The 18Th AnnuAl

l Aw firm mArkeTing PArTner fOrum 2011DRIvINg INNOvATION IN A TRANSFORMINg LEgAL MARkETPLACEDON’T MIss THese TOPICs• Creating innovative customer experiences

• Building stronger, value based client relationships

• Balancing brand, service and price

• RFPs and procurement: What firms are doing right

• Building the next generation of key client teams

• Industry-focused sales and marketing: Strategies for success

• Connecting buyers and sellers in a new world: Social and electronic media

• Negotiating for win/win: Key secrets of the best tactial negotiators

• Improving profit through improving processes: Legal rework defined

CONFeReNCe sPeCIALConference Registration includes 2 night’s room and taxat the host hotel!* (A $600 value!)

The Hildebrandt Institute and west Legaledcenter present

JANuARy 19-21, 2011Intercontinental hotel Scottsdale, Arizona

DriVe innOVATiOn, creATe clienT VAlue, AnD DeliVer reSulTSThe Forum continues to be the premier event for marketing partners, managing partners, in house counsel and senior-level marketing and business development professionals who want to sharpen their knowledge about the emerging trends and forces shaping the legal business and the impact on law firm business development client service and client relations.

eveNT CHAIRssally Fiona King, global chief Operating Officer, Snr DentonLon Povich, general counsel, BJs wholesale clubRobert Tomaso, marketing Partner, husch Blackwell Sanders llP ADvIsORy BOARDN. Cornell Boggs, III, chief responsibility and ethics Officer, millercoors llc Joe Calve, chief marketing Officer, morrison & foerster silvia L. Coulter, managing Director, client growth Practice, hildebrandt Baker robbinsMark T. Greene, Ph.D., consultant Alison Jeffrey, chief client relations/marketing Officer, Blake, cassels & graydon llPAndrew B. serwin, Partner, foley & lardner llPDoug sorocco, marketing Partner, Dunlap codding, Pc

FeATuReD sPeAKeRsMichael Allen, Director of legal Operations, clear channel communications Bruce Alltop, chief marketing Officer, holland & knight, llPJoseph Altonji, managing Director, law firm Strategy and Structure group, hildebrandt Baker robbinsDr. James R. Bailey, Tucker Professorial fellow of leadership and Director of executive Development Programs, The george washington School of Business

FeATuReD sPeAKeRs (CONT.)Babak Barin, Partner, Bcf llPRose Battaglia, global cOO for legal and compliance, Deutsche Bank AgGayatri Bhalla, Principal, interactive marketing, greenfield Belser ltd.Aidan F. Browne, Partner, Sullivan & worcester llPJoe Calve, chief marketing Officer, morrison & foersterDavid Cambria, Director of Operations, law Department, AOnDavid Chaikof, Partner, Torys llPTricia Conahan, chief marketing Officer, grant Thornton llPTimothy B. Corcoran, Vice President, client Development, hubbard One Mark D. Cowan, Business Development Partner, Patton Boggs llPDarryl Cross, Vice President, client Development, lexis nexisMelissa Croteau, chief marketing Officer, nixon Peabody llPBeth M. Cuzzone, Director, Business Development, goulston & StorrsBarb Dawson, Partner, Snell & wilmer llPNishan Desilva, Director of Operations and iT, microsoftBetsy Donovan, chief marketing Officer, Shearman & Sterling llPMike Duffy, Director of client Services, king & Spalding llPPatrick Fuller, managing Account Director, hubbard OneAnn Lee Gibson, Principal, Ann Lee gibson ConsultingBrock w. Gibson, Q.C., chair, Blake, cassels & graydon llPClaudia Gilman, immediate Past Vice President, Secretary and general counsel international, Boston ScientificMark T. Greene, Ph.D.Hans Haglund, Director of Business Development and Sales, Paul, hastings, Janofsky & walker llPAlice Grey Harrison, marketing communications manager, Dixon hughes PllcDoug Hoover, Director, client Development & growth, Bowman and Brooke llPAlison Jeffrey, chief client relations/marketing Officer, Blake, cassels & graydon llPMeirion Jones, Director of clients & markets, reed Smith llPM.w. “whit” McIsaac, President & ceO, client Profiles, inc.Kevin McMurdo, chief marketing Officer, Perkins coie llPJill Nelson, lexis nexis Timothy O’Neill, Partner, Snell & wilmer llPJames Pagliaro, Partner, morgan, lewis & Bockius llPsteven R. Petrie, Director of Practice Operations & Strategy, faegre & Benson llPTim Plews, Partner, clifford chance llPseth Rodner, executive Vice President and general counsel, medicis corporationLisa Rohrer, Ph.D., Director of research, hildebrandt Baker robbinsMargaret K. seif, Vice President, general counsel and Secretary, Analog Devices, inc.Douglas J. sorocco, Director and Shareholder, Dunlop codding, PcCarolee swallie, chief Business Development Officer, Brinks hofer gilson & lioneAnn wessberg, Senior counsel, Trademarks, Target corporation

18THANNUAL MARKETING

PARTNERFORUM2011

KeyNOTe BRuCe TeMKIN, MANAGING PARTNeR, THe TeMKIN GROuPBruce is widely viewed as a leading expert in how large organizations build differentiation with customer experience. he is the author of the blog Customer Experience Matters which is one of the most popular blogs on customer experience. he regularly posts insights on topics such as customer experience, branding, and leadership. During his 12 years with Forrester Research, Bruce authored several of Forrester’s most popular research reports, including: “The Customer Experience Value Chain,” “Experience-Based Differentiation,” and “The Customer Experience Journey.”

