Sponsored by: Solo/Small Team SIG
Domain: Marketing Management and Leadership
BoK Competency: Firm Organizational Structure and Dynamics

Marketing committees can be powerful tools for collaboration, alignment, and strategic growth, but in a small firm, they can easily lead to confusion, burnout, or stalled progress if not structured effectively. Whether you’ve inherited a marketing committee that isn’t quite working, or you’re considering forming one to get attorneys more involved, this LMA session is designed to help you find the right approach. Join moderator Jim Staples (Jim Staples Consulting) and panelists Kaley Green (Marketing & Business Development, Fogler, Rubinoff LLP) and Misty A. Borg Misterek (Director of Business Development & Marketing, Merchant & Gould P.C.) for a practical discussion on how to make marketing committees work in small/solo team environments.

Learning Outcomes:

• Evaluate whether forming a marketing committee aligns with your firm’s structure, culture, and strategic goals. 
• Identify the benefits and common challenges associated with marketing committees in law firms of varying sizes. 
• Discuss strategies for launching, leading, or refining marketing committee to ensure effective collaboration and measurable outcomes. 

Presenters:
Kaley Green, Director, Marketing & Business Development, Fogler, Rubinoff LLP
Misty A. Borg Misterek, Director of Business Development & Marketing, Merchant & Gould P.C.
Jim Staples, Principal at Jim Staples Consulting, LLC (Moderator)

LMA Body of Knowledge Domain: Marketing Management and Leadership
Competency: Change Management

Change is inevitable — whether it’s integrating teams after a merger, rolling out new technology, or driving a shift in firm culture. But leading through change in law firm marketing and business development comes with its own set of challenges: aligning stakeholders, managing resistance, and ensuring long-term adoption.

Join a panel of seasoned professionals who have navigated major organizational changes inside law firms and beyond. Through candid case studies, they’ll share what worked, what didn’t, and the lessons learned along the way. This practical conversation will give you insights you can apply immediately, whether you’re planning your next big initiative or guiding a team through ongoing evolution.

Learning Outcomes:

• Understand common pitfalls and success factors in managing change within law firm marketing and BD teams
• Hear firsthand strategies for securing buy-in from leadership, attorneys, and staff
• Explore how to measure success and maintain momentum after the initial rollout
• Gain practical, candid advice from peers who have led through complex transitions

Meet the Panel:
David McClune, Chief Marketing & Business Development Officer, Davis Polk
Andrew Scott, Director of Business Development and Proposals, Ballard Spahr, 
Pedro Campos, Vice President, Global Head Law Firm Consulting, Elevate
Marcie Borgal Shunk, President and Founder, The Tilt Institute

LMA Body of Knowledge Domain: Technology Management
Competency: Experience Management

AI is revolutionizing experience management in law firms, transforming how legal marketers structure data, enhance decision-making, and drive business development. But successful AI adoption isn’t just about selecting the right tools—it requires a strategic approach to integration, training, and governance. This session will provide a practical roadmap for AI adoption, helping attendees understand implementation phases, overcome common challenges, and ensure firm-wide buy-in. Participants will leave with actionable steps for integrating AI into their firm’s experience management framework.

Learning Outcomes:

• Develop phased strategies for piloting and scaling AI in experience management.
• Understand how AI enhances taxonomy development, data integrity, and technical troubleshooting.
• Explore how AI adoption can improve firm growth, relationship intelligence, and client engagement.
• Identify key AI developments impacting legal marketing and experience management, and adapt your firm’s strategy accordingly.

