From Deadline to Strategy: Preparing for the Next Submissions

How to Reflect, Refine, and Reengage for a More Impactful Submission Cycle

4 min read

Now that the main submission rush is behind you, it might be tempting to take a breather or dive back into the client work that was temporarily sidelined. However, this is the perfect opportunity to refine your process for the next submission period.

The February submission deadline might feel distant, it will be here before you know it—along with those urgent emails from your assistant or marketing team, complete with CAPITAL LETTER SUBMISSION DEADLINE REMINDERS.

So, how can you set yourself up for success in the next cycle? Here’s what you can do now to stay ahead and streamline the next round.

1. Reflect on the Recent Submissions

Start by critically evaluating your last submission. What worked well, and what needs improvement? Did you include all the crucial details and cases? Was your strategy aligned with your practice group’s goals? Did it reflect the talent pipeline evolution matrix? Reflecting on these questions now will set you up for success in the next cycle.

Review your submission carefully to ensure it has enough depth and breadth. Did it highlight your firm’s full capabilities? Make sure to showcase a diverse range of lawyers, from senior partners to junior associates, to reflect your team’s full strength. By addressing this now, you can avoid issues later and ensure that everyone is properly represented in the next submission.

If you purchase analysis reports from legal directories, use them wisely. They come at a cost, and must deliver a return on your investment. These reports will highlight areas for improvement and show trends for your lawyers and practice area. While negative feedback can be discouraging, treat it as constructive criticism. For example, if a report shows that a lawyer isn’t visible enough in the market, develop strategies to boost their profile and address that gap moving forward.

2. Reassess Your Strategy and be Prepared

Focus on three key strategies: individual, practice group, and broader firm strategy.

It’s essential to have a clear understanding and alignment with both the practice area and firm-wide strategies. If possible, encourage open discussions about individual strategies during the submission process. Since different legal directories use various research and ranking methods, having a well-defined plan for individuals within each practice area will make decision-making smoother and help avoid conflicts.

Review last year’s submission and update your strategy for the coming year. Take into account any changes in the team, shifts in firm leadership, or changes in workload and types of mandates. Document these updates so they can be easily referenced and adjusted as needed for future submissions.

Ensure the platform where you are documenting your cases (e.g. your deal database) is current and comprehensive. A well-organised case repository can significantly reduce stress when it’s time to update submissions. If you don’t have one, consider setting up a system now to streamline the process. Choose a solution that allows for easy updates and searches, and consider a cloud-based option for better accessibility and collaboration. Investing in a solid platform not only simplifies submissions but also improves overall efficiency by providing a centralized repository, ensuring more accurate and timely entries. This could also be a task delegated to a junior team member – what a great way to emerge themselves into current cases!

3. Keep the Submissions Team Engaged

Ensure the submissions team understands their ongoing responsibilities for the year ahead. This team, often made up of associates who may not yet be ranked, might not fully grasp the significance of their contributions. Remind them of upcoming deadlines and encourage regular communication with the marketing team to stay on track.

If there are any major changes to the submission strategy, make sure the team is informed and that their work aligns with these updates. Show your commitment by organising meetings or lunches to emphasise the role submissions play in client acquisition and business development. Acknowledging their efforts will help the team recognise the importance of their role.

Lawyers sometimes underestimate how crucial submissions are for business development. These submissions not only help attract future clients but also foster collaborations with firms in other jurisdictions. While preparing submissions can be time-consuming and may seem less urgent than billable work, the long-term benefits are significant. By investing this time, the firm strengthens its reputation, attracts new clients, and acquires top talent, contributing to lasting growth and success.

In summary, while the rush of the submission period is over, now is the time to lay the groundwork for future success. By reflecting on and refining your approach, reassessing your practice area strategy, and keeping your submissions team engaged, you’ll enhance the quality of your next submission and streamline the process, making it more effective and less stressful.