Heidi Andrew · Strategic Marketing & Business Development Advisor
Bring your growth
strategy
into focus.
Senior-level marketing and business development advisory for law and professional services firms — helping leadership identify where growth should come from, clarify the firm’s value proposition, and build the market presence and systems needed to pursue it.
Explore the workThe strategic lens
The market is full of opportunity. The advantage is knowing where to focus.
Firms have many possible paths to growth: deeper relationships with existing clients, new markets or services, stronger referral networks, greater visibility, or a more disciplined approach to business development.
The challenge is distinguishing the strongest opportunities from the distractions.
I work with firm leadership to determine where the business should focus, what the firm can credibly own in the market, and how its value proposition should support that direction.
From there, marketing and business development can be aligned around the opportunities that matter most.
The goal is not more marketing. It is a clearer path from opportunity to growth.
What I Do
I help firms turn growth ambitions into an operating strategy. That can start with leadership alignment: defining the clients, markets and opportunities worth pursuing and getting clear on the firm's value proposition. From there, we look at what has to change to support that direction — client development, market positioning, referral strategy, thought leadership, experience and credentials, pipeline management, CRM, follow-up disciplines, or the way marketing resources are deployed.
Sometimes the answer is a stronger market presence. Sometimes it is a better business development system. Often, it is making sure all of those pieces are working toward the same goal.
Who I Work With
I work with firms at an inflection point. Often, the business has grown on reputation, relationships and excellent work — but the next stage requires greater intention. Leadership may be deciding where to focus, trying to build beyond a referral-driven model, looking for more growth from existing clients, repositioning the firm in the market, or realizing that its marketing and business development infrastructure has not kept pace with the business.
These firms may not need a full-time CMO. They do need senior-level thinking, an outside perspective and someone who can help leadership turn competing priorities into a practical growth agenda.
Three questions
Every growth agenda comes down to three questions.
Where should growth come from?
Which clients, markets, services and relationships offer the strongest opportunities?
What differentiates your firm?
What does the firm do particularly well — and how clearly does that differentiation, and the value behind it, come across to clients, prospects and referral sources?
How will we bring it to market?
What systems and processes will keep the strategy moving after the meeting ends — and how will the market learn about your firm?
Those questions sit at the intersection of Strategy, Presence and Systems. That is where Aperture Arc works.
Three connected disciplines
From focus to presence to momentum.
Growth Strategy
Define where you want to grow, what sets you apart, and how to turn that into a focused business development strategy.
Learn MoreBrand Presence
Translate that strategy into a clear, distinctive market presence across your messaging, website and materials.
Learn MoreMarketing Infrastructure
Build the systems, processes and tools that keep your marketing and business development efforts moving.
Learn MoreEvidence, not ornament
25+ years building strategies for AmLaw and boutique services firms.
90%
Partner adoption of new business development system after 18 months
300+
Pitches & RFPs led per year
40%
Pitch win rate achieved within two years