Canada: Building an Activator Culture
Canada: Building an Activator Culture
Tuesday, July 7 | Noon - 1 p.m. ET
The professional services landscape is evolving rapidly, creating unprecedented opportunities for firms to adapt their business development strategies. As buying processes become more structured and competitive, groundbreaking research studying 2,941 business developers across 41 firms identified five distinct partner profiles—with one clear winner. The Activator profile, characterized by partners who proactively build networks, educate clients on critical issues, and create value through strategic introductions, dramatically outperforms all others. Moving from weak to strong demonstration of Activator skills can lift revenue generation by up to 32%. Growth isn’t driven by more BD activity alone. It requires both a shift in partner behavior and an evolution of the commercial infrastructure behind it. Firms that outperform don’t treat these separately. They realign their infrastructure— how they invest BD dollars, enable collaboration, and go to market—to reinforce the behaviors they want from partners. Marketing/BD Leaders should be the architects of that system, in collaboration with Managing Partners or the lawyers responsible for the most commercial practices. We encourage you to bring them along to the session.
This session will explore the Activator Development System, the successes being achieved globally, how the program works and why our delivery results in the change you are interested in driving at your firm. We will review a playbook/anatomy for those responsible for BD and Marketing in firms, which helps you assess your current state. The session will wrap up with a look at what is next in terms of our research.
Location:
A Zoom link will be emailed upon completing registration.
Cost:
LMA Members: Complimentary!
Prospective LMA Members: Complimentary!
For questions or concerns about your event registration, please contact lmacanada@legalmarketing.org