LMA Annual Conference 2016

toservelawyers

A theme I heard, or just picked up on, at the 2016 LMA Annual Conference is that our role, as legal marketers, is as a service provider to our clients … the lawyers we serve. Yet, sometimes, the relationship seems much more adversarial than it has to be.

Yes, our “job” is to increase the top line, but very few of us are true sales people heading out to bring in new clients to the firm. And it takes finesse to be successful in our roles.

For the most part, our job is to help identify opportunities both internally and externally. To coach and train lawyers. To prepare for the sale. To provide the infrastructure. Too many lawyers want to abdicate (or blame) marketing if they do not have a steady stream of new business. The rainmakers get it. The service partner (which are becoming a dying breed in law firms) do not.

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Directories and submissions multiply faster than Tribbles.

So where am I going here? The disdain for a function of our jobs — submissions — has to stop. And the attitude change has to come from us.

Yes. Directories and submissions seem to breed new directories and submissions faster than Tribbles, but can you not see the value? And I’m not talking about pointing to new revenue. The ROI for each of our functions is not necessarily new revenue, and I will argue that directory and submissions do more for us than they do for the lawyers.

Here’s how I came to appreciate the Chambers and Partners submission process, as well as Best Lawyers, and yes, Super Lawyers:

It’s not about bringing in new business.

It’s about the service provider/client relationship we share with the lawyers.

I believe the Chambers/Super Lawyers panel has surpassed the General Counsel panel as one of my favorites at the LMA Annual Conference. Why? Because my CLIENTS, the lawyers, value these and learn something new each time that allows me to serve my clients better.

I wrote about my change of heart here last year in I’m changing my tune on surveys. Once I stopped thinking about how these submissions are a waste of time and don’t bring in any new business, and started to recognize WHY the attorneys value them, I was then able to see how they allow ME to build a better relationship with my CLIENT. At that moment I began to not only  appreciate the submissions and directories, but look forward to them.

Why?
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Leadership chart

I cannot believe that it’s been a week since I attended the CMO Summit at the Legal Marketing Association’s annual conference featuring Leonardo Inghilleri. Leadership can’t be taught in five hours, you need five days or more to take a deep dive. That said, what a great program. It’s an unspoken rule to not live-tweet the CMO Summit, so I did not, but I’d like to touch on a few things.

My first take-away, for LMA, is that this is a great opportunity for us to create a new online education program for our current and future leaders. Leadership is lacking in law firms, law firm marketing departments, and everything we touch. There is a void. There is a need. Fill it. (Is that direct enough??)

My second take-away is that leaders cannot lead if they don’t know where they are going. Even if you have an idea of where you are going, how are you going to get there without a guiding, moral compass?

Your compass is your personal mission statement. You have one, right? If not, I cannot underestimate the value of having one. If  you don’t have one, you’re probably wondering, “What the hell is that, and how do you create one?”
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LMA Annual Conference – 2015

We all attend professional conferences. Some are close-knit groups, such as the Legal Marketing Association’s Annual Conference; others will have 10s of thousands in attendance, and take over a whole city (ACC Annual Meeting, CES, NRF’s Big Show).

Sometimes we will know no one attending, other times hundreds due to our level of involvement in the organization.

No matter how many people you know or don’t know, speaker or not, first time attendee or not, you need to prepare to maximize the time you will be there, and out of the office.

I start to prepare for a conference  approximately two weeks or so before my departure. When I say I do these things, I really do them, and I coach others to do so as well for one reason: They work.
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cropped-11149468_10153176009878926_9114104145154145142_n1.jpgI remember taking my first Myers-Briggs assessment way back when. I was an ENTJ. The “E” completely confused me. I hated people. I preferred to be alone. Ugh. I had to be an introvert. Right? Wrong.

Fast forward 20 years and I have completely come into my extroversion (is that a word?). I get my energy from being around others. And, more than anything, I get my work energy from the LMA Annual Conference.

Transitioning to a new firm this year has really taxed my mental energy. I have so many ideas swirling around my head every day. There are so many things to do, and many more possibilities as well. I have a great support team back in the office to help me process, wade through my ideas, help me to decide what’s a go, and what’s a no-go.


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