#LMA22 Preview: How to Stop Random Acts of Technology

#LMA22 Preview: How to Stop Random Acts of Technology

By Rachel Shields Williams
March 02, 2022 | 2-minute read
Technology Management Website Management Analytics and SEO Communications Software and Platforms Content Type Article
Marketing Management & Leadership
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The Annual Conference Advisory Committee (ACAC) has been hard at work, putting together insightful content for LMA’s Annual Conference at the Aria Resort and Casino in Las Vegas (March 21-23). ACAC member Rachel Shields Williams had the opportunity to sit down with two speakers, Ann Meyer (Fisher Phillips) and Gordon Braun-Woodbury (Calibrate Strategies), about what attendees can expect from their session “What Are We Solving For? How to Stop Random Acts of Technology,” in which they will discuss the business problems technology is supposed to address, how to evaluate a current MarTech stack and more.

Who should attend this session?

While preparing for our session, we found an interesting statistic from Gartner’s 2020 report on marketing technology: “Marketers at 367 large corporations believe they are using less than two-thirds of their MarTech stack’s capability.” This session is designed for leaders who want to get more out of their legal marketing technology but are not sure how to do so. This program will also be helpful to marketing leaders who are struggling to understand where to start in improving their organizations’ marketing technology.

What will attendees take away from your session?

Attendees will have a framework for thinking through the real business problems that can be solved by marketing technology — how to understand and leverage your existing technology, how to change your technology without starting over and why random acts of marketing technology are so common.

What is an example of a random act of technology, and what are other common technology misconceptions in a law firm?

When we talk about random acts of technology, we are referring to purchasing technology without thinking about how it will be deployed or interact with your current systems, as well as purchasing without talking to users to establish their real-life needs from a new system. We’re also referring to the most common act, “the shiny object syndrome,” in which a firm buys a platform based on cool features, rather than a realistic analysis of requirements.

A common misconception is that a single product will solve all of your use cases, or that buying the latest technology will solve a problem. You often need to look at people, processes and data before deploying a tech solution.

Dive Into More Technology Management Content at #LMA22

The 2022 LMA Annual Conference program has been strategically and thoughtfully developed to help you stretch beyond your current mindset, skillset and thinking — what you'll need to succeed in 2022 and beyond. With over 25 sessions from dozens of high-impact speakers, including keynotes Richard Susskind and Daniel Susskind, #LMA22's educational lineup has unmatched educational content for legal marketers and business development professionals. Click here to learn more about the LMA Annual Conference and register.


Rachel Shields Williams
Sidley Austin LLP

Rachel Shields Williams is a director, knowledge management at Sidley Austin LLP. In her current role with the organization, she blends her 15 years of marketing and business development experience with her passion for technology. She helps helps lawyers and marketers understand how they can apply technology to their business development and marketing activities in order to increase their effectiveness, operational efficiency and get results. She is also a past president of the LMA Mid-Atlantic Region and serves on the International Legal Technology Association (ILTA)’s Program Planning Council.