# PM Forum


## Posts

- [30th PM Forum Conference – Beyond boundaries and breaking the mould](https://pmforum.co.uk/30th-pm-forum-conference-beyond-boundaries-and-breaking-the-mould-2/): Some 200 professional services marketers attended the PM Forum’s 30th annual conference in central London. Kim Tasso joined them. To mark the 30th Annual PM Forum Conference, we shifted venues to the bright, modern Minster Building in the midst of insurance-land in the City of London. The last hurrah of summer warmth was reflected in the vibrant hot pink, orange and leopard-print outfits studding the delegates’ usual dark business attire. All marketers were here. From interns in accountancy firms to built environment tendering experts flown in from Canada. Familiar Scottish law firm delegates who had overcome flight delays. Doyens of […]
- [PM Forum Annual Conference 2024 – The rise and power of AI and automation](https://pmforum.co.uk/pm-forum-annual-conference-2024-the-rise-and-power-of-ai-and-automation-2/): More than 100 senior marketing and business development professionals attended the PM Forum’s annual conference. Kim Tasso joined them. What do you call 100 marketers revving up with anticipatory excitement? The energy of familiar and new faces – several from the previous day’s regional directors meeting – was electric. We chatted with those who shape-shifted between the legal, accountancy and property sectors. And those who’d been in-house and then agency (and some back again). Chaired with aplomb A somewhat sombre economic scene-setting by chair Leor Franks (Kingsley Napley) before he switched gears to check in with the audience using reassuringly […]
- [A Hub of Career Opportunities: Discover the PM Forum Job Board](https://pmforum.co.uk/discover-the-pm-forum-job-board/): If you are exploring new roles within the professional services sector, look no further. The PM Forum Job Board offers over 183 new marketing, communications, business development, and HR vacancies each week, featuring roles from industry giants to growing mid-market firms. With vacancies sourced directly by member firms or through Vacancysoft, the job board presents opportunities across the biggest names in the sector. Firms currently hiring include Birketts LLP, Charles Russell Speechlys, Eversheds Sutherland, Turner & Townsend   to name but a few. Check out the latest roles now and turn on alerts for opportunities that match your career ambitions!   […]
- [Marketing’s new secret weapon - Discover how client proxies are transforming marketing strategies](https://pmforum.co.uk/marketings-new-secret-weapon-discover-how-client-proxies-are-transforming-marketing-strategies/): Marketing professionals who bring credible, research-backed insights to strategic discussions gain influence and drive better business outcomes. This practical, evidence-driven session – the most popular webinar organised by PM Forum’s strategic partner ICON APAC in recent years – explored a new frontier of client intelligence, usually referred to as client proxies or synthetic data. You don’t need me to tell you that marketers face a persistent challenge in obtaining the honest, unfiltered client feedback needed to create compelling positioning and justify premium pricing. We were joined by Sydney-based Steven Lewis to discover how AI can shift your firm’s marketing from […]
- [Reduce rainmaker dependency to drive faster growth](https://pmforum.co.uk/reduce-rainmaker-dependency-to-drive-faster-growth/): One of the benefits of the Forum’s strategic partnership with ICON APAC is important research studies across the combined 7,000 membership and beyond. A new joint research study with contributions from over 200 firms across the world, including 40 from the UK, reveals what separates leaders from laggards in the area of BD culture. Firms that reduce rainmaker dependancy achieve: 42% better revenue growth 166% higher service penetration 60% lower client churn, 130% greater lateral hire success. These aren’t marginal gains – they’re the difference between compound growth and gradual decline. Richard Chaplin was joined by research supremo James Fielding […]
- [Linking Corporate Goals to Marketing Initiatives: Clients, Markets, and People](https://pmforum.co.uk/linking-corporate-goals-to-marketing-initiatives-clients-markets-and-people/): In this taster, Mary Cloonan shared best practices she has seen work across professional services firms over the past twenty years. Using the People, Clients, and Markets lens, she showed how marketing teams can connect corporate goals to strategies and tactics that deliver. This included building visibility for fee earners and aligning the brand with ambition, sharpening client stories, proposals, and feedback, and strengthening internal culture and capability. The focus was on turning strategy into action. Mary shared examples of how marketing professionals can set clear priorities, balance quick wins with longer-term moves, and create a rhythm that fuels momentum […]
- [Catching up on AI for Business Services in Professional Services](https://pmforum.co.uk/catching-up-on-ai-for-business-services-in-professional-services/): AI is moving fast, and most law firms are still figuring out what it really means for them. With pressure mounting to do more with less, BD, marketing and innovation teams have a crucial role to play in helping firms adapt. This session was designed to help attendees cut through the hype and catch up on what matters. We demystified the fundamentals of generative AI, explored how firms are starting to apply it in practice, and shared examples of how it’s already being used to reduce admin, unlock insight and free up capacity. This built the fundamentals required to help […]
- [Reaching out](https://pmforum.co.uk/reaching-out/): Icarus tries to persuade school leavers that a career in marketing could be for them. In my last dispatch, I explained that thanks to my managing partner’s roving eye for a fashionable cause, I had yet again found myself in a tight spot. Readers may recall that MP had decided that we needed to do more about ESG. I’m not sure he knows what those letters stand for, but it won’t have occurred to him that Erroneous and Senseless Gestures fit the bill quite nicely. Anyway, MP’s plan is social outreach. He has ordained that our people should visit schools […]
- [Branding innovation and technology Another item for the to-do list?](https://pmforum.co.uk/branding-innovation-and-technology-another-item-for-the-to-do-list/): Barely a week goes by without news of a firm unveiling a creatively named, AI-powered tool designed to deliver greater efficiency. Innovation and technology are rapidly reshaping how professional services are delivered and how firms are perceived. Positioning innovation has become a central theme in professional services marketing and a challenge for marketers, writes Grahame Jones. As clients demand greater efficiency and better value, professional services firms are rethinking how they deliver expertise to stay competitive and relevant. Many are rolling out a mix of new products, services, and solutions, ranging from cutting-edge tools to simple, even analogue solutions. What […]
- [From Tudors to TikTok : How to celebrate the world’s oldest law firm](https://pmforum.co.uk/from-tudors-to-tiktok-how-to-celebrate-the-worlds-oldest-law-firm/): All organisations are keen to identify that ‘thing’ which makes them unique and allows them to stand out in a sea of sameness. For Thomson Snell & Passmore, it’s the fact that we are officially ‘the oldest law firm in operation’, says Eleanor Pinkerton. While this accolade is something of a double-edged sword, it is still an achievement that is uniquely ours and that has shaped our branding to various degrees since law firms were given the green light to start marketing their services in 1986. In fact, the foreword to our very first marketing brochure in 1988 opens by […]
- [Beyond the tick box : Unlocking the value of corporate partnerships](https://pmforum.co.uk/beyond-the-tick-box-unlocking-the-value-of-corporate-partnerships/): Corporate sponsorships can no longer be seen as just a tick-box exercise. Their true value lies not in brand awareness or CSR alone, but in authentic brand development. Sam Ridgway explains why White & Black recently secured a three-year partnership with Oxford University Women’s Rugby. We have all witnessed, and perhaps (embarrassingly) joined in, corporate partnerships created just to satisfy a CSR requirement. But for businesses to be successful, true community and stakeholder engagements, be they large or small, must uphold core values. Supporting local stakeholders, championing women’s sport and investing in young talent are fundamental elements of White & […]
- [PEM at Cambridge Tech Week : Sponsoring innovation, supporting growth](https://pmforum.co.uk/pem-at-cambridge-tech-week-sponsoring-innovation-supporting-growth/): Sponsorship demands creativity in activation to ensure marketing and BD messages hit home, says Gareth Willmer. As Cambridge Tech Week returned with the theme ‘Seizing the AI Advantage’, PEM was proud to be a sponsor. Supporting the event was about more than raising our profile. It reflected who we are as a firm, our relationship with technology and our ongoing commitment to Cambridge’s thriving business community. The week brought together entrepreneurs, academics, investors and business leaders for talks, networking and collaboration. A genuine meeting place for ideas, showcasing the innovation flowing from Cambridge’s ecosystem.
