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The 28th Annual Marketing Partner Forum

Open Range: New Frontiers, New Opportunities

Aug 18 - 20, 2021

In August 2021, Marketing Partner Forum returns to The Ritz-Carlton, Laguna Niguel in Dana Point, CA for three days of rigorous education and professional networking at one of the nation’s most luxurious properties. Conveniently situated near John Wayne/Orange County Airport (SNA), Long Beach Airport (LGB), and Los Angeles International Airport (LAX), Laguna Niguel is the ideal backdrop for one of the legal profession’s most revered programs dedicated to law firm profitability and client development in a dynamic legal services market. Please join us as we continue our annual examination of critical law firm marketing and client-oriented trends impacting the business of law.

Interested parties can view our digital brochure for more details.

Update

(8.3.21) – We are pleased to offer an All Access Pass for interested parties looking to view on-demand recordings of this year’s sessions. This pass includes nearly every conference session (excluding Wednesday workshops) and is available for viewing until December 31, 2021. Take advantage of our special pricing today!

(7.19.21) – Please be advised, we are at capacity for this year’s Forum. Interested parties are invited to join us at next year’s program in January 2022.

Couldn’t join us last year? Check out conference highlights from the 27th Annual Marketing Partner Forum in Key Biscayne!

At Thomson Reuters, the health and well-being of conference attendees is of paramount import. We are carefully monitoring the evolving global health situation and will advise on any conference-related developments as they arise. Please contact tri@thomsonreuters.com with any additional questions or concerns.

Event Details

Dana Point, CA

$895 USD (All Access Pass)

For questions about this event, please call 1-800-308-1700 or email us at tri@thomsonreuters.com

Why You Should Attend

  • Marketing Partner Forum is designed for client development partners, rainmakers, and the senior-most legal marketing and business development leaders across the profession.
  • Our content reflects the experience and sophistication of our international audience in terms of rigor, ambition and scope.
  • Attendees can engage venerable thought leaders both within and outside of the legal industry.
  • Our program offers ample networking opportunities and the stunning scenery, nightlife, spa and sun of Southern California.
  • Attendees can interact directly with senior clients and network for new business;
  • Refresh & reflect at our Wednesday Welcome Luncheon and Friday Bloody Mary Brunch;
  • And depart the event with practical takeaways to share with peers and firm leadership.

Who Should Attend

  • Law Firm Chief Marketing Officers
  • Senior Business Development Personnel
  • Business Development Partners
  • Client Relationship Partners
  • Chief Strategy Officers

