The 25th Annual Marketing Partner Forum Driving Revenue through Business Intelligence

Event Details

Jan 24 - 26, 2018

Rancho Palos Verdes, CA

$2695 USD

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

In January 2018, Marketing Partner Forum returns to Terranea Resort in Rancho Palos Verdes, CA to celebrate its 25th anniversary. Designed for law firm partners and the industry’s senior-most marketing & business development professionals, our three day summit welcomes some of the brightest minds around for a series of workshops, breakouts, keynotes and panels set against the breathtaking Southern California coast.

Mark your calendars and plan to join us as we explore how law firms are driving revenue through business analytics.

See our photo galleries from The 24th Annual Marketing Forum:

Wednesday, January 25, 2017

Thursday, January 26, 2017

Friday, January 27, 2017

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2017 Thomson Reuters Marketing Partner Forum Survey

This annual survey of Marketing Partner Forum attendees offers cogent analysis of the current state of the legal industry.
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Special Offers

  • Group discounts available! Call today.

Why You Should Attend

  • Marketing Partner Forum is designed for client development partners, rainmakers, and the senior-most legal marketing and business development professionals across the profession.
  • Our content reflects the experience and sophistication of our international audience in terms of rigor, ambition and scope.
  • Attendees can expect to engage venerable thought leaders both within and outside of the legal industry.
  • Our program offers ample networking opportunities and the stunning scenery, golf course, spa and hiking trails at one of California's most idyllic resorts.
  • Participants can take advantage of our law firm partner conference track, consisting of several compelling sessions designed specifically for legal practitioners.
  • We have also created a brand new solo & small law firm track, with sessions designed for business development executives & partners alike.
  • Finally, 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

    Last Year's Highlights

  • Event Co-Chairs

    Silvia Coulter

    Principal, LawVision Group LLC

    View Faculty Page
    Beth Marie Cuzzone

    Chief Business Growth Officer, Goulston & Storrs PC

    View Faculty Page
    Samir A. Gandhi

    Partner & Co-Practice Leader, Corporate Group, Sidley Austin LLP

    View Faculty Page
    Mark Usellis

    Chief Strategy Officer, Davis Wright Tremaine LLP

    View Faculty Page

    Event Keynote Speaker

    Captain Richard Phillips

    Captain, Maersk Alabama; Author; A Captain's Duty

    View Faculty Page

    Event Details

    Wednesday, Jan 24

    12:00 PM
    Registration & Welcome Luncheon

    Please join us for lunch  on the Palos Verdes Terrace as we kick off our silver anniversary program.

    1:00 PM
    Aligning the Stars: Collaborative Management Strategies in Partner Compensation (Breakout)

    Partner compensation systems remain a delicate issue for many law firm executives. Despite acknowledging the new realities of a transformed legal market, the internal culture within many firms remains grounded in an eat-what-you-kill mentality brought about by years of professional solipsism. Convinced that a more collaborative managerial approach is required to better align and recalibrate compensation systems, this workshop asks participants to address a number of critical questions:

    • How are firm-wide compensation systems designed and aligned with greater cultural and strategic goals?
    • To what extent is compensation tethered to a healthy business development culture?
    • What role does “teamwork” play in your firm’s compensation system? How is it assessed and evaluated?
    • How does your compensation system balance firm success with individual performance?
    • How do you align your associate compensation with partner compensation? Does your associate compensation approach help facilitate the path to partnership?
    Metrics that Matter: A Law Firm Management Workshop (Breakout)

    In a rapidly segmenting legal market, data analytics and business intelligence have never been more paramount. Tasked with defining and executing overall business strategy, law firm officers must make challenging decisions requiring actionable insight and visibility through data. This interactive workshop examines key metrical levers for evaluating law firm performance.  Led by some of the industry’s shrewdest minds, participants will gain comprehensive knowledge of which metrics truly matter from a business development & marketing standpoint. Other topical discussions include:

    • How to deploy financial analysis to fashion the most competitive service model;
    • How to measure real “profit” and identify key drivers of change;
    • How to establish an enterprise culture that embraces data analytics;
    • How to broaden the concept of “leverage” to include technology and other 21st century resources.
    Mind the Gap: Mastering Partner Succession Planning & Practice Group Transitions (Breakout)

