Business Development Blueprint: Taking Your BD Skillset to the Next Level Presented by the Canada and Europe Regions

LMA Body of Knowledge Domain: Business Development
Competency: Business Development Planning and Coaching/Training

Join LMA’s Canada and Europe regions on Tuesday, December 3 for an insightful webinar on taking your business development skills to the next level. We will explore how to create a strategy and associated plan that can propel you and your firm to new levels of growth and profitability.

Effective business development requires a combination of strategy, planning and execution.  You’ll learn the techniques to take ownership of your self-development, so you can transform your business.

Learning Outcomes:

• Understand your value proposition by recognizing the unique skills and insights you bring to the table.
• Build trust with your stakeholders by finding common ground and showcasing your expertise through thoughtful insights and effective solutions.
• Define clear objectives through establishing specific, measurable goals that align with your firm’s vision and mission.
• Establish a comprehensive plan where you define specific initiatives, campaigns and go-to-market strategies.
• Identify how to measure success by implementing key performance indicators (KPIs) to monitor progress, determine ROI and ensure progress toward strategic goals.
• Encourage accountability through coaching to establish a system where lawyers regularly report on their progress towards goals.

Presenters:

Jon Brewer is former CMO of tech law firm Orrick and recently joined Intapp as their Senior DealCloud Growth Director. Jon is a marketing and business development specialist with broad experience gained from working in professional services for 30+ years in global roles. Jon designs and implements go to market strategies with a focus on client development, brand awareness, product development and sales. Jon’s roles at Intapp is to position Dealcloud as the go-to source of client and business intelligence for law firm professionals.

Elisabeth Houtman has over three decades of experience in Marketing, Communications and Business Development, and brings a wealth of knowledge and insight to the table. This includes 10 years as an entrepreneurial force. With specialization in the legal field since 2008, she now leads teams in Business Development, Communications, Events, and International Relations at Houthoff, working closely with the Executive Committee and partner group. Her focus on stakeholder engagement and cross-practice themes has marked a significant impact in their field. A former Regional Vice Chair of Lex Mundi's Marketing and BD Committee, a member of Houthoff's Management Team, and a proud member of the IBA LFMC BD & Marketing Subcommittee, Elisabeth is also an alumnus of executive programs at INSEAD and Oxford. 

Oliviana Mingarelli, currently serving as the Global Head of Marketing and Business Development (Acting CMO) at Fasken, a global law firm with 10 offices and 950 lawyers. Oliviana brings to the table over 16 years of marketing, business development, and communications experience in complex B2B settings. Based in Montreal, Canada, she is a seasoned executive leader who brings a strong emphasis on fostering a culture of trust, teamwork, accountability and clear communication. Oliviana's expertise spans across business transformation, collaboration and partnership enablement, branding and reputation management, and project management. She has a particular focus on driving growth through innovative and client-focused approaches such as strategic account management.

Katherine Hutchinson (moderator) is a strategic partner to the lawyers and advisors of Bennett Jones LLP, helping identify and pursue opportunities for lead generation and brand awareness in key international markets. She raises the firm's profile through creative and compelling events, targeted sponsorships, and managing participation in global conferences and conventions. Katherine is an active member of the International Bar Association, and is Chair of the Law Firm Management Committee's Business Development and Marketing Sub-Committee. She is also the Board Member responsible for Programming for the Legal Marketing Association, developing the ongoing educational curriculum for those working in law firm marketing and business development across Canada.

Domain: Business of Law
Competency: Business Structures and Trends

Driving change in a law firm is an ongoing challenge – there are competing priorities, intense competition, and demanding clients. How can legal marketers make a real impact? What tools and frameworks should you leverage to build your team and achieve your goals? In this practical discussion, we will share three strategies for igniting change, focusing on a client-centered approach. Join us for a deep dive into the latest trends in firm growth strategies, the dynamics of a high-functioning BD/Marketing team, and the power of tech integrations. Be part of the conversation that explores how to move forward with a more dynamic landscape for modern law firms.

