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.
The best client service is not measured in response times or giving lawyers just what they ask for.
Instead, Axis teaches marketing and BD teams to understand what lawyers hope or expect to achieve. Then, we train on how to satisfy individual lawyers and groups while protecting and advancing the law firm's interests.
With Axis, professionals and teams create time and space to think, anticipate, influence, and disrupt.
The result is a whole different understanding of what it means to serve—and how.
Grow.
With frameworks and skills to inform and guide client service, Axis brings unique professional development experiences to law firms.
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Individuals grow as leaders and service providers.
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Teams grow as collaboration centers.
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Lawyers and firms experience growth through reimagined service and support.
Everyone wins.
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.