    For law firm executives and legal clients, transitioning practice group heads or relationship partners can cause significant headaches. Challenges arise around preserving client interests, educating colleagues, managing communications, or seamlessly re-distributing large books of business. Elaborating upon takeaways from last year’s Forum, this workshop offers essential advice on:

    • How to start the dialogue with a senior, obstinate, or underperforming partner;
    • How to assess and vet competencies in a potential successor;
    • How to design and executive effective strategies for reinforcing client relationships and business development throughout transition;
    • How to transform fractious firm culture into a cohesive enterprise
    2:30 PM
    Afternoon Break
    2:45 PM
    Aligning the Stars: Collaborative Management Strategies in Partner Compensation (Breakout)

    Partner compensation systems remain a delicate issue for many law firm executives. Despite acknowledging the new realities of a transformed legal market, the internal culture within many firms remains grounded in an eat-what-you-kill mentality brought about by years of professional solipsism. Convinced that a more collaborative managerial approach is required to better align and recalibrate compensation systems, this workshop asks participants to address a number of critical questions:

    • How are firm-wide compensation systems designed and aligned with greater cultural and strategic goals?
    • To what extent is compensation tethered to a healthy business development culture?
    • What role does “teamwork” play in your firm’s compensation system? How is it assessed and evaluated?
    • How does your compensation system balance firm success with individual performance?
    • How do you align your associate compensation with partner compensation? Does your associate compensation approach help facilitate the path to partnership?
    Metrics that Matter: A Law Firm Management Workshop (Breakout)

    In a rapidly segmenting legal market, data analytics and business intelligence have never been more paramount. Tasked with defining and executing overall business strategy, law firm officers must make challenging decisions requiring actionable insight and visibility through data. This interactive workshop examines key metrical levers for evaluating law firm performance.  Led by some of the industry’s shrewdest minds, participants will gain comprehensive knowledge of which metrics truly matter from a business development & marketing standpoint. Other topical discussions include:      How to deploy financial analysis to fashion the most competitive service model;     How to measure real “profit” and identify key drivers of change;     How to establish an enterprise culture that embraces data analytics;     How to broaden the concept of “leverage” to include technology and other 21st century resources.

    Mind the Gap: Mastering Partner Succession Planning & Practice Group Transitions (Breakout)

    For law firm executives and legal clients, transitioning practice group heads or relationship partners can cause significant headaches. Challenges arise around preserving client interests, educating colleagues, managing communications, or seamlessly re-distributing large books of business. Elaborating upon takeaways from last year’s Forum, this workshop offers essential advice on:

    • How to start the dialogue with a senior, obstinate, or underperforming partner;
    • How to assess and vet competencies in a potential successor;
    • How to design and executive effective strategies for reinforcing client relationships and business development throughout transition;
    • How to transform fractious firm culture into a cohesive enterprise
    4:15 PM
    Break
    4:45 PM
    Champagne Breakout #1: Strange Bedfellows: Examining Law Firm Business Development Strategy Around Alternative Legal Service Providers (Breakout)

    With alternative legal service providers (ALSPs) accounting for over $1 billion in market share on a global scale, it is safe to say that the legal industry’s newest entrants are more than a passing fad. Offering a wide array of low-cost legal services to both corporate and law firm clientele, ALSPs herald an exciting opportunity around which to build a novel business development strategy. Beginning with a glimpse at some of the most innovative partnerships in the market, this roundtable asks participants to debate how best to view ALSPs in the quest for profitability.

    Champagne Breakout #2: Globalization or Glocalization? Cross-Border Marketing in Uncertain Times (Breakout)

    Over the past decade, globalization’s impact on legal services has forced law firms and their clients to view legal matters through a diffuse, complex, and largely transnational lens—a condition brought about, so claims Harvard Law Professor David B. Wilkins, by the confluence of more interconnected economic activity and the mass proliferation of knowledge vis-à-vis brilliant or exponential technologies. Ours is now a liminal vista wherein BigLaw’s supposed “demise” and newly-empowered legal clients tango in delicate tension, thus drawing law firm differentiation to the fore. In these uncertain times, a key question for firms is whether or not cross-border marketing should occur as a more global or “glocal” endeavor? Put differently, is it more prudent for law firms to invest in localizing their services or operate as a single, centralized entity?