- [I’ll be back](https://pmforum.co.uk/ill-be-back/): In the world of AI and with a nod to a sci-fi classic, Jack Osbon explains how your lawyers can become terminators. Good science fiction storytelling gives us a look at possible futures whilst reflecting on the current. Today, many science fiction classics appear alarmingly close to reality. I write this asking the question many marketers will be contemplating: Will AI take over the legal services market? One of my favourite guilty (not guilty) pleasure films is Armageddon. But there is an infamous plot hole. Spoiler alert – why did they not train astronauts to drill rather than train drillers […]
- [Integrating lateral hires](https://pmforum.co.uk/integrating-lateral-hires/): Marketing and business development teams are playing a stronger role in lateral partner hires, says Samantha Roberts. The remit of marketing and BD professionals in professional services firms is changing. Whilst demonstrating a return on investment on budget spend remains paramount, their scope is now wider, influence has grown and firms’ expectations have risen in step. This is particularly true with lateral partner recruitment. As firms invest significantly in this area to drive strategic growth, marketing and BD teams are proving essential to the success of lateral hires’ integration. They are actively supporting onboarding, market positioning, client targeting and integrating […]
- [Why all firms sound the same, why they shouldn’t – and how to create standout](https://pmforum.co.uk/why-all-firms-sound-the-same-why-they-shouldnt-and-how-to-create-standout/): The way you sound says everything about you. As AI makes comms more homogenous, having a distinct, ownable tone of voice is now a significant marketing opportunity, as Tom Chesher explains. Competition amongst law firms is fierce. Stringent training and regulation make sure that what’s on offer (with the exception of niche specialists) is often much the same, or at least very similar. The majority of firms claim to reduce risk, unlock opportunities and increase profitability – backing it up with impressive figures and case studies. Crucially, though, they’re providing intangible services that unlike, say, a chocolate bar, usually don’t […]
- [Anna Weeden Marketing the creatives](https://pmforum.co.uk/anna-weeden-marketing-the-creatives/): A deep passion for the creative industries builds great marketers. Anna Weeden shares her story with Matt Baldwin. Many professional services marketers will recognise that their partners almost always have an opinion on every aspect of marketing and business development. They quickly become experts on everything from brand to PR, pitches to events. But at the law firm Harbottle & Lewis, they really are the experts. It is the ‘go-to’ firm for the creative industries and its reputation is unrivalled. Marketing and BD for a creative industries legal powerhouse might make for a daunting role, but not so for Anna […]
- [Why standing still isn’t an option Refreshing a professional services brand in 2025](https://pmforum.co.uk/why-standing-still-isnt-an-option-refreshing-a-professional-services-brand-in-2025/): Mid-tier accountancy firms can’t afford to stand still. Romina Gaudiosi shares how Buzzacott refreshed its brand to reflect where it’s heading – and the lessons learned along the way. The accountancy world has shifted. Technology is moving fast, regulations are changing, and competition is fiercer than ever. Consolidation isn’t on the horizon; it’s already here. Mergers and acquisitions are rewriting the competitive map, and firms are wondering how they stand out when the market looks so different from just a few years ago. And then there are clients. They’re demanding more – faster responses, more tailored advice, more obvious value, […]
- [The Lover Brand](https://pmforum.co.uk/the-lover-brand/): In late September, Wedlake Bell revealed a very different brand. It is, says Georgina Bennett-Warner, the firm’s Head of Marketing, a typical “lover brand archetype” that looks to foster a deeper connection and reflect its passion for helping clients achieve their personal and professional goals. Georgina Bennett-Warner is a rare breed of professional services marketer. Having started her career in publishing and law, she made a bold jump into Europe’s dynamic start-up tech sector, only to be pulled back a few years later. This experience, together with the sparkle that London still holds in luxury, private wealth and private businesses, […]
- [Trust in the balance : Brands and DEI in a shifting world](https://pmforum.co.uk/trust-in-the-balance-brands-and-dei-in-a-shifting-world/): DEI, once the jewel in a marketer’s armoury, has fallen out of favour. That is a mistake, says Lynda Dupont-Blackshaw. We buy from brands we believe in, stay loyal to those that deliver and are influenced by those we respect. Brands that create trust understand that it means different things to different audiences and build it accordingly. Buyers want to trust the quality of the service, fairness of pricing and that the ethics of the business align with their own standards. For talent, trust is about integrity, openness, equality, workplace environment, career opportunities and remuneration. People want to know their […]
- [30th PM Forum Conference - Beyond boundaries and breaking the mould](https://pmforum.co.uk/30th-pm-forum-conference-beyond-boundaries-and-breaking-the-mould/): Some 200 professional services marketers attended the PM Forum’s 30th annual conference in central London. Kim Tasso joined them. To mark the 30th Annual PM Forum Conference, we shifted venues to the bright, modern Minster Building in the midst of insurance-land in the City of London. The last hurrah of summer warmth was reflected in the vibrant hot pink, orange and leopard-print outfits studding the delegates’ usual dark business attire. All marketers were here. From interns in accountancy firms to built environment tendering experts flown in from Canada. Familiar Scottish law firm delegates who had overcome flight delays. Doyens of […]
- [Chambers reacts](https://pmforum.co.uk/chambers-reacts/): Chambers is investing significantly in how we work with law firms. Our ambition goes beyond recognising excellence: we aim to be true partners, helping firms articulate their story, win the right work, and inspire client confidence. Chambers consults widely to ensure our pricing remains consistent with market approaches. Any price adjustments are in line with business conditions, such as inflation, as well as being linked to new features in our tailored solutions, including, for example, Market Pulse, Research Analytics, Referee Management Tool, Marketing Tool Kit and Image Generator. We discuss packages with firms on an individual basis to meet their […]
- [Chambers hits law firms with stiff price increases as sales teams target partners](https://pmforum.co.uk/chambers-hits-law-firms-with-stiff-price-increases-as-sales-teams-target-partners/): Law firm marketers question the value of the legal directories following substantial price rises and aggressive sales tactics, writes Matt Baldwin. Senior law firm marketers have reacted with frustration following substantial cost increases introduced by the private equity-owned Chambers directory for firms wishing to enhance their rankings. Law firms report an average increase of 10% for paid enhancements to their Chambers profiles, with some firms facing increases of up to 20% and with one regional law firm pointing to a 49% increase since 2023. Marketers report that these increases appear “arbitrary”, having “unequal pricing models” and “not based on any […]
- [Lifting off: Why Albert Goodman backed the Bristol Balloon Fiesta](https://pmforum.co.uk/lifting-off-why-albert-goodman-backed-the-bristol-balloon-fiesta/): West Country accountancy firm Albert Goodman put its name – and brand colours – into hot air. James Lumley discovers why it is sponsoring the Bristol International Balloon Fiesta. When professional services firms talk about brand-building, they can easily be criticised for talking hot air. But for accountants and financial advisers Albert Goodman, sponsoring the Bristol International Balloon Fiesta made perfect sense. “We were looking for a high-profile sponsorship, particularly a Bristol-focused one, to build our brand over a long period of time,” says Robin Clempson, Marketing Partner at the firm.
