The legal marketing industry continues to grow and morph. This viable professional service career may have started with a grounding in client relations (client appreciation event planning) and communication (the infamous holiday card). However, I recently attended the annual Legal Sales and Service Organization (LSSO) conference in Chicago and found the curriculum has evolved. The program ranged from a pricing bootcamp with some of the world’s largest and specialized law firms discussing the Continuum of Fee Arrangements to a “Technology Horizon” presentation that provided a high-level showcase of trending technology solutions, including client intelligence mash-up tools, mobile devices capturing billable time on-the-go, and “gamification”—game thinking and game mechanics in non-game contexts (such as engaging energy clients on issues related to Marcellus shale).

Pricing

The good old days conjure up memories of simplicity such as (billable hour) x (hours worked) = (client invoice). Welcome to 2014. Although the mathematical equation for profitability has not changed when we ask these questions:

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