{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Overruled by Data","title":"What Happens to Marketing When Law Firms Deploy a Lakehouse?","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/20da2ba7\"></iframe>","width":"100%","height":180,"duration":2501,"description":"What actually happens to marketing when a firm's data lives in a central lakehouse instead of a stack of disconnected systems? \nIn this episode, Jason Kennedy, CEO of Choate Frazier, makes the case that modern legal marketing requires a marketer who can speak the language of IT, knowledge management, and innovation.  Jason shares his journey from CMO to marketing ops to data strategist at Holland & Knight, and breaks down how Big Law firms are rethinking their MarTech architecture to move past fragmented spreadsheets and second copies of the truth. He argues that you can’t prove marketing value when your team spends all its time putting out data fires. That philosophy shapes everything from how firms evaluate CRM options across the Am Law 200 to why headless CRM is gaining traction. \nHe explains why lakehouse architecture gives marketing unfettered access to governed firm-wide data, why data silos are giving rise to expensive AI sprawl, and why finding your North Star is key to earning a seat at the table. Jason also gets honest about why measuring ROI is so hard when partners act as the sales force, and how data helps you tell a partner why a prospect is a waste of time.\nTimestamps:(00:00) Intro(01:51) The struggle to define marketing ROI in professional services(02:46) Discovering the power of legal data(04:03) Crash course in data architecture at Holland & Knight(06:54) What is a data lakehouse architecture?(08:52) Differences between a data lake, warehouse, and lakehouse(10:19) Why traditional CRMs become a second copy of the truth(12:49) The reality of being data-driven in Big Law marketing(25:36) Evaluating the Am Law 200 CRM landscape(29:19) Exploring headless CRM options in legal tech(34:49) Avoiding the hidden trap of AI sprawl across MarTech(37:16) Practical first steps for data-driven marketing\nConnect with our guest:Jason Kennedy on LinkedIn: https://www.linkedin.com/in/jmkennedy/ Learn more about Choate Frazier: https://www.choatefrazier.com/\nConnect...","thumbnail_url":"https://img.transistorcdn.com/FPMBB4UjlZVos_mJF3K_uQ5W3HhTTfc1WCc76gk2MUA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS81NDM3/N2Y5MTE3NDQ5NmYy/ZjYzNzM4ODhjMDFh/MjI2Yi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}