- [Burnishing your brand or buying a badge?](https://pmforum.co.uk/burnishing-your-brand-or-buying-a-badge/): From hot-air balloons to horticultural show gardens, professional services firms are rethinking what sponsorship can do. In an era of brand building, visibility and values, James Lumley explores how firms are activating partnerships that go beyond the logo. For decades, sponsorships were seen as the domain of consumer brands with deep pockets and mass-market ambitions. Football shirts, Formula 1 cars, music festivals: a place for beer, banks and broadband, not boardrooms and balance sheets. That changed earlier this year when the Liverpool-based law firm Hill Dickinson announced its sponsorship of Everton Football Club’s stadium in a deal thought to be […]
- [On the move ..](https://pmforum.co.uk/on-the-move-9/): Catriona Russell Lester Aldridge has appointed Catriona Russell its Business Development and Marketing Director. She joins from Goodman Jones where she was Head of Business Development and Marketing.
- [PM Forum welcomes the following new members](https://pmforum.co.uk/pm-forum-welcomes-the-following-new-members-3/): Lavery, Canada Marks & Clerk, Canada Osborne Partners, India Dillon Eustace, Ireland McCann FitzGerald, Ireland
- [Clifford Chance reveal brand refresh](https://pmforum.co.uk/clifford-chance-reveal-brand-refresh/): Global law firm Clifford Chance has unveiled a refresh of its brand, underscoring its commitment ‘to creating advantage for clients’ as their trusted legal and strategic partner. This brand refresh is integral to the firm’s ongoing transformation and global growth strategy. It serves to reinforce what clients value most about working with Clifford Chance. Charles Adams, Global Managing Partner of Clifford Chance, said: “Creating advantage for our clients drives everything we do. We’re here to bring them innovative solutions to unlock opportunities and achieve outcomes that help them move faster and with greater confidence.”
- [UK firms top responsible business index](https://pmforum.co.uk/uk-firms-top-responsible-business-index/): UK law firms have continued to scale up responsible business activity, topping an annual index that sees them outperform US counterparts. While scores for the UK top 100 were up 12% on 2024, the US top 50’s average total score dropped by 30% in the face of political headwinds. The annual report, published by Lamp House, analyses the websites of 150 leading law firms, tracking reported responsible business activity across three categories: People, Planet and Governance.
- [From back office to brand story Using and marketing AI event review - London, 16 September 2025](https://pmforum.co.uk/from-back-office-to-brand-story-using-and-marketing-ai-event-review-london-16-september-2025/): For the third year running, global law firm Dechert LLP hosted the PM Forum London committee’s annual panel discussion on AI, writes Riana Unadkat, Public Relations Assistant, Dechert LLP. As well as exploring how firms use AI in the marketing functions, this was the first in the series to look at how marketing teams are engaging with their clients about AI. Interest in the event was high, with a panel of senior industry leaders – Craig Annis, Chief Communications Officer at A&O Shearman; Rose Hall, Client Director, Strategic Projects – AI & US at Herbert Smith Freehills Kramer; and Charlotte […]
- [Clare Quinn-Waters joins Edwin Coe as Chief Growth Officer](https://pmforum.co.uk/clare-quinn-waters-joins-edwin-coe-as-chief-growth-officer/): Edwin Coe has appointed Clare Quinn-Waters to the newly created role of Chief Growth Officer. Clare joins the firm’s management team and will be instrumental in driving strategic growth initiatives across the practice. Clare brings a wealth of experience in strategic leadership, having held senior roles in both legal and professional services environments, driving transformative initiatives and fostering enduring client relationships. Prior to joining Edwin Coe, Clare served as Partner and Business Development Director at FRP Advisory, where she played a pivotal role in shaping the firm’s growth strategy.
- [PM Forum joins forces with leading property networking group](https://pmforum.co.uk/pm-forum-joins-forces-with-leading-property-networking-group/): Practice Management International (PMI) – the holding company of the world’s largest and fastest-growing community of professional services marketers PM Forum – has acquired Profile Property Marketing Network, the leading networking group for UK property PR, marketing and business development professionals. PMI organises the Managing Partners’ Forum and the Professional Marketing Forum (PM Forum) which have more than 4,000 members across 40 countries. PM Forum is dedicated to raising the standards of marketing across law, accountancy, property and other professional sectors, and to enhancing the credibility of marketers.
- [The fame game](https://pmforum.co.uk/the-fame-game/): Professional services firms have a complex relationship with brand. We all get branding – there has been a flurry of big rebrand and brand refresh programmes this year from PwC, Clifford Chance, Wedlake Bell, BDB Pitmans and Buzzacott, to name but a few. Yet those firms that up their game and embark on major brand awareness campaigns can find themselves criticised – not for the quality of those programmes, but for doing them in the first place.
- [From Connection to Revenue: Activating High-Impact Client Relationships](https://pmforum.co.uk/from-connection-to-revenue-activating-high-impact-client-relationships/): In this webinar, industry experts Brenda Plowman, Judith McKay, and moderator Lisa Azzuolo explored how today’s most successful rainmakers turn everyday connections into lasting, revenue-generating relationships. Drawing on insights from the newly published book The Activator Advantage – What Today’s Rainmakers Do Differently, the discussion examined how professionals can move from transactional interactions to building genuine, trust-based client partnerships. The panel shared proven techniques to identify and activate high-potential relationships, strategies to embed client feedback into action, and examples of approaches that drive measurable growth and loyalty. Members can watch the full webinar here!
