Canada: The Collaborative Power of Marketing and Business Development in a Law Firm

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Wednesday, September 27, 2023 | 11:00 am - 12:00 pm CT

Legal marketing and business development roles in law firms are constantly evolving. When these teams work together, great things happen. This panel, organized by our LMA Canada Prairies Local Group, will focus on the key differences between the Marketing and Business Development functions, identify where there is overlap and how the skill sets differ, and explore how these two functions can effectively work together to serve the needs of clients, lawyers, and the firm.

  • The evolving landscape of legal marketing and business development.
  • Starting with purpose. What is the purpose of marketing? What is the purpose of BD? What do successful outcomes look like?
  • Exploring two halves of a whole – examples of joint efforts and where the circles overlap.
  • Identifying different skill sets: analogies of lawyers and hockey players.
  • The evolution of the marketing role and the impact of technology.
  • The evolution of the business development role and the impact of law firm culture.
  • Cindy Cannon, Manager, Marketing & Business Development, TDS LLP (Member-at-Large, Prairies Local Group)
  • Mark Howe, Director, Business Development & Client Relations, TDS LLP (Chair, Prairies Local Group)


  • A Zoom link will be emailed the day before the event.


  • LMA Members: Complimentary!
  • Prospective LMA Members: $35

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