2015 Law Firm Marketing and Business Development Leadership Forum
8:00 am - 9:00 am Registration and Continental Breakfast
9:00 am - 9:15 amOpening Remarks by Co-Chairs

Deborah B. Farone 
Director of Business Development & Communications 
Cravath, Swaine & Moore LLP

Despina Kartson
Chief Business Development & Marketing Officer 
Morgan Lewis & Bockius LLP

9:15 am - 10:15 amWhat's Trending in 2015?

"We did not leave the stone age because we ran out of stones. We didn't stop using horse and carriage because we ran out of carriages. Where is innovation going to come from? From inside or outside the industry? The next five years are pivotal. Firms will have to squeeze themselves through the eye of the needle and they are either going to make it or not. There's no magic bullet, it's a judgement call." - Emma Van Rooyen, Advisory Board Member, Chief Marketing Officer, Goodwin Procter

The pressures on the legal industry have never been more intense but firms are rising to the challenge of distinguishing themselves as value-driven, creative service providers. Or are they? We'll start the event with an expansive look at trends in the legal industry including:

  • Structural changes to cut costs without sacrificing quality of service
  • Ancillary business
  • The new law
José Cunningham 
Chief Marketing and Business Development Officer
Crowell & Moring LLP

Rich Rifkin
Regional Sales Manager
Thomson Reuters Elite

Emma van Rooyen
Chief Marketing Officer
Goodwin Procter LLP

10:15 am - 11:15 amGleaning Intelligence From Your Firm's Data: What Do You Have to Sell, and How Should You Sell It?
Law firm technology has traditionally revolved around the core functions of serving clients, billing and collecting. How can firms utilize the efficiencies of commercial powerhouses like Target, Wal-Mart, and 7-11 to understand what we have to sell and how we have to sell it? The secret is not a secret - it's in the data.

How are firms using data to jump start business development and marketing functions? The data you need may exist in various data siloes within your firm but how do you pull the right information into a usable data set? Join out distinguished panel to address these and other important questions to supercharge your strategic initiatives:
  • What data do you need?
  • How do you obtain that data?
  • What confidentiality and privacy concerns are there in the use of this data?
  • What data analytics will help you determine what you have to sell?
  • How can you set yourself up for success?
  • What case studies can you use to decide if this approach is worthwhile for your organization?
Wendy Bernero
Bernero & Press LLC
Gregory Brown
Vice President Sales and Marketing
Melissa Croteau
Chief Marketing Officer
Nixon Peabody LLP
Rachel Nyswander Thomas
Executive Director of Data-Driven Marketing Institute (DDMI)
VP of Government Affairs at Direct Marketing Association

11:15 am - 11:30 amMid-Morning Break
11:30 am - 12:30 pmDiscounting Discounts: A Collaborative, Value-Add Approach to Fee Negotiations
For over 7 years it has been open season on discounting legal fees, both hourly and fixed.  With ever increasing pressure from within for large organizations to exert greater cost management disciplines, buyers of legal services want to ensure they are getting fair value for their budgets, in a market that continues to be oversupplied.   But any fee negotiation technique that relies exclusively on pressuring law firms to lower their margins has a natural limitation.  In this session we will explore the extent to which those limits have been reached, and whether it is time for a model based on greater collaboration between client and counsel, a collaboration that can be supported and facilitated by procurement and business development.  Specifically we will discuss:
  • The “disconnect” of buyer and seller – are we all speaking the same language?
  • The inherent problems with discounting legal fees
  • The ways in which both buyers and sellers of legal services perpetuate these problems
  • A different view of the preferred provider panel relation
  • Some ways procurement and business development can work together to deliver better value for money to clients, in a sustainable and profitable way for law firms
Yolanda Cartusciello 
Director of Marketing
Debevoise & Plimpton LLP

Danny Ertel
Vantage Partners LLC

Tim Roberts
Vice President
Legal Services Category Manager - Global Purchasing & Cost Management
Deutsche Bank AG, Filiale London

12:45 pm - 1:45 pmNetworking Luncheon
1:45 pm - 2:45 pmBest Practices for Strategic Planning and Implementation of Firmwide and Practice Group Plans
Savvy firms know "You Can't Be All Things to All Customers." But can you get your firm leadership on board? This session will walk through the real life experiences of your law firm marketing peers as they developed, implemented, and now are measuring the results of firm-wide strategic plans. The following factors will be addressed but come prepared with your own questions!
  • How do you create practice priorities to leverage your firm's strength in a tough market without disenfranchising certain practices/attorneys in the firm?
  • How do you develop the plan (tactics, data sources, process)?
  • What role should the CMO play - the Committee Members?
  • How do you socialize it for buy-in (with Policy Committees, Executive Committees)?
  • How do you roll it out across the firm?
  • And most importantly, how do you execute against the plan and measure its success?
Katherine D'Urso
Chief Client Development Officer

Amy Fowler
Chief Marketing Officer
Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C.

