The 27th Annual Marketing Partner Forum Vision Quest: Aligning Strategic Focus Across the Firm

Event Details

Jan 22 - 24, 2020

Miami, FL

$2695 USD

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For questions about this event, please call 1-800-308-1700

In January 2020, Marketing Partner Forum visits The Ritz-Carlton Key Biscayne in Miami, Florida for three days of rigorous education and professional networking at one of the nation’s most luxurious properties. Conveniently situated near Miami International Airport (MIA), Key Biscayne is the ideal backdrop for one of the legal profession’s most revered programs dedicated to law firm profitability and client development in a dynamic legal services market. Please join us as we continue our annual examination of critical law firm marketing and client-oriented trends impacting the business of law.

Unsure whether to attend? Check out our most recent conference highlights!

Sign up today and receive 10% off registration with an early bird discount! Enter code SUNNY10 at online check-out. Offer expires January 21, 2019.

Special Offers

Group discounts available! Call us today.

Why You Should Attend

  • Marketing Partner Forum is designed for client development partners, rainmakers, and the senior-most legal marketing and business development leaders across the profession.
  • Our content reflects the experience and sophistication of our international audience in terms of rigor, ambition and scope.
  • Attendees can engage venerable thought leaders both within and outside of the legal industry.
  • Our program offers ample networking opportunities and the stunning scenery, nightlife, spa and sand of southern Florida.
  • Attendees can interact directly with senior clients and network for new business;
  • Refresh & reflect at our Wednesday Welcome Luncheon and Friday Bloody Mary Brunch;
  • And depart the event with practical takeaways to share with peers and firm leadership.

    Who Should Attend

  • Law Firm Chief Marketing Officers
  • Senior Business Development Personnel
  • Business Development Partners
  • Client Relationship Partners
  • Chief Strategy Officers
  • Event Co-Chairs

    Silvia Coulter

    Co-Founding Principal, LawVision Group LLC

    View Faculty Page
    Beth Marie Cuzzone

    Chief Business Growth Officer, Goulston & Storrs PC

    View Faculty Page
    Dennis Garcia

    Assistant General Counsel, Microsoft Corporation

    View Faculty Page

    Event Keynote Speaker

    Thales Teixeira

    Author & Co-Founder, Decoupling.co

    View Faculty Page

    Event Details

    Wednesday, Jan 22

    12:00 PM
    Conference Registration & Welcome Luncheon

    Please join us for lunch as we kick off our 2020 program.

    1:00 PM
    Workshop #1: Quantum Leap: Advancing Firmwide Competitive Intelligence (Breakout)

    Although many firms recognize the value of competitive intelligence (“CI”) from a business development and marketing standpoint, few succeed in fully realizing its intrinsic value to the enterprise. When properly leveraged, competitive intelligence can fundamentally transform law firm operations, practice group performance and strategic growth, and help close the gap between industry peers and Big 4 competitors. This session offers a master class in establishing a “next-level” CI framework for maximum impact across the business. Participants will discover how to sell competitive intelligence 2.0 to the partnership and firm; how to foster a culture of commitment within the marketing and sales department(s); and, perhaps most importantly, how to establish attainable benchmarks when assessing ROI.

    Facilitators:
    Zena Applebaum, Director, Professional Firm & Corporate Segments, Thomson Reuters Canada & Sessional Instructor, University of Toronto Faculty of Information
    Marcie Borgal Shunk, President & Founder, The Tilt Institute
    Debra S. Lawrence, Chief Strategy Officer, Morgan, Lewis & Bockius LLP
    Madhav Srinivasan, Chief Financial Officer, Hunton Andrews Kurth LLP

    Workshop #2: Winds of Change: Advancing New Firmwide Profitability Models (Breakout)

    Law firm profitability cannot be measured with a single mathematical formula. Indeed, in a modern legal services market where pricing pressures and client service expectations continuously evolve, law firm leaders find themselves hard-pressed to develop more bespoke levers for determining their organization’s financial health at an individual practitioner, practice group or client level. This workshop asks participants to conceptualize a more nuanced and comprehensive profitability model based upon several discrete case studies of firms where innovative metrics are helping executives understand top priorities, performers, clients and collaborators across the enterprise.

