Posted by George Egford, solutions manager at Legal Futures Associate BigHand

Before joining BigHand, I spent time in the pricing function at a law firm. I had a front-row seat to the challenges law firms face when it comes to financial productivity.

What struck me then, and still strikes me now, is how often the gap between projected and realised profit has very little to do with the client being ‘unprofitable’. More often, it’s about the process.

BigHand’s 2025 Pricing Trends Report , which tracks five years of market data, makes that point loud and clear: firms continue to lose margin because they fail to control the fundamentals of pricing, engagement and execution.

To explain why, I use the ‘Pitch to Profit’ model – a simple framework that shows where value is won or lost. • The

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