Ten Questions With Sarah Beakes
1. How did you start working in/with the legal marketing industry?
The software development industry was my introduction to the marketing/business development world. Talk about a different environment compared to a law firm! It was time for a change and a friend of mine was leaving her legal marketing job to go to law school. She suggested I interview for her position and the rest is history. It seems like a lot of us ended up in this industry based on chance and/or luck. I’ve yet to meet a legal marketer that knew this is what they wanted to do when they grew up.
2. How do you describe your job to people outside of the legal industry?
I find a lot of people aren’t generally educated about the business of law and are surprised to hear about the significant amount of time, energy and financial investment required to run a successful law firm that continuously exceeds client expectations. I tell people my role is to help inform, guide and implement firm strategies related to attracting and retaining new clients while keeping current clients happy. If their eyes haven’t glazed over by then, I get into more specifics.
3. What’s the best part of your work and why?
I love working with smart people. The law firm environment can be a lot of things, some of which aren’t always fun to deal with, but you’re always surrounded by great thinkers that keep you on your toes. I appreciate that on a daily basis.
4. How do you deal with “impossible” situations?
Simple. I put on my Super Legal Marketer cape, turn on my Jedi mind reading abilities and within seconds deliver miracles on a silver platter. On the rare occasion when that doesn’t work, there’s always happy hour.
5. If you were to build the “perfect” legal marketer, what skill(s) would they most need?
Inherent business development instincts (not everyone sees the world through a business development lens); dogged determination (nothing moves quickly at a law firm); chameleon-like ability to change approach based on circumstance and the individuals involved (no two firms or attorneys work the same way); and a strong sense of self (critical to be taken seriously). And the ability to laugh – none of us would make it through a week if we couldn’t find humor in our chaotic and exciting professional lives.
6. If you could have any job other than what you currently do, what would that be?
Professional photographer – either in the National Geographic vein where I’m taking pictures of far away people and places, or go the Annie Leibovitz route taking creative portraits of musicians and other influential artists and leaders.
7. What are your passions outside of work?
Music is a big one. I could include the number of concerts I’ve been to in recent years but won’t for fear you’ll think I have a problem. For me, there’s nothing like live music to lift you up and show you the best that life has to offer.
I’m also very passionate about animals. I recently rescued a dog from the local shelter and it has been an incredibly rewarding experience. I want to find a way to help animals who will then in turn help people. I recently read about a homeless shelter that allows folks to keep their dogs and cats with them. People and pets alike are well cared for. I love that and want to find a way to emulate that sort of service.
8. What’s your favorite guilty pleasure?
To call it a “guilty” pleasure would mean that I feel at all guilty about enjoying it… I don’t have any of those. Life is short, enjoy it without guilt!
9. Why did you join LMA and is it the same reason you are still a member?
I wanted a group of people I could bounce ideas off of and who could relate to what it is that I spend my time on every day. These are still the reasons why I’m involved.
10. What’s your best LMA memory?
Rather than having one specific memory, I’ve more enjoyed the off the record conversations I’ve had with fellow LMA members about how they’ve approached something, how things work at their firms, etc. I think having a trusted group of compatriots is what LMA provides for all of us.
CONTACT INFORMATION:
Sarah Beakes
Senior Business Development Manager
Alston & Bird LLP
333 South Hope Street
16th Floor
Los Angeles, CA 90071
Phone: (213) 576-1000
Fax: (213) 576-1100
Website: http://www.alston.com/