Ark Group’s 12th Annual

Competitive Intelligence in the Modern Law Firm Balancing opportunity and risk by leveraging intelligence that informs strategic decision-making— expanding the competitive horizon beyond competing law firm practices

Today, most law firms have accepted that Competitive Intelligence (CI) is important. But not all firms are able to quantify its importance. CI can be challenging, requiring ongoing investments of time and money. But not all firms currently are able to commit the necessary staff or financial resources. Most importantly, to be effective, CI requires a strategy. Yet many law firms still don't have a plan in place for gathering and utilizing competitive intelligence. Whether you are a marketing lead, a firm administrator, a business development exec, a practice manager, or perform some other essential business function in support of a law firm, it can be challenging to help partners view the organization as a business. The reality is that the market has changed, as has demand for legal services—with more work staying in-house, going to alternative providers, or with more firms merging, and companies generally pushing back on legal spend. Hence, law firms need to be more strategic in planning for growth, competing for business, and staying ahead of the curve. Ark Group’s 12th annual Competitive Intelligence in the Modern Law Firm conference will once again provide an ideal platform for benchmarking, discussion and debate concerning how competitive (and business) intelligence provides the foundation for strategic planning—enhancing the ability to expand relationships with clients, and to make faster and more informed decisions on behalf of the firm (and its clients). Increasingly, law firms want to position themselves as trusted advisers, viewed by their clients as partners that deliver more than just legal advice. This entails knowing and understanding the clients’ industries, challenges and opportunities—which in turn requires insightful, actionable information that is never obsolete. Competitive intelligence aims to provide attorneys with exactly what they need and when they need it, enabling them to truly be the most informed and the most strategic. But what are the best-practices for achieving this know-how? We hope you will join us—along with your industry peers this September in New York, as we collectively address and discuss what actionable intelligence really means and what it looks like—from current awareness, to in-depth analysis to dashboards and beyond.

SPONSORS:

September 27, 2018

New York, NY

Featuring Key Contributions and Candid Viewpoints from: Rainer Michaeli, Managing Director, Institute for Competitive Intelligence (ICI), Founder, Deutsches Competitive Intelligence Forum, and adjunct lecturer, University of Darmstadt Roy E. Sexton, Marketing Director, Kerr, Russell and Weber, PLC Stefanie Marrone, Director Business Development & Marketing, Tarter Krinsky & Drogin LLP Madhav Srinivasan, Chief Financial Officer, Hunton Andrews Kurth LLP Bernadette DeCelle, Senior Director of Client Development and Marketing, McCarter & English, LLP Jodie Collins, Chief Marketing Officer, Manatt, Phelps & Phillips LLP Christina Fritsch, JD, Founder, ClientsFirst Consulting Mark T. Greene, Ph.D., President, Market Intelligence LLC James (Jim) Haggerty, Vice President, LibSource (a division of LAC Group) Jeffrey Cohan, Director of Libraries and Knowledge Management Services, Fitzpatrick, Cella, Harper & Scinto Brent Turner, Manager, Peer Monitor, Thomson Reuters Janet Bennett, JD, National Manager, Business Development, Thomson Reuters

Register to attend before June 30th to receive your 15% Early-Bird Discount!

8:30AM Registration & Refreshments

9:00AM Introductions Conference Chairperson

9:10AM KEYNOTE ADDRESS Strategic Foresight for Competitive Intelligence Business analysts as well as decision-makers would all love to use a crystal ball to predict the future of their industries. Unfortunately this is only an option in fairy tales. For business purposes, analysts need a portfolio of strategic foresight methodologies. This keynote session will review and compare the following approaches:

Scenario planning Business War Gaming System Dynamic Modeling Forecasting (time series extrapolation) Expert Forecasting

As a test-case for these approaches, attendees will discuss the analysis of competitor moves – the Holy Grail for competitive intelligence analysts.

