Wednesday, April 15, 2015 • Conference Day Two

General Session

8:00 a.m. Registration Opens

8:00 a.m. Breakfast in the Exhibit Hall

8:45 a.m. LMA Annual Report

9:00 a.m. LMA Awards Presentation

LMA's awards program enhances awareness of the contributions the LMA members and chapters make to the LMA community and the profession of legal marketing.

LMA Hall of Fame Award
The Hall of Fame Award celebrates individuals who have made extraordinary contributions to the legal marketing industry and the LMA.

Your Honor Awards
The LMA Your Honor Awards is the longest running annual national award program recognizing excellence in legal marketing.

Rising Star Award
This award recognizes exceptional professionals who are 35 or younger or who have less than 10 years of overall work experience in the legal marketing and business development profession.

Outstanding Chapter Award
The LMA Outstanding Chapter Award recognizes superior chapter performance based on objectively measured results.

9:30 a.m. General Counsel Panel

How We Buy What You Sell - and How That's Changing

Developed by:

You already know plenty about "The New Normal" and how law firms are adjusting, but corporate legal departments are not standing still either. This year's GC panel will share Association of Corporate Counsel (ACC) data and the perspective of senior in-house counsel on trends in law firm selection processes, outside counsel management, and unbundling and in-sourcing work. You will have a chance to take a look "under the hood" at how legal services purchasing decisions are made and external resources are managed, including discussion of how "switching costs" from an incumbent law firm are considered, the role of Procurement, how success is measured (including how the managers of outside counsel are evaluated), and more through open Q&A.


Darragh J. Davis
Vice President & General Counsel
Petco Animal Supplies, Inc.


Virginia-Sanzone.gif Virginia Sanzone
SVP and AGC – Business Segments & Americas
Joe-Otterstetter.gif Joe Otterstetter
Managing Counsel
3M Company
Catherine-Moynihan.gif Catherine J. Moynihan
Senior Director, Legal Management Services
Association of Corporate Counsel

10:30 - 11:15 a.m. Networking and Refreshment Break in the Exhibit Hall



Concurrent Breakout Sessions • 11:15 a.m. - 12:15 p.m.


While partners/shareholders are technically co-owners of the firm, many do not play the role of trustees of its present and future health. During this program, managing partners will explore approaches to increase organizational awareness and action from partners, which can lead to greater teamwork, client focus, revenue, growth and profitability.
Topics will include:

  • Nurturing an ownership mentality
  • Accessing the inner entrepreneur of our lawyers
  • Conducting effective business development planning
  • Techniques for increasing client loyalty
  • Approaches for pursuing new work
  • Developing lawyers as effective leaders and managers
  • Practices for driving implementation
David-Freeman.gif David Freeman
Chief Executive Officer
David Freeman Consulting
Group, LLC
Kurt-Kicklighter.gif Kurt Kicklighter
Managing Partner
McKenna Long & Aldridge LLP
Tom-Turner.gif Tom Turner
Managing Partner


Has your law firm launched a pricing or sales initiative? Does your law firm plan to launch a pricing or sales initiative? If the answer to either question is "yes" this is a must-attend session for you. Why? Because these initiatives are, at their core, "change" initiatives and as such they will face major hurdles. It's the nature of the beast.

In this interactive and practical talk, Rose will analyze these two critical client-facing initiatives against the 8-step process of successfully leading organizational change. The 8-step process is the brainchild of change and leadership guru, Harvard professor, John P. Kotter. 

The 8-steps are:

  • Increase urgency.  
  • Build guiding teams. 
  • Get the vision right.
  • Communicate for buy-in. 
  • Enable action.  
  • Create short-term wins. 
  • Don't let up. 
  • Make it stick. 

Key Takeaways
Rose's talk will cover both the theory and practice of successful change management as it applies to law firms. The key takeaways are:

  • New or increased understanding of how change initiatives succeed or fail. 
  • Identification of where you and your firm are in the 8-step change initiative process.
  • Increased awareness of how hard it is to succeed.
  • How to self-correct for success.

Establish a shared language around the initiative that, regardless of its specifics to a firm, focuses on the change aspect of its implementation.

Rose-Ors.gif Rose D. Ors, Esq.
Founder and CEO


Legal marketers who are fortunate to have a staff of any size know that managing their team is one of the most important aspects of their jobs. Recruiting, retaining and developing top talent can take up a great deal of time and energy. We will discuss:

  • The challenges of managing talent.
  • The benefits of having a high-performing team vs. an average team.
  • How to acquire and inspire top talent.
  • How to ensure the team is performing collectively to achieve their full potential.
  • Resources to help you hone your skills as a leader and manager of people and help you develop the skills of your team members who manage people
Jay-Connolly.gif Jay Connolly
Global Chief Talent Officer
Vonda-Hampton.gif Vonda T. Hampton
Director of Marketing
Miller & Chevalier Chartered
Mary-Young-.gif Mary K. Young
Zeughauser Group LLC


Wicker Park Group consultants interview hundreds of clients each year on behalf of law firms located around the world. The interviewees include business owners, company executives and in-house counsel representing a wide range of industries. Taken together, the interviews offer unique insights into the essential expectations that build strong client relationships regardless of location, industry or client history.