- [Cross selling strategies that are actually working for firms](https://pmforum.co.uk/cross-selling-strategies-that-are-actually-working-for-firms/): Bringing the full value of the firm to clients — once called ‘cross-selling’ — remains one of the biggest challenges for professional services leaders. It sounds simple, but turning it into real results requires the right mindset, culture, and collaboration. In this webinar, John Timperley discussed how firms can move beyond theory to make cross-selling a genuine driver of growth. He explored why many firms, despite strong client relationships and talented people, struggle to create opportunities across teams and service lines. John outlined the key barriers that hold firms back and shared practical strategies to overcome them. Drawing on over […]
- [Beyond Buzzwords: Inclusive Marketing in Action](https://pmforum.co.uk/beyond-buzzwords-inclusive-marketing-in-action/): As part of our Black History Month celebrations, we hosted an engaging conversation exploring how professional services firms can move beyond buzzwords to embrace inclusive marketing that creates real impact. The discussion unpacked what inclusion looks like in practice, how to embed it authentically into communications and branding, and the role of culture and representation in building client trust. Speakers also addressed common misconceptions and shared practical steps organisations can take to make their marketing more inclusive. Members can watch the full webinar here:
- [PM Forum strengthens property sector reach through Profile Property Marketing Network](https://pmforum.co.uk/pm-forum-strengthens-property-sector-reach-through-profile-property-marketing-network/): PM Forum, the world’s largest and fastest-growing community of professional services marketers, is delighted to announce that its parent company, Practice Management International (PMI), has acquired Profile Property Marketing Network – the UK’s leading networking group for property PR, marketing and business development professionals. Expanding our community With more than 4,000 members across 40 countries, PM Forum is dedicated to raising the standards of marketing in law, accountancy, property, and other professional sectors, while enhancing the credibility of marketers. The addition of Profile strengthens our presence in the property sector and creates new opportunities for members to collaborate, learn, and […]
- [Measuring return on marketing investment (ROI)](https://pmforum.co.uk/measuring-return-on-marketing-investment-roi/): In today’s tough economic climate, marketing and BD teams face constant pressure to prove their value. With budgets under scrutiny and every pound of spend questioned, how do you measure the return on your investment – both in time and money? In this webinar, we explored why marketing is essential to business success and how it can be repositioned from a support function to a strategic growth partner. Attendees learned which metrics matter most, how to measure what really counts, and how to demonstrate the often-elusive ROI. We’ll also look at how to engage your Managing Partner and Finance Director […]
- [Building Brand and Reputation in Canada: Navigating Geography, Culture, and the Age of AI](https://pmforum.co.uk/building-brand-and-reputation-in-canada-navigating-geography-culture-and-the-age-of-ai/): In a world where perception is shaped not just by our own actions—but increasingly by digital platforms, algorithms, and third-party voices—how do B2B firms truly build trust and visibility in the Canadian market? This session brought together seasoned marketing and brand leaders from some of Canada’s leading professional services firms to explore the realities of brand strategy in Canada’s diverse and dynamic environment. What we explored: – How regional and cultural nuances shape brand strategy coast to coast – The evolving challenges of reputation management in the age of AI, reviews, influencers, and automated content. – Real-world insights and practical […]
- [How Ellisons used independence to power brand differentiation](https://pmforum.co.uk/how-ellisons-used-independence-to-power-brand-differentiation/): Private equity is reshaping the law firm. Ellisons is taking a different route. Matthew Rowe explains why and how. In May 2025, against a backdrop of rapid consolidation in the local legal market, Ellisons launched a new values-led brand campaign titled In Your Corner. More than a creative refresh or tagline, the campaign was a public reaffirmation of the firm’s values: independence, partner-led service and deep local commitment and heritage that can be traced back to 1764. The campaign was sparked by significant change in our regional market. A local competitor was acquired by a listed legal group, prompting conversations among […]
- [From hunches to hard data](https://pmforum.co.uk/from-hunches-to-hard-data/): Brand tracking is more than a marketing metric. It is the key to unlocking sustained investment in brand building, says Graham Archbold. A billboard with artfully curated imagery, a clever strapline, and your firm’s logo in the corner. A laser-targeted digital campaign that buyers can’t seem to escape. Etching your firm’s name in bold type onto the local football stadium. To most partners in professional services, these are baffling indulgences. None have heard of Byron Sharp or John Dawes, let alone taken a Mark Ritson course. Explaining the rationale for brand investment is less like herding cats and more like […]
- [Abi Lyons - From fashion to law](https://pmforum.co.uk/abi-lyons-from-fashion-to-law/): From criminology to fashion, Abi Lyons’ route into legal PR is anything but conventional as Matt Baldwin discovers. Abi Lyons is a PR Assistant at the international law firm Trowers & Hamlins. Apart from two short internships, it is her first job in public relations and in a law firm. Her remit is as large as her ambition, supporting her two colleagues with PR activity and campaigns across its four UK offices, offices in the Middle East, Malaysia, Singapore and the firm’s India and Korean desks. It means, Abi says, that no one day is the same as another. And […]
- [A novel solution that boosts cross-selling](https://pmforum.co.uk/a-novel-solution-that-boosts-cross-selling/): Richard Chaplin introduces the Thought Leadership & Competitor (TLC) Intelligence toolkit – a novel solution that boosts cross-selling. Exclusively for PM Forum and Managing Partners’ Forum members, the toolkit uses AI to match client issues with relevant quality articles from firms’ websites, generating rapid, objective, client-centric briefings before every client conversation, with follow-up emails copied to named article authors, supported by private online communities for clients, partners and experts. The need for cross-selling in professional services firms arises from a structural defect in most client relationships. Clients prefer a single point of contact at a firm, meaning they often discuss […]
- [A community of connections](https://pmforum.co.uk/a-community-of-connections/): When business development teams see themselves as business partners, it changes the way the role is approached. Laura Chamberlain tells Matt Baldwin how. To take on a global business development role supporting a top-tier practice at one of the world’s largest and most successful law firms would, for many, be a career highlight. But to take this on and then add a further practice area not long after having relocated to southern Europe, well, that marks out someone truly extraordinary. Laura Chamberlain’s seven-year career at Clifford Chance is without doubt quite remarkable. She is the firm’s Global Director, Client and […]
- [Everyone’s an expert](https://pmforum.co.uk/everyones-an-expert/): The way consumers buy professional services is changing. But are firms keeping up, asks PM Forum conference keynote Dr Susan Rose? Advances in technology are changing the ways we lead our lives. Nowhere is this more evident than in consumer marketing. Digitalisation and new developments in AI are changing the ways in which brands engage and communicate with consumers at all stages of the buying process and across service delivery systems. From contactless payments, automated banking, online shopping services, and facial recognition, brands are now requiring consumers to adapt and change to new practices. Consumer brands are taking advantage of […]
- [The power of harnessing neurodivergent talent](https://pmforum.co.uk/the-power-of-harnessing-neurodivergent-talent/): If marketing and business development want to remain agile, innovative and truly reflective of the client base they serve, they cannot afford to overlook neurodivergent talent, argues Heather T Lacey. Neurodiversity is having its moment in the spotlight. If it’s not featured in a national headline, it’s in a magazine column or going viral on social media. Neurodiversity describes the different ways people’s brains work, while being neurodivergent means having a brain that functions differently from the ‘neurotypical’ average. This includes well-known conditions, such as autism and ADHD, but also conditions like OCD, bipolar disorder and some anxiety disorders.
- [Running on empty](https://pmforum.co.uk/running-on-empty/): Marketers need a new blueprint for energy, performance and leadership because when the deadlines don’t stop, neither do you, says Ann-Marie Goodbody. One in three professionals say they’re running on empty, just about getting through the day, while performing at a high level, and in marketing and business development, it’s become the new normal. Back-to-back meetings, constant switching between tasks, inboxes overflowing. No buffer, no breather and no time to think. It’s not the challenging work that drains you; it’s the lack of space to reset, and that’s the burnout formula.
- [Brodies wants to be the model law firm for mental health. Is it getting there?](https://pmforum.co.uk/brodies-wants-to-be-the-model-law-firm-for-mental-health-is-it-getting-there/): It’s not fruit on a Friday. That’s the line Emma Newlands comes back to, writes James Lumley. Wellbeing, she says, can’t be an add-on. It has to be stitched into the culture of a firm – into its office design, billable hour targets, its trauma response playbook and even its architecture. “It’s not just about cholesterol and yoga mats,” she says. “It’s about sustainable performance.” Emma is the Health and Wellbeing Manager at Brodies, the UK law firm that quietly wants to become a blueprint for the industry. And she’s got the data to prove it. “We started with a […]
- [You can’t wellness your way out of a toxic culture](https://pmforum.co.uk/you-cant-wellness-your-way-out-of-a-toxic-culture/): While mental health support for fee-earners has long been on the radar, many business development and marketing teams still face high pressure with little protection. A growing number of firms are learning that real change comes from culture, not quick fixes, as James Lumley discovers. Traditionally, fee-earners have been given the lion’s share of support when it comes to mental health because they are perceived to be the ones who make the money. But what about the marketers, the comms teams and the business development (BD) professionals tasked with building profiles, managing crises, making the whole machine look effortless, and, […]
- [On the move .](https://pmforum.co.uk/on-the-move-8/): Tom Dunn Tom Dunn has joined Simmons & Simmons as a Business Development Manager. Chris Broom Chris Broom joins PEM as Business Development Manager. He joins from the law firm Broadfield at an exciting time for Cambridge’s largest independent firm of accountants and business advisers, as it celebrates its 150th year.    
