The 28th Annual Marketing Partner Forum Open Range: New Frontiers, New Opportunities

Event Details

Aug 18 - 20, 2021

Dana Point, CA

$2695 USD (Law Firm Attendees)

Register Now

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

In August 2021, Marketing Partner Forum returns to The Ritz-Carlton, Laguna Niguel in Dana Point, CA for three days of rigorous education and professional networking at one of the nation’s most luxurious properties. Conveniently situated near John Wayne/Orange County Airport (SNA), Long Beach Airport (LGB), and Los Angeles International Airport (LAX), Laguna Niguel 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.

Couldn’t join us last year? Check out conference highlights from the 27th Annual Marketing Partner Forum in Key Biscayne!

At Thomson Reuters, the health and well-being of conference attendees is of paramount import. We are carefully monitoring the evolving global health situation and will advise on any conference-related developments as they arise. Please contact lei@thomsonreuters.com with any additional questions or concerns.

Special Offers

Take advantage of our Early Bird Discount to receive 15% your registration. Simply use coupon code MPF2021 during online checkout. Offer expires March 31, 2021.

Special group discounts available!

Buy two registration passes and receive 20% off your order.

Buy three or more registration passes and receive 25% off your order.

Call us today or email trisales@thomsonreuters.com for assistance.

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 sun of Southern California.
  • 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
    Justin Ergler

    Director, Alternative Fee Intelligence and Analytics, GlaxoSmithKline

    View Faculty Page

    Event Details

    Wednesday, Aug 18

    12:00 PM PT
    Registration & Welcome Luncheon

    Please join us for lunch in the Monarch Bay Courtyard as we kick off our 2021 program.

    1:00 PM PT
    Workshop #1: O Pioneers!: New Frontiers in Law Firm Pricing Strategy (Breakout)

    As global business continues to awaken from involuntary hibernation, law firms are reinventing their value proposition through new, highly creative, client-centric pricing plans emblematic of a market transformed. Clients need their law firms to be agile and more efficient than ever, especially when slashed legal budgets and leaner staff headcounts appear par for the course. This workshop offers an important (if indeed prescient) opportunity for law firm marketing and business development leaders to engage peers and clients in an interactive examination of emergent pricing methodologies and client feedback in the modern legal services landscape.

    Workshop #2: The Good, the Bad and the Ugly: Building & Maximizing Law Firm Sales Teams (Breakout)

    Every business leader has a preferred approach to building a successful team. Whereas some envision a focused blend of talent grounded in industry expertise, others seek voices with broad, pan-industry knowledge in order to best engage the customer. Philosophical inclinations notwithstanding, the ultimate goal remains the same. Yet, as is often the case with best laid plans, the devil is in the detail. This workshop offers solutions for maximizing the impact of truly dynamic enterprise squads. Participants are invited to share perspectives on what accelerates or impedes peak performance within their own organizational walls.

    Facilitators:
    Christian F. Berger, Senior Advisor, Strategic Business Development, McGuireWoods LLP
    David Burkhardt, Client Service Director, Wyrick Robbins Yates & Ponton LLP
    Mike Duffy, Director of Growth and Client Service, King & Spalding LLP
    Stephanie Hinrichs, Senior Director of Sales, Womble Bond Dickinson (US) LLP

    Workshop #3: Pattern Recognition 2.0: Predicting Client Profitability through Data Analysis (Breakout)

    Continuing a conversation begun at last year’s Forum, this workshop offers a sophisticated examination of predictive analytics in law firms today. Anchored by a novel and comprehensive case study, our presenters will deliver advanced insights into how predictive modeling is transforming law firm business development efforts and creating a competitive advantage. Participants will work collaboratively and leverage basic data analysis, statistical techniques, and net promoter score (NPS) calculations to understand client lifecycle, rotation, attrition causation, and more. Please be advised, prior participation in last year’s workshop is not required.