Learning Outcomes:

• Gain actionable insights into law firm growth strategies
• Learn best practices on building and leading high-functioning BD/Marketing teams
• Explore the power of MarTech integrations that improve efficiency and impact

Speakers:

Elena Cutri, a sought-after speaker on change management, end user adoption, and professional development, brings her passion for education to her role as Director of Client Learning for LexisNexis. She and her team work closely with global clients to drive engaging software adoption strategies. Outside of work, Elena serves as an adjunct professor at a Chicago college, teaching public speaking and group communication skills. She is also actively involved in her community, volunteering as Chair of a 3,000-parent network dedicated to building Special Education Resources. Elena holds a Master's degree in Corporate Communications and an MBA in Global Management. She credits her family as her most significant source of knowledge and insight.

Rachel Watson is Director of Business Development, Client Development and Campaigns, currently responsible for Revenue Technology and Digital Marketing at Akin. She specializes in Intent and Behavioral modeling and marketing and has worked in Big Law, B2B Service Providers, Retail Ecommerce and SaaS. She is responsible for building the firm’s revenue technology stack and digital marketing program which actions data through programmatic campaigns to account based marketing.

Domain: Communications
Competencies: Digital Marketing & Message and Strategy Planning

New developments in generative artificial intelligence (Gen AI) cannot be ignored. While publicly facing chatbots such as ChatGPT, DALL·E 2 and Gemini have the potential to provide enormous speed and efficiency to communications, their use is not without risk. This program aims to educate participants on the technologies (offering an updated snapshot on capabilities currently offered), detail how public and private chatbots have started to impact both internal and external communication strategies and offer considerations (some unique) to the use of Gen AI for law firm communications. The program is designed as a lively, participant-driven offering and an opportunity for us all to learn about the potential of Gen AI as a legal marketing community.

Learning Outcomes:

• Understand the current array of public and private (firm created) Gen AI tools.
• Consider current uses of Gen AI in law firm communications.
• Understand operational and ethical risks of Gen AI use in communications.

Speakers:

Micah U. Buchdahl is an ethics attorney that guides law firms and businesses through the complexities of lawyer marketing, advertising, and solicitation compliance issues. He is a past chair of the American Bar Association’s Standing Committee on Continuing Legal Education and a past chair of the ABA’s Law Practice Division. He is a member of the Association of Professional Responsibility Lawyers (APRL). Micah has taught legal ethics and advised law firms on compliance issues related to marketing, advertising, and solicitation for more than 25 years. Based in Moorestown, New Jersey, he is president of HTMLawyers, Inc., a law marketing consultancy.

John Hellerman is the President of Hellerman Communications, an award-winning corporate communications agency positioning professionals to win business and navigate crises. John is a Fellow of the College of Law Practice Management, ranked in Chambers & Partners' Litigation Support guide as a top PR & Communications advisor, named a Global 500 consultant by LawDragon, recognized in The National Law Journal’s inaugural list of “50 Business of Law Trailblazers & Pioneers,” and named Agency Executive of the Year by PR News.

Liz Hershman is an attorney who heads the iQ360 office in New York. She has been advising law firms and companies in a variety of industries on strategic communications matters her entire career. She has helped to shift public perception of clients in the face of high-profile litigation, failed mergers, employee misconduct, product recalls and targeted CFPB campaigns. She regularly prepares law firm leadership and CEOs for media engagements ranging from live broadcast opportunities such as Squawk Box to in-person Wall Street Journal interviews and phone briefings with trade publications.

Andrew Medeiros serves as the Director of Innovation at Troutman Pepper. As a trained attorney and certified Lean Six Sigma Black Belt, Andrew marries expertise in process improvement, technology, and legal to focus on simple yet powerful solutions that help the firm's attorneys more easily and more efficiently deliver quality legal services. Andrew is dedicated to finding new ways of using technology to practice better. He wields a unique set of skills, honed during a career in online journalism and through a variety of legal roles with startup companies, government agencies, and legal aid organizations. This legal and technical background allows Andrew to excel as a technologist, consultant, and problem-solver.