- [Harnessing AI for growth – insights from Cambridge](https://pmforum.co.uk/harnessing-ai-for-growth-insights-from-cambridge/): On 1 July, the East of England Committee hosted a forward-looking event at the Cambridge offices of Mills & Reeve, exploring how artificial intelligence is transforming professional services. Ben Lee, Head of Data and AI at Bidwells, returned as keynote speaker, having previously supported the committee’s launch event in March 2024. Ben highlighted how pricing conversations in professional services are evolving, with clients increasingly paying for outcomes and value delivered, rather than simply billable hours. He showcased AI assistants integrated with Bidwells’ knowledge assets, which have significantly streamlined workflows, enabling earlier, better-informed decisions and more time spent with clients.
- [Simpson Millar appoints new Head of Business Development](https://pmforum.co.uk/simpson-millar-appoints-new-head-of-business-development/): Consumer law firm Simpson Millar has appointed Esther Ralston as its new Head of Business Development, supporting its continued growth strategy and national expansion. With more than 15 years’ experience in senior business development and marketing roles in the professional services sector, Esther has a strong track record of helping organisations grow through trusted relationships, fresh commercial thinking and practical support for teams on the ground.
- [Law firms spend £2k per lawyer on AI – but are still struggling to make it work](https://pmforum.co.uk/law-firms-spend-2k-per-lawyer-on-ai-but-are-still-struggling-to-make-it-work/): Law firms will spend millions on AI this year – the equivalent of £2k per lawyer – but many are still struggling to make it work, new research shows. AI spend has skyrocketed as firms fight to keep up with the rapidly evolving technology, with those in the UK setting aside an average £775k and US firms £853k to embed it into their business. The figures equate to £1,848 per UK lawyer and £2,336 per attorney in the US. Despite this, however, a study by Passle involving 150 firms found that there were still significant barriers to adoption.
- [Last chance to attend PM Forum annual conference 19 September 2025](https://pmforum.co.uk/last-chance-to-attend-pm-forum-annual-conference-19-september-2025/): The much-anticipated PM Forum’s annual conference is almost upon us and its not too late to attend. With the theme ‘Beyond Boundaries: Breaking the mould in professional services’, the conference brings together a stellar cast of keynote speakers, bold new formats to challenge thinking and traditional workshops allowing delegates to personalise their day. Among the day’s highlights is a Fight Club-styled debate, where marketing and BD leaders will go head-to-head arguing whether marketers should look outside the professional services bubble for inspiration.
- [Client experience doesn’t take a holiday, even if your teams do…](https://pmforum.co.uk/client-experience-doesnt-take-a-holiday-even-if-your-teams-do/): Does your ‘out of office’ leave clients in the cold, asks Anna Lake. By the time you’re reading this, you’ll either be breathing a sigh of relief at the return of the term-time routine or gearing up to take a holiday now the prices have normalised and all those pesky kids are back at school. Either way, how did your client experience hold up over the summer? Do you know if the high standards which your client charter espouses were upheld? Every interaction matters, and clients’ needs don’t conveniently pause when people are away. Whether it’s a summer break, parental […]
- [Understanding the link between legal directories and AI search](https://pmforum.co.uk/understanding-the-link-between-legal-directories-and-ai-search/): With directory researchers increasingly using AI to test the validity of submissions, Helen Foord explains how firms should respond. It used to be simple. You filled in your submission, popped it in, crossed your fingers and waited. If you were really pushing the boat out, you might have made some tweaks to your lawyer bios or sent out a couple of press releases on hot topics. That approach is no longer enough. AI-powered search is here. Google AI Mode is already live in the UK. Perplexity, ChatGPT and Claude are being used for research at every level of business. And […]
- [Marked by robots](https://pmforum.co.uk/marked-by-robots/): John de Forte takes a sideways look at the world of professional services marketing. This month: Should bid teams worry that their RFP responses could be scored by machines? The crowd gasped with astonishment – or rather murmured, as this was the Wimbledon Tennis Championships and such moments of consternation are acknowledged with quintessentially English understatement. In a match on Centre Court, British player Sonia Kartal should have had her serve broken when her backhand clearly landed beyond the baseline.
- [PM Forum launches in Spain with a focus on client listening](https://pmforum.co.uk/pm-forum-launches-in-spain-with-a-focus-on-client-listening/): PM Forum has officially arrived in Spain! On March 13th, PM Forum’s Richard Chaplin and Claire Rason of Client Talk hosted the launch event. Claire led an engaging and interactive workshop centred on client listening, as well as providing attendees with valuable insights from PM Forum’s 13th Annual International Marketing Benchmark. During the session, participants took part in a live poll to compare Spain’s performance with the Annual International Benchmark. While the overall economic outlook was less optimistic, there was notable positivity regarding sector and firm growth.
- [Edge of burnout](https://pmforum.co.uk/edge-of-burnout/): The summer is a time when many of us head off for a week or two to recharge our batteries, spend meaningful time with family and friends before the busy autumn period. But when marketing and business development teams are working at 100 miles an hour, five days a week and often at weekends, it is increasingly clear that the traditional summer holiday is not enough to properly decompress and recharge. Work often sits nagging away at the back of the mind. A recent and worrying survey by Marketing Week magazine suggests that 80% of marketers are on the edge […]
- [Best of Friends: Canada and the IBA](https://pmforum.co.uk/best-of-friends-canada-and-the-iba/): The IBA heads to Canada in November this year, and the PM Forum’s Canadian chapter will be holding a special event for business development and marketing professionals, writes Natasha Tucker. The International Bar Association (IBA) has been around since 1947, encompassing over 80,000 lawyers and more than 190 bar associations and law societies from over 170 countries. It is the world’s leading organisation of international legal practitioners, bar associations and law societies, with Canadian lawyers, law firms and academic institutions actively involved.
- [Building B2B Relationships](https://pmforum.co.uk/building-b2b-relationships/): How to identify, map and develop key relationships to win more business. In a market where clients are more informed, more demanding and armed with more data than ever before, the premium on building authentic, productive B2B relationships has never been higher. In Building B2B Relationships, Ryan O’Sullivan promises a step-by-step guide to identifying, mapping and developing stakeholder relationships – all in service of helping firms ‘win more and win faster’. It’s a bold claim. So does the book deliver? Eventually, yes. But it takes its time.
