The 17 th Annual Marketing Partner Forum 2010 A New Era: The Integration of Marketing and the Client Experience

Transcription

1 The Hildebrandt Institute and West LegalEdcenter present: The 17 th Annual Marketing Partner Forum 2010 A New Era: The Integration of Marketing and the Client Experience Event Chairs: Silvia Coulter, Vice President Client Development and Growth Practice, Hildebrandt Carolyn Rumpf Sandano, Director of Business Development, Proskauer Rose LLP Mark E. Young, Chief Marketing Officer, Sonnenschein Nath & Rosenthal LLP January 13-15, 2010 The Breakers Resort Palm Beach, Florida Wednesday, January 13, :30-4:30 pm PRE-CONFERENCE WORKSHOPS Developing Your Leadership Skills WORKSHOP 2 Strategic Account Management SAM for Law Firms This workshop will focus on the next steps in the Strategic Account Process: Factors that contribute to success, candid discussions about what doesn t work and why and how to overcome those issues. Join this high-energy, interactive session for ideas on taking your SAM teams to the next level. Workshop takeaways include: Tools and tips for tracking progress Performance training for high-caliber individuals Critical success factors and measuring results Facilitators: Silvia Coulter, Vice President, Client Development and Growth Practice, Hildebrandt James Cranston, Vice President, Client Development and Growth Practice, Hildebrandt Patrick Fuller, Esq., Senior Account Executive, Hubbard One 4:45 6 pm CMO, Marketing Partner & Managing Partner Roundtables 1

2 These intimate, peer-to-peer roundtables offer marketing leaders a prime networking opportunity. Exchange ideas and business cards, discuss common problems and work together to develop solutions. Open to heads of marketing or business development functions at law firms. Individual Roundtable Topics and Facilitators: Impacting Change through Process Improvement/Process Management, Beth M. Cuzzone, Director of Business Development The Evolving Marketing Partner Role, Alvidas Jasin, Director of Business Development, Thompson Hine LLP Lateral Integration, Joanne McElhenney, Director of Marketing and Business Development, Brown Rudnick LLP Integrating Marketing and Sales, Jeff Scalzi, Director of Marketing and Business Development, Foley Hoag LLP The Evolving Chief Marketing Officer Role, Carolee Swallie, Chief Client Development Officer, Brinks Hofer Gilson & Lione 6-7:30 pm: Opening Reception Thursday, January 14, 2010 GENERAL SESSION DAY 1 8:45 9 am Opening Remarks by Co-Chairs Carolyn Rumpf Sandano, Director of Business Development, Proskauer Rose LLP Mark E. Young, Chief Marketing Officer, Sonnenschein Nath & Rosenthal LLP 9-10:30 am General Session Opening Keynote: Leading Excellence Discover what it takes to deliver world-class customer service from Dennis Snow, acclaimed expert on the topic. A book signing will follow the talk. 10:30-11 am Break 11-12:30 pm Setting the Stage: Moving from Service to an Experience Economy 2

3 We ve always been taught to focus on customer service. What does it mean to focus instead on the customer experience? This panel will address making the change and why it is critical to law firm success. Topics will include: Building client loyalty Adding value from a business perspective Bringing the Disney model of customer experience to your law firms Simone Hughes, Chief Marketing Officer, Borden Ladner Gervais LLP Paul Cushing, Legal Counsel, Partners Health Care System, Inc. Lisa Damon, Six Sigma Green Belt, Managing Partner, Boston Office, Executive Committee Member, Seyfarth Shaw LLP Tea Hoffmann, Esq., Chief Business Development Officer, Baker, Donelson, Bearman, Caldwell & Berkowitz, PC 12:30-1:30 pm Buffet Lunch and Networking 1:30-1:45 pm Break 1:45-3:15 pm Envisioning the Law Firm of the Future You hear a lot of talk these days about seismic changes to the business of law. What does that really mean? A panel of law firm leaders and visionaries will discuss the steps they are taking now and how they are transforming their law firms today to compete well into the future. Find out where your firm is at on the spectrum, and strategies to move your firm forward. Specific topics will include: Building partner and firm accountability into firm strategies and initiatives Aligning the firm with the client expectations Responding to challenges while maintaining firm profitability Measuring results Doug Benson, Chief Operating Officer, Orrick, Herrington & Sutcliffe LLP Claudia Gilman, Vice President & General Counsel International, Boston Scientific Corp. Andrew B. Serwin, Partner, Foley & Lardner LLP 3:15-3:30 pm Break 3

