BE THAT LAWYER · 2026-09-07 · 35 min
In this episode, fractional AI officer Alejo Pijuan breaks down how lawyers can use AI to close more qualified leads, slash unbillable busywork, and finally see real ROI from their tech investments. In this episode, Steve Fretzin and Alejo Pijuan discuss: Shiny penny syndrome and narrowing business focus AI as support, not replacement, for legal work Lead response speed and intake breakdowns Tracking data to improve lead quality and conversions Using AI tools and voice agents to reduce unbillable time Key Takeaways: AI is most powerful in law firms when it reduces unbillable work and supports business-building activities, rather than trying to replace core legal judgment. The biggest leak in most firms’ marketing funnel is response time - if leads aren’t contacted quickly, they simply move on to the next lawyer. Without solid data tracking from ad creative to phone call, it’s impossible to know which marketing efforts are bringing in qualified matters and which are wasting time. Clear, specific messaging about who you serve and what problems you solve dramatically improves the quality of leads and referrals.
Elliot Johnson: Addition by Subtraction in Law Firm Marketing77 / 100
Ellen Cohen: How High‑Performing Lawyers Can 10x Their Impact Without 10x the Hours78 / 100
Mark McFatridge: Why CEOs Need Peer Advisory Circles to Truly Lead
Stuart TenHoor: How Partners, Books of Business, and Counteroffers Shape Today’s Legal Market
Colin Levy: Building Real AI Competence in the Legal Profession