LSSO MEMBER LEADERSHIP SPOTLIGHT |
| Mark Levin, JD, MBA, Chief Marketing and Business Development Officer Marshall Gerstein Mark J. Levin joined Marshall Gerstein as Chief Marketing & Business Development Officer in 2018, after more than 20 years in the legal industry and more than a decade in legal marketing, law firm business development, and attorney coaching. Mark leads his team to develop integrated marketing and business development plans, build the firm’s brand identity, and position Marshall Gerstein as an IP thought leader. Through his efforts to enhance client service technologies and grow the number of requests for proposals from innovators seeking IP advice, Crain's Chicago Business recognized Mark in the 2021 "Notable Executives in Marketing" list. What inspired you to pursue a career in legal sales and service? I am an attorney who didn’t enjoy practicing, so legal sales and service was a natural fit. And obviously, there is a lot more to it than that. I enjoy helping people, and I also hate seeing people struggle. There is much of the latter in law firms as attorneys work to find their fit within law and in their firms. For the vast majority of them, their first firm is not the right place, and statistics show that by the third firm (if they make it to that point), the chance of becoming a partner is exceedingly slim. Couple those statistics with the fact that nearly all attorneys are ‘type A’ personalities who have never experienced something they would consider ‘failure’ and it’s a perfect storm of pain. I co-founded a startup, The Right Profile, to help law firms hire better and law students find their fit within the legal industry. It was a long journey, one during which I ran assessments at five NFL drafts (half of our business was in professional sports). Our company was credited with helping championship teams like the New England Patriots, the Kansas City Royals, and even a South African professional rugby team called the Toyota Free State Cheetahs. That last one is a particularly nice, ‘feel good’ story of a last-place team becoming champions. I eventually exited the sports side of the business when we sold a controlling interest, but the legal side still exists and is being run by one of my former Right Profile partners. You can see more at attorneyassessment.com. We still help over 20 law schools in the U.S., Canada, and Singapore. You can also learn more about The Right Profile’s efforts to create championship teams in law firms with this brief overview in Law360. As my family grew (my wife and I have three children, ages 11, 7, and 3), the 24/7 lifestyle of a startup took too much time away from parenting. As tiring as the life of a CMBDO can be, I enjoy it much more, and it allows me more 1:1 interaction with my attorneys and firm management. I have a great firm, Marshall Gerstein, and a great team with whom I work. What is the greatest reward of being in your role? I love seeing our attorneys succeed in business development. Whether it is a multi-faceted, long-term plan to build business in a new industry, or even the slightest nudge that leads to a better interaction and outcome, I love getting the opportunity to help and see the fruits of my (and my entire team’s) labor. We do great work that helps our attorneys, grows revenue, and supports the entire firm. Can you share a memorable success story or milestone from your career? Two come to mind immediately: First, back in The Right Profile days, one of my trips to Indianapolis for the NFL draft also allowed me time to help roll out Attorney Assessment at the IU McKinney School of Law. After 20 minutes of talking students through how to read their assessments, a woman approached me after class and hugged me. Through tears, she said, “Your assessment allowed me to understand that I am different from many of my classmates and that being different is perfectly fine.” She said she never felt a fit with what everyone else in her class was looking for, and her assessment profile pointed her in a great direction. It helped her better understand herself. I still get a little teary thinking about that interaction. That hug and affirmation made years of work worthwhile. Second, I helped one of my attorneys get his first client. He struggled for years and always felt like he was just inches away from closing. We changed his pitch, focusing on the people with whom he was meeting rather than the services he could provide. He learned to listen more effectively and empathetically. And that was all natural for him – it was just hidden behind a BD veneer that he thought was necessary. Once we eliminated the veneer, success became much easier and more enjoyable. Can you share a favorite quote or mantra that guides your leadership philosophy? I have two here as well. First, my freshman-year roommate in college used to say, “I’m not here to be a role model for any snotty-nosed kids.” He used it a lot, and it took me a while to understand. In short, it was his way of saying that he would do what he thought was right - deliver bad news, do something that might