There is a consensus that data can be used more impactfully by legal marketers and BD professionals. The fact that data is important is undisputed, however, the best practice for actually using data day-to-day as part of marketing and BD efforts is not as well understood. 

We're lucky to be discussing that with Sarah-Jane Howitt, Partner at Weightmans on this edition of the CMO Series. Sarah-Jane is responsible for the firm's client relationship management, new business creation and communications and joins Charles Cousins to talk about their data-driven approach to effective BD.

Sarah-Jane and Charles explore:

• Weightmans’ approach to data and how it’s changed since Sarah-Jane joined the firm
• Why a data-driven approach is a strength for the firm when it is such a challenge for many other firms
• What it took to make data available & useful across the firm
• How BD & Marketing professionals at Weightmans use data day-to-day
• The interactions lawyers and partners have with data
• The other ways the firm is using data today that are really valuable
• Advice to CMOs looking to make data one of their strengths