This session was led by Jorn Vermeulen, Founder and CEO of Klerq, and Bennet van den Broek, Solution Manager at Klerq. They examined the increasing complexity of pitch management in law firms and why traditional approaches, still heavily reliant on PowerPoint, Word, and fragmented data, are no longer fit for purpose.
The Structural Problem with Pitching
Vermeulen opened by highlighting a persistent challenge: pitch creation remains reactive, rushed, and poorly supported by structured data. Business development (BD) teams are often tasked with producing high-stakes pitches within days, yet lack access to relevant, accurate, and centralised content.
This results in inefficiencies, stress, and ultimately weaker submissions. The core issue is not design, but substance, firms spend disproportionate time formatting slides rather than ensuring the content answers the client’s specific needs.
Misalignment Between Lawyers and BD Teams
A key theme was the disconnect between those who hold client knowledge (partners) and those responsible for producing pitches (BD professionals). Vermeulen noted that BD teams rely heavily on input from lawyers, yet that input is often inconsistent, delayed, or incomplete.
This structural gap reduces the likelihood of producing compelling, relevant pitches and highlights the need for systems that enable better knowledge transfer and collaboration.
The Case for a Dedicated Pitch Management System
Klerq’s approach centres on creating a “single source of truth”, a structured, continuously updated database of experience, matters, and credentials. Instead of static documents, the system uses modular content blocks that can be assembled dynamically into tailored pitches.
van den Broek emphasised that fragmented and unstructured data is one of the biggest barriers to effective pitching. By consolidating and standardising this data, firms can ensure consistency, improve efficiency, and elevate the quality of every submission.
From Static Documents to Living Data
A critical shift discussed was moving from periodic updates (“photo moments”) to continuous data maintenance (“video”). Firms are encouraged to update their experience data throughout the year rather than scrambling during directory submissions or pitch deadlines.
Legal directory submissions were identified as a strong foundational dataset, as they already contain structured, validated information about matters, teams, and outcomes. Building on this data enables firms to create more relevant and credible pitches.
Relevance Over Volume
The session reinforced that relevance, not volume, is the key to winning pitches. Prospects engage with materials for only a few seconds, making it critical that content is tailored and immediately aligned with their needs.
Generic or poorly targeted credentials significantly reduce the chances of success, especially in competitive scenarios where multiple firms are invited to pitch.
Technology, AI, and Competitive Pressure
Participants noted that the volume of pitches is increasing, driven by greater competition and evolving client expectations. At the same time, emerging technologies, including AI, are likely to play a role in screening and evaluating submissions.
This raises the bar for clarity, structure, and relevance in pitch materials, as poorly organised content risks being filtered out before human review.
Beyond Pitching: Strategic Value of Data
The conversation also explored the broader applications of structured pitch data. Firms can leverage it for internal reporting, performance tracking, and strategic decision-making. Analytics tools can help BD teams demonstrate return on investment, identify successful sectors, and refine business development strategies.
Additionally, consistent and centralised content supports brand alignment across global firms, ensuring all outputs reflect the same standards and messaging.
Time, Efficiency, and the Evolving BD Role
Finally, the session highlighted the opportunity to free BD professionals from repetitive, low-value tasks such as formatting and data gathering. By automating these processes, teams can focus on higher-value activities, including strategy, client insight, and opportunity identification.
KLERQ Takeaways
- Pitching is becoming more frequent and more competitive
- The biggest barrier is not design, but lack of structured, relevant data
- A single source of truth enables consistency, efficiency, and quality
- Continuous data maintenance is more effective than periodic updates
- Relevance is critical, generic pitches are increasingly ineffective
- Technology and analytics will play a growing role in pitch success
