Connecting the Dots: How Legal Marketers Can Collaborate Across Functions

When we talk about collaboration in law firms, it’s often within the marketing and business development team: communications, events, or business development. But some of the most powerful partnerships happen outside of marketing. Finance, IT, operations, HR: these departments all have valuable perspectives, data, and processes that can strengthen your work and the firm’s overall strategy.

At a recent panel discussion at LMA Tech West x Southwest, I had the chance to explore this topic with colleagues from finance, knowledge management, operations and marketing. Here are a few of my favorite takeaways that every legal marketer can use to build stronger, more strategic partnerships across the firm.

1. Collaborate on Communications and Processes

Marketing can help other departments shine.
Brad Williamson, Director of Revenue, Brownstein Hyatt Farber Schreck, LLP, shared how his firm’s marketing team helped brand the collections process, creating a client-facing experience that not only looked and felt consistent with the firm’s identity but also improved response rates. A simple example of how marketing’s creative expertise can support other administrative priorities.

Shared systems and structure matter.
Rachel Shields Williams, Product Management Director, Client Intelligence, Sidley Austin LLP, emphasized the value of a shared taxonomy. When teams use the same language, templates, and file structures, it eliminates confusion and helps everyone find and use information efficiently. For marketers, this consistency can mean cleaner data, smoother reporting, and better collaboration across departments.

2. Tell the Whole Story When You Ask for Help

One of the biggest lessons I’ve learned (and something I emphasize often in training) is the importance of context. When marketers ask for something like “a top client list,” we sometimes forget to explain why we need it. Doing so helps others deliver exactly what you need - or even share something better you didn’t know existed. Being transparent about your goals turns a one-off ask into an opportunity to provide real value.

3. Collaborate Early on Big Investments

When a firm is making a major investment, like bringing on a lateral group or opening a new office, collaboration across functions is critical. As Brad pointed out, “Marketing should be at the table early.” Finance needs clear timelines and ROI expectations; marketing needs to understand the growth vision; IT needs to anticipate integrations. Agreeing on goals up front prevents misalignment later and ensures everyone’s work supports the same outcome.

The same goes for RFPs. Collaborating with finance, the general counsel’s office, and operations helps firms identify potential conflicts, assess client payment history, and prioritize opportunities that make sense for the firm’s long-term strategy.

As Michelle Friends, Chief Marketing and Business Development Officer at Hanson Bridgett LLP, noted, RFPs are a prime example of where cross-department collaboration truly shines. “There are occasions where RFPs can pass conflicts,” she explained, “but collaboration with our GC and finance teams has been critical in helping us add structure to the process and confidently decide when to move forward - or not.”

4. Look for Hidden Opportunities to Collaborate

Succession planning is a great example of a firm initiative that benefits from marketing’s involvement. When marketing partners closely with pricing, the team can look at transitions not only from a communications perspective but also through the lens of profitability.

As Michelle noted, this is where marketers can add real strategic value: we can draft client communications and plan outreach, but to do it effectively, we need to understand the full transition story: who’s taking over, what the client relationship looks like, and how the firm is positioning the next generation of leaders. That collaboration ensures a smoother client experience and a stronger business outcome.

5. Be Curious and Proactive

As Rachel reminded the audience, “Ask why.” Not as gatekeeping, but as genuine curiosity. Understanding what other teams measure, how they track success, and what challenges they face can reveal opportunities to collaborate in ways that make everyone’s job easier.

Those small moments of curiosity are what make you a connector - and ultimately, a more strategic marketer and member of the team.