eLEARNING

AALL 2021 Virtual Competitive Intelligence Foundations

Includes a Live Event on 11/09/2021 at 11:00 AM (CST)

  • Register
    • Non-member - $549
    • Individual Member - $349
    • Student Member - $349
    • Retired Member - $349

Converting Insights into Action

Competitive intelligence (CI) is quickly becoming one of the must-have skill sets at many organizations. Be the person who defines, gathers, analyzes, and distributes intelligence about products, customers, and competitors at your organization. The 2021 Virtual Competitive Intelligence Foundations course, to take place November 9–10, 2021, is designed to prepare professionals to establish a CI function in their organization, and to create processes and learn effective analysis frameworks to maintain it. Attendees will also learn practical tips and tricks for implementing and leveraging a competitive analysis competitor program within their organization for better marketing, account management, and other firm processes and strategic initiatives. Attendees will have the opportunity to network with other professionals, engage in live Q&A discussions, and receive CI templates to help get started in implementing a CI function in their own organization.

TOPICS:

  • Competitive Intelligence Applied to the Legal Marketplace
  • Competitive Intelligence Concepts and Methodology
  • Competitive Intelligence Analysis Process and Framework: Leveraging CI Information for Action
  • Establishing, Organizing, and Implementing a Competitive Intelligence Function
  • Integrating Competitive Intelligence into Strategic Practice and Goals

WHO SHOULD ATTEND: Law librarians and legal information professionals seeking to learn how to build a competitive intelligence strategy at their organization; upon completion of the program, attendees will have concrete tools and steps for practicing and advocating for CI at their institutions.   

FACILITATOR:

  • Patricia Ellard, Director of Client Care Analytics & Service Design / Troutman Pepper

MEMBER COORDINATORS FROM AALL'S PRIVATE LAW LIBRARIANS & INFORMATION PROFESSIONALS SPECIAL INTEREST SECTION’S COMPETITIVE INTELLIGENCE GROUP:

  • Mark A. Gediman, Reference Librarian / Alston & Bird LLP
  • Caren Z. Luckie, Research Attorney / Jackson Walker LLP
  • Kevin Miles, Manager of Library Services / Norton Rose Fulbright
  • Julia E. Stahl, Research Services Manager / Akerman LLP
  • Liz Whittington, Senior Competitive & Strategic Intelligence Analyst / K&L Gates

Panelist information will be available soon.

AALL BODY OF KNOWLEDGE DOMAINS: Professionalism + Leadership At Every Level, Management + Business Acumen

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REGISTRATION AND CANCELLATION POLICY:

Participation is limited for this event. CI Foundations will be held online with live facilitated sessions, scenarios, and group breakouts November 9 from 11:00 a.m. to 3:30 p.m. (CST) and November 10 from 11:00 a.m. to 3:00 p.m. (CST)View the agenda. The sessions will not be recorded.

The discounted price for AALL members is $349 ($549 for nonmembers) through the registration deadline of November 5, 2021. Those who attend will receive a course certificate.

You may cancel in writing by November 5, 2021 to elearning@aall.org. You will be refunded your registration fee minus a 15% administrative charge. Cancellation requests received after the deadline will not be eligible for a refund. No-shows will not be eligible for a refund. If you have any questions, please contact elearning@aall.org for more information.

By attending the program, you agree that AALL, its employees, contractors, and volunteers, may photograph, videotape, or audiotape you during the program (for access by attendees). Your photo, video, audio, likeness, or image may be used by AALL for promotional or related purposes with no remuneration to you. Attendees are expected to follow the rules outlined in AALL's Meetings and Events Code of Conduct.

Please contact AALL at elearning@aall.org by October 25, 2021 to request live captioning services.

Facilitator: Patricia Ellard, Director of Client Care Analytics & Service Design, Troutman Pepper LLP

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Patricia Ellard is a seasoned competitive intelligence (CI) professional, with more than 20 years of experience in law and consulting firms. A highly inquisitive person with a passion for exploring, she has a strong focus on collecting and analyzing data, now focused on internal client data. Ellard combines data and competitive intelligence tactics to create reports that help identify gaps in clients’ legal needs and uses evidence-based data to help inform decision-making at her firm. She has found that working collaboratively with lawyers and firm management is key to understanding market and competitor dynamics and is the foundation for successful competitive intelligence.



COMPETITIVE INTELLIGENCE APPPLIED TO THE LEGAL MARKETPLACE

Coordinator: Caren Z. Luckie, Research Attorney, Jackson Walker LLP

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Caren Luckie is a research attorney in the Houston office of Jackson Walker LLP with over 25 years of experience. As a research attorney, Luckie oversees all aspects of library and research services necessary to support legal advising and decision-making. In her practice, she provides online and manual research assistance for all attorneys, paralegals and staff, preparing competitive intelligence and business development reports, monitoring online legal and business resources, and identifying new and appropriate technology for current awareness. She received her MLIS from the University of Texas at Austin, her JD from the University of Houston Law Center, and her BA from Mount Holyoke College.


