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Insights into the Legal Marketing Association
Interested to learn what inspired Adam Severson to become president of the legal marketing global professional association of Legal Marketing Association, I recently posed a series of questions in order to gain his thoughtful insights. Below are Adam's responses:
Q. What inspired you to join LMA leadership?
A. LMA has been a critical component in my development over the years. As we encourage our attorneys, “get involved.” My volunteer involvement in LMA, whether as a Chapter President, Annual Conference Co-Chair, Committee Member or Board Member, has led to new opportunities for growth. Serving in a leadership role fuels my passion for constant improvement and provides an opportunity to give back.
Q. In your year as LMA President, what are your top three platform objectives?
A. I purposely don't have a personal platform, as LMA goals are the organization's and not my own. That said, we have several key areas we are working on:
Education. We recently hired a new Education director, Holly Amatangelo. Holly and our team are collaborating to develop a body of knowledge, evaluate our educational offerings, and continue to create programming that is relevant to our members.
Organizational Structure. We established a task force to evaluate our existing structure and service model. They will provide recommendations to ensure the long-term vitality of the organization. This grew out of our 2014 One LMA task force that took a deep dive with chapter boards to see how we can better work together for continued relevance and increased member value.
Chapter Services. Our Chapters are the lifeblood of the organization. We are continuing to seek ways to enhance and improve the services and communications value to our chapters.
Q. Under your leadership, what do you intend to impart to the general LMA membership?
A. I hope the LMA membership knows that we are part of one of the most intellectually stimulating professions on the planet. We collaborate with our firms and the business community to help shape our communities. Every business transaction, real estate development, and contested situation has lawyers on various sides. We work to ensure that our firms are a part of the action and then deliver high quality service. That's better than marketing Cheerios, if you ask me.
Q. What do you want to impart to the next generation of legal marketers?
A. I hope the next generation embraces the response I had to the previous question. I also hope they are diligent in their own professional and personal development. This will ensure they are earning each exciting opportunity that lies ahead.
Q. How have you/your career benefited from LMA involvement?
A. In many ways, my career is a direct reflection of my LMA involvement. Substantively, my involvement has helped me learn about many new areas of the profession. Additionally, and perhaps more importantly, the relationships and network I have due to LMA are the primary reason I've secured my last three roles.
Q. What are the top reasons why legal marketers should be a LMA member?
A. Legal marketing and business development professionals should join LMA because no other organization offers the types of educational and networking opportunities. Period.
Q. With the legal services space in such turbulence, how do you see LMA leading the way?
A. The market dynamics we face continue to push each firm and company to identify ways to differentiate and grow revenue. LMA consistently offers programming in each of these areas. It also provides segmented educational opportunities to practice specialties like PR, RFP support, and industry teams as well as programming segmented by size of firm.
Q. From where you're sitting, what do you see as the greatest challenges for legal marketers today?
A. We are facing many challenges in our profession. I share with my my team that demand for our services is at an all-time high. We are asked to do more with less and need to bring our “A” game daily. The biggest challenge is strategic prioritization. It's challenging to develop and execute new initiatives while drinking from a fire hose of daily demands.
Q. When your term is over, how will you measure success leading this professional organization?
A. As I mentioned earlier, I'm not necessarily looking to make a personal mark for my tenure. We are working on a video that commemorates the 30th Anniversary of the organization, which was launched at our annual conference in San Diego. I am hopeful that our members will appreciate that they are part of something meaningful and significant to the legal industry.
Q. What would you like people to know about LMA, yourself?
A. The LMA has afforded me the opportunity to develop friendships with some of the brightest minds in the country. We share information to help us do what we do better. That wouldn't happen if I stayed in my office. Personally, I believe in working hard and playing hard. If we do what we need to do when we need to do it, we can do what we want to do, when we want to do it.
Interested to learn what inspired Adam Severson to become president of the legal marketing global professional association of Legal Marketing Association, I recently posed a series of questions in order to gain his thoughtful insights. Below are Adam's responses:
Q. What inspired you to join LMA leadership?
A. LMA has been a critical component in my development over the years. As we encourage our attorneys, “get involved.” My volunteer involvement in LMA, whether as a Chapter President, Annual Conference Co-Chair, Committee Member or Board Member, has led to new opportunities for growth. Serving in a leadership role fuels my passion for constant improvement and provides an opportunity to give back.
Q. In your year as LMA President, what are your top three platform objectives?
A. I purposely don't have a personal platform, as LMA goals are the organization's and not my own. That said, we have several key areas we are working on:
Education. We recently hired a new Education director, Holly Amatangelo. Holly and our team are collaborating to develop a body of knowledge, evaluate our educational offerings, and continue to create programming that is relevant to our members.
Organizational Structure. We established a task force to evaluate our existing structure and service model. They will provide recommendations to ensure the long-term vitality of the organization. This grew out of our 2014 One LMA task force that took a deep dive with chapter boards to see how we can better work together for continued relevance and increased member value.
Chapter Services. Our Chapters are the lifeblood of the organization. We are continuing to seek ways to enhance and improve the services and communications value to our chapters.
Q. Under your leadership, what do you intend to impart to the general LMA membership?
A. I hope the LMA membership knows that we are part of one of the most intellectually stimulating professions on the planet. We collaborate with our firms and the business community to help shape our communities. Every business transaction, real estate development, and contested situation has lawyers on various sides. We work to ensure that our firms are a part of the action and then deliver high quality service. That's better than marketing Cheerios, if you ask me.
Q. What do you want to impart to the next generation of legal marketers?
A. I hope the next generation embraces the response I had to the previous question. I also hope they are diligent in their own professional and personal development. This will ensure they are earning each exciting opportunity that lies ahead.
Q. How have you/your career benefited from LMA involvement?
A. In many ways, my career is a direct reflection of my LMA involvement. Substantively, my involvement has helped me learn about many new areas of the profession. Additionally, and perhaps more importantly, the relationships and network I have due to LMA are the primary reason I've secured my last three roles.
Q. What are the top reasons why legal marketers should be a LMA member?
A. Legal marketing and business development professionals should join LMA because no other organization offers the types of educational and networking opportunities. Period.
Q. With the legal services space in such turbulence, how do you see LMA leading the way?
A. The market dynamics we face continue to push each firm and company to identify ways to differentiate and grow revenue. LMA consistently offers programming in each of these areas. It also provides segmented educational opportunities to practice specialties like PR, RFP support, and industry teams as well as programming segmented by size of firm.
Q. From where you're sitting, what do you see as the greatest challenges for legal marketers today?
A. We are facing many challenges in our profession. I share with my my team that demand for our services is at an all-time high. We are asked to do more with less and need to bring our “A” game daily. The biggest challenge is strategic prioritization. It's challenging to develop and execute new initiatives while drinking from a fire hose of daily demands.
Q. When your term is over, how will you measure success leading this professional organization?
A. As I mentioned earlier, I'm not necessarily looking to make a personal mark for my tenure. We are working on a video that commemorates the 30th Anniversary of the organization, which was launched at our annual conference in San Diego. I am hopeful that our members will appreciate that they are part of something meaningful and significant to the legal industry.
Q. What would you like people to know about LMA, yourself?
A. The LMA has afforded me the opportunity to develop friendships with some of the brightest minds in the country. We share information to help us do what we do better. That wouldn't happen if I stayed in my office. Personally, I believe in working hard and playing hard. If we do what we need to do when we need to do it, we can do what we want to do, when we want to do it.
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