LMA Los Angeles, February 2011

1. Creating a sales culture:
a discussion of law firm
business development and
sales
Hans Haglund
Mike Krenn
Adam Stock
David Freeman

2. BACKGROUND

3. www.venturepipeline.com

4. www.venturepipeline.com

5. Agenda
Bootstrapping the process
Direct sales
Client teams, reviews & feedback
Tracking success
Other thoughts

6. BOOTSTRAPPING THE
PROCESS
What are the challenges?
How do I get started?
Who are our clients?
What are our capabilities?

7. CHALLENGES
Marketing vs. business development
Compensation models
Limited resources

8. Who are our clients?
Client information

9. Who are our clients?
Business Trends
Competitive Intelligence

10. What services do we provide?
Services we provide

11. What services do we provide?

12. What services do we provide?

13. What services do we provide?

14. What services do we provide?

15. DIRECT SALES
What is the state of the industry?
How do I get started?
How do I pick targets?
What tools do I use?
What are the challenges?

16. Getting into the marketplace
Private Equity Landscape:
Trends and Developments to
Follow in 2010
European Restructurings -
Distressed Debt and M&A Opportunities
An Executive Roundtable Featuring
Leading Experts in Finance and Law
Registered Direct and At-the-
Market Equity Offerings:
Trends for Raising Capital in
2010

17. CLIENT TEAMS, REVIEWS &
FEEDBACK
What is the state of the industry?
How do I get started?
How do I pick targets?
What tools do I use?
What are the challenges?

18. Top 200 clients account for 60-85% of
revenue
0 200
Typical distribution of revenues for top 200

19. Client reviews v. Client teams
Client Review Client Team
• 1-2 times/year • 4-10 times/year
• A review and • Pursuit process
inspection process • Interdisciplinary
• May turn into a team
client team • High growth
• About bringing full potential
resources of the • Many contact points
firm to the client • Pursuit oriented
• Service oriented

21. There is no substitute for asking your
clients
Every client has different specific needs:
Responsiveness
Billing detail and formats
Budgets and summaries
Bench strength
Business referrals
Education
Etc.
 Find out what the needs are and address them

22. TRACKING SUCCESS

25. OTHER THOUGHTS