LMA Competitive Intelligence Certificate

Get the Intelligence that Sets Your Firm Apart 

The 2018 CIC program was held November 7-8, 2018, in New York City. Thank you to everyone who attended this amazing event!

Hosted at 

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Better than Ever

This year features an all-new evening workshop designed to give you even more real-life examples and practical applications for law firms. Plus, we've added more templates, tools and even more focus on real-world applications to help you execute your new CI skills with precision. 

Dates and Location 

November 7-8, 2018 I New York City
51 West 52nd Street
New York, New York, 10019

Discover What You'll Learn 


Good analysis and great insight always begin with the fundamentals. That means more than just utilizing a specialized legal database, Google or some social networking site for information.

Legal marketers, CMOs and other law firm information professionals all realize that once you hear about a competitive move in the Wall Street Journal, American Lawyer or, it’s too late. What’s worse is if you’ve lost precious time by asking the wrong questions. What if your internal client kept hammering away at an issue, handing you a request but failing to give you the time to refine and truly understand the critical, underlying problem lying at the root of a high-pressured request?

That is what the blocking and tackling of competitive intelligence is all about. It’s more than knowing critical sources; it’s also about knowing how to construct the right question – and how to ask that question. It’s about piecing together a complicated data set into an image that others will miss or misinterpret. Know the sources, ask the right questions and know how to map a research strategy and you’re on your way to delivering great (and highly effective) intelligence.

Learn to:

  • Identify useful and often creative sources to address critical issues
  • Avoid chasing the wrong questions
  • Drill down to the critical issues hiding behind all the noise
  • Map your research strategy to reveal all your options
  • Apply strategic benchmarking to anticipate competitive moves
  • Deliver intelligence


Using your pre-program survey responses as our guide, we will provide a window into how law firms are currently leveraging intelligence for competitive advantage. We will share practical examples relying on the tools and situations in which you find yourselves every day. Our topics may include: preparing lawyers for a significant client meeting, differentiating in an RFP, helping to develop a go-to-market strategy or benchmarking the competitive landscape.

Learning Outcomes:

  • Why we need CI in law firm client development
  • Most commonly used – and most valued – CI tools
  • The CI continuum in law firms 
  • A formula for making the most of CI
  • Practical, real-life examples, tools and frameworks to elevate your firm’s use of CI

Day 1 Agenda

(Additional breaks will be provided throughout the day.)

8:30 a.m. – 9 a.m. Introduction and review of critical participant issues 

9 a.m. – 9:45 a.m. What is competitive intelligence in the legal industry? How does CI compare to and complement traditional marketing and market research? 

9:45 a.m. – 10 a.m. Defining ethical guidelines for your firm 

10 a.m. – 10:15 a.m. Break

10:15 a.m. – 11 a.m. Competitive intelligence – collection concepts and techniques: the 3 critical rules 

11 a.m. – 11:30 a.m. Intelligence tools and sources for the legal profession 

11:30 a.m. – 12 p.m. Primary source collection – how to effectively ask questions! 

12 p.m. – 1 p.m. Lunch

1 p.m. – 2 p.m. Map your way to a CI solution: What is a good question? How do you recognize and eliminate bias? How do you interview the client to understand intent and purpose? How do you identify and address the critical questions and avoid chasing the time-wasting, nice-to-know issues?

2 p.m. – 3:30 p.m. Group exercise: Construct your own research map. Participants will dive into critical issues they “own” in their firms and work as a group to develop critical questions and suggest key sources and approaches that will ultimately lead to winning answers.

3:30 p.m. – 3:45 p.m. Break 

3:45 p.m. – 5 p.m. Learn how to benchmark with Strategy Maps, an analysis tool to examine how competing firms will execute on their strategy.

5 p.m. – 5:15 p.m. Final advice on how to deliver intelligence

5:15 p.m. – 5:30 p.m. Closing remarks 

6 p.m. – 8 p.m. Evening Workshop with Marcie Borgal Shunk 

Day 2: Competitive Intelligence for Strategic Advantage (What You Don't Know Can Kill You – Preventive Measures)

Many people think competitive intelligence (CI) is just a bunch of data about competitors gathered from the internet. Nothing is further from the truth. Simply put, competitive intelligence is the quintessential input into how you win the competitive race.

Buyers and sellers in the legal industry are changing and changing fast, and many law firms aren’t keeping pace. To develop a winning strategy for the next five years, they need superior intelligence. This full, super intensive, super interactive, super fun day with Ben and Mark will change the way you look at your role. It may even change the way the partners look at you. Ben and Mark are not responsible for the consequences of the latter part. Be warned: You might even be promoted.

