The 33rd Annual Chief Marketing & Business Development Officer Forum
Event details
Couldn’t make it? Check out our Executive Summary in the “Downloads” section below.
What you will gain
- The Chief Marketing & Business Development Officer Forum is designed for 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 the legal ecosystem through interactive sessions and lively presentations.
- Our program offers ample networking and stunning scenery sweeping across the ocean shore.
- Refresh & reflect at our various receptions and luncheons to depart with exciting ideas to share with colleagues and leaders.
Recommended for
- Chief Marketing / Business Development Officers
- Chief Strategy Officers
- Chief Innovation Officers
- Law Firm Managing Partners
- Executive committee members
- Practice group leaders
- Client service or relationship partners
For questions about this event, please call 1-800-308-1700, ext. 1 or email us at TRIsales@thomsonreuters.com
Speakers
Fran Lebowitz
Mike Abbott
David Ackert
Speakers
Fran Lebowitz
Mike Abbott
David Ackert
Alessandra Almeida Jones
Julie Amos
Zena Applebaum
Lisa Azzuolo
Erin Banks
Azeema Batchelor
Aubrey Bishai
Jon Brewer
Gina Carriuolo
Julie Chodos
Julie Cohen
Maura Connell Brandt
Brian Colucci
Silvia Coulter
Charlotte Croker
Jen Dezso
Justin Edmondson
Mimi Eingorn
Will Eke
Jonathan Fitzgarrald
Laura Fulton
Sheenika Gandhi
Robin Gerard
Hans Haglund
Jeanne Hammerstrom
Dayle Hauserman
Julie Henson
Chris Hinze
Michael Idinopulos, PhD
Judith Itkin
Iris Jones
Koree Khongphand-Buckman
M. Ashraf Lakhani
Andrew Laver
Mariana Loose
Adrian Lurssen
Kelly MacKinnon
Barbara Malin
David McClune
Ray Meiring
Erin Meszaros
Michael Michaelides
Oliviana Mingarelli
Kelly Mixon Morgan
Stacey Morrow
Heather Morse
Danielle Paige
Nicole Petrie
Angela Petros
Brenda Plowman
Peter Pochna
Dave Poston
Jennifer Reeves
Kimberly Rennick
Ian Ribald
Rich Robbins
Clara Rodriguez
Jen Sander
Nora Shearer
Julie Snow-Samanant
Adam Soames
Liz Sobe
Sona Spencer
Catherine Stoddard
Vanessa Torres
Kerri Vermeylen
Meranda Vieyra
Gillian Ward
Mark Wasserman
Tiffany Zeigler
Agenda
(all times local)
Registration & Welcome Luncheon
Please join us for lunch as we officially launch our program.
Conference Workshops (Breakout)
Attendees are invited to participate in the workshop of their choice.
Casting a Wider Net: Rethinking Demand Generation for Mid-Law Business Development Teams (Breakout)
While large law firms may have dedicated teams for each stage of the sales funnel, mid-sized firms often rely on leaner, more flexible business development resources. Given this, it is imperative that mid-sized firms build efficient and effective demand generation programs to support BDRs with existing infrastructure. Within resource constraints, how can firms implement scalable outreach frameworks that drive visibility and credibility with prospective clients? Join us as we explore smart segmentation strategies, hybrid automation-personalization tactics, and CRM-enabled targeting that create high-value opportunities without overwhelming the firm’s resources.
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Shoals of Success: Designing Non-Equity Partner Business Development Programs that Drive Growth and Retention (Breakout)
In today’s legal market, non-equity partners are called to combine legal expertise with strong business development skills as they advance toward equity partnership. Structured BD programs tailored for these partners are essential for retaining top talent and building the next generation of rainmakers. How are firms with standout non-equity partner initiatives innovating personal client portfolios, mentorship models, and hands-on programming to help their partners expand networks, deepen client relationships, and contribute to firm growth? Join us as we explore actionable strategies to equip rising partners with the confidence, tools, and entrepreneurial mindset needed to thrive on the partnership track and shape your firm’s future.
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Navigating New Waters: Using AI for Tailored Client Journeys (Breakout)
Generative AI is rapidly reshaping the legal marketing landscape, empowering CMOs and their teams to craft uniquely personalized client journeys that reflect the distinct complexities of legal services. In what ways can legal marketers use AI to map nuanced client touchpoints, deploy intelligent chatbots that anticipate client concerns, and deliver experiences that not only engage but build lasting trust in a highly regulated environment? In this workshop, we’ll explore moving beyond generic automation to explore harnessing AI-driven insights—from predictive modeling of client needs to custom content generation for different practice areas and client types. Join us to unlock AI’s potential in the RFP process as well as in creating ethical, client-centered journeys that set your firm apart in a competitive legal marketplace.
