Legal leaders discuss relationships with law firms at the Legal Marketing Association Conference

“I have noticed that there is a significant disproportion between the person who is actually providing you with the work and the service and the person I may have originally reached out to,” said Gedeon – a former Fasken partner. “The person who is on a call with you at two o’clock in the morning is almost never the super senior dude who gets all the credit.”

Roy always starts by asking law firms how their origination credit works to make sure that the person doing most of the leg work is also the person getting most of the credit. Partners often get paid based on bringing a client in, even when a junior lawyer is the one working on the file, she said.

“This has to change,” said Roy. “Everybody has to be really thoughtful about who they call and who gets the credit.” Roy told the audience that she refuses to attend “bro lunches”, favouring groups that include women as well as racial diversity and LGBTQ+ diversity, and junior lawyers. Roy was a co-creator of Lenczner Slaght’s award-winning website which was designed to level the playing field for referrals to female lawyers.

When forming relationships, law firms need to make their clients feel heard and listened to, instead of worrying about a perfect pitch book, in Gedeon’s view.

“I actually refuse pitch books. I don’t care about your rankings,” says Gedeon. “I want to know how you interact with me and what your momentum is and how you’re critically thinking. “It’s a new generation of GCs and a new way of doing things.”