Conference Agenda

Conference Day One | Thursday, March 26
7:30 a.m.
Registration Opens

7:30 a.m. – 8:30 a.m.
Breakfast in the Exhibit Hall

Sponsored By:d1_introhive.gif


8:30 a.m.– 8:45 a.m.
Welcome and Opening Remarks

 

Danielle-Holland.png Danielle Holland
Executive Director
Legal Marketing Association

2020 LMA President

Jill-Huse.png Jill Huse
Partner
Society 54, LLC

 

2020 Conference Co-chairs

Kristen Bateman Leis
Chief Marketing & Business Development Officer
Parker Poe LLP

 

Jonathan Mattson
Director of Business Development
Baker & Hostetler LLP


8:45 a.m.– 9:45 a.m.
KEYNOTE PRESENTATION
Getting Things Done is Inspiration + Sheer Willpower

 

Baratunde-Thurston.gifBaratunde Thurston
New York Times bestselling author, Emmy-nominated host who has worked for The Onion, produced for The Daily Show and advised the Obama White House

Baratunde will share his insights for pushing projects to completion in the advancing legal marketplace and the lessons he learned while working with skeptical teammates. The key, he says, is to not confuse using tools with creativity.

About Baratunde:

Baratunde Thurston is a futurist comedian, author and cultural critic who helped re-launch The Daily Show with Trevor Noah, co-founded Cultivated Wit and the About Race podcast, and wrote The New York Times bestseller How To Be Black. Baratunde is a highly sought-after public speaker, television personality and thought leader who has been part of noteworthy institutions such as Fast Company, TED, the MIT Media Lab, The Onion and the gentrification of Brooklyn, New York.

Baratunde has an uncanny ability to crack the shell of any uncomfortable topic through a personal, accessible and intelligent point of view.

His creative and inquisitive mind, forged by his mother’s lessons and polished by a philosophy degree from Harvard, have found expression in the pages of Fast Company, the screens of HBO, Comedy Central, CNN, MSNBC, BBC, the sound waves of NPR and roughly one bajillion podcasts, including Our National Conversation About Conversations About Race, which he co-founded. He has hosted shows and stories on NatGeo, Discovery’s Science Channel, Yahoo, AOL, YouTube, and Pivot TV. In 2016, he hosted a special three-part PBS series of TED Talks and earned a Daytime Emmy nomination for the Spotify/Mic series, Clarify.

The ACLU of Michigan honored Baratunde “for changing the political and social landscape one laugh at a time.” He was nominated for the Bill Hicks Award for Thought Provoking Comedy. The Root named him to its list of 100 most influential African Americans, and Fast Company listed him as one of the 100 Most Creative People In Business.

 


9:45 a.m – 10:30 a.m.
Networking Refreshment Break in the Exhibit Hall with Demo Sessions led by:

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Bringing Your Whole Firm to the Client with Intapp OnePlace

Andrew Hutchinson
PGL – Business Development & Marketing
Intapp

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Improving Collaboration, Legal Service Delivery and Client Engagement

Ian Broom
Chief Executive Officer
Fliplet


Breakout Key

bus_law_icon.gif Business Development

bus_law_icon.gif Business of Law

bus_law_icon.gif Client Services

bus_law_icon.gif Communications

bus_law_icon.gif Marketing Management and Leadership

bus_law_icon.gif Technology Management

Competency Level

Advance.gifAdvanced

Essential.gifEssential

 


10:30 a.m. – 11:30 a.m.
Concurrent Breakout Sessions

 

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10:30 a.m.–11:30 a.m.

Think Global, Act Local: Supporting Growth Through Successful Business Development and Marketing Programs That Work Around the Globe

According to the American Lawyer, Am Law 200 firms have added 6,626 lawyers and 198 offices outside the United States in the past 10 years. This growth poses significant challenges for firms and their business development and marketing teams. Firms want to capitalize on a single brand promise and deliver a consistent client experience while being responsive to local markets and cultures. Understanding these local demands and designing programs that match them is fundamental to success. This session explores the tensions between client expectations and firms’ local cultures and the subsequent global impact on business development and marketing.