Meet the Panel:
Jason Kennedy, Intelligence Solutions Manager, Holland & Knight
Kelsey Kozair, Senior Business Development Manager, Foley & Lardner LLP
Stacey Morrow, Senior Account Manager, Introhive
Kalaivaani (Vaani) Vairavanathan, Manager, Competitive Intelligence and Strategy, Davies Ward Phillips & Vineberg LLP

Domains: Marketing Management and Leadership, Business of Law

The need to continuously adapt and innovate to meet client needs is a strategic imperative inside law firms, yet most firm leaders struggle when it comes to implementing change. The future of law needs marketing and business development professionals who can help firm leaders implement growth to Make Strategy Stick. During this session, you will learn a new model to help design and drive change and hear from panelists who are successfully applying innovative approaches at their firms. Whether you want to help drive strategy firmwide, within a practice team, or inside your department, this session will help you build on what you've learned throughout the conference and arm you with new tools and skills to elevate your role as a growth leader. 

You'll learn how to:

• Discover a framework for helping law firm leaders put ideas into practice to drive innovation and change
• Develop confidence in leading and facilitating conversations to drive growth
• Exchange fresh ideas from colleagues to promote attorney and professional engagement and creative problem solving 

Speakers:
Debra Baker, Managing Director, GrowthPlay
Britt Schmidt, Chief Legal Talent & Inclusion Officer, Vorys
Alé  Simmons, Senior Business Development Manager, Clark Hill
Emily Gallagher, Sr. Director of Business Development, Womble Bond Dickinson (US) LLP

Domains: Business Development, Marketing Management and Leadership

CMOs and Senior business development leaders from across the country will host an interactive discussion about the key learnings from LMA25's various business development-focused presentations. During this session, panelists will contemplate what the latest trends in tech-enabled business intelligence, coaching programs, and client service mean for each of their organizations. They'll discuss the implications for the future of the BD function and how each attendee might leverage what they've learned by assembling a forward-looking business plan that utilizes the most impactful elements of each prior presentation. Participants will be encouraged to engage through a moderated Q&A and will leave the session with a template to steer their own follow-up efforts. 

You'll learn how to: 

• Discuss how to translate what you've learned at LMA25 into actionable steps to bring back to your firms
• Contemplate how technology advances can help achieve future BD goals
• Identify ways to incorporate client value offerings into pitch and proposals opportunities 

Speakers:
Kelly MacKinnon, Chief Business Development and Marketing Officer, Gibson Dunn LLP
Ashraf Lakhani, Chief Business Development and Marketing Officer, Porter Hedges LLP
Carman Akins, US Director, Practice Marketing, DLA Piper LLP
Deborah Ruffins, Managing Partner, Deb Ruffins Consulting Group

The 2025 LMA Annual Conference delivered an intensive three-day program featuring hands-on sessions designed to be practical and actionable. With the theme, 40RWARD, attendees experienced curated, strategic sessions focused on advancing the legal marketing profession. 

The recorded programs from LMA's Annual Conference are geared for marketers of all levels, and map to the domains, skills and competencies outlined in the Body of Knowledge (BoK).

Purchase the full bundle to receive exclusive access to select recordings (noted where applicable). To purchase individual recordings, click on the session titles listed below. 

New for 2025! 

• All eligible LMA25 registrants automatically receive access to the full recordings bundle – no purchase necessary! Log into your MyLearning Account to view. 
• LMA25 mainstage sessions are available only in the bundle. Don’t miss these standout sessions:
  • Keynote - Crafting Messages That Resonate: Lessons from Presidential Speechwriters on Connecting with Your Audience
  • Keynote - Forward Together: The Human Edge in an Era of Rapid Change (only available until June 30, 2025)
  • In-House Counsel Panel - The Anatomy of a Successful Sales Pursuit: Insights from Clients

While many sessions align with more than one domain, the primary BoK domains for each session are highlighted below:

 Business Development

• Amplify Your Impact: Getting Buy-in to Help Lawyers Cultivate an Effective Business Development Mindset (Service Provider Session - bundle only)
• Coaching to Revenue: Unlocking Business Development Potential through Equitable Strategies
• Developing A Future-Focused BD Strategy: Implementing Lessons Learned from LMA25
• In-House Counsel Panel - The Anatomy of a Successful Sales Pursuit: Insights from Clients (Keynote Session – bundle only)
• Tech-Enabled BD 2.0: Showcasing Your Impact On The Bottom Line  
• Using Data & Technology to Drive ROI in Legal Marketing Events

