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Silvia L. Coulter

Principal, LawVision Group LLC

Beth Cuzzone

Chief Business Growth Officer, Goulston & Storrs PC

Samir A. Gandhi

Partner & Cochair, Marketing and Practice Development, Sidley Austin LLP

Keynote Speaker

Mark Usellis

Chief Strategy Officer, Davis Wright Tremaine LLP

Captain Richard PhillipsCaptain of the Maersk Alabama and author of A Captain’s Duty: Somali Pirates, Navy SEALs, and Dangerous Days at Sea

MARKETING PARTNER FORUM

THE 25TH ANNUAL LAW FIRM

Pricing$2,695 USDAs part of your conference registration, Thomson Reuters will arrange and pay for your hotel room at Terranea Resort. Please include your estimated arrival and departure dates on the online registration form. Emails containing hotel confir-mation numbers will be provided. If your plans change and/or you wish to take advantage of the group guest room rate ($305/night plus a discounted $15/night resort fee, plus taxes) for an extended stay, please contact the hotel directly at 310-265-2770 or 866-802-8000 and provide them with your confirmation number. You will be asked to provide credit card information for additional nights. For questions regarding hotel rooms, please contact our Conference Planner, Meghan Landis, at meghan.landis@tr.com.

For questions about this event, please call 1-800-308-1700.Visit LegalExecutiveInstitute.com/events for additional information.

Sponsors

Program Agenda all times local

Day One – Wednesday, January 24, 2018

12:00 p.m. – 1:00 p.m. Registration and welcome luncheon

1:00 p.m. – 2:30 p.m. and 2:45 p.m. – 4:15 p.m. Wednesday workshops These workshops will be offered twice in order to give attendees an option to attend multiple sessions.

1. Aligning the Stars: Collaborative Management Strategies in Partner CompensationThis workshop addresses critical questions about aligning compensation systems with firm cultural and strategic goals, the role “teamwork” plays in compensation systems, balancing firm success with individual performance, and aligning associate compensation with partner compensation.

2. Metrics that Matter: A Law Firm Management WorkshopLed by some of the industry’s shrewdest minds, this interactive workshop examines key metrical levers for evaluating law firm performance. Participants will gain comprehensive knowledge of which metrics truly matter from a business development and marketing standpoint.

3. Mind the Gap: Mastering Partner Succession Planning and Practice Group TransitionsFor law firm executives and legal clients, transitioning practice group heads or relationship partners can cause significant headaches. This workshop offers essential advice on how to start the dialogue with an obstinate or underperforming partner, assess and vet competencies in a potential successor, and design and execute strategies for reinforcing client relationships throughout transition.

4:15 p.m. – 4:45 p.m. Break

4:45 p.m. – 5:45 p.m. Champagne breakoutsJoin us for a glass of champagne and three lively discussions on various strategic developments within the profession:

Breakout #1 – Strange Bedfellows: Examining Law Firm Business Development Strategy Around Alternative Legal Service ProvidersOffering 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.

Breakout #2 – Globalization or Glocalization? Cross-Border Marketing in Uncertain TimesOver the past decade, globalization’s impact on legal services has forced law firms and their clients to view legal matters through a complex and largely transnational lens. BigLaw’s supposed “demise” and newly empowered legal clients have brought law firm differentiation to the fore. This breakout will examine whether cross-border marketing should occur as a more global or “glocal” endeavor, i.e., should firms invest in localizing their services or in operating as a single, centralized entity?

Breakout #3 – The Widening Gyre: A Law Firm Partner Roundtable 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, competi-tors’ 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.

Breakout #4 – Small Law Firm Track: An Interview with Google on Digital Marketing Trends & InsightsMarketing Partner Forum is pleased to introduce a special conference track for solo and small law firm practitioners. This opening Small Law Firm Track session offers an interview with Google® about the latest digital marketing trends in the current landscape.

5:45 p.m. – 7:00 p.m. Opening night reception

Day Two – Thursday, January 25, 2018

8:30 a.m. – 9:20 a.m. Networking breakfast

9:20 a.m. – 9:30 a.m. Welcome and opening remarks

9:30 a.m. – 10:30 a.m. The 2018 Annual Marketing Partner Forum Survey: A Data-Driven Dive on Legal Marketing and Business Development Across the IndustryThis presentation will share findings from the annual Marketing Partner Forum attendee survey and offer cogent analysis of the current state of the legal industry.

Small Law Firm Track: The State of Small Law FirmsThis 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 seg-ment, including a number of practical solutions for achieving business success.

10:30 a.m. – 10:45 a.m. Morning break

10:45 a.m. – 12:00 p.m. A Law Firm Performance Report Card: Client-Driven Metrics & KPI in the Modern Corporate Legal DepartmentLearn about the latest data and technologies deployed by clients in areas such as e-billing, matter level management, and beyond. Learn what clients look for when evaluating outside counsel, as well as the various ways law firms have responded to such assessments at both a relationship and strategic level.

