Mumbai corporate-commercial firm · 28 lawyers · 14 years
A long-standing client — six years of continuous corporate work — moved their retainer to another firm. The general counsel said, when pressed: "We see them everywhere. Articles, panels, LinkedIn. We never see your team." The firm had three thought leaders internally, multiple writable practice areas, and no functional firm LinkedIn or media strategy. The partners read it as a price decision. It wasn't.
No active brand strategy. No thought leadership calendar. No media relations. No partner-level LinkedIn discipline. Reputation was built entirely by results — necessary but not sufficient. BTI Consulting research shows high-growth law firms invest 16.5% of revenue in BD & marketing vs. ~5% for flat-growth firms. The firm was at functionally zero structured spend.