Friday, October 17

When a lateral partner joins, leadership may lead the recruiting, but it’s the marketing and business development professionals who make the firm shine—and make the hire stick. You are the storytellers and strategists, positioning the firm in the market to attract the best talent. Your work—crafting compelling materials, highlighting the firm’s strengths, showing its culture and successes—helps convince top partners that this is the right place to build their practices. This is true for firms or all sizes, and even as a one-person marketing department, there are steps you can take. Once they join, your knowledge of systems, personalities, and opportunities can accelerate their path to productivity.

Table top exercises during the program based on realistic scenarios will give you a chance to put those skills to work immediately. Together, we’ll map connections between the lateral’s strengths and existing clients, identify cross-practice opportunities, and brainstorm how the firm’s materials and messaging could be sharpened to attract the next star hire. We’ll also roll up our sleeves to show you how to create actionable business plans, using client intelligence, referral networks, and market data to give the lateral a running start. These are not academic exercises—they’re live opportunities to showcase your strategic thinking and influence.

Key Outcomes:

• Understand how marketing and BD drive successful lateral integration and retention.
  Learn how to craft compelling firm narratives that attract top talent.
• Practice mapping laterals’ strengths to client opportunities and cross-practice synergies.
  Build actionable business plans using client intelligence, referral networks, and market data.
• Sharpen firm messaging to better position for the next star hire.
• Increase your visibility as a strategic partner in firm growth planning.

This work benefits more than the new partner—it benefits you, regardless of your firm size or structure. By contributing to recruitment messaging, business planning, and integration, you raise your profile within the firm, sharpen your understanding of the market, and become an essential voice in growth planning.