    Facilitators:
    Craig E. Courter, Chief Operating Officer, Katten Muchin Rosenman LLP
    Lisa Smith, Principal, Fairfax Associates

    Workshop #3: Pattern Recognition: Predicting Client Attrition Risks through Data Analysis (Breakout)

    As competition continues to evolve across legal services, the battle to not simply win but retain key clients rages on. Those firms committed to leveraging data analytics are gaining a palpable advantage over peers through the mastery of predictive analytics to accurately anticipate client attrition and identify early warning signs for at-risk accounts—an initiative with clear ramifications for marketing and business development personnel. Beginning with a comprehensive case study, this workshop trains participants on how to objectively identify client risk and development opportunities vis-à-vis basic data analysis, statistical techniques, and net promoter score (NPS) calculations. Participants will work collaboratively on analyzing client lifecycle, rotation and attrition causation, while departing with a fundamental grasp of how to leverage advanced analytics within their firm.

    Facilitators:
    Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC
    Jennifer Roberts, Senior Manager, Strategic Research, Intapp, Inc.
    Lisa M. Simon, Chief Marketing & Business Development Officer, Lewis Roca Rothgerber Christie LLP

    2:30 PM
    Break
    2:45 PM
    Workshop #1: Quantum Leap: Advancing Firmwide Competitive Intelligence (Breakout)

    Although many firms recognize the value of competitive intelligence (“CI”) from a business development and marketing standpoint, few succeed in fully realizing its intrinsic value to the enterprise. When properly leveraged, competitive intelligence can fundamentally transform law firm operations, practice group performance and strategic growth, and help close the gap between industry peers and Big 4 competitors. This session offers a master class in establishing a “next-level” CI framework for maximum impact across the business. Participants will discover how to sell competitive intelligence 2.0 to the partnership and firm; how to foster a culture of commitment within the marketing and sales department(s); and, perhaps most importantly, how to establish attainable benchmarks when assessing ROI.

    Facilitators:
    Zena Applebaum, Director, Professional Firm & Corporate Segments, Thomson Reuters Canada & Sessional Instructor, University of Toronto Faculty of Information
    Marcie Borgal Shunk, President & Founder, The Tilt Institute
    Debra S. Lawrence, Chief Strategy Officer, Morgan, Lewis & Bockius LLP
    Madhav Srinivasan, Chief Financial Officer, Hunton Andrews Kurth LLP

    Workshop #2: Winds of Change: Advancing New Firmwide Profitability Models (Breakout)

    Law firm profitability cannot be measured with a single mathematical formula. Indeed, in a modern legal services market where pricing pressures and client service expectations continuously evolve, law firm leaders find themselves hard-pressed to develop more bespoke levers for determining their organization’s financial health at an individual practitioner, practice group or client level. This workshop asks participants to conceptualize a more nuanced and comprehensive profitability model based upon several discrete case studies of firms where innovative metrics are helping executives understand top priorities, performers, clients and collaborators across the enterprise.

    Facilitators:
    Craig E. Courter, Chief Operating Officer, Katten Muchin Rosenman LLP
    Lisa Smith, Principal, Fairfax Associates

    Workshop #3: Pattern Recognition: Predicting Client Attrition Risks through Data Analysis (Breakout)

    As competition continues to evolve across legal services, the battle to not simply win but retain key clients rages on. Those firms committed to leveraging data analytics are gaining a palpable advantage over peers through the mastery of predictive analytics to accurately anticipate client attrition and identify early warning signs for at-risk accounts—an initiative with clear ramifications for marketing and business development personnel. Beginning with a comprehensive case study, this workshop trains participants on how to objectively identify client risk and development opportunities vis-à-vis basic data analysis, statistical techniques, and net promoter score (NPS) calculations. Participants will work collaboratively on analyzing client lifecycle, rotation and attrition causation, while departing with a fundamental grasp of how to leverage advanced analytics within their firm.