disappoint someone, etc. – regardless of the fallout. Amazingly brave for an 18-year-old, and something I still appreciate and work on to this day. The second is a little more abstract. When I was in my 30s, a psychologist friend asked me how racing was going (I sail). I consistently finished near the bottom of the fleet, even winning a case of beer here and there as the ‘pickle boat’ (in other words, I came in dead last). No matter what I did, I was outmaneuvered and outthought on the course. My friend looked at me and said, “I can assure you that no one is out thinking you.” I disagreed. He asked me what it took to win, and I rattled off things like “Good tactics, a great crew, a good start.” “How about the wind?” he asked. “Of course”, I said, “you can’t sail without wind.” “Is it constant? Does everyone get the same wind?” He continued, “Mark, you are trying to control the wind and never will. Some things are just luck – just the right time and place. Sail your race and stop worrying about everyone else.” We started winning once I stopped trying to control the wind (and everyone else). We won first place in section for multiple years in a row, despite a few crew changes throughout the years. We also had a lot more fun once we changed our focus. Focusing on my race in life is equally relevant. I can only control my actions, not how others react. I can’t control the wind, and any effort trying is better spent on something else. |
| Carolyn Sandano, Owner and Principal The Law Marketing Coach and Business Development Services Carolyn Sandano is a highly engaged, experienced, hands-on business development and marketing professional and certified master coach. She maintains a proven track record in client development, marketing and sales functions for law and other professional service firms. Clients repeatedly say that her entry into their worlds is seamless, and her rapport-building skills extremely valuable in pressure-filled environments. What inspired you to pursue a career in legal sales and service? I was in legal marketing for several years, and realized that the tide was turning and law firms were beginning to take stock of how business development executives could impact behaviors and ultimately, the bottom line, of relationships with clients. I wanted to be part of revenue increases to best prove my value and be able to better measure success. And earn my keep! What is the greatest reward of being in your role? Bringing together disparate groups of lawyers or team members in pursuit of a goal, and watching them learn to work with one another very successfully. And – enjoy the process and stay connected. Can you share a memorable success story or milestone from your career? The American Lawyer was writing a lengthy article on my firm, and the Chairman ordered every partner to do their best to get the story in advance. I was friends with a wonderful colleague at AmLaw in the advertising area who allowed me a copy. Watching the face of the Chairman when I gave him the story – which quelled his anxiety – was pretty special. He told the partnership that I could work at the firm for the rest of my life. Our legal industry relationships are absolutely everything. How do you stay updated on industry trends and developments? I play close attention when I see trends starting to form – and my initial thoughts there come from four things: 1) AmLaw headlines daily for moves, trends and firm news; 2) Paying attention to who is busiest within client firms, and why /how clients are buying. Patterns are important. 3)Then I look at business papers – WSJ; NYT; The Economist and sometimes Financial Times to test my findings; 4)I talk to friends – many in LSSO – to further see if what I am intuiting may be right. What's one book, resource, or person/mentor that has had a significant impact on you? I have worked for two partners at different firms who sat squarely in the seats of their clients at all times and spoke to them like a business partner and guided them in practical ways to reach their goals. They never spoke to them like lawyer gatekeepers – quite the opposite – and clients adored them. What advice would you give to someone looking to advance their career in legal sales and service? Know what clients are buying, and figure out how you can support your firm in getting their attention in substantive and meaningful ways in an authentic voice. What is the greatest piece of advice YOU ever received? Easy. My Dad told me on the first day of my first job that corporate life would present choices in terms of morals, values and ways to treat others. He suggested I make choices that allowed me to sleep well at night. I think about that almost every day (and I sleep well! ) It would surprise people to know that… While of an Irish background, I am a citizen of Italy. What do you believe are the biggest challenges facing the legal sales and service industry today? The world is moving so very quickly. I think listening and truly hearing what another human is saying is the most in-demand skill you can have today. What does the future