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Impact Marketing for Small and Mid-sized Law Firms

Exclusive Workshop Sponsor

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MONDAY, APRIL 11, 2016 • 8:00 a.m. – 5: 00 p.m.

This pre-conference program is geared towards marketers in small to medium sized firms, focusing on specific tools these marketers need to be successful in business development. Our resources- time, people, and money- are limited and often stretched to capacity. Since business development is such an important area, but often one that is challenging for small firm marketers to be proactive in, this pre-conference program will focus on maximizing existing resources, tapping into new resources, and learning new skills to exceed expectations in this area.

8:00 a.m. Registration and Breakfast

8:45 a.m. Co-Chairs' Opening Remarks

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Diana Courson 
Chief Marketing Officer
Zuckerman Spaeder LLP
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Sheryl Miller
Marketing & Business Development Manager
Caplin & Drysdale, Chartered

9:00 a.m. The Critical Thinking Advantage

Critical thinking and problem solving skills are indispensable to leadership success in all roles and all industries, including, of course, marketing roles in legal services organizations. In this interactive session, we will:

  • Identify the traits that the best critical thinkers exhibit
  • Explore some of the most significant ways in which human nature creates obstacles to critical thinking success; and, most importantly,
  • Learn and practice implementing a framework for thinking and problem solving that helps us overcome those obstacles and produce well-reasoned, compelling solutions to business challenges.

The methodology that Prof. Mish will teach comes from her own training at Cornell Law School, her nearly 30 years of law practice, and her experience applying “law school pedagogy” to the context of business problem solving, including in her very popular course at Cornell, “Critical Thinking for Business Leaders”.    

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Risa M. Mish
Senior Lecturer of Leadership
S.C. Johnson Graduate School of Management, Cornell University

11:00 a.m. Networking and Refreshment Break

11:15 a.m. The CMO/CFO Relationship: An Adversary or Your Greatest Ally?

If you’re the only marketing and business development person at your firm or you have a small team and budget, there are many creative and effective business development programs your firm can implement on a budget. One of the primary business development tools most essential for any marketer is a fruitful collaboration with the firm’s CFO.

In this one-hour session, you will receive key takeaways to build your relationship as well as tangible marketing/business development program ideas.

The program will focus on:

  1. Collaboration — You will leave the session with a plan as to how to bridge the gap, establish Key Performance Indicators (KPIs) and utilize the CFO as your teammate to help drive and implement successful programs.
  2. Putting Ideas into Action — You will learn about how to put some of your great ideas into action, from thought leadership programs, public relations, content marketing and multi-channel efforts.
  3. Resource Management — How the CMO/CFO can work together to assess and maximize human and technological resources.
  4. Promotion — In some firms, marketing/business development is not always viewed in high regard. Some firms are still caught up in a marketing department planning seminars and updating Web bios. How can you change the guard? The CFO can be your biggest promoter to help build your profile in your firm among the attorneys you serve.

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    Jennifer S. Bankston
    Chief Business Development & Marketing Officer
    McGinnis Lochridge
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    Keith Gard
    Executive Director
    McGinnis Lochridge

    12:15 p.m. Networking Lunch

    1:30 p.m. Train the Trainer: Coaching Your Attorneys for Business Development Success

    Business development should not be approached as “one size fits all” — every attorney, practice, and market is different. Learning how to navigate your attorneys through the sales process is essential. In this interactive session, Felice Wagner will demystify the law firm sales cycle and provide a framework for marketers to coach their attorneys for business development success. Participants will work through case studies to learn how and when to use the appropriate coaching strategies. Some of the key takeaways will be:

    •  Understanding the sales cycle for legal services
    •  Models of business development success: how do lawyers build a practice?
    • Case study exercises

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    Felice Wagner
    Director of Sales and Business Development
    Berger Singerman LLP

    3:00 p.m. Networking and Refreshment Break

    3:15 p.m. The Building Blocks for Pitches & Proposals

    Many of us have job responsibilities that include writing proposals in response to Requests for Proposals (RFPs) or putting together proposals for prospective clients. This session will provide insight on when and how to respond to RFPs, best practices to customize your pitches, where to find RFPs,  and what systems (both internally and technologically) can be put into place to make the process just a bit easier.

    Questions the session will address:

    • Should you always respond? What to look for as red flags to not responding?
    • Where to Find?
    • Where to find information for pitches/proposals?
    • How to customize your pitches, what systems work to help customize?
    • Systems to use to make the process easier? What’s recommended?
    • How to include pricing in proposals/pitches? Do you include it? Best practice?
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    Toni Wells
    Associate Director of Business Development
    Dentons US LLP

    4:00 p.m. How Collaborative Intelligence is Key to Knowing Your Client - Best Practices and Management Strategies for Small to Mid-Size Law Firm Library and Marketing Collaboration

    This session will explore how marketing and library departments, along with others in law firm management and administration can and should continually collaborate to ensure maximum efficiency and optimal client service. The session will provide practical tips for lead generation, client analytics, business intelligence tactics and industry analysis.

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    Zena Applebaum
    Director of Competitive Intelligence
    Bennett Jones LLP

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

    5:00 p.m. Program Conclusion

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    Networking Events

    5:00 – 6:00 p.m. CMO SIG Cocktail Reception

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    CMO Summit attendees and members of LMA's CMO Shared Interest Group (SIG) are invited to attend this cocktail reception, courtesy of Acritas and Bernero & Press.

    5:15 p.m. First Timer’s Reception

    6:00 p.m. Welcome Reception

    Sponsored By:bloomberg_BNA.gif

    If you’re the only marketing and business development person at your firm or you have a small team and budget, there are many creative and effective business development programs your firm can implement on a budget. One of the primary business development tools most essential for any marketer is a fruitful collaboration with the firm’s CFO. 
    In this one-hour session, you will receive key takeaways to build your relationship as well as tangible marketing/business development program ideas.
    The program will focus on:
    (1) Collaboration — You will leave the session with a plan as to how to bridge the gap, establish Key Performance Indicators (KPIs) and utilize the CFO as your teammate to help drive and implement successful programs.
    (2) Putting Ideas into Action — You will learn about how to put some of your great ideas into action, from thought leadership programs, public relations, content marketing and multi-channel efforts.
    (3) Resource Management — How the CMO/CFO can work together to assess and maximize human and technological resources.
    (4) Promotion — In some firms, marketing/business development is not always viewed in high regard. Some firms are still caught up in a marketing department planning seminars and updating Web bios. How can you change the guard? The CFO can be your biggest promoter to help build your profile in your firm among the attorneys you serve.