You’ll learn how to:

  • Exploit your firm’s (new) footprint
  • Assess the differences in client expectations and meet them around the globe
  • Successfully integrate laterals from different/other partnership cultures
  • Design business development and marketing programs with both global alignment and local impact

 

Jill-Warren.pngJill Warren
Director of Business Development and Marketing
Bird & Bird LLP

 

Matthew-Fuller.pngMatthew Fuller
Head of Business Development, Americas and EMEA
White & Case LLP

 

Despina-Kartson.pngDespina Kartson
Global Director of Business Development and Communications
Jones Day

 

Moderator:

Steve-Blundell.pngStephen Blundell
Head of Acritas Advisors
Acritas

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10:30 a.m.–11:30 p.m.
Pitch Perfect: Legal Sales, Strategic Account Management and Client-Facing Business Development

There is no shortage of discussion in the industry about client-facing business development and strategic account roles. In this session, you’ll hear a panel discuss what these roles actually look like, how they are being utilized to directly affect revenue and how to dig into sales strategies from the client’s perspective that win business and strengthen relationships.

Join us for an interactive session with real, actionable takeaways and a multi-part client pitch process that will continue throughout the conference to see who wins the business.

You’ll learn how to:

  • Determine what legal sales or client-facing business development entails
  • Enact legal sales strategies and processes that work
  • Understand a client’s perspective on law firm business development, pitches and proposals
  • Help the client meet business goals
  • Pitch a real client via an interactive, simulated follow-up exercise

 

Marisa-Facciolo.pngMarisa Facciolo
Regional Director of Relationship Strategy
PNC Hawthorn

 

Jenna-Schiappacasse.pngJenna K. Schiappacasse
Director of Client Development
Rosenberg Martin Greenberg, LLP

 

Dawn-Sheiker.pngDawn V. Sheiker
Director of Client Relations
Morris James LLP

 


 

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10:30 a.m.–11:30 a.m.

Interactive Session/Game: Can You Solve Your Next Law Firm Crisis? Part One

Take part in a real-time recreation of law firm crises as they happen. On the first day, hear from crisis communications experts how to plan and execute when bad news hits a key client or your firm. You’ll join a team, connect with an expert mentor and be presented with a crisis that requires collaboration and teamwork to solve. Over the course of the conference, your crisis will morph and your team will deal with the issues in real time. On the last day of the conference, you’ll reconvene to hear how each team did, what went well and how they might have improved.
 

Charles Edwards.jpgCharles Edwards
Media Coach / Crisis Advisor
Jackson Spalding

 

Julie-Wall-Khoury.pngJulie Wall Khoury
Director of External Affairs
Balch & Bingham LLP

 

Gina-Rubel.pngGina F. Rubel, Esq.
Founder and Chief Executive Officer
Furia Rubel Communications, Inc.

 

Zach-Olsen.pngZach Olsen
President
Infinite Global

 

DavePoston.pngDave Poston, Esq.
CEO
Poston Communications

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10:30 a.m.–11:30 a.m.

Chief Marketing and Business Development Officers as Change Agents

Modern law firm marketing and business development leaders are uniquely positioned to drive change, because —in addition to serving as stewards of firm branding —they’re increasingly leveraging data-driven insights to transform the business development process from reactive to predictive.

But there are significant hurdles to be overcome along the way, including the added challenge of change management inside law.

This interactive panel will compare and contrast real-world examples of how new approaches and technologies are enabling CMOs and CBDOs in professional services and B2B environments to drive culture change and deliver more impactful outcomes, including increased revenue and profit.

You’ll learn:

  • How data and insights are being used to effect behavioural change and better business development outcomes for lawyers inside two Am Law 100 firms
  • How modern firms are approaching the challenge of integrating people, processes, and data to predict future client needs and supercharge business growth
  • How innovative strategies and techniques used in B2B marketing can be successfully applied inside law
  • How to elevate the performance of your marketing and BD teams by knowing where and how to focus your efforts for maximum impact
  • How to leverage your firm’s client and business intelligence to drive superior client service and development initiatives

 

Lavinia-Calvert.pngLavinia Calvert
Senior Director of Marketing
Intapp

 

Jennifer-Breithaupt.gifJennifer Breithaupt
Global Consumer CMO
Citi

 

Rory-Channer.gifRory Channer
Chief Business & Client Development Officer
McDermott Will & Emery LLP


 

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10:30 a.m.–11:30 a.m.

