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The 29th Annual Marketing Partner Forum

Fates Reforged: Law Firm Strategic Planning in the New Client Era

Jan 19 - 21, 2022

In January 2022, the Thomson Reuters Institute is pleased to host the 29th Annual Marketing Partner Forum at The Ritz-Carlton, Amelia Island in Fernandina Beach, FL for three days of rigorous education and professional networking at one of the nation’s most luxurious properties. Conveniently situated 30 minutes from Jacksonville International Airport (JAX), Amelia Island 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.

Sign up today! Online registration now available.

Cancellation Policy:
The Thomson Reuters Institute is offering a full refund for any cancellation requests received up to two weeks prior to our program.

Couldn’t attend this year’s program? Check out highlights below!

 

Event Details

Amelia Island, FL

$2695 USD (Law Firm Attendees)

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 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 profession through interactive sessions and invigorating presentations filled with practical takeaways.
  • Our program offers ample networking opportunities and the stunning scenery of one of Northern Florida's most treasured enclaves.
  • 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 exciting ideas to share with peers and firm leadership.

Who Should Attend

  • Law firm Managing Partners
  • Practice group leaders
  • Client service or relationship partners
  • Chief Marketing Officers
  • Chief Strategy Officers
  • Senior business development personnel
  • Rising legal all-stars

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

More Information

Agenda

Venue

Sponsors

Downloads

Event agenda

(all times local)

Wednesday January 19, 2022

12:00 PM ET Registration & Welcome Luncheon

Please join us for lunch on the Ocean Front Lawn as we kick off our 2022 program.

1:00 PM ET Wednesday Workshop #1: Altruistic Intent: New Business Opportunities Around Social Impact, Sustainability, & ESG Initiatives (Breakout)

Long before recent events brought social inequity to the fore, influential groups such as the Business Roundtable called upon corporate entities “to create value for all [company] stakeholders” (customers, employees, suppliers, shareholders, and communities) in an increasingly fractious and volatile political climate. In 2022, after a year wherein many organizations embraced corporate sustainability, social impact, or environmental, social, and governance (“ESG”) initiatives, the legal services sector is poised to offer meaningful change for clients committed to noble and intentional “purpose.” This workshop asks participants to examine the social, strategic, and fiscal impact of CSR investments across their firm. Are legal services providers maximizing the synergies between new business development and CSR/ESG in a landscape rife with opportunity?

 

Moderator:
Pamela Cone, Founder & Chief Executive Officer, Amity Advisory

Wednesday Workshop #2: Course Correction: Stress-Testing a Law Firm Industry or Sector Approach (Breakout)

Industry or sector strategy has been a popular trend in legal services. According to Thomson Reuters Strategic Insights data, resource allocation and budgetary investment around sectors and industries affords tangible market impact—including robust favorability drivers and realization rates—on both a regional and international scale. Since the pandemic’s onset, however, new market research suggests a decidedly uneven ROI for the nearly 66% of Am Law 100 firms deploying this nascent service model—a reality forcing many to recalibrate their approach. How are firms assessing their go-to-market strategy in an evolving client environment? What lessons do data and client feedback tell us about competing at home and abroad?

Wednesday Workshop #3: The Young and the Restless: Coaching Professional Development Among Associates (Breakout)

Business development upskilling within the law firm Associate and Of Counsel ranks is a crucial driver for success. Indeed, as client-facing assets, both demographics have tremendous potential to leverage client relationships and bring forth exciting business opportunities that might overwise fall through the cracks. At some firms, professional development teams assume primary responsibility for cultivating a “rainmaker” mindset. Conversely, other firms may look toward marketing leaders or outside consultants to effectuate career success. This workshop offers a practical dive into law firm associate behavior, professional growth, and coaching techniques. What processes work best at unlocking business development potential for junior members of the firm? How can firms better encourage and accelerate associate-driven business opportunities from “lead” to formal engagement?

 

Presenters:
Anne Zambrano, Senior Business Development Manager, Carlton Fields, P.A.

2:30 PM ET Break
2:45 PM ET Wednesday Workshop #1: Altruistic Intent: New Business Opportunities Around Social Impact, Sustainability, & ESG Initiatives (Breakout)

Long before recent events brought social inequity to the fore, influential groups such as the Business Roundtable called upon corporate entities “to create value for all [company] stakeholders” (customers, employees, suppliers, shareholders, and communities) in an increasingly fractious and volatile political climate. In 2022, after a year wherein many organizations embraced corporate sustainability, social impact, or environmental, social, and governance (“ESG”) initiatives, the legal services sector is poised to offer meaningful change for clients committed to noble and intentional “purpose.” This workshop asks participants to examine the social, strategic, and fiscal impact of CSR investments across their firm. Are legal services providers maximizing the synergies between new business development and CSR/ESG in a landscape rife with opportunity?