Small Law Firm Track: Understanding the Needs and Behaviors of Today’s Legal ConsumerLearn insights from the FindLaw® annual consumer survey on current legal issues, including where con-sumers begin to search for and evaluate possible solutions when they have a legal need. Gain intimate knowledge of how, when, and why consumers choose to contact and ultimately hire a lawyer.

12:00 p.m. – 1:15 p.m. Networking luncheon

1:15 p.m. – 2:30 p.m. Breakout discussionsJoin us for four simultaneous discussions on timely topics for the 2018 calendar year.

Breakout #1 – Lost in Translation: Coaching & Strategic Planning Around the New Legal BuyerThe changing face and business models of legal clients continues to put pressure on the way law firms solicit new business. This session introduces participants to a diverse panel of in-house talent and solic-its 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 Bolstered by exclusive 10-year analyses from Peer Monitor®, this session examines profitability and ROI behind business 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 Firmwide Business DevelopmentIn this discussion, participants will hear practical case studies on how marketing and business develop-ment (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.

Breakout #4 – Small Law Firm Track: Lawyer Marketing for the Modern WebDiscover insights from FindLaw’s annual consumer survey on current legal issues, including where consumers begin to search for and how they evaluate possible solutions when they have a legal need. Learn how, when, and why consumers choose to contact and ultimately hire a lawyer.

2:30 p.m. – 2:45 p.m. Afternoon break

2:45 p.m. – 4:00 p.m. Signs Taken for Wonders: Evolving Law Firm Data-Driven Strategies in Profitability, Performance, and PracticeThis panel welcomes some of North America’s most imaginative firms for a comprehensive take on the state of data analytics capabilities today. Our panel will offer concrete examples of how their firms are marrying business intelligence with key initiatives such as client service, business development, talent management, and more.

Small Law Firm Track: From Novelty to Necessity – Pragmatic Social Media Strategies for Law FirmsThis 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 p.m. – 4:15 p.m. Break

4:15 p.m. – 5:15 p.m. Special interest roundtables Please join us for five simultaneous roundtables designed for senior law firm business development personnel.

Roundtable #1 – Perchance to Dream: Lawyering & the Wellness Imperative This roundtable examines the growing imperative of wellness initiatives at law firms across the country. Participants are asked to discuss how integrating health and well-being programs can be an effective (and measurable) business development strategy.

Roundtable #2 – Closing the Gap: Leveraging the Multi-Generational Law Firm WorkforceFrom client development and service to leadership and recruiting, this roundtable will offer practical solutions on maximizing the talent of today’s diverse workforce to improve firm profitability and performance.

Roundtable #3 – Engineering Growth: A Practical Guide to Building Experience Management Systems in the FirmSuccessful firms integrate people and processes to create sustainable ecosystems. This session will provide practical advice on how to capture data at the appropriate stage of the matter life cycle, how to deliver it effectively, and how to build cross-departmental relationships to make this magic happen on a routine basis.

Roundtable #4 – In Brand We Trust: Analytics-Driven Strategies with “New” Social Media Are law firm websites and attendant social media platforms poised for a makeover? In an era of ardent 24/7 client hyperconnectivity, what would a newly recalibrated social media presence entail? What forms of business intelligence help inform and define this new approach?

Roundtable #5 – Small Law Firm Track: Reputation Management – Managing Your Brand Can Be as Important as Managing Your Firm This session will help attorneys understand how their firm’s brand can influence their incoming case-loads. 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.

5:15 p.m. – 7:15 p.m. The Grand Reception Please join us at the pool for our 25th anniversary soirée. Spouses and significant others are welcome.

Day Three – Friday, January 26, 2018

8:30 a.m. – 9:30 a.m. Breakfast & Marketing Tech FairPlease join us for breakfast and our Marketing Tech Fair featuring live interactive demos of essential technologies impacting legal marketing and sales.

9:30 a.m. – 10:30 a.m. Friday Morning Keynote: Lessons on Leadership from Captain PhillipsThomson 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 U.S. Navy 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 and author of A Captain’s Duty: Somali Pirates, Navy SEALs, and Dangerous Days at Sea

10:30 a.m. – 10:45 a.m. Break & announcement of sponsor bingo winners

10:45 a.m. – 12:00 p.m. Breakout discussionsPlease join us for three concluding discussions for client development partners and senior marketing professionals.

Breakout #1 – Embracing Change: Taking the Lead in Conducting an Effective Marketing & Business Development AuditLeading change within one’s firm requires careful planning and comprehensive knowledge of tal-ent, infrastructure, and process – a project often easier said than done in an era of “do 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?

Breakout #2 – The Culture Conundrum: Culture as Strategy in Legal Business DevelopmentWhen soliciting new business, how often do law firms sell their culture as a distinguishing charac-teristic? 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.

Breakout #3 – Small Law Firm Track: Breaking the Bad Habits that Can Impact Your Bottom LineThe 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 p.m. Bloody Mary brunch Please join us on the terrace for a convivial networking brunch as our Marketing Partner Forum concludes with brunch and cocktails along the California coast.