LMASE Presents the 2021 LMANext Program

Are you a legal marketing professional with less than five of experience looking to take your career to the next level? The 2021 LMA Southeast Region will offer LMANext, an innovative videoconference and webinar series previously branded as the Future Leader’s Roundtable. Our 2021 program will cover a variety of topics such as personal branding, marketplace trends, relationship building, best practices, professional development and much more.

GrowthPlay consultants Holly Barocio and Jen Forester will return to guide another class of LMANexters through the workshop series. Holly is a managing director of GrowthPlay and brings more than 15 years of legal industry experience, including her previous role as head of the marketing and client services department of a mid-sized law firm in Chicago. Jen Forester’s background in the legal industry spans more than 20 years in marketing and sales roles, including a decade in business development positions at two west coast law firms. Holly and Jen have served in myriad LMA speaker and leadership roles over their careers.

 The six-part program will run from April to October. Each unit will consist of a one-hour videoconference session.

Our 2021 program features five modules and a “Momentum” workshop that will help each participant put a concrete plan of action in place prior to the end of the session.

One-Hour Virtual Workshops will start at 12:00 pm central / 1 pm eastern via Zoom.

Workshop 1: Harnessing the Power of Your Personal Brand – Led by Holly Barocio

Wednesday, April 14

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.


Workshop 2: Legal Marketplace Trends – Led by Holly Barocio

Wednesday, May 12

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.


Workshop 3: Putting the Work into Networking – Led by Jennifer Forester

Wednesday, June 9

Networking in 2021 will take shape as virtual, in-person and hybrid event formats. While new networking skillsets have emerged as essential to career advancement, there are fundamental mindsets and best practices for working a room, be it virtual or IRL. This workshop will prepare you to maximize the opportunities you have in a social setting to meet more colleagues, make a lasting impression, and take action following an event.


July - Skipped due to the holiday and summer vacations


Workshop 4: Relationship Building, ROI and ROE – Led by Jennifer Forester

Wednesday, August 11

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.


Workshop 5: Five Sales Strategies for Lawyers – Led by Holly Barocio

Wednesday, September 15

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 sales strategies for which they are well-suited to execute. This workshop will explore the science behind talent analytics and introduce five sales strategies lawyers can lean into to drive revenue for their firms.


Workshop 6: Momentum Session – Led by Holly Barocio and Jennifer Forester

Wednesday, October 13

We will cap off the LMANext Program 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.


The six-part program will run from April to October. Each one-hour session will be delivered via Zoom video meeting. The virtual workshops are designed to be interactive and may include breakout room participation.


In addition to career-enhancing knowledge, LMANext will serve as a relationship catalyst for our 2021 class. All participants who complete the six sessions will be recognized as Southeast “Nexters” in social media promotions.

Registration closes for the 2021 program on April 1, 2021.

Pricing Information

Members: $100
Non-Members $150

If you have questions about the LMASE LMANext Program, please contact Heather Holstege, at 


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