LMAtech2013: Road map to implementing a successful experience management system


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Experience management is a hot topic among legal marketers today but relatively few firms have implemented an experience management system. While there are a number of technology options available, most firms have difficulty getting started – defining clear goals, developing a road-map, getting firm buy-in. Other firms have started working to implement solutions but get mired down in the process and their projects stall or stop altogether.

In this session, learn how a few large and mid-size firms have successfully implemented experience management systems by focusing on firm needs and goals first, as a way to drive the technology requirements and capabilities. The discussion covers the entire process these firms followed – from an initial assessment of goals and requirements, to vendor selection, project planning, development, system roll-out, and promotion.

You will learn:
•The benefits of a good experience management system
•The research and decisions that happen before the technology roll-out
•The role of marketing during the development process
•Best practices for firm-wide system roll-out and beyond


Greg Fredette, Managing Partner, Saturno Design


Deborah Grabein, Director of Business Development, Andrews Kurth LLP

Jennifer Forester, Business Development Manager, Stoel Rives LLP

Published in: Education, Business, Technology
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LMAtech2013: Road map to implementing a successful experience management system

  1. 1. EXPERIENCE MANAGEMENT Roadmap to experience management Legal Technology Conference /West 2013 1 / 15
  2. 2. MEET OUR PANEL Deborah Grabein Jennifer Forester Megan McKeon Greg Fredette Director of Business Development at Andrews Kurth LLP Development Manager at Stoel Rives LLP Senior Marketing Manager at Katten LLP Managing Partner at Saturno Legal Technology Conference /West 2013 2 / 15
  3. 3. WHAT IS EXPERIENCE MANAGEMENT? * The process by which a firm collects, stores, manages, searches, and reports on matters and transactions. + Information collection + Data mining & cleanup + Reporting + Website + Proposal Automation + RFQ, RFP + Search + …….. Legal Technology Conference /West 2013 3 / 15
  4. 4. TECHNOLOGY is one part of the process Legal Technology Conference /West 2013 4 / 15
  5. 5. PROCESS OF CREATING AN EXPERIENCE MANAGEMENT SYSTEM Launc h Plan ? Assess Legal Technology Conference /West 2013 Improv e Develop 5 / 15
  6. 6. ASSESS BUSINESS NEEDS 01 02 What problems does it need to solve? Who has done what? Pitches and proposals? Website? Reporting? 03 Who will use the system? Marketing? Business Development? Attorneys? Everyone? Legal Technology Conference /West 2013 04 Who will manage the project? Who will manage the project from start to finish? Who will support it? How do you sell it to management? How will it help the firm? 6 / 15
  7. 7. PLANNING 01 02 Who will build it? