Meeting the Evolving Needs of Legal Clients: Insights from the 2025 LMA In-House Panel

What Today's General Counsel Expect from Their Law Firms

At the 2025 LMA Annual Conference, a standout session brought together a panel of accomplished general counsel to share what truly influences their decision-making, from initial engagement to long-term relationships with law firms. Their message was clear: law firms must evolve beyond traditional tactics. Today’s in-house counsel expect meaningful connection, specialized expertise, and unwavering responsiveness.

Here are the key takeaways for law firm leaders focused on earning and retaining their clients’ trust:

Thought Leadership Matters—But Only When It’s Targeted

Generic client alerts have hit a point of saturation. General Counsel value targeted insight with information that speaks directly to their business, industry, or current challenges.

“It’s incredibly helpful when a firm sends an update with a note explaining why it matters—or doesn’t—to us.”
—Eric Dodson Greenberg, EVP, General Counsel, Corporate Secretary, Cox Media Group

Tailored communications save clients time, build trust, and show that firms pay attention. Instead of guessing what might be useful, firms should take the time to understand what their clients are dealing with—regulatory shifts, market-specific risks, and internal pressures—and tailor their communications accordingly. This shows respect for the client’s time and earns credibility over the long term.

Reputation is Contextual

While rankings like Chambers or Best Lawyers still have a role, they aren't everything. For complex matters or high-stakes investigations, a reputation within a specific domain, such as regulatory expertise or familiarity with federal investigations, carries more weight.

“Sometimes we need a firm known for going up against the government. Other times, that kind of brand name isn’t as critical.”
—Lillian Howard Potter, Head of Enforcement, Compliance and Investigations Office, Ericsson

What’s more, firms must remember that GCs often answer to a broader audience. Their selection of outside counsel must resonate with CEOs, CFOs, and boards. That means presenting a strong value proposition that demonstrates both technical excellence and cultural alignment. Tools like Leopard PROWESS help in-house teams and law firms alike by offering data-driven comparisons that go beyond prestige, supporting informed, contextualized firm selection.

One-on-One Relationships Outweigh Firm-Sponsored Events

Invitations to law firm events are great, but they don’t compare to a meaningful connection. A personal email or coffee invite from someone the GC knows makes a much stronger impression.

“It was personal. It was an authentic expression of our relationship, not just a mass invite.”
—Eric Dodson Greenberg

Building trust requires consistency, empathy, and genuine interest in the client’s world, not just periodic outreach or transactional interactions. Tools like CRM and ERM systems (such as ContactEase) can help firms map and manage key relationships throughout the organization. The goal? Go beyond "who knows who" to understand who has influence and how those relationships evolve.

Help Clients Make the Internal Case

Lawyers often focus only on what the general counsel (GC) wants, but in many organizations, the GC isn’t the only decision-maker. Stakeholders, such as HR, private equity sponsors, or government relations teams, also weigh in.

“The billing department is part of the relationship. If you’re sending me a .2-hour bill from six months ago, that sends a message no one’s paying attention.”
—Eric Dodson Greenberg

It’s not just legal outcomes that matter—it’s the entire experience. A surprise invoice, an unclear project timeline, or an inability to report progress can erode trust. Law firms that invest in a streamlined, tech-enabled client experience will stand out from the crowd. With a cohesive legal tech ecosystem like SurePoint’s, firms can remove internal silos, simplify billing, and ensure attorneys have the tools they need to serve clients proactively and professionally.

Final Thought: Earning Trust Is an Ongoing Effort

Next steps for firms seeking to strengthen GC relationships:

• Audit your outreach: Are your alerts, updates, and events truly targeted? If not, refine your segmentation and take time to understand what matters to each client.

• Support internal advocacy: Make it easy for GCs to champion your firm internally by being clear on your differentiators, providing timely reporting, and simplifying billing and communication.

• Prioritize relationships over transactions: Use your CRM and relationship intelligence tools to identify where your connections are strongest—and where they need nurturing.

• Equip your attorneys with better tools: Empower your teams to deliver a seamless client experience with integrated practice, financial, and relationship management platforms.

• Leverage financial intelligence to drive strategic decisions: Clients notice when your firm is proactive, efficient, and aligned with their goals. Explore how firms are using data to improve performance and client value in our guide: Financial Intelligence for Law Firms.

Staying top of mind with general counsel today requires more than doing good legal work. It means showing up with insight, intention, and follow-through, every step of the way. Ready to explore how SurePoint can help your firm stand out and engage with clients on their terms? Connect with an expert or request a demo today.