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Building a Business Development Culture and Strategy: A Management Guide for Law Firm Leadership

Coming Soon Building a Business Development Culture and Strategy: A Management Guide for Law Firm Leadership

Building a Business Development Culture and Strategy: A Management Guide for Law Firm Leadership

Author: Deborah Farone
Publisher: Globe Law and Business
ISBN: 9781837231911
Published In: August 2026
Jurisdiction: U.K. ? Disclaimer:
Countri(es) stated herein are used as reference only

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What does it take to develop and sustain a culture that values marketing, business development, and client care as shared responsibilities across the firm? Drawing on decades of experience advising law firm leaders, chief marketing officers, and partners, Building a Business Development Culture and Strategy provides senior management and practice leaders with actionable strategies for integrating business development into their organization's fabric.

Through practical frameworks, candid interviews with firm chairs and CMOs, and real-world examples, the book shows how to empower professionals at every level to contribute to the firm's brand and growth. Not only does it demystify how a strong marketing culture is built – from leadership vision and governance to talent development, systems, and incentives – it helps readers understand how to do this in the context of complex, partnership-based environments.

Now more than ever, firms are recognizing that isolated efforts, such as one-off trainings, CRM implementations, or inspirational retreats, won't transform behaviors. What's needed is a holistic approach driven from the top. This book fills that gap by offering managing partners, COOs, CMOs, and practice leaders a blueprint for building marketing cultures that align with firm strategy, reward collaboration, and sustain client loyalty.

Introduction

By Deborah Farone

Part 1: Core Marketing and Business Development

Chapter 1: Building a firmwide marketing strategy – aligning marketing goals with firm vision and client needs

By David McClune, Davis Polk

Chapter 2: Brand positioning and differentiation – how a clear value proposition shapes client perception

By Brandie Knox, principal and creative director, Knox Design Strategy

Part 2: Getting into the Tactics

Chapter 3: Client relationships as strategic capital – building enduring key client account programs

By JeanMarie Campbell, Jenner and Block

Chapter 4: Reframing cross-selling as cross-investing – breaking silos to increase revenue across practices and offices

By Julie Henson, Decipher Partners

Chapter 5: Cross-selling and collaboration

By Heidi Gardner

Chapter 6: Thought leadership and content strategy – elevating the firm's expertise through articles, webinars, podcasts, and events

By Jamie Diaferia and Andrew Longstreth, Infinite Global

Chapter 7: Embedding a business development mindset – helping lawyers see BD as part of their professional identity

By Trish Lilley, Barnes & Thornburg

Part 3: Developing Human Resources

Chapter 8: How internal communications impact behavior, knowledge-sharing, and engagement

By Allan Schoenberg, chief communications officer, and Renate Wagner,

director of internal communications, Vinson & Elkins

Chapter 9: The link between BD culture and wellbeing

By Renee Branson

Part 4: Operations and Change Management

Chapter 10: Innovation and technology adoption – leveraging AI, automation, and analytics to enhance BD outcomes

By Jennifer Leonard, Creative Lawyering

Chapter 11: Budgeting and ROI measurement – ensuring marketing investments deliver measurable value

By Monica Rodriguez Kuniyoshi, Gundersen Dettmer

Chapter 12: Lateral integration and onboarding – using marketing strategy to accelerate success for new partners

By Jessica Grayson, Stradley Ronon

Part 5: Client-Centric Focus

Chapter 13: Succession planning and knowledge transfer – ensuring BD continuity when leaders retire or move on

By Ida Abbott, Ida Abbott Consulting

Chapter 14: Partner compensation and incentives – how compensation models influence BD behaviors

By Tim Corcoran

Chapter 15: Digital presence and online reputation

By Jaron Rubenstein, tech strategist

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