Who we are.


A lifelong passion for research. An insatiable curiosity. Over 20 years advising law firms. Addicted to results. Puzzle-solver. People-motivator. Fast thinker. Vision-maker.

Marcie Borgal Shunk is President & Founder of The Tilt Institute, specializing in helping clients make better, more informed decisions based on insights, intelligence and intuition. Marcie helps law firm clients position themselves ahead of changing markets. She is a recognized leader in competitive intelligence, client relationship dynamics and the business of law.

Marcie is an outspoken proponent of change and shares her unique perspectives as a regular contributor to such recognized publications as The American Lawyer and The Legal Intelligencer.

Marcie is a graduate of Harvard University (Go Crimson!). She served on the Legal Marketing Association’s International Board of Directors in 2014-2015 and has certifications in Human Synergistics’ Organizational Culture Effectiveness and Legal Lean Sigma’s Project Management White Belt.

Prior to founding The Tilt Institute in 2016, Marcie was a Principal at The BTI Consulting Group, spearheading research on the legal market. She has spent over two decades helping law firm clients with client development and strategy formulation both at BTI and as a Senior Consultant with LawVision Group.


The Data-Driven Law Firm: The Next FrontierThe Legal Intelligencer (Jul 2019)

Expert quote in Will the Demise of the Billable Hour Start in the Middle East?The American Lawyer (May 2019)

Expert quote in “What Helps the Super Rich Maintain Their Success?The American Lawyer (Apr 2019)

Expert quote in Specialization Can Be Double-Edged Sword for Midsize FirmsThe Mid-Market Report (Feb 2019)

The Rise of Next Generation CIPractice Innovations, Legal Executive Institute (Jan 2019)

False Profits: Venerating Both the Art and Science of Law Firm ProfitabilityThe Legal Intelligencer (Nov 2018)

Expert quote in “After Baker McKenzie Chair Takes Leave for ‘Exhaustion,’ Other Leaders Share PressuresThe American Lawyer (Oct 2018)

"A Crisis of Leadership: How Do We Properly Equip Those Who Lead" The Legal Intelligencer (Jul 2018)

"The Second Hundred Are Stuck in the Middle" The American Lawyer (Jun 2018)

Playing Both Sides: Facing the Harsh Truth of Law Firm Service Duality,” The Legal Intelligencer (Mar 2018)

Why Is Law Firm Innovation Failing,” The Legal Intelligencer (Dec 2017)

Expert quote in “Millennials Won’t Destroy Your Law Firm. Can They Save It?” The American Lawyer (Oct 2017)

Smart Plans: Integrating Analysis and CI into Annual Business Planning,” Marketing the Law Firm (Sep 2017)

What Law Firms Can Learn from Corporate Venture Funds,” New York Law Journal (May 2017)

The Project Management Craze: Are We Solving the Right Problem,” Daily Business Review (Apr 2017)

“Finding the Space: Why Lower Utilization Could Be a Turning Point for Law Firms,” ALA’s Administrator's Advantage (Sep/Oct 2015)


Presenter and Moderator “The Path to Data-Driven Strategy”, Law Firm Leaders Forum hosted by The Thomson Reuter Legal Executive Institute (June 2018)

Presenter “Re-Imagining Law: Preparing Law Firm Leaders for the Future”, Delaware Valley Law Firm Marketing Group  (May 2018)

Co-Presenter with Lizzy Duffy of Acritas, The Evolution of CI at LMA Annual Conference (April 2018)

Moderator of “What’s Next? Future Drivers of Change in the Legal Market”, at the 14th Annual Law Firm COO & CFO Forum presented by The Thomson Reuter Legal Executive Institute (Nov 2015)


  • Member, ALM Intelligence Fellows Program, Fall 2017 – Present

  • Board of Editors, Marketing the Law Firm, ALM Publication, Jan 2016 – Jan 2018

  • Appointed Co-Chair, Regional Implementation Task Force, Legal Marketing Association, Nov 2015 – Oct 2016

  • International Board of Directors, Legal Marketing Association, Member-at-Large, 2014-2015

  • Appointed Co-Chair, Education Committee, Legal Marketing Association, 2008-2009

  • Member, Legal Marketing Association 2006-Present


web: www.thetiltinstitute.com | email: mborgalshunk@thetiltinstitute.com | tel: +1.617.596.1315