As law firms prepare for the year ahead, aligning sales (business development) and operations has emerged as a critical factor for driving sustainable growth. In our recent online webinar, ‘Aligning Law Firm Sales & Operations to Drive Success’, Cate Mullins, CEO & Founder of OWLead, and Ashley Kelso, CEO & Co-founder of Hivelight, shared practical strategies for bridging the gap between revenue generation and operational efficiency to drive sustainable growth.

This article outlines the key insights, actionable steps, and how you can access the full recording and resources through the free OWLaw Learning Community.

1. Building a scalable business development model

Many law firms still rely on a few rainmaker partners to drive growth. While these partners can bring in substantial revenue, this approach carries a significant risk – if one of them leaves, they’ll likely take key client relationships with them, leaving the firm vulnerable. To mitigate this risk and build a sustainable growth model, firms must embed business development (BD) capabilities across all levels. This means:

• Developing a firm-wide growth BD mindset where all lawyers, not just senior partners, are empowered and expected to contribute to client growth.
• Creating scalable BD frameworks that equip senior associates and special counsel with clear pathways to build their own client bases, supporting both their promotion prospects and the firm’s long-term resilience.
• Leveraging structured training programs, like OWLead’s ‘How to Get Quality Clients & Keep Them!’ course, to ensure lawyers have the skills and confidence to develop lasting client relationships independently.

2. Aligning operational strategy with growth ambitions

Operations should not merely support the legal function but actively enable BD initiatives by removing inefficiencies and scaling client engagement. Key strategies include:

• Integrating client insights into operational workflows so that client feedback informs process improvements.
• Automating administrative tasks with CRM and workflow technologies, giving lawyers more time for client-facing work.
• Cross-functional collaboration between BD, operations, and practice groups to ensure consistent client experiences.

3. Technology as a growth multiplier

Operational efficiency and sales performance can be significantly improved with the right technology. Law firms should:

• Conduct tech audits to identify gaps in their CRM, client onboarding, and feedback systems.

• Automate follow-ups and client engagement activities using digital tools.
• Use data-driven insights to refine BD strategies and ensure client needs are met proactively.

4. Client experience: the ultimate growth lever

Client retention often gets less attention than acquisition, yet it’s crucial for sustainable growth. Firms that prioritise client experience:

• Implement structured feedback loops to understand client needs and adapt accordingly.
• Develop client journey maps to identify and resolve pain points.
• Invest in relationship-building skills for lawyers at all levels, supported by training and mentorship.

5. Defining & tracking success metrics

Aligning sales and operations requires consistent measurement. Consider:

• BD Metrics: Client acquisition costs, lead conversion rates, and average revenue per client.
• Operational Metrics: Process turnaround times, client satisfaction scores, and operational cost reductions.

Next Steps: From insights to action

To turn these insights into tangible results, law firms and individual lawyers need more than just strategies – they need tailored solutions and actionable support. Here’s how OWLead can help:

For Individual Lawyers:

• Enrol in OWLead’s online program, ‘How to Get Quality Clients & Keep Them!‘, to develop a personal BD action plan and build a robust client base essential for promotion.
• Book a 1:1 coaching session to gain tailored advice on overcoming specific challenges, enhancing client relationships, and accelerating career progression.

For Legal Teams & Firms: