(80) General Counsel + Subscriptions with Bill Pierznik of Macro Law Group

Bill Pierznik is the founder of Macro Law Group. On this episode, Piersnick discusses his transition from a traditional billable hour practices to a subscription-based legal services model. He shares insights from his 25-year career, including experience at large law firms, in-house roles, and running his own legal practice. Piersnick emphasizes the importance of aligning incentives between lawyers and clients, and how subscription models can provide cost certainty and encourage more proactive legal counsel.

Piersnick details Macro Law Group’s approach to pricing and implementing subscription services, particularly for SaaS contract work. He explains their process of customizing fees based on factors like deal volume and complexity, often starting with a trial period to assess client needs. The firm uses a combination of subscription models, flat fees, and some billable hour work, continuously experimenting to find the most effective pricing structures. Piersnick also discusses the challenges of transitioning clients to subscription models and the importance of transparency in building trust.

The conversation covers various aspects of running a tech-enabled law firm, including the use of automation, AI, and custom-built systems to improve efficiency. Piersnick shares his thoughts on serving different types of clients, from startups to established companies, and how subscription models can work for each. The interview concludes with a discussion on the potential for subscription legal services to tap into the latent legal market and provide more accessible legal support to businesses of all sizes.
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