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To plan your revenue, plan your clients

Law firms seem compelled to focus marketing time and resources on where the money is not - constantly dispatching teams to give new business pitches for a wide variety of prospective clients, most of whom will not pan out. Certainly looking for opportunities with new clients is important. But it is far more essential for any firm to assess the clients it has, define the clients it wants and focus revenue generation on the optimum combination of the two.

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