At Novicell’s Business Online, I was lucky enough to see Alessandra Almeida-Jones (CMO, BCLP) take to the stage to discuss her go-to-market playbook. She made it simple: in partnerships that want to be everywhere for everyone, neat sequencing is a fantasy. The job is to deliver what matters in ways the firm will actually adopt.

Her practical playbook:

Start with brand
Do real listening across the firm. If an idea triggers an allergic reaction, drop it. Avoid mash-ups that please no one. Then test the direction outside the building. BCLP spoke to 200 in-house counsel. Their outcome: “Client Intelligent” - clients described the firm as great listeners, resourceful problem-solvers, and effective in execution. Tagline: “We build lasting impact.”

Build a portfolio client programme
Analyse your top 100 clients. Group them by sectors (with pricing and sector managers) and by service lines (e.g. AI) so offers cut across markets.
Example: The litigation “Protect” crisis offer is tailored by sector, then translated to named buyers on key accounts.

Enable adoption
Bring people in early. Around 45% of partners are in their growth programme. Train on account plans and targets. Use dashboards so teams can see progress and adjust accordingly. 

Run on a clear operating system
Alessandra recommended listeners start with the brand north star. Turn practice know-how into "Practice Intelligence in Action" content. Wrap it in sector insight for relevance. Use service lines for cross-cutting themes. And stop random acts of marketing by asking one filter first: ask yourself is this for reputation, relationships, or revenue?

Mind the culture
Build a “wedding album” people recognise themselves in. Back your multiplier partners, while bringing the rest along.

That’s how BCLP is making “Client Intelligent” real - and turning full-service sprawl into a go-to-market strategy people can actually use.