2011 Client Advisory Final

Hildebrandt Baker Robbins and Citi Private Bank are pleased
to present this 2011 Client Advisory highlighting the trends
that we perceived in the legal market in 2010,
as well as the trends that we believe will impact the market in 2011.

“Well, in our country,” said Alice, still panting a little, “you’d generally
get to somewhere else – if you run very fast for a long time, as we’ve been doing.”

“A slow sort of country!” said the Queen. “Now, here, you see, it takes all the running
you can do, to keep in the same place. If you want to get somewhere else,
you must run at least twice as fast as that.”

Lewis Carroll, Through the Looking Glass and What Alice Found There

“[Ladies and] Gentlemen, we have run out of money. It’s time to start thinking.”

Attributed to Sir Ernest Rutherford, Nobel Laureate in Physics (1908)

For many law firm leaders, Lewis Carroll’s description of the bizarre new reality in
which Alice found herself in the land through the looking glass is an apt metaphor
for the radically changed environment they are confronting in today’s legal market.
Anticipating a protracted period of sluggish demand and mounting client pressures
for enhanced value in the delivery of legal services with only modest rate increases,
many firms are racing hard just to stay even – i.e., to maintain an acceptable level
of profitability to satisfy their partners and to maintain stability. For those firms look-
ing to deepen or enhance their market positions, the challenges are more daunting
than ever before. At the same time, for firms prepared to heed Ernest Rutherford’s
advice and think creatively, be open to innovation, and show willingness to take
some risks, the present market environment offers great potential opportunity.

Sluggish Growth in the Demand for Legal Services
The growth in demand for legal services1 has been negative in each of the past
seven quarters. According to data compiled by the Citi Private Bank Law Firm
Group 2 and HBR Peer Monitor 3 during 2009, the overall demand for legal services
among the firms included in their databases declined by over 4 percent from the
prior year and, in 2010 (through the third quarter) that downward trend continued
though at a somewhat slower rate of less than 1 percent. As shown in Chart 1, al-
though the drop in demand hit the largest firms the hardest, all segments of the
market experienced an overall decline. Thus, for 2009, AmLaw 50 firms saw de-
mand growth at a negative rate of 5.5 percent (a drop of 8.1 percent from 2008
growth levels), while AmLaw 51-100 firms experienced a negative 3.2 percent
growth rate (down 6 percent from 2008), and AmLaw 2nd 100 firms had negative
growth of 1 percent (down 6.2 percent from 2008). In 2010, the demand growth
rates were almost flat, except for AmLaw 51-100 firms that continued to experience
negative growth at the 2.3 percent level.

1
For these purposes, “demand” for legal services is viewed (both in Citi data and Peer Monitor data, as
defined below) as equivalent to total billable hours recorded by firms included in a particular data base.
2
Citi Private Bank Law Firm Group data (“Citi data”) are based on reported results from some 182 US
headquartered law firms. The sample includes 86 AmLaw 100 firms, 51 AmLaw 2nd 100 firms, and 45
additional firms.
3
HBR Peer Monitor data (“Peer Monitor data”) are based on reported results from 110 law firms including
40 AmLaw 100 firms, 38 AmLaw 2nd 100 firms, and 32 additional firms. 2

Chart 1
Demand Growth by AmLaw Segment

Source: Citi Private Bank

Also, as indicated in Chart 2 below, with the exception of bankruptcy and reor-
ganization work (which thrived during the recession, but is now beginning to de-
cline), the sluggishness in demand has been evident in a broad array of practices
across the legal market.

Chart 2
Demand Growth by Practice

Source: HBR Peer Monitor

3

Not surprisingly, this overall decline in demand for law firm services reflected a
decline in outside counsel spending by major corporate clients. Indeed, the
2010 HBR Law Department Survey 4 found that, for the first time in memory, law
departments reduced their total spending for outside counsel – by 5 percent in
the US and 6 percent worldwide – during 2009. This cutback reflected an over-
all reduction in total legal spending of respondent companies by 1 percent in the
US and by 2 percent worldwide between 2008 and 2009. (That contrasted with
increases in total legal spending by law departments in the US by an average of
7 percent in each of the preceding nine years.)