The 18Th AnnuAl

l Aw firm mArkeTing PArTner fOrum 2011DRIvINg INNOvATION IN A TRANSFORMINg LEgAL MARkETPLACEDON’T MIss THese TOPICs• Creating innovative customer experiences

• Building stronger, value based client relationships

• Balancing brand, service and price

• RFPs and procurement: What firms are doing right

• Building the next generation of key client teams

• Industry-focused sales and marketing: Strategies for success

• Connecting buyers and sellers in a new world: Social and electronic media

• Negotiating for win/win: Key secrets of the best tactial negotiators

• Improving profit through improving processes: Legal rework defined

CONFeReNCe sPeCIALConference Registration includes 2 night’s room and taxat the host hotel!* (A $600 value!)

The Hildebrandt Institute and west Legaledcenter present

JANuARy 19-21, 2011Intercontinental hotel Scottsdale, Arizona

DriVe innOVATiOn, creATe clienT VAlue, AnD DeliVer reSulTSThe Forum continues to be the premier event for marketing partners, managing partners, in house counsel and senior-level marketing and business development professionals who want to sharpen their knowledge about the emerging trends and forces shaping the legal business and the impact on law firm business development client service and client relations.

eveNT CHAIRssally Fiona King, global chief Operating Officer, Snr DentonLon Povich, general counsel, BJs wholesale clubRobert Tomaso, marketing Partner, husch Blackwell Sanders llP ADvIsORy BOARDN. Cornell Boggs, III, chief responsibility and ethics Officer, millercoors llc Joe Calve, chief marketing Officer, morrison & foerster silvia L. Coulter, managing Director, client growth Practice, hildebrandt Baker robbinsMark T. Greene, Ph.D., consultant Alison Jeffrey, chief client relations/marketing Officer, Blake, cassels & graydon llPAndrew B. serwin, Partner, foley & lardner llPDoug sorocco, marketing Partner, Dunlap codding, Pc

FeATuReD sPeAKeRsMichael Allen, Director of legal Operations, clear channel communications Bruce Alltop, chief marketing Officer, holland & knight, llPJoseph Altonji, managing Director, law firm Strategy and Structure group, hildebrandt Baker robbinsDr. James R. Bailey, Tucker Professorial fellow of leadership and Director of executive Development Programs, The george washington School of Business

FeATuReD sPeAKeRs (CONT.)Babak Barin, Partner, Bcf llPRose Battaglia, global cOO for legal and compliance, Deutsche Bank AgGayatri Bhalla, Principal, interactive marketing, greenfield Belser ltd.Aidan F. Browne, Partner, Sullivan & worcester llPJoe Calve, chief marketing Officer, morrison & foersterDavid Cambria, Director of Operations, law Department, AOnDavid Chaikof, Partner, Torys llPTricia Conahan, chief marketing Officer, grant Thornton llPTimothy B. Corcoran, Vice President, client Development, hubbard One Mark D. Cowan, Business Development Partner, Patton Boggs llPDarryl Cross, Vice President, client Development, lexis nexisMelissa Croteau, chief marketing Officer, nixon Peabody llPBeth M. Cuzzone, Director, Business Development, goulston & StorrsBarb Dawson, Partner, Snell & wilmer llPNishan Desilva, Director of Operations and iT, microsoftBetsy Donovan, chief marketing Officer, Shearman & Sterling llPMike Duffy, Director of client Services, king & Spalding llPPatrick Fuller, managing Account Director, hubbard OneAnn Lee Gibson, Principal, Ann Lee gibson ConsultingBrock w. Gibson, Q.C., chair, Blake, cassels & graydon llPClaudia Gilman, immediate Past Vice President, Secretary and general counsel international, Boston ScientificMark T. Greene, Ph.D.Hans Haglund, Director of Business Development and Sales, Paul, hastings, Janofsky & walker llPAlice Grey Harrison, marketing communications manager, Dixon hughes PllcDoug Hoover, Director, client Development & growth, Bowman and Brooke llPAlison Jeffrey, chief client relations/marketing Officer, Blake, cassels & graydon llPMeirion Jones, Director of clients & markets, reed Smith llPM.w. “whit” McIsaac, President & ceO, client Profiles, inc.Kevin McMurdo, chief marketing Officer, Perkins coie llPJill Nelson, lexis nexis Timothy O’Neill, Partner, Snell & wilmer llPJames Pagliaro, Partner, morgan, lewis & Bockius llPsteven R. Petrie, Director of Practice Operations & Strategy, faegre & Benson llPTim Plews, Partner, clifford chance llPseth Rodner, executive Vice President and general counsel, medicis corporationLisa Rohrer, Ph.D., Director of research, hildebrandt Baker robbinsMargaret K. seif, Vice President, general counsel and Secretary, Analog Devices, inc.Douglas J. sorocco, Director and Shareholder, Dunlop codding, PcCarolee swallie, chief Business Development Officer, Brinks hofer gilson & lioneAnn wessberg, Senior counsel, Trademarks, Target corporation

18THANNUAL MARKETING

PARTNERFORUM2011

KeyNOTe BRuCe TeMKIN, MANAGING PARTNeR, THe TeMKIN GROuPBruce is widely viewed as a leading expert in how large organizations build differentiation with customer experience. he is the author of the blog Customer Experience Matters which is one of the most popular blogs on customer experience. he regularly posts insights on topics such as customer experience, branding, and leadership. During his 12 years with Forrester Research, Bruce authored several of Forrester’s most popular research reports, including: “The Customer Experience Value Chain,” “Experience-Based Differentiation,” and “The Customer Experience Journey.”

wORKsHOP 1Profitability, Analysis & Pricing: strengthening your skills for Responding to Market DemandsIn the current economic environment, clients are demanding increasing levels of cost predictability and value. As a result, practice groups, industry teams, client teams and administrative departments must find new and innovative ways to execute efficiently and profitably. Two of the country’s top experts on law firm profitability and strategy will discuss current industry trends as well as identify and apply effective analytical methods for addressing the new realty of the market. This three-hour session will incorporate a variety of elements, including presentation, case study, interactive exercise and Q and A.