    Facilitators:
    Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC
    Jennifer Roberts, Senior Manager, Strategic Research – Egencia, Expedia Group

    2:30 PM PT
    Networking Break
    2:45 PM PT
    Workshop #1: O Pioneers!: New Frontiers in Law Firm Pricing Strategy (Breakout)

    As global business continues to awaken from involuntary hibernation, law firms are reinventing their value proposition through new, highly creative, client-centric pricing plans emblematic of a market transformed. Clients need their law firms to be agile and more efficient than ever, especially when slashed legal budgets and leaner staff headcounts appear par for the course. This workshop offers an important (if indeed prescient) opportunity for law firm marketing and business development leaders to engage peers and clients in an interactive examination of emergent pricing methodologies and client feedback in the modern legal services landscape.

    Workshop #2: The Good, the Bad and the Ugly: Building & Maximizing Law Firm Sales Teams (Breakout)

    Every business leader has a preferred approach to building a successful team. Whereas some envision a focused blend of talent grounded in industry expertise, others seek voices with broad, pan-industry knowledge in order to best engage the customer. Philosophical inclinations notwithstanding, the ultimate goal remains the same. Yet, as is often the case with best laid plans, the devil is in the detail. This workshop offers solutions for maximizing the impact of truly dynamic enterprise squads. Participants are invited to share perspectives on what accelerates or impedes peak performance within their own organizational walls.

    Facilitators:
    Christian F. Berger, Senior Advisor, Strategic Business Development, McGuireWoods LLP
    David Burkhardt, Client Service Director, Wyrick Robbins Yates & Ponton LLP
    Mike Duffy, Director of Growth and Client Service, King & Spalding LLP
    Stephanie Hinrichs, Senior Director of Sales, Womble Bond Dickinson (US) LLP

    Workshop #3: Pattern Recognition 2.0: Predicting Client Profitability through Data Analysis (Breakout)

    Continuing a conversation begun at last year’s Forum, this workshop offers a sophisticated examination of predictive analytics in law firms today. Anchored by a novel and comprehensive case study, our presenters will deliver advanced insights into how predictive modeling is transforming law firm business development efforts and creating a competitive advantage. Participants will work collaboratively and leverage basic data analysis, statistical techniques, and net promoter score (NPS) calculations to understand client lifecycle, rotation, attrition causation, and more. Please be advised, prior participation in last year’s workshop is not required.

    Facilitators:
    Mark Medice, Principal, Data Science Practice Leader, LawVision Group LLC
    Jennifer Roberts, Senior Manager, Strategic Research – Egencia, Expedia Group

    4:15 PM PT
    Networking Break
    4:45 PM PT
    Champagne Breakout #1: Roughing It: Recalibrating Law Firm Business Development & Marketing Spend (Breakout)

    It’s difficult to imagine where legal marketing efforts would be today without the aid of technology over the past twelve months. Thanks to remote working arrangements and social distancing, marketing and business development strategy—not to mention in-person client engagement—has taken on a decidedly different hue. How have law firm marketing leaders adapted to the new business climate? What impact have recent events had on departmental budgets and spend? How effective has virtual client interaction been for business development and networking efforts? This roundtable invites audience participation as we begin a new calendar year.

    Moderator:
    Jennifer Schaller, Esq., Managing Director & Co-Founder, The National Law Review

    Champagne Breakout #2: Smoke Signals: Managing Global Marketing Teams (Breakout)

    Even before the onset of COVID-19, global firms reported robust business uptick across manifold markets and locales. Since then, short-term economic pain has given way to exciting and  potentially lucrative opportunities upon which firms look to capitalize. This roundtable invites law firm leaders to discuss how their strategic vision has progressed with respect to international talent management and global growth. Amidst shrinking cross-border footprints and tightening purse strings, how are executives enabling teams to adapt and ultimately thrive?

