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Integrating Marketing & BDIntegrating Marketing & BusinessDevelopment Into Everyone‘s JobWhite PaperDate: October 2011
AcknowledgementsPrepared for the USA Law Firm Webinar, this document was developed with support fromseminar hosts and in d...
Table of ContentsPreface ....................................................................................................
PrefaceAbout the Author                 David Blumentals has 20 years‘ experience in IT and Professional Services.        ...
―No new clients, no job. Lots of newclients, lots of prosperity for the firm andgood times for everyone...‖Anonymous      ...
IntroductionThere are of course many books and seminars that have addressed this topic over the years.In this white paper ...
   There is a need to erase marketing vs other silosStructural ChallengesIn terms of the structural challenges the two bi...
In another example, to promote a new office and partners in Southeast Asia, one firm stagedrestructuring and securities se...
The Need: A Common Business PlatformSo what is the solution?First we need to appreciate that the needs of various stakehol...
xRM4Legal Value PropositionThe xRM4Legal value proposition is very simple – familiar to your people; fits with yoursystems...
Microsoft Dynamics CRMDuring the last 12 months the number of Microsoft Dynamics CRM installations has grown toexceed 30,0...
everything in ONE solution: one database, one toolbox, one business logic, and one sourcecode.Microsoft Dynamics CRM is kn...
Microsoft Dynamics xRM4LegalDesigned for law firms, xRM4Legal (at its core) automates the capture, management, analysis,an...
Consolidated Accessible InformationReal-time dashboards deliver advanced business intelligence functionality that is simpl...
The Client Behind the MatterxRM4Legal also enables social marketing and business development by bringing intelligencegaine...
Better Plan, Evaluate & Budget EventsUnderstanding the source of marketing responses, event attendance and return on inves...
Systematize Cross- and Up-sellingxRM4Legal provides a convenient tool to find the pitches, proposals and other types ofopp...
New Client / New Matter InceptionAt the beginning of this white paper we mentioned the occasional disconnects betweenmarke...
SharePoint Document CollaborationxRM4Legal also supports effective collaboration with clients through sharing of documents...
Digital Marketing: OverviewAn integral part of the xRM4Legal solution is digital marketing – appreciating that in a law fi...
Messaging, Content & Thought LeadershipAt xRM4Legal we work with a number of digital marketing platforms including integra...
What Other Firms Are DoingIn order to be effective and productive, law firms can no longer rely on just traditionalmarketi...
ConclusionIn conclusion, selling is not just the responsibility of people with ‖business development‖ or―marketing‖ on the...
How We Can HelpWe have an extensive portfolio of working with law firms across the globe, helping them tosolve their commu...
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Integrating Marketing and BD into Everyones Job

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Integrating Marketing and BD into Everyones Job

  1. 1. Integrating Marketing & BDIntegrating Marketing & BusinessDevelopment Into Everyone‘s JobWhite PaperDate: October 2011
  2. 2. AcknowledgementsPrepared for the USA Law Firm Webinar, this document was developed with support fromseminar hosts and in direct collaboration with the following:Key CollaboratorsDerek GilesPhil ReidThe xRM4Legal.com Team recognizes their efforts in helping to ensure content relevance insupport of the broader legal profession.xRM4Legal.com ContributorsRocky Sharma, Senior CRM/xRM ConsultantFeedbackTo send comments or suggestions about this document, please click the following link:http://xRM4Legal.com/content/contacts Powered by Microsoft Dynamics CRM 2011, xRM4Legal is more than just marketing and Client Relationship Management (CRM). As a new and innovative marketing and business development solution for law firms and other professional services organizations, xRM4Legal offers the most complete set of solutions for marketing, business development and client care. Our comprehensive platform includes Web, E-mail communications, relationship and contact management, social CRM, analytics and SharePoint solutions. xRM4Legal is backed by a national and international team of legal industry specialists providing design, consulting, technology, implementation, hosting, training and ongoing support services. www.xRM4Legal.com Legal Notice This document is provided ―as-is‖. Information and views expressed in this document, including URL and other Internet Web site references, may change without notice. Some examples depicted herein are provided for illustration only. This document does not provide you with any legal rights to any intellectual property in any product. You may copy and use this document for your internal, reference purposes. © 2011 Asia Pacific Dynamics Corporation. All rights reserved.2INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  3. 3. Table of ContentsPreface ........................................................................................................ 4 About the Author ....................................................................................... 4Introduction ................................................................................................. 6 Law Firm Assets ......................................................................................... 6 Industry Trends ......................................................................................... 6 Industry Pressures ..................................................................................... 6 Cultural Challenges .................................................................................... 