2025-2028 LMA Strategic Plan

The Legal Marketing Association’s (LMA) 2025–2028 Strategic Plan outlines a bold vision for advancing the profession and delivering greater value to our members. Rooted in our mission to empower legal marketing and business development professionals, the plan focuses on three core priorities:

• Reinvent the member experience
  • Assess the member value proposition to address evolving member needs.
  • Recommit to delivering a consistent member experience regardless of location with a focus on the local level.
• Elevate the voice of LMA
  • Earn the reputation as the exclusive destination for Legal Marketing.
  • Empower Legal Marketing professionals to be self-advocates for their own career opportunities.
  • Promote the value of the Legal Marketing profession
• Champion a culture of diversity, equity and inclusion
  • Recognize and amplify all Diversity, Equity and Inclusion efforts and activities frequently and consistently, including annual reporting to members, to showcase our commitment.
  • Launch a new Diversity, Equity and Inclusion initiative focused on delivering value to and advocating for underrepresented groups.

These priorities are designed to guide our work across regions, committees and leadership as we evolve with the needs of our community and the legal industry at large. Explore the plan to see how LMA is driving innovation, amplifying member impact and building a stronger future for our profession.

Throughout 2025, LMA leadership began organizing committees to focus on each of the strategic goals and launched the ongoing listening tour across the LMA membership and beyond to gather feedback, have two-way dialogue with members and showcase how the Strategic Plan will support our membership and member needs into the future.

As we move into 2026, this work will continue through deeper engagement, ongoing opportunities to share feedback and committee-led initiatives that thoughtfully translate member insights into meaningful action across all three strategic priorities.

View 2025-2028 LMA Strategic Plan

IN THE NEWS - Jan. 16, 2026: LMA Launches the Industry Impact Committee

Our Mission, Vision and Values

Our mission speaks to our role as the trusted voice, thought leader, and community for legal marketers and business development professionals. Our vision sets our sights on global leadership and lifelong support for professionals at every stage of their careers. And our values serve as the foundation for how we engage, support and drive change across the legal industry: Leadership, Community, Growth, Innovation and Influence.

LMA Mission

LMA empowers the legal marketing and business development profession by being its thought leader, voice and community.

LMA Vision

To be the global leader and trusted resource for legal marketing and business development professionals at all stages of their careers.

LMA Values

LEADERSHIP - Advocate for visibility, inspire action and champion progress.

COMMUNITY - Foster welcoming relationships that are inclusive and support the growth of others.

GROWTH - Commit to education, professional development and knowledge sharing.

INNOVATION - Embrace and promote forward-thinking ideas to adapt, grow and shape the future.

INFLUENCE - Drive change, leverage expertise and expand networks.

Member FAQs

• What is the LMA Strategic Plan?

  The 2025-2028 LMA Strategic Plan is a multi-year roadmap to guide LMA’s priorities and growth. It focuses on three strategic goals that reflect input from members and the evolving needs of the legal marketing profession. 

• What are the three goals?
  • Reinvent the LMA Experience 
  • Elevate LMA’s Voice  
  • Champion a Culture of Diversity, Equity and Inclusion 
• How was this plan developed?

  The 2025-2028 LMA Strategic Plan was developed through collaboration between the LMA Board, volunteers and staff, incorporating extensive input from member leaders, committees and engagement data. 

• What’s happening now?

  We’re focused on Phase I: Member Engagement. We’re sharing the plan broadly and gathering feedback through surveys, listening sessions and leadership discussions. Your feedback will directly inform Phase II of the Strategic Plan and rollout to best reflect our membership.

• What are the foundational committees and what role do they play?

  The foundational committees — focused on Technology, Member Experience, DEI and Elevating the Voice of LMA — were created to align with the plan’s goals. They are already working with leadership to advise and inform future implementation. 

• How can I get involved?
  • Join a listening session – these will be announced throughout Phase I
  • Complete the member survey mid-November through mid-December 2025. Note: this is a targeted, segmented survey; though all members will be invited by email to participate.
  • Share your ideas with your region, SIG or committee leaders
  • You can also send your feedback anytime to feedback@legalmarketing.org
• What comes next?

  In 2026, we’ll launch Phase II — which will include specific objectives and tactics informed by what we’re hearing now.