    Facilitators:
    Gillian W. Ward, Global Chief Marketing Officer, Bryan Cave Leighton Paisner LLP

    Champagne Breakout #3: A Fistful of Dollars: Evaluating Investments in Professional Client Organizations (Breakout)

    The global impact of prominent organizations like the Association of Corporate Counsel (ACC), Minority Corporate Counsel Association (MCCA), or the Corporate Legal Operations Consortium (CLOC) is well-documented and profound. In addition to transforming the law firm-client relationship, each organization’s impressive membership roll underscores its formidable heft leading up to and during the matter-level negotiation process. Still, despite acknowledging the intrinsic value of such high-profile partnerships, firms may consider the ultimate return on investment to be subjective or, at best, underwhelming. How beneficial have professional partnerships been from a profitability or strategic standpoint? What metrics or criteria determine acceptable ROI? Can more be done to appease the interests of all parties involved?

    Moderator:
    Adam Crowson, Chief Executive Officer, Inspired Professionals LLC

    Panelists:
    Deborah Ruffins, Chief Marketing Officer, Perkins Coie LLP

    5:45 PM PT
    Opening Night Reception

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

    Thursday, Aug 19

    8:30 AM PT
    Networking Breakfast
    9:20 AM PT
    Welcome & Opening Remarks

    Presenter:
    Mike Abbott, Vice President, Market Insights & Thought Leadership, Thomson Reuters

    9:30 AM PT
    Ride the High Country: Recalibrating Strategic Direction in the COVID-19 Era

    Please join us as we begin this year’s program with a timely examination of evolving strategic priorities for chief legal officers and general counsel in the new calendar year. Leveraging global industry research from Acritas, this panel offers an important opportunity for law firm partners and marketing and business development executives to understand the new rules of engagement at a moment when headwinds of corporate responsibility and activism, social justice, and public health continue to redefine modern business.

    Panelists:
    Colin Passmore, Senior Partner, Simmons & Simmons LLP

    10:30 AM PT
    Networking Break
    10:45 AM PT
    Keynote Address: The Shape of Progress: Unlocking Atomic Habits

    Progress in our daily lives is incumbent upon a series of interlocking, often subconscious, habits that compound for or against our success. Today’s most effective business leaders identify and prioritize “good” habits over those that hinder them, and in so doing, set themselves apart from peers. What is the key to mastering such behavior? How can top performers become even better at leading organizations, reinforcing accountability, and motivating teams? This year, the Thomson Reuters Institute is pleased to welcome New York Times Bestselling Author James Clear for a special presentation on leadership, decision-making and personal improvement in today’s business climate. Mr. Clear will offer new and practical guidance based upon his multidisciplinary research into the science of habit formation in work and life.

    Presenter:
    James Clear, New York Times Bestselling Author of Atomic Habits

    12:00 PM PT
    Networking Luncheon

    Please join us for lunch in the Monarch Bay Courtyard.

    1:15 PM PT
    Networking Break
    1:15 PM PT
    Breakout #1: Lone Wolves & Mavericks: Managing Law Firm Relationship Partners (Breakout)

    Even in the best of times, agility and collaboration are crucial practices for law firm client relationship partners and client teams. Indeed, without a willingness to engage peers and amplify their firm’s value to the customer, relationship partners fall well-short in maximizing their true potential as trusted legal advisors or rainmakers par excellence. This panel ponders a comprehensive approach to fostering collaborative instincts in business colleagues. How can marketing and business development leaders coach and encourage relationship partners to take full advantage of enterprise resources?

    Moderator:
    Jan Anne Dubin, Chief Executive Officer & Founder, Jan Anne Dubin Consulting

    Panelists:
    Paul McCurdy, Partner, Financial Markets & Funds, Katten Muchin Rosenman LLP
    James E. Nelson, Partner-in-Charge, San Francisco office, Venable LLP
    Amy Yeung, General Counsel & Chief Privacy Officer, Lotame, Inc.

    Breakout #2: Broken Fences: Law Firm Organizational Infrastructure & Collaborative Client Service (Breakout)

    Few appreciate the impact of organizational infrastructure on law firm marketing strategy and client service. In the modern legal landscape, once-insurmountable fault lines between sales, operations, information management, or data and analytics continue to erode amidst talk of collaborative behaviors and exponential growth. This session examines the myriad structural models in place at firms throughout the profession. How successful have firms truly been at coalescing behind a singular commitment to client service?

