The 28th Annual Marketing Partner Forum

Please join us for lunch in the Monarch Bay Courtyard as we kick off our 2021 program.

As global business continues to awaken from involuntary hibernation, law firms are reinventing their value proposition through new, highly creative, client-centric pricing plans emblematic of a market transformed. Clients need their law firms to be agile and more efficient than ever, especially when slashed legal budgets and leaner staff headcounts appear par for the course. This workshop offers an important opportunity for law firm marketing and business development leaders to engage peers and clients in a mock RFP exercise on emergent pricing methodologies and client feedback in the modern legal services landscape.

Moderator:
Susan Raridon Lambreth, Founding Principal, LawVision Group & Chair and Founder, LPM Institute

Panelists:
Aaron Boersma, Legal Operations, Strategic Pricing & Analysis Lead, Google LLC
Karen Lessick, Associate General Counsel, Invenergy LLC
Chris Ochs, Director of Outside Counsel Management, Citigroup Inc.

Every business leader has a preferred approach to building a successful team. Whereas some envision a focused blend of talent grounded in industry expertise, others seek voices with broad, pan-industry knowledge in order to best engage the customer. Philosophical inclinations notwithstanding, the ultimate goal remains the same. Yet, as is often the case with best laid plans, the devil is in the detail. This workshop offers solutions for maximizing the impact of truly dynamic enterprise squads. Participants are invited to share perspectives on what accelerates or impedes peak performance within their own organizational walls.

Facilitators:
Christian F. Berger, Senior Advisor, Strategic Business Development, McGuireWoods LLP
Mike Duffy, Director of Growth and Client Service, King & Spalding LLP
Neel Lilani, Global Head, Tech Clients, Orrick Herrington & Sutcliffe LLP

Continuing a conversation begun at last year’s Forum, this workshop offers a sophisticated examination of predictive analytics in law firms today. Anchored by a novel and comprehensive case study, our presenters will deliver advanced insights into how predictive modeling is transforming law firm business development efforts and creating a competitive advantage. Participants will work collaboratively and leverage basic data analysis, statistical techniques, and net promoter score (NPS) calculations to understand client lifecycle, rotation, attrition causation, and more. Please be advised, prior participation in last year’s workshop is not required.

Facilitators:
Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC
Jennifer Roberts, Senior Manager, Strategic Research – Egencia, Expedia Group
Lisa Simon, Chief Marketing & Business Development Officer, Lewis Roca Rothgerber Christie LLP

As global business continues to awaken from involuntary hibernation, law firms are reinventing their value proposition through new, highly creative, client-centric pricing plans emblematic of a market transformed. Clients need their law firms to be agile and more efficient than ever, especially when slashed legal budgets and leaner staff headcounts appear par for the course. This workshop offers an important opportunity for law firm marketing and business development leaders to engage peers and clients in a mock RFP exercise on emergent pricing methodologies and client feedback in the modern legal services landscape.

Moderator:
Susan Raridon Lambreth, Founding Principal, LawVision Group & Chair and Founder, LPM Institute

Panelists:
Aaron Boersma, Legal Operations, Strategic Pricing & Analysis Lead, Google LLC
Karen Lessick, Associate General Counsel, Invenergy LLC
Chris Ochs, Director of Outside Counsel Management, Citigroup Inc.

Every business leader has a preferred approach to building a successful team. Whereas some envision a focused blend of talent grounded in industry expertise, others seek voices with broad, pan-industry knowledge in order to best engage the customer. Philosophical inclinations notwithstanding, the ultimate goal remains the same. Yet, as is often the case with best laid plans, the devil is in the detail. This workshop offers solutions for maximizing the impact of truly dynamic enterprise squads. Participants are invited to share perspectives on what accelerates or impedes peak performance within their own organizational walls.

Facilitators:
Christian F. Berger, Senior Advisor, Strategic Business Development, McGuireWoods LLP
Mike Duffy, Director of Growth and Client Service, King & Spalding LLP
Neel Lilani, Global Head, Tech Clients, Orrick Herrington & Sutcliffe LLP

Continuing a conversation begun at last year’s Forum, this workshop offers a sophisticated examination of predictive analytics in law firms today. Anchored by a novel and comprehensive case study, our presenters will deliver advanced insights into how predictive modeling is transforming law firm business development efforts and creating a competitive advantage. Participants will work collaboratively and leverage basic data analysis, statistical techniques, and net promoter score (NPS) calculations to understand client lifecycle, rotation, attrition causation, and more. Please be advised, prior participation in last year’s workshop is not required.