Driven by intense pressure to manage their total legal costs more effectively, com-
panies have kept more work in-house and have markedly decreased their use of
outside firms. Among the law departments participating in HLDS, 69 percent re-
ported keeping more work in-house during 2009, and 71 percent expected to
move more work in-house in 2010. Concomitantly, 60 percent of respondents in-
dicated they had decreased the number of matters referred to outside counsel in
the US during 2009, and 59 percent said they had reduced the number of outside
firms used by their companies in the US.5 Of the HLDS participants, 96 percent
indicated that they had no plans to increase the number of their outside firms in
the US in 2010, and 29 percent said they expected further reductions.6

Unfortunately, the current demand picture shows no signs of improving any time
soon. As the national and global economies (at least in the developed world)
have entered a period of stagnated growth, there seems little likelihood of a
quick or robust recovery. Indeed, the last time the unemployment rate in the US
hit 9.7 percent, it took almost five years for unemployment to fall below 6.5 per-
cent.7 The Congressional Budget Office has projected real GDP growth for the
US economy from the fourth quarter 2010 to the fourth quarter of 2011 of only
2.4 percent, as compared to 2.1 percent during the preceding 12-month period.8

The current stagnation in the legal market is well reflected in the trend lines of
HBR’s Peer Monitor Economic Index, an index that tracks the overall financial
health of law firms by measuring such key factors as demand, productivity, rates,
and management of direct and overhead expenses. As shown below, while the
index began a promising upward trend from the depths of the recession in Q1 2009,
it has flattened out over the past four quarters, even trending slightly downward.

4
The 2010 HBR Law Department Survey (“HLDS”) included data from 252 companies in 22 industries
throughout the world. Almost 30 percent of participants were companies with revenues of more than
$20 billion, and over 65 percent of participants were companies with revenues at or above the Fortune
500 level.
5
With respect to outside counsel relationships outside the US, 48 percent of HLDS participants reported
reducing the number of matters assigned to outside counsel in 2009, while 46 percent reported
reductions in the total number of outside firms engaged.
6
As regards use of law firms outside the US during 2010, 95 percent of HLDS respondents indicated no
intention to increase the number of outside firms used, while 24 percent reported that they expected to
decrease their number of outside counsel relationships. Note that these responses related only to the
total number of outside firms being used by respondents. They do not necessarily imply that clients are
not using new firms or shifting work among firms and, in fact, we know that many clients have reached
out to new service providers over the past couple of years, often as part of “disaggregation” strategies
– i.e., the hiring of two or more law firms or other service providers to provide the full range of services
required for a given litigation or other matter.
7
“The US Unemployment Rate January 1948 to November 2010,” compilation of US Department of
Labor statistics by NPA Services, Inc., at http://www.miseryindex.US/urbymonth.asp.
8
See http://www.cbo.gov/ftpdocs/108xx/doc10871/Chapter2/shtml. The CBO does forecast stronger
growth in real GDP after 2011, projecting growth at an average of 4.4 percent per year from 2012
through 2014. 4

Chart 3
Peer Monitor Economic Index Change by Quarter


Consistent with these data, the Citi Managing Partner Confidence Index for 3Q
2010, which measures the level of managing partner optimism in key areas, indi-
cated that managing partners now feel somewhat neutral about the prospects of
recovery both for the economy at large and for the legal market. These results
follow five straight quarters of increased confidence from an historically low base,
and demonstrate a sense of uncertainty about the strength of the recovery as well
as the business conditions facing law firms.

Changed Basis of Competition
During the boom years (2001 through 2007) preceding the current economic
downturn, competitive pressures on law firms were relatively light. In a period
when the demand for legal services was growing at a healthy clip of 4.5 percent
or so per year and when clients were willing to tolerate annual rate increases in
the 6-8 percent range,9 most firms – even those that were not particularly strate-
gically focused – could manage to snag enough new business in the expanding
market to sustain healthy rates of growth. In the current market, however, that
picture is changing dramatically.

During a period of declining or slow demand growth and increasing client sensitiv-
ity to legal costs, the only ways for a firm to grow organically or improve its mar-
ket position are (i) to capture market share from other firms by differentiating its
own services on the basis of quality, efficiency, or cost or (ii) to identify and pur-
sue those pockets of activity in the market (be they practice-driven or geography-
driven) where demand may be growing despite overall market trends or where
demand can be stimulated by the use of new business models. Pursuing either
of these courses requires a focused strategy and a commitment to execution that
most firms have historically lacked.

5
9
Based on Citi Private Bank Law Firm Group’s long-term trend analysis of data from 145 firms.

Firms seeking to capture market share must also deal with the changed realities
of client expectations. Driven by cost pressures and a growing determination to
realign the economic incentives in their relations with the law firms they use,
clients seeking outside counsel are more focused than ever before on efficiency
and cost effectiveness in the delivery of legal services. Among the companies
participating in HLDS, for example, 51 percent reported demanding rate reduc-
tions from their outside firms in 2009, 72 percent imposed rate freezes, and 76
percent insisted upon non-hourly based alternative fee arrangements (“AFAs”) for
at least part of their work. For 2010, 54 percent indicated an intention to impose
rate reductions, 70 percent to continue rate freezes, and 85 percent to use AFAs
for some portion of the work of their outside counsel.10 Clearly, the pressure on
law firms to deliver services in more efficient and cost effective ways has never
been greater, and it appears that many firms are responding to the challenge.

