Law firm awards and rankings continue to play a critical role in shaping reputation, differentiating capabilities and supporting business development. But as the landscape becomes more competitive, firms need a more strategic approach to how they position and communicate innovation.

In this on-demand webinar, Beth Huffman, managing director, sits down with Reena Sengupta, founder of the Financial Times Innovative Lawyers program, to explore how firms can strengthen their submissions and stand out in a crowded field.

Drawing on more than a decade of experience evaluating innovation across the legal industry, Reena shares a behind-the-scenes look at how submissions are assessed — and what separates top-performing firms from the rest.

What you’ll learn

• What Financial Times Innovative Lawyers judges are really looking for.
• How to position innovation beyond technology and AI.
• The elements of a strong, compelling submission narrative.
• Common mistakes that weaken otherwise competitive entries.
• How to demonstrate impact, scalability and client value.
• Practical strategies for preparing submissions in a competitive landscape.

A strong submission is more than a well-written entry — it’s a strategic exercise in storytelling, positioning and demonstrating measurable impact. Firms that approach the process with intention are better positioned to earn recognition and maximize the value of that recognition across their broader marketing and business development efforts.

This session offers practical, actionable guidance to help firms refine their approach and elevate how they communicate innovation.

About Poston Playbook
A forward-thinking webinar series designed to equip legal marketers with cutting-edge strategies in business development, marketing, leadership, crisis management and communications to fuel firm-wide growth.