 Business of Law

• Building Data-Driven Business Development Plans
• Forward Together: The Human Edge in an Era of Rapid Change (Keynote Session – available in bundle until June 30, 2025)
• From Data Chaos to Strategic Clarity: Crafting a Modern Law Firm Data Strategy (Service Provider Session - bundle only)
• Making More Rain: Building a Program to Support Top Performers’ Success
• Present and Future of Pricing: Supporting Profitability While Driving Client Value
• Using Intelligence, Marketing and Communications to Find Legal Talent

 Client Services

• Empowering Growth: Leveraging Client Feedback for Value Creation and Increased Revenue
• From Good to Great: Elevating Client Team Performance
• Hearing with Purpose: Overcoming Obstacles to a Successful Client Listening Program
• Surprise & Delight: How Marketing & Business Development Professionals Elevate Client Value
• We Know We Need It, But How Do We Do It? A Roadmap for Developing an Effective Client Teams Program

 Communications

• Crafting Messages That Resonate: Lessons from Presidential Speechwriters on Connecting with Your Audience (Keynote Session – bundle only)
• Crafting Your Firm’s Approach to Digital Storytelling
• Harnessing AI for Cross-Selling: Don’t Miss an Opportunity for Growth! (Service Provider Session - bundle only)
• Is Your Communications and Public Relations Department Embracing the Future or Stuck in the Past?
• Never Redesign Your Firm’s Brand Look: Evolve it!
• The Art of Tough Conversations: Navigating Sensitive Messaging in Law Firms
• The Science of First Impressions: Strategies for Networking Success

 Marketing Management and Leadership

• Evolving Your Mindset and Department: The Best Secrets from In-House Teams and External Agencies
• Forward Thinking Strategies in Team Hiring & Retention: Insights for Team Leaders
• From Activator Research to Real-World Results: Embedding Activator Model into Business Development Habits (Service Provider Session - bundle only)
• Making Strategy Stick: Positioning the MBD Leaders of the Future to Drive Law Firm Growth
• Shark Tank-Style Showdown: Solving Problems, Driving Change, and Pitching to Win
• The Safe Zone: Fostering a Culture of Psychological Safety

 Technology Management

• Adapting to Digital Landscapes: Strategies for the New Rules of Digital Visibility (Service Provider Session - bundle only)
• Charting Rough Waters: How to Ensure Successful Tech Adoption and Prevent Failures
• Forging Ahead: Aligning Digital Transformation with Strategic Growth
• From Intuition to Insight: Building a Fact-Based Future in Legal Marketing by Harnessing Data (Service Provider Session - bundle only)
• Future-Ready Digital Strategies: Transforming Your Website into a Revenue Engine

Domains: Technology Management, Marketing Management and Leadership

In today's fast-paced legal technology landscape, law firms must not only choose the right tools but also ensure effective implementation to maximize ROI and enhance client service. This interactive "Table Talk" session, brings together leaders from diverse law firms to share real-world insights on successful (and not-so-successful) tech adoption. Drawing on data-backed strategies and case studies, participants will gain practical, actionable knowledge for overcoming common barriers, managing change, and fostering a culture of innovation. Whether you're selecting new technology or overseeing its rollout, this session offers valuable takeaways to improve decision-making, reduce adoption friction, and enhance firm-wide efficiency. 

