Three strategic steps to winning new business, based on the latest ACC Chief Legal Officer Survey.
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The 2025 Association of Corporate Counsel Chief Legal Officer Survey presents both a challenge and an opportunity for lawyers and law firms. With 43% of CLOs planning to send more work to outside counsel in 2025 — a 17% increase from last year — you might think winning business is about to get easier. But it’s not that simple. CLOs are facing intense pressure to drive operational efficiency, manage costs and demonstrate business value, all while navigating increasingly complex legal and regulatory challenges.
As a business development coach and advisor, the key conclusion I draw from the survey is that the path to winning more work isn’t just about legal expertise — it’s about understanding how CLOs are evolving from legal advisors into strategic business leaders.
Think about it this way: When 79% of CLOs report directly to their CEOs and 70% manage multiple business functions beyond legal, they’re not just looking for technical legal advice. They’re seeking partners who understand their broader business challenges and can deliver solutions that align with their strategic initiatives.
Key Insights That Should Shape Your Approach
The survey paints a clear picture of modern CLOs: They’re increasingly becoming business leaders, not merely lawyers. It found 58% of CLOs report being heavily involved in M&A and corporate transactions, and 44% see their greatest impact in advising CEOs and shaping business strategy.
So, what does this mean for outside counsel hoping to win more business from business clients? It’s crucial to understand that CLOs are looking for trusted advisors who can speak their language and focus on their priorities: efficiency, business impact and strategic value. Lawyers who fail to recognize these priorities risk becoming commoditized service providers rather than trusted strategic partners.
Three Strategic Steps to Win More Business
There are countless findings in the survey that can inform your approach to managing client relationships and winning new business. Here are three steps lawyers and law firms can focus on to better align with CLOs’ priorities and expectations.
1. Lead with Business Acumen, Not Just Legal Expertise
According to the survey, 59% of CLOs want their own legal teams to develop greater business acumen. If that’s what they’re prioritizing internally, it’s certainly what they expect from their outside counsel as well.
What this means for your practice:
- Frame your expertise in terms of business outcomes, not just legal solutions.
- Demonstrate understanding of industry-specific challenges (72% of CLOs are concerned about industry-specific regulatory enforcement).
- Connect your legal advice to operational efficiency — the top strategic priority for 35% of CLOs.
2. Embrace Technology
The survey reveals that 44% of legal departments — particularly in large companies — are implementing new legal technology in 2025. Focus on aligning your service delivery with your client’s digital transformation journey.
- Develop capabilities that complement clients’ technology investments, especially in contract management (62% priority) and document management (32% priority).
- Use technology to demonstrate efficiency and cost control — 41% of legal departments are facing cost-cutting mandates.
3. Position Yourself for Complexity
Here’s where opportunity meets preparation: 42% of CLOs report increased litigation volume, and 44% see more internal investigations. But they’re not just seeing more work — they’re seeing more complex work, with 38% reporting increased litigation complexity.
This complexity creates an opening for lawyers and firms that can:
- Offer integrated teams that can handle interconnected legal issues.
- Provide clear project management and budget predictability.
- Showcase experience in navigating regulatory investigations (23% of organizations faced these in the past year).
Moving Forward
The 2025 ACC CLO Survey reveals valuable clues to improve the management of relationships and business development. The challenge that lawyers and law firms must meet is evolving from being purely legal service providers to becoming true business partners who happen to deliver legal services.
CLOs are planning to send more work to outside counsel. But they’ll be selective about who gets that work. By aligning your approach with their evolving needs — focusing on business impact, embracing technology, and managing complexity effectively — you’ll position yourself to capture a greater share of this growing opportunity.
In this environment, it’s not about selling harder. It’s about selling smarter by truly understanding and addressing what keeps today’s CLOs up at night.
One of a Kind: A Proven Path to a Profitable Law Practice
BY JAY HARRINGTON
In today’s legal market, developing a profitable and consistent book of business requires a strategic approach. If you’re open to new ideas and are interested in growing your practice, this book is a great resource to kickstart the next stage in your career.
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