The Business Development Shift: Momentum or Mirage

As 2024 opened, 53% of attorneys and marketers believed business development would be harder for the year. Fast forward to 2025 — it seems it’s a new world — or at least a changed world.

We just finished asking more than 1,000 attorneys and law firm marketers the same question over the last 3 weeks: Will business development be harder in 2025 than in 2024? The results look like this:

• 44% indicate business development will be harder than in 2024
  • A big drop from last year

• 56% believe 2025 business development will be easier than 2024
  • A slim majority, but a shift nonetheless

The Shift in Business Development Thinking

Why BD Will Be Easier

A slim majority see business development getting easier. The top reasons include:

• A feeling of momentum in winning more work
• Expect strategic initiatives to deliver more business
• More experienced in what works and what doesn’t
• More management commitment to business development
• New metrics to drive business development
• Completed large-scale client feedback programs and feel better
• The market is strong
• New CRM
• The worst of the hardest market conditions are behind us

Those anticipating easier business development largely speak to protocols, systems, trends and processes.

Why BD Will Be Harder

Those expecting business development to be more difficult point to the following:

• Increased uncertainty in regulations and tariffs
• Clients expect immediate responses and help with changes in regulations
• More volatility in the economy creates more unexpected needs
• Clients are changing their expectations with increasing hourly rates
• Clients always expect more than they get now
• More competitors showing up at current clients
• It’s harder to communicate with clients as they become absorbed in other issues
• I have to work harder to keep the client’s attention

Those expecting business development to get harder see key aspects of client behavior as the driver.

And the Answer is

Systems and trends are crucial, but they only take you so far. The real challenge lies in understanding, influencing and responding to client behavior.

Behavior is the hardest variable to predict, to understand, to change and target. But — it’s also the most critical variable in the BD process.

The biggest winners will adapt, engage and innovate to ensure they’re not just meeting expectations but shaping them.

We will share how to shape these expectations and behaviors today at Noon Eastern during The BTI Market Outlook and Client Service Review 2025. Register now — only a few places left.