Fresh Thinking for a New Year: Lessons Learned From LMA Beyond Borders 2025

Now entering its third year, LMA’s Body of Knowledge Beyond Borders series offers educational programming that highlights regional diversity and expertise in legal marketing. In 2025, LMA regions hosted sessions that dove deep into pressing issues and real-world scenarios. From leadership that drives growth, to the power of reputation management and the leverage client feedback holds, check out the main takeaways from each of the six programs.

The Business of Law 2.0 — Visionary Leadership: Driving Innovation and Growth in the Business of Law

Presented by the Northeast and Southeast Regions

This installation of Beyond Borders featured a panel of female leaders discussing the evolving landscape of law firm leadership. Key topics included aligning firm strategy with future visions, the impact of hybrid work models on productivity and culture and addressing generational differences within firms. Panelists emphasized the importance of clear communication, strategic planning and understanding diverse professional needs to drive innovation and growth.

They highlighted the significance of professional development, compensation systems and leadership programs to meet younger generations' expectations. The discussion also covered the role of data in leadership decisions and the potential impact of generative AI and large professional services organizations on the legal profession.

“I think the biggest leadership challenge associated with doing that is helping everyone in the enterprise understand what the plan is and how they can help implement it. Everyone, every single person in the organization has a role to play.” — Melissa Jones, Firm Managing Parnter

Meet the Panel:

• Melissa Jones, Firm Managing Partner, Stoel Rives LLP
• Barb Mica, Chief Operating Officer, Brownstein
• Kerry Price, Chief Strategy Officer, Bass Berry & Sims
• Jill Huse, Co-Founder and Chief Strategy Officer, Society 54 (Moderator)

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Reputation Management in Uncertain Times: Reflecting on Transitions, Principles, What to Say and How to Say It in 2025

Presented by the Mid-Atlantic Region

When it comes to managing difficult conversations and issues in the legal industry, it’s key for firms to have structured processes in place. The panel emphasized the importance of setting clear goals, maintaining consistency and being prepared to pivot based on feedback and changing circumstances.

The panel also highlighted the critical role of internal and external communication, the importance of involving key stakeholders and the need for evidence-based messaging. They advised legal marketers to be proactive, resilient and bold in their leadership, leveraging their expertise to guide their firms through complex challenges. Lastly, the session underscored the value of collaboration and support within the legal marketing community to navigate these turbulent times effectively.

“Process helps to get you a seat at the table because you're thinking through some of the issues, not all positive, but certainly putting issues on the table that possibly should be considered.” — Brenda Plowman, Founder, Plowman Consulting

Meet the Panel:

• Nancy Myrland, President, Myrland Marketing & Social Media
• Brenda Plowman, Founder, Plowman Consulting
• Gina F. Rubel, CEO, Furia Rubel Communications, Inc.
• Dave Poston, CEO, Poston Communications (Moderator)

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Beyond Data: AI Adoption Strategies for Smarter Experience Management in Law Firms

Presented by the Southwest and Canada Regions

Real-world AI-strategy lessons can provide the insight necessary for law firms to better manage their business. This panel stressed the importance of data management, the role of AI in improving efficiency and client service, and the need for firm-wide alignment and compliance in AI adoption.

The discussion also highlighted the challenges of integrating AI tools, the necessity of engaging with data owners across departments, and the strategies for gaining buy-in from both senior and junior attorneys. The session underscored the potential of AI to transform legal marketing and business development by automating routine tasks, enhancing data analysis and providing faster, more accurate responses to client needs.

“We like to refer to it as firm intelligence. And so we're as a firm, as a data strategy team, we're looking at it holistically across the firm and not just as a marketing and business development tool.” — Jason Kennedy, Intelligence Solutions Manager, Holland & Knight

Meet the Panel:

• Jason Kennedy, Intelligence Solutions Manager, Holland & Knight
• Kelsey Koziar, Senior Business Development and Marketing Manager, Foley & Lardner LLP
• Kalaivaani (Vaani) Vairavanathan, Manager, Competitive Intelligence and Strategy, Davies Ward Phillips & Vineberg LLP
• Stacey Morrow, Senior Account Manager – Legal Markets, Introhive (Moderator)

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Leading Through Change: Real-World Lessons in Marketing and Business Development Transformation

Presented by the West Region

Panelists in this session offered lived experience from leading change within their law firms. The discussion highlighted the importance of understanding the "why" behind change, starting small and using data to drive decisions.

Key points included the necessity of clear roles and responsibilities, leadership buy-in and the use of metrics to measure progress. The panelists shared their experiences with structural and cultural changes, emphasizing the need for consistent communication, celebrating successes and maintaining momentum. In addition, they addressed common obstacles such as internal silos and resistance, offering insights on how to navigate these challenges effectively.

“Real influence comes from solving real problems, building trust and making it easier for others, including your partners, to succeed.” —Andrew Scott, Director of Business Development and Proposals, Ballard Spahr

Meet the Panel:

• Pedro Campos, Vice President, Global Head Law Firm Consulting, Elevate
• David McClune, Chief Marketing & BD Officer, Davis, Polk & Wardwell
• Andrew Scott, Director of Business Development and Proposals, Ballard Spahr
• Marcie Borgal Shunk, President and Founder, The Tilt Institute (Moderator)

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From Insight to Impact: Using Client Feedback to Drive Commercial Conversations

Presented by the Europe Region

Law firms shouldn’t underestimate the power of client feedback. This was evident during the panel’s discussion focused on leveraging feedback to enhance development and relationship building within the legal sector.

Panelists from leading law firms discussed their approaches to gathering and utilizing client insights, emphasizing the importance of aligning feedback programs with firm strategy. They highlighted the need for candid, actionable feedback and shared examples of how insights have led to strategic changes, such as improving client service and identifying growth opportunities. The discussion underscored the value of using feedback to foster client loyalty and drive commercial conversations, with a consensus on the importance of follow-up actions and internal communication to ensure feedback translates into tangible business outcomes.

“Just because you don't ask the question doesn't mean the client isn't thinking it. We just don't know it.” — Julieanne Wilde, Director, Technology Clients, Baker McKenzie

Meet the Panel:

• Jenny Richardson, Senior Client Development Manager and Client Feedback Head, Hogan Lovells
• Julieanne Wilde, Director, Technology Clients, Baker McKenzie
• Deven Vyas, Global Director of Client Development, Reed Smith
• Karen Morton, Chief Marketing Officer, Cleary Gottlieb (Moderator)

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Innovate to Elevate: Business Development Across Borders

Presented by the LMA Midwest Region

Business growth can reach a new level with the right strategy in place, as panelists highlighted key trends and challenges in business development, particularly in the tech, life sciences, banking and investment advisory sectors. The discussion emphasized the importance of building credibility, leveraging data and developing strategic partnerships to enhance business development efforts.

Panelists also noted the impact of AI and market uncertainties on industries, and shared insights on brand building, both for established firms like Cooley and smaller entities. The group offered actionable strategies for 2026, including the use of data-driven approaches, creating signature branded events and aligning capabilities with industry leaders.

“In 2026, I’m trying to be much more systematic with knowing all of my connections, having a database understanding stage that they invest in, you know, technology type that they invest in geographical kind of criteria they may have.” — Nader Elrashidy, Life Sciences Business Development Leader, Cooley LLP

Meet the Panel:

• John Albrighton, Director, Lincoln International
• Nader Elrashidy, Life Sciences Business Development Leader, Cooley LLP
• Alya Woods, Business Development Leader, Cooley LLP
• Tim Lew, Managing Director, Stifel Bank (Moderator)

Access the recording.