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DARK HORSE
We were never meant to be in the race – much less win it
“From outsider firm to 20% of client’s legal work”
Situation
An AmLaw 50 firm had never been invited to pitch for this Fortune 500 company's legal panel. The incumbents—three white shoe NYC firms who'd held their spots for decades—treated the panel refresh as a formality. Our only edge: a senior associate who'd gone in-house there three years earlier. The partners knew they were the longest of long shots: "We were never meant to be in the race—much less win it."
Approach
Instead of competing on pedigree, we competed on coverage. Mapped every key contact at the company, from the GC down to regional compliance managers. Assigned each partner and senior associate to shadow a specific client counterpart—understanding their priorities, pressures, and what kept them up at night. This positioned us to anticipate each stakeholder's needs and deliver support before they asked for it.
Twist
We secured the panel spot, but the real win came after the appointment. Our alumni intel revealed the GC's hidden priority: several new hires on his expanded team who needed to succeed for him to succeed.
We stayed close to these junior lawyers, offering "hotline" advisory services at no charge—removing any barrier to early-stage consultation. While incumbents waited for formal mandates, we were advising on matters before they became matters. This early intervention approach meant when work did materialize, we were already embedded in the solution.
Result
Captured 20% of the client's legal spend in year one—unheard of for a new panel member. The coverage model became the firm's signature approach, winning three more Fortune 500 panels over two years.
The alumni who opened the door? She became CLO within 18 months, partly because her legal department was finally functioning as a cohesive team. The white shoe firms never saw it coming.
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