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The Lighthouse: Empowering Lawyers with Marketing Analytics for Business Development Success (Breakout)
Law firm marketing teams are sitting on a goldmine of actionable data, from client engagement metrics to competitive benchmarking and pipeline performance. Yet, turning raw numbers into creative insights remains a challenge for many lawyers. How can lawyers translate complex analytics into compelling stories that drive action across the firm, unlocking the full potential of marketing data to supercharge business growth? This session will illuminate the practical applications of marketing analytics in business development, showing how to identify high-value opportunities, spot emerging market trends, and link data-driven insights directly to client acquisition and retention strategies.
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Message in a Bottle: Steering the Dialogue around Strategic Communications (Breakout)
Clear, proactive communication is a mission-critical function for law firms navigating shifting client expectations, market disruptions, and complex reputational risks. When in turbulent waters, how do law firms successfully navigate high-stakes announcements—such as partner moves, mergers, sensitive client matters, and crisis situations while continuing to drive firm visibility, trust, and business growth? This panel brings together firm-based and external communications advisors to discuss insights into building nimble communications teams, developing playbooks for rapid response and ongoing reputation management, as well as how to best leverage content, media, and digital channels to shape narratives that resonate with clients and the industry.
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Catching the Current: Building an Activator Culture (Breakout)
The professional services landscape is evolving rapidly, creating unprecedented opportunities for firms to adapt their business development strategies. As buying processes become more structured and competitive, groundbreaking research studying 2,941 business developers across 41 firms identified five distinct partner profiles—with one clear winner. The Activator profile, characterized by partners who proactively build networks, educate clients on critical issues, and create value through strategic introductions, dramatically outperforms all others. Moving from weak to strong demonstration of Activator skills can lift revenue generation. This session will reveal the specific mindsets, habits, and behaviors that distinguish top-performing partners, exploring how culture can influence measurable results. You’ll leave with actionable insights on activator approaches—Commit, Connect, and Create—plus practical strategies for building firm-wide programs that deliver lasting behavior change and transform your firm’s growth trajectory.
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Activities
Opening Night Reception
Please join us for cocktails and canapés as we reflect upon the day’s discussions. Spouses and significant others are welcome.
Preconference Breakfast Session: Communicate, Compete, Differentiate in an AI-Driven Market
Join us to learn how transparency in AI adoption builds client trust, discover practical strategies for articulating AI-driven value, and understand why aligning innovation efforts with compensation models and developing soft skills are critical for success in the rapidly evolving legal landscape.
Networking Breakfast
Please join peers and industry colleagues for a networking breakfast.
Welcome & Opening Remarks
Tides of Change: Exploring the State of the Legal Market
The legal industry currently stands at a significant crossroads, with firms experiencing historic demand growth across all sectors while facing fundamental structural changes and economic uncertainty. Despite strong financial performance in demand, rates, and expenses, the traditional billable hour model is under mounting pressure, with some predicting that AI will drive its decline, pushing firms toward value-based and outcome-focused pricing. These pricing pressures, combined with client sophistication and the need for greater cost predictability, are compelling firms to fundamentally rethink their business models, moving beyond traditional partnership structures toward sophisticated business operations that balance professional obligations with commercial realities. Join us as we explore how success in this era of unprecedented innovation will depend on firms’ ability to embrace change, invest in technology, develop new pricing models that align with client needs, and fundamentally reimagine how they create value and deliver services to clients facing their own complex challenges.
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Morning Break
The Bounty of the Sea: Large Law vs. Mid-Sized Law
What does it really mean to build a successful business development and marketing function in Large Law compared to Mid-Sized Law and how do these differences impact the client experience? This lively debate brings together seasoned CMBDOs from both sides of the aisle to explore the distinct opportunities, challenges, and cultural dynamics that define each environment. Panelists will tackle key questions: Does the brand power and resource depth of Large Law create more room for innovation, or do leaner Mid-Sized Law teams offer greater agility and influence? How do career progression, team structure, and expectations differ and what should aspiring leaders consider when choosing their path? Join us to weigh in on aspects such as budget management, technology adoption, internal politics, client targeting, and the ability to drive firmwide change.
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Networking Luncheon
Please join peers and industry colleagues during our networking luncheon.
Breakout Discussions (Breakout)
Please join us for two simultaneous discussions dedicated to hot topics in law firm business development and firmwide management.
