Conference Day 1
Thursday, September 26

Full Agenda

7:30-8:30 am: Breakfast and Networking with our Sponsors

8:30-8:45 am: Opening remarks from LMASE Conference Co-Chairs

8:45-9:45 am: Keynote Speaker: Eddie Hartman

10:00-11:00 am: Breakout Sessions

11:00-11:30 am: Networking Break with our Sponsors

11:30 am-1:00 pm: Lunch and Your Honor Awards

1:15-3:30 pm: Breakout Sessions

3:30-4:00 pm: Networking Break with our Sponsors

4:00-5:00 pm: Breakout Sessions

6:00-7:00 pm: Cocktails Around Town


Track A
I want my FIRM to be a change agent
Track B
I want my ATTORNEYS to be change agents
Track C
I want to be a change agent

Accept It: Culture and Branding Are All That Matter


10:00-11:00 am

Terry M. Isner, CEO/Owner, Jaffe


Have you heard the saying “Culture eats strategy for breakfast”? A discussion of why firms must prioritize the importance of knowing and articulating brand and firm culture.


How important is brand association and brand loyalty in regard to client service and business development? We have heard law firm leaders say that culture doesn’t matter, yet GCs and in-house counsel think differently, putting us in a culture conundrum in competition with best practices. Branding is a promise. Are you aware of what matters to clients or lateral recruits, and are you promising what they want/need? Join the discussion as we explore why culture and brand awareness are priority one — always.


OBJECTIVE: The discussion will explore the process of brand and culture discovery, what the process yields, and how to use that information to create brand loyalty and attract clients and talent. We will discuss how RFIs and RFPs are requesting information about culture, diversity and inclusion, and why cultural alignment tops the list more and more for businesses when choosing service partners these days. This is an opportunity to discuss best practices and to share thoughts, tips and concerns in relation to brand and culture awareness and articulation for client and staff loyalty and strategic growth.



  • An organization’s brand and culture matter to those who matter.
  • Brand and culture are exclusive to you; own it and use it to differentiate.
  • Suggestions, ideas and what to expect when executing a brand and culture discovery exercise.

Change Management: Positioning the Firm for the Future


1:15-2:15 pm

Adam Severson, Chief Marketing & Business Development Officer, Baker Donelson

Valerie Nelan, Chief of Staff, Baker Donelson


Baker Donelson navigated a transition of its CEO this past spring. This case study will provide a unique perspective into how one firm navigated that transition, took a strategic pause and set a course for future success.  Discussion will include the formation of a Transition Council with committees that analyzed the firm's current state and desired future state in the following areas: building a culture of business development, establishing centers of excellence, embracing leadership development and aiming to be one of the best run law firms in the country. They will also share ways they structured firm meetings and communications including a Carpool Karaoke video to share progress towards the firm's goals.

Adam and Valerie will share their strategic approach to guiding the firm forward.

CRM Therapy – The (Juris) Doctor Is In: Client CRM Confessions


2:30-3:30 pm

Chris Fritsch, CRM Success Consultant and Founder, CLIENTSFirst Consulting

Jackie Spivey, Business Development/Communications Manager, Nexsen Pruet, PLLC

Heather McCullough, Partner, Society 54


Research suggests that up to 70 percent of CRM implementations fail to meet expectations. This not only results in a tremendous loss of money, time and resources, but also stress and anxiety for marketing professionals trying to implement the systems.


But CRM systems don’t have to drive you crazy. During this therapy session (aka, presentation), marketing professionals who have implemented a variety of CRM systems will share their biggest headaches and frustrations from a “therapy couch.” And, the CRM “doctor” will offer some of the most successful “treatments/remedies” that include best practices for CRM success.


In this engaging and outside-the-box presentation, you will benefit from a “CRM therapy” session covering a variety of topics. You will learn –


  • The top reasons why CRM initiatives fail — and how to avoid them
  • Preventing denial by constructing a plan to enhance CRM success
  • Overcoming “delusional expectations” by setting realistic goals and achieving them
  • Dealing with data quality depression
  • Getting ”borderline personalities” to work together as a team

Building a Data-Driven Culture: Strategies for Analyzing, Interpreting, and Presenting Data


4:00-5:00 pm

Kathryn Whitaker, Director, Recruitment & Strategy Consulting, Calibrate Legal


  • Pedro Campos, former Head of Continuous Improvement, Hogan Lovells
  • Stephen DiGennaro, Director of Marketing Technology, Eversheds Sutherland
  • Courtney Eddings, Senior Manager, Marketing and Business Development, Shearman & Sterling LLP


Today, data driven marketing is essential. Departments that replace gut instincts and suspicions with metrics and measurements will quickly gain a strategic advantage as they measure and showcase efficiency and top and bottom line contribution. Even as marketers base more decisions on hard data, there are still barriers to processing information and positioning data throughout the firm. How can law firm marketers build a data-driven culture? This  highly-interactive session will explore the best strategies for reporting data via formal and informal methods and how to use data to maximize influence and report ROI within your firm.


