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David H. Freeman, J.D.


P: 310.773.7691


David H. Freeman, J.D. is a CultureShifter, whose mission is to help law firms build high performance habits around leadership, business development and client service.

He is a former practicing lawyer, innovator, and the award-winning CEO of the David Freeman Consulting Group; founder of Law Firm CultureShift®; creator of the Culture Xray® internal culture assessment tool that uncovers the business development “voice of the firm”; and developer of breakthrough technology that automates cross-selling coaching for lawyers (Cross Serving™). For twenty-four years, he has worked with thousands of lawyers and leaders at hundreds of law firms world-wide, including over 40% of the AmLaw 200.

He is a multiple best-selling author, speaker, consultant and coach, and for three consecutive years, David was voted the “#1 Law Firm Business Development Consultant and Coach” in nationwide National Law Journal surveys. He has also written four books (including two all-time best-sellers) on law firm leadership and business development:

  • Creating a Cross-Serving Culture Shift: Mastering Cross-Selling for Lawyers and Leaders (Best-seller of 2015)
  • Secrets of the Masters: The Business Development Guide for Lawyers (Best-seller of 2013)
  • The Law Firm Leader’s Reference Guide for Creating a Business Development Culture
  • Weekly Reminders for Revenue-Focused Leaders

David has produced highly popular video tips on leadership and business development, and he wrote an ongoing leadership column for Marketing the Law Firm. He has authored dozens of articles on management, leadership, client service, strategy, and business development for major legal publications such as ABA Journal, ABA Law Practice Magazine, Of Counsel, The New York Law Journal, Law Firm Leadership and Strategy Report, ALA Legal Management, ALA Currents, Managing Partner Magazine, Law Firm Partnership and Benefits Report, Professional Marketing Magazine, LexisNexis, Law 360, NALP Foundation Report, LMA Strategies and Law Firm Governance.

David is a highly rated speaker, trainer and consultant who presents at law firm retreats, law firm networks, bar associations, law schools, and international, national, and regional law firm leadership conferences. His expertise in his field has been recognized by his peers as follows:

  • Selected as a Fellow in the College of Law Practice Management.
  • Selected as a “Trusted Advisor” by the Professional Development Consortium.
  • Co-Chair the 2010 Annual Conference for the Legal Marketing Association (LMA).
  • A former member of the Board of Editors for Marketing the Law Firm (an American Lawyer Media publication).
  • A former member of the Education Committee of the Legal Marketing Association.
  • Formerly the exclusive business development coach for the Women in Law Empowerment Forum (WILEF).

Key areas of David’s practice include:

  • Business development training and coaching for lawyers at all levels.
  • Client service training.
  • Revenue-focused leadership training and coaching for firm leaders.
  • Retreat facilitation, speaking and collaborative planning sessions.
  • Cross-selling training and planning sessions.
  • Automated coaching technology to drive cross-selling.
  • Business development culture assessments

David also brings a deep understanding of how to engage the organizational and human factors that drive successful implementation. For three years, he was a change management, strategic planning, and Balanced Scorecard consultant, engaged by corporations such as Sun Microsystems, Zurich Financial Services, Agilent Technologies, and Olin Corporation.

For more information, he can be reached at, and 310-773-7691.


Fordham Law School, J.D., 1982
SUNY Binghamton, B.A. Economics, 1979

Representative Engagements

Business Development Training and Coaching

  • Created CMOplaybook™ to help firms internalize training and coaching and enhance their culture of business development
  • Delivered customized business development training, coaching, and planning programs for partners, counsel, and associates in dozens of AmLaw 200 and mid-sized firms
  • Custom-designed marketing and cross-selling programs for laterals in an AmLaw 200 firm
  • Designed and delivered customized associate business development training programs for numerous firms

Retreats and Planning Sessions

  • Facilitated and identified over $60 million in prospective business opportunities at a partner retreat
  • Delivered several cross-selling workshops for partners that identified millions in new business opportunities
  • Designed and led meetings of internal task forces charged with sustaining cross-selling activity
  • Delivered an interactive, customized client service training session for an AmLaw 40 firm
  • Designed, spoke at, and facilitated planning for entire retreats at several firms
  • Facilitated long-range planning for a large Southeast firm
  • Facilitated a strategic marketing plan for the litigation group of an AmLaw 200 firm

Leadership Training and Coaching

  • Custom-designed training and coaching programs for several large and mid-sized firms that helped leaders become more effective “sales managers” (developed group plans, enhanced cross-selling, accelerated implementation, etc.)
  • Built and delivered leadership/management programs for senior associates preparing for partnership for several firms
  • Designed and moderated a program with four managing partners on styles of leadership needed by today’s lawyer

Client Service Training and Consulting

  • Conducted collaborative client service planning session for an AmLaw 200 firm and one of their most significant clients
  • Delivered programs on developing high performance client teams at various firms and conferences
  • Designed customized client service training programs delivered at various offices of several mid-sized and large firms
  • Devised a proprietary firm-wide culture survey to uncover gaps in service, leadership, and business development for many firms