    Facilitators:
    Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC
    Jennifer Roberts, Senior Manager, Strategic Research, Intapp, Inc.
    Lisa M. Simon, Chief Marketing & Business Development Officer, Lewis Roca Rothgerber Christie LLP

    4:15 PM
    Break
    4:45 PM
    Champagne Roundtable #1: Everything that Rises: Mastering Competitive Partnerships in Law Firm Panel Convergence (Breakout)

    As corporate clientele continue to consolidate outside counsel as a practical means to an end, empaneled firms face an important—if not delicate—question of how best to share common accounts with their rival(s). Modern clients expect outside counsel to work collaboratively and expeditiously on legal matters. But is such behavior easier said than done? This roundtable asks participants to discuss how their firm is forging relationships with industry competitors in order to best meet client expectations.

    Champagne Roundtable #2: Match Game: Designing a Bespoke Martech Strategy (Breakout)

    Each year the legal marketing technology stack grows ever more impressive in the face of myriad new platforms seeking to automate daily workflow for law firm personnel. As key decision-makers, law firm CMOs face key decisions on which supporting technologies to invest in or discard. This roundtable offers a practical assessment of the state of legal martech today. Our facilitators will discuss essential technologies within their respective organizations, and ask participants to weigh in on how each set about defining an effective technology strategy for their firm.

    Facilitators:
    Chris Fritsch, Business Development Consultant & Founder, CLIENTSFirst Consulting
    Adrian Lurssen, Co-Founder, JD Supra, LLC

    Champagne Roundtable #3: Provident Design: Assessing Organizational Progress Around Law Firm Wellness (Breakout)

    In light of recent developments underscoring the mental, physical, or emotional fragility of many law firm professionals, executive leaders are aggressively addressing employee well-being as a top business priority. Building upon a previous Marketing Partner Forum discussion, this roundtable invites participants to share how wellness initiatives are aligning with people strategy and business development in their firm. Key conversation points include the role of the marketing partner and CMO in supporting employee wellness, quantifying lost revenue around employee behaviors, aligning strategic growth with wellness initiatives, and “selling” a healthy corporate ethos to prospective hires.

    5:45 PM
    Opening Night Reception

    Please join us for our cocktails and canapés as we reflect upon the day’s discussions.

    Thursday, Jan 23

    8:30 AM
    Networking Breakfast
    9:20 AM
    Opening Remarks
    9:30 AM
    The 2020 Annual Marketing Partner Forum Survey: A Data-Driven Dive on Legal Marketing and Business Development Across the Industry

    Please join us as we begin our program with takeaways from our revamped annual Marketing Partner Forum attendee survey and offer cogent analysis of the current state of the legal industry.

    Presenters:
    Silvia L. Coulter, Principal, Business Development Practice Leader, LawVision Group, LLC
    Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC

    10:30 AM
    Morning Break
    10:45 AM
    E Pluribus Unum: Collaboration & Scalability with High Performing Client Teams

    In the modern-day law firm, client matters are always already collaborative efforts pivoting upon the diverse expertise of business and legal professionals. In corporate America, many sophisticated legal departments leverage a similar array of specialist skillsets to help improve productivity and ultimately drive value for their clients. This panel ponders the myriad synergies at work within high-performing corporate legal teams. Anchored by candor from prominent clientele, this conversation examines how and where in-house counsel are reimagining operational models, whether through new talent infusion, more effective client teaming, or collaborative project management with external partners.

