How Brödermann Jahn built relationships through Marcus Evans

A Marcus Evans Success Story

“The team went the extra mile to find us the best possible discussion partners”

- Prof. Dr. Eckart Brödermann, Founding Partner, Brödermann Jahn RA GmbH

About Brödermann Jahn RA GmbH

We advise companies, their management and stakeholders, as well as private individuals, in all areas of commercial and private law.

Brödermann Jahn RA GmbH Overview

The Marcus Evans Advisory Board recognised you as a best-in-class company in your category. Why do you believe you were recognised as a standout vs your competition?

Our team spirit and mindset are an important part of our approach. This is combined with our deep comparative legal knowledge, expertise and track record in bridge-building law, paired with a hands-on business focus. We have a clear vision for a positive future, (integrating world-changing challenges such as AI and the aleatory moves of world politics and global economics). We integrate modern tools like the UNIDROIT Principles, for which we are a world-leading firm. All of this is supported by a strong track record built over more than 30 years, an impressive number of major cases excelling in international negotiations, projects and transactions, and international litigation and arbitration. We put our clients’ interests first and focus on their specific needs. 

What is your firm’s greatest competitive advantage?

Our greatest competitive advantage is our mindset. We think in a pragmatic, business-oriented way, considering the law as one tool among others, helpful and necessary to assist clients in realising business goals and minimising risks. We work as a team, on one account, where it does not matter who acquires a case and who works on it. This enables us to put the best brain or team on any job. All of us have a wide, international, business-oriented focus, and we act as specialists for cross-border business matters. We are also content to invoice reasonable fees.

Who are some of your biggest clients and how have you helped them?

We have helped several German and foreign publicly listed companies manage major IT licensing issues, including multimillion-dollar contract negotiations and enforcement of rights in Germany and Ireland. We advise Fortune 500 and publicly listed companies on contractual risks, construction and sales contracts, mergers, compliance, competition and IP matters, including cross-border work across Europe, the Americas and Asia. We also support owners of multimillion-dollar family businesses with company sales. Our experience includes complex multibillion-dollar plant construction projects, major international arbitrations and cross-continental litigation involving groups of companies.

Website: german-law.com

The Partnership

When Prof. Dr. Eckart Brödermann, Founding Partner of Brödermann Jahn RA GmbH, was first approached by Marcus Evans, the firm was cautious. Partners had received cold calls in the past and had generally declined to engage. This time, however, Eckart saw that Marcus Evans had built a strong track record over many years and decided to listen.

The firm was looking for a boost to support its next stage of growth, particularly as it considered generational change within its partner team. Before committing, Eckart spoke with contacts who had previous experience with Marcus Evans. Although the feedback was mixed, the approach appeared plausible enough to justify finding out for themselves. 

The Challenge: Creating new business opportunities in a changing market

Brödermann Jahn wanted to strengthen its business development and connect with inhouse legal decision-makers who had genuine requirements for external counsel. However, the firm recognised that general counsels operate under significant time pressures and that their needs can change quickly depending on business priorities. The key question was whether a Summit could provide access to the right people at the right time - and whether those conversations would translate into meaningful opportunities.

The Solution: Targeted access and meaningful conversations

The Summit provided Brödermann Jahn with a focused environment for meeting general counsels and building relationships with potential clients. A particularly important part of the experience was the qualification and matching process. According to Eckart, the Marcus Evans team went “the extra mile” to identify the best possible discussion partners, even when it took time to find contacts with genuine potential relevance.

What the approach enabled:

• Targeted prospect access: Meet senior in-house legal decision-makers who could be difficult to reach through conventional business development
• Relevant conversations: Engage with potential clients around their current needs and challenges
• Relationship building: Develop relationships that could continue beyond the event
• Business Development: Turn selected conversations into real client assignments and further opportunities
• Professional preparation and support: Work closely with the account team before, during and after the Summit
  

The Outcome: From conversations to client relationships

Brödermann Jahn’s experience produced a mixture of outcomes. Some general counsels became valuable contacts, while others developed into real clients, initially through smaller assignments with potential for further development. In one case, Eckart visited the legal department at the company’s US headquarters. Other conversations did not progress, with some contacts being overwhelmed by competing priorities or becoming difficult to reach after the event.

