ILTA Voices #0018: (CCT) Cracking the Code: Understanding and Applying the new LMA Body of Knowledge in Legal Marketing
May 9, 2024
Holly Amatangelo, Education Director for the Legal Marketing Association, discusses the new LMA Body of Knowledge, a pivotal resource defining essential skills for legal marketers. Paul Bonner, Senior Director at Venable LLP, shares insights on how it fosters collaboration across different departments. They highlight the BoK's evolution in response to industry shifts like specialization and technology. Exploring its development process and practical application, they emphasize the importance of continuing education in legal marketing.
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BOK Establishes Legal Marketing Standards
- The LMA Body of Knowledge (BOK) defines core skills across six domains to legitimize legal marketing as a profession.
- LMA maps all professional development and education to the BOK as a foundational, evolving resource.
Use BOK As A Practical Roadmap
- Use the BOK as a roadmap to understand marketing roles, skills, and how colleagues can contribute to cross‑functional projects.
- Leverage it for recruiting, skill gap analysis, and guiding strategy at all career stages.
BOK Is A Living, Forward‑Looking Resource
- The BOK is treated as a living document updated regularly to reflect industry change and future needs.
- The third edition added 40+ competencies and 425+ skills after extensive SME review.
