Innovating from the Inside: How Legal Marketers Drive Firmwide Transformation

Innovation in law firms is no longer confined to secret “skunkworks” projects or technology teams - it’s everyone’s responsibility. Marketing and business development professionals are uniquely positioned to drive this transformation. As storytellers, dot connectors, and translators of complex ideas, marketers bring the human perspective that can turn abstract concepts into tangible firm-wide initiatives. You don’t need a JD or a tech background to spark innovation. 

In fact, marketing often serves as the only voice in the room that can bridge practice, process, and purpose, helping others see the value of new approaches and championing change across the firm. Join a panel of legal business professionals who have led innovation initiatives within their organizations. They’ll share how they built diverse teams, overcame challenges, and used creativity and collaboration to deliver impactful results. Walk away inspired and equipped to claim your seat at the innovation table, ensuring your voice is heard.  

Kate E. Cain, Chief Knowledge and Innovation Officer, Sheppard

Cindy Thurston Bare, Chief Data and Innovation Officer, FBT Gibbons

Kelly M. MacKinnon, Chief Marketing & Business Development, Gibson Dunn