 

Moderator:
Pamela Cone, Founder & Chief Executive Officer, Amity Advisory

Wednesday Workshop #2: Course Correction: Stress-Testing a Law Firm Industry or Sector Approach (Breakout)

Industry or sector strategy has been a popular trend in legal services. According to Thomson Reuters Strategic Insights data, resource allocation and budgetary investment around sectors and industries affords tangible market impact—including robust favorability drivers and realization rates—on both a regional and international scale. Since the pandemic’s onset, however, new market research suggests a decidedly uneven ROI for the nearly 66% of Am Law 100 firms deploying this nascent service model—a reality forcing many to recalibrate their approach. How are firms assessing their go-to-market strategy in an evolving client environment? What lessons do data and client feedback tell us about competing at home and abroad?

Wednesday Workshop #3: The Young and the Restless: Coaching Professional Development Among Associates (Breakout)

Business development upskilling within the law firm Associate and Of Counsel ranks is a crucial driver for success. Indeed, as client-facing assets, both demographics have tremendous potential to leverage client relationships and bring forth exciting business opportunities that might overwise fall through the cracks. At some firms, professional development teams assume primary responsibility for cultivating a “rainmaker” mindset. Conversely, other firms may look toward marketing leaders or outside consultants to effectuate career success. This workshop offers a practical dive into law firm associate behavior, professional growth, and coaching techniques. What processes work best at unlocking business development potential for junior members of the firm? How can firms better encourage and accelerate associate-driven business opportunities from “lead” to formal engagement?

 

Presenters:
Anne Zambrano, Senior Business Development Manager, Carlton Fields, P.A.

4:15 PM ET Networking Break
4:45 PM ET Champagne Breakout #1: Fallow Earth: Building the Next-Generation Law Firm Marketing Department

With the pandemic laying bare areas of growth and opportunity for law firm marketing chiefs, assessing the limitations of one’s current departmental structure is both a prudent and timely business exercise. Client needs requiring specialty skill sets or more intentional collaboration suggest that traditional departmental silos are increasingly atavistic—perhaps more so than ever—and ill-equipped for a market transformed. This conversation invites law firm marketing leaders to envision a more malleable operational model for their firm. What skills or roles should be (de)prioritized in the near or distant future?

 

Facilitators:
Jon Brewer, Global Head of Marketing & Sales, Orrick, Herrington & Sutcliffe LLP

Champagne Breakout #2: Guided Passage: The Evolving Law Firm Website & Digital Client Journey

As hybrid work arrangements continue to surge, the heightened significance of interactive websites and a robust digital footprint presents a fantastic opportunity for law firm leaders. Savvy CMOs recognize that industry-wide practices once governing law firm web presence no longer pass muster in an era of speed, accessibility, and efficiency. Moreover, with both high- and low-end competition still eating away at the proverbial pie, it is increasingly likely that firms failing to reimagine their digital client journey risk far more than the immediate, upfront costs associated with infrastructure investment. This roundtable offers guidance on the new law firm website parameters. What considerations must every law firm executive adopt to maintain and enhance market presence?

Champagne Breakout #3: The Longest Hours: Quantifying Marketing’s Impact to the Business

An unfortunate consequence of the COVID-19 pandemic has been the collateral damage wrought on marketing department budgets and leaders alike. Even in the best of times, marketing is seen as a non-essential business function within certain firm corridors. Yet the fact remains that many marketing and client service departments drastically enhanced their productivity throughout 2020 and 2021—often despite exigent austerity. This workshop invites law firm marketing and business development executives to define and quantify the impact of their departmental value to the broader partnership. How can CMOs socialize the indispensable role of marketing amidst fiscal and operational scrutiny?

5:45 PM ET 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 January 20, 2022

8:30 AM ET Networking Breakfast
9:20 AM ET Welcome & Opening Remarks
9:30 AM ET The Bold and the Beautiful: Building the Next-Generation Corporate Legal Department

Building or revamping a corporate legal function is no small feat—especially in a global pandemic. Each department has its own set of priorities or needs when it comes to talent acquisition and output. But in a tenuous global economy and era of modest spend, how resourceful must General Counsel and Chief Legal Officers be to sufficiently service their clients? This conversation offers a candid look at the evolving corporate legal department organizational chart. How are in-house leaders addressing talent needs or skillset gaps within their own team? Where do legal operations personnel, data scientists, or technology specialists sit within the COVID-era business model? And what opportunities exist for law firms and technology partners to ensure their clients’ success?

10:45 AM ET Morning Break
11:00 AM ET Thursday Keynote
12:00 PM ET Networking Luncheon

Please join us for lunch on the Ocean Front Lawn.

