| PRE-CONFERENCE WORKSHOPS JANUARY 16 • 2:00 pm – 5:00 pm
WORKSHOP 1 • 2:00 - 5:00pm
Web 2.0 Legal Marketing: Client Perspectives, Opportunities and Risk Management
Web 2.0 is providing untold opportunities for law firms to establish new relationships and solidify existing ones. Law firm marketing experts will be leading these initiatives. But many marketers are confused by the hype, want to hear more from their clients and are wondering how Web 2.0
might change their job.
In this interactive session, you will have the opportunity to hear:
- How are client relationships impacted by Web 2.0?
- How are law firm marketers and in-house counsel utilizing new online collaborative sites such as Legal OnRamp and blogs to develop stronger ties?
- How do you continue to grow your Web 2.0 marketing initiatives?
- What are the conversations taking place between elite legal departments and how can your firm be part of them?
- What legal risks must you be aware of?
- Speakers Include:
- Martin J. Collins, Senior Vice President and General Counsel, Novellus Systems, Inc.
- Will Hornsby, Author, Marketing and Legal Ethics: The Boundaries of Promoting Legal Services and Staff Counsel The American Bar Association
- Paul Lippe, Founder, Legal OnRamp (former General Counsel, Synopsys)
- Bruce MacEwen, Founder and Publisher, Adam Smith, Esq.
- Jason Parkman, Vice President, General Manager, Hubbard One
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WORKSHOP 2 • 2:00 - 5:00pm
Competitive Intelligence: Best Practices from Outside and Inside the Legal Market
This session will feature leading experts in competitive intelligence from outside and inside the legal market. Dr. Benjamin Gilad, author of the books The Business Intelligence System, Business Blindspots, Early Warning and The Art and Science of Business Intelligence Analysis, will open with an overview of CI in corporations. Dr. Mark T. Greene, CMO at Nixon Peabody, will describe how CI applies to law firms and will present several case studies. Other experts will discuss key resources for mining your firm's financial data and for mining external sources to support competitive intelligence.
- Hear what leading corporations are doing in CI
- Learn how the best practices in US corporations apply to the law firm environment
- Discover the latest tools, techniques and strategies in CI that can benefit you and your law firm today
Opening Presentation:
Dr. Benjamin Gilad, author of books The Business Intelligence System, Business Blindspots, Early Warning and The Art and Science of Business Intelligence Analysis
Speakers Include:
Mark Greene
Chief Marketing Officer, Nixon Peabody LLP
Darryl W. Cross
Director, Strategy and Competitive Intelligence, LexisNexis
Barbara J. Kunkel
Chief Information Officer, Troutman Sanders LLP
Edward Palmer
Director of Product Development, Satori Group Inc
Lisa Hart
Chief Executive Officer, Acritas
WORKSHOP 3 • 2:00 - 5:00pm
Successful Business Development: Case Studies and the Process
The client management and business development solution for each law firm is unique. Yet in each case, the process for building a successful business development function depends on effectively orchestrating a lot of moving parts. To see it all mapped – even for those who already believe they have it working well – is a revelation. This session will take you through their exclusive findings and share their secrets for overcoming obstacles, aligning resources and
getting buy in from stakeholders. The accompanying white paper, which will be made available to attendees, will include detailed workflow maps outlining the common activities and pressing priorities associated with business development.
- Hear case studies from leading law firms
- Prioritize your most valuable activities
- Identify the common workflows and align resources to support them
- Gain your partners' participation
Moderator:
Douglas Hoover
Director, Hildebrandt International
- Speakers:
- Wendy L. Bernero
Chief Marketing Officer, McKee Nelson LLP
- Edward M. Schechter
Chief Marketing Officer, Duane Morris LLP
- Yolanda R. Cartusciello
Director of Marketing, Debevoise & Plimpton LLP
- Katherine D'Urso
Chief Marketing Officer, King & Spalding LLP
Cocktail Reception — 6:00pm - 8:00pm
Mediterranean Courtyard
THURSDAY AGENDA JANUARY 17 • 8:00 am – 5:15 pm
8:00 am - Breakfast and Registration
9:00 am - Welcome from Co-Chairs
9:15 am - The Marketer as Leader: Maximizing Your Influence and Leading Change
Dr. John Izzo is the author of four best-selling books including Values Shift-Motivating the Multigenerational Workforce and Awakening Corporate Soul. He has advised over 700 companies including many leading law firms on creating engaging workplaces that deliver superior service to clients. Leadership in law firm marketing is about maximizing your influence with others, whether with clients or internal stakeholders. Maximizing influence requires adjusting to the changing values and needs of your clients as well as your partners.