FACILITATORsJoseph B. Altonji, Managing Director, Hildebrandt Baker Robbins

steven Petrie, Director of Practice Operations and Strategy, Faegre & Benson, LLP

wORKsHOP 2successful Approaches to Influencing and NegotiatingInfluence and negotiation skills are more critical in today’s modern organizational and economic environment than ever before. This is especially so in law firms, where the business of the practice is often of secondary importance because the twin responsibilities of governance and administration are blurred. having positive impact within this authority structure is challenging. You will learn:• The underlying dynamics of social

influence• The role of negotiations as a conflict

resolution and agenda advancement tool

• Your own influence and communication styles as compared to those you have to influence and communicate with

FACILITATORsDr. James R. Bailey, Tucker Professor of Leadership and Chair of the Department of Management at the george Washington University School of Business.

wORKsHOP 3RFPs 2011: understanding How to win the Big Ones in Today’s MarketSince 2007, the volume of legal services RFPs has jumped by 300 percent. The rules for winning have also changed with the rise of new players, new standards and new rules of etiquette. Often the result: More effort yielding less reward. This workshop takes a fresh look at legal RFPs and how firms are handling them, focusing on goals, processes and resources. Using case studies and examples, the faculty will explain how some of the savviest firms are managing RFP volumes; redefining metrics for success; avoiding mistakes; deploying resources; applying competitive intelligence; developing and applying cost-benefit analysis; and winning the RFPs that are right for the firm.

FACILITATORsAnn Lee Gibson, Principal, Ann Lee gibson Consulting

Kevin McMurdo, Chief Marketing Officer, Perkins Coie LLP

Pre-cOnference wOrkShOPSDEvELOPINg YOUR LEADERShIP SkILLS

muST-ATTenD TwO-DAy fOrum

1 - 4 PM

weDNesDAy AGeNDA | JANuARy 19, 2011 (AFTeRNOON ONLy) THuRsDAy AGeNDA | JANuARy 20, 2011

4:30 - 6 PMCMO/CsO, Marketing Partner, and Managing Partner RoundtablesThese intimate, peer-to-peer rountables offer marketing leaders a prime networking opportunity. Exchange ideas and business cards, discuss common problems, and work together to develop solutions.

INDIvIDuAL ROuNDTABLe TOPICs AND FACILITATORs• The New Marketing/Business Development Organization—Creating an Optimal Organizational structure for your Firm Facilitator: Mark T. Greene, Ph.D., Marketing Partner Forum Advisory Board Member

• Internal strategic Relationships: The Role of CKO, CTO, CFO, COO in Marketing and sales Facilitator: Alison Jeffrey, Chief Client Relations/Marketing Officer, Blakes, Cassels & Graydon LLP

• The evolving Role of the CMO/CsO: Building Bridges with Firm Management; Closing Gaps Between the Partnership and the Department Facilitator: Beth Cuzzone, Director of Business Devlopment, Goulston & Storrs Co-Facilitator: Jill Nelson, Senior Consultant, Redwood Analytics

• The evolving Role of the Marketing/sales Partner Facilitator: Doug sorocco, Marketing Partner, Dunlap Codding, PC

• Impacting Firm strategy, Profitability and Opportunity through Competitive Intelligence Facilitator: Patrick Fuller, Managing Account Director, hubbard One

6 - 7:30 PMOpening Reception

8:45 - 9 AMOpening Remarks by Chairs

CO-CHAIRssally Fiona King, global Chief Operating Officer, SNR DentonLon Povich, General Counsel, BJs Wholesale ClubRobert Tomaso, Marketing Partner, Husch Blackwell Sanders LLP

9 - 9:45 AM2011 HBR Marketing and Business Development survey:what Firms Are Doing NowMarketing and business development departments play a key role in helping their firms define and communicate competitive advantage; yet many firms struggle with how to organize these departments and pursue market differentiation effectively. The Hildebrandt Baker Robbins Marketing and Business Development Survey addressed these issues head-on by providing data from large law firms on marketing and business development department organizations and responsibilities, client teams, creating competitive advantage and using social media.

sPeAKeR silvia Coulter, Managing Director, Client growth Practice, Hildebrandt Baker Robbins Lisa Rohrer, Ph.D., Director of Research, Hildebrandt Baker Robbins

9:45 - 10:45 AMGeneral session and Opening Keynote: Creating Innovative Customer experiencesDiscover what it takes to create an innovative customer experience from Bruce J. Temkin, widely viewed as a leading expert on how organizations build differentiation with custon mer experience and author of the blog Customer Experience Matters, one of the most popular blogs on the subject.

sPeAKeR Bruce J. Temkin, Principal, The Temkin group

10:45 - 11 AMBreak

11 AM - 12:15 PMCorporate Counsel Panel: Client Driven Innovation: understanding what Corporate Counsel expect in service and Customer experience Now

Can law firms create and deliver customer experiences? You bet. Our panel of clients and experts will have a lively, interactive discussion on the ideas and principles presented during the opening keynote, including how some law firms are creating customer experiences to differentiate themselves from their competitors.

sPeAKeRsLon Povich, General Counsel, BJs Wholesale Clubseth Rodner, Executive vice President and general Counsel, Medicis CorporationMargaret K. seif, vice President, general Counsel and Secretary, Analog Devices, Inc.