Among 124 firms participating in the American Lawyer 2010 Law Firm Leaders
Survey in September 2010, respondents reported that, on average, 16 percent of
their firms’ matters included a value-based/non-hourly fee component.11 Among
the respondents, 70 percent reported having secondment programs,12 55 percent
said they employed contract lawyers for certain kinds of work, 25 percent indicated
they outsourced certain work to third parties to be handled by lawyers, and 15 per-
cent reported they outsourced work to third parties to be handled by non-lawyers.

The changing basis of competition is also beginning to drive some re-segmenta-
tion across the legal market. As noted previously, the current downturn did not
impact AmLaw 2nd 100 firms and regional firms as seriously as it did the AmLaw
100. There is some evidence that these smaller firms have not only benefitted
from this comparative stability but have used it – in combination with their lower
fee and cost structures – to siphon off some types of work from their larger coun-
terparts. Indeed, 68 percent of companies responding to HLDS indicated that
they shifted work to regional or boutique firms as part of their cost management
strategies in 2009, and 74 percent said they expected to do so in 2010 as well.

We have also seen in the past couple of years the emergence of new types of com-
petitors – some of them law firms themselves – that have caused shifts in the allo-
cation of work across the legal market. Most obvious have been the legal process
outsourcing companies (“LPOs”) that have garnered a significant share of the mar-
ket for e-discovery, document review, and due diligence work (all work previously
performed by law firms). Indeed, it has been reported that there were more than
140 LPOs in India alone at the end of 2009 (up from 40 in 2005), and that the total
revenue of these firms should hit $440 million in 2010 (up 38 percent from 2008).
Observers expect revenues of Indian LPOs will exceed $1 billion by 2014.13

10
A more detailed description of AFAs and how firms are responding to client pressures to use them is set
out in a subsequent section of this Advisory.
11
Of those respondents using AFAs, 93 percent reported using flat fees for all or some stages of matters, 91
percent using flat fees for entire matters, 90 percent using incentive or success fees, 85 percent using
collars or caps on fees, 73 percent using contingency fees, and 61 percent using annual or other periodic
retainer fees for portfolios of services. ALM Legal Intelligence, 2010 Law Firm Leaders Survey.
12
In secondment programs, law firm lawyers are placed in client law departments for an agreed-upon period
of time or in-house lawyers are placed in law firms, typically with some subsidy from the law firms involved.
13
Heather Timmons, “Outsourcing to India Draws Western Lawyers,” The New York Times, Aug. 4, 2010,
quoting Valuenotes, a consulting firm in Pune, India. 6

Some “new competitors” have also emerged from law firms themselves, however,
as firms have identified new opportunities and innovative ways to deliver tradi-
tional services more efficiently. One good example is Morgan, Lewis & Bockius
LLP, that has, for the past few years, used its Legal Logistics division (now called
its eData Practice) to develop and implement strategies and cutting-edge tech-
nologies for successfully managing complex litigation matters, with an emphasis
on electronic discovery issues. The firm has successfully marketed these serv-
ices – normally priced on a non-billable hour basis – to several major corporate
clients, with the result that Morgan Lewis is now providing litigation management
services on numerous matters where it is not serving as trial counsel.

Another good example is London-based Berwin Leighton Paisner that provides,
through its innovative “Lawyers on Demand” program, an alternative resourcing
solution for in-house legal teams. The program offers talented and experienced
interim lawyers to meet client needs drawn from a flexible pool of high-quality,
freelance lawyers who are trained, vetted, and supported by the firm but who
work directly for clients. The program, which has grown very rapidly over the past
two years, offers premium legal resources to clients on a low cost basis.14

The Berwin’s program is similar to the efforts of other firms to create a more flexi-
ble law firm workforce model. Examples include Axiom Law and Virtual Law Part-
ners LLP, both firms that combine expert partner-level lawyers with very low
overhead operations and a philosophy of assisting their clients in managing wide
ranging partnerships of other service providers.

All of these examples reflect well-planned efforts to enhance value for clients by
providing traditional legal services in more efficient ways and on a more cost ef-
fective basis. They also reflect how firms, rather than simply viewing the entry of
low-cost providers into the market as a threat, have seen the emerging new busi-
ness models as an opportunity to re-think the ways a traditional law firm might op-
erate. They are precisely the kinds of approaches that will be increasingly
necessary for firms seeking to capture market share in the current environment.

Overall, we expect to see the legal market continue to segment as a wider range
of law firms and other service providers compete for lower-end services, leaving
high-end providers to fight over a shrinking portion of the overall market.15 With
relatively stagnant demand, firms will continue to expand their market positions
largely by taking market share from others, with the result that there are likely to
be more definitive winners and losers than in the pre-recession years.

