Clients want fewer but deeper relationships - giving law firms the opportunity to create more balanced 'partnering' relationships, according to Matthew Fuller, White & Case's director of business development and marketing. Mr Fuller, who is discussing law firm pitching at this year's Law Firm Marketing Forum, says law firms need to listen to clients and find solutions to their problems and challenges. In turn, business development professionals have to quite simply 'demonstrate value to the partners – be that critical link. We are in a privileged position at the centre of the business – we need to use this effectively –information is king. Many partners have just never experienced good and valuable BD.'

Better project management

The key trends impacting the business development and marketing functions are the focus on measuring value, disruptive technology and globalisation, Mr Fuller, who is the author of  Strategic Tendering for Professional Services, says. 'We are constantly looking at ways in which we can deliver our services more efficiently. Pricing is tight, so we have to work out how we can project manage better. In BD, we look at ways in which we can demonstrate value to our clients. We seek to have more senior people on the front line with partners acting as advisors and have the execution done efficiently behind the scenes – using technology as much as we can.'

Pitching - the masterclass

Speaking at the Law Firm Marketing  on Pitching and Panel Selection - Inspiring and building client relationships - will join a panel focusing on: 

• The pitching process - from pre-pitch to post-pitch.

• Implementing a pitch pipeline, tailoring your client message and creating an effective strategy.

• The GC perspective: Why client needs are paramount to successful pitches and how to meet them.

• How organisations are rationalising their panels.

• What impact does relationship management have – for firms and for GCs?

For further information on the Law Firm Marketing Summit in London on 7 November, contact benmartin@globalcitymedia.com