Roundtable Roundup – Law-Firm Marketing Leaders

We recently hosted a roundtable with law-firm marketing and business development leaders to discuss the challenges and priorities shaping their work. From hiring challenges to the rapid adoption of AI tools to ongoing struggles with data hygiene and reporting, the conversation touched on a range of issues.

Here are the key themes from the discussion:

Talent gaps and generational divides

• Talent shortages remain a challenge as firms hold off on hiring – despite strong financial performance – due to the broader economic and political uncertainty. (A trend we’re seeing across all industries, for sure.)
• There are still lingering effects from the 2021-2022 hiring surge, when many professionals were promoted prematurely into roles they weren’t fully prepared for.
• A generational divide is also emerging – younger professionals are eager to participate in events, but often lack the necessary networking and business development skills. One of the leaders mentioned they’ve created cross-selling training that includes scenario role-playing, with peers offering feedback.

AI – managing adoption, governance and client expectations

• As their clients continue to incorporate AI technology into their operations, law firms are under pressure to adopt similar capabilities – and demonstrate AI domain expertise.
• All of the roundtable participants are actively testing and adopting AI tools, including both enterprise platforms like ChatGPT and CoPilot and proprietary in-house systems, to assist with content creation, social media messaging, and internal efficiencies.
• As AI tools are more widely adopted across the firm, there’s an increased need for AI governance to ensure responsible use.

Data continues to be a challenge

• Data and reporting were a challenge mentioned by all of the participants, particularly in terms of encouraging attorneys to input data on a consistent and accurate basis.
• There was a clear demand for better reporting frameworks to support business development efforts and demonstrate marketing ROI.

Our conversation highlighted how law-firm leaders are adapting to a changing landscape while navigating resource gaps, emerging technologies, and the ongoing need for smarter, more strategic reporting.