1:00 PM ET Break
1:15 PM ET Breakout #1: Arrested Development: Law Firm Strategic Planning Around Junior Partners (Breakout)

Suffice it to say, the past twenty-four months have proven especially challenging for many junior law firm partners. Thanks to a global pandemic, many individuals struggled to establish a core book of business or build upon personal brands within an ever-evolving remote work environment and tepid business climate. Recent Harvard Law School research further attests to a generational shift among legal professionals toward greater work-life balance, alternative career pathways, and improved social awareness on the part of one’s employer, colleagues, or self. Viewed through a comprehensive lens, such headwinds augur a potential headache for law firm leaders and professional development peers. This session examines junior partner performance and professional development strategies for the modern COVID era. How does one address common professional, practical, and philosophical sentiments endemic to this key demographic?

 

Panelists:
Amanda Bruno, Chief Business Development Officer, Morgan, Lewis & Bockius LLP
Jennifer L. McQueen, Director of Client Service, Miller, Canfield, Paddock and Stone, PLC

Breakout #2: Towers of Babel: Managing Disparate Data Across the Firm (Breakout)

At a given organization, the myriad, often diffuse outreach by partners, associates, marketing, or financial professionals yields important data points around which savvy law firms measure value and client impact. Thanks to third-party providers and in-house systems, tracking and consolidating business intelligence has never been easier. Yet are law firms truly harnessing their data capabilities? This master class addresses two core objectives: how to aggregate datapoints that determine client engagement and how to quantify meaningful value at a matter or institutional level. Our facilitators will share essential guidance on how top organizations are mastering industry-leading, data-driven growth through scalable and collaborative means.

 

Moderator:
Chris Fritsch, CRM Success Consultant & Founder, CLIENTSFirst Consulting

Breakout #3: Abundant Harvest: Managing Long-Term Merger Strategy and Growth (Breakout)

Beyond the immediate hurdles expected in law firm combinations, leading firms engage in multi-year strategic planning to maximize business growth. Whether through small acquisitions or massive corporate tie-ups, marketing and client service leaders, given the unique headwinds of late, are focused on flexible, scalable, and sustainable revenue roadmaps accounting for (pan-)industry disruption. What lessons can leaders who successfully navigated—or are currently experiencing—organizational transformation share about their revenue strategy? Where and how do our panelists see compelling opportunity with respect to new market presence or practice area(s)?

 

Panelists:
Jennifer Castleberry, Chief Marketing & Business Development Officer, Foster Garvey PC
Michael Ellenhorn, Founder & Chief Executive Officer, Decipher

 

2:30 PM ET Networking Break
2:45 PM ET Still Waters Run Deep: Aligning Client Acquisition with Enterprise Culture

On occasion, a seemingly innocuous new business opportunity or client matter invites reputational risk and inherent tension for the firm. Under such circumstances, and with senior leadership forced to react, marketing and communications teams lead the charge in controlling public narratives or mitigating strife within and outside the organization. Like it or not, a firm’s reputation is only as strong as the integrity of its clients. And senior marketing leaders, well-aware of this truth, recognize that adopting a proactive stance throughout the client conflicts or intake process can help circumvent potential challenges down the road. This session offers essential guidance on managing “toxic” clients for the firm. How are firms reconciling new business development with philosophical or reputational concerns?

4:00 PM ET Networking Break
4:15 PM ET Mixology Roundtable #1: Steady Progress: Impact and Opportunity with the Mansfield Rule (Breakout)

Since its inception, the Mansfield Rule has ostensibly helped firms advance DEI initiatives and meet client expectations on any number of given matters. Alongside the managing partner or executive board, many law firm marketing leaders play a crucial role in helping ensure Mansfield Rule certification vis-à-vis ongoing metrics reporting and strategic communications highlighting a vibrant talent pipeline. Yet for all the energies devoted to this noble initiative, are firms truly satisfied with their current ROI? Can more be done—whether internally or externally—to help maximize the Mansfield Rule’s impact across the enterprise? This roundtable invites participants to weigh in on the overall effectiveness of Mansfield Rule certification from a talent management and business development perspective.

 

Panelists:
Martine Cumbermack, Partner & Co-Chair, Diversity Committee, Swift, Currie, McGhee & Hiers, LLP
Daniel R. Owen, Chief Strategy & Marketing Officer, Robins Kaplan LLP

Mixology Roundtable #2: The Arc of Innovation: Fostering Next-Generation Client Service (Breakout)

The role of law firm Chief Innovation Officers is a significant development in professional services. Hailing from both within and outside the industry, Chief Innovation Officers (“CINO”) are frequently tasked with differentiating their employer in the market, “operationalizing” new processes and strategies, or reimagining client service across the firm. Technology and Marketing teams are crucial partners in effectuating CINO priorities. Their expertise around client account management and the modern customer journey can yield sustained, meaningful success. Leveraging insights from across sectors, this conversation explores the intersection between process improvement and experiential design for the modern professional services organization. How can marketing chiefs and heads of innovation collaborate to transform the enterprise? Where and why can even the most thoughtful or progressive firm augment its client journey?