Speaker: Samantha Callahan, Business Development Specialist for Litigation, Willkie Farr & Gallagher LLP
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Samantha Callahan is the business development specialist for litigation for Am Law 50 firm Willkie Farr & Gallagher LLP, where she provides business development and competitive intelligence strategies and research for the firm’s litigators. Previously, she served as the sole competitive intelligence analyst for 700+ attorney firm Dinsmore & Shohl LLP. She began her legal marketing career at Pittsburgh-based Buchanan Ingersoll & Rooney and has experience in the insurance, financial services, and education industries. She received her BA in psychology from the State University of New York (SUNY) at Albany.



Speaker: Barbara Bell Malin, Chief Business Development and Marketing Officer, Jackson Walker LLP
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Barbara Bell Malin is chief business development and marketing officer at Jackson Walker LLP. In her role, she oversees the development and implementation of the firm’s competitive and business intelligence initiatives. Malin's legal and business background include substantial expertise in strategic planning, development, marketing, and financial management. She works with the firm’s more than 400 lawyers and an internal business development and marketing team of 15 professionals to identify client needs and develop effective and innovative solutions to those needs. Before coming to Jackson Walker, Malin was a practicing attorney. She received her JD from Southern Methodist University and her BA in Commerce & Business Administration with a major in Accounting from the University of Alabama.

Speaker: Emily Rushing, Director of Competitive Intelligence, Haynes & Boone, LLP
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As the director of competitive intelligence for Haynes and Boone LLP, an AmLaw 100 firm, Emily Rushing leads CI, CRM, Library, and Technology teams in developing information to support client service, firm strategy, competitor and market analysis, lateral recruitment, client service initiatives, and new business development. Her team is responsible for the creation, deployment, and administration of new technologies and resources to provide legal information and market, client, and competitor intelligence.




COMPETITIVE INTELLIGENCE CONCEPTS AND METHODOLOGY

Coordinator: Kevin Miles, Manager of Library Services, Norton Rose Fulbright US, LLP

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Kevin Miles is the manager of library services for Norton Rose Fulbright US, LLP in Dallas, Texas. Miles is also co-chair of AALL's Competitive Intelligence Caucus and is the author of several Practical Competitive Intelligence columns in AALL Spectrum.




Speaker: Grant Keyes, Competitive Intelligence Manager, Haynes & Boone, LLP
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Grant Keyes is the competitive intelligence manager for Haynes and Boone LLP in Dallas, Texas. Prior to joining his firm five years ago, he worked as a director of research at an engineering firm.





Speaker: Jim Currie, Competitive Intelligence Manager, Norton Rose Fulbright US, LLP
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Jim Currie is the competitive intelligence manager for Norton Rose Fulbright US, LLP in New York, New York. He has been the manager since 2008.





COMPETITIVE INTELLIGENCE ANALYSIS AND FRAMEWORK: LEVERAGING CI INFORMATION FOR ACTION

Coordinator & Speaker: Mark A. Gediman, Reference Librarian, Alston & Bird LLP

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Mark Gediman is passionate about competitive intelligence (CI) and is an experienced public agency and environmental researcher. He writes and presents regularly on CI, research, and library management issues for the Ark Group, AALL, Legal Marketing Association, and the Special Libraries Association. Gediman is a contributing author to multiple Ark Group publications and articles in AALL Spectrum, Practicing Law Management Week, Paralegal Today, and Facts & Findings - The Magazine of the National Association of Legal Assistants. When not writing, he enjoys watching Star Trek and enjoying sunsets at the beach with his family.



ESTABLISHING, ORGANIZING, AND IMPLEMENTING A COMPETITIVE INTELLIGENCE FUNCTION

Coordinator: Julia E. Stahl, Research Services Manager, Akerman LLP

More information coming soon.


INTEGRATING COMPETITIVE INTELLIGENCE INTO STRATEGIC PRACTICE AND GOALS

Coordinator & Speaker: Liz Whittington, Senior Competitive & Strategic Intelligence Analyst, K&L Gates LLP

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Liz Whittington is a senior competitive & strategic intelligence analyst and founding member of the CI team at K&L Gates LLP. Prior to her current role, she was a law librarian with the firm. Whittington has nearly 20 years’ research experience in AmLaw 200 firms in Pittsburgh and New York. She received her BA and MSLIS from Florida State University. 