    Moderator:
    Kristin Calve, Co-Founder, Law Business Media

    12:00 PM
    Networking Luncheon
    1:00 PM
    Break
    1:15 PM
    Breakout #1: Building Consensus: Engaging Partners Around Change (Breakout)

    A recent survey over change efforts within the Am Law 200 yielded a number of startling conclusions. Not only were over 90% of respondents convinced that their firm viewed changing the legal service delivery model as only a “low” or “moderate” priority, but well over 60% pointed to ingrained ennui amongst the partnership as the primary point of friction. Law firm executives must build firmwide consensus in order to transform their business. But recognizing this need, and actually succeeding in doing so, are two very different propositions. This session offers candid advice on how to overcome organizational pockets of resistance and build a groundswell of enterprise support.

    Moderator:
    Jonathan Fitzgarrald, Managing Partner, Equinox Strategy Partners

    Panelists:
    Amy V. Colby, Partner & Department Chair – Regulatory and Finance; Executive Committee Member, Troutman Sanders LLP
    Jason P. Grunfeld, Partner & Head of Business Development, Kleinberg, Kaplan, Wolff & Cohen, PC
    James G. Sammataro, Partner & Co-Chair, Media + Entertainment Group, Pryor Cashman LLP

    Breakout #2: Actual Results May Vary: Incubating New Firm Practice Areas & Services (Breakout)

    In their perpetual pursuit of growth, many firms devote significant resources to developing new practice areas and exploring creative pathways for enhanced client service and support. As key stakeholders, law firm leaders play crucial roles in ensuring that every stage in this transformative journey proves successful. This session offers an earnest take on how leading firms are nurturing growth in the current buyer’s market. Core discussion points include: aligning practice expansion with broader firm strategy; defining a go-to-market strategy and fostering firmwide engagement; identifying a sustainable people strategy to facilitate success; and establishing effective KPIs to determine the pace of progress.

    Moderator:
    Deborah Farone, Strategic Advisor and Author, Farone Advisors LLC

    Panelists:
    Ashraf Lakhani, Director of Business Development & Marketing, Porter Hedges LLP

    Breakout #3: Adaptive Engineering: From Key Clients to Strategic Account Management (Breakout)

    Strategic account management (“SAM”) is one of the most important revenue-generating practices deployed outside the legal profession. Whether in the financial services, healthcare, consultancy or retail sectors, SAM techniques are helping businesses grow key accounts and welcome new clients at an unprecedented pace. And while many law firms continue to leverage client teams as part of their overall business development approach, the proactive executive might reasonably ask, is such thinking rapidly becoming atavistic? This breakout offers critical guidance on the key attributes of a successful law firm SAM strategy: where to begin, who to involve, and how to measure success.

    Moderator:
    Silvia L. Coulter, Principal, Business Development Practice Leader, LawVision Group, LLC

    Panelists:
    Dennis Garcia, Assistant General Counsel, Microsoft Corporation
    Alvidas Jasin, Director of Client Development, Ropes & Gray LLP
    Daniel H. Weintraub, Managing Director & Chief Administrative and Legal Officer, Audax Management Company, LLC

    2:30 PM
    Break
    2:45 PM
    Swords to Plowshares: Managing Senior Partner Transitions in the Firm

    It goes without saying that senior partner successions, if done improperly, can greatly impact client relationships and law firm profitability. According to Altman Weil, nearly 65% of law firm equity partners are in their late fifties or early sixties, and over 60% of partners aged sixty or older manage more than half of their firm’s book of business. Increasingly, firms are recognizing the need to establish formal transition plans that meet the needs of clients, overall firm strategy, and perhaps most importantly, the senior partners themselves. This conversation offers candid advice on how to align client and brand-centric strategy with talent transitions at the firm. Our panel will address best practices for marketing and business development leaders tasked with ensuring a seamless customer journey.

    Panelists:
    Stephen Teplin, Assistant General Counsel, Fidelity National Information Services, Inc.

