What GCs really want from their law firms: five takeaways for MBD leaders

It wouldn’t be a Legal MBD Leaders Summit without hearing directly from General Counsel, and as ever, it was fascinating to get their perspective on what they really value from their law firms.

The panel explored what General Counsel really value from their law firms, featuring Jonathan Dickson, Global Head of Legal Supplier Management at Barclays, and Brenda Albert, Legal Director at KONE, with Emma Lago, Chief Marketing & Communications Officer at Bird & Bird, moderating the discussion.

For MBD teams, one message came through particularly strongly: understanding the client’s business matters as much as understanding the law.

Here are five key takeaways:

1. Commerciality is the differentiator. GCs want lawyers who understand their organisation, pressures and objectives. Brenda put it neatly: “Take a day in my shoes.” Advice shouldn’t stop at explaining the law, it needs to help the client understand what to do next.
2. Thought leadership matters, but relevance matters more. Clients don’t need another generic newsletter. They want tailored insight that demonstrates an understanding of their world. What has changed? Why is it relevant to this client? What risk or opportunity does it create for them? MBD teams have a huge role to play in helping lawyers turn expertise into timely, useful client conversations.
3. Don’t assume panel appointment guarantees work. Jonathan stressed the importance of continuing to build relationships across the organisation. Firms need to stay visible and relevant, even when there isn’t an immediate matter to discuss.
4. Relationships remain fundamentally human. Brand matters, but both panellists emphasised the importance of the individuals they work with. AI may improve efficiency, but it isn’t replacing the importance of trusted human relationships.
5. Show the benefit of innovation. GCs are interested in AI and legal technology, but the technology itself isn’t the story. They want to know how innovation translates into lower cost, faster delivery or better quality.

For MBD leaders, the opportunity is clear: help lawyers understand their clients more deeply, then use relevant thought leadership and insight to create a reason to keep the conversation going.