to get the firm a big financial benefit.
Larry Bodine, Esq. and Michael Cummings of Apollo Business Development interviewed Garrett about how he and the firm’s marketing team implemented the following:
 1) They Established Goals
Target industries were identified and goals developed for each. Dykema set goals for activities and for new business obtained from both new and existing clients. The firm also set goals for involvement in industry organizations, speaking engagements and networking within each of the target industries. Tune in to hear how the firm used internal and market research to pick its targets and pursue them.
2) Dykema Established Plans
The target industries would all benefit from Dykema’s existing strengths, practice group growth areas, and value of Dykema’s services. They were:
- Automotive
- Financial Institutions
- Energy Transportation and Infrastructure
- Pharmaceutical
Purchase this white paper to discover how the Dykema BD team worked with lawyer industry teams to identify clients with cross-selling potential, and also to identify new clients that fit Dykema’s target profiles and could most benefit from Dykema’s expertise.
 3) Dykema Identified Areas of Differentiation
Mr. Kelly worked with the Marketing Department to develop industry-specific marketing materials including web content, brochures, artwork, PR efforts, industry events and articles for industry publications. Find out how Dykema coordinated this approach into an integrated plan.
4) Dykema Kept Score
The business development team tracked results against the plan from the onset, releasing periodic updates to Dykema management. The proves the axiom, “what gets measured, gets done.” Listen to the program and find out which data the firm tracked – and how it led to a solid financial outcome.
Purchasers will receive a PDF copy of the white paper.
Click here to view the Table of Contents
 About Garrett Kelly
Garrett joined Dykema Gossett PLLC as Business Development Manager in 2007. The firm is a 400-lawyer and government policy professional firm with 10 offices in California, Illinois, Michigan, Texas and Washington, D.C.
His prior background, however, was 20 years of sales in the automation and computer software business -- and it served him well in law firm business development. He had held positions including:
- Regional Sales Manager for BigMachines
- Senior Account Executive at the SAS Institute
- Business Development Manager at HK Systems
- Manager, Government Sales for the Jervis B. Webb Company
He attended the University of Michigan - Stephen M. Ross School of Business, to obtain an MBA in Marketing and Finance in 1992. He is a 1984 graduate of the University of Michigan.
Dykema represents retailers, financial corporations, banks, insurers, manufacturers, professional service organizations, telecommunication firms, utilities, transportation companies, contractors and real estate concerns, as well as small businesses, partnerships and individuals. Dykema currently does business with 41 of the Fortune 50 companies. The firm's client roster includes Bank of America, Bayer, Brunswick Corporation, Chrysler Corporation, Ford Motor Company, General Motors, Honda North America, Inc., and Sears.
More than 65 practice areas are represented by its six departments:
- Business Services
- Employment
- Intellectual Property and Litigation
- Litigation
- Real Estate and Environmental Services
- Regulated Industries
Among the firm's accolades are being:
- Ranked as one of the top 200 law firms in the U.S. American Lawyer, 2008
- Ranked as one of the top 100 law firms in the U.S. for pro bono work. American Lawyer, 2008
- Named as one of the top 100 law firms for diversity. Multicultural Law, 2008
- Named as one of the top Midwest real estate law firms. Midwest Real Estate News, 2007
- Recognized as a leading Michigan law firm. Chambers USA, 2008
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