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Enthusiast
All of the above could work. The vast majority are clients asking the firm. But I’ve had a situation where the firm asked the client
Coach
I'm sure it happens other ways, but 9/10 times I've seen, it's a need that the client identifies (usually connected to losing someone in-house without a ready way to backfill). Firms are hugely incentivized to jump on these opportunities to place someone at a client since - if everything goes well - it can mean cementing the relationship with the org or even consolidating/pulling work that other firms are doing for that client in different practice areas.