From Top Performers to Growth Multipliers: Initial Activator Pilot Drives 31% Fee Growth in 9 Months
How one AmLaw 100 firm equipped its high-potential partners to drive sustained, cross-practice growth.
IMPACT OVERVIEW
A targeted investment in a group of high-performing partners (~$1M in annual originations) drove measurable gains in opportunity generation, collaboration, and revenue:
~$2.5M increase in total fees within 9 months, representing 31% growth
100% generated more BD opportunities within 3 months
86% increased time spent on business development
72% reported increased confidence in BD capabilities
“I was able to expand business with an existing client based on the tools I learned, and have a strong pipeline directly tied to the strategies we implemented.” - Partner
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THE CHALLENGE
At a leading law firm, a select group of high-potential partners, each generating over $1M in annual originations, represented a significant opportunity. Leadership saw the potential for these partners to build on their existing strength in BD and scale it across practices, industries, and geographies.
The challenge wasn’t teaching fundamentals. It was elevating performance, systematizing what worked, and driving more intentional, coordinated growth across the firm.
THE APPROACH
In 2025, the firm partnered with DCM Insights to embed the Activator framework into this initial group. Grounded in research from nearly 3,000 professional services partners, Activator provided a clear model for what separates high-performing business developers in today’s market.
The program combined interactive workshops, peer collaboration, and hands-on application, with a strong emphasis on practicality over theory. Participants highlighted several elements as especially impactful:
Research translated into clear, intuitive frameworks
A focus on how clients make decisions, not just how partners sell
A shift from transactional outreach to relationship-led, value-driven engagement
Practical tools such as structuring conversations around business, personal, and deal value
Concrete actions and habit-building, rather than abstract concepts
Rather than simply walking away with ideas, participants left with specific behaviors and next steps they could immediately apply in their day-to-day work. Each participant also completed the Activator diagnostic, establishing a baseline for their BD behaviors, enabling targeted development and measurable progress over time.
“Our partners weren’t sure what to expect from the Activator sessions, and in all honesty there were some skeptics. But they all took something out of it, and some of those skeptics have become vocal advocates for the program.” - Firm CMBDO
THE RESULTS
Following the program, 100% of participants reported they were highly likely to apply what they learned, and every participant rated the experience as highly effective.
Within three months, clear behavioral shifts had already taken hold:
100% of participants were identifying more BD opportunities
86% increased the time they dedicated to business development
72% reported increased confidence in their BD capabilities
But the most meaningful change was in how partners approached business development. BD became more structured, intentional, and consistent. Conversations shifted toward value. Outreach became more deliberate. Follow-through improved. And as behaviors evolved, so did outcomes.
Nine months after the program, a group of eight partners had generated a combined increase of approximately $2.5 million in total fees compared to the prior year. This represented a 31% increase in fees.
Beyond revenue, the firm also saw meaningful shifts in how work was generated and delivered:
Stronger cross-practice collaboration, with partners actively sharing leads and jointly pursuing opportunities
A shift from reactive to proactive BD, driven by clearer goals and consistent execution
Growth in relationship-driven, sustained work, positioning participants for advancement into the firm’s top-performing revenue groups
Perhaps most importantly, the shift was also cultural. Partners began operating less as individual rainmakers and more as part of a connected growth system. They involved colleagues earlier, brought broader capabilities into client conversations, and approached BD as an ongoing, structured discipline, not a reactive activity.
SCALING THE IMPACT
Recognizing the success of this initial group of Activator participants, the firm began expanding Activator principles more broadly.
Business development teams adopted the framework to enhance coaching and translate concepts into weekly BD habits
Top-performing partners were engaged to model and reinforce behaviors across the firm
Ongoing diagnostics and one-on-one coaching ensured continued growth, accountability, and reinforcement
The firm also extended Activator concepts into key client accounts, industry initiatives, and pitch preparation, embedding the framework into how the firm operates day to day.
What began as a targeted initiative for high [potential partners evolved into something far more powerful: a firmwide capability-building strategy designed to sustain and scale growth.