14
It was recently reported that Berwin Leighton Paisner is considering spinning off its Lawyers on Demand
program as an independent business in which the firm would remain a key stakeholder, in part to attract
outside investment to develop the business further. See Claire Ruckin, “BLP considers split from Lawyers
on Demand arm as part of growth drive,” legalweek.com., Dec. 2, 2010.
15
One interesting new factor in the competitive landscape of the legal market is the Legal Services Act in the
UK, important provisions of which come into effect in October 2011. Perhaps the most revolutionary such
provision is a change in the law that will for the first time permit non-law firms to offer a variety of both legal
and non-legal services. As a result, it seems likely that we will see the entrance of a new range of
alternative service providers in various segments of the British legal market. To the extent this change gains
7 momentum, it could introduce a new dynamic into the market that US firms will also have to consider.

Evidence of this increasing segmentation can be seen in Charts 4 and 5 below,
which compare the relative profitability of law firms included in the Citi data during
the 2005-07 period with similar preliminary data for 2010. As can be seen, there
is a much wider range of performance evident in 2010 than in the pre-recession
years when the vast majority of firms enjoyed healthy profit growth. This trend to-
ward wider variation in profitability was also evident in 2008 and 2009.

Chart 4
Profitability Distribution of US Law Firms (2005-07)
($000)

Source: Citi Private Bank Law Firm Group Long-Term Trend Analysis. Sample Size: 108.

Chart 5
Profitability Distribution of US Law Firms (2010 Prelim.)
($000)

Source: Citi Private Bank Law Firm Group Long-Term Trend Analysis. Sample Size: 108.

8

Continued Consolidation –
Mergers and Lateral Acquisitions
The total number of law firm mergers in the US was significantly lower in 2010 than
in prior years, though the decline is attributable almost entirely to sluggish activity
during the first quarter. As shown in Chart 6, there were 27 mergers of firms in the
US in 2010, as compared to 57 during 2009. However, after the first quarter, the
total number of mergers by quarter held fairly steady with the numbers from prior
years indicating that merger activity and interest is continuing to pick up. Moreover,
the average size of the combinations being completed and being considered is on
the rise, indicating that firms are willing to undertake significant transactions to ad-
vance their strategies.

Chart 6
Completed US Law Firm Mergers

Source: HBR Merger Watch

The two largest mergers of the year involving US firms were trans-Atlantic combi-
nations – the merger of Hogan & Hartson with Lovells to form Hogan Lovells (with
2,500 lawyers) and the merger of Sonnenschein Nath & Rosenthal with Denton
Wilde Sapte to create SNR Denton (with some 1,250 lawyers). Also in 2010, the
Norton Rose Group announced its combination with Ogilvy Renault in Canada and
Deneys Reitz in South Africa, effective June 1, 2011. This followed Norton Rose’s
establishment of a presence in Australia earlier in the year.

Looking forward, we expect to see merger activity resume a more normal pace in
2011, as firms continue to position themselves to achieve their strategic objec-
tives. We also expect to see continuing interest in cross-border merger activity.
Indeed, six mergers are already slated for completion in Q1 2010, including the
1,275 lawyer combination of Squire Sanders & Dempsey in the US with Ham-
monds in the UK, as well as the combination of Kilpatrick Stockton and Townsend
and Townsend and Crew in the US.

9

As for lateral partner acquisitions, we anticipate that we will continue to see both
individuals and groups of partners moving from one firm to another at a healthy
pace during the coming year. The American Lawyer reported a record number of
lateral partner moves in 2009,16 and we believe that trend continued in 2010 as
many firms reduced their partner ranks while others took advantage of market
opportunities to expand their capabilities in strategically important areas.

In a survey of 48 large law firms (predominantly AmLaw 50) conducted by Citi
Private Bank in July 2010 (“Citi Leaders Council Survey”), 40 percent of re-
spondents said they had increased their focus on recruiting lateral equity part-
ners. The appetite for expansion through a merger or the acquisition of a
smaller firm did not show a similar increase. The most popular practice expan-
sion areas included corporate, litigation, and intellectual property; while the
most popular geographic expansion areas included New York and the UK.

Continued Focus on Globalization
Despite the economic downturn of the past two years, a number of firms have
remained strongly committed to strategies of expanding their global footprints.
Part of the reason for this commitment is undoubtedly the strong economic
growth forecast for specific areas of the world. As shown in Chart 7 below, Citi
Investment Research and Analysis projects that, while the growth of Western
economies will remain sluggish for the foreseeable future, economies in the
Asia Pacific region, in emerging markets, and (to a lesser extent) in Latin Amer-
ica are likely to see healthy rates of growth through 2012.

