By Art Kuesel and Tim Noworyta
Internal marketing at many firms consists of distributing copies of the firm's brochure to partners and staff. Others primarily develop firm mission and values statements and occasionally mention them at staff meetings.
Smart firms, however, use internal marketing to motivate employees, whose performance, in turn, helps the firm achieve its growth and profitability goals. Their management realizes that for employees to deliver quality client service – and to stay on board – they must understand how their work meaningfully contributes to the success of the firm and its clients, and hence to their own advancement.
"We know we can't take care of clients if we don't take care of our people first," says Kayte Steinert-Threlkeld, CMO at Anchin, Block & Anchin, LLP, in New York City. "We make our employees happy so they can keep our clients happy and the firm successful. It's a win-win for everyone involved."
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