Adam C. Severson

Chief Marketing & Business Development Officer,
Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

LFMS: What three industry trends are impacting the industry the most and how are they changing the role of marketers and business development professionals within law firms?

1. Artificial intelligence and its impact on the delivery of legal service will push our limits on how we package and price our offerings.
2. There is a war for talent in the lawyer ranks as well as the marketing & bd professional space. It’s difficult to find and retain top talent.
3. Clients are tapping into the skill sets of legal ops and procurement professionals. This provides a great opportunity for business development professionals to become more engrained with client relationships.

LFMS: How can law firm partners empower their BD and marketing teams?

Come to the conversation with data and use their time wisely.

LFMS: How is the law firm – client relationship changing?

More and more services are seen as commodities or being brought in-house. This creates more of a service provider dynamic than a trusted advisor.

LFMS: What would be your single most important tip for winning at pitches?


LFMS: What lessons should law firms be heeding from GCs and the approach they are now taking to buying legal services?

Find a way to differentiate what you do by quantifying your value.

LFMS: How do you see new tech helping law firm marketers and business development professionals meet their challenges?

It can only improve efficiencies and give people new ideas to serve their clients.

LFMS: Looking at the agenda for the Law Firm Marketing Summit, which sessions are you most looking forward to?

The Influencing panel looks intriguing. I’m always interested in the clients’ perspective!

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