Although many marketing and business development leaders are familiar with the Activator research, this excellent session — delivered by Jon Brewer (Intapp), Karen Freeman (DCM Insights), and Gemma Prescott (Intapp) — focused on how to translate Activator principles into practical strategies that drive innovation and business development within your firm.

The current problem 

Client loyalty is waning, according to a survey by DCM Insights. Five years ago, 76% of clients preferred returning to familiar partners, but that number has dropped to 53% today and is projected to fall to 37% within the next five years.

The team at DCM Insights, in collaboration with Intapp, is working on the Rainmaker Genome Project to identify the traits and behaviours that characterise a successful rainmaker in professional services firms.

Their Findings

They identified five distinct business development profiles (see below) and discovered that partners categorised as ‘Activators’ were the highest performers. They also found that "embracing Activator behaviours can boost the average partner's business development performance by up to 32%.

 The Activator Playbook -  Commit, Connect, Create. 

1. Commit - Activators commit to BD as a crucial part of the job. They reserve time in the schedule for BD each week and consistently engage with clients and prospects and follow up on any opportunities discussed. They are also likely to make use of the firm CRM system to track contacts and follow-ups.
2. Connect - Activators connect with prospects, clients and colleagues. They are skilled at networking, and building robust connections with current and potential clients, subject-matter experts, and other valuable contacts. They leverage these networks to uncover fresh business opportunities, effectively converting contacts into clients. Importantly, they extend this support not only for themselves but also for their colleagues. 
3. Create - Activators search for ways to create value. They keep themselves informed about regulatory changes, rulings, economic indicators and news events and then proactively engage prospects and clients in conversations about potential issues and opportunities. If value creation lies beyond their expertise, activators connect clients with other partners or subject-matter experts. Their goal: avoid competing for business when clients have already identified needs. Instead, Activators focus on the future. Although some outreach may not yield immediate billable work, it lays the groundwork for future engagements.

What can Marketing & BD teams do to put this into play at their firm?

Commit - Reinforce what matters

• Shine a Light on Activators. Celebrate the good news and wins of those who are growing the business through collaboration, insight, and consistency. Go beyond just announcing the win—share the how behind the success to inspire and educate others.
• Normalise BD as a shared responsibility - It must be central for all, not just a side project for the rainmakers.
• Celebrate Process Wins, Not Just Outcomes. Reinforce and recognise Activator behaviours. Focusing only on outcomes can risk losing people's interest and motivation. By celebrating process wins—the leading indicators of success—you build momentum and set the foundation for even greater results.

Connect - Align people, systems and conversations

• BD and Marketing must be the Connector. Facilitate connections across silos and practices, with a special focus on professionals who have complementary client relationships or shared industry interests. Be proactive in supporting and driving cross-selling opportunities 
• Embed BD Training Early. Partner with the talent team to integrate business development training and support into standard onboarding. Start laying the foundation early with junior fee earners.
• Make It Easy to Connect. Provide simple, accessible resources that empower your people to connect confidently, telling a consistent firm story and clearly explaining what sets you apart.

Create - Build tools, habits, and insights that drive actions

• Build Practical BD resources - like playbooks or toolkits, that make outreach, follow-up, and targeting clear and accessible.
• Share Real Data and Case Studies to shift mindsets, showing insights from successful initiatives like cross-selling wins.
• Create Quick, Digestible Content that helps professionals reframe client needs and approach conversations with a value-first mindset.

Marketing and business development teams play a critical role in facilitating the growth of "Activator" behaviours within professional services firms. Their contributions are essential in shaping the environment, providing tools, and supporting initiatives that empower professionals to adopt these proactive, client-focused strategies.