Aligning Marketing and Business Development Priorities with Partner Compensation… and Vice Versa

In yet another peculiar example of how law firms tend to overlook corporate best practices, many legal marketers are unaware of the financial motivators of their partners’ behavior. It’s challenging to set and manage marketing priorities without explicitly knowing whether these work for or against the partners’ economic self-interests. Even more surprisingly, the opacity of many partner compensation plans means many partners don’t have a clear understanding of which behaviors and outcomes will improve their compensation. In this session, you’ll examine the changing face of partner compensation and how you can incorporate this knowledge to better set and manage marketing and business development priorities. You may not be in the room when partner compensation decisions are made, but you can influence the decisions.

You’ll learn how to:

  • Understand the classic drivers of law firm partner compensation and how these often conflict with firm strategy and marketing priorities
  • Benefit from new partner compensation models growing in popularity that are more likely to foster marketing and BD mindset
  • Align marketing priorities with compensation drivers

 

Timothy-Corcoran.pngTimothy B. Corcoran
Principal
Corcoran Consulting Group, LLC

 

Peter-Lane-Secor.pngPeter Lane Secor
Chief Pricing Officer
Pepper Hamilton LLP

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10:30 a.m.–12:30 p.m.
Deep Dive
Spark Squads: A Scalable Approach to Innovation

Many organizations are using the concepts of design thinking and other ideation/innovation methodologies to improve and refresh their programs, services and products. As law firms strive to differentiate themselves through innovation, they often find that innovation methods gaining traction in other industries are difficult to implement in legal industry organizations. In this session, you’ll learn how
your organization can create scalable “Spark Squads” to encourage new ideas and fresh, diverse perspectives for your programs.

You’ll learn how to:

  • Apply design thinking concepts for effective Spark Squads
  • Best identify those who should serve as members of a squad
  • Review a typical process outline for a squad
  • Collaborate with other attendees to determine which areas in your organization may be best served by these squads and create an outline of the ready-to-implement steps to creating one


 

April-Campbell.pngApril L. Campbell
Director of Administration
McCullough Hill Leary, P.S


Breakout Key

bus_law_icon.gif Business Development

bus_law_icon.gif Business of Law

bus_law_icon.gif Client Services

bus_law_icon.gif Communications

bus_law_icon.gif Marketing Management and Leadership

bus_law_icon.gif Technology Management

Competency Level

Advance.gifAdvanced

Essential.gifEssential

 


11:45 a.m. – 12:30 p.m.
Concurrent Breakout Sessions

 

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11:45 a.m.–12:30 p.m.

Why Brand Still Matters in the Age of Automation

Take a close look at how a brand predisposes buyers both before purchasing and after they’ve engaged a firm. You’ll explore results from a survey of legal buyers on how the brand impacts their view of a firm and why brand awareness AND brand favorability must both be measured and used to drive marketing strategy. Plus, you’ll gain an overview of the buying process and which touch points brand programs still generally fail to address.

You’ll learn how to:

  • Use your CRM to inform your firm’s thought leadership strategy
  • Measure brand performance using key performance indicators
  • Benefit from buyer insight into how brand matters
  • Evaluate whether your brand is consistent across touch points using a self-assessment tool
  • Using brand engagement data to drive marketing and business development strategy

 

Elonide-Semmes.pngElonide Seemes
President
Right Hat

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11:45 a.m.–12:30 p.m.
The Science of Service

Do the attorneys at your firm deliver on the service expectations of your clients? How do you know? More importantly, how are you leveraging client service as a driver of firm growth? Research indicates that legal clients increasingly make decisions about whether to work with a firm based on the service they expect to receive. So what approaches work? And how can you measure success?

This session will cover foundational principles for building a service initiative at your firm and introduce a researchbacked methodology for measuring service quality. You’ll also gain best practices for improving the client experience through service and new insight from examples from the field of client service initiatives in action.

You’ll learn how to:

  • Measure and benchmark client service at your firm using a proven framework
  • Tie service improvements to business outcomes with actionable strategies
  • Apply insights from real-life case studies of law firms that are centering service in their business strategy

 

Kat-Kocurek.pngKat Kocurek
Vice President of Marketing
ClearlyRated

 


 

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11:45 a.m.–12:30 p.m.

Why Your Analytics Land With a Thud

Although it’s easier than ever today to collect data, you may still be scratching your head when deciding how best to sift through these massive amounts of data to uncover the gems. What’s often even more difficult is developing reports that incite action and encourage future investment in the right strategies and optimizations—especially when your findings challenge the status quo.

In this session, you’ll explore how to deliver reports that your stakeholders will actually care to read and how to make necessary shifts in your reporting strategy.

