Love a gap analysis report

You know you're in deep as a BDM or Client Relationship Partner when the highlight of your month is cracking open a Gap Analysis Report like it’s the latest bestseller. (Spoiler alert: The plot twist is always “Why aren’t we doing more work for this client?!”)

Here’s the thing—this report isn’t just a bunch of data. It’s the cheat sheet to client retention and upselling. A quick glance tells you:

💡 How sticky is this client? Are they all in, or just flirting with us on one practice area?
💡 Where are the opportunities? Do they have a litigation team but no employment advice from us? M&A but no tax support?
💡 What’s next? Time to team up with the CRP and practitioners to build a tailored offering before another firm swoops in.

If you’ve been in the game long enough, you’ve seen the client love cycle play out:

📌 First, they wanted all their legal services under one roof—one-stop-shop vibes.
📌 Then, they started “sharing the love” (a.k.a. panel bloat, spreading work thin).
📌 Now? Panels are shrinking again, and clients are back to looking for seamless CX and firms that truly understand them.

So, if you're not reviewing a Gap Analysis Report regularly, you’re missing the easiest way to future-proof your client relationships. Plus, nothing bonds a firm like a good old-fashioned, "Why aren’t we doing this work?!" moment.

What’s the biggest gap you’ve spotted that led to a win?