Hosted by LAWIN Roundtable Agenda

Hosted by LAWIN
Roundtable Agenda
Wednesday, May 21st
6:00 p.m. – 7:30 p.m.
Networking and Welcome Reception
Meet at the offices of LAWIN located at 15 Elizabetes Street, Riga
7:30 p.m. – 7:45 p.m.
Depart firm to walk to restaurant
7:45 p.m. – 10:00 p.m.
Dinner at Vincents,19 Elizabetes Street, Riga
Vincents is considered to be the one of the best restaurants in the Baltics
www.restorans.lv/en/
10:00 p.m.
Depart restaurant and return to hotel
Thursday, May 22nd
8:30 a.m. – 9:00 a.m.
Roundtable Registration Opens
Meet at the Glass Hall of the Hotel Bergs located at 83/85 Elizabetes
street, Riga
Breakfast
Breakfast will be served at the Glass Hall of the Hotel Bergs beginning at
8:30 am.
9:00 a.m. – 9:45 a.m.
Self-Introductions
Please take a couple of minutes to introduce yourself and your firm. Begin
with your name, title, firm name and jurisdiction for which your firm is the
Lex Mundi member. Describe your firm, your background and your role at
the firm. Also, describe the organization of the marketing and business
development function at your firm including, the number of people, (lawyers
or professionals, marketing and/or business development).
To view all Lex Mundi events visit www.lexmundi.com/events.
9:45 a.m. – 10:30 a.m.
Lex Mundi Update
Presented by: Carl Anduri, President, Lex Mundi, Kathleen Pope-Sance,
Director of Marketing and Communications, Lex Mundi and Eric Staal,
Director of Business Development, Lex Mundi
10:30 a.m. – 11:15 a.m.
Marketing Metrics to Demonstrate Return on Investment
Moderated by: Mark Howe, Director of Client Relations, Thompson
Dorfman Sweatman LLP (Canada, Manitoba)
What does your marketing and business development measurements
program look like? If you don’t have one, you should consider making it a
priority.
Mark will review the process that TDS went through to develop and
communicate their marketing measurements program, including
overcoming implementation challenges. Financial and non-financial metrics
will be discussed including: Retention of Top Clients; Cross-Marketing,
Number of New Clients, Sources of New Clients, Lawyer Relationship
Activities, and Business Development Success Stories (Case Studies).
Mark will close the session outlining the benefits of having a
measurements program including: Showing/proving value, getting buy-in,
refining your marketing strategy (effectiveness) and helping to dispel
myths.
11:15 a.m. – 11:30 a.m.
Break
11:30 a.m. – 12:15 p.m.
Best Practices in Pitching/Tendering
Moderated by: David Sanders, Director of Marketing, Maclay Murray &
Spens LLP (Scotland)
How are firms managing pitches? How are they resourcing pitching? How
are they filtering RFPs? How much boilerplate material are they using in
their pitches?
12:15 p.m. – 1:00 p.m.
Lex Mundi Joint Pitch for a Multijurisdictional RFP
Moderated by: Eric Staal, Director of Business Development, Lex Mundi
David Sanders and Director of Marketing, Maclay Murray & Spens LLP
(Scotland)
This program will present a debriefing on the recent Lex Mundi joint pitch
for IATA in which 47 member firms were involved. While we didn’t win the
RFP it was a good first step for learning how to pitch together. During the
program we will discuss what to do to improve the process and our
success rate and how can we pitch for more multijurisdictional work.
1:00 p.m. – 2:00 p.m.
Lunch
2:00 p.m. – 2:45 p.m.
Social Media – How Firms are Using Social Media Today
Moderated by: Steve Bell, Chief Client Development Officer, Womble
Carlyle Sandridge & Rice, LLP (USA, North Carolina)
To view all Lex Mundi events visit www.lexmundi.com/events.
Current best practices of law firms that are leaders in utilizing social media.
Underutilized capabilities of current social media channels, and other tricks
of the trade. Blue-sky ideas about how social media will unfold over the
next 3-5 years, and how law firms can optimize the business development
potential of these developments
2:45 p.m. – 3:30 p.m.
CSR Initiatives and Pro Bono Programs – Do They Pay Off?
Moderated by: Anna Rasin, Head of Marketing and Communication,
Advokatfirman Vinge KB (Sweden)
Do our clients value CSR initiatives and pro bono programs and, if so, how
does it show? How should you measure it? How do you create PR around
the initiatives you support? Or is it so that it is mostly beneficial for
employer branding purposes? In a roundtable discussion format, let’s focus
on CSR and pro bono programs and share success stories and challenges
around this topic.
3:30 p.m. – 3:45 p.m.
Break
3:45 p.m. – 6:00 p.m.