You’ll learn how to:

  • Establish the right baselines and goals to help you more accurately benchmark your progress towards KPIs
  • Move beyond simply showing your work to providing the right level of context around data trends that matter
  • Include stakeholders in the development of metrics to prevent surrogation, or the confusion of strategic intent with the metrics meant to represent it
  • Create an influential narrative around your results that helps you overcome bias, combat conventional thought and improve decision making 

 

Ben Magnuson.jpgBen Magnuson
Senior Data Strategist
One North Interactive

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11:45 a.m.–12:30 p.m.

COLAP Presents: How to Mitigate Stress and Make It Work for You

Stress isn’t all bad. On a day-to-day basis, it motivates us to accomplish our to-do list and, in extreme cases, it can save our lives. However, when you become overwhelmed, your stress response isn’t working for you. It’s working against you, causing many negative side effects that can compromise your health, your relationships and even your work. Whether you’re an attorney or a legal staff member, if you’re regularly exposed to other people’s stress and essentially “take on” their problems, both your personal and professional life can suffer.

You’ll learn:

  • Understand the neurobiology and neurophysiology of stress
  • Recognize the effects of stress, vicarious trauma, compassion fatigue, decision fatigue and case fatigue
  • Identify what your personal stress response looks like, and warning signs of fatigue or burnout
  • Build resiliency factors to support yourself, colleagues and staff in mitigating the impact of stress

 

Amy-Kingery.pngAmy Kingery
Outreach & Volunteer Manager
Colorado Lawyer Assistance Program

 


 

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11:45 a.m.–12:30 p.m.

The Impact of Sustained Diversity in Legal, Private Industry and Beyond

Pavani Thagirisa will discuss a comprehensive new report from the S&P Global Quantamental Research Team, titled “When Women Lead, Firms Win”, which examines the performance of firms that have made female appointments to their CEO and CFO positions. While female executives are grossly underrepresented in the C-suite, the performance of firms that have made female appointments to their CEO and CFO positions is staggering.

Attendees will gain the following key takeaways:

  • Core details of QR team study, including why firms with female CEOs and/or CFOs are more profitable
  • The impact of diversity on profits  - why these firms generated excess profits of $1.8 trillion
  • What a demonstrated culture of Diversity and Inclusion means in practice
  • The importance of diversity and inclusion for career growth - specifically for women, women in the legal field and How to grow in the legal field, etc.

 

Pavini-Thagirisa.gifPavini Thagirisa
Associate General Counsel, Vice-President
S&P Global

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10:30 a.m.–12:30 p.m.
Deep Dive
Spark Squads: A Scalable Approach to Innovation - Contintued

 


12:30 – 1:30 p.m.
Networking Lunch

Sponsored By:Qours.gif

During lunch, tables will be reserved for each of LMA’s Shared Interest Groups (SIGs). Take advantage of this opportunity and network with your SIG colleagues, or if you aren’t a member of a SIG yet and would like to be, join a table to learn more.

For information on LMA’s SIGs, visit www.legalmarketing.org/SIGs.


Breakout Key

bus_law_icon.gif Business Development

bus_law_icon.gif Business of Law

bus_law_icon.gif Client Services

bus_law_icon.gif Communications

bus_law_icon.gif Marketing Management and Leadership

bus_law_icon.gif Technology Management

Competency Level

Advance.gifAdvanced

Essential.gifEssential


1:45 – 2:45 p.m.
Concurrent Breakout Sessions

 

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1:45 p.m.–2:45 p.m.

It’s in Your Data: Revelations that Drive Diversity Programs, Client Teams, and Other Strategic Marketing Initiatives

Easy access to accurate firm intelligence is indispensable for Marketing and Business Development teams wishing to make the move from reactive to proactive initiatives. In a highly competitive market, a firm’s ability to effectively aggregate and leverage its data represents a fundamental strategic differentiator and can provide a distinct advantage.

In this session, we’ll dive deep into case studies of firms who have broken down silos and harnessed their existing firm data to move the needle on strategic firm initiatives like diversity and inclusion, key client programs and market expansion.

