Pre-Conference Programs: Dive Deep Into an Area of Interest With a Focused Cohort

LMA22 offers five exceptional Pre-Conference Programs to take a deep dive into these key educational areas as part of the Annual Conference — covering topics from marketing operations to leadership development and more. Register now for these unique deep-dive opportunities. Already registered for the conference? Go ahead and add a Pre-Conference Program! 

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Click on one of the five Pre-Conference Programs for more information on each:

Going All In on the Client Experience — Using Client Journey Mapping to Deliver a Better Client Experience and Drive Revenues on a Small Budget

Presented by the Solo/Small Team SIG

March 21 | 10:00 a.m. - 4:00 p.m.

  • $595 members | $695 non-members


  • Delivering Real Value to Your Clients
  • Creating Awareness and Demand for Your Firm’s Services

Body of Knowledge Domains: Client Services and Business of Law

Program Description:

Every good poker player knows that you can still win with a small chip stack, as long as you know where to place your bets. In this session, we’re going all in on improving the client experience to drive revenue and learning how to do it on a tiny budget.  In our industry, the competition for legal work has intensified, clients’ legal budgets have remained flat or decreased, and procurement’s prominence is on the rise. Law firms can no longer rely on competitive tactics that accentuate capabilities, expertise and reputation above all else. The same market forces that have driven nearly every other industry to adopt a more outward orientation toward clients have arrived at our doorstep.  Today, differentiating the client experience becomes a critical component of a law firm’s success. 

To truly improve client experiences, a firm must understand the client’s journey from the client’s point of view.  One such technique, known as client journey mapping, has been used successfully by corporations across industries and around the world.

In this hands-on program, participants will not only learn about client journey mapping, but they will also roll up their sleeves to work on real maps for real matters.  A group of in-house counsel, teamed with our program co-chairs and other legal industry experts, will facilitate the development of a series of maps based upon real legal matters that required the assistance of an outside law firm.

In-house counsel will work with participants to create the journey map by presenting an actual specific matter, at a very granular level, including the decisions and challenges that the in-house counsel faced at various stages of the matter.  This will allow participants to better understand the components of a matter from the in-house counsel point of view, and brainstorm specific ways law firms can help clients better address the challenges and obstacles they faced. Participants will have the opportunity to ask probing questions and receive unvarnished feedback on proposed solutions.  Because participants will be rotated once during the session, they will have the opportunity to work with various in-house counsel in this intimate, unique setting. 

Participants will learn the best practices of client journey mapping, identifying issues and bright spots, brainstorming solutions, and developing a mapping process within their own firms. 

Learning Outcomes:

  • Better understand the daily challenges that in-house counsel face and how they manage specific matters
  • Understand how to apply client journey mapping to improve client experiences
  • Learn to interview clients to better understand and improve their experiences
  • Apply client journey mapping techniques to create a client-centric culture and improve revenue and profitability on a tiny budget


Workshop Moderator:​
Yolanda Cartusciello, Partner, PP&C Consulting

In-House Counsel: 
Dipo Ashiru, General Counsel | Chief Compliance Officer, Veritas Capital
Nicole Nehama Auerbach, Cofounder of ElevateNext Law and Interim GC of Elevate Services
Ethan James, General Counsel, Integrated Financial Settlements
Danielle de Zorzi, Group Senior Corporate Counsel, AIA

Dawn Michalak, Director of Business Development, Right Hat
PJ Sawchuk, Principal, Absolute Advisory
Kevin Vermeulen, Co-CEO, Good2bSocial

Solo/Small Teams Pre-Conference Co-Chairs:

   Misty Borg Misterek, Director of Business Development & Marketing, Merchant & Gould P.C.
Deborah Ruffins Alice Simons, Marketing Communications Manager, Hudson Cook, LLP


Solo/Small Teams Pre-Conference In-House Counsel:

Dipo Ashiru, General Counsel | Chief Compliance Officer, Veritas Capital
Nicole Nehama Auerbach, Cofounder of ElevateNext Law and Interim GC of Elevate Services
Ethan James, General Counsel, Integrated Financial Settlements
Danielle de Zorzi, Group Senior Corporate Counsel, AIA