Riding the Trade Winds: Unlocking the Power of Agentic AI for Business Development (Breakout)
From autonomous client prospecting to intelligent pipeline, Agentic AI represents the next frontier in legal business development—enabling truly autonomous systems that can analyze data, identify leads, and execute outreach strategies with minimal human oversight. From a client perspective, however, AI agents might reflect a lack of personalization and necessary relationship support. How can law firm leaders maximize efficiency with agentic AI while simultaneously amplifying their clients’ experiences? Join us to learn from leading experts about the capabilities, limitations, and ethical considerations of agentic AI, and discover actionable steps for piloting these cutting-edge solutions within your firm.
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Full Sail Ahead: Designing a Future-Proof Growth Strategy through Dynamic Client Portfolio Management (Breakout)
In today’s dynamic legal market, a truly strategic approach to business development extends far beyond individual client victories. CMBDOs must move from opportunistic client acquisition to the deliberate design and proactive management of the firm’s overall client roster as a core strategic asset. Given this, how can marketing teams architect a client portfolio that not only drives sustainable, high-value growth but also enhances firm resilience and solidifies its strategic market position for the future? This session will explore methodologies for defining and attracting “ideal client” profiles that align with firm strengths and long-term objectives, strategies for mitigating concentration risk, and systematic approaches for nurturing and upgrading existing client relationships to maximize their potential.
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Regatta of Returns: Preparing for Market Evolution amid Strong Private Equity Market Presence (Breakout)
As private equity‘s footprint grows across the economy, marketing and business development leaders must rethink how their firms position, package, and grow. This fireside session looks at how increasing PE ownership of clients and deal partners is changing demand, buying committees, and expectations for clear ROI from outside counsel. How can CMBDOs turn firm strengths into simple, scalable offerings without over‑productizing bespoke work; align pricing, scoping, and service levels to PE’s pace; and build account-based programs aimed at fund platforms, operating partners, and portfolios? We will cover the impact of consolidation among ALSPs and tech vendors, the rising premium on speed, data transparency, and post‑close execution, and how to shape brand, content, and revenue operations to win repeatable mandates across a client’s lifecycle. Participants will leave with practical guidance on creating PE‑native go‑to‑market plays, managing conflicts and independence at scale, structuring client teams for multi‑portfolio expansion, and setting up marketing to demonstrate attributable growth while protecting the firm’s standards and reputation.
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Break
Conference Keynote: Anchored in Excellence: A Conversation on Culture and Current Events
The Chief Marketing and Business Development Officer Forum is pleased to welcome this year’s keynote speaker Fran Lebowitz. An acclaimed author, cultural commentator, and celebrated essayist known for her sharp wit and incisive social commentary, the session will welcome Fran’s perspectives on art, culture, and politics in what promises to be an engaging and thought-provoking conversation.
Break
Breakout Discussions (Breakout)
Join us for three concurrent discussions dedicated to law firm business development and firmwide management.
Surf’s Up: From First Wave to Long Ride—Hiring and Retaining Top Talent (Breakout)
Attracting and retaining top talent means more than just securing high performers; it’s about building a culture where people want to engage, stay, and thrive. This session explores practical strategies for hiring, onboarding, and keeping top talent engaged for the long haul, with candid discussion on what’s working, what’s not, and how firms can futureproof their teams through culture, career development opportunities, and succession planning. Panelists will share lessons learned about career clarity, meaningful work, outside hires, flexibility, and leadership trust, and address how expectations and work realities have evolved in the modern work era.
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Beachfront Blueprints: An Exploration into International Markets (Breakout)
International firm expansion is becoming increasingly vital as markets of all sectors across the world become irreversibly intertwined. It requires a nuanced approach that balances US-based perspectives with global realities. Yet, even if the firm itself isn’t looking to expand, how does it better prepare itself for its clients who are navigating international business issues? Examples of successful market entry —from digital-first launches to strategic partnerships—often share strategies centered on sustaining strong international relationships. This session will explore frameworks for identifying high-potential markets, building cross-border alliances, and navigating cultural and regulatory differences so that leaders are prepared to map out either their firm’s next global expansion or better meet the needs of customers operating in a new international playing field.
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Charting Hidden Channels: How Emerging Lawyers Mine Relationship Intelligence from Non-Traditional Sources (Breakout)
As younger generations help reshape business development, traditional relationship tracking falls short of capturing how emerging lawyers naturally build networks. Junior and mid-level associates cultivate professional connections through LinkedIn engagement, industry Slack channels, podcast appearances, X (formerly Twitter) thought leadership, Instagram networking, etc—creating rich relationship intelligence that rarely makes it into firm CRM systems. This fireside session explores how marketing teams can systematically capture and activate these non-traditional relationship signals while engaging younger lawyers in firm-wide business development efforts. Learn how firms can design programs that meet emerging lawyers where they are—mining digital footprints, tracking social media influence, monitoring thought leadership platforms, and identifying shared affinities to build comprehensive relationship maps. Panelists will share ideas for integrating generational networking preferences into intelligence gathering, creating recognition programs that reward digital relationship-building, and translating these insights into cross-generational collaboration opportunities. Join us to discuss how to bridge the gap between how younger lawyers naturally connect and how firms traditionally track relationships, building inclusive business development cultures that harness authentic connections across all career stages.