Each case study will give you actionable insights into:

  • How the team matched their initiative to a higher level firm goal
  • The steps they took to identify and aggregate the necessary data
  • Suggestions for collaborating with other departments in the firm to achieve goals
  • What the solution actually looked like
  • Realized benefits for each

 

Barry-Solomon.pngBarry Solomon
Executive Vice President
Foundation Software

 

Jasmine-Trillos-Decarie.pngJasmine Trillos-Decarie

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1:45 p.m.–2:45 p.m.
How to Utilize an Improvisational Mindset to Attract, Sign and Retain Clients

Improv is more than just fun and funny, it can help you generate marketing ideas, solve business challenges, engage an audience and tell your story. The Apixii: Applied Improv’s break out session will focus on skills you can utilize right away. In this interactive session, you will learn firsthand how to enhance your marketing and business skills by focusing on the importance of being in the moment, listening acutely, communicating flawlessly, tell your story of your firm and how to work more effectively with others on your team and within your organization. These are skills that legal marketers can put into practice in their own business development immediately (and promises to be the most FUN breakout session you will ever attend).

 

Eric-Farone.pngEric Farone
Owner, Curriculum Creator, and Lead Instructor
Apixii: Applied Improvisation

 

Denise Maes.jpgDenise Maes
Owner and Instructor
Apixii: Applied Improvisation


 

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1:45 p.m.–2:45 p.m.

Fishbowl Conversation: How Data Drives the Intersecting Worlds of Public Relations and Business Development

Join experts representing diverse roles and experiences within law firm marketing and business development for a fishbowl conversation at the intersection of PR & BD. In this deeply interactive session, you can join the conversation, share experiences and insights and ask questions. The conversation will focus on how data ties together the often silo’d worlds of PR/Comms and BD within law firms. You’ll
leave inspired and armed with action items. This session is designed for marketing, BD, PR—and, well, anyone looking for ways to collaborate internally on initiatives that drive business growth. Bring your insights and questions!

Speakers to be Confirmed

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1:45 p.m.–2:45 p.m.

TRUST ME! I’m a (Data-driven, Trustworthy, Empathetic, Supportive) Marketer…

We all want to be data-driven, but having data doesn’t imply—or guarantee—truth. With the exponential growth of new and converged technology, it’s easy to help the data tell a preferred story, but the real context and validity of that data may not be any clearer. Your ability to use data and communicate credibly is at risk before you even begin.

Marketers play a pivotal role in designing client-focused growth for the organization and have the opportunity to facilitate relational trust among key internal stakeholders from which a data-driven culture can grow. In this session, we will explore the concept of trust and its impact on technology, data, people and messaging. Together, we will identify ways of managing trust so you can build credibility into your messaging, systems and data-driven contributions.

 

Carrie-Johnson-1.pngCarrie Johnson
Director of Product Marketing, InterAction
LexisNexis

 


 

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1:45 p.m.–2:45 p.m.

How to Identify Law Firm Relationship Intelligence ROI

If your law firm is struggling to attract and grow new business, you’re not alone. In fact, as the overall legal services market has remained relatively flat since 2010, the majority of firms report the same challenge, according to the Legal Executive Institute. Limited access to the right people—the ones who make final contract decisions—is a common stumbling block to growth for many law firms’ marketing and business development teams. That’s where relationship intelligence can be a big boost to your tech stack ROI.

In this talk, you’ll learn how relationship intelligence automation (RIA) technology can integrate with your current business intelligence and marketing tools to increase their ROI and help your firm work smarter, not harder, to find new revenue sources and maintain a healthy margin. You’ll also walk through real-world examples of how RIA allows law firms around the world to quickly and easily identify network connections to expand their network and reach within client accounts. Finally, we’ll touch on how process automation can save your legal team precious time—time they can use to focus on client needs and grow the bottom line.

 

Stewart-Walchli.pngStewart Walchli
Co-Founder and Head of Business Development
Introhive

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1:45 p.m.–2:45 p.m.

The Power of Podcasting

You have made a strategic decision to add podcasting to your client communication tool kit. However, how do you gain buy-in from leadership to progress from the “shiny object” stage to implementation? We all produce e-communications, webinars, events and content. Few law firms take the initiative to develop a podcast program. Learn from a former television broadcaster how to create compelling podcasts, build a following and have your attorneys lining up to be part of your program. Find out the strategic and tactical steps to ensure your podcast program is a success and produces return on objective.

You’ll learn how to:

  • Determine how podcasting aligns with your marketing plan and brand
  • Gain buy-in from leadership
  • Create content that builds a following
  • How to get the job done effectively and inexpensively: Is this thing on? Mics, phones and laptops
  • Define success

 

Heather-McMichael.pngHeather McMichael
Media Relations Manager
Shook, Hardy & Bacon LLP

 


2:45 – 3:30 p.m.

