Thursday 13th June
Bringing together the ecosystem of professional services marketers and leading-edge technologies.
CMO Series Live has comes to America
Building on the sold-out success of the inaugural CMO Series Live event in London, which brought over 200 senior marketing professionals together with leading technology suppliers for a full day of best-practice learning and networking, we were thrilled to bring the same event to America in 2024.
What happened on the day
The one-day conference included two streams of content, focusing on case-studies of both marketing strategy and marketing technology, making for a thought-provoking day. There was plenty of time to network and connect with marketing leaders from across the industry as well as the world’s best-in-class technology providers.
Attendees were CMOs and Business Development Directors in commercial law firms and strategic advisories, looking to engage in rich, insightful discussions on topics that are shaping the future of professional services marketing. There was also the opportunity to connect with the tech partners who can make plans a reality.
Speakers
Agenda
8:30
Registration, welcome refreshments and networking
9:30
Opening Keynote from Passle
Connor Kinnear, Chief Marketing Officer at Passle Ltd
James Barclay, Chief Executive Officer at Passle Inc
GREAT ROOM 1
GREAT ROOM 2
9:50
GREAT ROOM 1
talk
How to Build Influence & Gain Buy-In for Change
Trish Lilley, Chief Marketing & Business Development Officer at Thompson Coburn
When it comes to driving transformation at your firm, there’s no one better to run a masterclass than Trish Lilley, Chief Marketing & Business Development Officer at Thompson Coburn. Join this session to learn how to engage the right people at your firm needed to make transformation happen.
Takeaways include:
- The importance of having executive presence and connecting with your attorneys
- How to have gravitas in the room
- The power of preparedness
- Anticipating resistance and how to tackle it
GREAT ROOM 2
talk
How Reed Smith Achieved a World-Class Digital Presence
Phillip McGowan, Global Director, Corporate Communications, Reed Smith
Sadie Baron, Chief Marketing Officer, Reed Smith
When it comes to having a content-first digital marketing function, Reed Smith are leading the way. Join their CMO, Sadie Baron, and Global Director of Corporate Communications, Phillip McGowan, for an in-depth look behind their strategy, as they share how they’ve built a world-class digital presence for the firm that lives up to the results and experience delivered to clients – without always having the benefit of a strong website.
Key takeaways include:
- How content streams and distribution capabilities can engage existing and new audiences
- A roadmap for building a digital marketing and content infrastructure designed to facilitate the B2B buyer journey.
- Tips to build market awareness without having a strong website
10:40
GREAT ROOM 1
talk
Unlock the Potential of Using Data for Business Development
Kelly Harbour, Chief Business Development Officer, Goulston & Storrs
Terra Liddell, Chief Marketing Officer, Finnegan
Teaming up to give a best practice session on how to standardize data as part of their marketing and business development strategy, is none other than Kelly Harbour, Chief Business Development Officer at Goulston & Storrs, and Terra Liddell, Chief Marketing Officer at Finnegan.
Together they will share how they have each adopted a data-driven approach and turned it into a strength for their respective firms, including using data to predict pipeline and shape campaigns.
Key takeaways include:
- Where to start on your data journey
- How strategizing is not always as necessary as you may think
- Exploration of technology, and adopting digital wherever possible
- How to use your data to engage partners and drive business growth
GREAT ROOM 2
talk
Beyond Rainmakers – Deepening the Client Relationship
Nicole Petrie, Chief Marketing and Business Development Officer, Schulte Roth + Zabel
Step into the shoes of a first-time Chief Marketing and Business Development Officer who has made a substantial impact at her firm within a short period of time.
In this session, Nicole will uncover the pivotal role of being a true change agent; discussing the importance of championing your lawyers to drive sales through self-service means, giving them a voice, building an effective team and creating instant impact within the first 12 months in post.
Takeaways include:
- Using marketing and sales to deliver value and put lawyers in front of clients
- Balancing reduced budgets against your ambitions for the firm
- The power of discipline in establishing yourself as a trusted leader in your role
- Using technology to fuel transformation
11:30
GREAT ROOM 1
talk
Human Before AI: Integrating Generative AI with Your Experts
Joe Green, Chief Innovation Officer, Gunderson Dettmer
Monica Rodriguez Kuniyoshi, Chief Marketing Officer, Gunderson Dettmer
As early adopters of AI, Gunderson Dettmer are true leaders in understanding when and how to use it. In this session, Joe and Monica will discuss the ways in which they are using it, and the choices that need to be made when doing so, but perhaps most importantly – how they are focused on retaining the human voice behind their brand whilst still powering content through AI.