Rainer Michaeli, Managing Director, Institute for Competitive Intelligence (ICI), Founder, Deutsches Competitive Intelligence Forum, and adjunct lecturer, University of Darmstadt

10:00AM PANEL DISCUSSION Legal Market Trends and Growth Strategies Oh, to go back to 2008 when the legal world was basking in the glow of heavy demand and high fees. We can dream. The reality is that the market has changed and demand for legal services is constantly evolving with more work going to alternative service providers, more firms merging, and companies pushing back on legal fees. In today’s market firms are finding the need to be more strategic in planning for firm growth, competing for business, and staying ahead of the curve. This lively session will feature a review of legal market trends and views toward the future of the market — followed by a law firm leader panel discussion around how firms are setting themselves up to meet the challenges of today’s market. What tools are they maximizing towards cross-selling? What are their processes? How are they measuring success, and what do they plan to do going forward to help their firms be best-positioned for success?

Janet Bennett, JD, National Manager, Business Development, Thomson Reuters, Others TBA

Moderator: Brent Turner, Manager, Peer Monitor, Thomson Reuters

10:45AM Morning Networking Coffee Break

11:15AM CASE STUDY Peer Identification: A Critical Underpinning of Competitive Intelligence Peer comparisons are key inputs into many management decisions, including annual rate increases, lawyer and staff headcount changes, financial and operating analyses on PPP and expense differences, and strategic goals setting. Selecting peers in law firms today turns out to be a subjective and manual process. In this case study, we will discuss a new data-driven methodology to select financial peers using multiple dimensions, which can lead to appropriate comparisons and enhanced competitive intelligence. This discussion will focus on:

A multi-dimensional performance framework Identifying financial peers for any law firm

Similar versus dissimilar firms – a gradation Do peer sets change over time? Some case studies/examples Underlying operating factors for PPP differences

Madhav Srinivasan, Chief Financial Officer, Hunton Andrews Kurth LLP

11:45AM CASE STUDY “Better to ask for forgiveness?” Navigating the tricky business of getting your firm to think and act like a business Whether you are a marketing lead, a firm administrator, a business development exec, a practice manager, or perform some other essential business function in support of a law firm, it can be challenging to help partners view their organization through the lens you use: as a business. How do you get your partners to engage in their own practice development, let alone in the overall strategic direction of the firm, when they are stricken by hourly demands, analysis paralysis, unyielding client expectations, and a tendency toward rule-driven conformity that defies the entrepreneurial spirit needed to compete in an ever-changing, ever-challenging market landscape? This session will discuss core principles of strategic planning, organizational development, communications, and culture change – with a healthy dose of “what’s in it for me” – to give you tips and tricks that will help your partners better engage with you, with the firm, and with transformational action.

Roy E. Sexton, Marketing Director, Kerr, Russell and Weber, PLC

12:15PM Networking Luncheon

1:15PM PANEL DISCUSSION Intelligent Collaboration: How the Library, BD and Marketing All Play an Integrated Role in CI/BI at Large Law Most law firms want to position themselves as trusted advisers and to be seen by their clients as partners that deliver more than just legal advice. Knowing and understanding the clients’ industries, challenges and opportunities requires insightful, actionable information that is never obsolete, and served up in ways that a busy partner can read on the go. Business development teams often rely upon the library to make sure they have the data they need to make sure rainmaking always succeeds. Librarians are reinventing themselves as analysts, providing more than just exhaustive search output. The most successful business development support is often best achieved by a happy collaboration among the Library, Marketing and Business. Competitive intelligence aims to give attorneys the inside track so they can truly be the most informed and the most strategic. What are the best practices for achieving this know-how? In this panel discussion, leading law firm CI stakeholders will share lessons learned, guidelines for more effective teamwork and discuss what actionable intelligence really means - and what it might look like, from current awareness, to in depth analysis to dashboards and beyond.