Topics to be covered:

  • Designing metrics and KPIs.
  • Implementing dashboards and scorecards.
  • Aligning marketing with firm goals and plans.
  • Using data to drive recommendations and decisions.


Key takeaways:

  • Understand the context of how the decision making process has changed over the last 10 years.
  • Learn strategies for reporting data, specific tools to use, and how to collaborate with other firm departments.
  • How to invest time into maximizing your use of the firm's tools.

Playing to Win: Turning BD Challenges into Opportunities for Our Diverse Attorneys


10:00-11:00 am

Tasneem K. Khokha, Managing Director, GrowthPlay


As diverse lawyers create a path to success in their firms, business development becomes an increasingly important piece of the puzzle. The ability to generate business affords diverse lawyers more opportunities for advancement, greater ability to reach the highest ranks of partnership, and more overall security in their careers. And yet, for a multitude of reasons, diverse lawyers tend to lag behind their majority counterparts when it comes to building and sustaining their own books of business. A marketing and business development professional who understands their challenges and knows how to counsel diverse attorneys for success can be an invaluable ally.


This program is aimed at equipping marketing and business development professionals with the knowledge and tools to support diverse attorneys in generating business, accounting for the unique challenges and opportunities they encounter. In particular, this program will help participants:

  • Understand the framework and underlying principles of helping diverse lawyers be successful in business development
  • Equip diverse lawyers to grow and nurture their networks inside and outside the firm
  • Assist diverse lawyers in creating and capitalizing on business opportunities
  • Facilitate diverse lawyers creating a business development approach that maximizes their individual strengths and interests

Competitive Intelligence Workshop


1:15-2:15 pm

Sarah W. Hodo, Competitive Intelligence Analyst, Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

Heather Ashby - Competitive Intelligence Manager, Akerman LLP

Dave Whiteside, Director, ClientsFirst Consulting


An effective business development (BD) function remains important to strategic planning at almost every firm; similarly, competitive intelligence (CI) continues to grow in importance as firm leadership and partners see the value in targeted reports about clients, prospects, and larger market opportunities.

Many larger firms have seen the demand for CI deliverables grow to dozens of reports each month; in response, formal CI teams have materialized alongside a dedicated commitment to employing seasoned analysts, securing the necessary research tools, and establishing formal processes for requesting the work and expectations around the work itself (e.g., timing and type).

However, what if you are a small or medium-sized firm? You are asked for 1-2-3 reports a month and without specialized staff or research tools. What do you do?  This interactive workshop is geared toward BD and new CI personnel who aren't sure where to start when asked to build a company profile. Led by experienced industry CI professionals, the panel will discuss techniques to build a basic report and where to find and how to use no-cost public domain resources as well as paid-for services.

The Vampires of Business Development


2:30-3:30 pm

David Freeman, Founder, Law Firm CultureShift

Steven Bell, Director of Client Services, Womble Bond Dickinson (US) LLP


They’re out there - I know you’ve seen them…


Lurking in the dark corners of law firms everywhere are evil culture-killers - practices and mindsets that suck the business development life out of all they touch. Their dark forces block progress, weaken resolve, and stifle the entrepreneurial spirit. If left unchecked, they can eat away at revenue, profit, and a healthy firm culture.


In this program, we’ll expose these “Vampires of Business Development” to the light of day, and learn how to drive a stake through their energy-draining hearts. Some of the areas we will explore include:

  • The silo mentality
  • Inertia, bad habits, time management
  • Lack of trust
  • Lack of knowledge and poor communication
  • Misaligned compensation systems
  • Fear of failure and misperceptions
  • Perfect as the enemy of good
  • Lack of skills
  • Over emphasis on billable hours
  • Weak leadership, accountability, tracking, measures

Ditch the Pitch! Selling is Solving


4:00-5:00 pm

Tracy LaLonde, Managing Partner, Xaphes, LLC


Pitch is an overused word for selling in the legal industry. It implies that lawyers need to pontificate why their credentials are better than competitors in the hopes that a client will choose them. In reality, clients don’t want to be pitched. Clients want to know that a lawyer understands their situation and their business and has what it takes to solve their problems or fulfill their needs. It is not about the lawyer; it’s about the client!