Networking Refreshment Break in the Exhibit Hall with Demo Session led by:

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Create Concise, Well-Structured and Clearly Articulated Pitch Content Quickly and Easily Using PitchPerfect

Johnny Jones
Client Service Manager
Enable Business Solutions


Breakout Key

bus_law_icon.gif Business Development

bus_law_icon.gif Business of Law

bus_law_icon.gif Client Services

bus_law_icon.gif Communications

bus_law_icon.gif Marketing Management and Leadership

bus_law_icon.gif Technology Management

Competency Level

Advance.gifAdvanced

Essential.gifEssential


3:30 – 4:30 p.m.
Concurrent Breakout Sessions

 

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3:30 p.m.–4:30 p.m.

Fastest Growing Law Firms
Management Strategies

While the legal industry as a whole seems to have recovered nicely since the Great Recession of 2008, if you dig deeper into the numbers, there is an obvious tale of haves and have nots in this rebound. Why have some firms consistently delivered higher revenue per lawyer year over year while others have fought to remain even or have gone backwards, even with year-over-year rate increases? This session will highlight three successful firms and the strategies they employ and metrics they emphasize to deliver consistent results year over year.

You will learn:

  • Techniques these firms use to drive revenue per lawyer (RPL) growth
  • The strategies, methods, and approaches that differentiate these firms from others
  • The role these leaders play in driving strategies that work and how they create buy-in with internal stakeholders to execute their firms’ strategies
  • Advice and tips these trailblazers would offer to their LMA peers who are looking to do the same within their firms

 

Kevin-Iredell.pngKevin Iredell
Chief Marketing Officer
Lowenstein Sandler

 

Geoffrey-Goldberg.pngGeoffrey R. Goldberg
Client Development Director
Ropes & Gray LLP

 

Amy-Fowler.pngAmy Fowler
Chief Marketing Officer
Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C.

 

Moderator:

Mary-K-Young-.pngMary K Young
Partner
Zeughauser Group

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3:30 p.m.–4:30 p.m.
How to Think Like a Legal Operations Professional

The Legal Operations profession is expanding at an exponential rate. As in house legal departments transform to drive value for their clients while balancing efficient sourcing of legal services, the legal operations role is becoming a “must have” for corporate law departments. Hear from legal operations leaders how they influence and support legal sourcing for their law departments. Walk through a “day in the life” to better understand how the legal ops leaders think about engaging outside counsel and learn how to best interact with these key influencers of legal service provision.

 

Christine-Juhasz.pngChristine (CJ) Juhasz
Assistant Vice President Law Strategy and Operations
MassMutual

 

Additional Speakers to be Confirmed


 

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3:30 p.m.–5:45 p.m.
Deep Dive
Competitive Intelligence: A How-To Guide

Competitive intelligence is about using your resources to effectively answer complex business development questions. It involves breaking projects into their component parts, deciding which resources to use, turning those results into answers and presenting your analysis in a concise and clear format. This session presents an interactive format to guide you through these steps. You’ll explore how to apply this approach to company profiles, industry analyses, market analyses, lateral recruiting, competitor analyses and trend analyses.

You’ll learn how to:

  • Benefit from strategies for assessing and completing competitive intelligence projects
  • Evaluate research resources
  • Track, gain feedback on and evaluate competitive intelligence efforts

 

Ben-Brighoff.pngBen Brighoff
Senior Manager of Competitive Intelligence
Foley & Lardner LLP

 

Lynne-Kilgore.pngLynne Kilgore
Competitive Intelligence Manager
Pillsbury Winthrop Shaw Pittman LLP

 

Laura-Kopen.pngLaura Kopen
Research Analyst
Neal, Gerber & Eisenberg LLP

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3:30 p.m.–4:30 p.m.

LMAs Next Big Thing: Service Metamorphosis 2.0—What Clients Want

Service Metamorphosis 1.0 and how it drives performance improvement was presented at almost 25 LMA national, regional and local programs in 2019. Now it’s a mainstream idea among law firm marketing and business development professionals.

Service Metamorphosis 2.0 will focus on what clients want and dive deeper into a sustainable revenue-growth model that will differentiate your firm and prepare you to succeed in any economic environment.

Based on the four stages of Service Metamorphosis, this session will show you what an effective and cooperative “Mutual-Purpose Meeting” looks like. Witness the candid discussion between a large-firm managing partner and a major client in a planning meeting and ear from a CMO on how they drove the process.

