Nearly 48% of lateral partners leave their new firms within five years.
That statistic from Decipher Investigative Intelligence came as a wake-up call during a session I recently co-led with legal recruiter Scott Love at the LMA Northeast Regional Conference — and it’s one that continues to surprise people every time I share it.
Every firm celebrates when a lateral partner joins. There’s a press release and a round of handshakes. But six months later, the more important question is: Has that lawyer truly integrated into the business, culture, and client base of the firm?
Scott and I explored how the marketing and business development team can be the engine that drives better integration and long-term success. Here are seven ways firms can get it right:
1. Map the workflow early — and make it systematic.
A successful integration starts long before the new partner walks through the door. Firms that excel treat this as a process, not an event. That means identifying the lateral strategically, aligned with the firm’s growth priorities. Have the lateral complete a thoughtful intake questionnaire that captures client relationships, industry experience, and target opportunities — and share both its design and results with marketing and BD. Connect them immediately to the right internal partners, clients, and networks. Assign a “quarterback” who ensures introductions happen, progress is tracked, and the new partner isn’t navigating alone. Follow up with regular check-ins and metrics at 3, 6, and 12 months.
2. Make marketing a strategic partner.
Marketing should help align messaging, shape positioning, and communicate how the new hire strengthens the firm’s story.
3. Tell a compelling story.
Make it clear not just who joined, but why it matters. Explain how this move benefits clients, enhances capabilities, or supports firm strategy.
4. Help laterals pitch internally.
Teach them how to articulate what they do, what clients they serve, and when colleagues should bring them in. There is a real art to this.
5. Leverage client intelligence.
Use CRM and client data to understand where their strengths intersect with firm relationships and cross-selling opportunities.
6. Build a visibility plan.
Co-create a six- to twelve-month plan for thought leadership, events, and internal collaboration.
7. Measure integration.
Survey, track introductions, review pipeline progress, and celebrate early wins.
Marketing and business development professionals can play a pivotal role in transforming laterals from headline hires into long-term contributors. That’s when the real growth begins.
How does your firm support lateral integration? I’d love to hear what’s working for you.
