General counsel say they’ve grown exasperated by law firms’ continued lack of transparency, especially related to billing.

Mary K Young observes that some law firms might need to put systems in place to better track clients’ outside counsel guidelines, which she noted are inherently tricky because there’s no uniformity from one to the next. But she suspects that some of the complaints from general counsel stem from communication breakdowns inside their own companies.

Cravath Swaine & Moore’s move to raise associate salaries beyond the scale set by its rival Milbank pressures less-profitable firms to ponder pay bumps they can’t afford. While firms in the top tiers of revenue and profitability are likely to follow Cravath’s lead - and several already have - others in the industry are ill-positioned to do so. Peter Zeughauser observes that the prospect of Cravath-type raises will stress a lot of firms. Some will avoid such raises and suffer the fall-out of “more poaching” from firms that can pay top compensation.

International law firms operating in China have trimmed headcounts in China and Hong Kong as a result of the weaker economic environment. Peter Zeughauser observes that the China market isn’t for everyone, so firms need to chart their own China strategy. He also highlights a bigger common problem facing international firms in China at the moment, and that is the rise in sophistication of homegrown Chinese firms.

Greentarget and Zeughauser Group’s latest State of Digital & Content Marketing Survey — our first in three years — revealed that clients of professional services firms see diversity, equity and inclusion (DEI) as a key business priority.

Mary K Young, along with John Corey and Betsy Coag, will discuss a recent survey of consumption behaviors, attitudes, and preferences of in-house counsel and executive decision makers. This research pairs client consumption behaviors with practical guidance for law firms and professional service providers on how to break through to these difficult-to-reach audiences. The session will provide an opportunity to learn about the content formats, platforms, and channels that clients frequent and value most, to understand the top reasons content “misses” for clients, and to decode what clients are really looking for in terms of DEI-focused content.

12:00 p.m. CT, November 15, 2022

For additional details and registration information, visit 2022 Survey

Law firm managing partners should take note: the Big Four are still a big threat. While the Big Four accounting firms seem perpetually mired in allegations of botched, biased or influenced audits, such accusations will do little to stop these firms from offering legal services and taking an increasingly larger slice of the pie from law firms. Law firm managing partners should take note. Mary K Young notes that because the Big Four and other accounting firms have strong, long-term relationships with many of the same clients that law firms are hoping to serve, the Big Four has opportunities to provide legal services simply by virtue of the fact they already have the relationships. She explains that law firms, in a bid to expand their service offerings, aim to deepen their relationships with the client by adding value. But the areas in which law firms are trying to add value often rub up against areas in which accounting and consulting firms excel.

Law firm leaders are keen to compare their results to those of other firms, but that can be a challenge in a segmented market. Mobility-minded lawyers might pay extra attention to the profits per equity partner figures and start to wonder whether they could make more at another. Similarly, some law firm leaders are tempted to compare their metrics with those of other firms. Mary K Young observes that firms that aren’t keeping pace with a growing market will face significant consequences with talent, and the challenge for midsize law firms is to understand the markets and the source of competitive advantage.

In a Q&A session, Kent Zimmermann discusses

• how different models of law firm partner compensation work and how each affects an attorney's approach to business development;
• potential issues or concerns with firms trending toward incentivizing business development via partner compensation; and
• how law firm marketing teams can leverage their knowledge about partner compensation models to help drive BD efforts.

With clear priorities for the firm, which lead to clear priorities for marketing and BD, it’s possible to build a high-performing team that knows what is expected and knows how to prioritize their time and money.

Zeughauser Group's 2021 Pocket Guide to the American Lawyer Rankings of the Am Law 200 by Profits Per Equity Partner and by Value Per Lawyer; The A-List; The Global 100; The Global 200; The China 50; The Asia 50; and The Corporate Scorecard.

If you would like a hard copy of the 2021 ZGuide, please send an email to zgadmin@consultzg.com with "2021 ZGuide Request" in the subject line and provide your mailing address.