5 Takeaways From the LMA Southwest Region Conference

Changes in business of law require changes in marketing skills

By: Michelle Friends and Jessica Jaramillo
LEGAL MARKETING ASSOCIATION

On October 26, more than 100 legal marketers from around the country descended on Denver for the inaugural Legal Marketing Association Southwest Region Conference to discuss best practices and future innovations related to marketing management and leadership in the legal industry.

The conference focused on the business of law and marketing management and leadership. Most importantly, this conference addressed how the business of law is changing and the management and leadership skills legal marketers need to possess in order to help their firms succeed are changing too. The sessions covered topics including: legal operations, client development, influence and executive presence, and leadership development.

1. FIRMS NEED TO UNDERSTAND LEGAL OPERATIONS, AND START BUILDING OFF THEIR STRENGTHS.
Many law firms could benefit from time with Tracy McMahon, director of legal operations at DaVita. McMahon discussed legal operations and the importance of it in today’s legal marketplace. Firms need to understand that legal operations are much more than discussions around fee arrangements. New technology, metrics and the future of artificial intelligence are changing the industry and the delivery of legal services rapidly. Firms need to understand the core competencies legal operations teams are focused on, along with their firm data, including how their matters trend and where efficiencies can be created. Building on their existing strengths, firms can align with these competencies to provide a new level of service.

To read this story and other complete articles featured in the November 13, 2017 print edition of Law Week Colorado, copies are available for purchase online.