    4:00 PM
    Break
    4:15 PM
    Breakout #1: Due North: New Techniques in Client Journey Mapping (Breakout)

    Client journey mapping remains a popular trend within the legal community. As a valued marketing exercise, journey mapping helps situate the conversation squarely on the needs of the individual client, thereby eliminating any ambiguities for firms looking to forge an enduring, mutually beneficial customer relationship.  This session examines the ongoing evolution of client journey mapping in law firms today. Our faculty will share case studies on how their organization is deepening client relationships and realizing a tangible impact across the firm.

    Breakout #2: Going Private: Onboarding Public Sector All-Stars (Breakout)

    As the flurry of big-name law firm hires continues to generate buzz, the pressure is on many prized recruits to rapidly transition from roles ostensibly lacking a “natural” book of business to one with lucrative—and stable—revenue potential. Consider the unprecedented spate of law firm announcements touting the arrival of former public sector lawyers with formidable expertise. As employers, law firms have every right to anticipate a swift return on investment. Yet for all the accolades attached to these so-termed “all-stars,” many firms fall short in creating an effective support environment where high-priced hires can thrive. This conversation offers peer-driven advice to new hires looking to hit the ground running at their firm.

    Moderator:
    Edward J. Newberry, Global Managing Partner – Public Policy, Investigatory & Regulatory Solutions; Member, Executive & Management Committees, Squire Patton Boggs

    Panelists:
    Peter Robertson, General Counsel, The Pebble Partnership

    Breakout #3: Drafting Winning Teams: Analyzing Marketing & Business Development EQ (Breakout)

    What does your lateral “draft” look like? When the NFL and other major sporting leagues make a draft pick, scouts and coaches will have completed months—if not years—of careful research into a given prospect’s tangible (athleticism, statistics, height & weight) and intangible assets (work ethic, coachability and comportment). In the legal profession, hiring decisions are based largely upon tangible qualities like experience, education and interview skills, while “soft skills” such as emotional intelligence, client service acumen and personal drive are largely overlooked. This breakout addresses a number of innovative tools progressive firms are levering when it comes to bolstering their hiring success rate. Our panel will discuss what techniques are proving most effective when it comes to making better hiring decisions and augmenting business development teams.

    Moderator:
    Mark Levin, JD, MBA, Chief Marketing & Business Development Officer, Marshall, Gerstein & Borun LLP

    Panelists:
    M. Shaun McGaughey, Administrative Shareholder, Vice President & Secretary, Koley Jessen
    Jennifer S. Queen, Chief Talent Officer, Bracewell LLP
    Michael Ellenhorn, Founder & Chief Executive Officer, Decipher

     

    5:15 PM
    The Grand Reception

    Please join us for our cocktails and canapés as we reflect upon the day’s discussions. Spouses and significant others are welcome.

    Friday, Jan 24

    8:30 AM
    Breakfast & Partner Talks
    9:30 AM
    Keynote Address: The Economics of Disruption

    If Amazon, Netflix, Uber and Facebook have proven one thing, it is that disrupting consumer behaviors can be a highly lucrative if momentous endeavor. According to former Harvard Business School Professor Thales S. Teixeira, each of the aforementioned companies created a short cut—in effect, reset the value proposition—for consumers across heretofore moribund (if monopolized) industries: retail, entertainment, transportation and news. Each company recognized how reimagined business models could deliver a more efficient and bespoke customer experience in the age of information. Will the legal profession follow suit? Please join us as Thomson Reuters proudly welcomes Professor Teixeira for a provocative presentation on the economics of disruption and strategic vision in the modern business landscape.

    Presenter:
    Thales Teixeira, Co-Founder, Decoupling.co; & Author, Unlocking the Customer Value Chain

    10:30 AM
    Break
    10:45 AM
    Breakout #1: A Rising Tide Lifts All Boats: Revamping Firmwide Origination Credit Systems (Breakout)

    It’s no secret that the vast majority of the Am Law 200 widely views origination credit as a vital cog in annual compensation calculations. Yet, in an era where calls for more diverse and collaborative representation reign supreme, many firms are proactively revamping origination credit systems and pushing colleagues toward a more client-centric approach. This breakout interrogates the fate (and state) of origination credit systems in the modern law firm. Our panel will discuss the various models in place at their firm, including areas where origination credit or compensation can be revisited.

