LMA27 offers a selection of Pre-Conference Programs designed to provide a deeper dive into key areas shaping legal marketing and business development. Whether you’re focused on data and intelligence, leading a department, building your career or working as a solo marketer, these programs offer focused education and practical strategies tailored to different roles, priorities and areas of expertise.
Start your LMA27 experience with an in-depth look at the topics that matter most to your work and gain insights you can take back to your firm and put into action.
This year's Pre-Conference Programs include:
All Pre-Conference Programs are subject to change. Programs will take place within the 8 a.m.-2 p.m. window on Monday, March 22, 2027.
Separate registration is required for a Pre-Conference Program, or select the Conference Bundle, which includes one Pre-Conference Program.
Pre-Conference speakers and expanded program descriptions will be announced with the full LMA27 conference program.
Visit the registration page for pricing and to register.
Visit the Registration Page
Looking for CMO-Focused Content?
Double down on your CMO opportunities at LMA27. LMA is excited to bring back the CMO Experience, providing a unique opportunity to connect with fellow CMOs in a separate and exclusive area of the conference for a suite of exceptional education, networking and amenities and includes the CMO Pre-Conference Program. Gather with fellow CMOs to learn from industry experts, connect with each other and stay ahead of the curve in legal marketing and business development. LEARN MORE
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From Silos to Synergy: Building a Connected Growth Ecosystem Through Intelligence, Data and Knowledge
This program is designed for intelligence professionals and marketing technologists who are looking to leverage data-driven insights to enhance strategy, collaboration, and marketing effectiveness.
The future of legal marketing and business development is powered by connected intelligence.
This pre-conference program convenes professionals across CRM, CI, BI, KM, experience management, innovation, and data strategy to examine how leading firms are breaking down silos, integrating technologies, and advancing a more unified approach to client growth. Join peers and industry leaders as they share proven strategies for building sophisticated intelligence functions, maximizing the value of data, and transforming insights into informed decisions and measurable business outcomes.
Learning Outcomes:
- Discuss leading models for connecting intelligence, data, knowledge, and technology functions into a unified growth ecosystem.
- Design approaches to data governance and stewardship that improve data quality, trust, and strategic decision-making.
- Apply integrated intelligence strategies to uncover opportunities for client growth, retention, and increased market competitiveness.
- Identify a roadmap for leveraging AI and emerging technologies to enhance firm performance and accelerate business results.
Co-Chairs:
Stephanie Bishop is the Director of Client and Business Intelligence at Crowell & Moring LLP, where she leads the firm's CRM, experience management, and business intelligence initiatives. With more than 20 years of experience across AmLaw 100 firm business of law functions, Stephanie brings a unique blend of legal marketing, technology, and operational expertise. She partners closely with firm leadership, lawyers, and business professionals to develop data-driven solutions that enhance client service, support business development efforts, and improve access to actionable intelligence. Stephanie is particularly passionate about translating complex data into practical insights and promoting user adoption through thoughtful change management, training, and cross-functional collaboration. She has led major CRM and experience management initiatives throughout her career and is a firm believer that successful technology programs depend as much on people and process as they do on the technology itself.
Carrie Remhof is Director of Firm Intelligence at Troutman Pepper Locke, where she leads the firm’s strategy for experience data, knowledge assets, and AI-ready information foundations. Working at the intersection of innovation, knowledge management, and business development, she focuses on transforming validated firm data into practical tools that help lawyers staff matters, develop pitches, and surface expertise more efficiently. Carrie brings a pragmatic, attorney-focused approach to building scalable intelligence platforms that support responsible adoption of emerging technologies.
An innovative strategist with a passion for digital transformation, Michelle Woodyear brings over two decades of experience in legal marketing technology and business development to the Mount Insights consulting team. Prior to launching Mount Insights, Michelle worked in-house as Director of Digital Marketing at Covington and as Digital Marketing Manager at Orrick. She also worked on the vendor side at LexisNexis as a Client Advisor, where she helped much of the AM Law 200 firms deploy and maximize the value of their ERM and CRM systems. Michelle's expertise spans software development, data science, marketing technology, content strategy, and social selling. Michelle has a unique skill set that combines business acumen and a deep understanding of how to leverage technology to drive revenue growth. She excels at developing comprehensive digital transformation roadmaps and has in-house experience implementing cutting-edge MarTech stacks. A certified Six Sigma Black Belt and seasoned project manager, she combines analytical rigor with creative problem-solving to tackle the legal industry's most pressing challenges. Her track record includes building industry-leading digital marketing teams and developing innovative solutions that deliver measurable results. Michelle Woodyear has a B.S. in Mathematics and Computer Science and a M.B.A from The Pennsylvania State University.