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The Grand Reception
Please join us for cocktails and canapés. Spouses and significant others are welcome.
Networking Breakfast
Please join peers and industry colleagues for a networking breakfast.
Breakout Discussions (Breakout)
Please join us for two simultaneous discussions dedicated to hot topics in law firm business development and firmwide management.
The Captain’s Compass: Harnessing Emotional Intelligence for Leadership and Client Connection (Breakout)
Emotional intelligence (EI) has experienced a recent resurgence as a critical core leadership skill for marketing leaders navigating today’s complex legal landscape. EI can transform the way leaders manage up, motivate teams, and build trusted client relationships. By employing EI principles within a team, leaders can cultivate a culture that drives both business results and human connection. Drawing on real examples from firms that prioritize empathy in leadership, we’ll discuss actionable strategies such as fostering psychological safety during high-stress periods, using active listening to anticipate both client and team needs, and employing structured feedback to develop resilience and trust. Join us to be empowered with practical tools to elevate your leadership and client engagement with heart.
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Anchors Aweigh: Leveraging Technological Tools and Trends (Breakout)
The legal marketing and business development landscape is evolving at breakneck speed, with cloud platforms, CRM systems, automated marketing software, collaboration tools, and digital communication channels reshaping how firms engage clients and track communication and success. Within such a quickly evolving technical landscape, how can leaders evaluate new tech tools, ensuring their BD and marketing teams stay ahead of the curve and deliver measurable results as a default? Join us as we explore the most impactful technologies that fuel and expand business development, sharing real-world examples of how law firms are streamlining workflows, personalizing outreach, and maximizing ROI through technological integration and maximization.
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Breakout Discussions (Breakout)
Please join us for two simultaneous discussions dedicated to hot topics in law firm business development and firmwide management.
Sand and Sea: Engaging Lateral Talent Through Unified Communication (Breakout)
The successful integration of lateral hires is pivotal to a law firm’s growth and culture, yet many firms struggle to unlock the full potential of new partners and teams. Successful best practices often craft compelling narratives around new talent, leveraging case studies and internal programming to showcase expertise and foster firmwide learning, while providing structured opportunities for laterals to share insights and successes across the organization. This session explores such a holistic strategy—from both an internal and external perspective, ensuring that laterals are not only welcomed but positioned as strategic assets that help reinforce firm values and act as a catalyst for renewed client engagement and market differentiation. This session will also explore how opportunities such as CLEs, webinars, and client-facing events can accelerate relationship-building, while systematic internal communication keeps all professionals informed and engaged.
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Steering by Starlight: Exploring Smarter Cross-Selling Strategies (Breakout)
Cross-selling, which represents one of the highest-ROI strategies available, stands at the forefront of a law firm’s growth plan—yet many struggle to execute it effectively. When barriers stem from issues such as partner trust or awareness, identifying opportunities across practices becomes even more challenging. How can leaders create the right foundations for smarter cross selling, break down the silos that prevent partner collaboration, leverage client intelligence to identify high-value opportunities, and build firm-wide trust towards predictable growth? This session delivers a practical roadmap for CMOs and BDOs to transform cross-selling from an aspirational goal into a systematic revenue driver. Join us as we explore creating measurable cross-selling programs with clear KPIs that demonstrate ROI, deepen client relationships, expand revenue, and position marketing and BD as strategic growth leaders within a firm.
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Farewell Brunch
Please join us for libations and epicurean delights as we conclude this year’s program. Significant others welcome.
The Ritz-Carlton, Amelia Island
Amelia Island, FL 32034
An oceanfront luxury hotel located on 13 miles on beachfront, The Ritz-Carlton, Amelia Island is an exploration in coastal treasures including the flavors of salt and infused bourbon, the meditative movements of a hammock massage and the unspoiled natural beauty discovered while kayaking the Intracoastal Waterway. Guests can enjoy the lush maritime canopy, pristine beaches, and world-class spa and golf course throughout their stay.
Thomson Reuters Institute includes the following expenses in the total registration cost:
- Hotel accommodations for two nights: arrival on January 21 and departure on January 23,
- One networking activity on January 21,
- All meals listed on the agenda.
Attendees are responsible for airfare, ground transportation, and onsite incidentals.
Registration will close on Friday, December 19th, 2025.
Sponsors
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