As The Orange Rag marks its 30th anniversary, industry veteran Paul Martin reflects on the seismic shifts in how technology is sold to large law firms. His white paper, Two Decades of Transformation – A Salesperson’s View on LegalTech Engagement in Large Law Firms, charts the journey from relationship-driven deals to today’s data-led strategies.
“In 2005, sales engagement was largely driven by personal relationships, in-person meetings, product-centric pitches and dare I say too many long lunches,” Martin recalls. Back then, law firms were deeply conservative, viewing technology as a cost rather than a strategic enabler. Decisions rested with senior partners or IT heads, and decision were made based on product features and rapport.
Fast forward to 2025, and the picture is radically different. “Today, it is a complex, multi-stakeholder, data-driven process that demands strategic insight, digital fluency, and consultative selling,” Martin says The rise of cloud computing, SaaS platforms, and AI-powered tools has transformed expectations. Buyers now demand proof of ROI, security assurances, and seamless integration, while salespeople have evolved into strategic advisors rather than product pushers.
Martin emphasises that modern selling is about outcomes, not features: improving efficiency, reducing risk, and enhancing client service. The role of the salesperson has shifted from vendor to partner, enabling transformation rather than simply closing deals.
To read his white paper, see HERE.
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