Thank you for attending the 2016 LMA New England Regional Conference. Click here to view the presentation materials.
MONDAY, NOVEMBER 14
5:00-6:15 Keynote Presentation
Great Law: Leadership in Innovation for the Next Decade of Opportunity
Deb Knupp, Akina
It’s time to change the conversation. In a sea of challenging headlines and dim predictions for the future of law – BigLaw, NicheLaw or NonLaw – it’s time to start talking about GreatLaw. GreatLaw is the place where the most profitable clients want to buy, the most talented people want to work and the most inspired leaders want to serve a bigger purpose in their communities and families. Innovation is required to access GreatLaw. Innovation in leadership, client experience, business models, jobs and roles, technology and new products/services.
The innovation study – Law2023 – provides an exciting look into the future of law and highlights 7 design principles and marketing disciplines to remain relevant and accelerate revenue over the next decade. This session will share the Law2023 principles and will provide concrete insight and tactics for what clients are saying, what innovative law firms are doing and how legal marketers can become the innovation architects within their firms to:
- Retain and expand existing client business;
- Attract new client business, and;
- Build a marketplace brand fueled by innovation that increases firm profitability to deliver a triple bottom line.
6:15-7:30 Cocktail reception
Location: Ballroom A
Thank you to Bernero & Press for sponsoring the reception!
TUESDAY, NOVEMBER 15
7:45-8:30 Breakfast & Registration
Location: Foyer/Ballroom A
8:30 – 8:45 Welcome Remarks
Katie Rutter, President, LMA New England Chapter
Yolanda Cartusciello, Partner, Bernero & Press
8:45-9:45 Opening Plenary
Harnessing Predictive Analytics to Drive Client Growth and Retention
Barbara Taylor, DLA Piper
Heather Reid, DLA Piper
Kim Rennick, DLA Piper
Dave Kuhlman, Axiom Consulting Partners
Mark Masson, Axiom Consulting Partners
Think you know what clients value? How to Use Big Data to be SURE. What if you could harness firm “big data” to accurately predict what clients truly value and will pay for? While law firm marketing and business development processes can be highly sophisticated, often times the work of predicting new trends and new client opportunities is reduced to guess work. Quite simply, we, as law firm professionals, think we know what clients value, but we really only know what they say they value. Harnessing a firm’s “big data” can tell a much more compelling and actionable story, that can be quite different from what a client says is important. Learn how DLA Piper LLP’s marketing team uses a predictive analytics (PA) model to harness its data, create market insights and make predictions that are more accurate than guessing what clients will pay for and value.
This program will cover:
- What big data is in the law firm context
- How to define a problem and then compile big data to develop a predictive analytics model
- How to implement a predictive analytics model to drive marketing and business development
- Building consensus and gaining leadership buy-in
9:45 – 10:00 Coffee Break
10:00-11:00 Breakout Sessions
The Vital Role of Marketing in Succession Planning
Bonnie Boul Ruszczyk, bbr Marketing
Succession planning is a hot topic in the industry right now, but little is said about the vital role marketing plays in creating a smooth transition. Whether it is successfully transitioning clients from a retiring partner or guiding the communication strategy through a merger or acquisition, it takes a great deal of planning, strategy, buy-in and scheduling to work well. We will discuss how to ensure you are a part of the planning discussions early in the process, as well as the steps needed and talent required to make any transition look as smooth as possible to all your internal and external audiences.
The Future of CRM – and the CRM of the Future
Chris Fritsch, ClientsFirst Consulting (Moderator)
Andrew Hutchinson, OnePlace
Dave Whiteside, Thomson Reuters
Jennifer Whittier, Cole Valley
Scott Winter, Lexis Nexis InterAction
A lot is has changed recently in the world of CRM for law firms. There are new products, new hosting options, new systems and new features being added to existing systems. With so much change, you have to wonder where all this is heading.
