Pre-Conference Program | Wednesday, March 25

CMO Summit 
8:45 a.m. – 4:00 p.m.

In a constantly shifting, competitive and high-stakes legal landscape, the need for CMOs to completely understand the firm ecosystem and business objectives has never been greater. This interactive program will focus on the increasing importance of the role and how CMOs/CBDOs can effectively collaborate to increase their stock and add value throughout the partnership.

Through dynamic masterclasses and panels, you’ll explore legal pricing and coaching and sales philosophies. You’ll address how to overcome hurdles and seize opportunities to build and retain high-performing teams and utilize design thinking to improve firm efficiency. In addition, you’ll learn how to earn the coveted “seat at the table” with firm chairs, managing partners and governing bodies (i.e., policy committee, management committee, executive committee).

The role of a law firm pricing professional continues to accelerate and merge into that of a true revenue generator who utilizes data analytics and anecdotal evidence to extend client footprints and aid in developing sales strategies. Join this session to explore current mandates, definitions of success and the future of law firm pricing models and client appetites in a constantly changing environment. You’ll leave with ready-to-use tools, including best practices for “reciprocal asks” during contract negotiations, tactics for the increasing use (and inherent hurdles) of secondments and tips for collaborating with clients to deliver value.

The word “sales” is no longer taboo. Law firms are now spending considerable resources on salespeople and training and on teaching attorneys to fish more successfully. Join this discussion of sales philosophies, how they can come to fruition in a professional services/partnership setting and what CMOs and their marketing departments can do to help build a culture of origination across the partnership. This interactive session will include exercises to help you translate sales theory into practice. You’ll leave with both short and long-term tactics for accelerating the change management that is critical in developing a culture of sales.

Teams that “click” always have a leader who creates the environment and establishes the operating principles and values conducive to high performance. Here you’ll learn how to become that leader. Learn how to communicate and envisage the future before dealing with the present and identify behaviors consistently demonstrated by highimpact leaders. This session will also address how to define clear goals or a vision of the future aligned with the big picture, create blueprints for action to achieve those goals, use language to build trust, encourage forward thinking and create energy within the team and get the right people involved.

Law firms are facing unprecedented demands from clients to innovate the legal solutions they provide and how they provide them. In this session, you’ll learn how to engage stakeholders in the design thinking process to expedite consensus, build momentum and produce better solutions. See a simulation of teams using brainstorming, innovation, exaptation and other techniques to generate solutions. Explore disruption and innovation facing the global legal profession, motivational forces that drive professionals within law firms and the psychology of motivation and influence and how to leverage it for positive impact.

The type of “seat at the table” a legal marketing professional has and their influence and input into the firm’s policies, processes, strategy and leadership can greatly vary. In addition, your role can change dramatically with a switch in firm leadership, or a power shift, merger or acquisition. Learn how to get a seat at the table and stay there, negotiate your salary and that of your team, navigate a leadership change, survive a merger and plan your next move if you don’t survive. Come get answers to those questions you were just too afraid to ask.

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