Marketing professionals are taking a more strategic role inside firms as clients insist on different service models, clearer value, and visibility into technology and trust.
Questions about AI readiness, trust, value delivery, and pricing are central to client demands and are reshaping how firms position and sell their services.
Firms face pressure to make proposals and service models more client-facing and outcome-focused rather than relying on internal conventions.
Marketing professionals are playing an increasingly vital role in translating it into firm strategy. It can — and should — inform how the firm competes, governs and differentiates itself, and plans for the future. Trust Is the New Competitive Advantage Tanya Amyote AI may be transforming the way legal work gets done, but it hasn't changed the fundamentals of business development and legal marketing.
September 23, 2026 Why Law Firms Don't Buy Technology, They Buy Trust Doreen Kaminsky The strongest, longest-lasting partnerships were never built because one platform had more features than another. Fast, authoritative coverage and sharp analysis. One of the most important tools in that race is something many law firm marketers may not have heard of: schema.
5 minute read September 11, 2026 at 01:33 PM By Dan Packel Photo: A Subscription is Required to Access this Content. All other uses, submit a request to [email protected].
Here are three likely power shifts that tilt the seesaw toward clients. The post Law Department 2.0: When Clients Take Control (Part II) appeared first on Above the Law .
Big Law and corporate legal departments may ultimately agree on one avenue forward: billing by the outcome and value—not by the hour, corporate counsel sources and consultants say.
Is Astra for Law a market disruptor that resets the competitive landscape? Or a noninvasive species in legal's expanding AI ecosystem?The answer might be both.
As clients increasingly expect the sophistication that artificial intelligence makes possible, law firms can use the proposal to adopt a client service mindset that delivers practical guidance the in-house legal team can use without translation, say attorneys at Stinson.
AI may be transforming the way legal work gets done, but it hasn't changed the fundamentals of business development and legal marketing. Clients still choose firms they trust.
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