I always want to know what enables law firms to operate and grow when it comes to marketing and business development.
Last week, I had a chance to participate a terrific webinar moderated by Paula Viera of Mattos Filho, featuring Daphne O’Connor of Arnold & Porter, Sarah Heaton Concannon of Quinn Emanuel and Jean Marie Campbell of Jenner & Block.
What struck me most was how practical the conversation was. This wasn’t theory. It was how firms actually operate and grow.
Here are five takeaways that I think will resonate with CMOs and law firm leaders:
— 1. Culture drives business development more than we admit.
It shapes how lawyers show up, what clients they attract, and even how laterals succeed (or don’t). The firms that are clear about who they are tend to perform better.
–2. Marketing strategy has to be internal before it is external.
If lawyers can’t explain the firm’s positioning in simple terms, the strategy isn’t landing. CMOs today are as much change managers as they are marketers.
–3. LinkedIn is no longer optional.
It is not “social media.” It is how relationships start, stay warm, and sometimes turn into business. The most effective lawyers are using it in simple, consistent, authentic ways.
–4. Business development needs structure and follow-through.
Plans alone don’t work. The firms that see results are the ones that set clear goals, assign accountability, and revisit progress regularly.
–5. The firms that will win are the ones willing to experiment.
Whether it is AI, new roles, or different approaches to client engagement, the common thread is a willingness to try, learn, and adapt quickly.
One additional point that stayed with me:
The most successful firms are not treating marketing or business development as separate functions. They are deeply integrated into how the firm actually operates.
Are these trends consistent with what you are experiencing?
A big thank you to Toni Jaeger Fine for bringing together such a thoughtful group.