Eckart describes the overall experience as positive. He estimates that Marcus Evans delivered more than 80% of what had been promised and exceeded expectations, particularly at the Montreux event.

Business Impact

• New client relationships: Several Summit conversations developed into real client assignments
• Potential for account growth: Initial smaller assignments created opportunities for longer-term development
• Expanded senior network: Brödermann Jahn established relationships with general counsels in relevant markets
  
• Follow-on engagement: One relationship developed to the point of a visit to the client’s US headquarters
• Future business potential: The firm expects the business development generated to strengthen further over time

How the Summit Is Different from Other Events

The combination of access, matching and support

For Eckart, the value of the Summit came from more than simply bringing people together. The
qualification process, meeting matching and ongoing support helped create an environment in which
meaningful conversations were more likely.

The combination of...

• Careful qualification to identify potentially relevant contacts
• Targeted matching to create the best possible discussion partners
• 1:1 meetings that support direct relationship building
• Expert moderation and well-structured panels
• On-site and back-office support before, during and after the event

...created an experience that Eckart considers professionally managed and worthwhile.

Results at a Glance

Why Brödermann Jahn continues to see value

A partnership focused on business development

Eckart remains positive about the potential for the business development generated to justify the
investment by the end of the financial year. A major contributor to this confidence is the quality of the
Marcus Evans team. Eckart describes both the event team and the back-office account team as “100
percent in,” highlighting their professionalism, preparation and willingness to go further when requested.

For Brödermann Jahn, the Summit is therefore not viewed simply as an event, but as a business development partnership with the potential to create relationships and opportunities over time.

A marketing undergoing change

Building relationships in the age of AI

Eckart also recognises that the legal market itself is changing. AI is influencing how some general counsels approach foreign law and causing some companies to reconsider their budgets for external counsel.

He sees these as broader market challenges rather than issues attributable to Marcus Evans. In his view, personal relationships and expert judgment will remain important, particularly as businesses navigate increasingly complex legal environments.

Frequently Asked Questions

How did you first hear about Marcus Evans? What background check did you do on our organisation and credibility?

Several partners had received cold calls over the years, but we simply hang up. Last year, I was intrigued and took the call. After all, it impressed me that Marcus Evans had succeeded in staying in business post-Covid, and had built a track record over the years. I decided to open up and to listen. We could use a booster to grow to the next level (especially with a change of generations in mind within our own partner team). We asked some contacts who had claimed to have an experience with Marcus Evans, but in the
end, we decided to find out for ourselves. The approach appeared plausible.

What hesitations or concerns did you have?

We considered the business case. We had no doubt that if we invested time and prepared properly, we would have good results. On the other hand we knew about the aleatory nature of needs. General counsels are under constant pressure. The big question was if Marcus Evans would be able to “deliver” in the sense of connecting us with in-house counsels with real market needs in Germany or Europe.

Were any of those concerns valid? What was your actual experience?

Our experiences were mixed. Some general counsels were top acquaintances, leading to real business (at first small assignments, but with room for development in several cases). I visited the legal department in the US headquarters of one of the companies. Some meetings were a bit disappointing. They were generally open but overwhelmed by other responsibilities, which happens in real life. They have kept the communication channels open, which indicates interest.

How would you describe the account management service you've had since working with the team?

Excellent. The team both on the ground and in the back office, both for preparatory calls and for follow-up calls, was top. On occasion we asked for more, and we got it. Very professional work from the Marcus Evans team – 100 percent in and top.

How did you find the qualification and matching process for the meetings you had?

Excellent. The team went the extra mile to find us the best possible discussion partners.

Did Marcus Evans deliver everything that was promised?

A good deal of it. Above 80 percent and exceeding our expectations. Although we have  not regained our investment so far, we remain positive that this will happen by the end of this financial year. Overall, we have a positive assessment of our Marcus Evans experience.

Explore our upcoming Legal Summits

European Corporate Counsel Summit - Official Website

IP Law Europe Summit - Official Website

For more information, please contact: Kyriakos Xenophontos, kyriakosx@marcusevanscy.com