of the legal sales and service industry look like to you? I think we will distinguish ourselves next by being in clients’ offices and directing a large part of the sales process. How do you balance the demands of your role as with maintaining a healthy work-life balance? I spend time with those I love best. Being together is everything. Outside of work, what hobbies or interests do you enjoy that help you recharge and stay creative? I love learning and interacting with painters, artists, interior designers and anyone who listens to their inner thoughts to create beauty as only they can do. Remarkable. It allows me to tap a different part of my brain. Can you share a favorite quote or mantra that guides your leadership philosophy? Simple. Treat others in the way you wish to be treated – with respect. No matter the degree of emotions at the moment - respect always. |
| Chris Newman, Senior Director, Business Development and Client Solutions McDermott Will & Emery With a dynamic background overseeing high-performing teams focused on complex client development and marketing initiatives for AmLaw 40 global law firms, including Cravath, Ropes & Gray, Cooley and McDermott, Chris Newman brings 17+ years of experience transforming firms’ brands and generating millions of dollars in revenue through industry leading growth initiatives. Chris is currently the Senior Director of Business Development + Client Solutions at McDermott. He operates as the second most senior leader in the firm’s MCBD department that has been shortlisted for awards from The American Lawyer and Financial Times, as well as receiving LSSO’s “Law Firm of the Year” award in 2023. Chris brings a significant amount of experience developing and executing sales enablement strategies, structuring operational infrastructures, building and deploying client-facing digital products, leading large-scale teams, and delivering lucrative results in fast-paced work environments. What is the greatest reward of being in your role? Intellectual curiosity stimulation and daily opportunities to learn, teach and tackle novel needs with innovative solutions. Working in legal, especially Big Law, provides endless chances to get smarter – a motivation that has fueled my fire since I started in this industry ~21 years ago. I love the challenge of learning tough practice related subject matters and being able to have smart/savvy conversations with lawyers that help advance their thinking about go-to-market strategies, client needs and the state of the industry. I also love having opportunities to share this knowledge in the form of mentorship, serving as a sounding board for my peers, helping junior team members grow and/or influencing the industry through thought leadership and case studies.
What's one book, resource, or person/mentor that has had a significant impact on you? The Five Dysfunctions of a Team by Patrick Lencioni is one of the best books I’ve read about creating high performing teams. It’s a quick read that does a fantastic job laying out the struggles that teams often face and never address head-on to achieve the results they set out to accomplish. Lencioni conveys his holistic observations and pointed takeaways in a smart, engaging fictional story. Understanding the five pillars that tend to lead to result driven organizations is foundational guidance that you can build on in micro and macro bursts. It’s easy to overlook why teams aren’t performing and this book redefines how to evaluate those situations, generate solutions, and grow from executing them.
Can you share a favorite quote or mantra that guides your leadership philosophy? Years ago, when I was co-chair of a regional conference, the planning committee and I developed the tagline “simplify to maximize” as our theme. From the first moment I heard this three-word statement, it resonated with me and how I look at my role, my teams, the operations of a company and getting the results you desire. In an era where most people feel overwhelmed by the different paths they or their organizations can take to be successful and the constant flood of information and opinions being fed to us, sense making and simplifying our focus has never been more important. By regularly reminding myself that simplification can often lead to better focus and thus results, I feel better prepared to achieve what I want from myself and my teams. |
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| Christie Cáceres, Chief Business Development and Marketing Officer Sheppard Mullin Christie Cáceres is the Chief Business Development and Marketing Officer at Sheppard Mullin, an AmLaw 50 firm with over 1,000 lawyers. Christie has over 25 years of experience in legal marketing and oversees the firm’s BD and Marketing team which encompasses business development, marketing communications, sales, marketing technology, budgets, BD training and coaching, graphics, digital marketing, marketing programs, client feedback and client experience. What is the greatest piece of advice YOU ever received?
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