- [Face time, thought leadership and the decline of paid ads: What clients really want from your market](https://pmforum.co.uk/face-time-thought-leadership-and-the-decline-of-paid-ads-what-clients-really-want-from-your-market/): Stop guessing and start listening. Your clients already know what they want, but, asks Jon Huxley, do you? Marketing a professional services firm used to be simple: put your brand name on a charity marathon event, sponsor the occasional conference, and, if you’re feeling bold, throw a few thousand dollars at Google ads. Fast forward to 2025, though, and it turns out clients are far more discerning than that. And they’re tired of gimmicks. At Beaton, we specialise in research that helps firms discover what matters to clients – surveying tens of thousands of clients annually about their preferences, having […]
- [The Thought Leadership & Competitor (TLC) Intelligence Toolkit: Uncovering the Law Firms Leading in Thought Leadership](https://pmforum.co.uk/the-thought-leadership-competitor-tlc-intelligence-toolkit-uncovering-the-law-firms-leading-in-thought-leadership/): Who’s Winning the Thought Leadership Game? New Rankings Reveal the Standouts Is Your Website Working as Hard as You Are? Nearly 70% of prospective clients check a law firm’s website before reaching out. Yet most firms still treat their thought leadership content as a passive resource. In today’s competitive legal market, the question isn’t “Do you publish?” but “Does your content truly reflect your value?” Enter the Thought Leadership & Competitor (TLC) Intelligence Toolkit, a new data-powered platform designed to transform how law firms measure, manage, and improve the quality of their public content. Sponsored by Williams Lea, this initiative […]
- [Mapping the Client Journey in Professional Services](https://pmforum.co.uk/mapping-the-client-journey-in-professional-services/): Client journey mapping has been rising on the agenda in professional services for the past few years, but precious few firms have so far grasped the nettle. Done well, client journey mapping can be transformative in revealing hidden pain points and unlocking excellence in client experience. We were delighted to be joined by Sophia Exintaris, a seasoned professional in user experience, service blueprinting and innovation who shared how MBD teams can lead the way in bringing this topic to the table. Using visuals, real life stories, and practical walkthroughs of as-is and future-state mapping, Sophia demonstrated how to drive strategic […]
- [Justify Your Budget: The Real Case for Advertising](https://pmforum.co.uk/justify-your-budget-the-real-case-for-advertising/): In this webinar, two outspoken advocates in favour of advertising by professional services firms came together—not to sell, but to scrutinise. They explored what they’ve learned, where they disagree, and why advertising still matters. No fan worship. No sales deck. Just a rigorous, good-faith debate. The arguments against advertising was presented in a strong and reasonable way —and then they did their best to answer those arguments. If you’ve ever had to justify a brand campaign, question a campaign plan, or defend your marketing budget, this one’s for you. Members can watch the full webinar here:
- [You scratch my back…](https://pmforum.co.uk/you-scratch-my-back/): If referral relationships aren’t in your BD plan, you might be missing a trick. James Lumley finds out more. “I’ve spent most of my career in professional services business development, and it’s clear that referrals are very important,” says Paul Taylor, Director of Business Development at consultants AlixPartners. He’s been at AlixPartners for six years having spent the previous 12 in business development roles at various top-tier law firms. Everywhere he has been has made good use of referrals. In some practice areas “30% to 40% of revenue can come from referrals and intermediaries. As much as 70% if you […]
- [PM Forum welcomes the following new members](https://pmforum.co.uk/pm-forum-welcomes-the-following-new-members-2/): New members: Torkin Manes, Canada King & Spalding, United Arab Emirates
- [On the move .](https://pmforum.co.uk/on-the-move-7/): Caroline Tremlett Caroline Tremlett has joined Addleshaw Goddard as a Business Development Manager. She was previously a Senior Strategy Communications Manager at RPC.
- [Millions being lost by lawyers who fear appearing too ‘pushy’](https://pmforum.co.uk/millions-being-lost-by-lawyers-who-fear-appearing-too-pushy/): Lawyers who do not refer clients to colleagues for fear of appearing pushy are costing their firms millions in lost revenue, a new study has found. Cross-selling is the biggest missed opportunity to boost profits, according to three-quarters of senior law firm marketers, with almost half (49%) claiming that lawyers don’t try because they don’t want to seem too forward.
- [Lucy Rao joins Kennedys as Global Business Development Director](https://pmforum.co.uk/lucy-rao-joins-kennedys-as-global-business-development-director/): Global law firm Kennedys has appointed Lucy Rao as Global Business Development Director. In this newly established role, she will oversee the firm’s Pursuits, Clients & Markets, and CRM teams comprising more than 30 business development professionals across the globe. Prior to joining Kennedys, Lucy spent 10 years at Allen & Overy, followed by four years at Boodle Hatfield as Business Development and Marketing Director.
- [Trio for Womble Bond Dickinson](https://pmforum.co.uk/trio-for-womble-bond-dickinson/): Law firm Womble Bond Dickinson has grown its BD team with the appointment of Lucy Ball, Tom Warnock and Dawn Dunn. Business Development Executive Lucy supports the Retail, Hospitality & Leisure Sector, and New Business Development Manager Tom joins the Manufacturing and Transport, Infrastructure & Logistics Sectors. Dawn is the New Business Lead for its Digital practice.
- [Law firm BD just got a new team member – and it’s not human](https://pmforum.co.uk/law-firm-bd-just-got-a-new-team-member-and-its-not-human/): There’s a painful truth in every law firm. Your best people are doing the worst jobs. Instead of building relationships or spotting opportunities, they’re updating CRMs, chasing matter summaries and repurposing the same credential for the fifth time. Not because they want to, but because someone has to, and too often it defaults to the people with the safest pair of hands.  
- [What’s next in Canada: Opportunities to learn, connect and grow](https://pmforum.co.uk/whats-next-in-canada-opportunities-to-learn-connect-and-grow/): The PM Forum Canada Chapter is growing, and is thrilled to announce two exciting events that reflect our dynamic and expanding community. Monday, September 8, 2025 – Virtual Webinar (12–1 pm ET) Building Brand & Reputation in Canada: Navigating Geography, Culture & the Age of AI Join us for a timely conversation on how organisations can adapt their brand strategies to the uniquely regional, cultural and technological realities of the Canadian market.
- [Hill Dickinson announced as official stadium naming rights partner for new Everton stadium](https://pmforum.co.uk/hill-dickinson-announced-as-official-stadium-naming-rights-partner-for-new-everton-stadium/): Everton Football Club has announced Hill Dickinson as the official naming rights partner for the club’s new stadium at Bramley-Moore Dock that will see the iconic venue named the Hill Dickinson Stadium. This transformational partnership  represents one of the largest stadium naming rights deals in Europe. It brings together two Liverpool institutions, united by a global outlook, a deep commitment to the city of Liverpool, and a shared history that dates back to the very founding of Everton in 1878.