Chair(s) and Faculty

Chair(s) Faculty
Silvia Coulter
Co-Founding Principal, LawVision Group LLC
Beth Marie Cuzzone
Chief Strategic Growth Officer, Goulston & Storrs PC
Justin Ergler
Director, Alternative Fee Intelligence and Analytics, GlaxoSmithKline
Duncan Wardle
Former Head of Innovation & Creativity, Disney
David Ackert
President, Ackert, Inc.
Ralph Allen
Chief Operating Officer, Allen Matkins Leck Gamble Mallory & Natsis LLP
Jessa M. Baker
Chief Operating Officer, Applegate & Thorne-Thomsen, P.C.
Lucy Endel Bassli
Founder and Principal, Chief Operating Officer, Kean Miller LLP
Christian Berger
Senior Advisor, Strategic Business Development, McGuireWoods LLP
Wendy Bernero
Global Chief Marketing Officer, Baker McKenzie
Brad Blickstein
Principal, Blickstein Group/Co-Head, NewLaw Practice Group, Baretz+Brunelle
Aaron Boersma
Legal Operations, Strategic Pricing & Analysis Lead, Google LLC
Steven Boutwell
Chief Operating Officer, Kean Miller LLP
Amanda K. Brady
Managing Director & Chief Operating Officer, The Alexander Group
Craig W. Budner
Global Strategic Growth Partner, K&L Gates LLP
Kristin Calve
Co-Founder, Law Business Media
Hailyn J. Chen
Litigation Partner & Co-Managing Partner, Munger, Tolles & Olson LLP
Kunoor Chopra
Vice President, Legal Services, Elevate Services
Silvia Coulter
Co-Founding Principal, LawVision Group LLC
Kalisha Crawford
Director of Marketing & Business Development, Ropers Majeski PC
Adam Crowson
Chief Executive Officer, Inspired Professionals LLC
Erin Stone Dimry
Chief Marketing & Business Development Officer, DLA Piper
Suzanne Donnels
Chief Marketing Officer, Davies Ward Phillips & Vineberg LLP
Mike Duffy
Director of Growth and Client Service, King & Spalding LLP
Michael Ellenhorn
Founder & Chief Executive Officer, Decipher
Deborah Farone
Strategic Advisor and Author, Farone Advisors LLC
Jonathan Fitzgarrald
Managing Partner, Equinox Strategy Partners
Laura Galeano
Chief Marketing Officer, Bilzin Sumberg Baena Price & Axelrod LLP
R. Cameron Garrison
Managing Partner & Executive Committee Chair, Lathrop GPM
Melanie S. Green
Chief Client Development Officer, Faegre Baker Daniels LLP
Miki Hanlen
Director of Marketing - Legal, Intapp, Inc.
Darren Hauck
Partner-in-Charge, Dallas office, Alston & Bird LLP
Iris Jones
Chief Marketing & Business Development Officer, Akerman LLP
Monica Johnson
General Counsel, Darigold
Jason Kennedy
Marketing Systems Consultant, Wilson Allen
John Kerkorian
Strategic Planning Partner & Member, Management Committee, Ballard Spahr LLP
Larry Kleinberg
Executive Director, Atkinson, Andelson, Loya, Ruud & Romo
Dash Kohlhausen
Deputy General Counsel, Fertitta Entertainment Inc.
Nancy L. Kostakos
Chief Marketing Officer, Troutman Pepper Hamilton Sanders LLP
Kathy Ku
Corporate & Securities Partner, Wilson Sonsini Goodrich & Rosati
Susan Raridon Lambreth
Founding Principal, LawVision Group & Chair and Founder, LPM Institute
Gloria Lee
Client Relations Partner, Rutan & Tucker, LLP
Karen Lessick
Associate General Counsel, Invenergy LLC
Russell Lewis
Department Chair – Litigation & Partner in Charge, Baker Botts LLP
Neel Lilani
Global Head, Tech Clients, Orrick Herrington & Sutcliffe LLP
Trish Lilley
Chief Marketing & Business Development Officer, Stroock & Stroock & Lavan LLP
D. Jason Lyon
Litigation & Hiring Partner, Hahn & Hahn LLP
Laura Maechtlen
Partner, Seyfarth Shaw LLP
Jennifer Manton
Managing Director & Chief Marketing and Business Development Office, Kramer Levin Naftalis & Frankel
Mike McBride
Attorney & Chair, Indian Law & Gaming Practice, Crowe & Dunlevy, P.C.
Zach McGee
Chairman, New Media Legal Publishing, Inc. & Senior Vice President, Business Affairs, Sony Pictures
Mark Medice
Principal, Data Science Practice Leader, LawVision Group LLC
Barbara Mica
Chief Operating Officer, Brownstein Hyatt Farber Schreck, LLP
Renee Miller-Mizia
Chief Marketing Officer, Dechert LLP
Jason Noble
President, ikaun, Inc.
Christopher Ochs
Director of Outside Counsel Management, Citigroup, Inc.
Amy Patton
Partner & Co-Chair, Employment Law Group, Payne & Fears LLP
Ann Rainhart
Chief Strategy Officer, Taft Stettinius & Hollister LLP
Jennifer Roberts
Senior Manager, Strategic Research - Egencia, Expedia Group
Mark Ross
Principal, Legal Business Services, Deloitte Tax LLP
Deborah Ruffins
Chief Marketing Officer, Perkins Coie LLP
Jennifer Schaller
Managing Director & Co-Founder, National Law Review
Amy Shepherd
Chief Marketing & Business Development Officer, Ballard Spahr LLP
Adam Silver
Chief Operating Officer and Managing Partner, McCalla Raymer Leibert Pierce, LLC
Jeff Silvestri
Partner (& Immediate Past Managing Partner), McDonald Carano LLP
Lisa Simon
Chief Marketing and Business Development Officer, Lewis Roca Rothgerber Christie LLP
Chase Simmons
Chairman & Chief Executive Officer, Polsinelli LLP
Joyce Soliman
Partner & Leader, Finance Section & Chair, Diversity & Inclusion Committee, Porter Hedges LLP
Jason Solomon
Executive Director, Center on the Legal Profession, Stanford Law School
Brett Spooner
Founder & Chief Executive Officer, Gravis Law, PLLC
Andrew Sprogis
Chief Innovation Officer, Katten Muchin Rosenman LLP
Darth Vaughn
Litigation Counsel & Legal Innovation & Technology Operations Manager, Ford Motor Company
Duncan Wardle
Former Head of Innovation & Creativity, Disney
Maggie T. Watkins
Senior Client Services Director, Womble Bond Dickinson
Jeffrey Wild
Firm Administrative Partner; Chief Strategy Officer; Chair, Real Estate & Environmental Practice, Benesch, Friedlander, Coplan & Aronoff LLP
Amy Yeung
General Counsel & Chief Privacy Officer, Lotame, Inc.
Tiffany Zeigler
Director of Business Development, Alston & Bird LLP

