LMA Mid-Atlantic

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

LMA_228164-18_NextBigThingIconDecember 7, 2020 | 12:00 PM - 1:00 PM

Presented By:
Terra Liddell and Brenda Plowman 

In 2020, we are doubling down on the concept of driving performance improvement and are focusing on client service during a global pandemic. The theme for 2020 Next Big Thing is "Service Metamorphosis 2.0 – Where Does 'Service' Live and What Role Does It Play in a Global Pandemic?

Join us for a live Zoom presentation in which speakers Terra Liddell and Brenda Plowman walk us through Service Metamorphosis 2.0. Participants will learn about driving law-firm performance improvement in a way that elevates service so that it is relevant to what clients need most from their lawyers today and as they plan for tomorrow.

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 for LMA Members
$20 for Non-Members
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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About the Speakers

Terra LiddellTerra Liddell
Chief Marketing Officer

Finnegan, Henderson, Farabow, Garrett & Dunner, LLP
As CMO at Finnegan, Terra Liddell has firm-wide responsibility for marketing, communications, and business development for one of the largest IP law firms in the world. She works closely with firm management to develop, refine, and execute the Finnegan’s vision and strategy across 10 offices worldwide. Overseeing a staff of communications, website and social media, business development, public relations, event planning, and other marketing professionals, Terra implements programs that build brand awareness, leverage market intelligence, direct marketing strategy and communications, and develop business aligned with the firm’s goals.

Brenda PlowmanBrenda L. Plowman (2020 NBT Co-Chair)
Chief Marketing Officer

Fasken Martineau DuMoulin LLP
Brenda is the Chief Marketing Officer at Fasken. She is responsible for building Fasken’s world-class brand and positioning our firm for success in the evolving legal services marketplace. One of Brenda’s most enduring qualities is her ability to harness our collective vision and translate it into tangible results. She drives change, ensuring that the purpose for transformation is meaningful to clients, lawyers and staff alike. She also understands that change takes time.

Brenda leads a talented group of marketing, business development and communication professionals across the firm. She is known for sincerely listening to everyone she works with and for encouraging innovative approaches to problem solving and collaborating. Before joining Fasken, Brenda attended and taught marketing at the British Columbia Institute of Technology. She also founded a successful business consultancy, served as the VP of US Sales and Marketing for a growing company and has led respected organizations such as the British Columbia Chamber of Commerce, Rotary International and the Legal Marketing Association.

Important Information

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If you do not remember your username or password, select "Username and/or Password Help", enter the email account associated with your LMA membership, and follow the prompts.  Non-members may also create guest logins.

Any cancellations made before December 4 will be fully refunded. All cancellations made after that date will be billed in full. Registrations may be transferred, however price differences between member and non-members will be billed accordingly.