    Moderator:
    Jonathan Fitzgarrald, Managing Partner, Equinox Strategy Partners

    Panelists:
    Jeff Silvestri, Partner (& Immediate Past Managing Partner), McDonald Carano LLP

    Breakout #3: Squandered Resources: Developing a Robust Business Function in the Firm (Breakout)

    With market competition and the battle for talent maintaining their frenetic pace, the ability of firm executives to cultivate and retain talent is of paramount import. Firmwide coaching and professional development programs cater almost exclusively to legal personnel. But as client expectations and evolving notions of “value” continue to encompass professionals across technology, pricing, project management, knowledge services or marketing, conventional wisdom surrounding “non-lawyer” careers seems increasingly atavistic if not flawed. This session invites participants to share perspectives on where their firms sit today on the talent management spectrum. What has or has not worked in terms of attracting and developing top performers?

    2:30 PM PT
    Networking Break

    Please join us for breakfast in the Monarch Bay Courtyard.

    2:45 PM PT
    No Country for Old Men: Marketing & Business Development Under Generation X

    Lost amidst the discourse of Millennials and the multigenerational workforce is the understated but no less significant ascension of Generation X to the highest rungs of power in the firm. As with their predecessors, this newest generation offers its own unique set of leadership priorities—an important distinction in an era of change. What lessons has this new generation gleaned from senior colleagues? What initiatives do leaders feel will usher their firms to new heights? Where and how will marketing, sales, business development, and client service professionals pave the way for sustained success?

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

    Panelists:
    Amy R. Patton, Partner & Co-Chair, Employment Law Group; Co-Chair, Marketing and Business Development Committee, Payne & Fears LLP
    Elsa Ramo, Founder & Managing Partner, Ramo Law PC

    4:00 PM PT
    Networking Break
    4:15 PM PT
    Executive Roundtable #1: Manifest Destiny: Marketing & Business Development Strategy Through Office Expansion (Breakout)

    It’s been said that one should never let a good crisis go to waste—especially when it comes to modern business. Despite hegemonic discourse to the contrary, law firms with stable coffers are aggressively entering markets, opening offices, eyeing potential acquisitions, and investing in top-tier talent, all with an eye on lucrative work still to come. Recognizing the critical role of marketing and business development throughout this process, this session highlights practical strategies leveraged by leading firms. What approaches have proven effective at positioning firm services in local markets?

    Moderator:
    Suzanne Donnels, Chief Executive Officer, Suzanne Donnels Consulting

    Panelists:
    Darren C. Hauck, Partner-in-Charge, Dallas office, Alston & Bird LLP
    Tiffany Zeigler, Director of Business Development, Alston & Bird LLP

    Executive Roundtable #2: Winding Canyons: Strategic Client Planning & Account Management in Today’s Challenging Environment (Breakout)

    With competition and economic uncertainty abound, law firms are relying upon strategic client planning as a proverbial lifeline for retaining important clients, (new) business opportunities, and growth. Whether at large, publicly held companies or smaller, private institutions, law firm clients face a litany of emerging, even unprecedented challenges that outside counsel can anticipate and address. This conversation offers crucial guidance on how to maximize the impact of strategic client management in a challenging environment rife with health, economic, and sociopolitical concerns. What are law firms doing well—and not so well—in their account management approach? How have the unique contours of the COVID-19 business landscape impacted “value” for both the firm and customer? Are law firms sufficiently prepared to (re)launch an effective initiative?

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

    Executive Roundtable #3: Uncharted Realms: 2021 Partner Talks (Breakout)

    Please join us for four fifteen-minute presentations from our conference partners. Each presentation offers a compelling take on emerging legal marketing trends poised to impact the profession.

    5:15 PM PT
    The Grand Reception

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

    Friday, Aug 20

    8:30 AM PT
    Networking Breakfast

    Please join us for breakfast in the Monarch Bay Courtyard.

