# What Lawyers Really Need To Know About Marketing

Page: https://stenobird.com/podcast/the-jabot-1141212/what-lawyers-really-need-to-know-about-marketing
Text version: https://stenobird.com/podcast/the-jabot-1141212/what-lawyers-really-need-to-know-about-marketing.md
Podcast: [The Jabot](https://stenobird.com/podcast/the-jabot-1141212)
Published: 2026-07-06T09:00:00+00:00
Episode link: https://atlthejabot.libsyn.com/what-lawyers-really-need-to-know-about-marketing
Audio file: https://traffic.libsyn.com/secure/atlthejabot/JAB221_mixdown.mp3?dest-id=655403
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JSON: https://stenobird.com/v1/public/podcasts/the-jabot-1141212/episodes/what-lawyers-really-need-to-know-about-marketing
Duration seconds: 1408

## Resource

Summary Kathryn Rubino sits down with Deborah Farone, one of the most experienced legal marketing and business development advisors in the country, to dig into what actually drives sustainable practice growth. Farone traces her career from a PR firm handling Milbank's account in the 1990s through Chief Marketing Officer roles at Debevoise and Cravath, to running her own advisory practice today. The conversation covers what big law gets wrong about business development, why existing clients are the most overlooked growth lever, how law firms are finally starting to teach associates what was once left unspoken, and what it really means for women lawyers to develop business on their own terms. Farone also addresses the industry's consolidation wave, the squeeze on mid-size firms, and why the biggest strategic risk for any law firm right now is standing still. Key Takeaways Business development starts with strategy, not tactics. Know where you want to go before you pick any tool or activity. Most business comes from existing clients. Growing those relationships and getting referrals from them is more powerful than chasing new names. The minders/finders/grinders model is outdated. Every lawyer at every level is now expected to develop business in some form. Women who build thriving practices do it in ways that feel authentic to them — opera evenings, hikes with clients — not by mimicking someone else's playbook. The biggest risk for any law firm is complacency. GCs want firms to come to them with intelligence and AI guidance, not the other way around. Links and Resources • Above the Law • The Jabot Podcast • Farone Advisors • Breaking Ground: How Successful Women Lawyers Build Thriving Practices — Deborah Farone Keywords legal marketing, business development for lawyers, la…

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## Transcript

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