Learn to:

  • Analyze an industry’s evolutionary paths
  • Better understand any third party — be it a competitor, client, regulator or your own firm
  • Link intelligence to strategy in your firm
  • Develop your own “intelligence perspective” to stand out as more than data collector

Day 2 Agenda

(Additional breaks will be provided throughout the day.)

8:30 a.m. – 8:45 a.m. Introduction

8:45 a.m. – 11:15 a.m. Developing the competitively intelligent perspective

  • Why collecting more information won’t give you a competitive advantage
  • Assessing your industry’s evolution and your customers’ industries’ evolution (including their buying process)
  • Predicting third parties’ moves (anyone who is not you)
  • Identifying strategic blinders that will kill your firm

11:15 a.m. – 12:15 p.m. Case study: Part A

12:15 p.m. – 1:15 p.m. Lunch

1:15 p.m. – 3 p.m. Case study: Part B

3 p.m. – 4:45 p.m. Using a CI template for strategic planning in a law firm

4:45 p.m. – 5:30 p.m. Results of analytical competition announced, Q&A, closing remarks

Meet the Expert CI Faculty

Leonard Fuld

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Leonard Fuld is a pioneer in the field of competitive intelligence. He has created many of the intelligence-gathering techniques currently used by corporations around the globe. Mr. Fuld was among the first four people to be named a Fellow of the Society of Competitor Intelligence Professionals (SCIP) and was awarded the Meritorious Award, the highest award offered by SCIP, in 1998.

Mr. Fuld’s company, Fuld + Company, founded in 1979, specializes in providing business intelligence to corporations to improve their decision-making for strategy, operations and tactical applications. His company has served over half the Fortune 500 companies as well as corporations around the world. Headquartered in Boston, MA, Fuld + Company Inc. also operates offices in London, England and Manila, Philippines.

Mr. Fuld is a widely published author. In addition to his latest book, The Secret Language of Competitive Intelligence (Crown Publishing, a division of Random House, Inc., 2006), and The New Competitor Intelligence (Wiley, 1995), Fuld has previously published: Competitor Intelligence: How to Get It – How to Use It (Wiley, 1985) and Monitoring the Competition: Find Out What’s Really Going On Over There (Wiley, 1988). His articles have appeared in major business publications including The Wall Street Journal, The Economist, The Harvard Business Review, CIO Magazine, Chief Executive, Marketing News, Directors & Boards, Boardroom Reports, Chief Executive, Working Woman, Chief Information Officer Journal, Canadian Business Review and The Journal of Business Strategy among many others.

He is a recognized expert who has helped companies and institutions improve their early warning capability. He has worked with the United Nations, as well as with numerous corporations around the globe to improve their intelligence and decision-making capabilities.

Mr. Fuld has been profiled in a large number of magazines including Harvard Business Review, Fortune, Industry Week, Venture Magazine, Marketing News, The Christian Science Monitor, The New York Times, Newsweek, Across the Board and Business Marketing. He has also been featured on the Today Show, Marketplace, CBS Network Newsbreak, Financial News Network Evening News and ESPN’s Nation’s Business Today.

He is a featured speaker, educating boards of directors and other executive groups at major corporations worldwide and at numerous professional conferences including the United Nations Industrial Development Organization (UNIDO), American Marketing Association, the Conference Boards of New York and Canada, the Planning Forum, the Society of Competitor Intelligence Professionals (SCIP), and the American Society of Industrial Security. Fuld’s popular competitor intelligence seminars have been attended by over one thousand executives from major US and international corporations.

Benjamin Gilad

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Dr. Ben Gilad, considered a leading developer of competitive intelligence theory and practice in the US, is a former Associate Professor of Strategy at Rutgers University’s School of Management. Gilad’s first CI books, The Business Intelligence System (1988, AMACOM, co-authored) and Business Blindspots (1994, US: Probus/Irwin; 1998, UK: Infonortics, e-edition, 2012, ACI, Inc.), paved the way for the CI evolution in US corporations, many of which emulated the basic principles of Gilad’s CI process model. He is the co-editor of the definitive analysis book, The Art and Science of Business Intelligence Analysis (1996, JAI Press), author of Early Warning (Amacom, 2004), and Business War Games (Career press, 2009).

CI Magazine labeled Ben “our CI guru.” The Society of Competitive Professionals honored him with its highest Meritorious award in 1996.

