Catching Up

Practical AI confidence for BD and marketing professionals in UK law firms.

If you are a BD or marketing professional in a UK law firm who is being asked to drive more revenue, demonstrate clearer commercial impact and support AI adoption - while still running pitches, supporting partners and managing a full workload - this practical "workshop in a book" is for you.

Catching Up: AI Confidence for Legal BD & Marketing is designed for BD managers, marketing professionals and firm-wide BD directors who want to use AI purposefully: not as a buzzword, but as a practical tool for pitches, proposals, client intelligence, thought leadership and relationship management.

No technical background required. No expectation that you have a technology team behind you. No hype about tools that promise everything.

What's inside
Seven short chapters, each with a practical exercise built around the real work of legal BD and marketing, plus a full prompt library and reference guide.

• Why the majority of UK law firm AI investment is generating no measurable BD ROI - and what that means for your function
• What generative AI is and how it applies specifically to a BD and marketing context
• Ten BD and marketing use cases ordered by commercial impact and partner credibility, from client briefings and cross-sell preparation to thought leadership, pitch introductions and RFP responses
• The five-part prompt formula applied to legal BD tasks
• How to use AI to build partner credibility and shift from reactive to proactive commercial intelligence
• Responsible AI use in a legal context: SRA considerations, client instructions and firm data policy
• A complete prompt library for pitches, proposals, client intelligence, thought leadership, directory submissions and more

Who it's for
BD and marketing professionals in UK law firms at any level - from coordinators building their skills to BD directors shaping firm-wide capability - who want a practical, honest guide to using AI in a way that demonstrably improves commercial outcomes.

The research behind it
This edition draws on the Passle Cross-Selling & AI in Legal Marketing Survey 2025, the Actionstep UK Midsize Law Firm Priorities Report 2026, the Thomson Reuters Institute's AI research and Wolters Kluwer's Future Ready Lawyer Survey 2026 - all fully attributed.