Law firms across Canada are redefining the business of law—and the professionals driving it.
In its recent feature, Law.com International spotlighted findings from Calibrate’s 2025 Canadian Legal Marketing & Business Development Compensation Study, revealing how firms are professionalizing key revenue-generating functions and competing for a new class of strategic leaders.
“We’re seeing a fundamental shift in what firms value,” said Ivan Ivanovitch, Head of Calibrate’s Canadian Executive Search Practice. “The market wants Revenue Enablers™ with hands-on pursuits experience—pricing, project management, and industry expertise.”
Influenced by the Big Four’s approach to business development, law firms are increasingly hiring leaders who can bridge the gap between legal expertise and commercial strategy. These Revenue Enablers™ are expected to bring strategic vision, relationship-building skills, and industry insight—alongside emerging capabilities in artificial intelligence.
“Firms are competing for leaders who can leverage AI to accelerate business development, from predictive analytics to automated proposal generation,” Ivanovitch explained.
The study also shed light on compensation trends and disparities, offering a data-backed look at how experience, credentials, and gender influence pay within the profession. Professionals with law degrees continue to command a premium:
“Lawyers respect other lawyers—credibility is essential,” Ivanovitch noted. “These professionals command compensation that reflects their direct impact on the bottom line.”
However, the study also revealed persistent gender-based pay gaps among senior marketing and business development professionals—echoing similar trends seen across the U.S. legal market. While nearly three-quarters of respondents identified as female, women at the chief level earned 37% less in base salary than their male counterparts, with bonus disparities reaching as high as 63%.
These findings reinforce a broader conversation about equity and recognition within law firm leadership—especially as business development functions continue to gain strategic visibility and influence.
With base salaries for chief marketing and business development officers averaging CA$257,000 and reaching up to CA$400,000, and directors averaging CA$190,000, firms are clearly investing in leaders who can deliver measurable growth. Yet, as Calibrate’s data shows, market maturity also demands a sharper focus on parity and inclusivity in compensation practices.
As firms continue to navigate an increasingly competitive market, the message is clear: legal brilliance alone is no longer enough—business acumen and equitable leadership are now essential.
