Pintu Babu specializes in Practice Development (Marketing & Analytics) for Nishith Desai Associates based in Mumbai, India. In this interview with Asia Law Portal, Pintu reflects on his career in legal business development and the strategies he helps deploy in this important role in India.
Tell us a bit about yourself, and your experience in legal business development and marketing in India.
Thank you, Asia Law Portal. I oversee business development strategy, along with analytics and marketing efforts for Nishith Desai Associates, a top-tier law firm in India. Hailing from the beautiful city of Bareilly in Uttar Pradesh, known for its iconic Jumka (a type of decorated earring), as a child, I was intrigued by the ethical aspect of law. This led to me opting for the competitive 5-year law degree at one of India’s leading NLUs, Hidayatullah National Law University.
My core training in pure law and an innate interest in the business of law allowed me to develop a unique set of skills, such as – business research, strategy formulation, brand visibility enhancement, and performance analytics for law firms. In essence, I apply both micro and macro lenses to closely monitor and maneuver the living-breathing law firm. Over the years, I’ve helped law firms streamline daily operations, implement systems for effective collaboration between lawyers and clients, devise strategies to position lawyers as practice experts, and ensure overall profitability.
What inspired you to pursue this focus as a career?
Working in this domain for some time, I realised that the field of business development within law firms is relatively new, primarily due to the historical prohibition and perceived stigma on lawyers from direct advertising in public or actively soliciting clients. Globally, the study of the economic aspects of law firms is a recent development. In 1957, the United States American Bar Association established a Special Committee on Economics of Law Practice with the aim of improving lawyers’ economic status.
The ongoing debate on whether the law is a profession, or a business remains, but in the current era of globalisation, lawyers have expanded their roles beyond traditional lawyering. Today, law firms provide strategic consulting, risk assessment, compliance advisory, and financial analysis. Hence, recognising the need for a broader skill set, law firms have gradually endeavored to build in-house business development teams. My interest in strategy and the business side of law led me to this field. Hence, in the words of famous American poet Robert Frost, I took the road one less traveled by.
What do you see as the most important things law firms should focus on when conducting legal business development and marketing?
Law firms are different from product-based companies such as Coca-Cola or Nike, necessitating a different approach to business development. Unlike tangible products, law firms lack a physical item to showcase. While some law firms rely solely on their websites, others adopt a more aggressive approach by establishing omnipresence across various social media platforms. However, effective law firm business development extends beyond social media marketing.
Similar to accounting firms, law firms also thrive on long-term relationships. Building strong connections with clients, peer law firms, government departments, trade associations, service providers, industry experts, regulatory bodies, and technology partners is crucial as most of the work in this sector comes through referrals. A collaborative rather than competitive approach proves beneficial in the long run, as trust plays a pivotal role in the service sector.
You studied law. Is your legal education helpful to you when seeking to generate new business for lawyers? If so, how?
To some extent, yes. At times, my legal background has enabled me to understand client queries and assignment requirements firsthand. Additionally, the rapid pace of legal and regulatory developments demands quick analysis. The ability to anticipate potential legal issues and provide informed best recourse during client interactions certainly adds credibility.
What is unique to legal business development and marketing in the Indian market?
In India, awareness of business development for law firms is growing rapidly, evident from the increasing number of business development positions created in recent years. This trend highlights the need for professionals well-versed in marketing, sales, tendering, pitches, legal tech, and overall firm management.
However, the growth rate in India is relatively slower compared to the United States or United Kingdom markets, primarily due to a lack of awareness. The size of the Indian legal market is only around 1% of the US market, and in a way, the early adoption of business development, knowledge management, and strategic operations working groups may have contributed to this difference. Nevertheless, with exceptional legal talent in India combined with business strategies, significant growth is anticipated.
How is data and technology helping the modern business development process?
Data and technology serve as key catalysts across all industries, making law firms more appealing to clients who appreciate a forward-thinking approach. Data, in particular, is a gold mine for law firm management professionals, as it offers insights into relationship strength with clients and feedback for internal system enhancements.
Technology is a great facilitator, as today it allows smaller and boutique law firms to effectively contend with their larger counterparts. We have seen various small but credible teams of lawyers with solid technological support put up a great show – they take up large-value deals, complex arbitrations, and cross-border disputes.
What advice do you have for lawyers seeking to build their client base?
The daily lives of present-day lawyers are incredibly hectic, involving drafting agreements, negotiations, court appearances, client briefings, social media management, conference attendance, billing follow-ups, and preparation for everything on repeat the next day. The thought of expanding the client base often takes a backseat. A small suggestion for lawyers would be to invest in good legal practice management software and be aggressively swift in client communications. These days, clients want personalised and undivided attention. The practice management software can help lawyers manage their time efficiently, thereby enabling a greater focus on cultivating and maintaining client relationships.