John Neidecker
Chief Business Development Officer
Stoel Rives LLP

2:45 pm - 3:45 pmFinding Strategic Partners Outside the Four Walls of Your Firm: How to Develop Trusted Relationships with Legal Technology and Service Providers
The last decade has seen an explosion of services focused on legal marketing and business development. Senior law firm marketing and business development professionals now face the daunting task of evaluating a snowballing array of offerings and theories on how to give their firm a competitive advantage. Despite this environment, few firms have sought to develop strategic, trusted relationships with any of their providers, as is the norm in most other sectors.

Seen through the lens of a current provider and former law firm leader, General Counsel and AmLaw 100 practice group co-chair, this session will explore why this “arm’s length” marketplace is a hindrance to both firms that seek to truly distinguish themselves to present and future clients, and providers that seek to continuously improve and customize their offerings. Points of discussion will include:
  • What does a trusted relationship look like and what are the benefits to the firm?
  • What organizational questions should law firm personnel be asking?
  • What information should law firms be sharing (and why)?
  • What sets strategic relationships apart from transactional relationships?
Kevin Colangelo
Vice President, Strategic Accounts
Bloomberg BNA

3:45 pm - 4:00 pmAfternoon Break
4:00 pm - 5:15 pmChoose from Five Interactive Roundtables
4:00 pm - 5:15 pmRoundtable A - Making Waves and Effecting Change

Discussion leader: Dave Whiteside, Senior Business Development Specialist, Thomson Reuters

Description: How are your peers at other firms finding ways to effect change and inspire innovation? This round table will provide an outlet for exchange on:
  • Working with challenging personalities
  • Innovating within a culture deeply mired in tradition
  • Making progress within a structure of decision-making by committee
  • Driving cohesion and integration within the c-suite ranks, especially when there are large initiatives on the table which cross over expert discipline lines

4:00 pm - 5:15 pmRoundtable B - Demonstrating Differentiation and Reaping the Rewards of Competitive Advantage

Discussion Leader: Jay Wager, Director of Business Development,  Nutter McClennen & Fish LLP

Description: What would you say is your firm's most significant competitive advantage? What steps are you taking to communicate this quality to the market? This round table will start out with these queries before launching into:
  • Positioning the firm on a high level
  • How do you decide to offer a new service?
  • How do you roll it out?
4:00 pm - 5:15 pmRoundtable C - Make “Busy” Count: Coaching Your Lawyers to Leverage Business Development Efforts More Effectively

Discussion leader: Kimberly Rice, Editor-in-Chief, ALM's Marketing the Law Firm

Description:  Are your lawyers frustrated because they are “busy” being “out there” but it doesn’t result in new clients?  Then this could be the round table for you.  Join this discussion on how to guide your would-be rainmakers into addressing and overcoming the following common hurdles:
  • Time management issues (how to fit it all in)
  • Ice breakers in networking situations (esp. with introverted lawyers)
  • How to proactively move a relationship through the sales process and how to identify correct sales triggers 
  • Navigating office politics related to business development
  • Pursuing cross-selling  

4:00 pm - 5:15 pmRoundtable D - Will your next lawyer be a machine? Selling the Value of Investment in Cutting Edge Lawyering Technologies

Discussion leader: Steve Obenski,  Chief Marketing Officer, Kira 

Description:  As the pace of legal technology innovation increases, more clients are demanding that their outside counsel embrace a degree of automation.
  • What does the specter of “robot lawyers” mean for human lawyers and their status within the firm?
  • Artificial intelligence has played a role in e-discovery for years, and it is now being adopted in the transactional practices. Which specific areas are seeing the quickest adoption of technology augmentation or automation?
  • Which alternative legal service providers are using artificial intelligence and automation to take business away from law firms, and how are law firms successfully combating the threat?

4:00 pm - 5:15 pmRoundtable E - Creating a Cohesive Digital Strategy Across Your Firm

Discussion Leader: Daryl Drabinsky, Senior Digital Communications Manager (Americas), DLA Piper
Description: The use of digital marketing platforms by the legal industry is maturing, and so should your firm’s approach to using these tools to support its branding efforts and grow the business.  Join this round table to explore the fundamental queries underlying a digital strategy program and to exchange best practices.  Points of discussion will include:
  • How is your firm integrating digital marketing into the day to day business of its lawyers and employees?
  • How do you encourage individual brand building on digital in a regulated environment?  
  • How does digital sit within the organizational structure of the marketing team?

5:15 pm - 6:00 pmCocktail Reception

8:30 am - 9:00 amRegistration and Continental Breakfast
9:00 am - 9:15 amWelcoming Remarks by Co-Chairs
9:15 am - 10:15 amFeeding the Survey Monster: Your time, your attention, your sanity and the "Best Of..." (just about everything)
Surveys, rankings, and recognitions demand a huge investment of time and energy. In the arms race between law firms to achieve top rankings, CMOs and their staffs are struggling to define ROI on these efforts. Join this frank discussion to hash out:
  • How much do rankings matter?
  • How much time should you invest in surveys?
  • Are there strategies for breaking the cycle?
  • Should we all "just say no," like Nancy Reagan?
Arielle (Weliky) Lapiano
Senior Public Relations Manager
Paul Hastings

Joshua M. Peck
Senior Media Relations Manager
Duane Morris LLP

Richard Pinto
Global Directories Manager
Shearman & Sterling LLP

10:15 am - 11:15 amThe Anatomy of a Successful Integration Post-Merger or Consolidation
Mergers and consolidations are happening faster than ever before, and in a dizzying, endless array of combinations to boot. From department acquisitions and  absorption of smaller firms to opening a new office via merger, this panel has seen it all.   Join this discussion to gain inspiration and best practices for how your firm can smoothly shift into the business development fast lane of law firm M&A, and the exit ramp to Happily Ever After.
  • Practice integration
  • Cross-firm/practice introductions
  • Client analysis
  • Staff integration (because they are your firm ambassadors, to a large degree, particularly in new markets) 
  • Continued engagement once "the honeymoon" is over   

Cathyann Bixby
Director of Lateral Growth and Integration 
Ballard Spahr  LLP

Despina Kartson
Chief Business Development & Marketing Officer 
Morgan Lewis & Bockius LLP

Judy Kross 
Hank-Kross Ltd.

Tricia M. Lilley
Chief Marketing Officer
Fox Rothschild LLP

11:15 am - 11:30 amRefreshment Break
11:30 am - 12:30 pmConnect the Dots: Translating Content Marketing Hits Into Concrete BD Wins

Congratulations, your firm has 20K Twitter followers, industry-leading blogs, and a massive LinkedIn group. Achieving these content marketing heights took time, innovation, and significant injection of cash. But how are you demonstrating ROI to firm management? Who's reading and reacting to your thought leadership, and how can those dots on your metrics report be connected to measurable objectives and goals?

This session will explore how law firms can take content marketing metrics, parse out the important data, and grow a popular content campaign into meaningful, actionable connections.

Adrian Dayton  
ClearView Social, Inc.

Lauren Iacono
Digital Marketing Manager
Nixon Peabody LLP

Oliver Thoenen
Content Marketing Manager
Stoel Rives LLP

12:45 pm - 1:45 pmNetworking Luncheon
1:45 pm - 2:45 pmSpotlight Discussion - The Collaboration Imperative for Today’s Lawyers: How Leaders Make a Crucial Difference

Heidi Gardner
Lecturer on Law; Distinguished Fellow, Center on the Legal Profession
Harvard Law School

2:45 pm - 3:45 pmRecruiters' Secrets: The Real Story on the Evolving Role of the CMO and BDO
This star studded final session will give you the opportunity to hear the inside story on the profession, from those who are in a position to know the real story.  Listen and benchmark your goals and growth and chart your progress within the industry.  Join this panel of leading recruiters to get the inside scoop.  Discussion points will include: 
  • What results do today’s law firm leaders look for from their CMO? What is the new CMOs mandate?
  • How will the marketing department of the future be structured and what does this mean for the role of the BDO or CSO?
  • Today, when hiring a CMO, what are the skills that firm leaders want to see in terms of marketing, analytics and financial acumen?
  • What are the options for CMOs in terms of their future career paths? Is it up and out to another firm or industry, or are their alternative positions within a law firm?
  • What are the compensation trends for the senior-most marketing staff?
  • For future leaders, in what areas is it imperative to gain experience in order to achieve the role tomorrow?
  • What role does a firm’s culture and structure play in the success of a CMO?
Amanda K. Brady
Global Practice Leader - Law Firm Management
Major, Lindsey & Africa

Bill Crooks
Priority Search International

Michael DeCosta
Caldwell Partners 

Deborah B. Farone 
Director of Business Development & Communications 
Cravath, Swaine & Moore LLP

3:45 pm - 4:00 pmClosing Remarks and Takeaways