PANEL: Bernadette DeCelle, Senior Director of Client Development and Marketing, McCarter & English LLP, Jodie Collins, Chief Marketing Officer, Manatt, Phelps & Phillips LLP, Jeffrey Cohan, Director of Libraries & Knowledge Management Services, Fitzpatrick, Cella, Harper & Scinto

Moderator: James (Jim) Haggerty, Vice President, LibSource, (a division of LAC Group)

Competitive Intelligence in the Modern Law Firm

Conference Agenda

Thursday, September 27, 2018

Conference Agenda — continued on next page

2:00PM The A(i)-B(i)-C(i) Continuum: How Intelligence Functions within Law Firms Can and Should Support One Another CI and BI both aim to reduce risk in decision-making, but their synergies are often imperfect. So, it behooves us to better understand how these two functions are similar, different, and even conflicting. This session will include useful definitions of each, how they are often confused, how they can and should complement one another—as well as where is each usually managed and funded in law firms. Relationships among various firm data sets, internal and external, will be discussed. Of course, with “big data” in play, Artificial Intelligence should also play a role, as this session will also address.

Mark T. Greene, Ph.D., President, Market Intelligence LLC

2:45PM Afternoon Networking Coffee Break

3:15PM CO-PRESENTATION Client Intelligence – Using CI for Smart Business Development Today, most law firms have accepted that Competitive Intelligence is important. But not all firms are able to quantify its importance. Additionally, CI can be challenging, requiring ongoing investments of time and money. But not all firms currently are able to commit the necessary staff or financial resources. Most importantly, to be effective, CI requires a strategy. Yet many firms still don't have a plan in place for gathering and utilizing CI. This presentation will not only provide you with practical ideas and advice for overcoming some of these CI challenges, but will also share real-life stories of CI business development successes that you can use to quantify the value of CI and advocate for additional resources—addressing some of the most timely and relevant CI topics including:

Developing and implementing a CI strategy Creating an effective CI report Utilizing CI to prepare for business meetings and Client interviews Dealing with resource constraints Evaluating internal and outsourced staffing options Working together with the lawyers to provide the BD information

they really need Using CI for lead generation Leveraging technology to enhance the value of CI Communicating successes to enhance participation What other successful firms are doing to drive CI initiatives at their

firms

Stefanie Marrone, Director Business Development & Marketing, Tarter Krinsky & Drogin LLP AND Christina Fritsch, JD, Founder, ClientsFirst Consulting

4:00PM CASE STUDY “Context”— Using Knowledge Management Tools to Support Competitive Intelligence Efforts in Your Legal Organization Context is the baseline metric for scope and relevancy, and the right combination drives the bus. This discussion will cover how intelligence gathering and presentation is made more effective by utilizing internal knowledge management tools to better determine the intelligence needs of your organization, and to make the relevancy of intelligence explicit to

your organization. Absent these qualifiers, CI may be interesting, but it’s not compelling, nor can it be ranked by importance. Indeed, most organizations are now very complex and have expansive experiential history and relationship profiles with clients, contacts and industry. This session will demonstrate how to both organize and uncover the internal context that guides intelligence gathering. From client relationship management to traditional KM tools that mine documents, and to tools that don’t exist without you creating them, you will acquire the understanding needed to implement meaningful KM support for the competitive and strategic intelligence efforts in your legal organization. By deconstructing the CI and KM processes into simple steps, and providing examples, a meaningful resolution is achieved to better serve the needs of the competitive intelligence professional.

Jeffrey Cohan, Director of Libraries and Knowledge Management Services, Fitzpatrick, Cella, Harper & Scinto

4:30PM Q&A/Closing Remarks Conference Chairperson

Competitive Intelligence in the Modern Law Firm Conference Agenda Continued…

Thursday, September 27, 2018

Conference Agenda — continued...

This conference is taking place at:

The Princeton Club of New York 15 West 43rd Street New York NY 10036 #212-596-1200 http://www.princetonclub.com

If you have any questions about conference admission costs, the conference venue/location, sleeping rooms or accommodations, team discounts, anything at all— please don’t hesitate to give us a call. Please call Daniel Smallwood at 312-212-1301 or contact us by email at dsmallwood@ark-group.com Register to attend before June 30th to receive your 15% Early-Bird Discount! We hope to see in New York this fall!

