This article has been authored by Anshu Sharma, a seasoned professional with expertise in client management, business development, and marketing within the legal sector.

Anshu has held key roles at renowned firms such as Chandhiok and Mahajan, Advocates and Solicitors, Singhania & Partners LLP, and LexStart Partners, where she was instrumental in managing internal and external communications, building strong client relationships, and driving business development initiatives.

Imagine you’re climbing a mountain.

Some climbers carry their own gear, navigating the terrain with the help of a sturdy walking stick. Others prefer a team of sherpas, guides, and porters—supporting every step of the journey, from managing equipment to charting the best route ahead. The same metaphor applies to business development for law firms: whether you need a single hire or a consulting service depends entirely on your mountain, your pace, and your priorities.

The Myth of a Universal BD Formula

Too often, lawyers and law firms jump into business development thinking there’s a one-size-fits-all solution—like downloading a generic blueprint and expecting it to fit a bespoke structure. But here’s the truth: no two lawyers or firms are at the same stage of the BD journey.

A solo practitioner swamped with deliverables might simply need someone to ghostwrite posts, manage LinkedIn updates, and maintain a steady online presence. On the other hand, a boutique firm aiming for awards, press features, newsletters, internal coordination, and strategic visibility needs a far more robust setup.

First, Know Thyself

Before choosing a BD model, ask yourself not just what you need but how involved you want this person (or team) to be.

• Do you see them as someone at the edge of your operations—working independently with a checklist?
• Or do you need someone who’s in the thick of it—attending meetings, managing internal updates, pushing partners for input, and living your firm’s ethos day in and day out?

This is where most firms trip up. They might bring in a consultancy expecting employee-level commitment or hire an individual and then outsource half the responsibilities. It’s not the role that fails—it’s the expectation management that falls apart.

The Core Difference: Consultant vs In-House BD

Think of a consultancy as a Swiss watch: precise, structured, and efficient—but not something you open up and tinker with every day. Consultants bring a team of specialists who’ll honour timelines, offer expert input, and deliver high-quality outputs. But you need to feed them the right information, on time. If you delay, they delay. If you want more than what’s scoped, there will be costs involved.

An in-house BD person, however, is like a multitool—always accessible, ready to adapt, and immersed in your daily rhythm. They’re not just executing strategies but managing communication, fixing gaps on the fly, and constantly improvising. They can chase partners for matter updates, make last-minute changes to award entries, and fine-tune LinkedIn posts without asking for a revised timeline. You don’t have to brief them daily—they’re already in the room.

Growth Requires More Than a Deliverable Checklist

Business development isn’t just about output; it’s about momentum. A series of isolated deliverables—no matter how polished—cannot replace the value of strategic continuity. Whether it’s awards, press, social media, or client engagement, the real question is: who’s holding the thread of your firm’s narrative over time?

That’s why some firms outgrow their consultants and others never quite get the best out of their in-house teams. BD only works when there’s clarity on ownership. Is someone truly accountable for moving the needle week after week? Can they connect the dots between client wins, legal developments, internal culture, and public positioning?

If you’re looking for BD to play a central role in your growth story—not just tick boxes—then your choice needs to be about fit, vision, and internal alignment, not just cost or capability.

So, What’s the Right Answer?

There isn’t one. That’s the point.

It depends on your internal bandwidth, your level of clarity, and how embedded you want your BD support to be. The key question isn’t just what you need but how you view the role itself—is it a service provider you hand over tasks to, or a strategic partner who grows with you? At the end of the day, the goal is growth. But how you get there—solo climber with a guidebook, or a full expedition team—is a decision only you can make.

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