You Can Lead a Horse to Water, But…… Strategic Planning for 2025

Recorded September 26th, 2024

In the ever-evolving landscape of legal marketing, staying ahead requires strategic foresight, innovative thinking and collaborative approaches. This program is designed to equip legal marketers and business development professionals with the tools, insights and strategies needed to navigate the 2025 planning process and thrive in today’s competitive market. If you attended LMA’s Northeast Regional Conference, this webinar will help with next steps. If you didn’t, it will have a bit of what you missed. Please join our seasoned panel of legal marketers as they discuss: 

• Emerging trends
• Business planning at all levels – firm, practice group, industry and individual
• Leveraging resources
• Optimizing technology and data analytics
• Identifying KPIs and measuring ROI

Cost:
Members & Non-Members: $25
 

Speakers:

Lisa Cooms
Director of Marketing and Business Development
Friedman Kaplan Seiler Adelman & Robbins LLP

Lisa Cooms is Director of Marketing and Business Development at Friedman Kaplan. With nearly a decade of experience at the helm of law firm marketing departments and a prior career as a practicing attorney at Ropes & Gray, Lisa is passionate about helping lawyers embrace business development strategically and authentically as well as optimizing the role of marketing departments within law firms. Lisa has been an enthusiastic member of the Legal Marketing Association since 2012; she served two years on the New York Local Steering Committee and two years as co-chair of the Business Development Special Interest Group. Outside the office, Lisa is an avid volleyball player and fan, dog mom to a sweet and sassy 12-year old beagle, and lover of travel and year-round iced coffee.

Erica Rodriguez-Roman
Chief Marketing and Business Development Officer
Cole Schotz P.C.

Once a practicing attorney, Erica Roman understands attorney life, law firm culture and the realities of pitching legal work. After spending the initial years of her career as an associate attorney, Erica transitioned into sales, pitching, client relationship management and business creation. Over the past decade, Erica has honed a unique skill set focused on formulating and executing strategic business plans aimed at increasing profitability and driving growth. As Chief Marketing and Business Development Officer, Erica is committed to nurturing the bonds between the firm and its clients, both current and prospective. She crafts bespoke innovative approaches to client development, thoughtful strategies to deepen relationships and expand networks, and creative brand management and marketing campaigns. Since being appointed Chief, Erica has led the firm on a full rebrand and website development project that has resulted in the firm’s sophisticated new presence in the marketplace.

Kate Stoddard
Chief Marketing Officer
Kelley Drye & Warren LLP

Kate Stoddard is responsible for Kelley Drye’s overarching business development strategy and the creation of branding, marketing, and communications programs. As a member of the senior administrative leadership team, she is an adviser to attorneys on strategic planning and to the firm on general management decisions. Kate brings the voice of the client to marketing efforts and is a member of the Client Service and Innovation Committee, which considers new approaches and technologies to address client needs. Over the course of 15 years at Kelley Drye, she has grown the business development department, formalized the marketing infrastructure by implementing the first comprehensive CRM, and led rebranding and website development initiatives that capture the spirit and culture of the firm. Outside the office, Kate serves on the board of the Junior League of Monmouth County, whose mission is to advance women’s leadership for meaningful community impact through volunteer action, collaboration and training.

Moderator:

Michelle Murray
Director of Business Development
Arnold & Porter Kaye Scholer LLP

Michelle Murray spent 14 years in capital markets at global banks before changing paths to become a leader of law firm marketing and business development. Michelle works closely with law firm’s executive leadership, management and practice groups to develop and execute strategic business and client-focused initiatives that advance the firm’s objectives. As Director of Business Development at Arnold & Porter, Michelle leads a team of professionals who are responsible for the business development activities of the firm’s transactional and financial regulatory practices. With 25 years of B2B and legal marketing experience, she develops and implements strategic individual, industry and practice-based business development plans, coaches lawyers on how to differentiate themselves with their clients, which tools to use and how best to use them. Michelle is the 2023 Past-President of the LMA Northeast Region. She served as the Northeast Region President (2022) and Treasurer (2021), and as the 2019 Chair of the LMA’s New York Local Steering Committee. She is a certified White Belt in Legal Lean Sigma and Project Management.