Monday, April 13, 2015 • Pre-Conference Program

QuickStart – Legal Marketing Core Competencies

Are you a marketer with less than five years of experience working inside a law firm? Would you like to refresh your knowledge of the core competencies and best practices of legal marketing knowledge? Then LMA's popular QuickStart program is for you. QuickStart is a comprehensive and entertaining one-day program focused on the key marketing and business development issues you face on a daily basis. The speaker faculty offer no-nonsense advice that will challenge you and provide you with practical tools and skills you can apply immediately.

8:00 a.m. Registration and Breakfast

8:45 a.m. Co-Chairs' Opening Remarks 

Kelly Klopotek
Chief Business Development Officer
Gray Plant Mooty
Amy K. Miller
Director of Client Relations & Marketing
Cox Smith

9:00 a.m. Getting a Grip on Law Firm Economics

As a marketing professional, you encourage your lawyers to understand your clients. You must practice what you preach! Your law firm is your client. To achieve your marketing goals, you need to understand:

  • The basics of law firm economics
  • What drives your firm's profitability
  • What financial statements to ask for and how to interpret them
  • How resources are allocated
  • Where marketing fits in in the eyes of your clients, the lawyers
  • Typical components of a marketing budget
Mark-Hanson.gif Mark Hanson
Executive Director
Irell & Manella LLP

10:00 a.m. Collaboration and Coexistence among Barristers and 'Baristas'

There is common ground between the barrister and the 'barista' - you just have to know how to find it. [Metaphor: 'barista' - or one who serves - just like marketers do!] It's about identifying and understanding the lawyers' priorities and communication styles while balancing our desires to keep marketing and business development goals on track. This panel will offer practical advice on speaking language lawyers will understand, leveraging generational commonalities, delivering results that will build credibility and establishing a career network. It will also review and respond to real-life "mini case studies" supplied by the session attendees during this highly interactive session.

Gina Rubel
Furia Rubel Communications, Inc.
Heather Morse
Director of Marketing
Greenberg Glusker Fields Claman & Machtinger LLP
Megan McKeon
Senior Marketing Manager
Katten Muchin Rosenman LLP
Roy Sexton
Senior Vice President of Corporate Affairs
Trott & Trott

11:00 a.m. Networking and Refreshment Break

11:15 a.m. The Power of Relationships: How to Build An Influential Network

One of the most important assets to a successful career is a strong network. But simply having a lot of contacts is not enough. You need to be able to garner influence and loyalty from peers and industry leaders. The question is, how? In this interactive session, we will share tried-and-true strategies for effective networking so you can more effectively achieve your goals. It will give you a fresh approach with actionable strategies that will improve your ability to build a network that matters.

David Ackert
Practice Boomers
Tiffany Yarde
Energy, Infrastructure, Project and Asset Finance (Americas)
White & Case LLP

12:15 p.m. Networking Lunch

1:30 p.m. Keys to Effective Client Communication

No matter what size firm you work for . . . no matter how many attorneys you work with . . . no matter what type of clients your firm targets . . . the one thing everyone has in common is the importance of clear communication. Rapid globalization only makes communication competence more critical.

This is an interactive one-hour presentation that identifies key skills for effective communication, such as:

  • Being aware of cultural differences
  • Reading non-verbal behavior
  • Speaking your client's language

You'll learn some quick tips and techniques that you can use immediately to start communicating for results. And you can share these tips and techniques to help your attorneys start communicating, too.

Laurie-Glover.gif Laurie Glover
QSTS, Inc.

2:30 p.m. Networking and Refreshment Break

2:45 p.m. From Sherpa to Guide: Using Lawyer Strengths to Create Law Firm Business Developers

Learn how to go beyond merely responding to lawyer requests for information or collateral and be empowered to take control of your career and establish yourself as a trusted expert providing business development guidance. This session will provide step-by-step guidance on how to help your lawyers bring in more business by leveraging their own unique strengths and by offering tools to help them take responsibility for their own books of business.

Topics include: Overcoming business development obstacles, working with firm financial incentives, working with the lawyer personality, using assessment tools, coaching lawyers to build solid business development habits, creating and using pipelines tools and crafting meaningful annual business plans.

Craig-Brown.gif Craig A. Brown
Principal Consultant
Law Vision Group

3:45 p.m. Go Team (and Me)! Principles of Success in Being Part of a Law Firm's Marketing Efforts

By now, you are aware that you are working in a job unlike any other. And by attending the annual conference, you have a mind to stay and grow in this profession. How do you do just that?

  • By identifying proactive ways to work with your client attorneys (and, in some cases, their clients)
  • Adopting established principles that will make you a vital team player
  • Knowing exactly where the firm’s overall goals intersect with your daily activities
  • Living a healthy and happy life outside of the firm (which fuels each of the areas above)

This session will help you be the most effective person you can be at the firm while priming you for a successful future anywhere you go.

Jamie-Mulholland.gif Jamie Mulholland
Jamie Mulholland Marketing

4:45 p.m. Wrap Up and Final Q&A

5:00 p.m. Program Conclusion