You’ll learn how to:

  • Use the four stages of Service Metamorphosis to change the service culture in your firm and how to assess where you are today
  • Structure a powerful and effective “Mutual Purpose Meeting” for your top clients so you can discuss intimate and challenging spects of your relationships
  • Use Service Metamorphosis as a differentiator when you compete for work from new prospects
  • Position what clients want as the foundation of your discussions with law firm leaders and ensure your firm is making this service-based culture shift

 

Amanda Bruno.jpgAmanda M. Bruno
Chief Business Development Officer
Morgan, Lewis & Bockius LLP

 

Deborah-McMurray.pngDeborah McMurray
Founder, CEO and Strategy Architect
Content Pilot LLC

 

Timothy Powers.jpgTimothy E. Powers
Managing Partner
Haynes and Boone LLP

 

Rudy-Rodriguez.gifRudy Rodríguez, Jr.
Executive Vice President, Chief Legal and Human Resources Officer
CEC Entertainment, Inc.


 

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3:30 p.m.–4:30 p.m.

Client-Focused Collaboration: Elevating the Role of Business Development

In a time when clients are asking law firms to go beyond traditional legal service delivery models, how can your firm partner with clients to achieve incredible outcomes? During this session, you’ll discuss how clients’ needs for innovative business partnerships are impacting the way firms deliver legal services.

You’ll learn how to:

  • Capitalize on the ways that law firms have evolved their offerings to support lawyers with experts in areas like operations, project management and pricing
  • Adopt a similar approach to business development that will elevate your firm’s profile as you grow client relationships

 

Sherri Dahl.jpgSherri L. Dahl
Vice President, General Counsel
Thirty-One Gifts LLC

 

Jamie-Francis.pngJamie Francis
Partner
Womble Bond Dickinson (US) LLP, GCSolutions

 

Mike-Russell.pngMike Russell
Lean Leader-Legal Operations
Ingersoll Rand

 

Rich_Sedory.pngRich Sedory
General Counsel, Senior Vice President and Secretary
Wastequip, LLC

 

Vince-Vetr.pngVince Vetri
Director Solutions and Business Development
Elevate

 

Moderator:

Stephanie-Hinrichs.pngStephanie Hinrichs
Senior Director of Sales
Womble Bond Dickinson (US) LLP

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3:30 p.m.–5:45 p.m.
Deep Dive
The Other Boys of Summer: Diversity and Inclusion Team Building Program

Through the lens of America’s pastime “The Other Boys of Summer” draws from our past to shine the spotlight on issues that dominate today’s headlines.

The film explores civil rights in America through the lives of the Negro League baseball players. Narrated by Cicely Tyson the film features never-before-seen interviews with the trailblazers who played alongside of Jackie Robinson and changed baseball AND America forever.

The program includes a screening of the film (42 minutes) followed by a panel discussion with the filmmaker, Emmy Nominated Director, Lauren Meyer (and special guests, to be confirmed).


3:30 – 5:45 p.m.
Bonus SessionReach Your Peak: Navigating the Trail to the Top SpotDeep Dive

Work with a team to address scenarios legal marketers commonly face as they advance in their careers. Each scenario will be based on a Marketing Management and Leadership competency outlined in the LMA Body of Knowledge (BoK). Trail guides will mentor you through the challenges, including the final challenge—a job interview in which teams compete for the top marketing leadership role within the firm. Your team will present your decisionmaking journey to judges who will determine which team takes the top spot. You’ll leave with a personalized career journey map you can implement within your own professional role.

Limited space available.


Breakout Key

bus_law_icon.gif Business Development

bus_law_icon.gif Business of Law

bus_law_icon.gif Client Services

bus_law_icon.gif Communications

bus_law_icon.gif Marketing Management and Leadership

bus_law_icon.gif Technology Management

Competency Level

Advance.gifAdvanced

Essential.gifEssential


4:45 – 5:45 p.m.
Concurrent Breakout Sessions

 

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4:45 p.m.–5:45 p.m.

The Big Four Mean Business

The Big Four accounting firms have long envisioned becoming global multidisciplinary practices, providing end-to-end business solutions that span legal, tax and accounting. They’ve aggressively pursued the legal services market before only to be blocked by regulators. In the years following Sarbanes Oxley and the great recession the Big Four have quietly renewed their efforts, rebuilding their legal capabilities around the world. Are they friend or foe, and should law firms be concerned? To answer these questions, we'll examine the Big Four's focus on legal, their strategies and tactics, and consider the implications of their rise in the new legal economy.

