Every single day, law firms are making leadership changes.
It’s great to see succession at work.
The tough thing is, stepping into leadership means more than just overseeing legal work—it means driving growth. Business development and marketing are no longer side functions; they are core to your firm’s success.
To position your firm for sustainable growth, here are a few observations:
You’re Not Just Selling Legal Services—You’re Building Relationships
Business development isn’t about pitching—it’s about cultivating meaningful connections.
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Understand your clients’ industries, pain points, and business goals
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Encourage proactive guidance instead of just reacting to legal issues
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Regularly check in with clients beyond the work cycle
Reminder: The best law firms don’t just provide legal solutions; they act as strategic business partners.
Partner with Your CMO—They’re Your Growth Visionary (and Architect)
Your CMO is one of your most valuable allies. They have deep insights into the firm’s brand, client perception, and competitive positioning. Too often, firm leaders underutilize this resource.
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Understand your firm’s marketing capabilities and gaps
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Align on strategic priorities and what’s needed to execute them
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Support key initiatives—whether it’s digital transformation, thought leadership, or client experience improvements
Reminder: Your CMO likely has a “strategic wish list”—initiatives that could significantly enhance firm growth if properly supported. Prioritize a growth agenda together to ensure BD and marketing efforts align with your firm’s goals.
Your Lawyers Are Your Best Marketers—Empower Them
Rainmaking isn’t just for a select few. The strongest firms encourage all lawyers to contribute to BD.
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Invest in BD training and mentorship
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Set expectations for networking, speaking engagements, and content creation
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Provide the necessary time and budget
Data Drives Growth
BD and marketing efforts should be strategic and measurable. Use data to:
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Measure effectiveness—what’s driving engagement and leads?
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Gather client feedback to refine service offerings and identify growth areas
Reminder: If you’re not tracking what works (embrace CRM), you’re making decisions in the dark. A data-driven approach helps optimize your firm’s growth efforts.
Culture Is Your Secret Growth Weapon
The firms that grow aren’t just technically excellent; they foster a culture of collaboration, client service, and innovation.
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Align the firm around a shared vision
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Encourage cross-practice collaboration and knowledge sharing
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Stay open to new approaches, from tech adoption to service innovation
Reminder: Growth happens when BD and marketing are embraced firm-wide—not just at the top.
As a leader, your role goes beyond managing—it’s about driving sustainable growth. That means embracing collaboration with your partners and CMO to ensure your firm continues to evolve.