Facilitators:
Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC
Jennifer Roberts, Senior Manager, Strategic Research – Egencia, Expedia Group
Lisa Simon, Chief Marketing & Business Development Officer, Lewis Roca Rothgerber Christie LLP

It’s difficult to imagine where legal marketing efforts would be today without the aid of technology over the past twelve months. Thanks to remote working arrangements and social distancing, marketing and business development strategy—not to mention in-person client engagement—has taken on a decidedly different hue. How have law firm marketing leaders adapted to the new business climate? What impact have recent events had on departmental budgets and spend? How effective has virtual client interaction been for business development and networking efforts? This roundtable invites audience participation as we begin a new calendar year.

Moderator:
Jennifer Schaller, Esq., Managing Director & Co-Founder, The National Law Review

Panelists:
Kalisha Crawford, Director of Marketing & Business Development, Ropers Majeski PC
Laura Galeano, Chief Marketing Officer, Bilzin Sumberg Baena Price & Axelrod LLP
Jennifer Manton, Managing Director & Chief Marketing and Business Development Officer, Kramer Levin Naftalis & Frankel LLP
Jason Noble, President, ikaun

Even before the onset of COVID-19, global firms reported robust business uptick across manifold markets and locales. Since then, short-term economic pain has given way to exciting and  potentially lucrative opportunities upon which firms look to capitalize. This roundtable invites law firm leaders to discuss how their strategic vision has progressed with respect to international talent management and global growth. Amidst shrinking cross-border footprints and tightening purse strings, how are executives enabling teams to adapt and ultimately thrive?

Moderator:
Deborah Farone, Strategic Advisor & Author, Farone Advisors LLC

Facilitators:
Wendy Bernero, Global Chief Marketing Officer, Baker McKenzie
Erin Stone Dimry, Chief Marketing & Business Development Officer, DLA Piper LLP (US)
Renee Miller-Mizia, Chief Marketing Officer, Dechert LLP

Sponsorships are a crucial way for firms to support the professional growth of their talent, drive new business opportunities, and enhance their overall brand or footprint. Yet, despite acknowledging the intrinsic value of many such engagements, many firms consider the ultimate return on investment to be subjective or underwhelming at best. How beneficial have professional partnerships been from a profitability or strategic standpoint? What metrics or criteria determine acceptable ROI? Can more be done to accommodate the interests of all parties involved?

Moderator:
Adam Crowson, Chief Executive Officer, Inspired Professionals LLC

Panelists:
Steven R. Boutwell, Chief Operating Officer, Kean Miller LLP
Trish Lilley, Chief Marketing & Business Development Officer, Stroock & Stroock & Lavan LLP
Deborah Ruffins, Chief Marketing Officer, Perkins Coie LLP
Amy T. Shepherd, Chief Marketing & Business Development Officer, Ballard Spahr LLP

Please join us for our cocktails and canapés as we reflect upon the day’s discussions. Spouses and significant others are welcome.

Join colleagues for a one-hour leisurely and educational tour of local flora and fauna with Ritz-Carlton naturalists. Capacity is limited to 30 total guests. Please arrive at 6:50am for check-in.

Presenter:
Mike Abbott, Vice President, Market Insights & Thought Leadership, Thomson Reuters

The call to innovate is nothing new—and while some firms have embraced the challenge, others still question whether it’s a passing trend or a worthwhile investment of time, energy, and money (and, moreover, whether clients actually care). This session will unpack the fundamentals of futureproofing sustainable law firm success by answering the following questions: What does “good” innovation look like? Why does it matter to clients (and firms)? Who should be innovating? How can law firms do this internally and collaboratively with clients?

