Why Joining (and Leading) Industry Associations Matters

For years, I’ve advised lawyers and fellow legal marketers to get involved with appropriate industry associations. Why? Because they put you in the room with the people you want to work with and learn from. They’re not just events to attend or places to collect CLEs, they’re communities that can help you, they’re communities that can help you learn, grow and open doors you didn’t even know existed.

Personally, I wouldn’t be where I am today without the network I built over nearly 20 years in law firm life, most of it through the Legal Marketing Association. It’s the organization that shaped my career, connected me with mentors, collaborators, and clients, and gave me the tools I needed to succeed as both a marketer and a consultant. And while I’ll always fly the LMA flag, I have to say that the Legal Sales and Service Organization (LSSO) has also become a meaningful community for those of us focused squarely on business development.

But it’s not just about just joining these organizations, it’s about joining with the intention to lead. Taking on leadership roles allows you to demonstrate your work ethic, reliability, and the unique perspective you bring to the table. When you lead, you don’t just show up, you stand out. You become the person others turn to, trust, and remember.

If you’re looking for a way to raise your profile and grow your practice, look to the associations where your clients and peers already spend their time. And then ask yourself: Are you showing up there, too?