Patrick Johansen, CPP

Certified Pricing Professional

Combining nearly twenty years

of experience in


Law Firm Marketing

Law Firm Pricing

Law Firm Sales,


Patrick Johansen, CPP

helps law leaders develop

Pricing Strategies for

Practice Groups and Firms

that deliver


More Profit


More Revenue.

An award-winning writer and speaker, Patrick Johansen, CPP has spent a more than a decade in law firm management, including three AmLaw 200 firms (Chicago, New York, Pittsburgh) and three  midsize firms: a 70-attorney business law firm, a 140-attorney regional firm, and a 150-attorney boutique. His experience includes leading several business development and marketing departments, two Pricing/LPM teams, and a practice management team.

Patrick is a member of the Association of Legal Administrators (ALA), authoring several articles for its award-winning Legal Management magazine, and the Professional Pricing Society (PPS). He is a past member of the Legal Marketing Association (LMA) and served as its 2002 National Education Committee Chair. He previously served as a member of the ALA Chicago Board of Directors and the LMA Midwest Board of Directors. Patrick served on the LegalBizDev Advisory Board for Legal Project Management, Pricing and Alternative Fee Arrangements. He has been active in the Legal Sales and Service Organization (LSSO) and the International Legal Technology Association (ILTA)–which honored him with the 2013 Outstanding Member-Contributed Magazine Article.

In 2014, Law360 named Patrick to its inaugural Legal Industry Editorial Advisory Board. In 2015, the College of Law Practice Management elected Patrick a Fellow of the College, a group of 250 distinguished professionals who have made extraordinary contributions to the legal industry.

Certified Pricing Professional, 2012

Certified Legal Manager, 2010

M.A., Purdue University, 2001

B.A., DePauw University, 1992

“Value Reimagined: The Value Bike”  //  Pricing on the Front Line (ABA, 2017)

“Beyond Pricing: Legal Services Must Learn to Talk Value”  //  2020: The Future of Legal Services (ARK Group, 2015)

“Improving Your Practice Group Descriptions”  //  Administrator’s Advantage (ALA Chicago, February 2015)

“Like Riding a Bike: Defining a Lawyer’s Value”  //  Law Practice Today (ABA, June 2014)

“Law Firm, Meet CEO: New Leader in Legal”  //  Peer to Peer (ILTA, June 2013)

“Driving Revenue: Value, Value Propositions and Value-Based Pricing”  //  Legal Management (ALA, March 2013)

“Time to Hire a Chief Strategy Officer”  //  Legal Management (ALA, October 2012)

“Four Trends to Improve Your Marketing Budget”  //  Administrator’s Advantage (ALA Chicago, March 2012)

“Creativity Enhances the Power of Legal Marketing”  //  Strategies (LMA, May 2002)


Pricing Negotiation Master Class  //  Thomson Reuters Law Firm Financial Performance Forum, October 2018 

Pricing Negotiation Master Class  //  Thomson Reuters Law Firm Financial Performance Forum, October 2017 

A Law Firm’s Practical Guide to Pricing & Profitability  //  Marcus Evans, September 2017

Pricing Bootcamp + Pricing Roundtable  //  LSSO RainDance 2014

Pricing Roundtable  //  LSSO RainDance 2013


Intelligent Pricing for Improved Profitability  //  Association of Intellectual Property Firms’ 2016 Annual Meeting

Pricing, Profits and the Profound Purpose of Paralegals  //  Illinois Paralegal Association’s 2014 Annual Meeting

Pricing and Firm Strategy: How and When They Intersect  //  ARK Group 2013


A Price Tag is Not a Pricing Strategy  //  ILTA Webinar, March 2019

Law Firm Pricing & Profitability  //  Chicago-Kent College of Law, January 2017

Best Practices in Scoping a Litigation Engagement Using an AFA  //  BDI Webinar, October 2016

Understanding Client Relations and Fees for Solo/Small Firm Practices  //  LexisNexis Webinar, October 2014

The New World of Fee Arrangements  //  Marketing Partner Forum, January 2014

Past is Prologue: A Future with Chief Strategy Officers  //  LSSO RainDance, June 2013

Writing (Better) Practice Group Descriptions  //  ALA Greater Chicago Chapter, August 2012

Writing (Better) Attorney Biographies  //  ALA Greater Chicago Chapter, August 2012



Law Leaders Luncheon  //  ALA Greater Chicago Chapter, March 2019

LPO 2.0: Are You Getting the Most Out of Your Legal Process Outsourcing?  //  Bloomberg Law Big Law Business Special Reports Series, September 2018 (Moderator)

Winning with Pricing & Legal Project Management After 2007  //  Thomson Reuters 16th Annual Law Firm COO & CFO Forum, October 2017 (Moderator)

Law Firm Pricing Best Practices  //  ALA Greater Chicago Chapter, January 2016

How to Add Value to Your Firm Through Budget Tracking and Performance Reporting  //  ILTA, August 2014

Adding Octane to Your Competitive Pricing & Product Strategy  //  C-Suite Summit, June 2014

Law Firm Pricing & Profitability in 2014  //  Center for Competitive Management, March 2014

Some Assembly Required: Pricing, Valuation & Efficiency  //  West LegalEdCenter’s Chicago Law Leaders Forum, November 2013

Pricing Strategy at the Practice Group Level  //  ARK Group, September 2013

Defining and Delivering Value in Pricing and Client Relationships  //  ILTA, August 2013

Next Firm Forum: Technology’s Impact on Your Firm’s Processes  //  Creative Growth/SilverEdge, September 2011

RFP Best Practices  //  LMA Indianapolis, 2008

“Alternative…Billable Hours” by Julius Melnitzer, Lexpert (May 2018) >> ARTICLE

“The Rise of Pricing Professionals in BigLaw” by Aebra Coe, Law360 (January 2018) >> ARTICLE

“What SpaceX’s Success Can Teach the Legal Industry” by Roy Strom, (January 2018) >> ARTICLE

“Report: Nearly 40 Percent of Law Firms Waste C-Suite Talent” by Roy Strom, The American Lawyer (November 2016) >> ARTICLE

“All That Pricing Data Leads Clients to Ask” by David Ruiz, The Recorder (September 2015)

“Priced To Move” by Roy Strom, Chicago Lawyer (March 2015) >> ARTICLE

“The Flat Fee Future” by Traci Gentilozzi, Michigan Lawyer Weekly (March 2015)

“Pricing It Right” by Tam Harbert, Law Technology News (December 2014) >> ARTICLE

“Finding a Chief Strategy Officer” by Amanda K. Brady, Law Journal Newsletter (September 2014)

“Legal Pricing: An Emerging Profession” by Steven Petrie, Practice Innovation (October 2013) >> ARTICLE

ILTA TV (August 2013)