Lawyers have a funny relationship with the word 'sales'. They like the business that comes in as a result of sales, but they're not too keen on doing the selling themselves. Conceptually, this poses a bit of a conundrum. The product that all law firms sell is their fee-earners' knowledge, but somehow for a lot of firms, the selling of this product falls under the remit of business development or marketing teams.

Fusion is needed. Business Development and Marketing teams need to empower their fee-earners to showcase their product, or rather their expertise, to their market. This starts with two things:

1. Giving the lawyers a means of demonstrating their knowledge to the people that will be buying it.

2. Effectively explaining to the lawyers why they should be doing this. If done correctly, they'll be engaging for their own benefit, not for the benefit of their colleagues in the marketing department.