Chief Marketing Officers Forum

Chief Marketing Officers Forum
Printer Friendly Agenda

September 16 to 17, 2008 New York, NY - Code: 42008


Tuesday, September 16, 2008 (Day 1)

8:15 AM
Registration and Continental Breakfast



9:00 AM
Welcome and listing of business development challenges that attendees have submitted in advance.

The challenges will be solved by the closing panel of sponsors on Wednesday
Speaker(s)
Iris Jones Chief Business Development & Marketing Officer Chadbourne & Parke LLP
Larry Bodine Business Development Advisor Apollo Business Development
9:15 AM
Opening Keynote :The CMO’s Evolving Role

Charlie O'Neill leads an innovative, cutting-edge International law firm and will discuss the growing need for CMO's and Chief Business Developers to be creative, well-informed thinkers and doers. In order to support law firms that seek to compete in a global marketplace, CMO's should lead, train and direct talented marketing teams.
Speaker(s)
Charles O'Neill Managing Partner Chadbourne & Parke LLP
10:00 AM
Job Security: Demonstrating Value to the Management Committee

The average tenure of a Chief Marketing Officer at a large law firm is only 3 ¾ years. However CMOs have successful built a career at their firm, by focusing on what firm management cares about: top-line revenue, profits per partner and strategic direction. Our panelists will itemize what you can do to keep and hold your current positions.
Speaker(s)
Ronna Cross Director of Business Development Patton Boggs, LLP
Catherine MacDonagh President Legal Sales and Service Organization Inc.
11:00 AM
Mid-morning Break

Sponsored by Vault.com

11:15 AM
Strategies for working successfully with the marketing and business client development teams

Are marketing and business development playing the same game, on the same team, and using the same game plan and scorecard? For the majority of law firms, research shows that the answer is ‘no.’ Our panelists describe how to overcome the divide and to create market awareness, get meetings with prospects, maintain relationships with past clients and convert proposals into business.
Moderator(s)
Tim Parker Principal The Bloom Group
Speaker(s)
Stephen Barrett Chief Marketing Officer Drinker Biddle & Reath, LLP
Janet Levine Director of Marketing and Business Development Flaster/Greenberg P.C.
Jennifer Phillips Director of Client Relations Bass, Berry & Sims
12:15 PM
Networking Luncheon

Can’t We All Just Get Along: A Debate Between Marketers and Lawyers Join us for a spirited debate between Darryl Cross, a former law firm CMO and John Lipsey, Esq, who will be taking on the role of in house counsel. Moderating the debate will be David Flynn. Just like the presidential debates we will all see this Fall, each side has a different view of how to best tackle the issues of the day, but finding out how to agree on common ground is the key to getting things done
Moderator(s)
Jonathan Lin Senior Director - Product Management LexisNexis
Speaker(s)
Darryl Cross Vice President Client Development LexisNexis
John Lipsey Vice President, Corporate Counsel Services LexisNexis
1:30 PM
Competitive Intelligence

CI is the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors, conducted by using information databases and other "open sources" and through ethical inquiry. Our panelists will discuss how they use CI for marketing, R&D, business development tactics and long-term business strategies.
Moderator(s)
Preston McKenzie Vice President, Client Development Thomson Reuters, North American Legal
Speaker(s)
Yolanda Cartusciello Director of Marketing Debevoise & Plimpton, LLP
Nancy Lasersohn Chief Marketing Officer Dechert LLP
Lisa Smith Director of Marketing Patterson Belknap Webb & Tyler LLP
2:30 PM
How to get client feedback

In today's highly competitive marketplace, having satisfied clients is critical to maintaining and developing a law firm’s practice. Surveying your clients lets them know you care about them, is an excellent way to market your firm, and makes clients aware all the services you offer. Our panelists describe the best practices that yield the highest results.
Speaker(s)
Jo Summers Director Acritas
Charles Lowry ALM Research An Incisive Media Co
Timothy Corcoran Former Director of Practice Development White & Case LLP
Patrick Lamb Founding Member Valorem Law Group
3:30 PM
Afternoon Break



3:45 PM
Technology that your clients want you to have

Sure, the blogosphere is abuzz with talk of Twitter, online social networking and wikis. This is all good, but from a business development standpoint, it’s not what clients want. Clients want basic, practical tech applications that make doing business with you easier. Our panelists describe the very different technology like e-billing, software that allows online collaboration and methods to share information that bring in new business.
Speaker(s)
Monica Bay Editor-in-Chief, Law Technology News ALM
Suzanne Hawkins Chief of Practice Excellence Heller Ehrman LLP
Michael Kraft General Counsel Kraft & Kennedy Inc.
4:45 PM
League Table Recognition

