In a word, experience. While there has been a proliferation of groups and individuals offering assistance with legal directories' submissions and awards, very few have any first-hand experience working at one of the leading directories and even fewer have been Editors, ultimately responsible for the outcomes of entire research cycles and annual guides.
One of the reasons I started my consultancy was that I saw first-hand the huge number of firms that struggled to showcase their practices in the most effective way. It was clear that many laboured under a number of misconceptions which prevented them from reaching their potential.
No and anyone who tells you otherwise is being disingenuous. The firms and lawyers with the best rankings are the ones who receive the best client feedback and showcase the most sophisticated work. Ultimately, it is the law firm and lawyers, not the marketing consultant who will achieve better rankings. I simply offer my know-how into how best to showcase the work you do and get your message across effectively to the research teams.