6 Structural Challenges ................................................................................. 7 Poor Processes Hurt the Bottom Line ............................................................ 7The Need: A Common Business Platform ......................................................... 9 Tools to Match Law Firm Challenges ............................................................. 9xRM4Legal Value Proposition ........................................................................ 10 Fits with your Systems ............................................................................. 10 Fuels your Firm Productivity ...................................................................... 10 Enables Confident Decision Making ............................................................. 10Microsoft Dynamics CRM .............................................................................. 11 Microsoft Office Familiarity Empowers Users ................................................ 11 Microsoft Dynamics CRM 2011: Overview .................................................... 11Microsoft Dynamics xRM4Legal ..................................................................... 13 Easy to Use/Fully Integrated with Outlook ................................................... 13 Consolidated Accessible Information ........................................................... 14 The Client Behind the Matter ..................................................................... 15 Better Plan, Evaluate & Budget Events ........................................................ 16 Systematize Cross- and Up-selling ............................................................. 17 Client Connectivity ................................................................................... 17 New Client / New Matter Inception ............................................................. 18 SharePoint Document Collaboration............................................................ 19Digital Marketing: Overview ......................................................................... 20 Messaging, Content & Thought Leadership .................................................. 21 What Other Firms Are Doing ...................................................................... 22Conclusion ................................................................................................. 23How We Can Help ....................................................................................... 24 3OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  4. 4. PrefaceAbout the Author David Blumentals has 20 years‘ experience in IT and Professional Services. With a background in economics, finance and insurance David moved into marketing and business development in 1989. Since 1997, David has focused on the successful delivery of Client Relationship Management (CRM) systems, often integrating with Practice, Financial and Document Management Systems.After working with Epicor‘s Clientele CRM in the late 1990‘s and developing finance and CRMsoftware systems in the early 2000‘s David started working with Microsoft CRM 1.2 in 2004and Microsoft Dynamics AX in 2007. David continues to work today with Microsoft DynamicsCRM 2011 in both on-premise and hosted, cloud computing deployments.David has held several Director level positions with leading Australian IT groups. A majorproject was development of the BankNET financial management system and 2003 partnershipwith the Australian Taxation Office on their Electronic Commerce Initiative to test the processof electronic lodgement of the Business Activity Statement from a ‗Web environment‘.In May 2008 founded Client Profiles Asia Pacific, an offshoot of Client Profiles Inc, based inAtlanta Georgia and recently acquired by Aderant. As a Microsoft ISV Partner of the Year andProfessional Services Partner of the Year in 2009 and 2010, Client Profiles established animpressive client base across Australia-New Zealand including six of the top thirty law firms.More recently, David has established Asia Pacific Dynamics Corporation as a support vehiclefor both clients and Client Profiles implementation partners globally. He is also a director ofVARCentral, a leading supplier of hosted, eCommerce software solutions to IT Resellers acrossAustralia and New Zealand, www.VARCentral.com.auDavid can be contacted at DBlumentals@xRM4Legal.com or +61 409 245 354.Sydney – Sydney Wharf 9, 56 Pirrama Road, Pyrmont NSW 2009 AustraliaLondon – 40 Bank Street, Canary Wharf, London E14 5NR UKNew York – 1330 Avenue of the Americas, New York City NY10019 USAFor North America please call: +1 (212) 653 0379For Asia Pacific please call: +61 2 9571 48534INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  5. 5. ―No new clients, no job. Lots of newclients, lots of prosperity for the firm andgood times for everyone...‖Anonymous 5OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  6. 6. IntroductionThere are of course many books and seminars that have addressed this topic over the years.In this white paper we will consider some of the trends, pressures and challenges and how acommon business platform can help.We will also take a look at xRM4Legal, powered by Microsoft Dynamics CRM 2011 and how itmight be used to overcome some of these pressures and challenges.Law Firm AssetsA law firm‘s primary assets are its knowledge, experience and people.Key to success is maximizing the use of these primary assets – value being measured by thefirm‘s processes and its knowledge, experience and talent.Industry TrendsWhen talking with firm‘s around the world they identify a number of trends:  Greater firm and client collaboration  Proactive Client Relationship Management (CRM)  Client interaction through electronic document and transaction exchange eg. dealrooms  Dynamic communications management eg. ‖digital‖ email marketing, social CRM  Adoption of information