Dr. Gilad has been the creator of a unique war game methodology and lists many Fortune 500 companies as his consulting clients, including such global market leaders as Shell, AstraZeneca, Sun, IBM, Dupont, Kellogg, Intel, BestFood, 3Com, Ericsson, Procter & Gamble, Johnson and Johnson, SAS, Blue Cross/Blue Shield, SBC, and Cadbury Schweppes, Pratt & Whitney, Nestle, ExxonMobil, Novartis and Roche. Business Week chose Gilad to teach its executives about CI and Fortune Magazine chose him to lead its CEO skills sessions on the subject. The American Management Association chose him to lecture to its Presidents’ division. His articles on CI appeared in all the major business journals, including Sloan Management Review, Business Horizons, Competitive Intelligence Magazine, CFO Magazine, The Pharmaceutical Executive, and The Conference Board. His article, “Strategy without intelligence, intelligence without strategy” (Business Strategy Series, vol. 12, issue 1, 2011), won an Excellence Award in 2012.

Dr. Gilad founded the Academy of Competitive Intelligence in NJ in 1996. In 1999, he co-founded the Fuld-Gilad-Herring Academy of Competitive Intelligence together with Fuld & Co.

For over 17 years Ben was consistently rated as one of the best teachers at Rutgers’ undergraduate management program. His love of teaching makes his CI seminars an experience no one ever forgets.

Marcie Borgal Shunk

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Marcie Borgal Shunk is President and Founder of The Tilt Institute, specializing in helping clients make better, more informed decisions based on insights, intelligence and intuition. Marcie helps law firm clients position themselves ahead of changing markets. She is a recognized leader in competitive intelligence, client relationship dynamics and the business of law.

Marcie is an outspoken proponent of change and shares her unique perspectives as a regular contributor to such recognized publications as The American Lawyer and The Legal Intelligencer.

Marcie is a graduate of Harvard University (Go Crimson!). She served on the Legal Marketing Association’s International Board of Directors in 2014-2015 and has certifications in Human Synergistics’ Organizational Culture Effectiveness and Legal Lean Sigma’s Project Management White Belt.

Prior to founding The Tilt Institute in 2016, Marcie was a Principal at The BTI Consulting Group, spearheading research on the legal market. She has spent over two decades helping law firm clients with client development and strategy formulation both at BTI and as a Senior Consultant with LawVision Group.

MARK GREENE, PH.D. (2).png

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After a few years in the corporate world with American Express and Warner Communications, Dr. Mark Greene has been working with professional service firms for more than 30 years as a consultant and as CMO and Chief Strategy Officer for major law firms. His achievements include:

  • Inaugural list of the National Law Journal’s “Business of Law Trailblazers & Pioneers”
  • One of the first recipients of the Legal Marketing Association’s “Lifetime Achievement Award” (Hall of Fame)
  • Advisory board of “Attorney at Work”
  • Nashville Business Journal’s CMO of the Year
  • GE-trained Six Sigma Black Belt and Champion
  • Lawdragon: “Leading Consultants and Strategists”
  • Fellow (and president-elect) of the College of Law Practice Management
  • Recognized by the Academy of Competitive Intelligence as a “Master Competitive Intelligence Professional"

Outside the marketing world, Mark is active on behalf of environmental organizations and is a master SCUBA diver, Boy Scout leader and avid cyclist.

Hear from the Instructors

Leonard Fuld:

"The biggest challenge for LMA members to understand competition is more than knowing how to dip into online data.  In this program, you will learn how to develop decisive intelligence by identifying what the questions should be in the first place, then you will apply creative tools to frame those questions. Like an artist piecing together a complex image, we will give you a pallet with a wide assortment of information sources. Finally, we will help you apply those sources to fill in the knowledge gaps to allow you to understand your traditional as well as your new-age tech rivals."


Mark Greene, Ph.D.:
"Just a few years ago, most lawyers had never heard of Competitive Intelligence. Now, demand for CI in law firms is exploding. Attorneys want to know about clients, prospects, competitors (no longer just law firms), legal industry trends and client industry trends. It is impossible to satisfy all such requests. This law firm-focused program will enable you to more efficiently and effectively develop such intelligence, and you may even come away with some tools to help you more adroitly say 'no.'"


Ben Gilad, Ph.D.:
"A recent survey finds that 'almost half of law firm CMOs are on the road to burn out, and only 20 percent see themselves as trusted advisors to their firms.' The ability of marketers to become trusted advisors depends on their ability to go beyond tactical execution and contribute to the partners’ strategic thinking. Contributing to strategic thinking depends on a clear understanding of market realities, and ability to form a unique perspective on future developments. This is the true role of competitive (not competitor) intelligence (not information). Learn how to develop your own strategic perspective – or help your CMO develop one  before you burn out."


Marcie Borgal Shunk:
"Data is ubiquitous in today’s law firms. The ability to filter, analyze and apply that data is not. The goal of our evening workshop is to equip participants with the skills to interpret, apply and effectively communicate critical insights and recommendations to lawyers, clients and business professionals. We will help you translate the CI skills you learned in Day One into practical applications for the circumstances and environments in which you work every day."