Margin.
Pace.
Position.
The whole GTM playbook is being rewritten in real time, across every commercial team at once.
This briefing tells you how the GTM playbook gets rewritten in professional services as AI compresses every commercial team. Read it before your competitors hit their first AI-native quarter.
The 10-page briefing. Worth 20 minutes.
One email. One PDF. Worth twenty minutes of your week.
We send it once. Work emails only.
Every commercial partner at a mid-market multi-practice firm in Europe has had the same Monday. Partner review last Friday. Five partners originated nothing last quarter. The MD named three of them. Two are between origination and retirement. Your rainmaker mentioned an AI-native due-diligence shop pitching her biggest audit client at 40% below your rate.
You have done this job for twenty years. The pattern used to be simple. Bring partners on. Give them the platform. The best build a book in five years. Associates come up through the work. The partnership economics worked. Something changed.
This is not a you problem. It is an industry problem and a firm problem, happening at the same time. Most commercial partners are treating them as two. The ones who see them as one will own the next decade.
Same technology. Same twelve months. Opposite outcomes. The difference is the operator, not the AI.
Your MD is already asking what a firm-wide answer looks like. The briefing below is what you want in your hand before that conversation.
Pipeline. Leverage. Expansion.
Three questions every BD partner is tracking. None of them used to be the same question. They are now.
Why are our partners originating less?
Originated revenue per partner is sliding. Five partners originated nothing last quarter. The pitch went to a firm you do not respect. They did not price you out. They showed up better prepared. They were in the client's conversation earlier. Your partners are losing the preparation race.
Can our ratio hold as juniors do less billable work?
Half the associate hours you billed last year were on work clients are now questioning. Utilisation is falling. The six-to-one ratio that funds partner compensation is under direct pressure. Defending the old number is defending the wrong thing. The firms pulling ahead are redesigning the ratio around agent infrastructure.
Why does cross-practice expansion keep slipping through?
Your audit partner sees the advisory lead. Your advisory partner sees the tax opportunity. Today those signals move at the speed of partner lunches. Your cross-sell rate sits at 35-40%. Best firms move to 60-70%. The signal is there. The graph that connects it is not.
What you get when you download
An 11-page report for commercial leaders at mid-market multi-practice firms. Designed to be read in one sitting before your next partner meeting.
Your industry, your function, and why they are one problem
What is happening in multi-practice professional services as a sector. What is happening in your BD committee and across your practice heads right now. And the intersection most commercial partners have not named yet. Plain language you can use at the next partner meeting.
Four moves across origination, expansion, leverage, and succession
How to get your BD partners into the pitch earlier and better prepared. How to build the firm-wide client graph that doubles cross-practice expansion. How to redesign your leverage ratio around agent infrastructure. How to capture what your rainmakers know before they retire.
Five questions for your next partner meeting
Ten lost pitches. Cross-practice cross-sell rate. Rainmaker succession plan. Where your average associate spends their Monday. The partners already doing what the rest of the BD committee will need to do by 2027. Ask these honestly.
Calibrated for each seat at the table.