LMA Strategies - May/June 2017 - 6

Progress Through Change
By Betsi Roach, MIM, CAE, LMA Executive Director

Most people have
heard the adage,
"there are three
things that are certain in life: death,
taxes and change."
But the second, lesser-known component
of that saying is where the true opportunity
lies: "You can't avoid change - it's mandatory. Progress, however, is optional."
One of my favorite authors, John Kotter,
is a guru of leadership and change management in the modern era. His 1995 book,
"Leading Change," introduced an eight-step
change process that was helpful in framing
how to approach some of the biggest shifts
for LMA, such as the move to a regional
structure. I encourage you to pick up the
book for the first or fifteenth time to dig into
how you can learn to lead effective change
in your own firm or team because change is
going to happen whether we lead it or not.
Some of the key changes occurring in
the legal marketing industry were surfaced
through this year's survey jointly conducted

by LMA and Bloomberg Law, "Aligning Legal Marketing and Business Development
Resources for Law Firm Growth." One shift
is that 66 percent of survey respondents
predict that firms of all sizes will increase
spending on marketing technology over the
next two years more than any other area.
This is just one of the shifts identified in the
research results, which can be accessed at
bit.ly/bloomberg2017.
Being able to adeptly deal with change
starts with having a solid base of knowledge. LMA offers educational sessions on
a variety of these industry-changing topics,
including marketing technology. This year,
we were pleased to offer a Rise of the Legal Marketing Technologist pre-conference
program at annual conference. The recordings from that thought-provoking program
are available in the Learning Store, where
there are also numerous other complimentary recorded webinars regarding marketing technology available.
I also encourage you to join our brand
new marketing technology shared interest
group. LMA SIGs are a unique resource for

AI Study Takes on Law and Policy
A three-year multi-disciplinary project, supported by a $400,000 Law Foundation grant
and run out of the University of Otago, will
look to uncover the possible implications of
artificial intelligence (AI) innovations for law
and public policy in New Zealand.
Project team leader
Associate Professor
Colin Gavaghan of the
Faculty of Law says the
research team will consider the implications
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LMA NEWS

of AI technologies under four headings:
responsibility and culpability, transparency
and scrutiny, employment displacement,
and "machine morality." The study will be
funded under the Foundation's Information
Law and Policy Project (ILAPP), a recently
established $2 million fund dedicated to
developing law and policy in New Zealand
around IT, data, information, artificial intelligence and cyber-security.
www.lawfoundation.org.nz/

STRATEGIES / THE JOURNAL OF LEGAL MARKETING ◾ MAY / JUNE 2017

members to connect, learn and discuss
with fellow legal marketers about a specific
topic or role. Learn more about all of the
SIGs at www.legalmarketing.org/SIGs.
Change is inevitable, but LMA can help you
navigate the unbeaten path. Embrace it, and
lead the change you want to see in your world.

Marketers on
the MOVE

Sheenika Gandhi
recently joined Payne &
Fears (Irvine, California)
as director of marketing,
overseeing the marketing
and business development initiatives for
the firm's seven offices. Gandhi was
previously the digital marketing
specialist at Knobbe Martens.
Legal communications
professional Leslie B.
Greenfield has joined
Stradley Ronon's
marketing department as
a proposal and content manager.
Greenfield will be working with firm
attorneys to develop and coordinate
RFP response strategies, write and edit
client proposals, and manage firm
marketing and business development
materials. Prior to joining Stradley
Ronon, Greenfield was the director of
research and reference products for
The Legal Intelligencer in Philadelphia.
She also practiced law at other
Philadelphia law firms for three years.

To submit a promotion or job change
announcement to Strategies, email
strategies@legalmarketing.org.
Want to make a move? Visit the LMA
Job Bank at legalmarketing.org/Job_
bank to view current job openings.

http://www.legalmarketing.org/SIGs http://www.bit.ly/bloomberg2017 http://www.legalmarketing.org/Job_bank http://www.legalmarketing.org/Job_bank http://www.lawfoundation.org.nz/

Table of Contents for the Digital Edition of LMA Strategies - May/June 2017