Moderator:
Beth Cuzzone, Chief Strategic Growth Officer, Goulston & Storrs PC

Panelists:
Monica Johnson, General Counsel, Darigold
Dash Kohlhausen, Deputy General Counsel, Fertitta Entertainment Inc.
Andrew Sprogis, Chief Innovation Officer, Katten Muchin Rosenman LLP
Darth K. Vaughn, Litigation Counsel & Legal Innovation & Technology Operations Manager, Ford Motor Company

In his over 25-year career at the world’s most innovative organization – The Walt Disney Company – Duncan Wardle learned many important things about building a profitable business and winning creative culture. The most important? If you want to be different, you have to think different. Leveraging his experiences as Head of Innovation & Creativity at Disney, Duncan will teach participants a unique set of innovation tools and techniques – the same ones Duncan used with teams inside the Disney organization – made famous by Walt Disney himself. After this immersive crash course, attendees will depart with an actionable blueprint to immediately start reshaping their company’s culture, create a space where innovation thrives, and foster a sustainable system of reward and encouragement to help teams think differently across the firm.

Presenter:
Duncan Wardle, Former Head of Innovation & Creativity, Disney

Please join us for lunch in the Monarch Bay Courtyard.

Even in the best of times, agility and collaboration are crucial practices for law firm client relationship partners and client teams. Indeed, without a willingness to engage peers and amplify their firm’s value to the customer, relationship partners fall well-short in maximizing their true potential as trusted legal advisors or rainmakers par excellence. This panel ponders a comprehensive approach to fostering collaborative instincts in business colleagues. How can marketing and business development leaders coach and encourage relationship partners to take full advantage of enterprise resources?

Moderator:
Brad Blickstein, Principal, Blickstein Group/Co-Head, NewLaw Practice Group, Baretz+Brunelle

Panelists:
Gloria J. Lee, Client Relations Partner, Rutan & Tucker, LLP
Laura J. Maechtlen, Partner; Chair, Labor & Employment Department; Member, Executive Committee; Co-Chair, National Diversity & Inclusion Action Team, Seyfarth Shaw LLP
James E. Nelson, Partner-in-Charge, San Francisco office, Venable LLP
Amy Yeung, General Counsel & Chief Privacy Officer, Lotame, Inc.

Few appreciate the impact of organizational infrastructure on law firm marketing strategy and client service. In the modern legal landscape, once-insurmountable fault lines between sales, operations, information management, or data and analytics continue to erode amidst talk of collaborative behaviors and exponential growth. This session examines the myriad structural models in place at firms throughout the profession. How successful have firms truly been at coalescing behind a singular commitment to client service?

Moderator:
Jonathan Fitzgarrald, Managing Partner, Equinox Strategy Partners

Panelists:
Nancy L. Kostakos, Chief Marketing Officer, Troutman Pepper Hamilton Sanders LLP
Karen Lessick, Associate General Counsel, Invenergy LLC
Adam Silver, Chief Operating Officer and Managing Partner, McCalla Raymer Leibert Pierce, LLC
Jeff Silvestri, Partner (& Immediate Past Managing Partner), McDonald Carano LLP

With competition and economic uncertainty abound, law firms are relying upon strategic client planning as a proverbial lifeline for retaining important clients, (new) business opportunities, and growth. Whether at large, publicly held companies or smaller, private institutions, law firm clients face a litany of emerging, even unprecedented challenges that outside counsel can anticipate and address. This conversation offers crucial guidance on how to maximize the impact of strategic client management in a challenging environment rife with health, economic, and sociopolitical concerns. What are law firms doing well—and not so well—in their account management approach? How have the unique contours of the COVID-19 business landscape impacted “value” for both the firm and customer? Are law firms sufficiently prepared to (re)launch an effective initiative?

Panelists:
Silvia L. Coulter, Principal, Business Development Practice Leader, LawVision Group, LLC

Panelists:
Melanie S. Green, Chief Client Development & Marketing Officer, Faegre Drinker Biddle & Reath LLP
Miki Hanlen, Director of Marketing – Legal, Intapp, Inc.
Jeffrey J. Wild, Firm Administrative Partner; Chief Strategy Officer; Chair, Real Estate & Environmental Practice Group; Executive Committee Member, Benesch, Friedlander, Coplan & Aronoff LLP

Please join us for breakfast in the Monarch Bay Courtyard.

Lost amidst the discourse of Millennials and the multigenerational workforce is the understated but no less significant ascension of Generation X to the highest rungs of power in the firm. As with their predecessors, this newest generation offers its own unique set of leadership priorities—an important distinction in an era of change. What lessons has this new generation gleaned from senior colleagues? What initiatives do leaders feel will usher their firms to new heights? Where and how will marketing, sales, business development, and client service professionals pave the way for sustained success?

