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 LMA West Region

Empowered Buyers: The "New Normal" of Selling Legal Services

  • 21 Nov 2013
  • 11:30 AM - 1:30 PM
  • Bar Association of San Francisco, 301 Battery St., Third Floor, San Francisco, CA 94111


  • Registration code required.

Registration is closed

Listen to this panel of experienced business developers as they discuss some of the trends, key opportunities and challenges in selling legal services in this rapidly changing industry.

November 2013 Speakers

The panel will address topics including:
  • What requirements are becoming the "new normal"?
  • What are the trends in Alternative Fee Arrangements (AFAs)?
  • What are trends in RFPs?
  • What is the role of procurement and in-house operations teams?
  • How do you engage with potential clients and move them through your sales pipeline?
  • Does social media play a role in the sales process?
  • How do you measure your win rates and ROI?
  • How do you effectively manage pursuit teams?
  • Carla Cogan, Director of Business Development, Manatt, Phelps Phillips, LLP
  • Rob Kahn, Chief Marketing Officer, Fenwick and West LLP
  • Maggie Watkins, Chief Marketing & Business Development Officer, Best Best and Krieger
  • Catherine Zinn, Client Development Executive, DLA Piper

Thursday, November 21, 2013
11:30 a.m. - 1:30 p.m.
Registration and Lunch - 11:30 a.m. to 12:00 p.m.
Program - 12:00 p.m. to 1:30 p.m.

San Francisco
Bar Association of San Francisco
301 Battery St., Third Floor
San Francisco, CA 94111

(A group sandwich and salad buffet will be provided and we try our best to accommodate vegetarian, vegan and gluten-free fare. We advise arriving promptly for the best selection to accommodate your dietary needs.)

Sacramento (Webinar – Copper Legal)

Greenberg Traurig
1201 K Street, Suite 1100
Sacramento, CA 95814

Silicon Valley (Webinar – Copper Legal)
Morrison & Foerster LLP
755 Page Mill Road
Bldg. B
Palo Alto, CA 94304-1018

Walnut Creek (Webinar – Copper Legal)
Archer Norris
2033 North Main Street, Suite 800
Walnut Creek, CA 94596
Lunch sponsored by Archer Norris


Carla Cogan leads business development for the Business Division at Manatt, Phelps & Phillips. For more than 20 years Carla has developed and executed business development and marketing initiatives at professional service firms that build brand and drive revenue. Prior to joining Manatt, Carla was the Chief Marketing Officer at Steefel, Levitt & Weiss. She previously was a consultant with Broderick & Associates. Carla is a former President of the Bay Area Chapter of the Legal Marketing Association. She holds a B.A. in political science from Union College.

Rob Kahn is the Chief Marketing Officer at Fenwick & West LLP, a law firm focusing on the needs of technology and life sciences companies. As part of the firm’s administrative leadership, Rob is responsible for developing and implementing marketing, communications, research and business development services that increase awareness of the firm and allow Fenwick attorneys to build strong practices. Since joining the firm in 2003, he’s led initiatives that have significantly improved functions including experience management, pitch automation and customization, market research, lead generation, online marketing, enterprise relationship management and public relations. He is also actively involved in the firm’s ongoing effort to improve client service at the firm, which includes interviewing the firm’s clients to gain a better understanding of what the firm is doing well and identifying areas for improvement.

Maggie Watkins is the Chief Marketing and Business Development Officer of Best Best & Krieger LLP. She is responsible for all of the firm's marketing, business development and communications initiatives. Prior to joining BB&K, Maggie was the Chief Marketing Officer and Director of Marketing and Communications at an international publicly traded expert services and consulting firm and President/CEO of a network of independent full service business law firms in 60 countries, encompassing 5,000+ lawyers. She has tenure with a large regional law firm and several local and international accounting and insurance firms. In 2012, Maggie was named by the San Diego Business Journal as one of San Diego's Marketing Professionals of The Year. Maggie served as Chair of Board of the Alzheimer's Association, San Diego Chapter and currently serves as Chair of the Chair, Executive Advisory Council of Leadership California. Maggie is a past board member both the Legal Marketing Association and the Association of Accounting Marketing. She has served on numerous boards such as the Peninsula YMCA, Women in Business – San Diego Chapter, Republican Businesswomen and The East County Performing Arts Center.

Catherine Zinn is the Senior Client Development Executive at DLA Piper, the world’s largest law firm, where she is responsible for developing opportunities for the firm’s lawyers to connect with U.S. and multi-national corporations with a broad spectrum of legal needs. She previously served as the National Director of Business Development and National Director of Class Action Settlement Adjudication at JAMS, the largest private provider of mediation and arbitration services. Catherine has 17 years of experience in selling professional services to C-level executives. She served as a volunteer member of Barack Obama’s National Finance Committee and as the National Coordinating Co-Chair of Lawyers for Obama (2011-2012). Catherine previously served on Hillary Clinton’s National Finance Committee (2007-2008). She currently serves in committee, advisory roles and on the board of various non-profit organizations including Breast Cancer Connections (Board Member), Tomorrow Youth Reparatory (Board Member), Silicon Valley Director’s Exchange (Advisory Board Member) Law Foundation of Silicon Valley, and the Jewish Community Center of San Francisco.
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