We have to help lawyers approach selling from a solving perspective and show them a methodology that wins business by uncovering clients’ needs by asking more engaging questions. This methodology takes the “pitch” or guesswork out of selling as it enables lawyers to begin partnering with clients at the first conversation.


During this session, participants will:


  • Learn a proven methodology that builds trust with potential clients
  • Leverage eight Factors for Yes to help clients make a positive buying decision
  • Ask powerful questions that close business
  • Prepare for two types of solving conversations
  • Overcome common objections to uncommon success


This workshop incorporates interactive group discussion and case studies.

Something from Nothing: How to Create a Content Machine When You’re the Team


10:00-11:00 am

Dan Brian, Director of Digital Marketing, Riddle & Brantley LLP


Dan Brian, Director of Digital Marketing at Riddle & Brantley LLP in Raleigh, NC, draws on 14 years of experience in digital and content marketing to show legal marketers how to continuously crank out high-quality content. A former startup CMO, Dan will share how to apply the scrappy, entrepreneurial tactics of the startup world to legal marketing in order to drive traffic, increase engagement, and win new clients. You will leave the presentation with an arsenal of new tools and tactics you can put to work immediately to amp up your content marketing game... even if you’re a small team with limited budget and resources.

The Price is Right: SEO on a Budget


1:15-2:15 pm

Jason P. Lisi, President and Founder, Legal Internet Solutions Incorporated

Dean Carey, Director of Business Development, Legal Internet Solutions Incorporated


An inadequately optimized firm website or content can result in lower search engine rankings and poor website visitor experience, which will prevent prospective clients from returning to your site. Broken links, poor meta descriptions, and duplicated content, among other issues plaguing law firm websites today, are all fixable through basic SEO practices. In order to gain more traffic and leads through your firm’s website, each page and piece of content needs to be properly optimized for search engines like Google and Bing. This can be accomplished regardless of budget or amount of resources. By optimizing the pages of your firm’s site and promoting and publishing new content, you can achieve a place at the top of the search engine results pages.


This fast-paced and interactive game-show style workshop (think The Price is Right) will invite attendees to review the basics of SEO health and put what they know and what they learn into practice to compete for prizes. Attendees are sure to be inspired and energized and will have tangible tips and tricks to put into practice when they return to their firm.

Develop Your Executive Presence


2:30-3:30 pm

Christine Clapp, President, Spoken with Authority


Whether you’re in a meeting, on the phone, around the proverbial “water cooler,” at a conference, or anywhere else: your ability to speak with confidence will drive your career forward — just as a lack of confidence will frustratingly hold you back.


In Develop Your Executive Presence, you will have an interactive, eye-opening and multi-sensory experience that will enhance your speaking poise and polish.


Participants will:

  • Explore the five elements of professional presence through video examples, paired exercises, group exercises, as well as touching, tasting and smelling five different types to candy that correspond to each concept
  • Assess personal strengths and weaknesses with regard to body language, vocal quality, facial expressions, filler words, and eye contact
  • Identify and start practicing strategies to leverage strengths and mitigate weaknesses
  • Reflect and set goals for continued improvement

Deliberate Diversity and Intentional Inclusion: A Marketer’s Internal Role in Diversity & Inclusion


4:00-5:00 pm

Chris W. Kirby, Chairman & Founder, The BridgeField Group

Christol Dominica McGinnis, CEO, Professional Development, The BridgeField Group


Law is one of the most relational and least diverse professions in the country. Legal marketers are in a strategic position to impact their firm’s diverse culture and the success of diverse attorneys in a meaningful way. This isn’t the same as your law firm’s diversity training – which all too often leaves the diverse frustrated with the lack of progress and the OWL’s™ (Old White Leaders) feeling blamed. Co-facilitated by BridgeField Group’s Gen X African-American Female Chief Executive Officer and their Baby Boomer Anglo Male Founder this practical program will challenge your thinking around diversity and inclusion and show you how you can become a part of the solution. Participants will discuss how marketers can help firms address and overcome the challenges of attracting, championing, and (perhaps most importantly) retaining diverse talent.


It’s time to move beyond the point of talking about change and actually becoming equipped to be a part of the solution.  This presentation will do that like nothing anyone in the room has ever experienced before.

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