Registration Form

Competitive Intelligence in the Modern Law Firm 2018 (NY)

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Venue and Accommodations

This year’s conference is taking place at the Princeton Club—New York, located at 15 West 43rd Street, New York NY 10036. If you require overnight accommodations for this conference, please see the list of nearby hotels on the next page. For other logistics-related inquiries, please contact Daniel Smallwood at dsmallwood@ark-group.com or by telephone at 312 212 1301.

Who Will Attend This Forum

Competitive Intelligence in the Modern Law Firm is developed for those interested in expanding their knowledge base of CI in various roles and functions, including but not limited to: managing partners, practice group leaders, directors of marketing and business development, directors of library services, client, professional, and practice support thought-leaders, knowledge management professionals, information resources, records management and anyone else involved in coordinating or leveraging resources within these firm functions—including attorneys.

Ark Group does have a financial aid policy to provide CLE programs for certain qualifying attorneys who are unable to attend due to cost considerations. For further information please contact Peter Franken pfranken@ark-group.com or 312-212-1301.

Registration/Admission (law firms) $895 Admission for Vendors/Solution Providers $1295 EARLY-BIRD DISCOUNT: I am registering before June 30th and

would like to claim my 15% early bird discount! ($760.75)

**For Team Discounts please call Daniel Smallwood at 312 212 1301**

Please note: payment must be received in full prior to the event to guarantee your place

Registration Conditions:

- Substitute registrants from the same organization will be honored. - All cancellation and refund requests must be submitted in writing via fax (704-341-2641) or e-mail (confirm@frallc.com) - If we receive your request to cancel 30 days or more prior to the conference start date, your registration fees will be refunded minus a $350 administrative fee. - If we receive your request to cancel between 29 days and the first day of the conference you will receive a credit for the amount of the original registration fee, less a $350 administrative fee. - Credit vouchers are valid for 12 months from the date of issue and can be used either by the person named on the voucher or a colleague from the same company. Vouchers issued can only be redeemed once and have no residual value. - No refunds or credits will be granted for cancellations received after a conference begins or for no-shows.

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Sponsorship Opportunities

If you are interested in learning about any sponsorship opportunities for this event, or any others, please contact Kevin Klein for more details at kklein@ark-group.com or by phone at 312-212-1302

A R K G R O U P U S A Organization

Competitive Intelligence in the Modern Law Firm

The Princeton Club of New York 15 West 43rd Street New York NY 10036 #212-596-1200 http://www.princetonclub.com

THIS CONFERENCE WILL BE HELD AT: September 27, 2018— New York, NY

Sofitel New York 45 W 44th St New York, NY 10036 #212-354-8844 http://www.sofitel.com/gb/hotel-2185-sofitel-new-york/index.shtml

Royalton New York 44 West 44th St New York, NY 10036 #212-869-4400 https://www.morganshotelgroup.com/originals/originals-royalton-new-york

The Algonquin Hotel, Times Square 59 W 44th St New York, NY 10036 #212-840–6800 http://www.marriott.com/hotels/travel/nycak-the-algonquin-hotel-times-square-autograph-collection/

Club Quarters Hotel, Midtown 40 West 45th St New York, NY 10036 #203-905-2100 https://clubquartershotels.com/locations/club-quarters-hotel-midtown-new-york-city

Cassa Hotel 45th Street 70 West 45th St New York, NY 10036 #212-302-8700 http://www.viceroyhotelsandresorts.com/en/cassa#1lm2kq

If you require overnight accommodations for this conference please contact any of the following nearby hotels to check their best available rate over the conference time frame. Please note that ARK GROUP has not negotiated rates with any of these hotels.

Standing nine stories tall in the heart of midtown Manhattan, The Princeton Club of New York (PCNY) boasts two restaurants, a fitness center, library and business center, as well as over 9,000 square feet of unique private meeting and event space.

The Princeton Club of New York 15 West 43rd Street New York NY 10036

#212-596-1200 http://www.princetonclub.com