Lex Mundi Member Firm Marketing and Business Development
Synergies Working Session
Moderated by: Eric Staal, Director of Business Development, Lex Mundi
and Kathleen Pope-Sance, Director of Marketing and Communications,
Lex Mundi
Through an interactive discussion among all firms in attendance, member
firms will learn about current and planned Lex Mundi Sales and Marketing
initiatives and the initiatives of their peers, in order to identify potential
ways in which firms can benefit from each other’s initiatives. Each firm will
be asked to speak for 5-10 minutes about their current plans and areas of
focus, where appropriate, going into detail about any key sales and
marketing initiatives. Member firms are encouraged to work together to
cross-promote activities. From the exchanges members could take away
concrete opportunities to work together that may not be otherwise
identified.
7:30 p.m.
Dinner at Biblioteka Nr 1, 2 Terbatas Street, Riga
http://restoransbiblioteka.lv/en
Friday, May 23rd
8:30 a.m. – 9:00 a.m.
Breakfast
Breakfast will be served at the Glass Hall of the Hotel Bergs beginning at
8:30 a.m.
To view all Lex Mundi events visit www.lexmundi.com/events.
9:00 a.m. – 9:45 a.m.
Moving Up to A Seat at the Table
Moderated by: Rachel Hussey, Partner, Head of Business Development
and Marketing, Arthur Cox (Ireland and Northern Ireland) and Steven
Ongenaet, Business Development Director, Liedekerke Wolters
Waelbroeck Kirkpatrick (Belgium).
During this moderated discussion we will exchange ideas about what
needs to be done to elevate the Marketing /BD function in order to have a
seat at the management table. How can marketing and business
development professionals be seen as more strategic to the firm? How do
you market your role and your department internally to get partner buy-in
and support? How do you present metrics to show progress and results?
Additionally, we will discuss approaches for dealing with the sometimes
very unique cultures within law firms that can pose obstacles to
Marketing/BD professionals for getting things done. We’ll talk about how
we can navigate the challenges inherent to law firm culture in order to
influence change and steer initiatives through enhancing communications,
facilitating work streams and mentoring.
9:45 a.m. – 10:45 a.m.
Client Program
Speaker: Ms.Tove Cederborg, General Counsel/Head of Legal Affairs,
Lantmännen
Ms. Cederborg will talk about the “do’s and don’ts “of law firm marketing
and business development activities from the client’s perspective and
answer questions from roundtable participants.
Lantmännen is one of the Nordic area’s largest groups within food, energy,
machinery and agriculture. The group, owned by 33,500 Swedish farmers,
operates in 22 countries and has a turnover of SEK 36.5 billion. More at:
http://www.lantmannen.com.
10:45 a.m. – 11:00 a.m.
Break
11:00 a.m. – 12:00 p.m.
Evaluating and Responding to Paid-For Publishing Opportunities
Speakers: Julija Pilutina, Head of Marketing, LAWIN (Latvia), and Benoît
Egée, Director Marketing, Communication & Business Development,
Arendt & Medernach (Luxembourg)
There is a never-ending and increasing stream of publishing opportunities
that demand our attention and marketing budgets for legal directories,
special reports, legal awards, multi-jurisdictional practice guides, etc. Not
only is there a proliferation of offerings, but, more and more frequently our
partners are being targeted directly by salespersons, many of whom use
high pressure approaches to increase the sense of urgency. This
discussion will focus on how we can manage and analyze the many
offerings and make informed decisions on those to pursue. We will also
talk about the need and possible ways to compile information on
publishers and their offerings that can minimize the time we spend
responding to partner queries and that can validate our decisions when we
need to say “no.”
To view all Lex Mundi events visit www.lexmundi.com/events.
12:00 p.m. – 12:45 p.m.
Strategy for Breakfast: Why Marketing Needs to Deal with Corporate
Culture
Moderated by: Steven Ongenaet, Business Development Director,
Liedekerke Wolters Waelbroeck Kirkpatrick (Belgium)
Successful firms are usually good at cultivating a strong and effective
corporate culture. As marketers, we have role to play in shaping that
culture and translating it into an identity and a market reputation. Aligning
marketing and business development strategies with the culture of a firm is
essential to develop a unique value proposition and differentiate oneself
from its competitors.
12:45 p.m. – 1:30 p.m.
Program Recap & Evaluation
1:30 p.m. – 2:30 p.m.
Lunch and Networking
2:30 p.m.
Closing Remarks
Optional:
5:00 p.m. – 7:30 p.m.
Special Riga City Tour for the roundtable participants, sponsored by
LAWIN (with the English-speaking guide.)
To view all Lex Mundi events visit www.lexmundi.com/events.

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