Speaking Engagements

    • The Vampires of Business Development
      LMA Minneapolis, September 2018
    • Creating a Cross Serving CultureShift®
      Ark Group Profitability Conference, April 2017
      LMA Detroit, April 2017
    • Mastering Cross-Selling for Lawyers and Leaders
      Ark Group Client Growth Strategies Conference, November 2016
    • Creating a Culture of Cross-Selling and Cross Serving® 
      LMA Southeast Annual Conference, September 2016
    • “Building Client Loyalty”
      Center for Competitive Management, March 2016″
    • Engaging Partners to Create a Business Development CultureShift®
      LMA Annual Conference, April 2015
    • Creating a Cross-Selling CultureShift®
      Legal Marketing Association, January 2015
    • Partners as Owners: Leadership Techniques for Engaging Partners to Drive a Client, Teamwork, Revenue and Profitability Focused Culture
      PDC Winter Meeting, December 2014
      ALA Chicago Annual Managing Partner event, June 2014
    • CultureShift®: The Senior Leaders’ Role in Driving Growth, Profitability and Client Service
      TerraLex June 2014
    • Best Practices in Business Development
      TerraLex June 2014
    • Creating the Perfect Law Firm Experience – From the Client’s Perspective
      LMA Annual Conference, April 2014
    • Developing a Business Development Culture – 
      Managing and Marketing Partner Roundtable”, Marketing Partner Forum, January 2014
      Western Law Firm Leaders Conference, Thomson Reuters, March 2014
    • Accelerated Cross-Selling
      West Legal Ed Webinar, November 2013
    • What Law Firm Leaders Can Do to Impact the Success of Women in Their Firms
      WILEF, October 2013
    • The Five Pillars of Exceptional Client Service
      West Legal Ed Webinar, October 2013
    • New Partners: Best Practices in Business Development
      Webinar, October, 2013
    • Legal Industry Trends: Competition, Change and Challenge
      ALA Region 4 Annual Conference, September 2013
    • Going from Good to Great with Exceptional Client Service
      MSI Global, June 2013
    • Maximizing Your Effectiveness As Leaders
      Meritas, April 2013
    • Best Practices in Lateral Integration
      TIAG Network, February 2013
    • “Implementing a Business Development Program in Your Firm”
        • Professional Development Consortium,/PLI webinar November 2012
    • Client Development Skills for Law Students”
        • NALP Webinar Program, November 2012
    • “Leadership: Ideas and Innovation
        • LMA LA Annual Conference, September 2012
    • “Culture Shock: Mastering the CultureShift® in Growing Revenue”
        • Association of Legal Administrators Managing Partner Conference, October 2012
    • “Asking for the Business”
        • Women in Law Empowerment Forum, Washington DC, June 2012
    • “The Art and Ethics of Building a Book of Business
        • Major Lindsey & Africa panel discussion, Chicago, June 2012
    • “Secrets of the Masters: Best Practices in Business Development”
        • Keynote address, LMA NE Annual Conference; LMA Chicago, Minneapolis, St. Louis, Indianapolis, March 2012; LMA Southeast Conference, April, 2011:  ALA Kansas City August 2012; LMA Triad Chapter, TADC,  Sept. 2012; LMA Orlando, Tampa, San Antonio, Austin, Houston, Dallas, Oct. 2012
    • “A Leadership Approach to Maximizing Client Development”
        • ALA Kansas City, August 2012
    • “Revenue-Focused Leadership and Situational Leadership”
        • ALA Annual Conference, Honolulu, April 2012
    • “Fundamentals of Client Development, Client Service and Leadership”
        • University of Pennsylvania Law School, February 2012
    • CultureShift®: A Whole Firm Approach for Rapidly Growing Revenue”
        • 16th Annual Law Firm Leaders Forum, November 2011
        • LexisNexis Redwood Users Conference, September 2011
    • Sales Mastery for Law Firms: Growing and Protecting Key Client Relationships
      January 2011, various LMA Chapters
    • The Crossroads of Technology and Technique:
      New Approaches for Driving Revenue From Your Most Important Clients