technology tools that deliver both flexibility and controlIndustry PressuresAll of the above serves to add pressure to our work lives.Most of us understand that we now live in the information age where knowledge is acompetitive advantage and keeping current is a fundamental requirement.Clients expect a greater range of services, budgets continue to be cut while timelinesaccelerate.All this leaves little room for enhancing quality and innovation but the expectation for both iscontinuing.Cultural ChallengesIn her book The Integration Imperative, Suzanne Lowe describes how for many law firm‘sintegrating marketing and business development functions can be an uphill battle if theyhaven‘t yet identified the structural and cultural impediments to integration.Some of the common cultural challenges are listed here:  Revenue-generating practitioners are allowed to avoid marketing and business development  Revenue-generating practitioners exclude marketers and business developers from important decisions, meetings or initiatives  Marketing and selling functions are poorly defined  There is little preparation for economic down cycles  Marketing budgets are frequently tightened in a knee-jerk fashion6INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  7. 7.  There is a need to erase marketing vs other silosStructural ChallengesIn terms of the structural challenges the two biggest we see are around how marketing andclient teams are created and operate and the ―hand-off‖ from marketing/businessdevelopment to the practice areas.Law firms often market through a ―matrixed‖ business organization (for example, geography,industry or service line). Frequently this is at odds with the structure of the firm around clientteams or practice areas.Marketing and business development "hand-offs" - for example, turning inquiries intoopportunities and pitches are not as seamless as they could be. Likewise, the new client, newmatter inception process can often miss out on key pieces of information already capturedduring client, qualification, conflict checking and proposal generation/negotiation.Poor Processes Hurt the Bottom LineSo here we see some examples of how poor processes hurt the bottom line:Often law firms tell us about the dozens of information systems in the firm, each devoted to aparticular subject. Systems for financial information, personnel data, library collection, and soon.Oddly, many still do not have a client system. No place to share what they know aboutclients business goals, their people, their legal challenges, their preferred way of working withthe firm, and their relationship history with the client.One firm told us recently of numerous examples of how their current system and manualprocesses inhibit their ability to execute on simple email marketing tasks. In fact, in oneexample, they estimate that the generation of one mailing list may have cost the firm overUS$6,000. 7OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  8. 8. In another example, to promote a new office and partners in Southeast Asia, one firm stagedrestructuring and securities seminars. The production of mailing lists for those seminars was adisaster. They were unable to sort contacts by region or sector interest, and a largepercentage of the contacts were stale. This created intense frustration among the partners inthe Asia office, many of whom had to spend considerable time reviewing contacts and lists.Because these firms have not integrated their systems, such as Outlook, practice anddocument management, data is out of date soon after it is added.8INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  9. 9. The Need: A Common Business PlatformSo what is the solution?First we need to appreciate that the needs of various stakeholders can vary greatly and oftenconflict with each other. Clients want innovative high quality work done on time and on budget. Attorneys want to manage their teams better and deliver matters on time. Team Members want to spend time working on billable time, not doing paperwork. Partners want to manage the firm to achieve maximum client delight, growth and profitability.Law firms need a way to tie the various stakeholders together and satisfy their individualneeds.Tools to Match Law Firm ChallengesLaw firms are, of course, unique and need tools that reflect this.They also need support from people, technology partners, who understand these peculiaritiesand have relevant experience in addressing them.A system that helps us understand who are our clients, what we do for them and how we cando more will enable us to measure profitability of our marketing and business developmentefforts together with return on investment. 9OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  10. 10. xRM4Legal Value PropositionThe xRM4Legal value proposition is very simple – familiar to your people; fits with yoursystems; fuels your firm productivity; enables confident decision making.Besides the Standard Outlook Client various other front ends are available to users, includingInternet Explorer Web client, SharePoint , Mobile Express and WorkSite. This enables users toaccess data and features from various Office products such as Word, Excel and Outlook. Dataaccess and security roles are specific to different types of user and can be easily added andmodified.Fits with your SystemsxRM4Legal supports integration with a number of law firm practice and documentmanagement systems – Thomson Elite, Aderant Expert, iManage WorkSite and MailSite toname a few. This is important for sharing case and financial information with marketing andbusiness developers – information like what has been billed, what has been paid and what isstill outstanding. It also helps knowing what type of work has been done for particular clientsand whether this is referenceable.Fuels your Firm ProductivityxRM4Legal supports a large array of collaboration features including alerts management,integration with Outlook , SharePoint and Unified Communications. The embedding ofWindows Workflow Foundation makes it possible to model business processes as work flowsthat can be configured and administrated by teams or individual users.Enables Confident Decision MakingBesides the native reporting tool, various standard Microsoft tools can be used for analyzingand presenting data in the most comprehensive visual way.10INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  11. 