Cross-Industry Summit on

Law Firm Marketing Leadership

Facilitating Firmwide Collaboration for Your Client Retention and Business Development Strategies

Tuesday, May 16, 2006

About

Draw Lessons From Top Law Firms in Marketing, as well as the Accounting, Insurance, and Financial Services Industries

Today, the development and formalization of the marketing function is a critical component of the modern law firm. Like every business, law firms – even the most well-established and venerable – face steep and growing competition. As such, they must banish decades-old lawyerly preconceptions about marketing; and it's your job to make sure they do. You must implement and coordinate big-picture best practices on firm management and business development to enhance your firm's reputation and renown, and to achieve the ultimate goal of maximizing your firm's revenue.

This requires you to have strategies in place to enhance the sales and business development function, develop a client-centric marketing culture, convince attorneys to engage in marketing activities, establish best pricing practices, and ensure firmwide coordination of these critical tasks. But it doesn't end there. As your firm continues to grow, add more services and practice areas, and become more global, it also becomes more indistinguishable. You must be able to use market intelligence to your advantage, all while building influence and authority within your firm and developing the departments it needs.

Moreover, you must achieve all this and show a return on investment for your department in order to avoid scrutiny and marginalization from attorneys – many of whom do not want to give up any aspect of firm control. These challenges will only continue.

American Conference Institute's Law Firm Marketing Leadership publication will provide you with the strategies and solutions that you need to achieve these and other critical objectives. An outstanding faculty of experienced and senior law firm CMOs, marketing directors, business development specialists, client services advisors, and managing and marketing partners, as well as solution providers, consultants, MBA professors, and marketing experts from the accounting, insurance, and financial services industries will provide you with first-hand, practical and comprehensive information on:

  • Using public relations and community relations to build brand awareness
  • Setting your firm apart from others in the eyes of existing and potential clients
  • Training, coaching, and motivating attorneys to sell
  • Establishing the role of marketing efforts in attorney compensation
  • Gaining the necessary influence to be part of firm leadership
  • Evaluating geographic markets for purposes of mergers, expansion, or the development of new practice areas

Contents & Contributors

About

Draw Lessons From Top Law Firms in Marketing, as well as the Accounting, Insurance, and Financial Services Industries

Today, the development and formalization of the marketing function is a critical component of the modern law firm. Like every business, law firms – even the most well-established and venerable – face steep and growing competition. As such, they must banish decades-old lawyerly preconceptions about marketing; and it's your job to make sure they do. You must implement and coordinate big-picture best practices on firm management and business development to enhance your firm's reputation and renown, and to achieve the ultimate goal of maximizing your firm's revenue.

This requires you to have strategies in place to enhance the sales and business development function, develop a client-centric marketing culture, convince attorneys to engage in marketing activities, establish best pricing practices, and ensure firmwide coordination of these critical tasks. But it doesn't end there. As your firm continues to grow, add more services and practice areas, and become more global, it also becomes more indistinguishable. You must be able to use market intelligence to your advantage, all while building influence and authority within your firm and developing the departments it needs.

Moreover, you must achieve all this and show a return on investment for your department in order to avoid scrutiny and marginalization from attorneys – many of whom do not want to give up any aspect of firm control. These challenges will only continue.

American Conference Institute's Law Firm Marketing Leadership publication will provide you with the strategies and solutions that you need to achieve these and other critical objectives. An outstanding faculty of experienced and senior law firm CMOs, marketing directors, business development specialists, client services advisors, and managing and marketing partners, as well as solution providers, consultants, MBA professors, and marketing experts from the accounting, insurance, and financial services industries will provide you with first-hand, practical and comprehensive information on:

  • Using public relations and community relations to build brand awareness
  • Setting your firm apart from others in the eyes of existing and potential clients
  • Training, coaching, and motivating attorneys to sell
  • Establishing the role of marketing efforts in attorney compensation
  • Gaining the necessary influence to be part of firm leadership
  • Evaluating geographic markets for purposes of mergers, expansion, or the development of new practice areas

Contents & Contributors


MARKETING CHANGE, BUSINESS DEVELOPMENT STRUCTURE, AND THE SALES CULTURE: WHAT IT ALL MEANS FOR YOUR FIRM
Iris J. Jones, Akin Gump Strauss Hauer & Feld LLP

LAW FIRM MARKETING: FOCUSED INITIATIVES FOR TODAY'S MARKETPLACE
Dr. John W. Dobbins, Jr., The Peter J. Tobin College of Business, St. John's University
Randall G. Vickery, Freeborn & Peters LLP

ADDRESSING GEOGRAPHIC AND EXPANSION CONCERNS
Stephen W. Riddell, Troutman Sanders LLP

INCORPORATING COMPETITION AND MARKET INTELLIGENCE INTO YOUR MARKETING STRATEGY
John A. Czepiel, Leonard Stern School of Business, New York University
Tracey Segarra, Citrin Cooperman & Company LLP
José E.V. Cunningham, Crowell & Moring LLP

QUANTIFY AND MEASURE LAW FIRM MARKETING AND BUSINESS DEVELOPMENT
Deborah McMurray, Deborah McMurray Associates/Content Pilot LLC
Anne Malloy Tucker, Goodwin Procter LLP
Jill S. Weber, Leonard, Street and Deinard

OBTAINING THE SUPPORT AND RESOURCES YOUR MARKETING DEPARTMENT NEEDS AS YOU BUILD INFLUENCE AND AUTHORITY WITHIN YOUR FIRM
Joseph J. Melnick, Butzel Long
David A. Milberg, Esq., Schiff Hardin LLP

BEST PRICING PRACTICES FOR YOUR CLIENTS
Patrick J. Lamb, Butler Rubin Saltarelli & Boyd

KEY CLIENT COMPENSATION
Silvia Coulter, Coulter Consulting Group
Bruce Heintz, Aronson/Heintz Associates LLC

MEASURE, MANAGE, REWARD: USING SPECIALIZATION TO ENSURE ACCOUNTABILITY AND LEADERSHIP
Michael O'Horo, Sales Results, Inc.
Patrick B. Sweeney, Sales Results, Inc.

MARKETING ENDEAVORS
Sandra Napoli-D'Arco, Freeborn & Peters LLP
Darryl Cross, LexisNexis Interface Software

CREATING A MARKETING CULTURE: CHALLENGES IN THE PROFESSIONAL SERVICES FIRM
Kayte Steinert-Threlkeld, Anchin, Block & Anchin, LLP

EVOLVING FIRM CULTURE: CLIENTS FIRST
Jennifer Manton, Loeb & Loeb LLP
Terri Pepper Gavulic, Hildebrandt International

COMMUNICATION, MESSAGE, AND BRAND CHALLENGES: SETTING YOURSELF APART FROM OTHERS IN THE EYES OF EXISTING AND POTENTIAL CLEINTS
Michael B. Holmes, Wachovia Corporation
Sandy Becker, Rutgers Business School
Jason S. Dinwoodie, Dewey Ballantine LLP

BOTTLING THE SECRET SAUCE: TURNING YOUR FIRM'S CAPABILITIES INTO DESIRABLE VALUEFOR YOUR TARGET MARKET AND SUSTAINABLE GROWTH FOR YOUR FIRM
Kelly Colbert, Empire Blue Cross Blue Shield

THE LAW FIRM CMO MASTER CLASS ON CREATING AND EXPANDING MARKETING INITIATIVES FOR WOMEN ATTORNEYS
Eva Wisnik, Wisnik Career Enterprises, Inc.



DOCUMENT TYPES: PRESENTATIONS AVAILABLE: 0