      Redwood Analytics Webinar, December 2010
    • Blending Digital Marketing with Business Development
      Webinar, November 2010
    • Maximizing Business Development for Laterals
      Webinar, July 2010
    • Tools and Techniques for Successful Business Development: Client Teams
      LexisNexis Webinar, June 2010
    • Blueprint for Building a Business Development Culture
      MSI Global Alliance, Americas Meeting, June 2010
    • Using Service, Knowledge and Value to Attract and Retain Clients
      Webinar, Gerson Lehrman Group, May 2010
    • Institutionalizing Leadership Opportunities for Diverse Lawyers
      Opus 6 Leadership Conference, May 2010
    • Sales Mastery: Growing and Protecting Your Most Important Relationships
      LMA Southwest Chapter, June 2010
      LMA Bay Area, May 2010
      Managing Partner Forum, January 2010
    • Best Practices in Developing Client Teams” LexisNexis Webinar, June 2010
    • Protecting and Growing Your Firm’s Best Clients” LexisNexis Webinar, August 2009
    • Different Perspectives on Leadership” Women in Law Empowerment Forum, June 2009
    • How to Stay Relevant in Today’s Times” Celesq, July 2009
    • Tactics for Competing in Turbulent Times” LMA Webinar, October 2008
    • Mastering the Art of Cross-Selling
      LMA Virginia, October 2008
      Marketing Partner Forum, January 2008
    • Understanding and Changing Your Business Development Culture
      Marketing Partner Forum, January 2009
      Terralex 2008 Americas Regional Meeting, June 2008
    • Developing Revenue-Focused Leaders
      Ark Group, December 2008 and March 2009
      LMA Leadership Program: “Leadership Matters”, Chicago, November 2007
      LMA Bay Area, January, 2007
      Marketing Partner Forum, January 2007
      Lex Mundi Executor Director’s Conference, October 2006
      LMA Webinar, LMA New York, LMA Minnesota, September 2006
      Association of Accounting Marketers, Annual Conference, June 2006
      LMA Mid-Atlantic Region, June 2006
      Association of Accounting Marketers, September 2005
      Pre-Conference Workshop, NorthStar Law Firm Leadership Institute, May 2005
      American Lawyer Media Webinar, March 2005
    • Best Practices in Leadership
      ALA Region 5 & 6 Annual Conference, September 2006
    • Mastering the Art of Implementing a Strategic Plan
      LM Southeast Annual Conference, September, 2006
      Association of Legal Administrators 35th Annual Conference, May, 2006
    • Filling the Gap: Mastering the Sales Function for CMO’s and Marketing Directors
      LMA Annual Conference, March 2006
    • The Five Habits of Successful Business Development
      Scores of internal training sessions at law firms
      Texas Association of Trial Attorneys Conference, April 2010
      University of Texas, Page Keeton Civil Litigation Conference, October 2008
      The American Association of Nurse Attorneys, October 2008
      LMA Dallas, October 2006
      ALFA International Annual Meeting, October 2006
      LMA Minnesota 2nd Annual Conference, November 2005
      LSSO RainDance Conference, June 2005
      International Law Firm Network, Vienna, Austria, May 2005
      LMA Chicago, March 2005; LMA Southwest, March 2005; LMA Nashville, March 2005;
      LMA Orlando, March 2005
    • What Role Does Marketing and Business Development Play in Your Firm’s Success
      NorthStar Law Firm Leadership Institute, May 2005
    • The Five Pillars of Client Service
      Professional Development Consortium Bi-Annual Meeting, July 2007
      Retreat for AmLaw 40 firm
    • Developing a Roadmap for Establishing a Sales, Marketing and Service Culture in Your Firm
      LMA Austin, February 2005; LMA Atlanta, March 2005; LMA Birmingham, March 2005
      LMA Nashville, March 2005; LMA Richmond, July 2005
      Terralex Network, October 2004
      Legal Marketing Association, Annual Conference, 2004
      Legal Marketing Association Rocky Mountain Chapter, 2003
    • Marketing to Existing Clients
      Legal Marketing Association Boot Camp, Sept 2004
    • Practice Group Management
      The Participating Group, July 2004
    • Business Development –The Power of Long-Term Relationship Building
      ABA Minority Counsel Program, Spring, 2004
    • Empowerment and Leadership: Taking Control of Your Career
      Women in Law Leadership Academy, 2004
    • Business Development for Inside and Outside Counsel: It’s a Two-Way Street
      ABA Minority Counsel Program, Fall, 2003
    • Business Development for Inside and Outside Counsel: It’s a Two-Way Street
      ABA Minority Counsel Program, Fall, 2003

Articles and Books

      • “Creating a Cross-Serving CultureShift®: Mastering Cross-Selling for Lawyers and Leaders – Author
      • “The Law Firm Leader’s Reference Guide for Creating a Business Development Culture” – Author
      • “Secrets of the Masters: The Business Development Guide for Lawyers” – Author
      • “Weekly Reminders for Revenue-Focused Leaders” – Author
      • “Growth Strategies for the Modern Law Firm” – Co-Author
      • “Building Rainmakers, An A to Z Guide to Business Development for Lawyers” – Co-Author
      • “Law Firm Marketing Leaders: Tips from a Collection of Experts” – Co-Author
      • “The Lawyers Guide to Strategic Practice Management” – Co-Author
      • “The Client Management Toolkit for Law Firms” – Co-Author
      • “The Lawyer’s Guide to AFAs and Value Pricing” – Co-Author

Visit the Articles section for past publications