12:15 - 1:30 PMLunch and Networking

1:30 - 3 PMGeneral session: Innovative Approaches to value: How Clients and Firms Can work Together to Foster a stronger Relationship Based on valueThe pressure on clients to reduce costs has not diminished. how can law firms compete and win business, striking a balance between the needs of in-house counsel and the law firm’s need to preserve profit margins? Through interactive case studies, our panel will discuss a simple, proven approach to providing demonstrable value to clients, while maintaining margin for the firm, regardless of the fee structure that is in place for a particular client.

sPeAKeRsRose Battaglia, the global COO for Legal and Compliance, Deutsche Bank AGDavid Cambria, Director of Operations, Law Department, AonNishan Desilva, Director of Operations and IT, Microsoftsally Fiona King, global Chief Operating Officer, SNR DentonTim Plews, Partner, Clifford Chance LLP, Dubai and Riyadh

3 - 3:30 PMBreak

ReGIsTeR TODAy1.800.308.1700 westlegaledcenter.com

*18THANNUAL MARKETING

PARTNERFORUM2011

18THANNUAL MARKETING

PARTNERFORUM2011

wORKsHOP 1Profitability, Analysis & Pricing: strengthening your skills for Responding to Market DemandsIn the current economic environment, clients are demanding increasing levels of cost predictability and value. As a result, practice groups, industry teams, client teams and administrative departments must find new and innovative ways to execute efficiently and profitably. Two of the country’s top experts on law firm profitability and strategy will discuss current industry trends as well as identify and apply effective analytical methods for addressing the new realty of the market. This three-hour session will incorporate a variety of elements, including presentation, case study, interactive exercise and Q and A.

FACILITATORsJoseph B. Altonji, Managing Director, Hildebrandt Baker Robbins

steven Petrie, Director of Practice Operations and Strategy, Faegre & Benson, LLP

wORKsHOP 2successful Approaches to Influencing and NegotiatingInfluence and negotiation skills are more critical in today’s modern organizational and economic environment than ever before. This is especially so in law firms, where the business of the practice is often of secondary importance because the twin responsibilities of governance and administration are blurred. having positive impact within this authority structure is challenging. You will learn:• The underlying dynamics of social

influence• The role of negotiations as a conflict

resolution and agenda advancement tool

• Your own influence and communication styles as compared to those you have to influence and communicate with

FACILITATORsDr. James R. Bailey, Tucker Professor of Leadership and Chair of the Department of Management at the george Washington University School of Business.

wORKsHOP 3RFPs 2011: understanding How to win the Big Ones in Today’s MarketSince 2007, the volume of legal services RFPs has jumped by 300 percent. The rules for winning have also changed with the rise of new players, new standards and new rules of etiquette. Often the result: More effort yielding less reward. This workshop takes a fresh look at legal RFPs and how firms are handling them, focusing on goals, processes and resources. Using case studies and examples, the faculty will explain how some of the savviest firms are managing RFP volumes; redefining metrics for success; avoiding mistakes; deploying resources; applying competitive intelligence; developing and applying cost-benefit analysis; and winning the RFPs that are right for the firm.

FACILITATORsAnn Lee Gibson, Principal, Ann Lee gibson Consulting

Kevin McMurdo, Chief Marketing Officer, Perkins Coie LLP

Pre-cOnference wOrkShOPSDEvELOPINg YOUR LEADERShIP SkILLS

muST-ATTenD TwO-DAy fOrum

1 - 4 PM

weDNesDAy AGeNDA | JANuARy 19, 2011 (AFTeRNOON ONLy) THuRsDAy AGeNDA | JANuARy 20, 2011

4:30 - 6 PMCMO/CsO, Marketing Partner, and Managing Partner RoundtablesThese intimate, peer-to-peer rountables offer marketing leaders a prime networking opportunity. Exchange ideas and business cards, discuss common problems, and work together to develop solutions.

INDIvIDuAL ROuNDTABLe TOPICs AND FACILITATORs• The New Marketing/Business Development Organization—Creating an Optimal Organizational structure for your Firm Facilitator: Mark T. Greene, Ph.D., Marketing Partner Forum Advisory Board Member

• Internal strategic Relationships: The Role of CKO, CTO, CFO, COO in Marketing and sales Facilitator: Alison Jeffrey, Chief Client Relations/Marketing Officer, Blakes, Cassels & Graydon LLP

• The evolving Role of the CMO/CsO: Building Bridges with Firm Management; Closing Gaps Between the Partnership and the Department Facilitator: Beth Cuzzone, Director of Business Devlopment, Goulston & Storrs Co-Facilitator: Jill Nelson, Senior Consultant, Redwood Analytics

• The evolving Role of the Marketing/sales Partner Facilitator: Doug sorocco, Marketing Partner, Dunlap Codding, PC

• Impacting Firm strategy, Profitability and Opportunity through Competitive Intelligence Facilitator: Patrick Fuller, Managing Account Director, hubbard One

6 - 7:30 PMOpening Reception

8:45 - 9 AMOpening Remarks by Chairs

CO-CHAIRssally Fiona King, global Chief Operating Officer, SNR DentonLon Povich, General Counsel, BJs Wholesale ClubRobert Tomaso, Marketing Partner, Husch Blackwell Sanders LLP

9 - 9:45 AM2011 HBR Marketing and Business Development survey:what Firms Are Doing NowMarketing and business development departments play a key role in helping their firms define and communicate competitive advantage; yet many firms struggle with how to organize these departments and pursue market differentiation effectively. The Hildebrandt Baker Robbins Marketing and Business Development Survey addressed these issues head-on by providing data from large law firms on marketing and business development department organizations and responsibilities, client teams, creating competitive advantage and using social media.

sPeAKeR silvia Coulter, Managing Director, Client growth Practice, Hildebrandt Baker Robbins Lisa Rohrer, Ph.D., Director of Research, Hildebrandt Baker Robbins

9:45 - 10:45 AMGeneral session and Opening Keynote: Creating Innovative Customer experiencesDiscover what it takes to create an innovative customer experience from Bruce J. Temkin, widely viewed as a leading expert on how organizations build differentiation with custon mer experience and author of the blog Customer Experience Matters, one of the most popular blogs on the subject.

sPeAKeR Bruce J. Temkin, Principal, The Temkin group

10:45 - 11 AMBreak

11 AM - 12:15 PMCorporate Counsel Panel: Client Driven Innovation: understanding what Corporate Counsel expect in service and Customer experience Now

Can law firms create and deliver customer experiences? You bet. Our panel of clients and experts will have a lively, interactive discussion on the ideas and principles presented during the opening keynote, including how some law firms are creating customer experiences to differentiate themselves from their competitors.

sPeAKeRsLon Povich, General Counsel, BJs Wholesale Clubseth Rodner, Executive vice President and general Counsel, Medicis CorporationMargaret K. seif, vice President, general Counsel and Secretary, Analog Devices, Inc.

