Podcast: Becoming A Different Kind of Chief Marketing Officer

A key member of Lowenstein Sandler’s management team in the New York office, Greg Fleischmann leads the firm’s business development, marketing and communications functions. His responsibilities include practice growth, client development, brand strategy and communications.

Before joining the firm, Greg served as global marketing director for Baker McKenzie, where he led a global marketing and business development team responsible for growing revenue across the firm’s 12 practice groups. Prior to that, he served as national industry marketing and business development leader for Deloitte’s U.S. Life Sciences & Health Care Industry practice.

Fluent in Japanese, Greg spent several years as a news reporter for Japanese television and hosted a live talk show on Japanese radio. He received his Bachelor’s degree from Connecticut College and his M.B.A. from Columbia University.

What you’ll learn in this episode:

  • How to build credibility in your career as a legal marketing professional without having a background as a lawyer.
  • How to approach your lawyers and get them on board with marketing by delivering value to their practice.
  • How lawyers can build relationships with prospective clients to generate new business.
  • Why many law firms lack a command-and-control structure and how it can be addressed.
  • Why it’s more difficult to convince law firm leaders to market the firm during stable economic times and how to overcome this.

Ways to contact Greg:

Podcast: The Future of Law Firm Marketing & Business Development

Beth Cuzzone is the Chief Business Growth Officer for Goulston & Storrs in the firm’s Boston office. She has more than 25 years of legal marketing and sales experience, and is known for her first-to-market initiatives. In addition to her role at Goulston & Storrs, an AmLaw 200 firm, Beth is the co-founder of the Legal Sales and Service Organization (LSSO). LSSO delivers the education and resources that lawyers and those who work with them need to improve their sales and client service skills.

What you’ll learn in this episode:

  • What surprising results LSSO found in a survey of law firm marketing professionals.
  • Why marketing and business development/sales teams are converging within many law firms, and why this trend is set to continue.
  • How the merger of marketing and business development is empowering content selling to drive client acquisition.
  • Why product knowledge and understanding your firm’s pressure points are critical for fulfilling your role in marketing.

Ways to contact Beth:

Podcast: Creating Engaging Online Videos

Richard Clayman’s career has spanned 30 years as a director, producer, writer, executive and actor in television, theater and film. Many of his projects have won Emmys and Golden Globes, among other awards.

In 2006, he launched Los Angeles-based Cloudwalker Videoworks, a division of his film production company, Cloudwalker Films, Inc. Richard uses his years of production experience to develop high-caliber videos for professional service firms, including law firms, accounting firms and financial management firms.

What you’ll learn in this episode:

  • Why law firms and other professional service firms should take advantage of the opportunities online videos offer.
  • How to convey everything your firm represents in a short video to attract new business.
  • Why having a strong script in place can make or break a video.
  • Ways to make video subjects comfortable to bring out their best qualities.
  • What mistakes you should avoid when creating videos.

Ways to contact Richard:

Podcast: Creating the “Right” Vision

Mari-Anne Kehler, Chief Marketing and Strategy Officer, leads Los Angeles-based Green Hasson Janks’ strategy, business development and marketing. She has more than 30 years of experience as a high-impact leader who successfully expands business through action by using core skills of team building, coaching, strategy development, program execution, measurement and innovation.

Prior to joining Green Hasson Janks, Mari-Anne held sales, marketing and business development leadership roles at top organizations. She served as a national marketing leader for Deloitte Services LP where she held several positions on the Marketing and Business Development leadership team, including heading up National Tax marketing and marketing/business development for the Pacific Southwest region.

Mari-Anne’s nonprofit work focuses on organizational problem solving, leadership coaching, capacity building, constituent development, communications, and global and grassroots advocacy. She has been active in disability awareness, fundraising and in mentoring families and professionals for almost two decades.

She is also a speaker at universities and conferences on the topic of disability, social media and marketing strategy. Her book Putting the Profit in Nonprofit was a #1 e-book bestseller on Amazon.

What you’ll learn in this episode:

  • Why commitment to firm culture is important and why it can’t be treated as a campaign.
  • How to define your firm’s culture.
  • What it means to have a visioning process that lives and breathes.
  • What skills a successful marketer should possess.
  • The importance of marketers having a seat at the leadership table.

Ways to contact Mari-Anne:

Podcast: How to Get Media Exposure – Secrets from an Former Newsroom Insider

Brandon Jacobsen, Public Relations Manager at O’Melveny & Myers, worked for more than a decade at CBS Network News, climbing the ranks from intern in the Los Angeles bureau to producer, to on-air contributing correspondent for the network’s critically-acclaimed morning show, “CBS This Morning” and 24/7 digital streaming channel, “CBSN.”

He was responsible for monitoring and covering news across the western half of the United States, filing reports on legal issues, natural disasters, national tragedies and cultural trends. In addition to his achieved success in Los Angeles, Brandon spent time at CBS’s Washington D.C. bureau, working on Capitol Hill, at the White House and at the U.S. Supreme Court. Brandon also worked at the local level as an investigative reporter covering crime, courts and corruption for the NBC affiliate in Omaha, Nebraska.

What you’ll learn in this episode:

  • How to get and keep the media’s attention.
  • How to build personal relationships with journalists.
  • Tips for formatting an email to a journalist.
  • Strategies for inserting your client/firm into the news of the day.
  • How to prepare for a media interview in less than 10 minutes.

Ways to contact Brandon:

Podcast: Building Better Client Relationships

Iris Jones is the Chief Business Development & Marketing Officer at McNees Wallace & Nurick LLC based in Harrisburg, Pennsylvania. She leads the firm’s business development and marketing team in delivering proactive strategy, service and high-level support to its attorneys and firm management, identifying and capturing new business and expanding existing relationships.