More Information

Agenda

Venue

Sponsors

Downloads

Event agenda

(all times local)

Wednesday August 18, 2021

12:00 PM PT Registration & Welcome Luncheon

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

1:00 PM PT Workshop #1: O Pioneers!: New Frontiers in Law Firm Pricing Strategy (Breakout)

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.

Workshop #2: The Good, the Bad and the Ugly: Building & Maximizing Law Firm Sales Teams (Breakout)

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

Workshop #3: Pattern Recognition 2.0: Predicting Client Profitability through Data Analysis (Breakout)

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

2:30 PM PT Networking Break
2:45 PM PT Workshop #1: O Pioneers!: New Frontiers in Law Firm Pricing Strategy (Breakout)

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 LambrethFounding 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.

Workshop #2: The Good, the Bad and the Ugly: Building & Maximizing Law Firm Sales Teams (Breakout)

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

Workshop #3: Pattern Recognition 2.0: Predicting Client Profitability through Data Analysis (Breakout)

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

4:15 PM PT Networking Break
4:45 PM PT Champagne Breakout #1: Roughing It: Recalibrating Law Firm Business Development & Marketing Spend (Breakout)

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

Champagne Breakout #2: Smoke Signals: Managing Global Marketing Teams (Breakout)

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

Champagne Breakout #3: A Fistful of Dollars: Evaluating Sponsorship Investments in Professional Organizations (Breakout)

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

5:45 PM PT Opening Night Reception

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

Thursday August 19, 2021

7:00 AM PT Nature Hike

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.

8:30 AM PT Networking Breakfast
9:20 AM PT Welcome & Opening Remarks

 

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

9:30 AM PT Ride the High Country: Recalibrating Strategic Direction in the COVID-19 Era

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

10:30 AM PT Networking Break
10:45 AM PT Keynote Address: The Shape of Progress: Designing Creativity Across the Enterprise

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

12:00 PM PT Networking Luncheon

Please join us for lunch in the Monarch Bay Courtyard.

1:00 PM PT Break
1:15 PM PT Breakout #1: Lone Wolves & Mavericks: Managing Law Firm Relationship Partners (Breakout)

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.