12:15 - 1:30 PMLunch and Networking

1:30 - 3 PMGeneral session: Innovative Approaches to value: How Clients and Firms Can work Together to Foster a stronger Relationship Based on valueThe pressure on clients to reduce costs has not diminished. how can law firms compete and win business, striking a balance between the needs of in-house counsel and the law firm’s need to preserve profit margins? Through interactive case studies, our panel will discuss a simple, proven approach to providing demonstrable value to clients, while maintaining margin for the firm, regardless of the fee structure that is in place for a particular client.

sPeAKeRsRose Battaglia, the global COO for Legal and Compliance, Deutsche Bank AGDavid Cambria, Director of Operations, Law Department, AonNishan Desilva, Director of Operations and IT, Microsoftsally Fiona King, global Chief Operating Officer, SNR DentonTim Plews, Partner, Clifford Chance LLP, Dubai and Riyadh

3 - 3:30 PMBreak

ReGIsTeR TODAy1.800.308.1700 westlegaledcenter.com

*18THANNUAL MARKETING

PARTNERFORUM2011

18THANNUAL MARKETING

PARTNERFORUM2011

3:30 - 5 PM

FRIDAy AGeNDA | JANuARy 21, 20118:45 - 9 AMOpening Remarks

9 - 10:15 AMGeneral session: Innovative Branding and Responses to Market DemandClients want change. Many express this desire for change by asking for an alternative fee arrangement. But is that what they really mean? Or are they asking for something else? how does a firm reconcile these requests with its brand and what that brand stands for in the marketplace? The real challenge for firms is to differentiate their services in terms of client value—whether sticking with the billable hour or shifting to AFAs—and aligning their brand accordingly. Join our panel for an open discussion on the issues and how firms are meeting the challenge.

sPeAKeRsJoe Calve, Chief Marketing Officer, Morrison & Foerster LLP, ModeratorTricia Conahan, Chief Marketing Officer, grant Thornton LLPClaudia J. Gilman, Immediate Past vice President, Secretary and General Counsel International, Boston ScientificAnn wessberg, Senior Counsel, Trademarks, Target

10:15 - 10:30 AMBreak

10:30 - 11:30 AMGeneral session: The Changing Personnel Dynamics within Law FirmsAs pressure builds to increase value propositions to clients, the need to effect change to improve effectiveness and breakdown inefficient practices is increasing. Some of those changes include evolving roles of practicing lawyers and other professionals as well as effective succession planning for leadership positions in management and for client teams. The panel will discuss challenges and techniques to implement responsive change in these areas while balancing the needs of clients with the interests of the firm.

sPeAKeRsMichael Allen, Director of Legal Operations, Clear Channel CommunicationsBarb Dawson, Partner, Snell & Wilmer LLPBrock w. Gibson, Q.C., Chair, Blake, Cassels & Graydon LLP, ModeratorJames D. Pagliaro, Managing Partner, Client Relationships, Morgan Lewis & Bockius LLP

BReAKOuT 1Key Client Teams: The Next Generation

Most firms have accomplished goals around key client teams; many have jumped off to a false start while others continue to struggle with unanticipated hurdles. What makes a client team initiative successful and how does a firm keep progress and results on tract with goals? hear how three successful firms are managing the process, making modifications for lessons learned and measuring results.

sPeAKeRsBetsy Donovan, Chief Marketing Officer, Shearman & Sterling LLP

Mike Duffy, Director of Client Services, king & Spalding LLP

Meirion Jones, Director of Clients and Markets, Reed Smith LLP

M.w. “whit” McIsaac, President & CEO, Client Profiles, Inc.

BReAKOuT 2Rainmakers, Marketing and Business Development: Best Practices

Meet rainmakers who are among the biggest business generators at their firms. They will discuss the role Marketing and Business Development plays and potential solutions to any gaps that exist between Rainmakers and the teams who support them. They’ll also discuss the best practices of partners with business development and marketing professionals to help support Rainmakers.

sPeAKeRsBabak Barin, Partner, BCF LLP

Aidan F. Browne, Sales Partner, Sullivan & Worcester LLP

Mark D. Cowan, Marketing Partner, Patton Boggs LLP, Moderator

James D. Pagliaro, Managing Partner, Client Relationships, Morgan Lewis & Bockius LLP

BReAKOuT 3Process Improvement and Project Management: Best Practices for Delivering Consistency and Results

With the ongoing pressure for cost containment and increased value and efficiencies, firms are beginning to embark on a legal work product reengineering process and employing strong project management skills and staff to insure successful outcomes. Some firms and law departments are leading the innovation race. This workshop will discuss the methodologies and the realities of creating new ways of developing legal services, delivering consistency and measuring results.

sPeAKeRsTimothy O’Neill, Litigation Partner, Snell & Wilmer, LLPshawn samuel, Chief Architect, hubbard One

Ann wessberg, Senior Counsel, Trademarks, Target Corporation

1 - 1:30 PMClosing Remarks

1:30 PMBuffet Lunch

PLATINuM

ThAnk yOu, SPOnSOrSABOuT THe eveNT PARTNeR

The hildebrandt Institute, a division of hildebrandt, provides world-class management development programs and interactive workshops to meet the needs of an array of law firms and professional service leaders. hildebrandt is a Thomson Reuters company.

