The Go-to-Market Plan Is a Powerful Tool to Add to 2026 Bus Dev Plans

Forward-looking firms have added a powerful tool to their strategic planning: the go-to-market (GTM) plan. For law firms, a GTM plan helps align lawyers, marketing and business development professionals, and firm leaders around clear objectives, research-informed opportunities and measurable outcomes.

6 minute read January 01, 2026 at 12:05 AM
By
Meg Pritchard
The Go-to-Market Plan Is a Powerful Tool to Add to 2026 Bus Dev Plans

As is typical in the last months of the calendar year, most law firms are in the process of planning for 2026: mapping out business development objectives, developing marketing strategies and plans, and evaluating budgets.

This premium content is locked for Marketing the Law Firm subscribers only

ENJOY UNLIMITED ACCESS TO THE SINGLE SOURCE OF OBJECTIVE LEGAL ANALYSIS, PRACTICAL INSIGHTS, AND NEWS IN Marketing the Law Firm

  • Stay current on the latest information, rulings, regulations, and trends
  • Includes practical, must-have information on copyrights, royalties, AI, and more
  • Tap into expert guidance from top entertainment lawyers and experts

Already have an account? Sign In Now

For enterprise-wide or corporate access, please contact Customer Service at [email protected] or call 1-877-256-2473.

NOT FOR REPRINT

© 2026 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Continue Reading

Most firms are aiming their newest tools at the work they already do — pouring their most powerful technology into running the same tasks a little faster. But when everyone automates the same tasks at once, no one pulls ahead. That reaches the future a little faster while leaving a firm’s largest opportunity untouched — and that opportunity isn’t doing more of the existing work, but transforming how the high-value work gets done.

June 01, 2026

Artificial intelligence is rapidly embedding itself into legal workflows, but much of the conversation treats all use cases as if they carry the same level of risk, even if they do not. The more useful question is not whether AI works, but where it can be safely applied and where it cannot.

June 01, 2026