Speaker: Stephanie Goodson Dooley, Senior Competitive & Strategic Intelligence Manger, Client Growth - Market Development, K&L Gates LLP
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Stephanie Dooley is senior competitive intelligence manager for K&L Gates. In this role, she works closely with firm leadership across the platform to drive strategy and increase growth for the firm and its clients. During her 25-year career in the legal field, Dooley has worked in law schools and private law libraries, and is now part of K&L Gates’ global business development team where she founded the firm’s first CI function. In recent years, she was a presenter at ARK Group’s Competitive Intelligence in the Modern Law Firm seminar and a panelist on ILTA’s Cool Tools for Competitive Intelligence webinar. Dooley has a B.A. from University of Miami, an M.S. from Florida State University, and certificates from The Fuld Gilad Herring Academy of Competitive Intelligence, The Tilt Institute, Cornell. She is also a Lean Six Sigma Yellow Belt. 

Key:

Complete
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AALL 2021 Virtual Competitive Intelligence Foundations: Day 1
11/09/2021 at 11:00 AM (CST)   |  270 minutes
11/09/2021 at 11:00 AM (CST)   |  270 minutes
AALL 2021 Virtual Competitive Intelligence Foundations: Day 2
11/10/2021 at 11:00 AM (CST)   |  240 minutes
11/10/2021 at 11:00 AM (CST)   |  240 minutes
AALL 2021 Virtual Competitive Intelligence Foundations Certificate
No credits available  |  Certificate available
No credits available  |  Certificate available

Tuesday, November 9 / 11:00 A.M.–3:30 P.M. CST

WELCOME – 11:00–11:20 A.M. CST

  • Facilitator: Patricia Ellard, Director of Client Care Analytics & Service Design / Troutman Pepper

Competitive Intelligence Applied to the Legal Marketplace – 11:20 A.M.–12:20 P.M. CST
1. Participants will be able to distinguish between CI reports for business and those used in law firms, and identify the differences.
2. Participants will learn how law firm CI can prepare an attorney to meet with a client at any stage in the relationship.

  • Coordinator: Caren Z. Luckie, Research Attorney / Jackson Walker LLP
  • Speaker: Samantha Callahan, Business Development Specialist for Litigation / Willkie Farr & Gallagher LLP
  • Speaker: Barbara Bell Malin, Chief Business Development and Marketing Officer / Jackson Walker LLP
  • Speaker: Emily Rushing, Director of Competitive Intelligence / Haynes & Boone, LLP

BREAK – 12:20–12:30 P.M. CST

OBSERVATIONS – 12:30–12:40 P.M. CST

Competitive Intelligence Concepts and Methodology – 12:40–1:40 P.M. CST
1. Participants will learn basic CI concepts.
2. Participants will learn three useful CI methodologies.

  • Coordinator: Kevin Miles, Manager of Library Services / Norton Rose Fulbright
  • Speaker: Grant Keyes, Competitive Intelligence Manager / Haynes & Boone, LLP
  • Speaker: Jim Currie, Competitive Intelligence Manager / Norton Rose Fulbright

BREAK – 1:40–1:50 P.M. CST

OBSERVATIONS – 1:50–2:00 P.M. CST

Competitive Intelligence Analysis Process and Framework, Leveraging CI Information for Action – 2:00–3:25 P.M. CST
1. Participants will be able to convert research information into analysis using vendor-provided and in-house resources.
2. Participants will learn what analytical techniques can best communicate the information to their audience.
3. Participants will be able to use internal context to prepare actionable analysis.

  • Coordinator & Speaker: Mark A. Gediman, Reference Librarian / Alston & Bird LLP

OBSERVATIONS / ADJOURNMENT FOR THE DAY – 3:25–3:30 P.M. CST


Wednesday, November 10 / 11:00 A.M.–3:00 P.M. CST

WELCOME BACK – 11:00–11:20 A.M. CST

  • Facilitator: Patricia Ellard, Director of Client Care Analytics & Service Design / Troutman Pepper

Establishing, Organizing, and Implementing a Competitive Intelligence Function – 11:20 A.M.–12:20 P.M. CST
1. (Takeaways coming soon.)

  • Coordinator: Julia E. Stahl, Research Services Manager / Akerman LLP
  • (Additional panelists coming soon.)

BREAK – 12:20–12:30 P.M. CST

OBSERVATIONS – 12:30–12:40 P.M. CST

Integrating Competitive Intelligence into Strategic Practice and Goals – 12:40–1:40 P.M. CST
1. Participants will discuss ways to align their CI practice with their firm’s goals. 
2. Participants will identify the types of analysis that translate to firm opportunities and growth.

  • Coordinator & Speaker: Liz Whittington, Senior Competitive & Strategic Intelligence Analyst / K&L Gates
  • Speaker:  Stephanie Goodson Dooley, Senior Competitive & Strategic Intelligence Manger, Client Growth - Market Development / K&L Gates

BREAK – 1:40–1:50 P.M. CST

OBSERVATIONS – 1:50–2:00 P.M. CST

Tying It All Together – 2:00–3:00 P.M. CST