 

Panelists:
David A. Rueff Jr., Shareholder & Chief Client Solutions Officer, Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

Mixology Roundtable #3: Launch Point: 2022 Partner Talks (Breakout)

Please join us for a series of fifteen-minute executive presentations from some of our conference sponsors.

 

5:15 PM ET The Grand Reception

Please join us for cocktails and canapés on the Oceanfront Lawn. Spouses and
significant others welcome.

Friday January 21, 2022

8:30 AM ET Networking Breakfast

Please join us for breakfast on the Oceanfront Lawn.

9:30 AM ET Breakout #1: One Life to Live: Client Retention through Succession Planning (Breakout)

According to new Pew Research, 28.6 million Baby Boomers—those born between 1946 and 1964—retired in the third quarter of 2020—a 3.2 million increase over the same quarter in 2019. In the legal profession, with the anticipated exodus of senior partners still largely unrealized, shrewd firms are partnering directly with clients to affect a seamless transition and preserve long-standing, institutional relationships. This conversation solicits insights from in-house counsel and law firm professionals on the art of strategic planning. How empowered should clients feel to discuss a change in their legal representation? What conversations or key considerations must marketing and business development leaders deploy to ensure a warm handoff?

Breakout #2: Seek the Horizon: Competing Upstream in Legal Services (Breakout)

As New Law and Big Four multinationals continue their onward push, firms large and small find themselves frequently competing upstream to win legal work and maintain market share. Indeed, according to recent Thomson Reuters intelligence, countless hours spent on administrative tasks (e.g. billing & document management), as opposed to practicing law, continues to plague many solo practitioners and boutique firms in need of expansive technological and infrastructure investments. Similarly, large- and medium-sized firm leaders lament the formidable efficiency and price point advantage of their ALSP and Big Four brethren at a moment when the ABA’s passage of Resolution 115 and rise of state-sponsored “regulatory sandbox[es]” suggest even greater industry upheaval to come. This discussion offers a practical take on strategic growth for large and small organizations. Where and how might firms have a tangible advantage over their larger peers?

 

Panelists:
Terri Pepper Gavulic, Chief Executive Officer, TerraLex
Kim Heinrich, Vice President, Global Marketing Director, Meritas

10:30 AM ET Morning Break
10:45 AM ET Another World: The 2022 Marketing Partner Forum Startup Alley

Each year, the global proliferation of legal tech startups affords law firms and corporate clientele ample opportunity to engage with or deploy an exciting array of inspiring change agents capable of reimaging the profession. As key business decision makers, law firm marketing chiefs routinely select talented business partners capable of reimagining their firm’s client experience and overall growth trajectory amid vociferous competition. This year’s program concludes with an immersive exhibition of some of the industry’s most promising visionaries and disruptors. Join us and meet the newest generation of technology entrepreneurs poised to transform legal services.

12:00 PM ET Bloody Mary Brunch

Please join us for a casual brunch as we conclude this year’s program. Spouses and significant others welcome.

The Ritz-Carlton, Amelia Island

4750 Amelia Island Parkway
Amelia Island, FL 32034
904.277.1100 (phone)

PAID DELEGATE ATTENDEES:
As part of your conference registration, Thomson Reuters will cover 2 nights hotel room (including resort fee and taxes) at The Ritz-Carlton, Amelia Island. Please include your estimated arrival and departure dates during online checkout. We shall book a reservation on your behalf. Emails containing hotel confirmation numbers will be issued beginning in November 2021.

If your plans change and/or you wish to take advantage of the group guest room rate ($329/night plus a discounted $20/night resort fee, plus taxes) for an extended stay, please contact the Thomson Reuters Institute directly at TRI@thomsonreuters.com for assistance. (Please be advised, due to privacy considerations, reservations submitted by the conference event team can only be amended by Thomson Reuters.)

FACULTY & SPONSORS:
Faculty and sponsors are responsible for booking their own hotel accommodations. Interested parties may either book their room online or call the hotel directly at 888.239.1217 to book the “Thomson Reuters Marketing Partner Forum” guest room rate ($329/night plus a discounted $20/night resort fee, plus taxes). You will be asked to provide a credit card when booking your room. All reservations must be received by Monday, December 27, 2021.

Online Reservations

HOTEL CANCELLATION/MODIFICATION POLICY:
Reservations must be cancelled/modified 7 days prior to arrival to avoid a penalty. Cancellations made within 7 days prior to arrival will forfeit the first and last night’s room rate and tax. No-shows will be charged the full room revenue for the dates of the reservation.

TRAVEL & DIRECTIONS:
The Ritz-Carlton, Amelia Island is located 30 minutes from Jacksonville International Airport.

Please refer to official driving instructions for more details.

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