Chart 7
Real GDP Growth Projected by Region

Source: Citi Investment Research and Analysis, November 2010

16
Among AmLaw 200 firms, for the 12-month period ending September 30, 2009, there were 2,775 lateral
partner moves, a 10.6 percent increase in partner mobility over the preceding year. Ted Chiappari and
Angelo Paperelli, “The 2010 Lateral Report,” AmericanLawyer.com, Feb. 1, 2010. 10

These facts no doubt contributed to the expanded interest of global firms during
the past year in markets like Australia and Brazil, as well as the continuing inter-
est in particular industrial segments like energy, which drove expansion plans in
Canada and elsewhere. Moreover, there is evidence that these strategies are be-
ginning to pay off as there is some indication (as there was in the years prior to
2008) that firms with more global footprints are faring better – both in terms of
growth and profitability – than their less globally focused competitors.17

Management Challenges:
Running Harder to Stay Even
As law firms struggle to adjust to their rapidly changing competitive environment,
many are finding that – like Lewis Carroll’s Alice – they must run ever harder just
to stay even. In the first place, shifting one’s management paradigm from a rate
focused to an efficiency focused business is not easy. It involves revisiting, and
sometimes changing, basic assumptions about a firm’s fundamental relationship
with its clients, about how work is performed and priced, and about how perform-
ance is evaluated and rewarded. It may also require looking critically at the “ba-
sics” of a law firm’s economics and structure.

Shrinking Firm Size and Sub-optimal Productivity. With the layoffs and defer-
rals that many firms imposed in 2009 18 and the decline in the number of equity
partners seen in 2010,19 there is no question that most firms are somewhat
smaller today than they were three years ago. Given the likelihood of a pro-
longed period of stagnant growth in demand, however, the question is whether
further reductions may be needed in many firms. As shown in Chart 8 below,
while productivity (as measured in terms of billable hours per lawyer) has in-
creased modestly for most firms from the trough of the recession in 2009, current
levels of productivity remain well below pre-2008 norms.

17
According to Citi data, on a YTD basis through Q3 2010, “global” firms experienced a growth rate in
demand of 1.6 percent, which compared to a negative growth rate of 0.9 percent for “international” firms,
a negative rate of 1.2 percent for “national” firms, and a negative rate of 0.4 percent for “regional firms. For
these purposes, a “global” firm is defined as one with greater than 25 percent of its total lawyer FTE based
outside the US; an “international” firm is defined as one with less than 25 percent but more than 10 percent
of its total lawyer FTE based outside the US; a “national” firm is defined as one with less than 10 percent of
its total lawyer FTE based outside the US and less than 50 percent of its total lawyer FTE based in its
headquarters office; and a “regional” firm is defined as one with less than 10 percent of its total lawyer FTE
based outside the US and 50 percent or more of its total lawyer FTE based in its headquarters office.
“Demand” for these purposes is defined as total billable hours for each firm.
18
In its NLJ 250 survey published in November 2009, the National Law Journal reported the deepest cuts
in overall number of attorneys since it began tracking such statistics 30 years ago. Collectively, the NLJ
250 firms laid off 5,259 lawyers in 2009 – a decline of 4 percent in total lawyer population (compared to
a 4.3 percent increase in 2008). Associate ranks were the hardest hit, with a reduction of 8.7 percent in
that category across the 250 firms. L. Jones, “So long, farewell,” in National Law Journal, Nov. 9, 2009.
19
According to Citi data, equity partner growth in US law firms was 1.7 percent in 2008, 0.7 percent in
2009, and a negative 1 percent in the first half of 2010. This compared to a compound annual growth
11 rate of 2.6 percent during the period 2001 through 2007.

Chart 8
Hours per Lawyer

Source: Citi Private Bank Law Firm Group

With many new associates who were deferred in 2009 having joined firms in 2010,
we suspect that a number of firms will be taking a hard look at what their staffing
needs are likely to be over the next few years and will be adjusting their hiring targets
accordingly. Indeed, we have already seen many firms significantly reduce their hir-
ing quotas for associates and summer associates.20 In the Citi Leaders Council Sur-
vey of 48 large law firms, only 17 percent of respondents expected to increase the
size of their first-year associate classes in 2011, and only 24 percent expected to in-
crease the size of their summer associates programs. At the same time, a number of
firms are anticipating a shortage of mid-level associates, particularly as the economy
begins to recover, and it is possible that we will see an uptick in recruiting at that level.

The primary way in which many firms will be looking to manage their overall size in
2011 is by reducing their number of equity partners. As previously noted, the num-
ber of equity partners in the US law firms included in the Citi data actually declined
by 1 percent during the first half of 2010. This is consistent with data from the
AmLaw 2010 Law Firm Leaders Survey in which 67 percent of the respondent firms
reported they would ask partners to leave during 2010. The fact is that the person-
nel cuts that firms imposed over the past couple of years were focused dispropor-
tionately on associates and other staff. To the extent further staff reductions are
needed, firms will increasingly be forced to look to the partner ranks.