Breakout #2: Broken Fences: Law Firm Organizational Infrastructure & Collaborative Client Service (Breakout)

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

Breakout #3: Winding Canyons: Strategic Client Planning & Account Management in Today’s Challenging Environment (Breakout)

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

2:30 PM PT Networking Break

Please join us for breakfast in the Monarch Bay Courtyard.

2:45 PM PT No Country for Old Men: Marketing & Business Development Under Generation X

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

4:00 PM PT Networking Break
4:15 PM PT Breakout #1: Manifest Destiny: Marketing & Business Development Strategy Through Office Expansion (Breakout)

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

Breakout #2: Squandered Resources: Developing a Robust Business Function in the Firm (Breakout)

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

Breakout #3: Uncharted Realms: 2021 Partner Talks (Breakout)

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

 

*

 

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

 

*

 

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.

 

*

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

                                         

5:15 PM PT The Grand Reception

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

Friday August 20, 2021

8:30 AM PT Networking Breakfast

Please join us for breakfast in the Monarch Bay Courtyard.

9:30 AM PT True Grit: Examining New Law’s Impact on Modern Services

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

10:30 AM PT Networking Break
10:45 AM PT Breakout #1: Tall in the Saddle: Managing Practice Leader Performance & Group Profitability (Breakout)

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

Breakout #2: Bend of the River: Aligning Brand & Talent Acquisition to Reality (Breakout)

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

12:00 PM PT Bloody Mary Brunch

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

The Ritz-Carlton, Laguna Niguel

One Ritz-Carlton Drive
Dana Point, CA 92629

PAID LAW FIRM ATTENDEES
As part of your conference registration, Thomson Reuters will pay for 2 nights hotel room (including resort fee and taxes) at The Ritz-Carlton Laguna Niguel. Please include your estimated arrival and departure dates on the registration form, and we will book the reservation on your behalf. Emails containing hotel confirmation numbers will be issued beginning in September 2020. If your plans change and/or you wish to take advantage of the group guest room rate ($359/night plus a discounted $25/night resort fee, plus taxes) for an extended stay, please contact the hotel directly at 949.240.2000 or 877.266.6065 and provide them with your confirmation number (after receiving this from us). You will be asked to provide credit card information for additional nights. For questions regarding hotel rooms, please contact tri@thomsonreuters.com.

Eligible parties may request changes to their hotel room reservation by completing the following form. Please be advised, this form is only applicable if Thomson Reuters arranged your hotel room as part of MPF conference registration.

HOTEL CANCELLATION/MODIFICATION POLICY: RESERVATIONS MUST BE CANCELED/MODIFIED 7 DAYS PRIOR TO ARRIVAL TO AVOID A PENALTY.

Update (7/19/21): Please be advised, the cut-off date for guest room reservations has expired at the Ritz-Carlton, Laguna Niguel. Guest room availability is not guaranteed for any conference registrations past July 19. For paid law firm registrants, Thomson Reuters will work with the hotel on any available rooms.

FACULTY, SPONSORS & SPONSOR GUESTS
We have reserved a block of rooms at a negotiated group rate of $359/night plus a discounted $25/night resort fee, plus taxes. For guest room reservations at the group rate, please visit our dedicated booking link.

Alternatively, you may call The Ritz-Carlton Laguna Niguel at 949.240.2000 or 877.266.6065 and reference the “28th Annual Marketing Partner Forum.” The cut-off date for guest room reservations is Monday, July 19, 2021. Rooms are subject to availability. For questions regarding hotel rooms, please contact tri@thomsonreuters.com.

HOTEL CANCELLATION/MODIFICATION POLICY: RESERVATIONS MUST BE CANCELED/MODIFIED 7 DAYS PRIOR TO ARRIVAL TO AVOID A PENALTY.

Update (7/19/21): Please be advised, the cut-off date for guest room reservations has expired at the Ritz-Carlton, Laguna Niguel. Guest room availability is not guaranteed for any conference registrations past July 19. For faculty, sponsors and sponsor guests, please call the hotel directly and inquire about available rooms.

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