    9:30 AM PT
    True Grit: Examining New Law’s Impact on Modern Services

    New Law’s presence in legal services has generated considerable buzz throughout the years, with many now embracing the philosophical tenets of “transformation” and “innovation” that once threatened to disrupt the status quo. By its very nature, New Law and its myriad iterations can be difficult to define: to some, it is a marketing tool forged amid rote competition, while others view the push to reinvent legal service delivery as a strategic lever in a broader, more complex journey of enterprise growth. This conversation offers an important opportunity for distinguished industry leaders to discuss how recent events and their current organizational approach to New Law are influencing client service, business development, and capital investments for the remainder of the year.

    10:30 AM PT
    Networking Break
    10:45 AM PT
    Breakout #1: Tall in the Saddle: Managing Practice Leader Performance & Group Profitability (Breakout)

    In the COVID-19 era, deft practice group management is essential. Even in the best of times, practice group leaders (PGLs) must drive efficient service delivery and exert their influence over new business opportunities and growth. Unfortunately, given all that’s transpired, practice growth performance has been decidedly uneven, and many PGLs face crucial decisions as leaders, collaborators and trusted firm champions. This conversation explores the changing criteria of practice group productivity and oversight in the current climate. What innovative means are practice group leaders deploying to help drive business? How can marketing and business development leaders help support or usher in success?

    Panelists:
    Jeanne M. Gills, Partner & Vice Chair, Intellectual Property Department; Member, Management Committee, Foley & Lardner LLP
    Mike McBride III, Attorney & Chair, Indian Law & Gaming Practice, Crowe & Dunlevy, P.C.

    Breakout #2: Bend of the River: Aligning Brand & Talent Acquisition to Reality (Breakout)

    Brand, like beauty, is in the eye of the beholder. Every firm fancies itself a destination employer; and marketing teams work assiduously to highlight key cultural attributes (work-life balance, collegial settings) in order to attract top talent. Yet sometimes, for all the messaging put forth by employers, firm cultural realities may leave much to be desired. This session offers an earnest take on aligning marketing and communications with talent acquisition. How can firms stave off “rude awakenings” on the part of their newest hires?

    Moderator:
    Michael Ellenhorn, Founder & Chief Executive Officer, Decipher

    Panelists:
    R. Cameron Garrison, Managing Partner & Executive Committee Chair, Lathrop GPM
    D. Jason Lyon, Litigation & Hiring Partner, Hahn & Hahn LLP
    Jennifer S. Queen, Chief Talent Officer, Bracewell LLP

    12:00 PM PT
    Bloody Mary Brunch

    Please join us in the Monarch Bay Courtyard for networking brunch as we conclude this year’s program.

    Accreditation

    The Ritz-Carlton, Laguna Niguel

    One Ritz-Carlton Drive
    Dana Point, CA 92629

    PAID LAW FIRM 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 Laguna Niguel. Please include your estimated 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 2020. If your plans change and/or you wish to take advantage of the group guest room rate ($359/night plus a discounted $25/night resort fee, plus taxes) for an extended stay, please contact the hotel directly at 949.240.2000 or 877.266.6065 and provide them with your confirmation number (after receiving this from us). You will be asked to provide credit card information for additional nights. For questions regarding hotel rooms, please contact lei@thomsonreuters.com.

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

     

    FACULTY, SPONSORS & SPONSOR GUESTS
    We have reserved a block of rooms at a negotiated group rate of $359/night plus a discounted $25/night resort fee, plus taxes. For guest room reservations at the group rate, please visit our dedicated booking link.

    Alternatively, you may call The Ritz-Carlton Laguna Niguel at 949.240.2000 or 877.266.6065 and reference the “28th Annual Marketing Partner Forum.” The cut-off date for guest room reservations is Monday, July 19, 2021. Rooms are subject to availability. For questions regarding hotel rooms, please contact lei@thomsonreuters.com.

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

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