You won’t need a crystal ball to figure out what the future of CRM holds. During this presentation, a CRM success consultant and a panel of seasoned CRM providers will help to demystify the future of CRM. We will walk you through the systems, the options and some of the most exciting new features that can provide firms with real value such as:
- Signature scraping
- Relationship scoring
- Opportunity pipelines
- Activity and referral tracking
- Business card scanning
- Company data enhancement
Our panel of CRM ‘futurists’ will also provide you with their predictions for what the future of CRM may hold. And while the future of CRM may be uncertain, what is clear is that future CRM success will require that we focus on as much on people and process as the technology, so our experts will share information, ideas and best practices for
- Overcoming adoption issues
- Securing leadership and attorney buy-in
- Communicating effectively
- Dealing with data quality
- Getting return on CRM investment
No question, with all of the knowledge shared during this session, your CRM future will definitely be bright.
JUNIOR TRACK: Natural Born Sellers
Kelli Proia, Lawducate
What is sales? At its basic level, sales is moving someone from where they are to where you want them to be. Most people think of sales as getting someone to buy the products or services you are offering. That is a very narrow definition of sales.
As Dan Pink says in his book, To Sell is Human: The Surprising Truth About Moving Others:
“According to the U.S. Bureau of Labor Statistics, one in nine Americans works in Sales. But dig deeper and a startling truth emerges: so do the other eight. Whether we’re employees pitching colleagues a new idea, entrepreneurs enticing funders, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now.”
Think about it. Even something as routine as interviewing for a job or getting a child to eat broccoli is at it’s very essence a sales pitch.
Believe it or not, a lawyer’s job is all about selling. In every court room in America, the prosecution and defense work hard to “sell” their version of events to a judge or jury. Today, Lawyers all over the world are pitching their solution to a legal problem to their clients, opposing counsel and senior partners. The truth is lawyers have always been great sales people. They just didn’t know it.
How do you convert non-sales selling into real selling? Using Dan Pink’s book as a guide, attendees will learn about the 3 most valuable qualities people need to be successful at selling in the 21st Century.
11:10-11:35 Ted-Style Talk:
The Accountability Conundrum: Getting Lawyers Engaged in BD and CRM for Better ROI
David Ackert, The Ackert Advisory
According to recent market-wide studies, the most pressing business development challenge facing marketers today is lack of lawyer accountability. How can firms hope to compete in today’s marketplace when their lawyers are reluctant to prioritize BD activities and won’t use CRM for pipeline tracking? And how can marketers coach lawyers effectively for consistent follow-through? In this TED talk, David Ackert shares insights and resources that address the accountability conundrum.
11:45-12:30 Lunch and Networking
12:30-12:55 Ted-Style Talk:
Mindfulness in the Workplace
Rachel Shields Williams, Sidley Austin LLP
Mindfulness is often thought of as a meditative activity that requires absolute focus and some type of Zen quite hideaway and for legal marketers who are often zipping to each project hardly catching their breath, burning the candle at all ends; the idea of mindfulness can seem like a lofty and unattainable goal. However in reality mindfulness can be integrated in to everything we do, and the benefits of mindfulness include better stress management, creativity, focus, and improved relationships. All things that we as legal marketers need to keep sharp and ever at the ready in this rapidly changing world of legal marketing. And we will not only explore the whys of mindfulness but also include examples of mindfulness and meditation you can do any where anytime.
1:10-2:10 Breakout Sessions
How Marketing Departments Are Devoting More Resources to Legal Project Management
Jim Hassett, LegalBizDev (Moderator)
Andrea Danzinger, Loeb & Loeb
Geoff Goldberg, Ropes & Gray
Robyn Radomski, Bingham Greenebaum Doll
This 50-minute panel will discuss how law firms have traditionally approached the “Four Ps of marketing” – price, product, promotion, and place – by focusing primarily on promotion and why that can be a mistake in today’s economic environment. The panel will expand on the discussion started by the influential Bloomberg BNA article “Why Law Firms Must Change Their Marketing Priorities” (http://tinyurl.com/marketingpriorities). Panelists will describe how their marketing and business development departments have increased their emphasis on “product” through coaching and training in legal project management and pricing. They will also discuss how to balance that need against the resources required for traditional promotional activities such as events, advertising, websites, and brochures.
Shades of Gray: Navigating the Ambiguous World of Marketing, Communications and Business Development in Law Firms
Spencer Baretz, Baretz + Brunelle
Konstantin Shishkin, Goodwin
In a fireside chat-style discussion, Konstantin Shishkin, Director of Communications for Goodwin, and Spencer Baretz, Founding Partner of Baretz+Brunelle, will challenge one another on the increasingly unclear world of where marketing, communications, sales and business development converge. Where is the line drawn? What truly constitutes PR? How far can one go with native advertising? Who should be responsible for a firm’s content marketing strategy and how it is implemented and measured for success? How do we harness the many gray areas for our ultimate purposes: to drive visibility and generate business?
