What Law Firm Growth Really Means Now

Author: Hannah Smith

We recently wrapped our Managing Partner Roundtable retreat, and I left with a few takeaways I think many in the legal marketing community will find relevant—especially as we head into mid-year planning conversations.

A Clear Theme Emerged: Law Firm Leaders Are Sharpening Their Growth Strategies

They’re doubling down on key client relationships, taking a more strategic approach to lateral recruitment, and investing in initiatives that align with long-term firm goals.

Recruiting came up often—not just how to do it, but how to do it well. There’s a growing recognition that attracting the right laterals and associates requires more than a strong brand or a good recruiter. It demands better networks. And not just the networks of existing partners.

Here’s Where Marketing and Business Development Teams Come In

These teams know the firm’s story, understand cultural alignment, and—often overlooked—have deep professional networks of their own. They know which partners and associates at prior firms were engaged, collaborative, and took business development seriously. When activated thoughtfully, these networks can surface candidates with both strategic value and cultural fit—people who might otherwise be missed.

It’s a reminder that meaningful growth—whether through hiring or business development—often stems from connections just outside the obvious path. That idea is at the heart of The Short List, where David Ackert explores how curated networks and warm referrals can help firms identify the right relationships, whether they’re business opportunities or key hires.

At PipelinePlus, we host executive roundtables for law firm leaders—Managing Partners, CMOs, COOs, and CFOs—to create space for candid conversations around growth, talent, and strategy. These discussions consistently reinforce one truth: intentional relationship-building drives smarter, more sustainable growth.

If these ideas resonate, let’s keep the conversation going. Learn more about our executive roundtables and request an invite here.