Practical Magic for Small Teams or Solo Marketers: Powerful Impact with Limited Resources
This program is designed for in-house marketers at firms with fewer than 100 attorneys, lean marketing teams of two or fewer professionals, and anyone responsible for delivering results with limited resources.
There's no shortage of big-picture marketing advice. The hard part is executing it with limited time, budget, and tools.
This pre-conference program is a hands-on, tactical day focused on the how: building a usable CRM without a fancy stack or making better use of your firm's CRM data, showing up in search results, adopting AI at your firm, and taming a workload that never quits.
Participants will set goals in the morning, work through real problems with speakers who know their subjects inside and out and can solve issues on the fly, and swap tactics in an open “ask me anything” format. The emphasis is practical throughout, with solutions you can use the day you return from the conference and efficiencies that can feel a little like magic.
Learning Outcomes:
- Model a usable, low-tech CRM from scratch; or, if you already have one, translate its data into targeted business development actions.
- Decode the alphabet soup of search (SEO, GEO, AIO) and apply concrete tactics to improve your firm's visibility in both traditional and AI-driven results.
- Apply prioritization frameworks to manage a heavy workload and set realistic expectations with attorneys and firm leadership.
- Identify practical entry points for AI adoption at your firm and discuss which tools actually fit a small team's budget and resources.
- Assemble a toolkit of small, repeatable efficiencies that compound into meaningful time savings.
Co-Chairs:
Krista Egan is the Chief Marketing Officer at Flaster Greenberg, a mid-sized full-service law firm of nearly 100 attorneys with physical offices on the East Coast, where she leads the firm's strategic marketing and business development efforts. Working closely with firm leadership, attorneys, and administrative teams, she oversees branding and communications, client development, digital strategy, CRM, website management, events and sponsorships, and marketing operations. Since joining the firm in 2009, Krista has played a key role in elevating the firm's brand, driving business development initiatives, and enhancing client engagement. Prior to Flaster Greenberg, she served as a Regional Marketing Specialist for an Am Law 200 firm. In addition to her professional career, Krista has a longstanding commitment to leadership and community service. She previously served as a councilwoman for the Borough of Oaklyn, New Jersey, where she oversaw Buildings and Grounds and Public Safety, and she spent six years on the Oaklyn Board of Education, serving on its Finance, Negotiations, and Policy committees. Krista earned a Bachelor of Science in Marketing from Rutgers University and currently serves as Chair of the Solo/Small Team Special Interest Group (SIG) for the Legal Marketing Association's Northeast Region.
Laura is a writer and technologist with an eye for efficiencies. She spent 20 years in mid-size law firms before teaming up with her favorite content company, JD Supra. Laura has built and executed strategic communications programs, launched websites and award-winning blogs, deployed print and digital ad campaigns, and written more bios and RFP responses than she can count. She enjoys collaborating with legal marketers and sharing knowledge, particularly when it comes to using tech for workflows. Laura has been an LMA volunteer for 16+ years, serving in various capacities over the years, from the comms committee to president of the Midwest Region (2021).
LMA QuickStart™ LIVE! Legal Marketing Essentials - Punch Your Ticket to the Emerald City
This program is designed for five years or less of industry experience. Presentations align with LMA core competencies in LMA’s Body of Knowledge and provide practical skills and tools participants can immediately apply at their firms. As a bonus, all attendees will receive a complimentary copy of the Body of Knowledge (a $179 value).
Follow the yellow brick road to create and reinforce a successful foundation for a growing career. The QuickStart Pre-Conference Program features interactive content that builds throughout the day, so that by the time participants reach the Emerald City, they will have a solid understanding of how legal marketers and business developers create immediate impact within their firms, as well as how they contribute to revenue generation and market share. Participants will have plenty of opportunities to network and learn from one another – and perhaps even meet their Scarecrow, Tin Man, and Lion along the way.
Learning Outcomes:
- Create a foundation for success by building your own brand, network, and finding opportunities for mentorship.
- Discuss critical concepts of the business of law and understand how your firm’s performance metrics influence data-driven decisions.
- Assess your role in the law firm structure and the variety of paths you can take to continue to grow your career over time
- Develop strategies to become a trusted advisor for your attorneys by leading with client service.
- Exchange tips on how to manage projects effectively, learn what your work style is, and how to give and receive feedback
Co-Chairs:
Debra Baker is a growth strategist who helps drive profitable growth through business development strategies that elevate client loyalty and talent engagement. As Managing Director at GrowthPlay, she has coached and trained more than 1,000 lawyers, equipping them with the tools to grow client relationships and build profitable practices. A former journalist turned lawyer, Debra brings 25+ years of experience across law, business, and sales effectiveness. Her work spans strategic growth planning, business development curriculum design, and coaching. She is a frequent keynote speaker and retreat facilitator, known for translating complex ideas into actionable insights. Debra has served on the LMA Education Advisory Council and the board of Northwestern Law’s Center for Practice Engagement & Innovation, as well as having served as an instructor for the Lex Mundi Institute. Prior to GrowthPlay, she founded Law Leaders Lab and served in marketing and business development leadership roles at an AmLaw 100 firm and legal technology company.