    Champagne Breakout #3: The Widening Gyre: A Law Firm Partner Roundtable (Breakout)

    Marketing partners, managing partners, chief strategy officers, and practice group heads are invited to discuss the challenges they face in today’s legal market. The dynamics of demanding clients, competitors’ grabs for market share, ongoing technological change, and continued geopolitical tumult are keeping every law firm on its toes. Come prepared with your thoughts, questions and ideas and share insights with your peers and colleagues.

    Solo & Smal Law Firm Track: An Interview with Google on Digital Marketing Trends & Insights (Breakout)

    Marketing Partner Forum is pleased to introduce a special conference track for solo and small law firm practitioners. This opening session offers an interview with Google about the latest digital marketing trends in the current landscape.

    5:45 PM
    Opening Night Reception

    Thursday, Jan 25

    8:30 AM
    Breakfast
    9:20 AM
    Opening Remarks
    9:30 AM
    The 2018 Annual Marketing Partner Forum Survey: A Data-Driven Dive on Legal Marketing and Business Development Across the Industry

    This presentation will share findings from the annual Marketing Partner Forum attendee survey and offer cogent analysis of the current state of the legal industry.

    Presenters:
    Silvia L. Coulter, Principal, LawVision Group, LLC
    Steven R. Petrie, Chief Strategy Officer, Faegre Baker Daniels LLP

    9:30 AM
    Solo & Small Law Firm Track: The State of Small Law Firms

    This session offers a comprehensive overview  of a recent Thomson Reuters study on solo and small law firms. Attendees will gain insights into the goals and key challenges facing this particular market segment, including a number of practical solutions for achieving business success.

    10:30 AM
    Morning Break
    10:45 AM
    A Law Firm Performance Report Card: Client-Driven Metrics & KPI in Legal Technology

    Today’s legal clients are growing ever more sophisticated in their data analytics capabilities. Indeed, with so much pressure on corporate legal departments to manage costs and keep work in-house, the embrace and mass appeal of third party platforms capable of measuring outside legal spend is significantly impacting law firm business development and profitability. This session examines the latest data and technologies deployed by clients in such areas as e-billing, matter level management, and beyond. Our panel will offer insight into what clients look for when evaluating outside counsel, as well as the various ways leading law firms have responded to such assessments at both a relationship and strategic level.

    10:45 AM
    Solo & Small Law Firm Track: Understanding the Needs and Behaviors of Today’s Legal Consumer

    This session presents insights from FindLaw’s annual consumer survey on current legal issues, including insights on where consumers begin to search for and evaluate possible solutions when they have a legal need. Attendees will gain intimate knowledge of how, when and why consumers choose to contact and ultimately hire a lawyer.

    12:00 PM
    Networking Luncheon
    1:15 PM
    Breakout #1: Lost in Translation: Coaching & Strategic Planning Around the New Legal Buyer (Breakout)

    The changing face and business models of legal clients continues to put pressure on the way law firms approach and solicit new business. Thanks to myriad technological breakthroughs and marked shifts in how a younger generation of clients approaches legal service, many law firm partners—despite years of success—continue to express doubts about how best to approach the new legal buyer. This session introduces participants to a diverse panel of in-house talent and solicits best practices and collaborative strategies on coaching and supporting the law firm partnership.

    Breakout #2: The Market Settling: Assessing Strategic & Profitability Measures in Practice Specialization & Segmentation (Breakout)

    In the ten years since the Great Recession, practice segmentation and specialization have garnered significant interest throughout the profession. Decisions by firms to maintain or adopt a “best in breed” model have yielded uneven results, with several enjoying robust profits, often at the expense of others. Bolstered by exclusive ten year analyses from Peer Monitor, this session examines profitability and ROI behind segmentation strategy within professional services firms. How has practice specialization affected value from a client and firm perspective? What lessons can law firms deploy from their professional services peers in order to be competitive for the long haul?