- Hear the four paths to having greater influence
- Discover why some people are able to leverage more change within their organizations and build stronger relationships with their clients than others.
| 10:15 am - Break |
Sponsored by:
 |
10:45 am - Sustaining Success and Your Brand in a World of Rapid Change: Corporate Leaders Share Lessons for Law Firm Marketers
Leaders at corporations who have built internationally-known brands share their advice and tactics for keeping their brands fresh in the face of a changing marketplace. Most firms deploy their brands through conventional advertising and other marketing tactics. Learn how to build brand momentum internally and to align your firm with the brand promise. This session will be a lively exchange where you can hear both lessons learned and challenges faced by corporate clients.
MODERATORS:
Mary Kimber, Chief Marketing Officer, Patton Boggs LLP
Karen Braun, Chief Marketing Officer, Kirkland & Ellis LLP
SPEAKER:
Joseph Hodas, Senior Vice President, Public Affairs, Frontier Airlines
Steve Brodwolf, President, Blue-Sky Ideas LLC (created ad programs for Kraft, Coors Lights, Rubbermaid and Applebee's)
12:00 pm - Luncheon and Award Ceremony
Awards to be given for Chief Marketing Officer/Marketing Director, Marketing Partner and Marketing Initiative of the Year |
Sponsored by:
 |
1:30 pm - Supercharging the Role of the Marketing Professional during Extreme Change
The diversity of changes impacting the legal profession may create a perfect storm. This session will be presented as if all in the room belonged to one firm. You will receive an overview of the rapid changes affecting the legal profession and then be briefed on the essential elements of three specific scenarios that could have a dramatic impact on the firm. Three panel members, who have participated in the creation of a firm strategy, will outline their recommendations
of how the firm should proceed should any of those scenarios become a reality.
- Learn how you can have more impact on strategic planning in your firm
- Anticipate extreme change to avoid being blindsided
- Learn how to initiate strategic discussions, rather than responding to – or being
excluded from – them
Presenter:
Gerry Riskin, Co-Founder and Partner of Edge International and Author of the best-selling book The Successful Lawyer (ABA)
Speakers:
Wendy L. Bernero, Chief Marketing Officer, McKee Nelson LLP
Daniel DiPietro, Client Head, Law Firm Group, Citi Private Bank
Sara Kraeski, Director of Business Development, Davis, Graham & Stubbs LLP
Patrick J. Lamb, Partner, Butler Rubin Saltarelli & Boyd LLP
3:00 pm - Networking Break
This social networking break is a perennial MPF favorite allowing for extensive peer-to-peer interactions. Renew, or form anew, relationships that can help you year-round.
4:00 pm - Breakouts
Choose from four breakout sessions listed below.
Breakout 1 - CMO Roundtable
In an intimate, peer-only setting, this roundtable offers a prime networking opportunity. Exchange ideas, discuss common problems and develop helpful solutions.
- Network in an intimate setting and develop relationships that will help you all year round
- Determine what practices CMOs are using to develop new, and grow existing, clients
- Spot what new trends CMOs are seeing
- What common client issues are CMOs facing? How are they addressed?
Facilitators:
Despina Kartson, Chief Marketing Officer, Latham & Watkins LLP
Antoinette McGovern, Chief Marketing Officer, Willkie Farr & Gallagher LLP
Mary Kimber, Chief Marketing Officer, Patton Boggs LLP
Sally J. Feldman, Director of Marketing and Business Development, Skadden, Arps, Slate,
Meagher & Flom LLP
Deborah B. Farone, Director of Business Development and Communications, Cravath, Swaine & Moore LLP
Barbara C. Sessions, Director of Business Development, Winston & Strawn LLP |
Breakout 2 - Winning Your Clients' Loyalty Through Lower Costs and Alternative Fee Arrangements
This session, featuring a mock client interview, shows how to connect the dots in managing significant client relationships to the benefit of BOTH the client and the firm. Participants will see how to gain and use client feedback to develop extremely loyal clients. The session also covers how to convert those clients into resources who help market the firm.