Ashley Galston is a business development and strategy executive with more than 20 years of experience driving revenue growth and organizational transformation at global law firms. As Director of Client Engagement & Market Development at K&L Gates LLP, she combines strategic vision with hands-on revenue generation including directly sourcing and closing new clients while advising firm leadership on market strategy, client expansion, and business innovation. Ashley is recognized for designing enterprise-wide growth infrastructure, including industry-specific go-to-market strategies, strategic client programs, and analytics-driven planning frameworks that have become foundational to firmwide operations. Throughout her career, Ashley has built and executed integrated strategies across industries, geographies and practice groups that strengthen client relationships and improve profitability. She has expertise in leveraging AI, analytics, and data intelligence to enhance decision-making and scale operations, as well as developing thought leadership and positioning initiatives that drive competitive advantage. Ashley earned dual degrees in Business Administration and Journalism from the University of St. Thomas and serves on the Board of Directors for Erie Neighborhood House in Chicago.
Amanda Richardson is a Senior Client Development Manager supporting Orrick’s Life Sciences & Healthcare Sector, where she leads strategic client development initiatives for key institutional clients. She partners with firm leadership and relationship teams to drive client growth strategies, strengthen client relationships, identify cross-practice opportunities, and align firm capabilities with evolving client needs across the life sciences industry. With more than a decade of experience in business development and client strategy, Amanda brings a strategic, industry-focused approach to client development, combining market intelligence, relationship management, and cross-practice collaboration to help law firms better anticipate and address client priorities.
The Second Chair Advantage: Lead with Influence. Shape What’s Next.
This program is designed for in-house senior managers and directors with 10-15+ years of experience who report to the C-suite. Your registration includes access to two optional, exclusive second-chair networking roundtables during the full conference. Additional details will be shared closer to the event.
The strongest Second Chairs do more than keep priorities moving. They see around corners, connect decisions across the firm, and help leaders act with greater clarity and confidence. Positioned at the intersection of strategy, execution, and people, they influence outcomes without always having the final say. This highly interactive program is for seasoned legal marketing and business development leaders who are ready to extend their influence, sharpen their judgment, and take greater ownership of firmwide success, whether they are preparing for a First Chair role, deepening their contribution as a Second Chair, or considering an entirely different next chapter.
Through real-world scenarios, practical exercises and candid peer exchange, participants will examine the situations that make the Second Chair role uniquely complex: competing demands, incomplete information, shifting priorities and sensitive relationship dynamics. The program will create space to step outside the daily pace, test thinking with true peers and consider how to lead with greater intention and impact.
Learning Outcomes:
- Apply enterprise judgment to connect firm priorities, business realities and organizational dynamics, and translate them into focused recommendations and action.
- Exercise influence without formal authority by building the relationships and credibility needed to lead effectively up, across and down the organization.
- Navigate ambiguous and politically sensitive leadership situations with greater judgment, including when to challenge, align, escalate, delegate or create space before acting.
- Define their next chapter and identify specific actions to move toward it, whether that means becoming a stronger Second Chair, preparing for a First Chair role or pursuing another path.
Co-Chairs:
Carman Akins is a senior marketing and business development leader with more than 15 years of experience driving growth strategies for leading law firms. She currently serves as Senior Director of Business Development & Marketing for the Disputes practices at DLA Piper, where she oversees strategy, client development, brand enhancement, and market positioning across a portfolio that includes litigation, intellectual property and technology, employment, and regulatory and government affairs. A recognized leader in the legal marketing profession, Carman is a past President of the Legal Marketing Association’s Dallas chapter and has served in multiple regional and international leadership roles within the organization. She is a frequent speaker and moderator on topics including business development strategy, leadership, professional services marketing, talent development, and the evolving role of AI in legal services.
Chris Newman is the Chief Marketing and Business Development Officer at Mintz, where he leads the firm’s growth, client development and marketing strategy. With more than two decades of experience inside AmLaw 100 firms, Chris is focused on building a more strategic, client-centered and business-development-driven culture. He is known for developing high-performing teams, modernizing traditional law firm growth models and translating ambitious ideas into practical systems that drive accountability and results. Chris is also an active leader in the legal industry. He has served as President of the Board of Advisors for the Legal Sales and Service Organization (LSSO) and previously held senior leadership roles with the Legal Marketing Association, including regional president. Across those roles, he has built a reputation for candid leadership, innovative thinking and a deep commitment to mentoring the next generation of legal marketing and business development professionals.