By Richard Marsolais and Jennifer Shankleton, Co-Chairs, 2019 LMA Midwest Regional Conference Planning Committee
The theme for the 2019 LMA Midwest Regional Conference in Detroit this June was “Insight – Interaction – Inspiration.” By the end of our two days together, we walked away with a pleasant reminder of why we do what we do, a strengthened sense of community and a name for our unique roles on the inside: intrapreneur. Presentations at the conference positioned legal marketers as the ultimate change agents in our firms.
What follows are themes and key takeaways from sessions. Whether you joined us in the Midwest or you’re looking forward to your own LMA regional event, there’s something for everyone to learn here.
Client-Focused Culture: From a unique vantage point, marketers can start to ask questions and frame information to other departments so the focus is on clients versus the firm. One example is putting together client teams, which can improve internal communication and coordination among those working with the client, a better understanding of the client’s needs, business and industry, and set the tone for intentional service or pipeline growth.
From the Client’s Lips to Our Ears: Midwest Regional President John Byrne moderated a stellar general counsel panel that aimed to highlight the positive, titled, “The Best Thing My Lawyer Ever Did for Me.” Featuring Erin Pawlowski, corporate attorney at Carhartt, Josh Sherbin, general counsel and chief compliance officer at TriMas Corporation, and Adam Wolfe, senior vice president and chief compliance officer at United Shore, provided several candid, tweetable gems:
- The best relationship partners understand that the client is also in the service business.
- When it comes to fixed or alternative fee agreements (AFAs), pull the curtain back and show the client how you arrived at the structure.
- And finally, a crowd favorite from Erin Pawlowski at Carhartt, “We want expertise to be certain… but we need more.”
People to Products: When we get out of our comfort zones and question the way things have always been done, that can result in innovation. Whether it’s a value-added program, product or pricing, the key is showing expertise to help engineer solutions specifically designed to serve clients and solve problems that aren’t necessarily always legal problems, but business problems.
Big Ideas/Small Firms: You don’t need to be a marketer in the AmLaw 200 with unlimited resources to demonstrate your contributions to the firm in a creative and sophisticated way. Marketers at Kegler Brown in Ohio produce a fully-branded annual report highlighting all of the projects, wins and developments their department had a hand in throughout the year — including all the juicy ROI that firm leadership is looking for. My team added this project to their to-do list immediately.
Young Professional (YP) Business Development (BD): It’s never too early to start our young lawyers on the path to success, because their reputation starts now. Instilling rainmaker behaviors early will pay dividends for years to come. Start today by providing associates with safe, internal opportunities to participate in marketing and business development activities, such as introducing a speaker, creating materials for an upcoming partner presentation and practicing introducing themselves at firm events.
PR, Meet BD: Traditionally, business development (BD) and public relations (PR) have been distant cousins. When firms can figure the right formula to help PR drive BD efforts, it has a way of bringing everyone together. Best practices include identifying the target client and the work you want. Pinpoint how you differentiate and highlight issues where mutual interests exist between you, the client and the aligned media outlets or organizations. PR outcomes can be turned into collateral and also create touch points. Then leverage PR to drive your firm closer to target clients and prospects. Now that is one big, happy family reunion!
The S Word: Cross-selling is complicated. Whether it’s an innate practice that your firm engages in naturally, or it is a foreign concept, an alternative to cross-selling may be account management. The key components are accountability and active management, a genuinely client-centric approach, cohesive teams with dynamic member roles, clear rules and expectations, intelligence-driven client growth, flexibility and adaptability. More importantly, a firm needs an engaged and emotionally intelligent leader; curious, respectful and responsible team members; business development conversation skills; a strategic “client domination” plan; a commitment to “client care” and a supportive infrastructure at the firm. This just may be your pilot project of 2020.
High-Performing Teams: Lead marketers from Benesch, Bricker and Dykema shared advice for cultivating a collaborative, high-functioning BD or marketing team. Methods for achieving this goal looked different at each firm, but the common thread was encouragement, mutual respect, support and teamwork. Notable pieces of advice included:
- Advocate for a professional development budget for your team. This is important for their future growth and effectiveness in their roles.
- If your firm does not have the funds to send marketing and BD staffers to out of town conferences:
- Take advantage of local LMA or ALA programming.
- Assign a team member to lead a department meeting and create the agenda.
- Ask team members to design and lead a training session for the whole group.
- Celebrate the successes of your team. Tell them when they do a great job, and communicate that to leadership on a regular basis.
- Suggest that your team keep three lists continually updated: recent successes, kudos received and ideas. This is a great reference tool for review time, as well as a way to keep the team and others updated on the work each person is performing.
Taking 10 to Be Zen: Due to the very nature of our fast-paced, over-stimulated, technology-driven lives, no one is immune to stress and anxiety. The legal industry is prone to intense environments, high-stakes, long hours and … burn out. Whether you are a legal marketer or an attorney, finding a way to practice self-care will allow you to be a more creative, energetic, optimistic and engaged human. Taking time to take care of you first puts you in a much better position to serve others.
What can you do to affect change in your firm? Start with any of these inspiring ideas above. We are all rooting for you.
|Editor’s Note: Ready to keep learning? There are more educational opportunities coming to an LMA region near you! Visit legalmarketing.org/regional-conferences for this year’s schedule.|
Richard Marsolais is a 35+ year marketing professional with extensive marketing, management and business development experience from a diverse number of industries including legal, professional services, automotive, sporting goods, banking, retail services and trade associations. He has led and managed the marketing and business development execution and support for Jaffe Raitt Heuer & Weiss, a 100+ attorney law firm and Honigman Miller Schwartz and Cohn, a 250+ attorney law firm based in Michigan. Rich is active in the Legal Marketing Association (LMA) serving on a number of boards and committees, including past board member and president of the LMA Midwest Chapter, past board member and treasurer of the LMA Midwest Region, co-chair of the LMATech Conference Midwest, member of the 2019 LMA Annual Conference Advisory Committee and co-chair of the 2019 LMA Midwest Regional Conference. He is a long-time member of Marketing and Sales Executives of Detroit where he served as president and a member of the board of directors. Rich earned his Bachelors of Industrial Administration in Marketing from General Motors Institute and a Masters of Business Administration in Marketing from Wayne State University.
Jennifer Shankleton’s path to professional services was unconventional, beginning her career in entertainment PR and business-to-consumer (B2C) marketing before ultimately landing at a law firm in 2007. She currently leads strategic marketing and business development efforts for an innovative business law firm with offices in Cleveland and Columbus, Ohio. Jen also serves as a marketing consultant for a technology start-up, Connective Counsel, a mobile platform that gives clients secure access to their legal universe, right on their phones. She is most fulfilled by finding creative ways to help attorneys build and grow their books of business and thrives on the energy of passionate people. Jen is inspired regularly by the amazing friends, gurus, and yogis she has met over the last 12 years through LMA. Her alter ego is a travel baseball mom, beach lover and history nerd. Jen’s podcast flavor of the month is Slow Burn Season 1. She and her family reside in Canton, Ohio — home of the Pro Football Hall of Fame and The First Ladies Library.