Microsoft Dynamics xRM4Legal 2013 Marketing & IT Overview


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xRM4Legal 2013 - the next chapter in legal CRM

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Microsoft Dynamics xRM4Legal 2013 Marketing & IT Overview

  1. 1. Microsoft xRM4Legal 2013Legal IT Solutions for Dynamics CRMSystem Overview – January 2013
  2. 2. Contents1. Introduction2. Industry insights3. What law firms want4. Different types of users5. Partners and lawyers6. Secretaries and practice group admins7. Marketing and BD8. IT users9. xRM for Enterprise Matter Management10. Conclusion
  3. 3. Helping law firms become more effective business developersWhat we do is help law firms and We can help law firm staff totheir staff become more effective become systematic, organized,business developers – to increase disciplined, innovative andclient billings with less effort tenacious in their business development activitiesWhat we believe in is that it isno longer just enough to be good Why use us? Track record – We areat what you do. You must also be more focused on change andgood at winning new clients and education, not just systemshave systems in place to retainthemWhat are we looking for? Firms that share our beliefs and want tocreate a consistent source of new clients and secure revenue streamswhere they are in control and are prepared to invest to get it
  4. 4. The best client experiences… …begin with your people
  5. 5. But your people face challenges every day“Our software systems “Our people doare just too hard to not have access to theuse” information they need to succeed”“Our lawyers do not “Our firm is too stuckfollow any defined in its old ways toprocesses” realize the potential of new ways of doing things”“It’s hard to tap intoother practice areas “There is just no sparewhen information is time available”scattered across thefirm”
  6. 6. By giving your people the right systems… … you can generate new, sustainable incomeAttract more Improveprospects serviceClose Discoverdeals faster insightsKeep Enhanceclients relationships That’s the power of Microsoft Dynamics xRM4Legal 2013
  7. 7. System OverviewxRM4Legal 2013, powered by Microsoft DynamicsCRM – more than just marketing and BD
  8. 8. What law firms want• For law firms they typically want three things: 1. Data quality 2. List management 3. Relationship intelligence (Who Knows Who)• Marketing List functionality is particularly important as the “center piece” of law firm marketing activity – the sending of newsletters and other publications and invitations for events (seminars, golf days, VIP lunches and dinners)• Over and above that there are many (potentially hundreds) of additional “functional requirements”
  9. 9. Four distinct groups of user• The first thing to understand about legal CRM is that there are four distinct groups of users, all with different roles and requirements: 1. Partners and lawyers 2. Secretaries and practice group administrators (the “support staff”) 3. Marketing and business development (BD) and, 4. Information technology (IT)
  10. 10. Traditional legal CRM• For a long time in professional firms, CRM system management has been relegated to the marketing department. CRM is “just for marketing” is often the feedback. What this has meant is the rest of the firm really does not understand what CRM is or the benefits that it offers. It also means that marketing is often left to do the “heavy lifting” of managing client contact and other records, assigning people to marketing lists etc – often without understanding who these people actually are. With many firms having thousands, even tens of thousands of contact records the data becomes out of date and stale very quickly. Attempts by the marketing department to keep the information current means that they regularly pester the professional staff for updates to marketing lists in an effort to update the CRM system. The result has been that CRM quickly becomes a dirty word
  11. 11. Partners and lawyers
  12. 12. Partners and lawyers • Partners and lawyers rarely add contacts and opportunities themselves, often asking their secretaries to do it for them • They do need, however, quick access to information (minimal mouse clicks) • A customized navigation “Shortcuts” menu lists items relevant to their job role
  13. 13. Secretaries andpractice group admins
  14. 14. If you know how to use Outlook, you can use CRM • Working with partners and lawyers, secretaries are closest to law firm clients • Entering Outlook contacts and clicking Track in CRM updates CRM across the firm to help ensure the best quality data • Card scan devices make entry quick and easy. Synchronization between Outlook and CRM ensures that change in one is automatically reflected in the other
  15. 15. Marketing andbusiness development(BD) users
  16. 16. Client / contact segmentation • Marketing and BD users take the “base” contact records entered by secretaries and add extra details such as organization classifications, practice areas, business information etc • All this is very important for client and contact segmentation • Integration with social web connectors supports automatic updates
  17. 17. Contact marketing & communications • For individual contact records, marketing/BD will classify, add personal information and Marcomms (professional interests, publications and memberships) • Workflow rules ensure that marketing/BD are notified each time a new contact record is entered by secretaries, ready for review and update
  18. 18. Connections • Workflow is used to create and update Connections that display relationships that clients have with other clients, contacts and lawyers within the firm
  19. 19. Marketing lists • Professional interests will often determine what events the contact is invited to • Publications will define what newsletters they will receive • These settings will be used to update Marketing Lists whether static or dynamic
  20. 20. Marketing events • Marketing/BD users will schedule and maintain events • Event details will include the format, catering arrangements, room setup, staffing and financial analysis
  21. 21. Planning activities • Planning activities will reflect the checklist of tasks to be performed as part of holding the event
  22. 22. Event responses • Event responses will be used to update client contact records, create name badges and record special dietary requirements
  23. 23. Opportunity management • From the seminars, golf days and VIP events, marketing/BD will use opportunity records to track deal flow • This includes who might have referred the prospective client, forecast billings/fees and selection criteria/processes
  24. 24. Deal information • Deal information will also be recorded for lodgement with league tables/directories
  25. 25. InformationTechnology (IT) users
  26. 26. System administration • Important to IT users is easy user maintenance and integration with Active Directory/HR databases, understanding of data management /duplicate detection, workflow and system jobs that run in background • We have experience with integrating major law firm practice and document management systems eg. Thomson Elite, Aderant Expert, iManage etc
  27. 27. Matter inceptions • To assist PMS integration, we have custom entities called Matter Inception and Matters • The Matter Inception record manages the ”handover” from marketing/BD to finance and the professional staff. It records the base client and matter details together with rates and other information leading to formal engagement letter and client instructions
  28. 28. Matters • The Matter record displays the information typically synchronized with PMS. These include client and matter details, dates, status, professional staff working on the matter and financial details. Information will be used by Marketing/BD to create case studies, update partner profiles and firm specializations. Client, matter and value confidentiality will define how much information can be publicized
  29. 29. “x”RM – extendedRelationshipManagement
  30. 30. Enterprise matter management • Diving into the inner workings of a law firm, xRM4Legal IP Management for Microsoft Dynamics CRM is an example of how the platform can be used for managing individual practice areas. To date, we have experience with Intellectual Property/Trademark Management, Self Managed Superannuation Funds and Mortgage Default Management
  31. 31. IP/Trademark management • Checklists and key dates can be maintained with summary information, billing details and detailed matter records • Filing records track dates, advertising and renewal • Disputes record type, applicant, plaintiff and related status
  32. 32. In summary, achieve new levels of BDproductivity through better targeting, activity,communication and opportunity management  Help all staff increase productivity  Close more deals  Improve client satisfaction  Deliver innovation  Drive firm excellence  Reduce costs For more information email: