A defined program. A measurable outcome.

01

Weeks 1–3

Find the gap.

Before anything else, we need a clear picture of what the marketing function is actually producing. The assessment maps how your firm invests in marketing and BD, where the spend is going, and what measurable activity it is generating.

• Structured interviews with attorneys and marketing leadership
• Audit of marketing department capacity, workflow, and output
• Review of current BD activity by practice group
• Gap analysis: where investment is not translating into measurable opportunity

02

Weeks 4–10

Teach the skill.

The assessment tells us where the breakdown is. Training addresses it directly. Structured workshops teach attorneys how to brief the department, own a BD strategy, and generate measurable activity from the marketing investment already in place.

• Workshop series: typically three to five sessions over six weeks
• Curriculum built from Assessment findings, not a standard template
• Practice-level breakouts so sessions stay relevant to each group
• Attorney BD Playbook: a firm-specific reference document each attorney keeps

03

Weeks 11–24

Make it stick.

Training creates awareness. Coaching creates change. The 90-day coaching phase works with individual attorneys on real BD situations: specific opportunities, specific relationships, and specific campaigns in motion with their marketing director.

• Individual coaching sessions: typically bi-weekly per attorney
• Focused on live BD situations, not hypotheticals
• Direct collaboration with your marketing director when relevant
• Progress tracking against the BD behavior targets set in Phase 2