Law.com’s Mid-Market Pro profiled Burr & Forman in a May 7, 2024, article detailing the firm’s strategic and successful approach to growth in new markets, including insight from CEO and Managing Partner Ed Christian and Chief Marketing Officer Kathryn Whitaker.

When entering a new market, Whitaker said firm leaders “often start with our industry strengths” in financial services, food & beverage, manufacturing, and health care. “That’s one of the ways that we go to the market and try to develop additional clients and expand relationships with our existing clients.”

“We first focus on serving those existing clients well,” Christian added. “Our clients are our best referral sources, so opportunities for new business often come after an existing client contact provides an introduction.”

Christian and Whitaker offered insights on the extensive strategic and tactical considerations to effectively engage and serve clients in new markets while also layering in expanded services retained in a combination. “We really learn from the client what they need, what they like from their outside counsel, how they like to receive information … if we’re already representing them, what can we do better?” Whitaker said. “We roll all of that client feedback into positions that we message with our whole firm—what our strengths are, what we can improve upon.”

For the full article, please click here.