Services
FIRM Signal™ - Strategic Exposure & Readiness Assessment
The legal industry is being reshaped faster than most firms are prepared to acknowledge and most firms can’t yet say, in plain numbers, how exposed they are or how ready they are to respond. AI is only one part of the story. A FIRM Signal™ diagnostic pinpoints a firm's exposure to outside disruptions on 10 dimensions, and creates a roadmap to success. Learn More.
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 Strategies for Legal Tech Vendors and Service Providers
Go-to-Market Strategies for Legal Tech Vendors and Service Providers
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.
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