CMO Summit: Translating Client Value Strategies into Action – A Workshop for CMOs Looking to Lead Change

March 21 | 9:45 a.m. - 4:45 p.m.
CMO Reception (Invite Only) to follow the Pre-Conference Program conclusion

  • $695 members | $795 non-members


  • Creating Awareness and Demand for Your Firm’s Services
  • Delivering Real Value to Your Clients

Body of Knowledge Domains: Marketing Management and Leadership and Client Services

Program Description:

A common theme among many firms these days is a stated focus on client value: understanding how clients derive value from firm services and identifying new and creative ways to differentiate from competitors based on the value the firm can provide. Faced with ever changing client expectations and law firm cultures that often resist change, what can CMOs do at this unique moment in time to think differently about client value and lead real change at their firms?

Join us for this interactive session where you will have the opportunity to explore current trends and best practices for developing strategies and implementing changes that drive client value. Throughout the day, participants will have the opportunity to engage with peers, workshop specific approaches, and share ideas. You’ll end the workshop with an action plan supported by specific tactics for building buy-in with firm leadership, peers, and your team; overcoming objections; and effectively messaging your ideas. Whether you’re tackling change management for the first time or have been down this road before, it’s rare to have the opportunity to leverage your peers’ feedback in a confidential, supportive environment to road test new ideas. In keeping with the theme of this year’s conference, let’s “stretch beyond, together” as we explore proven approaches for driving and implementing change.

Learning Outcomes:

  • Leverage benchmarking data for U.S. and global law departments to determine client expectations
  • Learn and practice proven methods of leading change
  • Develop a customized action plan for moving your client value strategies forward         

Registration for the CMO Summit is available exclusively to full-time in-house CMOs and those in a full-time, first chair marketing and business development role at a law firm. To ensure a broad experience base, only one participant per firm may register. Space is limited and is on a first-come, first-served basis.

Julia Bennet, Chief Marketing Officer, Brown Rudnick​
Kevin Clem, Chief Commercial Officer, HBR Consulting
Brie Leung, Director of Strategy & Marketing, Much Shelist, P.C.
TaKeysha Sheppard, Chief Business Development Officer, Bricker & Eckler LLP
Lisa Simon, Chief Marketing and Business Development Officer, Lewis Roca Rothberger Christie LLP
Sadie Baron, Chief Marketing Officer, Reed Smith LLP

CMO Summit Pre-conference Co-Chairs:

Amanda Loesch, CMO, Porzio, Bromberg & Newman, P.C.

Deborah Ruffins

Lisa K. Olney, CMO, Bernstein Litowitz Berger & Grossmann LLP

LMA QuickStart™ LIVE! 

 March 21 | 8:45 a.m. - 4:00 p.m.

  • $595 members | $695 non-members


  • Becoming Strategic Advisors to Drive Business Development
  • Building Your Personal Brand

Body of Knowledge Domains: Business Development, Business of Law, Client Services, Communications, Marketing Management and Leadership and Technology Management

Program Description:

This program is targeted to legal marketers that are new to the profession or have fewer than five years of experience and will cover essential skills that every legal marketer should know to create a successful foundation for their career. Each presentation will tie to one of the core competencies within LMA’s Body of Knowledge and will provide practical skills and tools participants can immediately put to use at their own firm.  The agenda is packed with content that will continue building throughout the day until the puzzle of legal marketing, and your role within it, becomes more clear. Participants will have the opportunity to actively engage with leaders from across the profession, as well as peer legal marketers, while learning about key concepts that can help shape their career in the industry.

Each participant will receive a copy of the Book of Knowledge (a $49 value).