20
At the same time, many firms have been re-thinking their processes for staffing and managing matters,
with the result that they expect to be hiring more staff attorneys and contract lawyers than in the past. 12

Problem of Declining Realization. Reflecting the growing determination of clients
to manage their outside legal costs more aggressively, the past three years have
seen a significant decline in law firm realization rates. As indicated on Chart 9 below,
billing realization rates across the market have fallen 3.4 percent from Q3 2007
through Q3 2010, while collection realization rates have declined 4.3 percent.21 Real-
ization rates (both billing and collection) are currently at historic lows. Moreover, as
can be seen, over the past year, the billing realization rate has remained essentially
flat while the collection realization rate has continued to decline.

Chart 9
Billing and Collection Realization Rates


It is also important to note that, while all firms have experienced pressure on their
realization rates, the most profitable firms have been the hardest hit. As shown in
Chart 10 below, firms in the second quartile of profitability experienced the
sharpest decline in overall realization rates from 2007 through 2009, followed by
firms in the first quartile. This may well reflect the growing resistance of clients to
pay top firm rates for what they perceive to be lower value work.

21
Billing realization rate refers to that percentage of standard rates that is actually billed to clients, while
13 collection realization rate refers to that percentage of standard rates that is actually collected from clients.

Chart 10
Firm Realization Rates by Quartiles of Profitability

Source: Citi Private Bank 22

Given the apparent determination of clients (as previously mentioned) to continue
to pursue rate reductions, to impose rate freezes, and to press for alternative fee
arrangements, it seems unlikely that the decline in realization rates will be re-
versed anytime soon. Confronted with this reality, firms would be well advised to
be judicious in their hiring practices and to continue to control their expenses
very carefully. For many firms re-setting their partners’ expectations regarding
profitability will also be important.

Continuing Aggressive Expense Management. Over the past two years, law
firms have literally slashed expenses, both direct expenses and overhead.23 As
can be seen on Chart 11, direct expenses, which were increasing at a healthy
clip of 14.8 percent in Q3 2008, fell to a negative 4 percent by Q3 2009 (as com-
pared to the same period in the previous year), and again to a negative 7.5 per-
cent by Q3 2010. Overhead expenses – which include many items like space
costs which cannot be reduced quickly – followed a similar pattern, though with a
less sharp decline.

22
Based on analysis of 114 firms for which Citi Private Bank has relevant and consistent realization data
from 2000 through 2009. Quartiles are determined by ranking firms 1 to 114 based on 2009 profit per
equity partner.
23
Direct expenses refer to those expenses related to fee earners (primarily the compensation and benefits
costs of lawyers and other timekeepers). Overhead refers to all other expenses of the firm (including
occupancy costs, technology, administrative staff, etc.). 14

Chart 11
Percentage Growth in Direct Expenses
and Overhead


Going forward, firms will undoubtedly make every effort to continue to manage
their expenses aggressively. For law firm managers, however, continuing to cut
expenses as a boost to profitability is likely to become increasingly difficult. For
starters, the dramatic drop in direct expenses seen over the past two years has
been primarily attributable to headcount reductions. That level of sharp decline
will be very difficult to sustain in the year ahead, at least absent another round of
layoffs. Moreover, there is evidence that some firms may face challenges in re-
cruiting new mid-level associates, a factor that could drive recruiting costs up. As
for overhead reductions, many firms over the past two years postponed needed
projects (particularly in technology) that simply cannot be delayed much longer
without adverse consequences.24 As a result, many firms may actually see an in-
crease in their overhead expenses during 2011.25

As a broader matter, considering the competitive market pressures that law firms
face, firm managers also need to be mindful of the fact that it is very difficult to
“cut your way to profitability” – at least in the long run. The legal market is chang-
ing in significant ways, and firms that want to be successful in the new reality
need to be making strategic investments now in new ways of working and in
promising new market opportunities.

24
Moreover, many firms are looking at large expenditures to cover deferred investments in technology
just at the time that “cloud computing” is emerging. The evolving nature of this new technology raises
the stakes considerably, requiring firms to be particularly careful in their planning and particularly
cautious in their expenditures.
25
In the Citi Leaders Council Survey, 50 percent of respondents said they anticipated their firms’
15 overhead expenses would increase in 2011.

