Next Big Thing

About LMA's Next Big Thing Initiative

This year, LMA and subject matter experts came together to identify the "Next Big Thing" (NBT) in legal marketing and how it will influence your role as a legal marketer. The 2021 NBT within legal marketing is change management. 

The year 2020 redefined our lives, our industry and our world. Recognizing that change is the only constant, LMA's 2021 Next Big Thing initiative will focus on providing legal marketing professionals with the knowledge and tools they need to successfully navigate change for themselves, their teams and their firms.

Additional Programming and Resources on Change Management:

The Next Big Thing Roadshow

The 2021 Next Big Thing is hitting the road! LMA is excited to roll out this dynamic series hosted by the LMA regions that will showcase specific change management case studies from luminaries in the industry and how the ADKAR Model* was applied. All legal marketers, regardless of geographical location or region affiliation, are invited to participate in each virtual session. 

Watch this video for a brief overview of the change management methodology and framework from our 2021 NBT co-chairs.

Look out for upcoming programming on a range of topics related to change management, including: 


Once programs are confirmed this section will be updated with more information.  

ON24 details provided upon registration. 

LMA Member: Complimentary
Prospective Member: $150 Next Big Thing Pass — The Next Big Thing Pass includes access to all live events and recordings.

Unable to attend every session? Session recordings are complimentary for all members and included in the prospective member Next Big Thing Pass. You will need to register for the event to recieve the session recording 24 hours after the live event. Recordings of each session will also be made available in the webinar archive.

* © Prosci 2019. All rights reserved. ADKAR and ADKAR terms are registered trademarks of Prosci, Inc. Used with permission. Prosci®

Meet the 2021 Next Big Thing Roadshow Speakers

Ashraf Lakhani

Ashraf Lakhani (2021 NBT Co-Chair)
Director of Business Development, Porter Hedges LLP
Southwest Region

Ashraf Lakhani is the Chief Business Development and Marketing officer at Porter Hedges LLP in Houston. With over 20 years of legal marketing experience, he is responsible for developing and executing the client development strategies, coordinating the client feedback program, managing public relations, and leading the marketing team. Prior to Porter Hedges, he led the marketing efforts in Texas for both Morgan Lewis and Howrey as they expanded into the state. Ashraf served as the LMA President in 2018, co-chaired the LMA Annual Conference in 2015, and received the LMA Southwest Distinguished Service Award in 2020.

Jill S. Weber

Jill S. Weber (2021 NBT Co-Chair)
Chief Business Development Officer, Quarles & Brady LLP
Midwest Region

Jill Weber is the Chief Business Development Officer at Quarles & Brady, directing legal marketing and business development strategy for the firm with a focus on great client relationships. An experienced advisor, Jill leads a team of client relations, business development and legal marketing professionals dedicated to client service and engagement. Building strong client relationships and enhancing client

service are her top priorities. Jill brings a wealth of experience from previous roles leading marketing and business development efforts for law firms as well as communications and marketing agencies. She initiated a nationally recognized business development coaching and training program that generated significant revenue for attorneys.

Adam Severson

Adam Severson
Chief Marketing & Business Development Officer, Baker Donelson
Southeast Region

Severson is responsible for the strategic direction and execution of the Baker Donelson's business development and marketing initiatives, and collaborates with the Firm's lawyers and professional staff to maintain a client focus, increase marketplace awareness and facilitate cross-office and cross-practice collaboration. He sets direction for practice group- and industry-driven strategies, public relations, client interviews, brand management, advertising, competitive intelligence and market research. He is a nationally-recognized presenter and leader in the legal marketing and business development community. Adam is a past President of the Legal Marketing Association, recent LMA Hall of Fame inductee, a Fellow in the College of Law Practice Management and was recognized by the Nashville Business Journal as CMO of the Year for all industries. Prior to joining Baker Donelson, he held leadership roles at two other AMLAW 100 firms and also worked in various roles of what is now Thomson Reuters.

Lisa Simon

Lisa Simon
Chief Marketing & Business Development Officer, Lewis Roca Rothgerber Christie LLP
Midwest Region

Lisa Simon is Chief Marketing and Business Development Officer at Lewis Roca where she is responsible for building the Lewis Roca brand to create strong market relevance and awareness and drive revenue. With a passion for developing high performing talent, Lisa oversees a sophisticated team responsible for business development, market research, public relations, communications, digital marketing, and events. Working with the firm’s Client Service Partner, Lisa has led the development and implementation of Experience Amplified, the firm’s client service and feedback program, now in its third year.

Lisa is a frequent speaker on client experience, brand development, and other client relations and growth strategies. She is a former president of the Legal Marketing Association and was inducted in the LMA Hall of Fame in 2017.

Alycia Sutor

Alycia Sutor
Managing Director, GrowthPlay
Midwest Region

Alycia Sutor has more than twenty years’ experience helping lawyers and executives accelerate sales performance and revenue growth. She is particularly passionate about helping individuals create greater impact in how they lead, work, and sell by unlocking strengths and research-based insights to power individual, team and organizational growth. Prior to her current role, Alycia oversaw the business development and marketing functions at Goldberg Kohn and McDermott Will & Emery.

Alycia is also passionate about elevating the profession of law through various volunteer leadership roles, including with the Legal Marketing Association (LMA), currently serving as the co-chair of the Talent Development Committee. She also served as LMA’s President of the International Board of Directors, as well as the Board President for the Midwest Region and has served on the advisory board of the Legal Sales and Service Organization. Alycia is a frequent speaker on business development topics, which includes guest teaching appearances at IIT Chicago-Kent College of Law.

Cynthia Voth

Cynthia Voth
Chief Client Officer, Miller Nash
West Region

Cynthia Voth is Chief Client Officer at Miller Nash—a 160-attorney firm based in the Northwest. She is an experienced legal marketer and law firm leader with a passion for collaborating with and coaching attorneys on business development and delivering excellent client service. In her role as Chief Client Officer, she oversees the firm's Marketing/BD, IT, Records, and Legal Support Staff departments. Dedicated to the advancement of the legal profession and an active volunteer with the Legal Marketing Association, Cynthia served as President of the International Board of Directors in 2019.