The balance of power inside Canada’s law firms is shifting.
Business development leaders have become the new architects of firm growth. As client demands evolve and competition intensifies, firms are realizing what Ivan Ivanovitch, Head of Calibrate’s Canadian Executive Search Practice, calls a “survival imperative”:
“Legal excellence without business acumen is a luxury firms can no longer afford. The firms that neglect business development risk stagnation while their competitors gain market share.”
About the Study
Calibrate’s 2025 Canadian Legal Marketing & Business Development Compensation Study captures current compensation trends across marketing and business development roles within law firms nationwide.
Conducted between May and June 2025, the study gathered confidential data from 92 respondents across four provinces, with a concentration in mid-size to large firms (firms with 100 to 750 lawyers) —providing a first-of-its-kind look at compensation, responsibilities, and satisfaction across this growing talent segment.
The study aims to:
- Benchmark compensation and bonus structures across firms and titles
- Explore how scope, specialization, and firm size impact pay equity
- Identify key factors driving retention and career satisfaction
- Help firm leaders align compensation with today’s evolving market expectations
Key Takeaways
- Strong Market Demand for BD Leaders
Business Development is now the top strategic priority for firms. Nearly 50% of survey respondents identified BD as their primary area of focus—a clear signal that firms are investing in revenue enablement, not just marketing visibility. - Professionalization of Key Functions
Marketing and BD departments are shifting from tactical execution to strategic business enablement, mirroring the professionalization seen in Big Four. Firms are investing in pursuit management, key client account programs, and analytics capabilities to drive measurable growth and profitability. - Growth and Opportunity Drive Retention
One in five Canadian legal marketers is open to a career change, with career advancement remaining the top priority for respondents. Firms that define clear career paths and invest in professional development retain the best talent. - Persistent Gender Gaps
Despite growing awareness, female-identifying leaders reported 37% lower base compensation and up to 63% lower bonus compensation at the Chief level compared to male counterparts—aligning with similar trends seen in the U.S. - AI Skills Command a Premium
Firms are seeking AI-fluent professionals capable of automating pursuits, proposal workflows, and data-driven client targeting—reflecting a broader transformation in how firms compete for client attention.
Market Perspective
The study reflects a broader professionalization trend across the Canadian legal market. Firms are evolving toward data-informed, commercially minded business development models—mirroring the sophistication of global professional services firms.
As Ivan Ivanovitch explains:
“The market wants Revenue Enablers with hands-on pursuits experience—pricing, project management, and industry expertise. The days of the traditional marketing director are over. Firms need revenue drivers who can deliver measurable growth, not just pretty brochures.”
Get the Full Report
The full report provides deeper data insights, including:
- Compensation distributions by title, province, and firm size
- Role satisfaction and retention analytics
- Commentary on emerging leadership models and AI adoption
Download the Full 2025 Canadian Legal Marketing & BD Compensation Study Report