Management Challenges:
Re-thinking the Service Delivery Model
Much has been written over the past two years about the changing delivery model
for legal services and the need for firms to re-think their underlying assumptions
about work processes, pricing, infrastructure, and administrative support. While
some of the bold predictions of revolutionary changes in the structure and work of
firms have no doubt been overblown, there is no denying that the market is
changing and that some firms are beginning to use the redesign of their service
delivery models to good competitive advantage. As Mike Dillon, the General
Counsel of Sun Microsystems has observed, “The reality is that we are in the
early stages of a seismic shift in the traditional cost and delivery model for legal
services. I see it every day in my interactions with the law firms that support us
and in my discussions with peers at other companies.” 26

Alternative fee arrangements are a case in point. While the market is certainly
not experiencing a seismic shift away from the billable hour as the “normal” way
of pricing legal services, there has clearly been a noticeable increase in the use
of AFAs and the evidence suggests that this trend will continue in coming years.
Among some 212 companies responding to specific survey questions on this
issue in the 2010 HLDS, for example, 41 percent indicated they had used con-
tractually fixed fees in 2009 for up to 10 percent of their outside legal work.27
Among respondents, 20 percent also reported they had used contingency fees
for up to 10 percent of their outside legal work, while 19 percent indicated they
had used value or incentive billing, and 8 percent stated they had used portfolio
pricing.28 Among the companies using AFAs in 2009, 61 percent projected an in-
crease in the use of contractually fixed fees in 2010, while 55 percent projected
increased use of value or incentive billing, 45 percent increased use of contin-
gency fees, and 36 percent increased use of portfolio pricing.29

These data are consistent with information from the Citi Leaders Council Survey.
In that survey (of 48 large law firms), respondents projected using AFAs for 12.9
percent of their total firm revenues for 2010 (as compared to 10.6 percent in
2009). They expected this percentage to increase to 15.4 during 2011. Only one
firm reported no use of AFAs during the three-year period covered by the survey.
Similarly, in a survey of the leaders of 78 large law firms conducted by Thomson
Reuters in May 2010 as part of its annual Legal Executive Briefing (“the 2010
LEB Survey”), 96 percent of respondents indicated they expected increased use
of AFAs during the next three years, and 89 percent forecast increased use of
pre-matter budgets.30

26
The Legal Thing: Notes From a General Counsel, June 18, 2009, http://blogs.sun.com/dillon/entry/change.
27
Of the companies responding, 11 percent indicated they had used contractually fixed fees for up to 25
percent of their outside legal work, and 8 percent of respondents for up to 50 percent.
28
Portfolio pricing refers to the use of fixed fees for a series of projects or cases or for projects occurring
within set periods of time.
29
Among the companies not using AFAs in 2009, 18 percent expected to begin using contractually fixed fees
in 2010, 16 percent value or incentive billing, 14 percent contingency fees, and 10 percent portfolio pricing.
30
The growing use of AFAs and pre-matter budgets has posed a technology challenge for many firms that
lack the project management and budgeting tools to implement alternative pricing and process controls
effectively. Going forward, investments in such tools will be increasingly important. 16

As to other forms of legal service redesign likely to occur within the next three
years, among the 78 large firms responding to the 2010 LEB Survey –

• 81% expected increased investments to make their practices more efficient;
• 71% expected increases in their use of teams to manage matters/projects;
• 61% percent expected increased use of contract lawyers;
• 55% expected increased use of non-lawyer project managers; and
• 43% expected an increase in the outsourcing of routine legal activities.

In the same survey, 86 percent of law firm leaders said their firms were actively
investing time and resources into innovatively changing the ways in which they
engage in legal practice and conduct administrative functions, and 82 percent
rated these changes either “important” or “extremely important” to the future of
their firms. The areas of innovation ranked as particularly important included
marketing and client development (82 percent); talent acquisition, training, and
management (76 percent); pricing and billing methods (69 percent); and prac-
tice tools and technology (64 percent).

Clearly, in the present environment, many corporate clients are looking to their
law firms to provide not just competitive rates, but also genuine added value in
the services the firms provide. In its simplest form, this may mean offering
clients complimentary services – such as secondments, debriefing sessions,
shared training programs, and the like. But at a deeper level, it means focusing
on legal work processes, project management skills, and knowledge manage-
ment to insure maximum efficiency in the delivery of legal services. There is
today considerable experimentation going on across the legal market in all of
these areas. As we have noted elsewhere, the impetus for these changes did
not come solely from the current economic downturn. Indeed, a persuasive ar-
gument can be made that many of the changes would have occurred over time
as a result of the normal operation of market forces. There is no question, how-
ever, that the current downturn has accelerated the demand for change from the
client community and has created an environment in which efficiency and cost
effectiveness have become the driving factors of law firm competition.

We fully expect that the experimentation with new service delivery models and
new pricing strategies that we have seen over the past couple of years will con-
tinue and expand in 2011. Thus, we believe that firms will continue to focus on
project management skills and other techniques for improving efficiency, includ-
ing the outsourcing of legal and non-legal aspects of their work and the use of
technology to automate workflows and to reduce the number of staff required.
Firms will also likely expand their use of alternative fee arrangements as both
clients and firms become more comfortable with the concepts, but the growth of
AFAs as an overall percentage of firm revenues will remain modest.