11. Microsoft Dynamics CRMDuring the last 12 months the number of Microsoft Dynamics CRM installations has grown toexceed 30,000 world-wide, representing over 2 million individual users, supported by over2,000 certified I.T. partners.Recent focus areas of xRM4Legal development have been to increase the number ofapplication features, including addition of modules for Intellectual Property Management,document assembly and automation features for proposal generation and matter management– also Resource Management for managing personnel, skills, cases, matters and projects.Microsoft Office Familiarity Empowers UsersBy adding this additional functionality xRM4Legal becomes more than just a marketing system– and another great way to justify the investment to law firm partners!A good example of this is project management. Conversations with law firms confirm thatthere is pressure to move away from the billable hours model. This is encouraging a muchstronger focus on project management among firms, as it becomes important for them to getwork done more quickly and efficiently. More and more legal services are being purchased notby the legal department but via some sort of procurement function. The process is thereforemuch more focused on cost, deliverables and metrics rather than a good relationship betweenthe general counsel and the partner of the firm. Law firms need to be proactive in reviewingthe resource and project disciplines within their practice groups and xRM4Legal provides asuitable platform for managing all marketing, business development, client care as well asmatter and project management.Microsoft Dynamics CRM 2011: OverviewSo, in a little more detail, Microsoft Dynamics CRM 2011 is a broad-based solution. What wemean by that is that Microsoft Dynamics CRM has standard out-of-the-box functionality thatcovers Marketing, Business Development and Client Care. It is a very horizontal solution thatwe have turned into a very vertical solution centered on the needs of law firms. Also, we have 11OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  12. 12. everything in ONE solution: one database, one toolbox, one business logic, and one sourcecode.Microsoft Dynamics CRM is known and positioned as a solution with cutting-edge technology—technology that enables our customers to grow with the solution. You can start with just a fewusers, hosted for $99 a month. Later you can move ‖on premise‖ where you have your ownservers and software licences and can scale to thousands of users if necessary. Three-tiertechnology enables you to run the client on just about anything – Outlook, Web or Mobiledevice, and finally, a very defining characteristic: It is highly configurable. You can doanything. You can mold the solution according to your processes and needs – with new forms,new fields, new views, new reports, new dashboards, without it costing a fortune.Microsoft Dynamics CRM and xRM4Legal is for the law firm that wants to run a connectedbusiness, getting the benefit of running a solution in one database across multiple locations,having clients, referrers, and staff interacting and doing business independent of time andplace.Microsoft Dynamics CRM is also a global solution, sold in more than 80 countries, and morethan 40 languages. We already support xRM4Legal in USA, Canada, UK and Asia Pacific.12INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  13. 13. Microsoft Dynamics xRM4LegalDesigned for law firms, xRM4Legal (at its core) automates the capture, management, analysis,and reporting of client and related marketing and business development activities. Users cangain complete visibility into client, contact and matter profitability.As mentioned previously, we extend it into Enterprise Matter Management, into documentassembly and into resource and project management.Easy to Use/Fully Integrated with OutlookWith xRM4Legal you can carry out marketing, business development, and client care serviceactivities in the intuitive Outlook environment. A combined xRM4Legal and Outlook userexperience helps to improve user adoption by providing a familiar and flexible user interface,helping to minimize resource and training investments.You can plan and execute from one database across your whole firm, with instant overviewand access to all data from both practice and document management systems.Importantly you can also gain a quick overview of activities performed by others in the firm,and drill down to the details for further analysis.Knowledge sharing is enhanced as users share work deliverables and experience betweenmatters. 13OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  14. 14. Consolidated Accessible InformationReal-time dashboards deliver advanced business intelligence functionality that is simple to useand easy to change. Users can quickly configure multiple dashboards to monitor businessdevelopment and marketing performance. The dashboards can be set up for individual orshared use, and can include inline charts with drill-down intelligence to visually navigate data,identify trends and uncover new insights.With xRM4Legal you can grow easily into global markets—with support to set up documents,fields, and interfaces in the language of your choice.You can also pursue opportunities across borders with multi-currency and multi-languagecapabilities.As mentioned earlier, we can integrate quickly and easily with legacy, third-party, andessential practice management applications.Importing data is made simpler with built-in Data Migration and Data Import Wizards.14INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  15. 