The Legal Marketing Innovation Academy is a cohort-based certification program for marketing and BD leaders at AM Law firms. Small groups. Live sessions. Real deliverables. Every participant graduates with a multi-year transformation roadmap and a certificate of completion.

LMIA CURRICULUM

Unit 1 : Introduction to Digital Marketing

• Overview of trends in legal marketing technologies

• High-level exploration of key technologies: CRM, ERM, DAM, CMS

• Syllabus and assignments overview

• Team formation and initial assignment

Unit 2: Digital Maturity Assessment

• Introduction to Digital Maturity Model

• Self and team evaluations of digital marketing maturity

• MarTech Stack Diagram assignment

• One-on-one feedback on your scores

Unit 3: Tools for Effective MarTech Management

• Setting goals and using project management tools (Agile, Kanban, SIPOC)

• Exercises in stakeholder communication and buy-in strategies

• Roadmap framework and problem-solving workshops

• Software Selection Best Practices:

  • Analyzing technology fit and prioritizing target areas

  • Research tools and methods for vendor selection

  • Developing RFPs/RFIs and managing vendor demos

  • Contract negotiation strategies

Unit 4: Marketing and Business Development Strategies

• Key Business Processes

• Business Planning and Targeting

• Lateral Integrations

• Client Intelligence

• Client Service Teams

• Client Feedback

• Client Health Measures

• Financial Measures

• Content Strategy

Unit 5: Core Technologies

• CRM and ERM

• Data architecture, quality and enrichment

• Data governance fundamentals

• Analytics and data warehouses/lakes

• Maximizing existing tools and best practices

• Overview of market trends

• Current and future opportunities to leverage AI

• System migration strategies and change management

Unit 6: Pitch, Proposal Submissions and Experience

• Fundamentals of high-performing experience management programs and team structures

• Experience data strategy, governance, and best practices for driving business development

• Methods for crafting compelling matter narratives and proposal content

• AI and automation tools for experience capture and proposal generation

• Practical roadmap for modernization and driving adoption

IRL Scenarios

Our IRL video series features candid interviews with senior marketing, BD, and technology leaders at AM Law firms — sharing what actually works, what doesn't, and what they wish they had known earlier. Our series delves into three crucial areas:

Discover how industry leaders navigate essential functions like business development, competitive intelligence, and pitch generation. Learn best practices for experience management, website development, and campaign execution. Gain insights into building effective sales teams that drive firm growth.

Gain valuable perspectives from senior leadership. Hear directly from COOs, CIOs, CMOs, and CFOs as they share their vision for marketing's role in firm success. Understand how to align your strategies with high-level organizational goals and drive change from within.

Explore the art of cross-departmental collaboration. Our experts reveal strategies for seamless integration with procurement, IT, business development, pricing, and finance teams. Understand how breaking down silos can lead to more efficient and innovative marketing initiatives.

Understanding Key Business Processes

Working Across Functions

Views from the Top

• Implementing cutting-edge business development programs for lawyers

• Leveraging data for effective BD and pitching

• Navigating the challenges of new system adoption and training

• Creating impactful reports that demonstrate marketing's value

Whether you're a seasoned professional or new to legal marketing, our IRL series offers practical insights to help you innovate, collaborate, and excel in this dynamic field. Join us as we uncover the strategies and experiences that are shaping the future of legal marketing.

Through these real-life stories, you'll gain actionable knowledge on:

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Final Presentation, Certification and Feedback

• Development of a 3-5 year MarTech roadmap

• Final cohort presentations and personalized feedback sessions

Additional Resources We Provide:

• A Marketing Technology Maturity Assessment

• Access to rich library of resources, templates, and guides

• Network with like-minded professionals

• A Legal Marketing Innovation Academy certification

Meet the Instructors

The success of any educational endeavor lies in the expertise of its instructors. At the Legal Marketing Innovation Academy, you will learn from industry leaders who have spearheaded digital transformations at top law firms.

Their extensive experience covers comprehensive digital maturity assessments, advanced CRM and ERM applications, and innovative content strategies that have significantly increased client engagement and revenue.

Michelle Woodyear

Djibril Anthony

Legal Marketing Innovation Academy

Tuition:
$4,325*
*Organizational/group pricing available.

Course Format:

• Seven (7) live virtual sessions with on-demand recorded content available

• Seven (7) focused office hours sessions for strategic planning, concept deep-dives, and technical guidance with industry experts

• Private coaching session with the instructors for personalized guidance and feedback

• Over 25 templates, guides, PDFs, and pertinent resources

When: Spring 2026

Register Today!

Email InnovationAcademy@mountinsights.com to Schedule a Call with Academy Course Directors