- Determine how to solidify your client loyalty by helping them cut costs in their department
- Learn about the different alternative fee arrangements clients are considering
- Hear directly from DuPont's Vice President/Assistant General Counsel who pioneered DuPont's Convergence and Law Firm Partnering Program and from a Vice President at Hildebrandt International specializing in client management and development
Speakers:
Thomas L. Sager, Vice President and Assistant General Counsel, DuPont
Terri Pepper Gavulic, Vice President, Hildebrandt International |
Breakout 3 - Attracting and Integrating Laterals into Your Firm
As the war for talent continues, attracting, promoting and integrating laterals at your firm is an increasingly complex – and costly – process. Done right, the laterals can be an excellent source of new business and public relations.
- How to optimize the public relations value of laterals to build new business
- How to effectively integrate the laterals
- How to optimize the relationships and contacts that the laterals bring into the firm
MODERATOR :
José E. V. Cunningham, Chief Marketing and Business Development Officer, Crowell & Moring LLP
SPEAKERS:
Joe Keenan, Chief Marketing Officer, Polsinelli Shalton Flanigan Suelthaus PC
Scott Sorrels, Marketing Partner, Powell Goldstein LLP
Mona Zeiberg, Firm Director of Marketing, Morgan, Lewis & Bockius LLP |
Breakout 4 - Regional Law Firms: Strategies for Marketing and Business Development Success
Marketing and business development leaders at regional law firms face unique challenges in order to compete on multiple levels: locally in the markets they serve, regionally against similarly positioned firms and in many instances with offices of national firms.
Marketing leaders share how they are succeeding with their regional strategies by:
- Protecting and growing existing client relationships and acquiring new clients
- Positioning their firms and practice groups in the regions they cover
- Managing the marketing and business development function across multiple offices
- Competing against local and national firms for clients and market share
MODERATOR :
Susan Longo, Director, Hildebrandt International
Speakers:
Amy K. Miller, Director of Client Services/ Marketing, Cox Smith & Matthews Incorporated
Ann Huckstep, Chair of Executive Committee, Adams & Reese LLP
Tara Weintritt, Director of Marketing Miles & Stockbridge P.C. |
5:15 pm - Adjourn
| 5:15 pm - 7:00pm |
Sponsored by:
 |
FRIDAY AGENDA JANUARY 18 • 8:00 am – 2:00 pm
8:00 am - Breakfast Workshop
Thar's Gold in Them Hills: Mastering the Art of Firm-Wide Cross-Selling
| Sponsored by: |
 |
We all understand that cross-selling is the fastest, easiest, and most effective way to find new revenue and enhance client retention. The puzzle is, if we know this, why aren't we good at doing it? Effective cross-selling requires two major disciplines that are often in short supply in our firms: the right tools and the right touch. Successful firms need to properly blend planning, leadership, culture, teamwork, systems, coaching, time management, communication, and implementation. This panel discussion will present a firm-wide framework, along with specific best practices, that can be used to significantly increase cross-selling success in your firm.
- How marketing partners and professionals can become the catalysts for cross-selling
- The pitfalls, workarounds, and opportunities
- Two overlooked drivers of cross-selling success
- How to develop the overall cross-selling plan
- Ways to launch the process to get buy-in at all key levels
Moderator:
David Freeman, President, David Freeman Consulting Group LLC
Speakers:
Greg W. Curry, Marketing Partner, Thompson & Knight LLP
José E. V. Cunningham, Chief Marketing & Business Development Officer, Crowell & Moring LLP
8:50 am - Welcoming Remarks
9:00 am - General Counsel Roundtable
This panel will feature some of the world's leading General Counsel and Senior Counsel from a range of different-sized corporations. Come ready with your questions to ask clients and hear about their needs and future opportunities. They will share their insights on corporate counsel trends, their relationship with law firms, and the associate salary debate.
Moderator:
Fred Krebs, President, Association of Corporate Counsel
Speakers:
Barry Nagler, Senior Vice President, Secretary and General Counsel, Hasbro, Inc.
Janine M. Dascenzo, Associate General Counsel, General Electric Company
Kerry A. Galvin, Senior Vice President, General Counsel, Lyondell Petrochemical
David R. Allgood, Executive Vice President and General Counsel, Royal Bank of Canada
10:15 am - Break
10:45 am - Breakout Sessions
Choose from four breakout sessions listed below.
Breakout 1 - Women Rainmaking: The Clients Speak
Listening to the voice of the client is critical today, and these prominent women General Counsel and Senior Counsel will discuss effective strategies for targeting women decision-makers to build, grow and retain these important client relationships. Our client panel will provide insight about effective ways in which you may reach clients and build relationships. Emphasis will be given to feedback about firms' women's initiatives; selling and building relationships with women in-house counsel and understanding what does
capture a client's attention.