This program will highlight the most common themes in client expectations, including the complaints and praise - both big and small - that clients identify as greatly impacting the well-being of their outside counsel relationships. In addition, Wicker Park Group partners will explain what clients think about client feedback, why it’s critical to consistently seek their input, the global trends in client feedback and best practices from successful client feedback and client service programs in law firms.

Laura-Meherg.gif Laura Meherg
Wicker Park Group
Natl-Slavin.gif Nathaniel Slavin
Wicker Park Group

12:15-1:30 p.m. Networking Lunch

1:30-2:00 p.m. Networking for Prizes Announcements in the Exhibit Hall

Each year, the LMA service provider community raffles off great prizes to eligible in-house marketing and business development professionals attending the conference. Networking for Prizes is a fun activity that is designed to expose attendees to the variety of service providers who participate.

Concurrent Breakout Sessions • 2:00 - 3:00 p.m.


Nearly every firm in the AMLaw 200 has an alumni program of some description, but is it in the corner gathering dust or is it a living, breathing source of referrals and direct engagements?

Matt Parfitt and Vik Gupta will present best practice and the Crowell & Moring case study on developing a business development led alumni program, from setting clear objectives and strategy, to effective execution, attorney involvement, measurement and ultimately business growth.

The central theme of the discussion will be how marketing technology and automation underpins an alumni program while keeping the attorney, their valuable relationships and the business development goal at the core. The audience will get an understanding on how to strategically plan an alumni program, hear best practices using Crowell & Moring’s approach as a case study and learn how technology unlocks the alumni business development potential at scale.

Vikram-Gupta.gif Vikram Gupta
Director, Marketing
Technology & Operations
Crowell & Moring LLP
Matt-Parfitt_v2.gif Matt Parfitt
Vuture U.S.


It’s a classic tale of intrigue: over the past decade, while law firms have been focusing on competitive intelligence to bring in new clients and gain an advantage, their counterparts inside corporate legal departments have been countering by aggressively investing in CI in an effort to run their legal departments as businesses.

This program will crack the code on legal CI and highlight some key metrics and initiatives of both law firms and in-house legal departments. It will also highlight some of the operations and strategies they are using for achieving them. This panel of CI provocateurs will also include real-world perspectives provided by professionals who work undercover as law firm CI analysts, in-house counsel and/or procurement officers.

Patick-Fuller.gif Patrick J. Fuller
Director of Corporate Solutions
TyMetrix Legal Analytics
Chris-Fritsch-new.gif Chris Fritsch
CRM Success Consultant
Clients First Consulting
Holly-Montalvo.gif Holly Montalvo
Director Legal Analytics, Law Firm Segment
Ann-Stephenson.gif Ann Stephenson
Vice President
Gallagher Bassett Services
Ramona-Whitley.gif Ramona Whitley
Director of Client Services
Allen Matkins


New procurement models are impacting the way legal services are bought, sold and delivered. These models are redefining the business relationship between law firms and their clients and are putting new demands on marketing and business development leaders. There has been a shift from traditional marketing communication responsibilities toward business development proficiency. A heightened expectation has emerged that these leaders show impact on revenue growth, profitability and market share, i.e. a measureable return on marketing expenditures.

Marketing leaders are expected to maintain the same high level of customer responsiveness to partners while managing a large, diverse group responsible for designing both bespoke solutions and creating firm-wide systems to create replicable sales pursuit and RFP response methodologies.

Despite years of accrued knowledge and success, many experienced legal marketing leaders are losing out in the competition for coveted CMO/CBDO positions at AMLAW100/200 firms to candidates hailing from other industries and other parts of the world where more advanced business development models exist. Knowing what prospective employers are expecting out of their next CMO/CBDO is “half the battle” in understanding your perceived value and employability for top positions at big law firms.

Michael-DeCosta.gif Michael J. DeCosta
Caldwell Partners
Jennifer-Whittier.gif Jennifer M. Whittier
Chief Client Relationship
and Operating Officer
Cole Valley Software


Managing partner and leadership visits are valued by clients and critical to a law firm’s ongoing client feedback efforts. When done well, clients are dazzled by the attention and become increasingly loyal to the firm. Unfortunately, most law firms do not seek any type of client feedback despite proven benefits to the bottom line. According to a study conducted by Wicker Park Group in conjunction with LexisNexis Martindale-Hubbell, 52% of firms surveyed globally do not conduct client feedback programs, and 59% of the firms not seeking feedback say it is not a priority for firm leadership.