Moderator:
Kristin Calve, Co-Founder, Law Business Media

Panelists:
Hailyn J. Chen, Litigation Partner & Co-Managing Partner, Munger, Tolles & Olson LLP
Kathy H. Ku, Corporate & Securities Partner, Wilson Sonsini Goodrich & Rosati
Russell Lewis, Department Chair – Litigation (Houston) & Partner in Charge (Houston), Baker Botts LLP
Amy R. Patton, Partner & Co-Chair, Employment Law Group; Co-Chair, Marketing and Business Development Committee, Payne & Fears LLP
Chase Simmons, Chairman & Chief Executive Officer, Polsinelli LLP

It’s been said that one should never let a good crisis go to waste—especially when it comes to modern business. Despite hegemonic discourse to the contrary, law firms with stable coffers are aggressively entering markets, opening offices, eyeing potential acquisitions, and investing in top-tier talent, all with an eye on lucrative work still to come. Recognizing the critical role of marketing and business development throughout this process, this session highlights practical strategies leveraged by leading firms. What approaches have proven effective at positioning firm services in local markets?

Moderator:
Suzanne Donnels, Chief Marketing Officer, Davies Ward Phillips & Vineberg LLP

Panelists:
Craig W. Budner, Global Strategic Growth Partner, K&L Gates LLP
Darren C. Hauck, Partner-in-Charge, Dallas office, Alston & Bird LLP
Ann Rainhart, Chief Strategy Officer, Taft Stettinius & Hollister LLP
Brett Spooner, Founder & Chief Executive Officer, Gravis Law, PLLC
Tiffany Zeigler, Director of Business Development, Alston & Bird LLP

Suffice it to say, the ability of firm executives to cultivate and retain top talent remains a key organizational priority. Firmwide coaching and professional development programs cater almost exclusively to legal personnel. But as client expectations and evolving notions of “value” continue to encompass professionals across technology, pricing, project management, knowledge services or marketing, conventional wisdom surrounding “non-lawyer” careers seems increasingly atavistic if not flawed. This session invites participants to share perspectives on where their firms sit on the talent management spectrum. What has or has not worked in terms of maximizing the business function’s full potential?

Moderator:
Amanda K. Brady, Managing Director & Chief Operating Officer, The Alexander Group

Panelists:
Ralph Allen, Chief Operating Officer, Allen Matkins Leck Gamble Mallory & Natsis LLP
Jessa Baker, Chief Operating Officer, Applegate & Thorne-Thomsen, P.C.
Larry Kleinberg, Executive Director, Atkinson, Andelson, Loya, Ruud & Romo LLP
Barbara A. Mica, Chief Operating Officer, Brownstein Hyatt Farber Schreck LLP

Please join us for four fifteen-minute presentations from our conference partners. Each presentation offers a compelling take on emerging legal marketing trends poised to impact the profession.

Partner Talk #1:
All Zoomed Out: Delivering High-Quality Training Content in the New Age of Social Distancing
Zoom has become a necessary evil for staying connected in the new age of social distancing.  But now that Zoom meetings and “webinars” have become ubiquitous in our work, school and home lives, everyone has Zoom fatigue and is looking once again for high-quality, professional produced content to teach and entertain us.  While some law firms have been using high-quality CLE content delivered online and on demand for years to engage with their lawyers, alumni and clients, more and more firms are leaning into this approach in the new age of social distancing.  Law firms also can use high-quality, training programs to help their lawyers supplement their in-person preparation of clients for important events, such as testifying at a deposition.  Finally, new platforms are offering law firms the opportunity to create innovative, high-quality CLE programs that directly reach a key audience (such as in-house counsel) and produce rich data for the law firms about the lawyers who viewed their programs.

Presenter:
Zach McGee, Chairman, New Media Legal Publishing, Inc. & Senior Vice President, Business Affairs, Sony Pictures Home Entertainment

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Partner Talk #2:
Cross-Selling: A Data-Driven Approach to Client Expansion
As the global legal services market continues to evolve, law firms continue to look inward to differentiate themselves from competitors and maximize new business opportunities within the partnership. This brief presentation highlights what your firm’s financial data is telling you about your business and how to formulate sustainable client expansion strategies. We will discuss how to create personalized digital pitches that highlight your most relevant talent and experience and move beyond staid email or PDF attachments to help separate your firm from the pack.