- [Treat them as clients](https://pmforum.co.uk/treat-them-as-clients/): Referral marketing has long been a source of work for professional services firms, yet for equally as long has been approached in a largely ad hoc and informal way. But no longer. Today, marketers are building and managing sophisticated referral programmes tracking work in and out of their firms and between colleagues. Or at least some of them. A survey from Passle in June suggests millions in revenue is being lost because lawyers are reluctant to refer work to their colleagues. They don’t want to appear ‘pushy’, Passle finds. Its survey suggests that firms could achieve a 12% increase in […]
- [Womble Bond Dickinson - How advertising builds brands](https://pmforum.co.uk/womble-bond-dickinson-how-advertising-builds-brands/): Womble Bond Dickinson is currently running three brand-building advertising campaigns. Dale Gorley explains why. When it comes to marketing in professional services, the significance of brand building is often overlooked. There is pressure for an immediate return on investment, which inevitably pushes many marketers to prioritise performance marketing efforts over brand building to appease leadership and finance teams in the short-term. However, according to a McKinsey & Company study, there is real value to be had by building your brand with strong B2B brands outperforming their competitors by up to 20%. The power of brand awareness One thing that ultimately […]
- [Dodging a bullet (but not for long)](https://pmforum.co.uk/dodging-a-bullet-but-not-for-long/): Icarus gets lassoed into community engagement. Readers last found me dangling on the precipice of career doom. It was all the doing of Rosemary, our head of human potentiality & fulfilment, or whatever she is calling her department this week. She’s had the hare-brained idea that to make us more receptive to innovation, we support service types need to be interviewed as if we were applying for the jobs we’ve already got. A bad report from the smug consultants conducting the interviews would lead no doubt to a black mark on my ‘balanced scorecard’ – which I fear is already […]
- [Eyes. Head. Heart.](https://pmforum.co.uk/eyes-head-heart/): Brands are not built in boardrooms or brainstorms. They are built in the hearts and minds of people. In a world of infinite scrolling, inbox clutter and constant pings, today’s professional services brands are fighting harder than ever for a second of your attention. We see – and forget – thousands of messages a day. And amidst this white noise, most brands blend in rather than stand out. But standout brands do exist. They make you look. They make you think. They make you feel something. What sets them apart isn’t always a bigger budget or a louder voice. More […]
- [Systemising referrals in professional services](https://pmforum.co.uk/systemising-referrals-in-professional-services/): A clear referral strategy will broaden a firm’s business development reach, generating more fees from more people, argues Thomas Coles. Research has repeatedly shown that more than 80% of satisfied clients are willing to recommend a firm but less than 30% do so without being asked. Referrals don’t end there, with every employee’s network containing potential referrers. In the modern connected world, anybody with a few years of experience probably has a thousand or more connections on LinkedIn, many of whom will trust them enough to be willing to help with referrals.
- [Rethinking technology evaluations in professional services](https://pmforum.co.uk/rethinking-technology-evaluations-in-professional-services/): The way professional services firms respond to pitches and tenders is broken. Mark Bilson explains how ikaun helped global firms Arup and GHD fix this business development bottleneck. Too many firms still evaluate technology through a 1990s procurement lens: issue an RFP, pick the feature-richest vendor and spend the next 18 months configuring for every hypothetical scenario. These waterfall-style deployments are slow, costly and frequently fail – not because the tech is flawed, but because the deployment model is.
- [Winning work in the age of AI -How professional services firms are transforming proposal generation](https://pmforum.co.uk/winning-work-in-the-age-of-ai-how-professional-services-firms-are-transforming-proposal-generation/): The way professional services firms respond to pitches and tenders is broken. Mark Bilson explains how ikaun helped global firms Arup and GHD fix this business development bottleneck. Across professional services, the volume of client requests for proposals has surged while business development teams remain lean, if not shrinking. In legal, architecture, engineering and consulting, firms are navigating an increasingly competitive marketplace where the ability to win work hinges on the speed and quality of their proposals. But too often, those proposals are being assembled in ways that haven’t meaningfully changed in over a decade.
- [Macpherson Kelley’s Amplifier success](https://pmforum.co.uk/macpherson-kelleys-amplifier-success/): When the Australian law firm Macpherson Kelley adopted the Amplifier approach over three years ago, the firm embarked on a profound cultural transformation. Initially, there was some scepticism. Some senior lawyers questioned whether clients would consistently participate in monthly feedback surveys and worried about potential internal friction from transparent feedback sharing. However, their concerns were quickly alleviated. COO David Ward reflects on their initial hesitation and subsequent success. “I remember presenting this to our principal lawyers. Many thought our clients wouldn’t bother to respond and that the transparency elements would be a problem internally.
- [The trust sellers - Helping marketing professionals move beyond the leap of faith](https://pmforum.co.uk/the-trust-sellers-helping-marketing-professionals-move-beyond-the-leap-of-faith/): Greg Tilse explains how leading professional services firms use real-time feedback to sell smarter and grow faster. Selling professional services has traditionally involved asking prospective clients to take a leap of faith. But leading firms are changing the game. Instead of relying on promises, they are systematically building trust, equipping partners and business development (BD) teams with objective, verifiable evidence of expertise and service excellence. Why does this matter? Clients today are more open than ever to switching providers, and service commoditisation continues to accelerate sharply as AI irreversibly transforms the professional services landscape.
- [Brand watch – Fisher German](https://pmforum.co.uk/brand-watch-fisher-german/): Laura Taylor explains why and how Fisher German embarked on a bold brand transformation. On May 1, we unveiled a bold new chapter in the Fisher German story; a vibrant rebrand that marks not just a visual transformation, but a powerful evolution of who we are and where we’re headed. This milestone coincides with our 25th anniversary since the formation of the modern-day business, born from a merger that laid the foundation for the dynamic consultancy we are today. Rooted in a legacy that stretches back to the 1800s, our rebrand acknowledges our rich heritage while embracing the future with […]
- [Spotlight - Eleanor Braham](https://pmforum.co.uk/spotlight-eleanor-braham/): Bindmans is a knight in shining armour to many of its clients. It is, Eleanor Braham tells Matt Baldwin, reflected in its marketing. Bindmans is arguably the UK’s leading human rights law firm. It has for over 50 years challenged injustice, protecting the rights and freedoms of ordinary people. Today, the firm continues to work with individuals but also businesses and not-for-profits, with fairness and access to justice its guiding principles. Its position in the market was a big pull for Eleanor Braham and her decision to join the firm’s four-strong marketing team in November 2024.
- [Colour speaks louder than words](https://pmforum.co.uk/colour-speaks-louder-than-words/): Michelle Hughes explores what colour says about your brand. There are many reasons why some brands stick in your mind more than others, from a catchy theme tune to a bold campaign or strapline, but one of the most obvious and often overlooked is colour (and font, but that’s an article for another day). When a business or brand launches or undertakes a rebrand project, selecting the right colour palette is one of the most crucial decisions in the visual process. On the surface, it may often appear that designers or marketers pick colours they like or colours that seem […]
- [The art of marketing](https://pmforum.co.uk/the-art-of-marketing/): For marketers to truly understand their firm it helps to see it through the eyes of its clients. Kim Aaronricks shares with Matt Baldwin the Rickard Luckin way. Kim Aaronricks had never planned on being a marketer, let alone the Head of Marketing for one of the oldest and best-known accountancy firms in Essex. She was an artist, painting murals for businesses and individuals in her beloved county. A temporary job, “just a few weeks”, to help her mum, an office and administration manager at Bird Luckin, cover for a departed receptionist changed everything. Twelve years later Kim is now Head of […]
- [From Hollywood to the boardroom](https://pmforum.co.uk/from-hollywood-to-the-boardroom/): An award-winning thought leadership campaign from Simmons & Simmons explores the dystopian and utopian futures businesses might face. Alice Nutbrown explains why the firm looked to science fiction and Hollywood for inspiration. In a world where the lines between reality and science fiction blur more each day, we took an unexpected cue from Hollywood to reimagine how the legal industry approaches thought leadership. The result? A bold, cinematic campaign that not only captured the imagination of clients but also positioned the firm as a forward-thinking leader in the legal sector. Shortlisted for a B2B marketing Drum Award, The Year Ahead 2025: […]
- [Managing the middle - Making the most of intermediary and referrer relationships](https://pmforum.co.uk/managing-the-middle-making-the-most-of-intermediary-and-referrer-relationships/): Marketing and business development teams should be the referral engine in their firms. Matt Skipper and Charlotte Harrison explain how. Every professional services firm has it. That quiet but steady stream of work which comes not from direct marketing or cold outreach, but from someone who knows someone. That could be a trusted accountant, former colleague or client who moved firms. These intermediaries and referrers, both external and internal, are often one of a firm’s main sources of opportunities and new work.
