Deb McMurray

Executive Director – MillsWyck Communications

Deborah McMurray is founder, CEO and Strategy Architect of Content Pilot LLC, a strategy, design, content and technology company. A former law firm CMO, Deborah and her team represent the largest global law firms, regional powerhouses and high performing local boutiques in the design and launch of websites, proposal centers, experience databases and other marketing technology tools. Content Pilot is also hired to overhaul content strategies and work with firms and practice/industry teams on strategic positioning/branding initiatives. In 2008, she was inducted into the Legal Marketing Association’s Hall of Fame, and in 2007, was elected as a Fellow in the College of Law Practice Management. In 2013, she was on the inaugural list of National Law Journal’s “2013 Top 50 Legal Business Trailblazers & Pioneers.” Deborah is the co-author of four ABA books, with her latest released in 2017: “The Lawyer’s Guide to Marketing on the Internet, 4th edition.”  Read her Law Firm 4.0 Blog and follow her on Twitter at @ContentPilot, and on LinkedIn.

2020 Next Big Thing: Service Metamorphosis 2.0 – What Clients Want

In 2019, the Next Big Thing defined and structured Service Metamorphosis 1.0 – Driving Performance Improvement. A cornerstone of 1.0 was establishing the four stages of “Service Metamorphosis” and designing a comprehensive assessment tool so firms could analyze where they fall within the four stages. It was focused on how to build or improve your law firm’s service ethic and culture – and how to make it more measurable, accountable and predictable to your clients.

In 2020, we are doubling-down on “Driving Performance Improvement,” and are focusing on “What Clients Want.” The only way for service to drive law firm performance improvement is to rethink, redesign and restructure the delivery of legal services based on how clients want them delivered. The solution-finding and pathway to improvement must be collaborative or the universal areas of difficulty for law firms will impede your progress and potentially sabotage your client relationships.


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