Prior to serving as Chief Business Development & Marketing Officer for McNees and other Am Law 100 firms in Washington, D.C. and New York, she practiced law in both the public and private sectors in Texas. Iris has extensive litigation and appellate practice experience, and served as Assistant Attorney General of Texas and Director of the City of Austin’s Law Department.

What you’ll learn in this episode:

  • How lawyers can establish rapport and trust to build better client relationships.
  • Why the traditional aspects of law can be a hindrance to teamwork.
  • What law firms need to consider when looking for a CMO.
  • How to implement a summer associate program that works and how it can help with attorney retention.

Ways to contact Iris:

Podcast: Become a Champion Manager and a More Profitable Lawyer

Marcia Watson Wasserman, Founder and President of Comprehensive Management Solutions, Inc., is a seasoned legal management professional with more than 25 years of experience. She provides “C.O.O. To Go”™ services to boutique and mid-sized law firms. Her expertise includes operational management reviews; management development and training; succession planning; strategic planning; retreat facilitation; and financial management. Prior to consulting, she served as Chief Operating Officer and Executive Director of several local and national law firms, including an AmLaw 200 firm.

Marcia leads monthly Managing Partners’ Roundtables for more than 50 law firms focused on elevating the legal management discussion and sharing best practices. She serves as an Associate Editor for the American Bar Association’s Law Practice magazine and is a member of the Law Practice Division’s Publishing Board. She frequently presents on law practice management topics at local, regional and national conferences, and her writings can be found in leading legal publications. She is the co-author of “Lawyers as Managers: How to Be a Champion For Your Firm and Employees” (ABA 2017). Marcia’s efforts have garnered the recognition of her peers, as she is a Fellow in the College of Law Practice Management.

Andrew Elowitt specializes in leadership and talent development for lawyers and legal executives. His firm, New Actions LLC, focuses on the people side of legal practice: how lawyers lead, manage, thrive, change and find resilience and balance. Andrew works with lawyers and managers in private practice, corporate legal departments and government agencies.

Andrew is regarded as an expert in soft skills and the uses of emotional, social and conversational intelligences in leading, managing and growing legal organizations of all sizes. In addition to coaching individual lawyers on topics as diverse as business development, practice management, productivity and stress management, he frequently consults with firms on business, strategic and succession planning matters.

He is a Fellow in the College of Law Practice Management and is regularly invited to conduct workshops for his clients, and present programs to industry leaders and professional associations. He is the author of many books and articles, including “Lawyers as Managers: How to Be a Champion for Your Firm and Employees” (ABA 2017), “The Lawyer’s Guide to Professional Coaching: Leadership, Mentoring & Effectiveness” (ABA 2012), and “Is Managing Lawyers Like Herding Cats?” (Law Practice May/June 2018). He currently serves as Vice Chair of the American Bar Association’s Publications Board.

What you’ll learn in this episode:

  • The difference between being a good lawyer and being a good manager.
  • Why lawyers’ unique personality traits can inhibit their management skills, and how to move past this to become a good manager.
  • Best practices for delegating tasks to other lawyers and staff to boost productivity.
  • How lawyers can overcome their reticence for business development activities.
  • How to be a champion for both your employees and your law firm as a manager/lawyer.

Marcia and Andrew’s book:

  • Lawyers as Managers: How to Be a Champion for Your Firm and EmployeesABA, Amazon

Ways to contact Marcia:

Ways to contact Andrew:

Podcast: Grow Revenue by Nurturing Client Relationships

Nathan Darling is Chief Business Development & Marketing Officer at Beveridge & Diamond, P.C. in Washington D.C. He has held leadership roles in business development, client services and marketing for four law firms with 100 to more than 1,000 lawyers. He currently leads a team responsible for a wide range of client services, business development, and marketing and communication initiatives.

Nathan has served as President of the Legal Marketing Association (LMA) and in numerous other leadership roles with LMA. He currently serves on LMA’s Diversity & Inclusion Task Force and speaks regularly at legal industry events nationwide.

What you’ll learn in this episode:

  • How to grow revenue and further propel your law firm along the path to success.
  • The evolution and growth law firm marketing has undergone in the past few years, and how this impacts business development efforts.
  • How to translate the core skills you learned in law school to better serve client needs.
  • How to focus your work and identify a niche industry in law that you’re truly interested in.

Ways to contact Nathan:

Podcast: Innovative Approaches to Business Development

Jon Mattson serves as the Director of Business Development for BakerHostetler. He is responsible for stimulating profitable revenue growth through implementing client development processes and leading a business development team of 25 professionals.

Previously, Jon was Chief Marketing and Business Development Officer at Tucker Ellis where he was responsible for revenue growth, new client generation, brand awareness and instilling a culture of client service and business development throughout the firm. Before transitioning to law firms, Jon spent most of his career in Big Four accounting, serving in a unique blend of roles including external business development with some of the firm’s largest clients, a geographic marketing leadership role and a client service/timekeeper role within a state and local tax practice.

Jon is a frequent guest speaker at the Legal Marketing Association (LMA) International Conference and LMA chapters, Legal Sales & Service Organization (LSSO) conference, bar associations and other organizations on the topic of business development.

What you’ll learn in this episode:

  • How to gain exposure to business development early in one’s career.
  • The differences between working for a law firm and working with the Big Four.
  • How to grow revenue by bringing fresh perspectives and innovative approaches to marketing your legal practice, including creating meaningful touch points with clients.
  • The importance and advantages of client satisfaction interviews.

Ways to contact Jon:

Berbay Marketing & PR