Who We Are

In today’s global market, tenders have become the standard method by which clients select their legal advisors. Still, participating and getting the most out of it remains a challenge for many law firms. Pitching is getting more and more competitive, taking both time and effort. Our ambition is to take the pain out of pitching.


We cover all aspects of strategic selling, all of which are very closely connected. This holistic approach is what makes Performance That Works unique. We provide support for formal tenders as well as informal pitching and other strategically important pursuits.


Gabriela Freitag is the founder of Performance That Works. She has a strong track record of improving the sales performance of the teams she partners with. With 20 years of business development experience, Gabriela is one of a few pioneers focusing on pitching and tendering.

​She has built her career in both consulting and leading executive functions in business development, marketing and communications. Before forming Performance That Works, she was with Magic Circle law firm Freshfields, leading the continental Europe pitch team. Drawing on her frontline experience across a broad range of service lines and sectors, she knows the keys to winning local and multinational bids.

Gabriela is highly experienced in working with leadership teams at a global level and passionate about developing teams to perform and realise their potential. She is an experienced coach, mentor, and trainer who works with leadership teams, partners and associates, and business development professionals.

​Gabriela is a qualified lawyer and certified business coach. She is also APMP (Association for Proposal Management Professionals) certified.

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