Services
AI Exposure & Readiness Advisory
Strong numbers this year don't mean a firm is safe from what's coming. I run a diagnostic that shows leadership exactly how exposed their firm is to AI-driven disruption — and, the harder question, how willing they actually are to do something about it. Most firms aren't short on intelligence. They're short on willingness. That's the gap I close.
Fractional CMO / CBDO
Not every firm needs — or can justify — a full-time marketing and BD leader. I step in at the senior level: strategy, infrastructure, coaching, execution. Same accountability as a full-time hire, without the full-time overhead.
Go-to-Market for Legal Tech
Go-to-Market for Legal Tech
Legal tech companies build great products and then struggle to sell them to lawyers, who buy differently than everyone else. I've sat on the law firm side for 25+ years. I know what actually gets a firm to yes — and I help legal tech and ancillary legal businesses build go-to-market strategy that works inside how law firms really operate.
Biography
Heather Morse
I've spent close to three decades inside law firms, learning how the business of law actually runs — and pushing it to run on data, not gut feel. This past year, I've been all-in on one question: what does AI — generative and agentic — mean for the law firm? My answer so far: this is a disruptor unlike anything the profession has faced.
That question now sits at the center of my practice. I work with law firm leadership to assess their exposure to AI-driven disruption, their willingness to act on what they find, and what it will take to succeed in what comes next. I also step in as a fractional CMO/CBDO for firms that need senior marketing and BD leadership without a full-time hire, and advise legal tech and ancillary legal businesses on go-to-market strategy — built on decades spent on the buying side of exactly the tools they're selling.
My reputation in the industry: I notice problems people miss, think differently about the solutions, and say so. I've worked with firms of every size, from regional boutiques to AmLaw 100s, spending 25+ years building and running the marketing and business development functions that turn strategy into revenue.
I'm a frequent author, speaker, and interview subject on a wide range of issues shaping the business of law. A Fellow of the College of Law Practice Management since 2018, I hold a certification in behavioral economics from the Legal Lean Sigma Institute and recently completed Vanderbilt's program on generative AI and organizational strategy. I write about all of it, unfiltered, at The Legal Watercooler.
I live in New Orleans with the Sports Dude, our two doodles, Max and Clouseau, having launched two productive adults who love to travel and visit often.
Recent Thought Leadership
Speaking Engagements & Articles (2016 - Present)
- Author, The Warning Sign That Isn’t on the List … Yet. How to know when your AI plan needs to be revisited, Law.com Mid-Market Report, July 31, 2026 (subscription required) or read here
- Moderator: From RFP to ROI: The Modern Law Firm CRM Journey, 2026 LMA Tech West by Southwest, October 2026
- Co-presenter: Casting a Wider Net: Rethinking Demand Generation for Mid-Law Business Development Teams, The 33rd Annual Chief Marketing & Business Development Officer Forum, January 21, 2026
- Co-Presenter: Baton Rouge-New Orleans Driving Change: CMOs on the Technological Frontlines of Legal Marketing, Legal Marketing Association, June 4, 2025
- Co-Presenter: Driving Growth Mindset Across Your Firm: Strategies for Transformation, Legal Marketing Association, January 29, 2025
- Interview and Quoted: On Leadership, Personal Branding, and Content Strategy, JD Supra Office Hours, September 23, 2024
- Panelist: 2024 Summer Reboot Camp, Answering Legal, August 13, 2024
- Co-presenter: Using the C.O.P.E.S. Approach to Maximize Your Content Reach, Lawline, September 22, 2022
- Podcast: How To Differentiate Yourself and Your Law Firm as a Legal Marketer with Heather Morse, Furia Rubel PR, recorded March 27, 2020
- Quoted: The Value of the C-Suite in the Law Firm Setting, Susan C. Freeman, Jaffe PR, November 28, 2018
- Quoted: Is Outside Ownership of Law Firms Picking Up Steam? The American Lawyer, August 30, 2018
- Co-Author: An open letter to potential law students: Know the truth, ABA Journal, August 13, 2018 (Co-Authored with Nichole Black)
- Panelist: Developing an Integrated PR and Marketing Strategy, Legal Marketing Association, Los Angeles, May 24, 2017
- Co-Presenter: Generational Marketing: Strategies and Tactics for Engaging Different Generations, Association of Legal Administrators Annual Conference, April 3, 2017
- Co-Presenter: The Generational Divide: Strategies for Leveraging Talent at all Levels, Legal Marketing Association, Kansas City, MO., November 17, 2017
- Quoted: The generation divide between law firms and clients, Sandra Rubin, Lexpert, April 25, 2016
Professional Recognitions, Certificates, Activities
Professional Recognitions and Certifications
· Generative AI & AI Agent Organizational Strategy for Leaders, Vanderbilt University (May 2026)
· Behavioral Economics, Certification, Legal Lean Sigma Institute (2025)
· Task Force Member, Access Through Innovation of Legal Services, State Bar of California (2018-2020)
· Fellow, College of Law Practice Management (Class of 2018)
· Legal Lean Sigma, Yellow Belt Certificate (2016)
· Smith-Bucklin Leadership Institute (2014)
Legal Marketing Association
International Association: Chair, Nominations and Elections Task Force (2013-2015); Co-Chair, Technology Committee (2014-2015); Board of Directors/Member-at-Large (2012-2013); 2011 Annual Conference Advisory Committee; Board of Directors/Member-at-Large (2005-2006); Chair, Special Interest Groups Task Force (2004); Member, Chapter Presidents Committee (2003); Member, Education Committee (2001-2002); Member, Dues Restructuring Task Force (2001).
Contact
Questions?
For more information or to reach me directly, please drop me a line.
Heather Morse Advisory LLC
