“Let’s grow the firm this year” sounds great—but without a plan, it’s just a wish.
Most law firms have vague ideas about business development. Few have a clear, actionable plan. Even fewer follow through. But the firms that consistently win new business? They treat BD like a discipline, not a hope.
Here’s how to build a business development plan that actually delivers results.
1. Start With Clear, Measurable Goals
“More clients” isn’t a goal—it’s a desire. Effective BD plans define:
- How many new clients you want per quarter
- Target revenue growth
- Specific sectors or services to focus on
- Milestones for lead generation and conversion
Good goals are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
2. Identify High-Value Targets (Not Everyone)
Instead of casting a wide net, great BD plans focus on ideal client profiles:
- Which industries are underserved?
- What kinds of clients value your expertise—and pay on time?
- Who are the decision-makers you want to reach?
Make a “target list” of 20-50 companies or individuals. Prioritize based on fit, size, and opportunity.
3. Map Out Tactical Actions—Weekly and Monthly
This is where most plans fail: they stay theoretical.
You need concrete activities, such as:
- Attend 2 industry-specific networking events per month
- Publish 1 client-focused article per month
- Reach out to 5 dormant clients per quarter
- Host a legal briefing or webinar every 3 months
Consistency beats intensity. Make BD part of the firm’s operating rhythm.
4. Assign Ownership and Track Progress
A BD plan with no accountability is just paper.
Each task should have:
- A clear owner (not “the team”)
- A deadline
- A way to track results
Use a simple dashboard or spreadsheet. Hold monthly BD check-ins. Treat it like a client matter—with timelines, tasks, and measurable progress.
5. Integrate With Marketing and Client Experience
Business development doesn’t live in isolation. Align your BD plan with:
- Your marketing campaigns (so you reach the right audience)
- Your client experience strategy (so leads convert and stay)
- Your firm’s strategic direction
Example: if your firm wants to grow in the construction sector, your BD, marketing, and content efforts should all point there—together.
Conclusion: A Plan Without Execution Is a Liability
Business development success doesn’t come from one-off actions. It comes from consistent, focused effort over time.
Create a plan. Break it down. Track the results. Adjust what doesn’t work. That’s how law firms move from reactive to predictably growing.
