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Future-Proofing Your Marketing Function

I am presenting on Strategy Development for law firms and legal service businesses.

Professional Services Marketing Function

Future-Proofing Your Marketing Function

May 9, 2024, 4:00-5:00 p.m. (ET)

I am a panelist for this webinar focusing on innovative strategies to future-proof marketing functions within the professional services industry.

The webinar will entail discussion around global trends within professional services and how they relate to the Canadian market, as well as people-centric topics, such as up-skilling, nurturing the talent pipeline, and ensuring resilience in the marketing function.

I will present on Strategy Development as it pertains to business, markets, management, and clients in the global legal services sector.

Innovative Strategy Development

Strategic planning is an oxymoron and as real as the tooth fairy. Look at the roots of those two words: Strategy is a set of choices that position you to win your key objectives. Plan is a measurable action and/or behaviour set to happen within a specific timeframe.

Strategy is one thing while planning is another, yet these words have been paired together as if they’re a logical fit. They’re not.

Even though the phrase “strategic planning” is bandied about within almost all industries, mostly because it sounds sexy and signals that you might be doing something important, it means nothing and is pretty much guaranteed to have no tangible and lasting result.

Lawyers love to engage in “strategic planning” because it offers an opportunity to exercise a typical lawyer-like trait of admiring a problem followed by hatching a solution. Due to competing priorities and short attention spans, this exercise usually culminates in a half-hearted execution of whatever was thought to be a good idea at the time, then withers and dies. The result is that nothing much gets done, advances, or changes.

Strategy Development, however, supports your primary objective — To Win.

Presentation highlights include:

  • Strategy development structure and components
  • Why and how to gain stakeholder buy-in
  • How the value of one of one distinctiveness curtails competition
  • Leveraging Artificial Intelligence

Learn more and sign up.

This webinar is produced by PM Forum. Many thanks to Simone Hughes, Chair, PM Forum Canada for bringing us together for this discussion.

Heather Suttie is widely acknowledged as one of the world’s leading authorities on legal market strategy and management of legal services firms.

For 25 years, she has advised leaders of premier law firms and legal service providers worldwide — Global to Solo | BigLaw to NewLaw — on innovative strategies pertaining to business, markets, management, and clients.

The result is accelerated performance achieved through a distinctive one of one legal market position and sustained competitive advantage leading to greater market share, revenue, and profits.

The effect is accomplishment of the prime objective — To Win.

Reach her at +1.416.964.9607 or

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