Kon and Spencer will explore these questions and others through an in-house vs. agency lens, and will discuss the various opportunities out there which have left many of us puzzled.
They will also discuss specific content marketing examples to show how firms and clients are overcoming these gray areas. Additionally, they will explore the growing trend of “account-based” marketing and its impact on legal marketing.
JUNIOR TRACK: Effective Teaming: How BD Managers and Specialists Collaborate to Provide Excellent Customer Service
Kate Eisenberg, BD Manager, Mintz Levin
Kara Bilberg, BD Specialist, Mintz Levin
Andrea Burke, Client Development Director, WilmerHale
Savannah Alden, Client Development Specialist, WilmerHale
Business Development Managers and Business Development Specialists/Coordinators that jointly support practice groups must often run practice group meetings and retreats, respond to RFPs and pitch requests, develop new collateral, submit for surveys, coach attorneys, maintain the thought leadership machine, and run everything in between! Both jobs are extremely busy and in order to be effective, managers and specialists need to be in synch. This presentation will address a number of areas that are critical to effective teaming. Speakers will share their views on the following:
- Division of labor – how do they effectively collaborate on projects such as Chambers or collateral development
- Communication and project management
- Sharing feedback with one another
- Mutual growth opportunities – how to build careers in synch
Attendees at the manager level will learn management tips related to encouraging and motivating millennial team members. This session may also provide new ideas for how to collaborate.
Attendees at the specialist / coordinator level will gain insight into what their managers are looking for and how to reach up to create new opportunities and shape your career path.
2:10 – 2:30 Coffee Break
Location: Ballroom A
2:30-3:30 Afternoon Plenary
Navigating Unconscious Bias: Potential Impact and Real World Strategy
Patricia Hennessy, Hennessey Consulting Group
Marguerite Fletcher, Fletcher Legal Consulting
What happens when our brains make quick assessments without us even knowing the process is taking place? Do we move towards or step back from certain people? Do we make positive or negative judgments? Do we assume potential or dismiss value? Split-second decisions our brains are making throughout our day have an impact on how we do our jobs.
Together we will explore the concept of unconscious bias and consider the impact it has on interactions within our working group. We will help participants evaluate how they engage the practicing lawyers within their firms in marketing and business development efforts, and how they interact with clients and potential clients. Finally, we will strategize ways to uncover the process and minimize the negative consequences in order to maximize marketing and business development efforts in the law firm of the future.
- Deepen their awareness of their own unconscious biases;
- Examine the impact on how they are doing their jobs;
- Enhance skills for leveraging differences in the workplace
3:30 – 3:45 Coffee Break
Location: Ballroom A
3:45-4:45 Closing Plenary
Positive Disruption: Reimagining the Client Development Function in Transformational Times
Wendy Bernero, Bernero & Press
JeanMarie Campbell, Ropes & Gray
As law firms attempt to drive meaningful, client-driven change to the way they provide legal services, marketing and client development functions must also adapt to provide value that helps their firms navigate through uncharted territory. This may necessitate reorganization of responsibilities, processes and the very definition of marketing within a law firm. At the same time, when push comes to shove, someone needs to finish that Chambers submission and that RFP. In this session, using data compiled from Bernero & Press’s soon-to-be released white paper on this subject, we will discuss ways in which marketers can effectively work with lawyers and administrators, vendors, and the latest technology to disrupt the status quo and reinvent the client development function.
Attendees will be provided with real-world examples (or work through a case study) together to brainstorm fresh solutions to the usual issues standing in the way of innovation of the marketing function.
Attendees will understand how to:
- Deliver client development services that drive achievement of firm, practice and partner business goals.
- Prepare themselves to thrive in the legal landscape of the future as law firms reinvent themselves
- Demonstrate/model the behaviors that we are preaching to our lawyers and law firms regarding adding value, listening to/getting feedback from clients, improving client satisfaction, using technology, improving processes and streamlining service delivery.