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Law Firm Marketing and Business DevelopmentMarketing the Law FirmFeatures

Proposal Generation Is Failing Law Firms — and It’s Costing Them Work

By Jason Noble
June 30, 2025

Clients now demand faster, more tailored responses. Seventy percent of corporate legal departments expect proposals to be customized and timely — a sharp increase from just 56% in 2022. And as expectations rise, so does the pressure on law firms to deliver with greater speed, accuracy, and professionalism. But our new research suggests the profession isn’t keeping up.

In the 2025 Proposal Generation and Business Development Report, ikaun surveyed marketing, business development, and proposal professionals across Am Law 100, 200, and NLJ 500 firms to understand how proposals are generated today — and what’s holding teams back. The results were clear: proposal generation, in its current state, is failing firms.

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