ABOuT west LegaledcenterThe cost-effective source for online and in-person legal training and CLE, West LegalEdcenter keeps attorneys up to date on the law and compliant with state requirements. Find everything you need to manage continuing education and professional development in law firms and legal departments – live conferences and seminars around the nation, more than 7,000 online courses, compliance tracking, learning management, and full integration with in-house training.

11:45 AM - 1 PM

11:30 - 11:45 AMBreak

OTHeR

BReAKOuT 1Industry-Focused sales and Marketing: strategies for success

Industry-focused selling—organizingattorneys by the services they bring toan industry as opposed to by practice group —is an emerging trend in legal marketing. While client-centric, as it focuses on understanding the market needs and dynamics of particular industries, it can pose a difficult go-to market strategy for law firms, since it requires horizontal cross-practice systems and support. This session will present solutions to organizational, financial and productivity reporting, compensation, and other challenges, as well as insights about implementing an industry focused sales and marketing strategy.

sPeAKeRsBruce Alltop, Chief Marketing Officer, holland & knight LLPDavid Chaikof, Partner, Torys LLPTim Corcoran, vice President, Client Development, hubbard OneMelissa Croteau, Chief Marketing Officer, Nixon Peabody LLP

BReAKOuT 2Building, Monitoring and Measuring Internal sales and Coaching Programs

Demand for sales training and coaching is at an all time high. Managing these initiatives successfully, communicating results and quantifying the investment returns over time are keys to assimilating the programming into the firm’s culture. This session will address key elements of a successful training and coaching program and building one, including: building partner support; working with professional development to avoid overlap; creating programs for all attorneys; identifying programs to develop internally, which to develop with an outside partner; monitoring progress; and overseeing prospecting activities and creating a management reporting pipeline.

sPeAKeRsDarryl Cross, vice President, Client Development, Lexis NexisDoug Hoover, Director of Business Development, Bowman and Brooke LLPCarolee swallie, Chief Business Development Officer, Brinks Hofer Gilson & Lione

BReAKOuT 3social and electronic Media 2011: How Firms are using it successfully Now

This workshop is designed to teach participants how firms are using social media, taking a practical, hands-on approach to such issues as how to get started, which channels are best for law firms and how to manage a channel. This discussion will center on how one award winning accounting firm used Facebook, Twitter and YouTube to bring to life its “positively unique” career site branding with an integrated online, social and event marketing campaign.

sPeAKeRsGayatri N. Bhalla, Principal, Interactive Marketing, Greenfield Belser Ltd.Hans Haglund, Director of Business Development and Sales, Paul, hastings, Janofsky & Walker LLPAlice Grey Harrison, Marketing Communications Manager, Dixon hughes PLLCDoug sorocco, Marketing Partner, Dunlap Codding, PC

GOLD

sILveR

6 PM

“Red Carpet” Reception & excellence in Legal Marketing Awards

• Marketing Initiative of the Year• Marketing Professional of the year• Best Use of Technology to Support Marketing EffortsNominate today at www.hubbardone.com/mpf2011/

Reception co-sponsored by

TM

vIRTuAL

3:30 - 5 PM

FRIDAy AGeNDA | JANuARy 21, 20118:45 - 9 AMOpening Remarks

9 - 10:15 AMGeneral session: Innovative Branding and Responses to Market DemandClients want change. Many express this desire for change by asking for an alternative fee arrangement. But is that what they really mean? Or are they asking for something else? how does a firm reconcile these requests with its brand and what that brand stands for in the marketplace? The real challenge for firms is to differentiate their services in terms of client value—whether sticking with the billable hour or shifting to AFAs—and aligning their brand accordingly. Join our panel for an open discussion on the issues and how firms are meeting the challenge.

sPeAKeRsJoe Calve, Chief Marketing Officer, Morrison & Foerster LLP, ModeratorTricia Conahan, Chief Marketing Officer, grant Thornton LLPClaudia J. Gilman, Immediate Past vice President, Secretary and General Counsel International, Boston ScientificAnn wessberg, Senior Counsel, Trademarks, Target

10:15 - 10:30 AMBreak

10:30 - 11:30 AMGeneral session: The Changing Personnel Dynamics within Law FirmsAs pressure builds to increase value propositions to clients, the need to effect change to improve effectiveness and breakdown inefficient practices is increasing. Some of those changes include evolving roles of practicing lawyers and other professionals as well as effective succession planning for leadership positions in management and for client teams. The panel will discuss challenges and techniques to implement responsive change in these areas while balancing the needs of clients with the interests of the firm.

sPeAKeRsMichael Allen, Director of Legal Operations, Clear Channel CommunicationsBarb Dawson, Partner, Snell & Wilmer LLPBrock w. Gibson, Q.C., Chair, Blake, Cassels & Graydon LLP, ModeratorJames D. Pagliaro, Managing Partner, Client Relationships, Morgan Lewis & Bockius LLP

BReAKOuT 1Key Client Teams: The Next Generation

Most firms have accomplished goals around key client teams; many have jumped off to a false start while others continue to struggle with unanticipated hurdles. What makes a client team initiative successful and how does a firm keep progress and results on tract with goals? hear how three successful firms are managing the process, making modifications for lessons learned and measuring results.

sPeAKeRsBetsy Donovan, Chief Marketing Officer, Shearman & Sterling LLP

Mike Duffy, Director of Client Services, king & Spalding LLP

Meirion Jones, Director of Clients and Markets, Reed Smith LLP

M.w. “whit” McIsaac, President & CEO, Client Profiles, Inc.

