Recently, I had the privilege--along with InsideCounsel Publisher Tom Duggan--to moderate a panel of senior-level in-house counsel at the Legal Marketing Association's annual conference this year in Orlando, Fla. The title of the discussion was "Achieving Greater Collaboration: Getting a Win-Win Relationship with In-House Counsel." The audience was a large group of law firm chief marketing officers, managers and other legal marketing professionals.
The three panelists--Jeff Novak, GC of AOL Paid Services; John Lewis Jr., senior managing counsel, compliance, at The Coca-Cola Co. and InsideCounsel Driving Diversity columnist; and Steve Kaplan, GC of Connextions Inc.--immediately launched into a lively discussion, providing valuable insight about what they want from their firms. The conversation covered topics such as collaboration and communication with their outside counsel, the importance of industry expertise by lawyers working on their matters, and ways firms can market their services better.