 

Rob-Saccone.gifRob Saccone
Partner
Nexlaw Partners LLC

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4:45 p.m.–5:45 p.m.
Engineering Growth: Achieving Next-Level Business Development Through Integrated Client-Centric Tools

Over the past 18 months, McDermott’s business development team has set out to determine and redefine business development and client engagement excellence. Through this effort, they created a fully integrated system for building best practices, deploying through the business development team and the lawyers and measuring success to drive growth.

This panel will discuss key levers of the system—including McDermott’s client engagement academy, client listening program and technology-driven business intelligence. You’ll hear case studies and results/metrics to demonstrate how a client-centered approach can drive action and firm-wide change. The panel also will offer practical experience from varying backgrounds—within and outside of legal—and demonstrate how different business development roles can work collaboratively to achieve a shared goal.

You’ll learn how to:

  • Develop partners into sophisticated salespeople (even if some still won’t say the “s” word)
  • Invest in and train your business development team and why this is as important as training the partners
  • Take your CRM from 0 to 60 by making it practical (and useful)
  • Leverage client feedback to make the case for account and firm-wide change when the voice of the client is louder than the voice of business development
  • Read between the lines—what clients are (and aren’t) telling you

Michelle-Lang.pngMichelle Lang
Associate Director of Client Service
McDermott Will & Emery LLP

 

Terri-Robshaw.pngTeri Robshaw
Associate Director of Commercial Excellence
McDermott Will & Emery LLP

 

Christopher-Newman.pngChris Newman
Director of Practice and Industry Business Development
McDermott Will & Emery LLP

 

Moderator:

Tara-Weintritt.pngTara Weintritt
Partner
Wicker Park Group


 

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3:30 p.m.–5:45 p.m.
Deep Dive
Competitive Intelligence: A How-To Guide - Continued
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4:45 p.m.–5:45 p.m.

Building a Coaching Program That Your Attorneys Will Love

In this session, you’ll gain ideas, options and a process for establishing a coaching program by using internal resources or by collaborating with a consultant to deliver the coaching. From gaining consensus, to developing a plan, to rollout, you’ll leave understanding the steps required to get a coaching program off the ground and how to ensure its success. Your attorneys will love it! You just have to get them to the starting line.

You’ll learn how to:

  • Build a strong team
  • Create the coaching pitch
  • Engage appropriate supporters
  • Reap the benefits from coaching
  • Report progress

 

Tea-Hoffman.pngTea Hoffmann
Managing Principal
Law Strategy Corp

 

Laura-Kaminsky.pngLaura Kaminsky
Senior Business Development and Marketing Manager
BakerHostetler LLP

 


 

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4:45 p.m.–5:45 p.m.

Law Firm Brand Design: A Case Study

Hear a step-by-step recap of what it took to develop an award-winning look for an actual client.

In this session, you’ll explore what it takes to create a stunning graphic identity and website for a large law firm. Through a detailed case study of an actual client project, you’ll hear compelling (sometimes funny) anecdotes of the challenges the client faced and explanations of how those challenges were overcome. As law firms are unique beasts, this presentation will focus squarely on the unique challenges that legal industry players face when undertaking a brand rethink. You’ll leave with a step-bystep playbook for how to ensure your next brand design (or website design) project is smooth and successful.

(Note: The name of the client in this case study will be redacted and some project details will be obscured to protect the innocent.)

You’ll learn how to:

  • Prepare (before your agency begins): 5 key things to do
  • Overcome power struggles and political #$@!!?#
  • Incorporate attorney input, even when it’s sub-par
  • Avoid looking like everybody else
  • Strike the right balance between beauty and practicality
  • Work with service providers to get the best results

 

Dion-Algeri.pngDion Algeri
Partner
Great Jakes Marketing Company

 

Robert-Algeri.pngRobert Algeri
Partner
Great Jakes Marketing Company

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3:30 p.m.–5:45 p.m.
Deep Dive
The Other Boys of Summer: Diversity and Inclusion Team Building Program - Continued

6:30 p.m.– 8:00 p.m.

Networking Reception

Sponsored by: cocktail-one-north.png

View Details

 


8:00 p.m. – 9:30 p.m.

Game Show Night

 

Sponsored By:calibrate-gn.pnginfinite-gn.png

View Details