Marketing and BD Consultancy
Legal Marketing and Business Development Consultancy
My work is grounded in more than 25 years advising law firms across the UK and internationally. I understand partnership dynamics, reputation risk and the commercial pressures that shape decisions.
Where AI strengthens the quality of my work or the speed of delivery, I use it.
What I Work On
Growth Strategy and Market Positioning
Business Development Training and Coaching
Legal Directories and Rankings
Fractional Marketing Leadership
What Clients Say
“Vikki helped us move our firm’s marketing from a 20th-century mindset to a 21st-century one.”
Senior Partner,
UK Commercial Law Firm
Partner,
Construction Law Firm
Questions people ask
What do your strategic marketing and BD services cover?
They cover the senior marketing and business development thinking a firm needs to grow, from strategy through to execution. That includes growth strategy, positioning, business development coaching, legal directory support and leadership guidance. Some firms want direction and a clear plan, others want help delivering it, and some need experienced leadership on an interim or fractional basis. The work is shaped around what the firm actually needs rather than a fixed package.
What is fractional marketing leadership, and when does a firm need it?
Fractional leadership means having an experienced marketing and BD leader working with your firm part time, without the cost of a full time senior hire. It suits firms that need senior direction but do not have, or do not yet need, a full-time marketing director. It is useful during a gap between hires, at a point of growth or change, or where an existing team is capable but would benefit from experienced leadership guiding priorities and standards.
We don’t have a marketing director. Can you fill that gap?
Yes. Providing senior marketing and BD leadership on a fractional or interim basis is a core part of this service. I can set direction, prioritise activity, guide or mentor an existing team, and make sure marketing and business development are joined up with the firm’s commercial goals. For firms that are not ready for a full-time hire, or need cover during a transition, it brings experienced leadership without the fixed overhead.
How is this different from a traditional marketing agency or consultant?
It combines senior in-house legal marketing leadership with independent strategic advice, which most agencies and generalist consultants cannot offer. I have led marketing and business development inside law firms and advised them as Principal at Edge International, so the work is grounded in how firms really operate, not just theory. AI is integrated throughout to improve quality and efficiency, but the judgement and strategy remain human and specific to your firm.
Do you provide strategy, execution, or both?
Both, shaped to what the firm needs. Some firms want a clear strategy and plan they can then run themselves. Others have the direction but need experienced help to deliver it. And some want ongoing leadership that covers both, on a fractional or interim basis. We agree at the outset where the line sits, so you get strategic thinking, practical delivery, or a combination, rather than a plan that never gets acted on.
Can you help with our positioning and messaging?
Yes. Positioning is often where growth starts, and it is a core part of this work. I help firms and practice groups get clear on what they are known for, who they are for, and why a client should choose them over an equally capable competitor. From there we make sure that positioning comes through consistently across the website, pitches, directories and business development, so the firm tells one clear, credible story.
What is business development coaching, and who is it for?
Business development coaching is practical, one to one or small group support to help fee-earners and teams win and grow work with more confidence and consistency. It suits partners and lawyers who know they should be doing more business development but struggle to make it a habit, as well as teams that want a sharper, more joined-up approach. The focus is on their real clients and targets, so the work turns into activity rather than good intentions.
Do you help with legal directory submissions such as Chambers and Legal 500?
Yes. Legal directory support is part of these services, covering strategy, submissions and the way you present the firm and its practices. Directories still influence how clients and referrers assess firms, and strong submissions take real work and judgement. I help you decide where to focus, sharpen the case you make, and manage the process so it supports your wider positioning rather than sitting apart from it.
Can you mentor or develop our existing marketing team?
Yes. As well as leading or advising, I can mentor and develop an in-house marketing or business development team. That might mean guiding priorities, raising standards, coaching individuals, or helping a capable team step up to more senior, strategic work. For firms that have the people but want experienced guidance, this builds the team’s confidence and capability while keeping the work moving.
How do you work with managing partners and fee-earners?
Closely, because growth depends on them. Marketing and business development only work when they are joined up with the people who win and do the work, so I work directly with managing partners, practice group leaders and fee-earners, not just the marketing function. That means aligning the plan with the firm’s commercial goals, involving the right people, and making business development something the firm does consistently rather than in bursts.
Where does AI fit into strategic marketing and BD work?
AI supports the work but does not lead it. It improves quality and efficiency across research, content and analysis, which means faster, better-informed work and more time for strategy. The direction, judgement and client understanding stay human, because technology alone does not drive growth. Clear positioning, consistent business development and trusted relationships still decide who wins work, and AI is used to strengthen those, not to replace them.
Which AI tools do you use, and can you support Microsoft Copilot?
The work is tool agnostic, and Copilot is often the practical default because most firms have already given their people licences. Where AI supports the strategy and delivery, I use whatever fits your firm’s environment and policies, and I can help your people and teams get real value from Copilot in particular. If you also use or prefer ChatGPT, Claude or other tools, I can work with and train in those too. The strategy leads, and the tools serve it.
How do engagements usually work?
Engagements are shaped around what the firm needs, whether that is a defined project, ongoing retained support, or interim and fractional leadership. Some firms want a strategy and plan they can run themselves, others want continued involvement to help deliver it, and some need hands-on leadership for a set period. We agree scope, focus and how we will work together at the outset, so the arrangement fits your priorities, your team and your budget.
How quickly can you start, and what does the first stage involve?
The first stage is usually a conversation about the firm, its goals and where the pressure is, followed by a short piece of work to understand the position and agree priorities. From there we shape the engagement around what you need most. Timing depends on scope, but the early focus is on getting a clear, realistic plan in place quickly, so effort goes to the things most likely to support growth.
How is this priced?
Engagements are priced around scope rather than a fixed package, because firms need very different things. A defined project, ongoing retained support and fractional or interim leadership each work differently, and the arrangement is agreed with your priorities and budget in mind. Fractional leadership in particular is a way to access senior experience without the cost of a full-time hire. We agree scope and cost clearly at the outset, with no surprises.
What kind of firms do you work with?
I work with law firms of varying sizes, from smaller and boutique practices to larger and international firms, in the UK and internationally. What they share is a wish to grow with a clear plan, and an interest in using AI in a considered way rather than chasing it. The work suits firm leaders, marketing and BD directors and managing partners who want experienced, independent support to strengthen how the firm grows.
How does this differ from your AI training services?
This service is about marketing and business development strategy and leadership, with AI integrated to improve quality and efficiency. The AI training and integration services are focused specifically on building AI capability, for individual rainmakers or for marketing and BD teams. Many firms use them together, for example strengthening strategy and leadership here while building the team’s AI skills alongside. If you are not sure which fits, a short conversation will point you the right way.