You'll learn how to:

• Understand the critical aspects of technology selection that align with law firm goals and client needs, enabling more informed decision-making
• Explore common tech implementation pitfalls and discuss strategies to avoid or lessen them before they lead to failure
• Discover the firsthand experiences of peers who have successfully managed tech adoption, learning from their mistakes and successes
• Establish a framework for evaluating tech success and ongoing adaptation, ensuring that technology continues to meet the firm's evolving needs 

Speakers:
Allison Nussbaum, Vice President of Client Solutions, Client Sense
Kelly Harbour, Chief Business Development Officer, Moore & Van Allen PLLC
Ann Meyer, Director of Marketing Technology, Fisher & Phillips LLP
Jennifer Larivee, Chief Marketing & Business Development Officer, Fagen Friedman Fulfrost, LLP
Nanette O'Sullivan, Sr. Marketing Technology Manager, Sidley Austin

Domains: Communications, Technology Management

Join us for a dynamic panel discussion for advanced communicators delving into the rapidly evolving landscape of legal marketing communications and public relations. This session will convene industry experts to explore the intersection of tradition and innovation - for the greatest, measurable ROI. From harnessing AI for personalized client engagement to leveraging social media, video and technology platforms for impactful storytelling, as well as uniting all strategies into one brand voice and experience, we will navigate the changing tide of communications in the legal sphere. Gain insights, share experiences, and chart a course toward a future-ready approach to client, external and internal communications that propels your firm's reputation and client connections into the digital age. 

You'll learn how to:

• Identify the many uses of AI as a tool today and in the future for client, external and internal communications
• Examine tactical cases studies - in rapid fire format - to see real-life application of innovative communications options available
• Interact through live audience polling on usage and ROI with various strategies
• Apply the lessons learned from combining tradition and innovation with a list of takeaways to advance your firm's communications starting today 

Speakers:
Beth Huffman, Vice President, Poston Communications
Erin West, US Communications Senior Manager, Freshfields Bruckhaus Deringer US LLP
Elizabeth Lockett, Chief Business Development Officer , Buchanan Ingersoll & Rooney PC
Benjamin Harris, Director of Communications and PR, Knobbe Martens

Domains: Client Services, Marketing Management and Leadership

Join experienced law firm business development professionals for a discussion on how to communicate the value of client team programs to internal stakeholders (including the naysayers), secure and maintain buy-in, and sustain accountability and momentum for long-term success. Recognizing that all firms are not created equal, this discussion will include guidance for small to medium-sized firms and solo marketers to right-size these efforts. We will also cover available tools/technologies to help create a positive and meaningful impact within firms and drive client value. 

You'll learn how to:

• Discuss how to map out the scope for a client team program that best fits your firm's size and culture while articulating the value of the program to internal stakeholders
• Identify effective methods of getting a client team program up and running, including overcoming resistance, mapping out a game plan, securing sustained buy-in from leadership, and holding team leaders and members accountable
• Ensure the client team program is scalable, aligning it with available resources, leveraging technology, and using data to track success and demonstrate ROI 

Speakers:
Jenna Schiappacasse, Director of Client Development, Jenner & Block
Justin Edmondson, Sr. Director of Client Development, Duane Morris LLP
William Sleight, Senior Manager, Business Development & Communications, Jones Day

Domains: Business Development, Business of Law, Technology Management

In the legal industry, we are at a critical juncture. Recent growth has largely come from rate increases that clients are increasingly unwilling to accept. Moreover, clients are consolidating the number of firms they work with, further intensifying competition for market share, while firm leadership is demanding organic growth with transparent ROI. These pressures and the evolution of technology, particularly AI, is pushing firms to reinvent their go-to-market strategies. This presentation provides insights from inside and outside the legal industry about tackling this challenge and offers guidance on building a legal BD team capable of demonstrating real ROI while enhancing a firm's competitive edge. 

You'll learn how to: 

• Develop data-driven account plans, including white space analysis and engagement strategies 
• Implement tech-enabled processes to enhance BD efficiency and effectiveness 
• Establish KPIs and ROI metrics to demonstrate BD value 

Speakers:
Chris Landry, Co-Founder, SigParser
Andy Schafer, Associate Director of Business Development, McDermott Will & Emery
Djibril Anthony, Principal Consultant, Mount Insights