How to jump 10 spots on the AmLaw 100 One thing that brings out the competitive nature of CMOs and marketers everywhere is the desire to score high on the numerous law firm rankings that are published. Being named No. 1 as a corporate dealmaker or litigation firm is a huge marketing coup. On the other hand, marketers must grind through the laborious chore of compiling information for directories, some of which are created simply to sell advertising. Our panelists will identify which league tables really count and how to score high.
Speaker(s)
Peter Columbus Director of Business Development Kaye Scholer LLP
Mark Messing Director, Marketing and Business Development Weil, Gotshal & Manges, LLP
5:45 PM
Networking Cocktail Reception

Sponsored by Thomson Reuters


Wednesday, September 17, 2008 (Day 2)	Return to Top

8:30 AM
Continental Breakfast



9:00 AM
Morning Remarks

Larry Bodine, Business Development Advisor, and Iris Jones, Chief Business Development and Marketing Officer of Chadbourne & Parke.
Speaker(s)
Iris Jones Chief Business Development & Marketing Officer Chadbourne & Parke LLP
Larry Bodine Business Development Advisor Apollo Business Development
9:15 AM
How to Win A Competitive Proposal Process

Clients are opening their business to a competitive proposal process – where two, three or more equally qualified firms vie for the business. Yet many marketers and attorneys wing it in these situations. Our panelists will teac0h you the best practices to manage RFP responses and maximize your winning percentage, starting with whether to pursue the RFP to tailoring a proposal that addresses the client's business "pain."
Speaker(s)
Gail Huneryager Director of Business Development Crowe & Dunlevy
Linda Fleming Director of Business Development Buchanan Ingersoll & Rooney
Charles "Biff" Maddock Principal Altman Weil, Inc.
10:30 AM
How CMOs Can Train Partners to be Rainmakers

CMOs must move out of the “overhead” side of their firm’s ledger, and lock in a spot on the “revenue” side. One best method is to coach partners to be rainmakers. Our panelists will show you how to convey that business development is not selling used cars, there’s no downside, BD is an interview, no cold calls are needed, how to build on a lawyer’s strengths and mixing BD into a lawyer’s current activities.
Speaker(s)
Iris Jones Chief Business Development & Marketing Officer Chadbourne & Parke LLP
Larry Bodine Business Development Advisor Apollo Business Development
11:30 AM
Brunch

Where We Were And Where We’re Going The Marcus Letter, which was probably the first newsletter on marketing professional services, is almost as old as professional services marketing itself. It has always strived to keep the art of professional services marketing moving forward; to keep marketers from simply repeating what’s been done before, and to inspire marketers to be more thoughtful and original. It stemmed from my book at the time, COMPETING FOR CLIENTS. There have been some 15 books since then. Considering what we were then, what we are now, and what we’re going to be, and considering what The Marcus Letter has chronicled, can be more valuable than just an exercise in history, simply because it’s a history of not only techniques, but of the struggle to get lawyers to understand the true value of marketing. The history of marketing professional services, and the role of The Marcus Letter in that history, is more than an exercise in nostalgia – it’s a guide to what we must do in the future, not only in helping lawyers to compete better, but in making our roles in law firms better understood and in our being accepted as professionals in our own right. It is a guide as well to stay ahead of the curve in a dynamic and competitive marketplace for legal services.
Speaker(s)
Bruce W. Marcus Editor, Publisher, and Consultant Marcus Letter
1:00 PM
ROI – how to build it into marketing initiatives from the start, and how to demonstrate the value of the initiative to partners

Smart CMOs are obsessed with showing return-on-investment for their initiatives. It starts with pursuing only activities that can be measured, building in a measurement metric, and showing valuable results to the partnership.
Speaker(s)
Stephen Barrett Chief Marketing Officer Drinker Biddle & Reath, LLP
Michael Cummings Principal SAGE Legal Marketing
2:00 PM
Expert Panel

Answering the challenges identified by CMOs the day before
Panelist(s)
Jo Summers Director Acritas
Sally Schmidt President Schmidt Marketing, Inc.
Bruce W. Marcus Editor, Publisher, and Consultant Marcus Letter
2:45 PM
Closing Remarks

Speakers: Larry Bodine, Business Development Advisor,Glen Ellyn, IL and Iris Jones, Chief Business Development and Marketing Officer of Chadbourne & Parke, New York, NY

3:00 PM
Conference Adjourns