Takeaways include:
- How AI can be used to achieve differentiation
- How to ensure you keep human ingenuity amongst your firm
- How to train your AI to preserve the uniqueness of your firm’s voice
GREAT ROOM 2
Case Study
Managing People & Process to Deliver for Clients
Christa Crane, Chief Client & Strategy Officer, Loeb & Loeb
Julie Chodos, Chief Marketing and Business Development Officer, Axinn
Understanding what makes lawyers tick in order to drive the change you want to see at your firm is one thing – but knowing how to manage the change in behaviours required is another.
Join Julie Chodos, Chief Marketing and Business Development Officer at Axinn, and Christa Crane, Chief Client Officer at Loeb & Loeb, who each possess a wealth of change management experience which they will be sharing with the audience.
Key takeaways:
- Needing and understanding the voice of the client
- The transformative power of inviting input
- Understanding what your partners want for the firm, and how to bring them on the journey with you
12:15
Lunch & networking
13:35
COO Panel
Challenges and Opportunities in Legal going into H2 2024
Ralph Allen, Chief Operating Officer, Kelley Drye & Warren
Ann Westover, Chief Operating Officer, Axinn
Adam Kassoff, Chief Operating Officer, Vinson & Elkins
Jennifer Korff, Chief Operating Officer, Brown Rudnick
Join this panel of Chief Operating Officers as they navigate the challenges of running and growing law firms – big and small – in 2024. From balancing time and resources spent across teams efficiently, to managing Partner expectations, this session will explore the ins and outs of a day in the life of a Chief Operating Officer.
The panel will cover everything from discussing strategies for building an effective ‘Chief team’, to highlighting the evolving role of COO’s. They will examine the pathway to COO from leadership roles in Marketing, Communications, and BD backgrounds.
If you want to know what skills, strategies and tactics you need, should you wish to become a COO of the future, or simply learn how to make the most from the COO you have right now, then this session is for you.
14:25
Case Study
Using Technology to Stay Ahead of the Curve
Alison Arjoon, Chief Marketing and Business Development Officer, Fragomen
Luke Ferrandino, Chief Marketing Officer, Paul Weiss
Law firms are increasingly adopting the use of technology across the board to help them achieve their goals, and this session will provide an in-depth look at two firms that are paving the way with their innovative uses of technology.
Throughout this session, Luke and Alison will explore the various technologies at play right now, and the ways in which they are using them to their advantage. They will talk us through best practices for knowing how and when to adopt the tech, how it can be beneficial for your firm, and what the future holds in the technology landscape for law firms.
Together, they will cover everything from building a culture of experimentation and curiosity to aid in successful adoption of technology, to the different ways in which technology can be used to help keep you ahead of the curve.
Takeaways include:
- The ways in which technology can be used to solves core challenges
- The influence of AI in this
- The impact that reporting on success has on building a culture of trust
- How technology impacts Associates, and tips on how to manage this
15:10
Break & networking
15:40
Panel
We All Do It: Driving Sales & Revenue
Shade Vaughn, Chief Marketing and Business Development Officer, Akin Gump
Deborah Ruffins, Chief Marketing Officer, Perkins Coie
Catherine Zinn, Chief Client Officer, Baker Botts
Crossley Sanford, Managing Director, Ankura
Revenue is at the core of law firm success, and sales happen every day at all firms in everything but name. Join our panellists as they distil over a decade of collective experience into tangible takeaways for success, uncovering what is working and giving an up-close look into what top firms are doing today to win more revenue.
Together this panel will explore how individually, they are reimagining their marketing tech stack, and reshaping client access to insights to help them drive business growth at their firms.
Takeaways include:
- How adopting a behavioral intent approach to marketing can keep you ahead of competition
- The evolving meaning and structure of sales in a professional services
- What trends and tech are shaping the future of sales and revenue generation
- Real life case studies of successful strategies that have secured multimillion-dollar deals
16:30
General Counsel panel
Closing Keynote: What Positions Your Firm as the Best and First Choice?
Alex Dimitrief, General Counsel, Sotera Health Company
Brian Rauch, General Counsel, Harvard Maintenance
Lisa Anastos, General Counsel, LifeHikes®
Julie Aslaksen, General Counsel, Host Hotels
Successful marketing is based on a deep understanding of what clients need. Join us for an unmissable closing panel where four dynamic General Counsel help us delve deep into what drives them and how marketers can position their firm as the best possible choice.
Together, our panellists will cover:
- What GCs need to see from your firm
- How to stand out in a crowded market
- How to deliver valuable and useful marketing that helps builds strong relationships
- Practical steps to build effective marketing that delivers what GCs want
17:15
Closing comments
17:20
Evening drinks reception
Agenda is subject to change
PAST EVENTS