- [Rewriting the rules](https://pmforum.co.uk/rewriting-the-rules/): Law firm Spencer West thinks referrals are so important it based its business model on them. Emma Sosner, Director of Business Development and Marketing at international law firm Spencer West, thinks her firm’s approach revolutionises referrals, both internal and external. The firm combines the essence and independence of barristers’ chambers with the community and collaborative nature of a full-service law firm, with lawyers working essentially as profit-sharing contractors. But with 350 partners and more than 100 other fee earners, it’s much bigger than any chambers.
- [Gen AI in Action: Elevate your thought leadership](https://pmforum.co.uk/gen-ai-in-action-elevate-your-thought-leadership/): Are you leveraging Gen AI to improve and evolve your marketing activity? This national webinar organised by North West committee, aimed to deepen knowledge through real-world case studies and actionable insights. This session is focused on: How Gen AI can be utilised to support thought leadership, from research to message to content development. How to ensure that your messaging stands out, and isn’t just echoing what your competitors are saying. The presenter is Gay Flashman, former television and news journalist, and founder and CEO of Formative Content. Members can watch the full webinar here:  
- [PM Forum taster: Unlocking growth - How Marketing and BD teams drive value](https://pmforum.co.uk/pm-forum-taster-unlocking-growth-how-marketing-bd-teams-drive-value/): As Marketing & BD professionals, our role centres on helping frontline advisers add value to client relationships. Yet how much time do we devote to considering the extent that our marketing activities are adding value across the firm, and where we could add more value? A consistent theme from the Forum’s Annual Marketing Benchmark and the quarterly Sector Trends Tracker from the Managing Partners’ Forum is that marketing is viewed by leadership teams as integral to the strategic process given its significant impact on business growth. Much as marketers would like to be recognised as integral contributors to business strategy, […]
- [Membership](https://pmforum.co.uk/membership-2/): PM Forum welcomes the following new members: Alder King AlixPartners Cluttons Switalskis Solicitors
- [Going Aiwol?](https://pmforum.co.uk/going-aiwol/): John de Forte takes a sideways look at the world of professional services marketing. This month: everyone loves AI, but what are the risks for marketing departments? According to a recent survey, 94% of CEOs suspect their employees are using AI tools without company approval. Are they worried? No doubt a number feel that some form of central control is necessary; others argue that interrogating chatbots has become a habitual part of office life and cannot be policed effectively. Indeed, managers may encourage their staff to find their own way to use AI to solve problems. For marketers, the benefits […]
- [Highlights from the 2025 Professional Growth Summit](https://pmforum.co.uk/highlights-from-the-2025-professional-growth-summit/): The Managing Partner’s Forum held its inaugural Professional Services Growth Summit. Kim Tasso was there. A star-studded group of practice leaders assembled at the Institute of Directors on Friday 28 March for the inaugural Professional Services Growth Summit. Many were fresh from the Professional Services Management Excellence Awards the evening before. For those who missed it, Pinsent Masons won the marketing and business development gong with Trowers & Hamlins securing the thought leadership prize. The day was packed with learning and networking, with the head of a professional services membership body calling it “the single most useful day I’ve spent […]
- [Beyond the bill : How marketing and BD teams drive value-based pricing success](https://pmforum.co.uk/beyond-the-bill-how-marketing-and-bd-teams-drive-value-based-pricing-success/): Business development teams are law firms’ secret weapons in value-based pricing implementation. Shaun Jardine explains why. When I first started helping law firms implement value-based pricing and created the 8 P Point Plan™, I quickly realised something crucial. Success doesn’t just depend on lawyers understanding pricing; it requires a whole-firm approach, with marketing and BD teams playing a pivotal role. The marketing magic Think about it. A law firm’s marketing team already knows how to tell compelling stories, create engaging materials and communicate value. They’re natural allies in the value-based pricing journey. Yet many firms overlook this valuable resource, treating […]
- [It’s a matter of trust](https://pmforum.co.uk/its-a-matter-of-trust/): How can professional service providers build trust amongst clients through reviews? PM Magazine asked Alicia Skubick, the Chief Customer Officer at Trustpilot, for advice. Trust is the cornerstone of many professional services, particularly in industries such as legal and accounting, where clients must trust their chosen experts implicitly as they’re handling sensitive data. Whether it’s managing a firm’s financial records, consulting them on strategy or forming contracts, professional service providers have a responsibility to safeguard confidentiality, whilst delivering stellar advice and consultation. Edelman DXI’s 2023 Global Accountancy Trust survey found that 89% of respondents trust their chartered accountants. But in the professional […]
- [Trump vs Big Law Communicating in Chaos](https://pmforum.co.uk/trump-vs-big-law-communicating-in-chaos/): t has been a tumultuous start for US law firms under the Trump spotlight. Ben Girdlestone explores the reputational challenges. Normally, leaving the drafting of an article to the last minute before the deadline will only result in giving both the author and their editor some unnecessary stress. However, when we consider the cataclysmic political events of the last month, an accelerated drafting timetable going right to the wire was the only option. Early in February, the week after Donald Trump’s inauguration, I was in Washington DC and New York seeing several Big Law clients and prospects. I spoke to […]
- [The Kennedy Moment](https://pmforum.co.uk/the-kennedy-moment/): From The Body Shop to the Magic Circle, James Harkness explains what good internal communications look like and the challenges communicators will face. Good internal communication is evident when people understand how their day-to-day work contributes to the firm’s goals. It’s called the Kennedy moment. When in 1962 Kennedy visited NASA for the first time, he asked a janitor carrying a broom what he did, to be told “I’m helping put a man on the moon.” Now this is easier said than done when strategies, vision and values often seem to be ten a penny, change constantly and, for many […]
- [Kim Tolkien : The network builder](https://pmforum.co.uk/kim-tolkien-the-network-builder/): Kim Tolkien is the Business Development Manager for the global intellectual property practice at Clifford Chance. She is also the founder of the Legal BD Futures Forum. Kim Tolkien has recently been promoted, taking her first manager role at the law firm Clifford Chance. And it’s a big one. In a newly created position, Kim is now responsible for the marketing and business development strategy and implementation for the firm’s highly respected global intellectual property practice. It is a role that can see her coordinating a global pitch, arranging events and raising the team’s profile across the legal giant. “There […]
- [Relationship Matters](https://pmforum.co.uk/relationship-matters/): Relationship mapping is the key to winning new business, argues Dr Ryan O’Sullivan. Winning new business is a team effort. Research shows between eight and 13 decision-makers are involved on the client side, and they expect to engage with a diverse team in professional services firms. While the solution itself matters, building trust and credibility with the key decision-makers is what will differentiate one firm from the rest. Nowadays, most decisions result in staying with the status quo, so a firm’s solution has to be compelling, backed by strong executive support, with sufficient budget and, most importantly, have a clear […]

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