15. The Client Behind the MatterxRM4Legal also enables social marketing and business development by bringing intelligencegained from social media and traditional editorial sources to the firm to increase awarenessand client interaction.Information seen here continuously aggregates and analyzes relevant executive and corporatedata from thousands of content sources to uncover new business development opportunities.This intelligence is delivered natively within CRM and mobile devices.With xRM4Legal digital marketing you can segment your client base into meaningful profiles todrive effective marketing campaigns.From there you can use questionnaire surveys for an insight into client satisfaction and toidentify new market opportunities.Analyzing campaign results helps refine marketing messages to execute more successfulcampaigns.The information captured during marketing campaigns – event invitations and publicationresponses – can be quickly leveraged into the business development process. 15OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  16. 16. Better Plan, Evaluate & Budget EventsUnderstanding the source of marketing responses, event attendance and return on investmenthelps better planning, evaluation and budgeting.Closed loop marketing analytics enable email and web campaigns to be associated withopportunities and pitches (and ultimately new client and matter creation) to provide theultimate in measuring business development ROI.16INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  17. 17. Systematize Cross- and Up-sellingxRM4Legal provides a convenient tool to find the pitches, proposals and other types ofopportunities that are either currently underway or have been pursued in the past – especiallyvaluable across multiple offices and practice groups, contributing to the sense of ―one firm‖.Business developers use xRM4Legal Opportunity records to track interactions with a prospector existing client that may lead to a new matter or a request for further information or legalservice. In addition, business developers can use xRM4Legal Pitches to target documentationof the firm‘s ability to add value or service to a specific prospect or existing client (for example,tender documentation, expression of interest, capability statement) thereby managingopportunities and next steps regarding these opportunities.Client ConnectivityxRM4Legal is really about placing the client at the center of your firm by making every staffmember a client specialist with access to all relevant and appropriate data—across all systemsused by the firm.This empowers staff to provide a unique client experience—helping to drive client satisfactionand retention.Integration with phone systems can automatically retrieve client information quickly whenhandling client calls.Quick views of client status, contacts, financials, new opportunities and matters can bepresented across all practice areas.You can also maintain an overview and control of external referrers, including all elements ofthe relationship, to help ensure that they meet their commitments. 17OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  18. 18. New Client / New Matter InceptionAt the beginning of this white paper we mentioned the occasional disconnects betweenmarketing/business development and new clients and matters.Above we show a typical Client/Matter Inception form, built into xRM4Legal.This is a custom entity that records Authorisation, Client Information, Client Address, Referrals& Competitors, Keywords & Classifications and Matter Information including Rates, BillingAddresses and so on. This is useful in generating necessary Letters of Engagement supportingcompliance and risk management within the firm – while also delivering ―two way‖synchronization with the practice management system when required.18INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  19. 19. SharePoint Document CollaborationxRM4Legal also supports effective collaboration with clients through sharing of documents andother information.A big benefit is capturing client interactions in an ―all-in-one‖ system to help ensure clear andconsistent client experiences.An ―always-on‖ client experience can be provided with SharePoint portal access over theInternet. 19OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  20. 20. Digital Marketing: OverviewAn integral part of the xRM4Legal solution is digital marketing – appreciating that in a law firmthere are four distinct groups of users, all with different roles and requirements: Partners and associates Secretaries and practice group administrators (the ―support staff‖) Marketing and business development (BD) and, Information technology (IT)All of these very importantly contribute to acquiring and servicing clients, prospects andvaluable referrers. One of the big things these days is using digital marketing to help connectthe efforts of partners and associates with marketing and business developers. With theseonline tools, partners and associates have visibility into what marketing and businessdevelopment are doing to support their efforts. Marketing has visibility into what the clientteams do to follow up on the leads and opportunities they produce. Overall firm marketingeffectiveness and ROI improves because there is now a way to measure what works and whatdoes not.Where this often starts is with online event and publication subscriptions like the one shownbelow that allows clients to register for firm events via email and subscribe to newsletters andother firm publications via the firm website.20INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  21. 