Managing partners erroneously assume their attorneys are getting all of the necessary client feedback without any formal process in place. And many law firm marketing professionals admit their managing partners are guilty of conducting “drive-by client visits” and confusing social or sales calls with client feedback efforts. When a formal interview is conducted, clients offer concrete, valuable information that improves the relationship and builds more business. This program will outline best practices, tips and tactics from marketing professionals who have successfully prepared their firm leaders to
take client interactions to the next level.

Panelists: Moderator:
Dave-Bruns.gif Panelists:
David Bruns

Director of Client Services
Farella Braun + Martel LLP
Tara-Weintritt.gif Tara Weintritt
Wicker Park Group
Erin-Meszaros.gif Erin Corbin Meszaros
Chief Business Development
& Marketing Officer Sutherland Asbill & Brennan LLP
Beth-Cuzzone.gif Beth Cuzzone
Director of Business Development Goulston & Storrs

2:15 p.m. Exhibit Hall Closes


Concurrent Breakout Sessions • 3:15 - 4:15 p.m.


Entrepreneurialism is growing within law firms large and small. Firms are adapting quickly to shifting business sectors, providing new services or expanding into new practices and attorneys are identifying unique opportunities to enter specialized markets. In these scenarios, the firm, practice group and/or attorney become entrepreneurs, launching a startup practice.

As the marketing professional, what is your role in this startup scene?

Join us for a discussion of the intricacies of launching a new practice. We will dive into the marketer’s role - making a business case for the new practice, conducting due diligence and evaluating external factors affecting a practice launch, capturing expertise and analyzing internal resources, and finally drafting a marketing and business development plan for the launch and continued growth of the practice.

While most firms turn to their marketing professionals for assistance in this last stage only, we will share insights into how you can elevate the discussion, help the firm operate more efficiently, and become a strategic business partner through your involvement in the startup from day one.

Kelly-Annis.gif Kelly Annis
Branch Communications
Maureen-Farr.gif Maureen E. Farr
Business Development Manager
Stinson Leonard Street LLP

As we approach the one year mark with CASL, how has it impacted firm’s permission-based marketing approaches? Looking for more effective ways of connecting with clients? Know your marketing spam, antivirus and ethics laws. As simple as it sounds, the most immediate thing that firms can do to cut through the clutter of trying to better reach their clients is move to an opt-in methodology for all communications. The leading-edge firms understand this but still many firms still struggle with it. This session will look at modern legislation and jurisdictional rules that apply to legal marketers’ ability to effectively communicate with their targets including U.S. and Canada’s Anti-Spam Legislation (CASL) and the latest marketing ethics rules. 

Jeff-Hemming.gif Jeff Hemming
Client Advisor


Career advancement during the early stages of your career in the field of legal marketing involves many considerations.

Our panel is drawn from a range of individuals with responsibility for selecting, developing, nurturing and advancing legal marketers. In addition to questions from the moderator, attendees will have the opportunity to pose questions directly to the members of the panel.

This is a must-attend for anyone who wants to see his or her career grow rapidly over the next one to three years. If you are a senior marketer, we encourage you to invite your legal marketing mentees to join you at a constructive and energizing program.

Kate-Harry.gif Kate Harry
Recruiting Manager
J. Johnson Executive Search, Inc.
Nancy-Linder.gif Nancy Linder
Chief Financial Officer
Linder Legal Staffing
heather_mccullough.gif Heather L. McCullough
Director of Business & Practice Development
Nexsen Pruet, PLLC
Charlotte-Wager.gif Charlotte L. Wager
Chief Talent Officer
Jenner & Block
Ian-Turvill.gif Ian Turvill
Chief Marketing Officer
Freeborn & Peters LLP


This panel discussion will focus on how the implementation of client service teams and feedback programs can lead to strong, long-term business partnerships that are also profitable for your firm. Learn how to design an effective implementation process for client service teams and feedback programs for any firm size, enabling buy-in from firm leadership from the outset. Attendees will leave armed with ready-to-use tips and tools to help individual attorneys turn client interactions into business development opportunities.

Carrie-Ephgrave.gif Carrie A. Ephgrave
Marketing Manager
Hinshaw & Culbertson LLP
Steven-Schroeder.gif Steven J. Schroeder
Chief Business Development
Officer, Hinshaw & Culbertson LLP
Amanda-Stiens.gif Amanda Stiens
Lead Business Development Manager
Faegre Baker Daniels

4:15-4:30 p.m. Networking and Refreshment Break

4:30-5:30 p.m. Closing Session and Conference Wrap-Up

Concluding the 2015 LMA Annual Conference will be an interactive program that reviews the key themes and takeaways identified during this year’s educational sessions. Hosted by the LMA 2015 president and conference co-chairs, this is an opportunity to gain insight into the breakout sessions you didn’t attend and identify strategic and tactical next steps to implement some of the ideas you’ve heard when you return to the office.

PLUS - Win a complimentary registration to the 2016 LMA Annual Conference.
Attendees of this session will be entered into a raffle for a complimentary registration to next year’s annual conference in Austin, Texas. The drawing will take place at the end of the session, and you must be present to win.

5:30 p.m. End of Conference