In the dynamic landscape of modern law firms, the pursuit of growth is the constant driver. This was highlighted at the Legal Marketing Association Southeast Regional Conference, which was held on Sept. 11-13, in Charlotte, North Carolina. Traditional strategies, such as networking events and public relations initiatives, have long been staples of business development. However, the increasing complexity of the legal industry demands a more precise approach to stay competitive, refine training and coaching strategies, maximize time spent on business development, and meet clients' evolving needs.