4 3:30-5 pm Breakouts BREAKOUT 1 Lateral Integration: What Really Works (and What Really Doesn t) We will define integration and offer best practices on how it works as we discuss headhunters, due diligence, the buddy system, marketing s role in the process, and the client s viewpoint. Jeff Scalzi, Director of Marketing, Foley Hoag LLP Ronna West Cross, Esq., Director of Client Initiatives, Patton Boggs LLP Joanne McElhenney, Director of Marketing and Business Development, Brown Rudnick LLP Jacqueline A. Simmons, Marketing and Business Development Partner, Baker & Daniels BREAKOUT 2 Success on the Social Web: How firms are leveraging Social Networks, Blogs, Podcasts and more to drive business development and client growth. Should your firm have a page on Facebook? Do you know what social networking tools lawyers within your firm are using? This breakout will discuss the evolving nature of online interaction, effective use of social media and networks, strategies for curbing ineffective use and best practices for firms entering these new areas. We will also examine what s effective from the client perspective. John Simpson, Managing Account Director, Hubbard One Gina Carriuolo, Director of Marketing, Edwards Angell Palmer & Dodge LLP Allen Fuqua, Chief Marketing Officer, Winstead PC Jennifer Manton, Chief Marketing Officer, Loeb & Loeb LLP Melanie Green, Director of Client Services, Baker & Daniels BREAKOUT 3 The Challenge of Leading Change in Today s Law Firm Marketing and Business Development Roles 4

5 How do you effect change at the CMO and Marketing Partner levels? Learn how to build your leadership skills to make yourself more effective in managing up and down, while leveraging staff talent and advocating effectively on behalf of your team. Alvidas Jasin, Director of Business Development, Thompson Hine LLP Bruce Alltop, Chief Marketing Officer, Holland & Knight, LLP Christopher Carter, Chief Marketing Officer, Shook Hardy & Bacon L.L.P. John Childers, Esq., M.S. in Organizational Development, Hildebrandt 6 pm Hubbard One Red Carpet Reception and Marketing Awards Marketing Initiative of the Year Marketing Professional of the Year Friday, January 15, 2010 GENERAL SESSION DAY 2 8-8:45 am Breakfast Workshop Sponsored by Aderant 8:45-9 am Opening Remarks 9-10:15 am The World Today As Seen By Your Clients: General Counsel Roundtable This perennial favorite features leading corporate GC s and this year, Mike Roster, Steering Committee Chair of the Association of Corporate Counsel s Value Challenge. The panel will discuss re-connecting the cost of legal services to their value and offer creative ideas for structuring partnerships between law firms and their clients. The panel will discuss: Getting clients to focus on outcomes, not process Creative proposals versus discounts Examples of successful projects and new business models 5

6 Mike Roster, Steering Committee Chair, ACC Value Challenge Elisa D. Garcia C., Executive Vice President & General Counsel, Office Depot, Inc. Eileen Kett, Senior Vice President and General Counsel, Club Med Lon F. Povich, Executive Vice President, General Counsel and Secretary, BJ's Wholesale Club, Inc. 10:15-10:30 am Break 10:30-11:30 am Process Management: From Theory to Practice With the inevitable shift to alternative fees even if only for a small percentage of the firm s overall work process improvement is the phrase of the day. This session looks closely at how firms approach fine tuning the legal work along with the delivery and internal support systems that offer value to clients and increase profitability. Carolee Swallie, Chief Client Development Officer, Brinks Hofer Gilson & Lione Beth M. Cuzzone, Director of Business Development, Goulston & Storrs Susan M. DiMickele, Partner, Squire, Sanders & Dempsey Christopher Mirabile, Founder and Managing Director, Race Point Capital Group LLC 11:30-11:45 am Break 11:45-1 pm Breakouts BREAKOUT 1 What s Not Going to Work Anymore. Effective Pricing Strategies for the New Economy. This how to on billing principles, alternative fees, and project billing will share current examples of successful partnerships with clients on pricing issues including rate increases. Gary Ropski, President, Brinks Hofer Gilson & Leone Cynthia Kretz, General Counsel, Cook Group Incorporated Peter Tassie, Senior Automotive Litigation Counsel, Ford Motor Company Barry Toone, Partner, Bowman and Brooke LLP 6

7 BREAKOUT 2 Evolving Partner Roles in Client Services, Business Development, and Sales Firms seeking an effective business strategy know that client and business development require top tier leaders. With titles like Business Development Partner, Partner of Client Relationships, Marketing Partner, and a host of others, the role is taking on the prominence it has long deserved. Learn how to spend your time wisely, balancing the demands of the role with managing your time and building your own business. Preston McKenzie, Vice President/General Manager, Thomson Reuters - Hubbard One Paul Eyre, Partner, Baker & Hostetler LLP James Pagliaro, Esq., Managing Partner, Client Relations and Practice Development, Morgan, Lewis & Bockius, LLP Doug Sorocco, Marketing Partner, Dunlap Codding, PC BREAKOUT 3 Finding and Working with Professional Service Providers on the Web In 2000, The Brand Research Company and Greenfield/Belser survey changed the way firms designed sites and provided valuable insights into the Web behavior of American business executives. In 2009, they did it again! Learn how, how often, where, when and why professional services buyers search for and work with firms like yours. Better understand Web site preferences and pet peeves to improve your overall Web presence. Sue Stock Allison, Managing Director, The Brand Research Company Burkey Belser, President and Creative Director, Greenfield/Belser Ltd. 1-1:30 pm Closing Remarks 1:30 pm Buffet Lunch 7