And the law marketers frequently wage an uphill battle in convincing lawyers to focus on competing with the Big Five. Donna L.G. Shaft, a speaker at the MDP seminar, has worked with lawyers in marketing and practice development for more than 15 years. But lawyers only make it legal. She joined Mr. Schaller in criticizing the ABA response to competition from accountants. The response has been legalistic.
Lawyers look to the ABA for direction.
She insisted that this must change, and encouraged law marketers to educate lawyers about the changing business environment. Ms. Shaft recited staggering statistics. Law firm marketers have their work cut out for them. Of course, so do advocates of MDPs. In the ensuing litigation, the lawyers will have the home turf, but the battle will have many of them, and their marketers, siding with the accountants.