Legal Marketing Is a Team Sport

Over thanksgiving weekend, in a Montreal hotel lobby, I spotted a cluster of matching suitcases with identical jackets draped over them, each one with “Canada” in bold letters across the back. I turned to my family and asked, “Do you think they’re part of Team Canada, travelling together, prepping for the winter Olympics?” My family wasn’t nearly as curious, but they could see the pure joy and excitement all over my face. That moment made me think about the best legal marketing teams I know, because they operate the same way. They win when they’re focused, when moving in the same direction, and prioritizing three fundamental things: working hard, trusting teammates, and building resilience.

Working hard is a game-changer

Working hard in legal marketing isn’t just about putting in the hours – it’s about understanding that brilliant strategy means nothing without flawless execution. Take a proposal: you can have the strongest win themes and be pitching the most experienced team, but if you can’t stick to the timeline, coordination breaks down, or the final presentation lacks polish, all that strategic thinking goes to waste. The best marketing leaders understand this balance – they’re thinking three steps ahead while ensuring every detail gets handled today. It’s this dual focus that transforms a group of talented individuals into a winning team.

Trusting your teammates is a competitive edge

Trusting your teammates in legal marketing means creating an environment where ideas flow freely and everyone feels empowered to contribute their expertise. The most successful marketing teams ensure that everyone has a voice – the business development coordinator knows they can flag issues without hesitation, the events manager knows leadership has their back when a key client event hits complications, and the proposal writer knows that a practice group leader will provide critical and strategic input. This trust is built through consistent and transparent communication where team members listen to understand, not just to respond. When that trust is in place, breakthrough moments happen. Trust means giving people room to excel at their position while ensuring the entire team has what it needs to win together.

Building resilience is the name of the game

Building resilience is where legal marketing teams show what they’re made of – rejection of ideas, last-minute changes, and impossible deadlines are all part of the game. The difference between marketing teams that thrive and teams that just survive is how they respond when things get tough. Resilient teams don’t crumble when an idea gets rejected – they analyze what they learned, extract what can be used moving forward, and plan their next play. Constructive feedback from a lawyer or client becomes market intelligence that strengthens the next opportunity. The most determined teams know that persistence often outlasts the competition – while some may back down (or even give up!), they dig deeper, pivot to a new approach, and drive fresh ideas forward. Resilience isn’t just individual toughness – it’s about building teams that thrive under pressure and bounce back stronger.

I’ve just rejoined a firm where I spent close to a decade early in my career. Part of why I returned is that I want to build a high-performing team – one that works hard, trusts each other, and stays resilient. Just like that (potential) Team Canada squad that I spotted in Montreal, we’re going to move as one and focus on winning.