21. Messaging, Content & Thought LeadershipAt xRM4Legal we work with a number of digital marketing platforms including integrating withConcep Campaigner. Here, the goal of each newsletter subscription, alert and marketingevent is to provide what is known as ―closed loop marketing‖. By ensuring that the targets,activities, and the results of the activities are related and captured in CRM in a consistentformat, the entire firm can measure data such as:- The number of opportunities produced.- The number of pitches created.- New assignments produced and revenue generated from closed pitches.- Cost per marketing activity.- Cost per opportunity or pitch, and- Cost per client.The ability to know what was spent on a newsletter, alert or marketing event and relate it tothe actual revenue that resulted is the essence of closed loop marketing. A firm with thisinformation can plan, forecast, and target more effectively. This information helps themarketing team assess the quality of opportunity and pitch sources and design newsletters,alerts and marketing events that produce better results for partners and associates with eacheffort. 21OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  22. 22. What Other Firms Are DoingIn order to be effective and productive, law firms can no longer rely on just traditionalmarketing approaches such as mailing lists, events and partner contacts to reach new clients.They need to make sure that they know how to reach their prospects, when to reach them,and how to be relevant to their specific business needs and challenges.We mentioned earlier about how social media networking can tap new markets. What this isabout is increasing marketing and business development productivity by delivering relevantbusiness and social insights when and where you need it. It is all about reaching the rightperson at the right time with the right message and some firms have been doing it for a fewyears now.So many business developers just go to a website to find information about a company. Todifferentiate yourself, you need to bring more insight about their industry or their competitorsand how you can help them be more successful. It‘s said that even in B2B, business tobusiness, sales – people ―shop with their head and they buy with their heart‖. Saving themmoney or winning their legal case are minimum requirements – winning the deal is about howyou relate to them better than your competitors, and that comes down to messaging, contentand communication!22INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011
  23. 23. ConclusionIn conclusion, selling is not just the responsibility of people with ‖business development‖ or―marketing‖ on their business card, it is the responsibility of everyone in the firm. A lot ofpeople see their job as a silo and may not think sales or service is part of their responsibility,however most firms are changing. The stark reality for many is no new clients, no job. Lots ofnew clients, means lots of prosperity for the firm and good times for everyone.It‘s no surprise then that a lot of firms are encouraging staff to look for opportunities.In some of the firms we have worked with, employees are open to this yet in others theyresist the role they play. The culture of the latter invariably leads to poor long termperformance of the entire firm as many prime opportunities pass by without anybody evenknowing about them.So how do you deal with this? Here are a few suggestions:  Ensure that all staff have a love and passion for your firms services. If they don‘t believe in it, they can‘t promote it.  Educate your staff on the importance of marketing and business development to the firm.  Start dispelling the myth that ―sales‖ is a dirty word, and educate staff that sales is more about looking for an opportunity and then proposing possible solutions.  Incentivize all staff with marketing and business development incentives, not just your marketing team.  Encourage all staff to spend more ―face time‖ with clients. The closer the relationship with the client, the more comfortable they will feel in proposing new solutions to clients.  When they are successful in generating a new client or a quality opportunity, publicly thank them for it, to show other staff it is ok to think outside of their ―silo‖. 23OCTOBER 2011 INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB
  24. 24. How We Can HelpWe have an extensive portfolio of working with law firms across the globe, helping them tosolve their communications and CRM problems.Maybe your firm faces short-term pressures, or you want a better return from the marketingbudget or improve cross-selling across practice groups.Maybe you believe your last marketing event deserved a better attendance from your clients,or you need to find cost savings.Perhaps your firm has the appetite for adopting a client-centric approach to communicationand CRM strategy.If you would like to learn more about how we have helped law firms across the globe deal withintegrating marketing and business development into everyone‘s job, please contact us.We are pleased to announce our new ―Discovery Day‖ for exploring your firms potential upliftin business development, increase in client retention or reduction in cost - using process andbehavioral change and xRM4Legal.We are a highly regarded legal technology partner and have a strong team of legal specialists,based in the USA and Canada, as well as UK and Asia Pacific.What sets us apart from other partners and technology companies is the importance we placeon your requirements and getting the best from your client relationships.We have designed a one day workshop that has proved to be a very effective way ofidentifying your firms change opportunities and engaging stakeholders in the CRM adoptionprocess. We have found that it has really helped firms to assess the true value of CRM in thecontext of their working practices delivering a robust return on investment.To learn more – please email me DBlumentals@xRM4Legal.com24INTEGRATING MARKETING & BUSINESS DEVELOPMENT INTO EVERYONE‘S JOB OCTOBER 2011

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