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Law Firm Marketing and Business Development

Engaging Lawyers in a Follow-Up Initiative: A Case Study

A look at a recent group coaching initiative at a major law firm. Having had success with group coaching in the past, the CMO established a six-month pilot program and chose eight attorneys to participate. Here's what happened.


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Logan Patterson, a seasoned legal marketer with 20 years of experience in the field, was recently hired as CMO of a medium-size law firm. He finds that a small group of elite rainmakers generates the lion’s share of the firm’s revenue, and he shares leadership’s concern about the long-term sustainability of certain practice areas, since many of the rainmakers are quickly approaching retirement age.

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