Susan Peters runs Greybridge PR, a PR and communications firm she founded in 2016 that is focused on profile-raising for lawyers and law firms. Prior, she handled the media relations and communications functions in house for several top AmLaw 100 law firms, including Davis Polk & Wardwell and Vinson & Elkins. Susan teaches a graduate class at New York University’s School of Professional Studies in Communications, Ethics, Law and Regulation.

Learn more about or register for the full series

LMA Body of Knowledge Domain: Technology Management
Competency: Data and Analytics

Join us for an in-depth exploration of how technology can drive effective marketing strategies within law firms. This session will bring together a panel of experts, who will provide insights into integrating marketing technology including CRM systems, website and data analytics, and intelligence and thought leadership analytics to enhance business development and marketing efforts. Learn how to measure success accurately and make informed decisions that can significantly impact your firm's growth and client engagement. This session is designed for those looking to harness the power of data to streamline and optimize their law firm's marketing initiatives.
Learning Outcomes:

• Strategies for Data-Driven Decision Making: Gain insights into how internal data can be leveraged for optimizing strategic decisions within law firms.
• Enhancing Professional Visibility Through Digital Media: Explore effective methods for using long-form content and digital media to increase visibility and influence targeted professional audiences.
• Advanced Marketing Integration for Firm Growth: Learn to integrate marketing, business development, and client engagement strategies to drive awareness, engagement, and retention in professional services.

Speakers:

Alyson Fieldman (moderator) is a seasoned marketing professional with over 20 years in professional services marketing. She currently works at Rockit Results as an independent consultant with high-growth professional services firms to achieve their strategic, marketing, business development, and client/employee experience goals. Alyson thrives on facilitating collaborative, cross-functional strategy sessions that result in actionable marketing plans, crafting impactful client experience programs, and building and leading high-performance teams.

Most recently, Alyson served as Chief Marketing Officer for Marcum LLP, a top-15 accounting and business advisory firm, where she worked closely with firm leadership to set the marketing strategy to build awareness, drive client value, and support firm growth. Previously, Alyson served as Managing Director of Client Services at One North Interactive, Portfolio Manager of Interactive Marketing at Hubbard One (A Thomson Reuters business), Account Manager at Greenfield/Belser, and Marketing Director for a small labor and employment law firm. Alyson’s clients have included some of the world’s largest and most reputable law firms, accounting firms, and consulting businesses – including Reed Smith, Skadden, Jones Day, Minter Ellison, CliftonLarsonAllen, and Navigant.

Jason Kennedy has worked at the intersection of marketing technology over the last decade plus, processes and data within professional services. He has lead technology implementations, data strategy initiatives, and data visualization projects. Jason is currently the Intelligence Solutions Manager for Holland & Knight, and has an MBA and Masters Degree in Marketing Analytics.

Adrian Lürssen is co-founder and VP of strategic development at JD Supra — a leading platform for content distribution and business intelligence — where, among other things, he heads many of the organization’s editorial initiatives. Adrian has spent his professional life working in new media, starting in the 1990s as an early Yahoo! employee when he built and managed the Internet pioneer's first team of editors and writers.  

LMA Body of Knowledge Domain: Marketing Management and Leadership Competencies: Firm Organizational Structure and Dynamics & Department Management, Leadership and Motivation

This session will explore necessary skills for leadership and management within law firm marketing departments. Our panel of experts will provide insights into cross-functional collaboration, defining and developing personal and professional identity, practical execution of strategies, and leveraging tools and technology for professional growth. Attendees will gain valuable strategies to advance their careers and contribute more effectively to their organizations.