BReAKOuT 2Rainmakers, Marketing and Business Development: Best Practices

Meet rainmakers who are among the biggest business generators at their firms. They will discuss the role Marketing and Business Development plays and potential solutions to any gaps that exist between Rainmakers and the teams who support them. They’ll also discuss the best practices of partners with business development and marketing professionals to help support Rainmakers.

sPeAKeRsBabak Barin, Partner, BCF LLP

Aidan F. Browne, Sales Partner, Sullivan & Worcester LLP

Mark D. Cowan, Marketing Partner, Patton Boggs LLP, Moderator

James D. Pagliaro, Managing Partner, Client Relationships, Morgan Lewis & Bockius LLP

BReAKOuT 3Process Improvement and Project Management: Best Practices for Delivering Consistency and Results

With the ongoing pressure for cost containment and increased value and efficiencies, firms are beginning to embark on a legal work product reengineering process and employing strong project management skills and staff to insure successful outcomes. Some firms and law departments are leading the innovation race. This workshop will discuss the methodologies and the realities of creating new ways of developing legal services, delivering consistency and measuring results.

sPeAKeRsTimothy O’Neill, Litigation Partner, Snell & Wilmer, LLPshawn samuel, Chief Architect, hubbard One

Ann wessberg, Senior Counsel, Trademarks, Target Corporation

1 - 1:30 PMClosing Remarks

1:30 PMBuffet Lunch

PLATINuM

ThAnk yOu, SPOnSOrSABOuT THe eveNT PARTNeR

The hildebrandt Institute, a division of hildebrandt, provides world-class management development programs and interactive workshops to meet the needs of an array of law firms and professional service leaders. hildebrandt is a Thomson Reuters company.

ABOuT west LegaledcenterThe cost-effective source for online and in-person legal training and CLE, West LegalEdcenter keeps attorneys up to date on the law and compliant with state requirements. Find everything you need to manage continuing education and professional development in law firms and legal departments – live conferences and seminars around the nation, more than 7,000 online courses, compliance tracking, learning management, and full integration with in-house training.

11:45 AM - 1 PM

11:30 - 11:45 AMBreak

OTHeR

BReAKOuT 1Industry-Focused sales and Marketing: strategies for success

Industry-focused selling—organizingattorneys by the services they bring toan industry as opposed to by practice group —is an emerging trend in legal marketing. While client-centric, as it focuses on understanding the market needs and dynamics of particular industries, it can pose a difficult go-to market strategy for law firms, since it requires horizontal cross-practice systems and support. This session will present solutions to organizational, financial and productivity reporting, compensation, and other challenges, as well as insights about implementing an industry focused sales and marketing strategy.

sPeAKeRsBruce Alltop, Chief Marketing Officer, holland & knight LLPDavid Chaikof, Partner, Torys LLPTim Corcoran, vice President, Client Development, hubbard OneMelissa Croteau, Chief Marketing Officer, Nixon Peabody LLP

BReAKOuT 2Building, Monitoring and Measuring Internal sales and Coaching Programs

Demand for sales training and coaching is at an all time high. Managing these initiatives successfully, communicating results and quantifying the investment returns over time are keys to assimilating the programming into the firm’s culture. This session will address key elements of a successful training and coaching program and building one, including: building partner support; working with professional development to avoid overlap; creating programs for all attorneys; identifying programs to develop internally, which to develop with an outside partner; monitoring progress; and overseeing prospecting activities and creating a management reporting pipeline.

sPeAKeRsDarryl Cross, vice President, Client Development, Lexis NexisDoug Hoover, Director of Business Development, Bowman and Brooke LLPCarolee swallie, Chief Business Development Officer, Brinks Hofer Gilson & Lione

BReAKOuT 3social and electronic Media 2011: How Firms are using it successfully Now

This workshop is designed to teach participants how firms are using social media, taking a practical, hands-on approach to such issues as how to get started, which channels are best for law firms and how to manage a channel. This discussion will center on how one award winning accounting firm used Facebook, Twitter and YouTube to bring to life its “positively unique” career site branding with an integrated online, social and event marketing campaign.

sPeAKeRsGayatri N. Bhalla, Principal, Interactive Marketing, Greenfield Belser Ltd.Hans Haglund, Director of Business Development and Sales, Paul, hastings, Janofsky & Walker LLPAlice Grey Harrison, Marketing Communications Manager, Dixon hughes PLLCDoug sorocco, Marketing Partner, Dunlap Codding, PC

GOLD

sILveR

6 PM

“Red Carpet” Reception & excellence in Legal Marketing Awards

• Marketing Initiative of the Year• Marketing Professional of the year• Best Use of Technology to Support Marketing EffortsNominate today at www.hubbardone.com/mpf2011/

Reception co-sponsored by

TM

vIRTuAL

SPECIAL OfferConference Registration includes 2 night’s room and tax at the host hotel!*

*You will need to make your own reservation with a credit card. Two nights room, tax charges and associated fees will be placed directly on the West LegalEdcenter group account after your reservation has been confirmed. If you have any questions about this, please contact eric.peterson@thomsonreuters.com.

PROGRAM LOCATIONINTeRCONTINeNTAL HOTeL4949 East Lincoln DriveScottsdale, Arizona 85253

FOR HOTeL ReseRvATIONs, CALL 1.888.627.3010

ROOM ReseRvATIONFor guest room reservations at the conference special, please call 1-888-627-3010 and reference the “2011 Marketing Partner Forum” prior to the cut-off date of December 19, 2010. Rooms are subject to availability.

GROuP DIsCOuNTFor guest room reservations at the group rate of $255/night plus taxes, please call 1-888-627-3010 and reference the “2011 Marketing Partner Forum” prior to the cut-off date of December 19, 2010. Rooms are subject to availability.

ReGIsTRATIONThe registration fee includes the conference, 2 nights’ room and tax at hotel during the conference, your choice of pre-conference workshop, luncheons, receptions, and all course materials. Tax is not included. All payments must be received prior to the start of the conference.

$2,295

NON-LAw FIRM CONFeReNCe ReGIsTRATION Non-law firm and non-corporate law department. Registration includes conference, 2 night stay at hotel during the conference, your choice of pre-conference workshops, luncheons, receptions, and all course materials. Tax is not included. All payments must be received prior to the start of the conference.

