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Join the 2021 LMANext Program for the Southwest Region!

Ready to level up your legal marketing career? Following the success of the inaugural LMANext Program in 2020, your Southwest Region leaders are excited to announce registration is officially open for the 2021 LMANext Program.

The LMANext Program provides on‐going professional development to newly minted legal marketers (typically less than 5 years of legal marketing experience) through a year‐long training and mentorship program. This program will include regularly scheduled trainings six-times per year via videoconference plus one-on-one mentorship with protégé matching with senior leaders in the legal marketing industry. The LMANext Program features topics ranging from marketplace trends, personal branding, relationship building best practices, professional development and much, much more!


The Give and Get of Effective Mentoring Relationships
A mentor can play a fundamental role in helping a person achieve success in her/his career. Establishing expectations and equipping both mentor and protégé with the tools and techniques that contribute to an effective mentoring relationship can further strengthen the bond between two people. This program will share practical tools and best practices for being an effective mentor or protégé, including establishing ground rules for the relationship and setting expectations; use of effective questions and listening skills; and taking initiative in the mentoring relationship to get the best out of their mentor or protégé.

Legal Marketplace Trends
There’s no better way to know what makes a client tick than to go straight to the source and ask. GrowthPlay has interviewed numerous purchasers of legal services and compiled the Legal Marketplace Trends based on their feedback and insights. From providing legal advice in a business context to proactively offering a budget (even when the client doesn’t ask for one) are trends every marketing and business development professional should know in order to effectively counsel and collaborate with their lawyers.

Harnessing the Power of Your Personal Brand
Personal branding describes the process by which individuals identify and articulate their unique value proposition and then leverage it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can establish reputation and credibility, advance their careers, and build self-confidence. This program provides a framework for marketing and business development professionals to evaluate their current brand and align their brand in a way that demonstrates value to those who matter most.

Relationship Building, ROI and ROE
When evaluating a successful business development project or initiative, dollars in the door is typically the first metric analyzed to indicate success. And yet, we know that the process of business development is more akin to a marathon than a sprint. How do we quantify our success outside of the bottom line? In this program, you will learn how to identify new metrics that align to the process of relationship building that aren’t solely focused on revenue generation.

Business Development Role Profiles of Lawyers
We can typically identify a “rainmaker” or the lawyer who “gets it” when it comes to business development. We also know that there isn’t just a one-size-fits-all approach to business development and that there are a variety of paths to participation. Now, we have scientific data that can help us align our lawyers to the right fit business development roles based on predictive competencies. This workshop will explore the science behind talent analytics and introduce the Five Business Development Role Profiles.

Momentum Session
We will cap off the 2021 Southwest Region LMANext series with a momentum session to celebrate the successes of the program participants, reaffirm key learning principles and to socialize professional development goals and immediate next steps for shared accountability.

Program Specifics:

  • Program Cost: $100 (Members) | $150 (Non-Members)
  • Dates: February 2021 - December 2021

Once registered, you will receive regular communication and invitations to each of the programs and a survey to match you with your mentor.


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Holly Barocio
Senior Consultant

As a Senior Consultant with GrowthPlay, Holly helps lawyers leverage their natural business development strengths and find authentic approaches to improve their sales performance.

An experienced business development coach and trainer who has worked in the legal industry for 14 years, Holly has partnered with numerous AmLaw 100 and 200 firms and regional mid-size firms to help attorneys master business development fundamentals. Prior to joining GrowthPlay, Holly was the head of marketing and client services for a Chicago-based law firm, where she led initiatives around new business development, attorney coaching and client service interviews.


What is the time commitment expected from protégés and mentors?

Protégés will attend 1x1 calls with your mentors six times per year and trainings six times per year alternating trainings and 1x1 sessions. We anticipate protégés can expect 1-2 hours of active participation per month.

Mentors will attend 1x1 calls with protégés six times per year and have access to the trainings (6 per year) if they desire to attend. However, their participation or attendance is not required. Thus, mentors can expect to be active 1 hour per month on LMANext commitments.

Is there a qualification process for protégés?


  • To become a protégé, you must be enrolled in the LMANext program to participation in the mentorship and training aspect of the program; and
  • You must work within the Southwest Region (Arizona, Colorado, Louisiana, New Mexico, Oklahoma, Texas and Utah) area.


  • Meet at least every other month with your mentor (6 times total), remembering to accommodate the mentor’s schedule and location over a 12 month period;
  • Set up meetings with your mentors and prepare discussion points to streamline all discussions;
  • Respond to requests for evaluations or surveys related to the LMANext program; and
  • Attend LMASW Region programs with mentors when possible.

Our ideal protégé would have less than 7 years of marketing/communication experience or be a newer member to the legal marketing industry. However, this is not required.

What are the qualifications of mentors?

  • Mentors must work in the Southwest Region (Arizona, Colorado, Louisiana, New Mexico, Oklahoma, Texas, Utah) area. You can be a law firm in-house marketing professional, consultant or vendor.
  • Mentors typically will have 4+ years of professional legal marketing experience or 8+ years marketing expertise; however, it is not required.
  • Mentors are typically manager, director and CMO level marketers.
  • Mentors will be sharing their experiences, giving advice and providing teachable moments
  • Meet with protégés on a regular on-going basis for a 12-month period.
  • Meet at least six times during 12 months.
  • Program obligation ends in December though the Mentor/Protégé can continue their relationship beyond that point if they wish.
  • Must provide biography and background information for mentoring materials and mentor selection.
  • Must provide mentoring committee with updates or information as requested e.g. evaluations, interim reports, surveys, etc.
  • Attend LMA Local Group programs with protégés when possible.
  • Mentors will be given access to audit any programs to ensure consistent communication of best practices, etc. discussed in the programming.

How will you pair mentors and protégés?

We will pair mentors and protégés based on their niche area of legal marketing (business development, PR, pricing, department management, etc.) to try to find the most compatible skillsets possible. We also will take into account the protégé and mentor’s request for a partner in a similar location to them.

How will programming be delivered?

All programming will be delivered either via webinar or live in person depending on the location of the participants. We expect to have an updated calendar out soon with details on events.

For questions or concerns about your event registration, please contact lmaswboard@gmail.com