Anna Hedgepeth’s professional journey is driven by a fervent commitment to the intersection of business and law. With a solid foundation in legal education, coupled with her extensive background in development and marketing, Anna has adeptly woven these facets into a cohesive strategy that places clients at the forefront, fostering a culture of teamwork within the firm. Central to her career is an understanding of the intricate dynamics between client needs, business development, and strategic growth. Her hallmark lies in translating ideas into actionable plans, leading to tangible growth and positive shifts in organizational culture.

As Cranfill Sumner’s first Chief Strategy Officer, Anna plays a pivotal role on the firm’s Management Committee, where she oversees not only strategic initiatives but also heads the business development and marketing team. Her tenure at the firm has been marked by various roles, with her most recent position as the Director of Strategy & Business Development, where she spearheaded the formation of The Strategic Planning Committee, implemented a business development coaching program, and introduced client value-add initiatives, including comprehensive training programs.

Anna actively engages with both her professional and local communities. Serving on the Legal Marketing Association Southeast (LMASE) Regional Board of Directors, she contributes to regional programming and previously chaired the LMASE Regional Conference in Nashville, TN, in 2023. Her involvement extends to the local community, where she has chaired the Legal Marketing Association’s Raleigh City Group and serves on the advisory board. Anna’s commitment to community service is further evident in her roles on the Helton Scholar Endowment Fund Committee for the WakeMed Foundation and as a former Board Member of the Triangle Literacy Council.

Anna’s accomplishments have not gone unnoticed, earning her a place on the esteemed “40 Under 40” list by the Triangle Business Journal in 2023. Additionally, her commitment to Cranfill Sumner LLP’s core values earned her the Core Value Award in 2022. Notably, her contributions to the legal marketing field were recognized with a Your Honor Award in 2014 and 2016 by the Legal Marketing Association Southeast Chapter. While at law school, Anna’s leadership was evident as the Student Bar Association President, earning her the David Roy Teddy Innovative Leadership and Service Award, as well as the Student Bar Association’s Service Award.

In her time away from the office, Anna finds joy in the company of her husband, three children, and their family dog, Hank.

“Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice, and discipline.” ~Jim Collins

Speaking Engagements

In addition to regularly hosting Cranfill Conversations, a monthly deep-dive into legal topics and trends with legal experts within the firm, Anna regularly speaks on all things strategy and business development related. Her prior speaking engagements include:

2022 – Anna was a guest on Passle’s CMO Series podcast. She spoke on her personal story about leading change management within a legal business development and marketing team.

2022 – Raleigh-Durham Chapter of the Association of Legal Administrators – Anna presented “Equipping Your Team for Change,” where she spoke on best practices for implementing change at the organizational level and how to help a team prepare to handle changes in the workplace such as family leaves, onboarding a new team member, or learning to work remotely as a team.

2022 – Virtual Seminar hosted by the Legal Marketing Association of the Southeast Region – Anna presented on “Equipping Your Team for Change” and provided best practices for preparing marketing teams for adapting to changes in their offices without losing sight of their big-picture goals and focus.

2022 – Emcee and Host, Cranfill Sumner Legal Summit

2021 – Webinar presented by LexisNexis® InterAction®, Panelist for Best Practices and Tips for BD and Marketing for law firms Panelist

2020 – Emcee and Host, Cranfill Sumner Fall Seminar

2019 – Alternative JD Careers Panelist, Campbell Law School, Raleigh, NC

2019 – Webinar presented by the Legal Marketing Association, spoke on “BD Coaching for the Small Marketing Department: Tips, Tricks and Truths”

2019 – Emcee and Host, Cranfill Sumner Fall Seminar

2018 – Panelist at Accelerate Conference and spoke on “Your Systems: End User Adoption” which explored how law firms use artificial intelligence to train attorneys and provided tips for successful end-user adoption, Cary, NC

2018 – Interaction Conference panelist for a discussion on global sales and support personnel for the InterAction client management platform. Panelists discussed Why InterAction? How does InterAction fit into your workflows? Where does a CRM system make the most impact? Where could AI most impact your daily routine? Tips and Tricks to help Simplifying the Business Development Process, Raleigh, NC

2014 – Association of Legal Administrators Chapter panelist on recent business development and marketing trends

2014 – Campbell Magazine Features Anna Hedgepeth (page 19)

2014 – Conference Emcee of the first Alt. J.D. Conference of the N.C. Bar Association and the Center for Practice Management. The conference examines career paths and options for legal professionals who have an interest in pursuing jobs beyond practicing law.

2014 – Campbell Law School Alumni Panel –  The panel addressed a group of admitted students and examined their experiences as students of the school, the culture of the school, and the benefits of attending the school.

 


Most Recent Posts

  News

Anna Hedgepeth Joins LMASE Board of Directors

Anna Hedgepeth | Director of Business Development Raleigh

Anna Hedgepeth has been elected to serve on the Legal Marketing Association Southeast (LMASE) Region Board of Directors. She was sworn in during the LMASE Southeast 2023 Regional Conference which was held Nov. 8-10 in Nashville.… Read More

  News

Anna Hedgepeth Featured on Passle Podcast

Anna Hedgepeth is featured on the latest edition of the Passle Podcast. She discusses her role in business development, strategic planning, and marketing and how she’s incorporated change management throughout her career.… Read More

  News

Anna Hedgepeth Discusses Alternative JD Legal Careers

law

Anna Hedgepeth participated in a panel discussion about Alternative JD Legal Careers at the Campbell University School of Law on March 28. The panel was comprised of professionals who have explored legal careers outside of traditional attorney roles including legal tech, government, nonprofit and business development.… Read More

  News

Anna Hedgepeth Speaks at Accelerate Conference

Keyboard with an "information" button instead of "enter" button

Anna Hedgepeth, the Director of Business Development for Cranfill Sumner LLP, is a featured speaker at the Accelerate Business Development Summit. This is the third annual Accelerate event sponsored by LexisNexis InterAction.… Read More

  News

Anna Hedgepeth Participates in LexisNexis Panel Discussion

hallway lights

Anna Hedgepeth, Cranfill Sumner LLP’s Director of Business Development, spoke as part of a panel discussion at the LexisNexis conference for InterAction on March 13. The conference included a panel discussion for global sales and support personnel for the InterAction client management platform.… Read More

  News

Anna Hedgepeth Promoted to Director of Business Development

Anna Hedgepeth | Director of Business Development Raleigh

Cranfill Sumner LLP (Cranfill Sumner) today announced the promotion of Anna Hedgepeth to the position of Director of Business Development. In this role she will work with attorneys and firm management to develop plans to retain and grow market share, generate awareness of the firm and its lawyers, and build relationships.… Read More