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The Next Big Thing: Service Metamorphosis 2.0: Where Does “Service” Live and What Role Does It Play in a Global Pandemic?

December 2, 2020 | 12:00 PM Central

Presented By:
Jon Mattson and Jill Weber

During a normal year as legal marketers, we are typically looking for the “thing” that can distinguish and differentiate our firms, help us drive more business – and frankly, lead us to excel in meaningful ways inside our law firms. But 2020 isn’t normal – and 2021 isn’t likely to be either.

In conversations with CMOs and marketing directors this year, we hear that their days are busier and longer than ever. Triage has been the unifying theme – fast-on-your-feet responses; forced to make binary choices of this, not that; re-budgeting and reprioritizing things at the speed of light; plus more. As we continue to emerge from the triage into our new way of doing business, client retention, growth, and service is a priority.

To respond to this, our 2020 Next Big Thing Co-Chairs, Brenda Plowman (CMO, Fasken) and Deborah McMurray (CEO, Content Pilot) have pivoted to design an interactive regional session that will elevate service in a way that is relevant to what clients need most from their lawyers today and as they plan for tomorrow.

Attendees will learn ways law firms at any stage of the Service Metamorphosis spectrum can shift by considering new ways to deliver service and run their law firms in a more streamlined way. The pandemic requires us to get back to the basics in service, focus on what matters to clients and build this into a sustainable model. 

Please join Jon Mattson, Chief Marketing and Business Development Officer at Stinson LLP and Jill Weber, Chief Development Officer at Quarles & Brady LLP as they review two law firm case studies that will focus on best practices and build on what attendees know can be successful in firms. We will come back together to hear what each case-study team recommends, have time for Q&A and conclude – all within one hour.

Learning Outcomes:

  • Discuss how to bridge the delta between where you are in your triage mode to where your firm needs to be as we approach 2021
  • Understand five pandemic-inspired disruptors that will help you deliver better service at a sustainable speed
  • Take away a Service Metamorphosis 2.0 Law Firm Assessment tool, which helps you analyze the state of service in your firms – it’s more relevant than ever
  • Evaluate your service approaches to ensure they are relevant in today’s environment and modify where necessary

Body of Knowledge (BoK)Business Development

Via Zoom

Free to LMA Members
$20 for Non-Members
Please register by November 31st

Note: Make sure to click all the way through registration in order to receive a confirmation email that will include the Zoom link.

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Sponsored By

Beacon Hill Staffing

About The Presenters

Jon MattsonJon Mattson taps into his more than 25 years of marketing and business development experience in professional services to help clients think “big picture” - strategically, efficiently, and cost-effectively. He is a self-described “recovering tax accountant” who discovered he preferred developing and selling the work to delivering it. With past roles under his belt at three of the Big Four accounting firms, a mid-size law firm and a large national law firm, Jon has a variety of experiences and perspectives to offer his clients. 

Most recently, Jon served as the Director of Business Development for a nearly-1,000 attorney law firm where he developed and implemented client development processes and led a 25-person crew that touched 70 practice teams and resulted in the firm growing the highest revenue per lawyer of the AmLaw 100 in 2019.

Jill WeberJill Weber is Chief Business Development Officer for Quarles & Brady, LLP, directing legal marketing and business development strategy for the firm with a focus on great client relationships. An experienced advisor, Jill leads a team of client relations, business development and legal marketing professionals dedicated to client service and engagement. Building strong client relationships and enhancing client service are her top priorities. Jill brings a wealth of experience from previous roles leading marketing and business development efforts for law firms as well as communications and marketing agencies. She initiated a nationally recognized business development coaching and training program that generated significant revenue for attorneys. She has participated in the Harvard Law School, Leadership in Law Firms, Executive Education program, is a College of Law Practice Management Fellow, served as the 2017 Legal Marketing Association (LMA) President and co-chaired the 2012 LMA Annual Conference, and was named to the National Law Journal’s inaugural list of "50 Business of Law Trailblazers & Pioneers."

Important Information


LMA Midwest Region reserves the right to cancel the registration of any registrant with an outstanding balance.

Should you need to cancel your registration, please contact prior to November 31. According to LMA Midwest Region policy, all no-shows and cancellations after November 31 will be billed the late registration rate.