What does March Madness have in common with legal marketing and BD?

A lot, as it turns out.  As a tried-and-true sports fan, there are certain events I look forward to all year: the Masters in April, all 18 weeks of the NFL season, the MLB playoffs in October, and March Madness.

Watching the tournament this weekend, I was, for the first time, struck by how many similarities there are between this sporting event, and a career in legal marketing and BD.  Sure, both require skill, preparation, and the ability to thrive under pressure – but then again, so do most careers, and most sports.

Tell me a story

It is not the strategy involved, or the competitive nature of the tournament – these are standard across all sports and businesses.  What draws people to the “dance” is the storytelling: the background details, the deep dives on the players, the underdog tales, the dramatic upsets.

As legal M&BD professionals, our roles require us to highlight a firm’s strengths and successes, much of which can be, and should be, done through storytelling.  Perhaps not with the dramatic music or emotional nature of the stories we see during March Madness, but still, we must create an engaging narrative that can showcase the firm’s capabilities, illustrate its human element, and differentiate it from others in a very crowded market.

Anyone can talk facts and figures, but those that excel in this field can take those relevant data points and craft a unique story that resonates with clients.

Playing the long game

College basketball is a long season.  Each team will have amazing victories and hard-fought losses long before the tournament is even in sight.  Same with legal M&BD: the day-to-day work will be simultaneously relentless and rewarding long before it’s gametime (be it a significant pitch or RFP, a campaign, an event, or other high stakes project.)  Staying the course and being able to ride out the highs and lows will always benefit you in the long run.

Being adaptable

If we know one thing for certain during March Madness, it is that we cannot predict what will happen.  Number one seeds can fall to the sixteenth seed, teams that are favored can suffer injuries, and an unknown school can upend a bracket in minute.

The unpredictable nature of the tournament is very similar to the shifting landscape of our work, and we must be willing to adapt to unexpected changes to be successful. Everything from internal firm dynamics to economic conditions to new regulations can turn our “brackets” upside down.  Just as with the tournament, however, embracing these changes – and expecting the unexpected - can result in victory.

About the author

Erin Lawler is Ambition's Client and Markets Advisor. With over 20 years of experience in legal marketing and business development, she brings deep industry expertise to support law firm clients in their hiring needs.

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