Empowering lawyers as business developers
In the highly competitive legal industry, law firms worldwide face increasing pressure to not only attract but also retain top-tier talent. While a recent Reuters article focused on the U.S. market, the principles they outlined resonate across legal landscapes. Whether in Australia, the U.K., Asia, or beyond, law firms are recognising that compensation alone is no longer the ultimate driver for practitioners. Instead, fostering an environment that equips them to excel in both legal expertise and business development has become a universal imperative.
This underscores the growing need for lawyers to evolve into relationship builders and revenue generators, making business development a cornerstone of career success in law firms everywhere.
The Activator lawyer
The insights from the Rainmaker Genome Project, which studied business development behaviours across the globe, highlight the value of cultivating "Activator" profiles within law firms. Activators are lawyers who consistently create business opportunities through disciplined networking and proactive relationship-building. They distinguish themselves by leveraging their networks to generate value for both clients and the firm.
One of the most compelling findings from the study is that even average performers can increase their revenue generation by up to 32% by adopting Activator behaviours. Given the nature of legal work and client relationships today, the Activator profile offers a proven framework for law firms around the world to empower their lawyers to drive growth.
Historically, business development responsibilities were often concentrated among partners, particularly the natural "rainmakers." However, the legal industry is shifting away from this model, recognising that nurturing business development skills early on benefits the firm as a whole. This is particularly true as clients in every market demand more value and stronger relationships from their legal advisors.
Key steps in creating this culture include:
Structured training programs
Leading firms across continents are rolling out training initiatives to equip practitioners with essential business development skills. For example, firms are aligning training with long-term strategic growth plans, ensuring lawyers can support both immediate and future business objectives.Technology as an enabler
Whether in Perth, London, or Singapore, legal professionals are turning to technology to streamline their business development efforts. Customer Relationship Management (CRM) tools help lawyers manage their networks, track interactions, and uncover new opportunities, reinforcing a disciplined approach to relationship-building that’s effective in any market.Global metrics and incentives
Firms are integrating business development efforts into remuneration discussions across regions. This rewards practitioners who demonstrate consistent relationship-building efforts, even in markets where growth may take longer due to economic or regulatory factors.
Practitioners are looking for more from their careers than high salaries. Surveys show a consistent trend:
Early exposure to diverse opportunities
Recognition for their contributions to the firm’s success
Access to modern tools and mentorship to accelerate their growth
By empowering practitioners to engage in business development from the start—through digital platforms like LinkedIn or industry networking events—firms can foster greater loyalty and long-term engagement.
Why this matters
Investing in business development training and technology yields benefits for law firms across regions:
Enhanced revenue streams
Expanding the pool of lawyers capable of generating business strengthens a firm's financial position and creates more resilient client relationships, regardless of the market.Better talent retention worldwide
Offering meaningful career development opportunities creates goodwill among practitioners. Lawyers who feel valued and equipped to succeed are more likely to stay with their firms, helping firms maintain a competitive edge in talent retention.
The challenges of retaining talent and driving growth are not unique to any one region. Whether in Australia, the U.S., U.K., or Asia, law firms are confronting a rapidly evolving market where intellectual capital and client relationships are paramount. Empowering lawyers to excel as business developers is no longer a localised strategy—it’s a global imperative.
By investing in training, technology and fostering a culture of shared responsibility for business development, law firms can position themselves for long-term success. In the global war for talent, empowering lawyers to thrive in every facet of their profession may be the key to staying ahead in 2025 and beyond.
Is your firm ready to lead in 2025? Empower your lawyers to drive growth and build lasting client relationships. Start by investing in business development training, adopting the Activator framework and creating a culture of collaboration and success.
Next Steps:
Download our Guide: “How to Empower Lawyers as Business Developers”