Learning Outcomes:

  • Create a foundation for success by building your own brand, your network, and finding opportunities for mentorship
  • Develop strategies on how to become a trusted advisor for your attorneys by leading with client service
  • Learn basic concepts of the business of law and how to understand your firm’s performance metrics to influence data driven decisions
  • Gain a better understanding of your role in the law firm structure and how you influence the overall success of your firm
  • Learn tips on how to manage projects effectively, learn what your work style is, and how to give and receive feedback

Erin Baxendale, Director of Business Development and Marketing, Sidley Austin LLP
Amber Bollman, Director of Client Service Initiatives, Barnes & Thornburg LLP
Michael Bond, Senior Media Director, Blattel Communications
Craig Brown, Managing Director, Gladstone Growth Strategies LLC. 
Toby Brown, Chief Practice Management Officer, Perkins Coie
Clayton Dodds, Director of Marketing & Business Development, Boxer+Gerson
Nancy Newman, Senior Business Development Coach, Robins Kaplan LLP
Traci Stuart, President/CEO, Blattel Communications
Cynthia Voth, Chief Client Officer, Miller Nash LLP

LMA QuickStart™ LIVE! Pre-Conference Co-Chairs:

Ashley Black, Diversity & Inclusion Manager, Porter Hedges
Ashley Defay, Organizational Communications Manager, Sidley Austin LLP
Kim Oakley, Regional Marketing & Business Development Manager, Seyfarth Shaw LLP


Marketing Operations

 March 21 | 10:00 a.m. - 4:30 p.m.

  • $595 members | $695 non-members


  • Creating Awareness and Demand for Your Firm’s Services
  • Becoming Strategic Advisors to Drive Business Development

Body of Knowledge Domains: Business Development and Technology Management

Program Description:

This program is targeted to those with key and senior roles within the operations, marketing, and technology departments and those who want to learn how use data, analytics, technology and process and project management to drive strategy. This program will focus on key trends in marketing operations and technology, the use of effective tools, such as Power BI, to display metrics and the application of practical skills to drive efficiencies and organizational agility.

Learning Outcomes:

  • Identify trends in the marketing operations and technology space
  • Understand metrics and application of this information to drive results forward
  • Learn practical skills to continue to drive for results and efficiencies within your organization

Jason Kennedy, Marketing Operations Consultant at Calibrate Legal, Inc
Brandie Knox, Founder and Creative Director, Knox Design Strategy 
Michael McCune, Senior Director, Advisory, Gartner 

Marketing Operations Pre-Conference Co-Chairs:

   Sarah DiCaro, Director of Marketing Technology & Analytics, Perkins Coie
Deborah Ruffins Courtney Beauzile, Director of Marketing Operations, Shearman & Sterling LLP

Developing Your Leadership Effectiveness & Impact: Strategies and Tools for Leading Yourself, Your Team and Your Firm       

 March 21 | 10:00 a.m. - 4:30 p.m.

  • $595 members | $695 non-members


  • Becoming Strategic Advisors to Drive Business Development
  • Building Your Personal Brand

Body of Knowledge Domains: Business Development and Marketing Management and Leadership

Program Description:

This program is targeted to the senior manager or “number two” at a firm and those individuals who want to discover new ways to lead through change, become a strategic advisor and inspire their team. Participants will learn concrete, proven leadership best practices and tactics from outside experts while actively engaging in participant peer discussions to “crowdsource” wisdom and experiences for post-program implementations. Participants will leave this program with a first draft of their personal Leadership Blueprint as well as leadership strategies, tools, notes, insights, and personalized feedback.  

Learning Outcomes:

  • Discuss how to confidently communicate as a leader to inspire others to flourish and follow your lead
  • Identify how to increase your leadership impact as a “pro in position” to elevate visibility and demonstrate readiness for new challenges and opportunities
  • Discover how to amplify leadership effectiveness through attunement to natural strengths and core values

Deb Knupp, Managing Director, GrowthPlay
Paul Manuele, Director, Marketing & Communications, Kramer Levin
Bronwyn Tinker-Kelly, Global Head of Learning, Kearney
Kelly Mackinnon, Business Development Director of  Practices, Shearman & Sterling

Leadership Pre-Conference Chair

Deborah Ruffins Deb Knupp, Managing Director, GrowthPlay 

Pre-Conference Schedules

The Pre-Conference Program descriptions are subject to change.