17

Financial Outlook for 2011
Looking toward 2011, we expect to see the legal business stabilizing, though at a
lower level than in the years prior to 2008. Although demand is likely to remain slug-
gish, most firms have downsized to the point that stable operations should be possi-
ble, even though many firms remain “over partnered.” While firms are generally hiring
associates again, their recruitment goals are much lower than in pre-recession years
and are likely to remain so for the foreseeable future.

Growing profitability in the coming year will be particularly challenging. While many
firms will show healthy profit growth in 2010, that will reflect primarily headcount re-
ductions and other cost saving measures implemented during the past year. As
noted previously, those cuts will be hard to replicate in 2011. On the other hand,
many firms remain “underleveraged and over partnered,” thus offering the prospects
of addressing their profitability issues by taking a hard look at underperformers in their
partnership ranks.

Although it is likely that most firms will implement modest rate increases in 2011,
there does not seem to be much likelihood that such increases will be fully effective.
As previously noted, the collected realization rate for firms has fallen fairly steadily for
the past three years and, through Q3 2010, continues on a downward trend. Indeed,
the rate has reached an historic low. Even if the overall realization rate levels off at or
near its current level (and that is certainly not assured), the effects of any rate in-
creases will be tempered.

On the expense side, we expect that firms will continue to manage their costs aggres-
sively, although some expenditures deferred from prior years (such as those related to
technology projects) may not be deferrable much longer without serious adverse con-
sequences. At the same time, firms choosing to address current market challenges in
a more proactive way – e.g., through implementation of work process redesign proj-
ects, introduction of project management systems, or a revamping of their talent man-
agement programs – might well need to incur more costs than in prior years. In any
event, we do not expect to see any significant increases in firm debt levels in the com-
ing year, although some firms may well increase their capital requirements. 31

For the coming year, with the combined effects of sluggish demand, low realization,
continued aggressive expense management, and (possibly) some reduction in the
number of equity partners, we expect that profits per equity partner will increase mod-
estly at lower single-digit rates across the market. We also expect a continuing trend
of wide variability in profits per equity partner across firms. There will, of course, be
variations depending on location, practice, and client mix, but we expect that 2011 will
be a modest year for profitability growth. At the same time, we expect to see firms
continue to differentiate themselves during the coming year. For firms willing to “start
thinking,” as demonstrated by sharply focused strategies, the insight and creativity to
respond to changing client demands, and the determination and stamina to “run at
least twice as fast” as others, we believe the current market actually holds great
promise. As always, we stand ready to assist our clients in meeting the challenges of
this evolving market.

31
In the Citi Leaders Council Survey, less than 10 percent of the 48 large law firms responding planned to
increase their debt levels during 2011. Of the respondents, 33 percent planned to increase their capital
requirements, while 65 percent expected no change. 18

Hildebrandt Baker Robbins (“HBR”) is a multidisciplinary consulting firm that assists law firms, law de-
partments, and other professional service organizations plan, implement, and achieve their manage-
ment and strategic goals. The company is the largest and most diversified consultancy serving primarily
the legal market, with over 120 consultants working around the world in a broad range of strategic, man-
agement, and technology related practice areas. For more information, go to www.hbrconsulting.com.
HBR is a business unit of Thomson Reuters Corporation. The information included in the HBR Peer
Monitor survey is confidential and is never reported in a manner that permits the identification of data
from any particular firm.

“Citi Private Bank” is a business of Citigroup Inc. (“Citigroup”), which provides its clients access to a
broad array of products and services available through bank and nonbank affiliates of Citigroup. Not all
products and services are provided by all affiliates or are available at all locations.

The information collected via the Law Watch Annual Survey of Law Firm Financial Performance and
Law Watch Managing Partner Confidence Index Survey are confidential and are not reported in a man-
ner that permits the identification of data from any particular law firm. The survey results are based on
information received from participating law firms and are presented without representation or warranty
of any kind. The surveys are an analysis of data provided to Citi Private Bank and do not constitute an
offer by Citi Private Bank to provide individual advice. These surveys reflect the aggregate opinions of
the participating firms and are not intended to be a forecast of future events or a guide to any individual
firm’s business decisions.

The Law Watch Managing Partner Confidence Survey and Index are based on patent pending analytical
models. Citi and Citi with Arc Design are registered service marks of Citigroup Inc. or its affiliates.

For more information, please visit us at www.hbrconsulting.com
© 2011 HILDEBRANDT BAKER ROBBINS, a Thomson Reuters business. All rights reserved.

2011 Client Advisory Final

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