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The economy is recovering, although not as rapidly or steadily as we would like, according to a recent analysis by Robert Denney Associates Inc. It is already apparent, according to the firm, that this recession will have a far greater impact on the legal profession than any previous recession. In turn, it is time for firm leaders to shift from survival management to recovery and strategic management.
Law firms are facing challenges they have never faced before and for which there are few, if any, precedents. These are some of the areas where these challenges will occur, according to Robert Denney Associates Inc., and where firm leaders should now focus their attention.
Leadership and management. Managers often have a short-range perspective. Leaders, on the other hand, typically need to have a long-range perspective and a vision. They also need to build consensus throughout the firm for achieving that vision. Leadership is different from management. Right now, both are critical.
Firm and practice management structure. The Managing Partner/President/CEO should focus on strategic issues and external factors – especially clients. But, in large and mid-sized firms, this top-level manager should focus solely on running the firm and should not have any personal client responsibilities. There should be a senior management team including an Executive Committee, a Chief Operating Officer (or co-Managing Partner) and Practice Group leaders. All positions should have job descriptions, and the partners in these positions need to be given sufficient non-billable time to fulfill their management responsibilities.
Management compensation. The members of the senior management team should have compensation plans that reward them for assuming their management responsibilities and for their performance as leaders and managers.
Strategic planning. This is more important than ever before. But, in addition to the basic plan, there need to be alternative plans as well, based on “what if” scenarios.
Implementation. Many firms develop plans – firm, practice group, client team, individual lawyer – but never implement them. Plans mean nothing unless they are implemented – and the results monitored.
Fees and providing value. While there is a growing trend toward alternative fee arrangements, the billable hour is not dead. Flexibility and creativity are needed to ensure that clients are comfortable with billing arrangements and believe they are receiving “value” – which, in many cases, just means lower fees or discounts on hourly rates.
Capital. A law firm is a business, and every business requires sufficient capital to support operations as well as growth. Yet most law firms are under-capitalized because they do not require the partners to contribute sufficient capital, either at the time they are admitted to the partnership or as the firm grows. In fact, there are still firms that do not require partners to contribute any capital – i.e., invest in the firm and become true owners.
Partner compensation. A firm’s compensation system needs to recognize not only billable hours or collections, but also each partner’s total contribution to the firm. This requires a subjective review of objective data. Some firms have even recently removed billable hours from the determination.
Profitability. Maintaining or increasing profitability should no longer depend on raising rates each year. Firms must manage their work and operations more efficiently. Leverage is still the principal source of profitability. But leverage now includes not only delegating work to lower-fee timekeepers, but also making maximum use of technology. Outsourcing, even in small and mid-sized firms, can also be a key source of profit.
Succession planning. This has become essential for both client responsibility and management. There should be a written policy that is applied on a case-by-case basis. Gradual adjustments in compensation must be part of the program. (Look for a comprehensive article on this topic in the May/June 2010 issue of Legal Management, ALA’s educational magazine.)
Senior partners. Many partners in their 60s, 70s and even 80s want to continue to be active and can make productive contributions to the firm in various ways. Management should recognize this and take advantage of this pool of talent.
Associate training and development. A small but increasing number of firms have already recognized that lockstep promotion and compensation should be halted. An apprenticeship or similar program should be instituted, followed later by merit promotion and compensation. In turn, firms must provide sufficient time and resources to individually monitor and evaluate each associate’s development.
Indoctrinating lateral entries. Despite the great increase in lateral entries in firms of all sizes, most still do not sufficiently integrate these new partners or associates into their operations, practices and cultures. As a result, cross-marketing opportunities are missed, and some of the most-sought-after laterals subsequently leave for other firms.
Culling the herd. Layoffs serve not just to reduce expenses or increase net income per partner, but also to raise the performance level – and morale – of individuals in the firm. Disruptive and unproductive people – attorneys as well as staff – must be eliminated. This should start with a review of equity partners.
Marketing and business development. Now is not the appropriate time to spend precious marketing and business development dollars on flashy and ego-centric campaigns. But it is time to return to the basics and be certain that the firm and the lawyers are focusing on current clients, target clients, target industries and new practice areas that will grow and be the most profitable.
Robert Denney Associates, Inc.contributed this article for publication in ALA Currents.
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