- Generate business through building strong client relationships
- Transition from friend/neighbor/board peer to client
- Learn how to deal with confident, strong and direct questions instead of worrying
about appearing too aggressive
MODERATOR:
Silvia L. Coulter, Managing Director, Coulter Cranston, Author: The Woman Lawyer's Rainmaking Game
SPEAKERS:
Barbara Kolsun, Senior Vice President and General Counsel, 7 For All Mankind
Dyann L. Kostello, General Counsel, Milwaukee Electric Tool Company
Margaret Seif, Vice President, General Counsel and Secretary, Analog Devices, Inc.
Billie Jean Smith, Partner, Michael Best & Friedrich LLP |
Breakout 2 - Listings and Rankings:
Leveraging Them to Build Your Business and Brand
The proliferation of legal guides, directories, listings and rankings has added to the workload of already overloaded law firm marketing teams. Add to that the pressure of lawyers who are absolutely convinced their practices are top tier – regardless of what the market says – and you have the makings of an excruciating ordeal that seems to begin again even before the last round closes. In this breakout session, our expert panel will explore the brave new – and dizzying – world of rankings and listings.
- What do clients really think about the rankings and how can marketers make sure positive rankings have a positive impact on client relations?Do clients care?
- How do you handle a poor showing in the face of unreasonable expectations of top-tier status?
- Which rankings have the most value and how can you leverage good ones when you get them?
- How do you keep lawyers from chasing after every ranking, no matter how marginal?
SPEAKERS:
Jonathan Asperger, Principal, Asperger Partners LLC
Fiona Boxall, Managing Editor, Chambers & Partners
Joseph Calve, Chief Marketing Officer, Proskauer Rose LLP
Lloyd Pearson, Communications Manager, White & Case LLP
Nigel Savage, Editorial Director, Legal 500
|
Breakout 3 - Building a Legal Web Site from the Outside In:
An Exclusive Survey of Professional Service Firms
The new model for developing law firm Web sites is getting stronger as the years pass. While lessons can be drawn from the legal industry, best practices are often found in the broader business-tobusiness and, yes, business-to-consumer world. Learn what other professional service firms can teach us about innovation.
This panel will cover:
- Exclusive results from a survey of the Top 50 Consulting Firms, Top 50 Accounting
Firms, Top 25 Real Estate Firms, Top 25 Architecture Firms, and Fortune 50 corporations
- Sites that focus on the buyer or consumer and the four types of Web sites
- New ideas in organization and navigation
MODERATOR:
Burkey Belser, President, Greenfield/Belser Ltd.
SPEAKERS:
D. Scott Moore, Director of Marketing and Communications, Dixon Hughes PLLC
Andrew Bosman, Executive Director of Corporate Communications, Navigant Consulting, Inc.
Betsy W. Huntley,
Director of Marketing,
Choate, Hall & Stewart LLP |
Breakout 4 - Clients' Service Expectations:
What Your Clients (and Their Bosses) Want… and Aren't Getting
As hourly rates, legal fees and starting salaries continue their dramatic growth, outstanding client service has become more important than ever. This panel, which includes a corporate CEO as well as a prominent in-house counsel, will offer specific examples of client service that have captured their attention, for better or worse.
- What specific client service offerings are their outside counsel taking that keep them as happy and satisfied clients?
- What has made them look at new firms?
- What hasn't worked?
- What new kinds of service are on their radar?
SPEAKERS:
Patrick J. Lamb, Partner, Butler Rubin Saltarelli & Boyd LLP
John J. Ray II, Managing Director, Avidity Partners, LLC (formerly General Counsel of Fruit of the Loom, Inc. and currently serving as CEO of Enron)
Veta Richardson, Executive Director, Minority Corporate Counsel Association
Alexander Dimitrief, Vice President, Litigation & Legal Policy, General Electric Company |
12:00 pm - Keynote: Ramsey Patrick Homsany, Associate General Counsel, Google
Client Relationships 2.0: Ramsey Homsany is Associate General Counsel for Google where he represents Google in commercial transactions, including negotiating new media agreements with
global advertising agencies and Fortune 500 companies. He also advises Google on product development, technology strategy and emerging technology issues.
1:00 pm - Lunch
2:00 pm - Adjourn |