Presenters:
Kalisha Crawford, Director of Marketing & Business Development, Ropers Majeski PC
Jason Noble, President, ikaun

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Partner Talk #3:
Overcoming the Law Firm Sales Pipeline Breakdown
Law firms historically rely on marcom and RFPs to attract new matters. But in relationship-driven business, it is the lawyers’ professional networks that secure meaningful client opportunities. How can law firms harness the full potential of their lawyers’ relationships when many partners resist business development, won’t regularly use CRM, and can’t be held accountable to a sales strategy? In this program, David Ackert shares frameworks, strategies, case studies, and tactical solutions to the law firm sales pipeline conundrum.

Presenter:
David Ackert, President, Ackert Inc.

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Partner Talk #4
Back Off Man, I’m a (Marketing) Scientist
Already accelerated by the pandemic, the push for greater return on your marketing efforts is only increasing. Showing a direct impact on new business has always been a challenge for legal marketers, but now there is a way forward. The nascent realm of Marketing Science combines the large pool of marketing engagement data with existing opportunity and financial metrics to provide a clear picture on marketing’s role in bringing dollars through the door. Here you will learn about how a Marketing Scientist fits with your team, the data you’ll need and why you shouldn’t feel overwhelmed by this paradigm shift.

Presenter:
Jason Kennedy, Marketing Systems Consultant, Wilson Allen

Please join us for cocktails and canapés as we reflect upon the day’s discussions. Spouses and significant others are welcome.

Please join us for breakfast in the Monarch Bay Courtyard.

New Law’s presence in legal services has generated considerable buzz throughout the years, with many now embracing the philosophical tenets of “transformation” and “innovation” that once threatened to disrupt the status quo. By its very nature, New Law and its myriad iterations can be difficult to define: to some, it is a marketing tool forged amid rote competition, while others view the push to reinvent legal service delivery as a strategic lever in a broader, more complex journey of enterprise growth. This conversation offers an important opportunity for distinguished industry leaders to discuss how recent events and their current organizational approach to New Law are influencing client service, business development, and capital investments for the remainder of the year.

Moderator:
Lucy Endel Bassli, Founder & Principal, InnoLaw Group, PLLC

Panelists:
Kunoor Chopra, Vice President, Legal Services, Elevate Services
Mark Ross, Principal, Legal Business Services, Deloitte Tax LLP
Jason Solomon, Executive Director, Center on the Legal Profession, Stanford Law School

In the COVID-19 era, deft practice group management is essential. Even in the best of times, practice group leaders (PGLs) must drive efficient service delivery and exert their influence over new business opportunities and growth. Unfortunately, given all that’s transpired, practice growth performance has been decidedly uneven, and many PGLs face crucial decisions as leaders, collaborators and trusted firm champions. This conversation explores the changing criteria of practice group productivity and oversight in the current climate. What innovative means are practice group leaders deploying to help drive business? How can marketing and business development leaders help support or usher in success?

Moderator:
Maggie Watkins, Senior Client Services Director, Womble Bond Dickinson (US) LLP

Panelists:
John G. Kerkorian, Strategic Planning Partner & Member, Management Committee, Ballard Spahr LLP
Mike McBride III, Attorney & Chair, Indian Law & Gaming Practice, Crowe & Dunlevy, P.C.
Joyce K. Soliman, Partner & Leader, Finance Section & Chair, Diversity & Inclusion Committee, Porter Hedges LLP

Brand, like beauty, is in the eye of the beholder. Every firm fancies itself a destination employer; and marketing teams work assiduously to highlight key cultural attributes (work-life balance, collegial settings) in order to attract top talent. Yet sometimes, for all the messaging put forth by employers, firm cultural realities may leave much to be desired. This session offers an earnest take on aligning marketing and communications with talent acquisition. How can firms stave off “rude awakenings” on the part of their newest hires?

Moderator:
Michael Ellenhorn, Founder & Chief Executive Officer, Decipher

Panelists:
R. Cameron Garrison, Managing Partner & Executive Committee Chair, Lathrop GPM
Iris Jones, Chief Marketing & Business Development Officer, Akerman LLP
D. Jason Lyon, Litigation & Hiring Partner, Hahn & Hahn LLP

Please join us in the Monarch Bay Courtyard for networking brunch as we conclude this year’s program.