LMA Beyond Borders - Igniting Change for Customer Success: Fueling High-Growth in Law Firms

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.