Strategy Summit 2025: Get Tools You Can Use

NCAJ will present its second Strategy Summit Oct. 23-24 at the Durham Convention Center with the support of Marquee sponsor, the Personal Injury Lawyers Marketing and Management Association (PILMMA). At NCAJ’s very popular inaugural Strategy Summit in 2024, among the standout presenters was PILMMA’s Director of Operations and Marketing Gracie Howes, who will be presenting again this year. Here she answers a few questions about PILMMA, Strategy Summit and what attendees can expect.

How long has PILMMA been doing marketing and management programs and what makes them such big draws?

PILMMA has been running legal marketing and management programs for over 15 years. We’ve had the privilege of helping thousands of law firm owners scale their practices by teaching what actually works — tested, proven strategies straight from the trenches. I think what makes these events such a draw is the community. There’s no fluff, no generic “thought leadership.” It’s real attorneys and marketing/management experts sharing real solutions, and there’s a sense of openness and generosity in the room that’s rare in this industry. Plus, we focus on both sides of the coin — marketing and management — because you can’t grow a firm with just leads or just leadership. You need both.

What is your background with marketing, and how did you come to be involved in the marketing efforts at PILMMA?

I joined PILMMA a few years ago because I believed in the mission — helping law firms build stronger businesses so they can help more people. At PILMMA, I work alongside Ken Hardison to shape and execute the marketing strategy, oversee our events and content and support our members in implementing what they learn. I’ve loved helping translate legal marketing into something that’s both powerful and practical for busy law firm owners and their teams.

You will be presenting on AI Tools for Law Firms and moderating a panel about Marketing that Moves the Needle. What can attendees expect to take away from these programs?

Attendees can expect to walk away with very specific, very actionable tools they can plug into their firms immediately. In the AI session, we’ll cover tools that help automate the business of your firm, improve content quality and save your team hours each week — without needing to be “techy.” The marketing panel is going to be fast-paced and loaded with real-world strategies that are driving growth right now for law firms of all sizes. It’s not theory. It’s the kind of stuff you’ll want to start testing as soon as you’re back in the office.

It’s a big commitment for small firm operators to take a day and a half away from the office to spend at an event like Strategy Summit. In your opinion, what makes it worthwhile?

I get it — when you’re running a small firm, it feels like stepping away for even a day can set you behind. But the truth is, taking time away from the day-to-day is what lets you work on your firm, not just in it. The Strategy Summit gives you that space, surrounded by people who are navigating the same challenges and willing to share what’s working. If you walk away with one idea that helps you bring in more cases or lead your team more effectively, the ROI is huge. And it’s not just ideas — you’re meeting potential referral partners, vendors and allies who can support your growth long after the event is over.

Marketing is part of the equation, but management is key to getting a law practice to take off as well. What management practices are you hearing are especially relevant for small firms and practitioners right now?

Right now, hiring and team accountability are at the top of the list. Firms are realizing that great marketing means nothing if your intake or operations aren’t buttoned up. So we’re seeing a lot of emphasis on clear scorecards, systems for accountability and intentional onboarding. Another big trend is creating a values-driven culture — even for smaller teams — so that everyone’s aligned and rowing in the same direction. When the right people are in the right seats, and they know what “winning” looks like in their role, everything else gets easier.