Deborah Farone: Developing Clients, Confidence, and Career Control

Dec 25, 2025

In this discussion, Deborah Farone, a strategic advisor and author, shares insights from her extensive career as a chief marketing officer for major law firms. She emphasizes the importance of starting business development early in one's career to build long-lasting relationships. Authenticity in marketing is crucial; lawyers should adopt strategies that reflect their true selves. Deborah also highlights that client loyalty stems from empathy and genuine connections, making it more effective to nurture existing clients than constantly seek new ones.

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ANECDOTE

From Big-Firm CMO To Independent Advisor

Deborah Farone moved from being a longtime CMO at major firms to start her own consulting and writing career.
Her book led to consulting demand the day she announced her new firm.

INSIGHT

Book Of Business Unlocks Career Control

Building a book of business gives lawyers autonomy, leadership options, and career control.
Deborah Farone says talent alone often won't open the same doors as a strong practice.

ADVICE

Begin Business Development In Law School

Start business development as early as law school and continue through associate years.
Firms should train associates early instead of waiting until partner level.

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In this episode, Steve Fretzin and Deborah Farone discuss:

Using business development as a path to influence and autonomy
Starting relationship-building early in your career
Aligning marketing with authenticity and personality
Deepening trust by focusing on long-term relationships

Key Takeaways:

Business development gives women greater control over their careers, choices, and leadership opportunities. A strong book of business shifts power dynamics and opens doors that talent alone often cannot.
Business development is most effective when it begins in law school, not at a partnership. Early relationships compound over time and prevent habits that isolate lawyers from future clients.
The most effective business development reflects who you are, not generic networking scripts. Choosing methods that fit your interests builds consistency, credibility, and long-term momentum.
Client loyalty grows from empathy, understanding, and sustained connection beyond transactions. Investing in existing relationships delivers greater impact than constantly chasing new clients.

"They say it's five times more expensive to get a brand new client than it is to grow an existing client. So it's a better use of your time." — Deborah Farone

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/

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Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Deborah Farone: Deborah Farone is a strategic advisor, author, and speaker specializing in business development and marketing for law firms. She is the founder of Farone Advisors, where she helps lawyers build strong client relationships and sustainable practices. Deborah previously served as Chief Marketing Officer at Cravath, Swaine & Moore and Debevoise & Plimpton, and is widely recognized as a pioneer in legal business development. She is the author of Best Practices in Law Firm Business Development and Marketing and a frequent lecturer at law schools and legal organizations worldwide.

Connect with Deborah Farone:

Website: https://deborahfarone.com/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.