Authentic Legal Networks

By Steve Fretzin & Christina Martini

Authentic Legal Networks 

Building a thriving legal career isn’t just about delivering top-notch legal work; it’s about  developing authentic, lasting relationships. That was the key theme in my 400th podcast  episode, where I had the pleasure of sitting down with Christina Martini, a partner at  McDermott Will & Emery and the global head of their trademark prosecution and controversy  practice. Christina and I have known each other for years, and she’s a shining example of  how lawyers can recognize and seize opportunities by focusing on relationships. 

Christina kicked off our discussion by referencing an Albert Einstein quote: “Nothing  happens until something moves.” That quote is central to her success and speaks volumes  about how we should approach business development. For Christina, the law—and  business—isn’t about waiting for things to fall into place. It’s about being proactive and  creating the opportunities you want. And that’s something I hammer home in my coaching  sessions with attorneys. 

Many lawyers are uncomfortable with the idea of business development. They resist the  notion of “selling” their services, but as I often tell them, if you’re not ready to take action and  build your book of business, no one else can do it for you. Christina’s approach to  networking—built on a foundation of generosity and authenticity—shows that business  development isn’t about pushing for sales. Instead, it’s about creating genuine, reciprocal  relationships. 

Christina’s perspective on giving before asking aligns perfectly with my approach to helping  lawyers develop their rainmaking skills. She emphasizes that relationships, both personal  and professional, are dynamic, and you have to nurture them consistently. At the core of this  is a willingness to give value without expecting something in return—especially in the early  stages of a relationship. When you focus on what you can offer rather than what you can  get, people are naturally drawn to you. This principle is one I advocate constantly in my  coaching: the most successful rainmakers build relationships that are rooted in trust and  giving. 

Now, Christina’s role in Big Law provides her with a unique vantage point, especially when it  comes to selling services in a highly competitive environment. One key strategy that has  helped her build long-lasting relationships and grow her business is cross-marketing. In Big  Law, it’s essential to institutionalize clients by connecting them with colleagues in other  practice areas. This creates what she calls the “stickiness factor,” making it harder for clients  to leave and enhancing the overall value the firm offers. 

This principle of cross-marketing isn’t exclusive to Big Law. Whether you’re in a small firm or  a mid-sized practice, it’s crucial to leverage the collective strengths of your team. By  introducing clients to other attorneys in different practice areas, you not only strengthen the  client relationship but also expand the revenue generated by the firm—all without having to  handle every case yourself. Christina shared how important it is to maintain involvement in  these cross-marketed matters to continue learning about the client’s needs outside your area  of practice. It’s an excellent way to stay engaged and deepen the client relationship.

Another significant takeaway from my conversation with Christina is the value of a multi pronged approach to business development. She stressed that success isn’t about just  working one channel, whether it’s relying solely on existing clients or chasing after new ones.  Instead, it’s about leveraging multiple avenues—partner referrals, networking, thought  leadership, speaking engagements—to build and nurture your book of business. 

This resonates strongly with my own advice to clients. Business development is a portfolio  activity, and just like in investing, diversification is key. You can’t rely on just one strategy.  You need to tap into your network, build thought leadership, and keep working on new  opportunities. For lawyers aiming to grow their book from a few million to double that or  more, Christina’s advice is spot on. It’s about understanding that each piece of your network,  each opportunity, is part of a bigger puzzle. To achieve long-term success, you need to  cultivate these different elements over time. 

We also touched on the challenges women in law face when it comes to building a book of  business, something Christina is deeply familiar with. She explained that many women, and  frankly many men too, sometimes feel “friend-zoned” when it comes to turning personal  relationships into business relationships. You might have a great rapport with a potential  client, but feel uncomfortable making the ask. Christina’s approach is simple: don’t be afraid  to initiate the conversation. You can do this in a natural, non-salesy way by talking about the  work you’re doing for other clients, mentioning successes, and suggesting that you’d love  the opportunity to help them in a similar way. 

For many lawyers, this can feel awkward, but it’s all about framing it as part of a regular  conversation. As Christina pointed out, if you genuinely care about your clients and are  invested in their success, it’s much easier to make that ask without feeling like you’re  pushing too hard. I agree—authenticity is key. If you’re passionate about your work and  genuinely believe you can add value, asking for business becomes less of a hurdle. 

Christina’s insights into how she’s built her career and relationships serve as a valuable  blueprint for any lawyer looking to grow their practice. Her focus on relationships, her  strategic approach to cross-marketing, and her multi-channel method of business  development all highlight the importance of being intentional and proactive. It’s a reminder  that, at the end of the day, nothing happens until you take action.

For more information about taking your law practice to the next level, please email me directly at steve@fretzin.com.

Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at steve@fretzin.com.

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