Firms with system-wide business development cultures outperform rainmaker-dependent peers by 42%; among professional services, law firms are least likely to use disciplined pipeline management
SYDNEY and NEW YORK, Dec. 11, 2025 /PRNewswire-PRWeb/ -- Nexl, the leading AI-driven growth platform revolutionizing the business of law, today announced the release of the global Rethinking Rainmakers report, revealing that law firms that rely on a small group of top-performing partners for growth significantly underperform firms that equip all lawyers to engage in business development. According to the survey, firms with system-wide business development outperform rainmaker-dependent firms by 42% in revenue growth.
The study, based on responses provided by 235 leaders from 202 global professional services firms representing more than 130,000 employees, shows that firms with minimal rainmaker dependency grow revenue at 12.5% per year, compared to just 8.8% for firms dependent on individual rainmakers. Over five years, the gap compounds into an $83 million annual revenue delta for a $300 million firm.
"The future winners in the legal market are those that democratize growth, and Nexl is powering that democratization," said Philipp Thurner, CEO of Nexl. "This research validates our core belief: when the system supports the lawyer – not the other way around – firms unlock growth that individuals alone cannot sustain."
While the report spans all professional services, legal performed consistently lower on several critical maturity indicators:
- Law firms are the least likely to use disciplined pipeline management (just 38% adoption vs. 79% in non-legal firms), despite pipeline rigor being the strongest performance driver measured.
- Client churn drops 60% and lateral hire success more than doubles when firms reduce rainmaker dependency.
- Marketing ROI increases 43% and win rates rise 13% in firms that move from individual-driven growth to system-enabled collaboration.
"These findings confirm what many managing partners have quietly suspected," said James Fielding, Co-Founder and Managing Partner of CAMOJEE, a growth and transformation consultancy for knowledge businesses, and co-author of the report. "When a firm's growth engine sits with a handful of individuals, it's not just fragile—it's fundamentally limited. System-wide business development consistently outperforms individual heroics."
The report paints a familiar picture for many large law firm leaders: star partners holding relationships closely, new partners "starving" for introductions, and associates seeing little path to building a book of business. According to respondents, the greatest internal barriers include entrenched compensation models, lack of accountability, and resistance from long-tenured partners.
Only 6% to 10% of firms operate what the report identifies as "systematic" business development cultures, where collaboration is rewarded, pipelines are visible, data is shared, and every lawyer plays a role in growth.
These firms:
- Embed technology that requires minimal manual input
- Track six core performance metrics consistently
- Align rewards to collaboration and client stewardship
- Treat business development as part of client service—not a personality trait
The result is a repeatable, scalable growth engine rather than reliance on a few high-performing partners.
The report, Rethinking Rainmakers: How Top Firms Multiply Talent and Drive 42% Better Growth, authored by James Fielding and Katie Bennett-Stenton, was produced in partnership with Nexl and CAMOJEE, a growth and transformation consultancy for knowledge businesses. The benchmark study on business development culture in professional services includes analysis of 30 variables across BD maturity, rainmaker dependence, cultural barriers, and operational systems, supported by both quantitative data and qualitative insights from BD leaders worldwide. The survey comprised professionals from legal (67%) and non-legal (33%) firms, including accounting, consulting, advisory, and built environment, across 16 countries globally.
The report is available here.
About Nexl
Based in Sydney, with leadership hubs in New York and Chicago, Nexl is the AI-driven growth platform modernizing the business of law. By uniting CRM, ERM, email and event management, collaboration and AI-powered reporting and insights into one platform, Nexl helps firms accelerate revenue growth, deepen and expand client relationships, and empower every lawyer to contribute meaningfully to business development. More than 150 firms worldwide, including AmLaw 100 leaders, trust Nexl to transform the way they operate. Recognized by the Financial Times as one of the fastest-growing Australia/APAC companies, Nexl is setting the standard for innovation in legal industry growth. Learn more at www.nexl.cloud.
About CAMOJEE
Camojee is a growth and transformation consultancy for knowledge-based businesses. The firm combines strategic advisory with hands-on execution across go-to-market design, technology and AI enablement, and growth strategy. Its talent solutions include senior appointments, operating model and team design, and professional coaching and capability building.
Camojee is a pioneering researcher of business development culture, tech-enabled growth, and industry go-to-market dynamics. The firm's network of consultants and fractional talent includes ex-firm leaders, award-winning sales enablers, AI and technology specialists, and MBA-qualified strategists with deep expertise in legal, accounting, consulting, and the built environment. Learn more at https://camojee.com/.
Media Contact
Meg McEvoy, LIMELIGHT, 1 434-409-0050, [email protected], www.limelightgrowth.com
SOURCE NEXl
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