Learning Outcomes:

• Identify effective communication and collaboration strategies for working across different departments within a law firm.
• Discuss ways to define and align personal and professional identity with career goals in a legal marketing context.
• Explore practical skills, tools, and technologies that enhance personal productivity and support continuous professional development.

Presenters:

Jessie Spressart is the Founder and Managing Director of Optia Consulting. She brings nearly twenty years of experience in talent management and law firm professional development to her coaching and consulting practice. Jessie founded Optia with the mission to help legal organizations improve well-being through solutions designed to capitalize on the strengths of each generation in the workforce today. Optia provides consulting and training on management and leadership skills, mental health, and well-being in the workplace.

Britt Schmidt is Vorys, Sater, Seymour and Peasechief's legal talent & inclusion officer and is based in the Columbus office. She leads the legal talent department, oversees the firm’s legal recruiting, professional development, diversity, inclusion and retention strategies to drive growth and engagement across the firm’s ten markets. Her team provides dedicated resources to support attorney integration, professional development, mentorship and well-being in ways that advance their careers and elevate their experience at Vorys. She works collaboratively with firm leaders to align Vorys’ business and talent strategy and serves in various leadership roles throughout the firm including as chair of the Mentorship & Engagement Committee; vice-chair of the Diversity, Equity & Inclusion Committee; member of the firm’s Strategic Operations and Planning Committee and Hiring Committee; and as the firm’s Flexible Work Advisor. She reports directly to the firm’s managing partner.

Gene Gilmore is a lawyer, entrepreneur and certified coach who brings over a decade of professional development experience, insightful creativity and leadership to Cooley's unique culture. Gene leads a talented team devoted to supporting the ongoing professional development of all Cooley lawyers throughout their careers with integration and on-boarding programs, substantive skills training, stage-critical conferences, professional skills workshops and coaching, and on-demand e-learning resources. 

Cost: 
Members: Complimentary
Prospective Members: $79

LMA Body of Knowledge Domain: Client Services
Competency: External Client Communications and Feedback 

The best way to improve client service is by listening and learning from your clients. Successful client feedback programs do more than collect opinions—they drive strategic actions that enhance client experiences, strengthen relationships, and foster loyalty. This program will present key insights from research, surveys, and interviews highlighting the most common themes, praise, and complaints shared by clients. Participants will also explore best practices from law firms that effectively use feedback methodologies to create actionable follow-up strategies that yield measurable results.

Learning Outcomes:

• Create practical follow-up strategies that turn feedback into action.
• Conduct successful debrief meetings that drive meaningful change.
• Identify and share key trends, common themes, and best practices to elevate client service across the firm.

Speakers:

Dan Herbener is Client Experience (CX) & Marketing Analyst at Benesch, an AmLaw 200 firm with more than 400 attorneys across seven offices. In this role, Dan helps lead Benesch’s client experience program, including driving the firm’s client feedback collection and analysis to ensure a top-notch client experience, gain insights about clients’ preferences and opinions, and adapt the firm’s services to best meet its clients’ needs. Dan is also heavily involved with the firm’s business development efforts, collaborating with attorneys and departments across the firm to drive new client acquisition and revenue growth. Dan currently serves as Co-Chair of the Legal Marketing Association’s Client Value Shared Interest Group, which focuses on understanding and enhancing the relationships that exist between law firms and their clients.

Laura Meherg is a founder and partner in the Wicker Park Group. She plays a key role in all programs offered by WPG. Laura previously founded Meherg Consulting, which later became part of WPG. Before that, she served as Director of Client Services at Burr & Forman, where she was responsible for every aspect of marketing, business development, client service and training (1998-2005). She developed the firm’s client feedback program, which produced measurable results, won universal praise from firm leadership and became a benchmark in the industry. The Elite Excellence in Legal Marketing Awards named her 2004 “Marketing Director of the Year” and she recently received the 2023 Legal Sales and Service Award: Consultant of the Year. She has conducted thousands of interviews over the past 25 years and worked with more than 120 law firms.