    Panelists:
    Lisa Smith, Principal, Fairfax Associates

    Breakout #2: The Mirror Crack’d: Perception vs. Reality in Reputational Management (Breakout)

    For all the talk of industry transformation and practice innovation, the legal profession will forever be defined by performance, reputation and relationships. Myriad media headlines suggest that any number of unforeseen developments, including partner and practice group defections, controversial clientele, or alleged ethical misconduct, can have a deleterious impact on a firm’s overall reputation and finances. And while some within the profession might discount the repercussions of reputational harm, savvy executives recognize why aligning perception with reality is critical for long-term success. This conversation offers candid thoughts on facilitating reputational awareness across the enterprise.

    Moderator:
    Nicky McHugh, Vice President, North America, Reputation Institute

    Panelists:
    Dr. Roy Shapira, Associate Professor, Harry Radzyner Law School, IDC Herzliya
    Deborah Jo Soehlig, Principal, Fischel & Kahn, Ltd.

    12:00 PM
    Bloody Mary Brunch

    Please join us for a convivial networking brunch as our Marketing Partner Forum concludes with brunch & cocktails beneath the palms.

    Thales Teixeira

    Author & Co-Founder, Decoupling.co

    View Faculty Page

    Accreditation

    The Ritz-Carlton Key Biscayne

    455 Grand Bay Drive
    Miami, FL 33149
    305.365.4500

    PAID ATTENDEES:
    As part of your conference registration, Thomson Reuters will pay for 2 nights hotel room (including resort fee and taxes) at The Ritz-Carlton Key Biscayne. Please include your arrival and departure dates on the registration form, and we will book the reservation on your behalf. Emails containing hotel confirmation numbers will be issued beginning in September 2019. If your plans change and/or you wish to take advantage of the group guest room rate ($429/night plus taxes – resort fee has been waived) for an extended stay, please contact Hotel Reservations at 800.241.3333 and provide them with your confirmation number (after receiving this from us). You will be asked to provide credit card information for additional nights.

    FACULTY, SPONSORS & SPONSOR COMPS
    We have reserved a block of rooms at a negotiated group rate of $429/night plus taxes (resort fee has been waived). For guest room reservations at the group rate, please call Hotel Reservations at 800.241.3333 and reference the “Thomson Reuters 27th Annual Marketing Partner Forum.” The cut-off date for guest room reservations is Friday, December 27, 2019. Rooms are subject to availability.

    HOTEL CANCELLATION/MODIFICATION POLICY: RESERVATIONS MUST BE CANCELED/MODIFIED 7 DAYS PRIOR TO ARRIVAL TO AVOID A PENALTY.

    For questions regarding hotel rooms, please contact LEI@thomsonreuters.com.

    RESORT FEE INCLUSIONS:
    -Unlimited in-room high speed internet access (6mb), wireless and wired
    -Unlimited local phone calls
    -Access calls for long distance calling cards
    -Beach relaxation experience which includes 2 chairs and 1 umbrella
    -Use of beach recreation equipment including: Kayaks, Stand Up Paddleboards, Floats
    -One hour fitness class per day
    -Use of Spa’s steam, sauna and jacuzzi

    CHECK IN / CHECK OUT
    Check-in: 4:00PM
    Check-out: 11:00AM

    PARKING:
    Discounted Valet Parking: $35 Overnight

    TRAVEL:
    Airports:
    Miami International Airport (MIA) is located 14.4 miles from the hotel, approx. 27 minutes driving time.
    Fort Lauderdale/Hollywood International Airport is located 35.1 miles from the hotel, approx. 51 minutes driving time.

    Transfers:
    For assistance with scheduling transportation to/from the resort, please contact the Hotel Concierge at 305.365.4135.

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