Keeping BD on Track:
The Intersection between
Technology and Coaching
This program will review multiple case studies in which software was used
to augment BD coaching initiatives at law firms. It will also cover best
practices for capturing and leveraging key data points so that your next
lawyer coaching session is driven by irrefutable metrics.
David Ackert
David Ackert, MA has been an entrepreneur and business
development mentor to service firms for nearly two
decades. He is the President of The Ackert Advisory, which
provides business development coaching and training for
service firms and their professionals. He has developed and
implemented business development programs for some of the
top firms on the Am Law 100. He is the founder of Practice
Boomers, a Your Honor Award-winning business development elearning platform, as well as Practice Pipeline, a pipeline
management software tool that incorporates business
development coaching. The combination of technology and
coaching has become a hallmark of his programs.
David is the author of numerous industry white papers, a prolific blogger, and contributor to
numerous publications including the Los Angeles Times, The National Review, the Daily
Journal, the Attorney Journal, the Wall Street Journal, Attorney At Work, The Recorder, Voice
America, and the Los Angeles Business Journal. He is a frequent speaker at law firms and
trade conferences including ABA, ALA, and numerous regional and National LMA conferences.
He is a guest lecturer at USC’s Marshall School of Business, Carnegie Mellon University, and
the UCLA School of Law.
Audience Takeaways

Discover why coaching alone is often an ineffective
accountability tool for lawyers

See how firms are successfully using technology to
inform and reinforce coaching sessions

Learn how scoring and gamification can encourage
meaningful BD activity
@DavidAckert
What is your role at the firm?
103 survey respondents representing over 90 North American firms
@DavidAckert
How many lawyers are at your firm?
4%
18%
27%
@DavidAckert
29%
21%
What are the biggest BD challenges at
your firm? (scale of 1 to 5)
3.91
Lack of accountability for engaging in BD activities
3.85
Failure by lawyers to prioritize BD activities
Compensation structures insufficiently encourage
cross-selling
3.51
Lack of lawyer follow-up with key relationships
3.44
3.25
Lack of structured BD plans or strategies
Weak BD capabilities among lawyers
3.13
Lack of lawyer buy-in
3.11
Competing law firms
3.08
2.58
Lack of market intelligence to inform strategic BD
Insufficient budget allocated to marketing/BD activities
Not enough new matters (i.e. insufficient opportunities
in the marketplace)
Underdeveloped skill set among the internal marketers
who coach/support lawyers
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Not enough flexibility on fees
2.26
2.18
2.17
2.09
How effective are the following resources at your firm?
(Scale of 1 to 5; 1=Not Effective, 5=Highly Effective)
@DavidAckert
On a scale of 1-5, how much value is placed on calculating the
effectiveness of the BD coaching/training programs in the
previous question via metrics or other means?
35%
82%
16%
31%
12%
6%
On a scale of 1-5, how often are your lawyers held accountable for
engaging in BD activities?
(e.g. meeting with a BD Manager, CRM dashboard review, regular mentorship,
coaching circles, etc.)
59%
1 (Less than once
per quarter)
18%
2 (About once per
quarter)
3 (Once every 2-3
months)
4 (About once per
month)
5 (More than once
per month)
9%
10%
4%
Why?
1. Marketing/BD team stretched
too thin
2. Coaching is mostly reactive to
lawyer needs
3. Accountability is frowned upon
in our firm culture
In-House Coaching on the Rise
Over 60 firms since 2010 ranging from boutiques to Am Law 10
3x-40x ROI at all except 2 firms
6-12 month intensive
Originally offered as e-learning plus coaching. Now more e-learning only
as firms bring attorney coaching in-house.
@DavidAckert
Case Study:
Tucker Arensberg
Problem:
Lawyers weren’t proactive in cross-selling and their BD skill sets needed
improvement
Solution:
We introduced Practice Boomers to provide a BD curriculum, accountability, and a
structured coaching program
Results:
80% of participating lawyers surpassed their revenue targets
One lawyer brought in over $250,000 in new revenue
20% increase in lawyers’ BD skill sets (according to self-assessments)
Over $680,000 in new revenue generated by the initiative
Over 700% ROI
@DavidAckert
Simple tool helps lawyers stay on track and holds them accountable to
their BD pursuits
Oversee and track performance metrics to improve effectiveness of
coaching sessions
Artificial Intelligence provides coaching insights for smarter BD
Finalist
in 2016 Your Honor Awards for outstanding ROI generated
@DavidAckert
Case Study:
Goulston Storrs
Problem:
Lawyers were open to the concept of BD, but didn’t implement plans
Solution:
We introduced
Practice Pipeline to provide a simple tool for tracking BD
pursuits, accountability, and a more structured coaching program
Results:
Increased engagement levels across the board
20% increase in opportunity for cross-selling meetings
The very first matter attributed to the initiative produced an ROI many times
over the firm’s initial investment in the tool
Cost per prospective client conversion significantly diminished
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No-nonsense metrics
No-nonsense metrics
@DavidAckert
Tracking Results

Use technology to capture metrics and automate nudging

When setting coaching goals, remember that origination is only one data
point. Place more emphasis on short-term, high-yield leading indicators
that are within the lawyers’ control.

•
Site visits
•
Incoming referrals
•
Pitch meetings
•
Strategic BD activity
Tracking these activities will demonstrate ROI on your coaching efforts
regardless of your lawyers' closing ability (and reinforce your job security.)
@DavidAckert
Questions?
Email [email protected] if you are interested in…
A PDF of this presentation deck
A copy of the white paper “Investing in Rainmakers: Bridging the
Gap Between BD Training and ROI”
$50 off “Coaching the Lawyer” from the BD Institute
- our
upcoming virtual training course for in-house marketers
A demo of Practice
@DavidAckert
Boomers or Practice Pipeline