You can find a list of 15 points to consider in guidelines for outside counsel at the website of Global Law Review. The points touch no new areas, except one: “terms on which outside counsel may use the relationship with you for promotional purposes.”
Every now and then, ads quote a general counsel or articles refer to a client of a law firm. That permission by the law department to allow the firm to market with the department’s name has value. Part of the tradeoffs of billing rates and other terms can include rights to use a company’s name or a law department member’s name to market.