    Breakout #3: Advancing Collaboration: Integrating Legal Project Management in Firm-Wide Business Development (Breakout)

    The incorporation of legal project management (LPM) into business development and marketing programs is part of the evolution of more client centric efforts in legal services. Some of the nation’s most progressive firms have succeeded in fully leveraging LPM resources in ways few may have previously imagined. In this discussion, participants will hear practical case studies on how marketing and business development (BD) teams are working together with LPM professionals.  Interactive exercises will be utilized to illustrate the application of LPM to BD roles and more broadly.  In the process, you will find exciting opportunities to improve the tangible ROI in another facet of the legal client journey.

    Moderator:
    Susan Raridon Lambreth, Principal, LawVision Group LLC

    Facilitators:
    Allen Chichester, Chief Marketing Partner, Barnes & Thornburg LLP
    Katherine D’Urso, Chief Client Development Officer, Wilmer Cutler Pickering Hale and Dorr LLP

    Solo & Small Law Firm Track: Lawyer Marketing for the Modern Web (Breakout)

    This session will discuss moving beyond the fundamentals of a basic website toward a more sophisticated, strategic point of engagement with customers. Attendees will learn valuable strategies about design, traffic trends, search and mobile functionalities and more.

    2:30 PM
    Afternoon Break
    2:45 PM
    It’s Not Me, It’s You: Discerning Client Profitability Through Business Analytics

    Data analytics can reveal much about who is and is not a worthwhile legal client. In their ongoing quest for profitability, many firms feel that pursuing or engaging as many clients as possible is the most logical path forward. But in truth, sometimes less is more, especially when identifying which clients take priority or where business resources should be properly deployed. This focused discussion examines the delicate art of leveraging in-house metrics to set client strategy across global and domestic organizations.

    2:45 PM
    Solo & Small Law Firm Track: From Novelty to Necessity: Pragmatic Social Media Strategies for Law Firms

    Social media is becoming an increasingly important strategy for lawyers.  Whereas successful websites require a broad mix of technical expertise and outstanding content, organic social media really just asks lawyers to be themselves. Lawyers already have the tools they need to succeed in a digital environment, as the informal nature of social aligns with the natural ability to relate to and engage with individuals.  This session will cover why law firms need to carefully balance the immediacy and permanence of social media, as well as the real impact that organic and paid social can have on a lawyer’s brand.

    4:00 PM
    Break
    4:00 PM
    Solo & Small Law Firm Track: Reputation Management: Managing Your Brand Can Be as Important as Managing Your Firm

    Many firms don’t recognize the potential of their brands and therefore wind up ignoring or marginalizing this valuable asset.  While it’s true that an attorney’s online reputation isn’t strictly under his or her control, it doesn’t mean they can’t effectively manage it. This session will help attorneys understand how their firm’s brand can influence their incoming caseloads.  It will also help illustrate the importance of encouraging reviews from past clients and properly responding to them – both good and bad – to help build their firm’s brand and business.

    4:15 PM
    Special Interest Roundtable #1: With Friends Like These: Assessing Business Alignment with Law Firm Networks & Legal Directories (Breakout)

    How valuable are global law firm networks and legal directories to current business development strategy? Many firms, cognizant of their clients’ global nature, view collaborative partnerships and legal directories as valuable assets for generating new business; while other firms, whether inured to the proliferation of legal rankings or driven by budgetary guidelines, elect to respectfully abstain. This facilitated discussion invites attendees to share candid thoughts around the attractiveness and effectiveness of these (and other) initiatives to annual marketing efforts.

    4:15 PM
    Special Interest Roundtable #2: In Brand We Trust: Maximizing Marketing & Business Development Talent in Reputation Management (Breakout)

    “It takes twenty years to build a reputation,” quipped Warren Buffet, “and five minutes to ruin it.” So, in prescient fashion, might the same be said of law firm branding over the past ten years. Despite the best of intentions, every business decision is fraught with risk—especially in a profession where mergers and acquisitions or defections and scandals can result in irreparable harm. This interactive roundtable offers an earnest take on legal and business development talent’s ability to rebuild or rehabilitate law firm brands in an era of high-profile failures and “alternative facts.”

