about
axis philosophy
Lead.
Legal marketers are creative, critical thinkers. So why do so many feel like order takers inside law firms?
Because when lawyers act as experts and firms lack strategy, marketers don't always know how best to lead.
To address this, Axis helps marketers:
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Own their expertise.
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Develop empathy for lawyers (a game changer).
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Increase their confidence through proven client service skills.
Serve.
Business development is relationship development. When lawyers start there, the mechanics of how to develop business become clearer, faster.
Axis helps lawyers build relationships through a service, rather than sales, mindset.
As lawyers gain new skills to help clients and prospects, diverse opportunities and possibilities emerge, and next steps become intuitive and achievable.
Grow.
When internal client service and external business development align, everyone wins.
Axis transforms client service inside law firms and demystifies business development outside them.
For marketers and lawyers alike, the results lead to compelling, sustainable new habits and long-term success.
direction
development
growth
Axis unites marketers, lawyers, and management teams in a deeper understanding of how to elevate marketing and business development efforts in law firms. It starts by empowering marketers to go farther in their client service delivery, from junior coordinators to CMOs.
Results include greater creativity and impact in marketing and business development efforts, increased lawyer confidence in in-house teams, more value for firms' investments in marketing and business development, and higher revenue.
Matt Plavnick
Chief Inspiration Officer
Matt Plavnick helps marketing and business development professionals, lawyers, and law firms connect with target audiences to deliver excellent service, earn new business, and grow revenue. Since 2010, Matt has brought marketing and business development inspiration to clients ranging from nationally recognized boutiques to Am Law 10 firms.
Curious by nature (he once spent a winter in Antarctica!), Matt is fascinated by how clients buy and lawyers sell, and closing the gap between the two. He loves to ask questions to reveal new opportunities and uncover marketers' and lawyers' unique advantages. Matt prioritizes critical thinking and creativity in client service.
A leader in the Legal Marketing Association, Matt has served in national, regional, and local roles. He presents frequently at LMA and on other stages. Matt serves on the board of directors for the Miners Alley Performing Arts Center. He lives in Colorado with his wife, two daughters, and rescue pup, Shiloh.