$5,000

CANCeLLATIONs AND CHANGes No cancellations permitted less than two weeks prior to the start of the conference. seminars are held subject to enrollment. Dates, venue, and program details are based on information available upon publication of the brochure, and may be subject to change. In the event of a conference cancellation, west Legaledcenter will make a full refund of any registration fees paid but assumes no liability for non-refundable transportation costs, hotel accommodations, or additional costs incurred by registrants.

Complimentary copies of west books may be provided at this event. Registering for this event authorizes west, a Thomson Reuters business, to automatically ship you updates of the title(s) as they are published. west will bill you separately for the cost of these updates, plus shipment costs and tax. Prices are subject to change without notice. with this registration, you agree to the terms of the standard west sales agreement; a copy is available on request.

west Legaledcenter has the right to refuse any registration at its own discretion.

NO TAPe ReCORDING PeRMITTeD.

wesT610 Opperman DriveEagan, MN 55123

First name and Last name 0000 Street addressCity, State and Zip

© 2010 Thomson Reuters 08-10

The 18Th AnnuAl lAw firm mArkeTing PArTner fOrum 2011DRIvINg INNOvATION IN A TRANSFORMINg LEgAL MARkETPLACE

DON’T MISS ThESE TOPICS:• Creating innovative customer experiences • Building stronger, value based client relationships • RFPs and procurement: what firms are doing right • Industry-focused sales and marketing: Strategies for success • Connecting buyers and sellers in a new world: Social and

electronic media • Hear from industry thought leaders

CONFeReNCe sPeCIALConference Registration includes 2 night’s room and tax at the host hotel!* (A $600 value!)

ReGIsTeR TODAy1.800.308.1700 westlegaledcenter.com

*

The Hildebrandt Institute and west Legaledcenter present

ReGIsTeR TODAy1.800.308.1700 westlegaledcenter.com

*

reSerVe yOur SPOT nOw

Photo courtesy of Intercontinental hotel

PreSOrTeDSTAnDArD

u.S. POSTAge

PAIDweST

18THANNUAL MARKETING

PARTNERFORUM2011

18THANNUAL MARKETING

PARTNERFORUM2011

(A $600 value!)

SPECIAL OfferConference Registration includes 2 night’s room and tax at the host hotel!*

*You will need to make your own reservation with a credit card. Two nights room, tax charges and associated fees will be placed directly on the West LegalEdcenter group account after your reservation has been confirmed. If you have any questions about this, please contact eric.peterson@thomsonreuters.com.

PROGRAM LOCATIONINTeRCONTINeNTAL HOTeL4949 East Lincoln DriveScottsdale, Arizona 85253

FOR HOTeL ReseRvATIONs, CALL 1.888.627.3010

ROOM ReseRvATIONFor guest room reservations at the conference special, please call 1-888-627-3010 and reference the “2011 Marketing Partner Forum” prior to the cut-off date of December 19, 2010. Rooms are subject to availability.

GROuP DIsCOuNTFor guest room reservations at the group rate of $255/night plus taxes, please call 1-888-627-3010 and reference the “2011 Marketing Partner Forum” prior to the cut-off date of December 19, 2010. Rooms are subject to availability.

ReGIsTRATIONThe registration fee includes the conference, 2 nights’ room and tax at hotel during the conference, your choice of pre-conference workshop, luncheons, receptions, and all course materials. Tax is not included. All payments must be received prior to the start of the conference.

$2,295

NON-LAw FIRM CONFeReNCe ReGIsTRATION Non-law firm and non-corporate law department. Registration includes conference, 2 night stay at hotel during the conference, your choice of pre-conference workshops, luncheons, receptions, and all course materials. Tax is not included. All payments must be received prior to the start of the conference.

$5,000

CANCeLLATIONs AND CHANGes No cancellations permitted less than two weeks prior to the start of the conference. seminars are held subject to enrollment. Dates, venue, and program details are based on information available upon publication of the brochure, and may be subject to change. In the event of a conference cancellation, west Legaledcenter will make a full refund of any registration fees paid but assumes no liability for non-refundable transportation costs, hotel accommodations, or additional costs incurred by registrants.

Complimentary copies of west books may be provided at this event. Registering for this event authorizes west, a Thomson Reuters business, to automatically ship you updates of the title(s) as they are published. west will bill you separately for the cost of these updates, plus shipment costs and tax. Prices are subject to change without notice. with this registration, you agree to the terms of the standard west sales agreement; a copy is available on request.

west Legaledcenter has the right to refuse any registration at its own discretion.

NO TAPe ReCORDING PeRMITTeD.

wesT610 Opperman DriveEagan, MN 55123

First name and Last name 0000 Street addressCity, State and Zip

© 2010 Thomson Reuters 08-10

The 18Th AnnuAl lAw firm mArkeTing PArTner fOrum 2011DRIvINg INNOvATION IN A TRANSFORMINg LEgAL MARkETPLACE

DON’T MISS ThESE TOPICS:• Creating innovative customer experiences • Building stronger, value based client relationships • RFPs and procurement: what firms are doing right • Industry-focused sales and marketing: Strategies for success • Connecting buyers and sellers in a new world: Social and

electronic media • Hear from industry thought leaders

CONFeReNCe sPeCIALConference Registration includes 2 night’s room and tax at the host hotel!* (A $600 value!)

ReGIsTeR TODAy1.800.308.1700 westlegaledcenter.com

*

The Hildebrandt Institute and west Legaledcenter present

ReGIsTeR TODAy1.800.308.1700 westlegaledcenter.com

*

reSerVe yOur SPOT nOw

Photo courtesy of Intercontinental hotel

PreSOrTeDSTAnDArD

u.S. POSTAge

PAIDweST

18THANNUAL MARKETING

PARTNERFORUM2011

18THANNUAL MARKETING

PARTNERFORUM2011

(A $600 value!)