    4:15 PM
    Special Interest Roundtable #3: Forecasting Growth: Analytics-Driven Strategies with “New” Social Media (Breakout)

    Are law firm websites and other social media platforms poised for a makeover? Historically deployed as marketing apparatuses for outlining value and other distinguishing characteristics, law firm social media platforms must now be re-imagined as communal hubs for robust—and perpetual—client engagement. In an era of ardent 24/7 client hyperconnectivity, what would a newly recalibrated social media presence entail? What forms of business intelligence could help inform and define this new approach?

    5:15 PM
    The Grand Reception

    Please join us for our 25th anniversary soirée. Spouses and significant others are welcome.

    Friday, Jan 26

    8:30 AM
    Breakfast & Marketing Tech Fair

    Please join us for breakfast and our Marketing Tech Fair featuring live interactive demos of essential technologies impacting legal marketing and sales.

    9:30 AM
    Friday Morning Keynote: Lessons on Leadership from Captain Phillips

    Thomson Reuters is pleased to welcome Captain Richard Phillips, Captain of the Maersk Alabama, who was held hostage by Somali pirates in 2009 and rescued by US Naval SEALs in a riveting international drama played out on live television. Captain Phillips will share his harrowing tale and discuss the vital importance of leadership and teamwork, seen through the eyes of an unassuming hero who conquered an extraordinary challenge.

    Presenter:
    Captain Richard Phillips, Captain of the Maersk Alabama; Author, A Captain’s Duty: Somali Pirates, Navy SEALs, and Dangerous Days at Sea

    10:30 AM
    Break & Announcement of Sponsor Bingo Winners
    10:45 AM
    Embracing Change: Taking the Lead in Conducting an Effective Marketing & Business Development Audit (Breakout)

    Leading change within one’s firm requires careful planning and comprehensive knowledge of talent, infrastructure and process—a project often easier said than done in an era of “more with less.” Thanks to perpetual competition and evidence of more legal work moving in-house, law firms are paying close attention to the role and ROI of marketing and business development initiatives. This session takes an earnest look at several key questions every business leader should ask:

    • What do we need to support the firm strategy and take us to another level?
    • Does our current organizational structure make sense in the current climate?
    • Have we truly maximized our business development/marketing talent or are more changes needed?
    The Culture Conundrum: Culture as Strategy in Legal Business Development (Breakout)

    It’s said that culture eats strategy for breakfast—or lunch, as the case may be. According to noted management gurus Curt Coffman and Kathie Sorensen, at many professional services firms, brand association creates merely “a desire to belong” in the client’s mind, whereas culture “cements the relationship.” When soliciting new business, how often do law firms sell their culture as a distinguishing characteristic? When pursing client feedback or recruiting talent, how much emphasis is placed on the role of firm values, talent, or philosophical ethos in the eyes of those outside the organization? This lively discussion solicits candid thoughts from in-house counsel and law firm management around how, when and why organizational culture continues to make or break client engagements.

    Solo & Small Law Firm Track: Breaking the Bad Habits that Can Impact Your Bottom Line (Breakout)

    Unfortunately, many lawyers are infatuated with the wrong metrics when it comes to their online marketing performance – usually the number of site visitors in a given time period. The problem is, this doesn’t tell the attorney the complete story. In fact, the more attorneys rely solely on traffic as a measure of their online marketing success, the more likely they are to take the wrong actions in response. This workshop will help attorneys understand how they should look at performance related to their marketing programs as well as illustrate the impact a firm’s actual intake process can have on their bottom line.

    12:00 PM
    Bloody Mary Brunch

    Please join us on the terrace for a convivial networking brunch as our Marketing Partner Forum concludes with cocktails along the California coast.

    Captain Richard Phillips

    Captain, Maersk Alabama; Author; A Captain's Duty

    View Faculty Page

    Accreditation

    Terranea Resort

    100 Terranea Way
    Rancho Palos Verdes, CA 90275

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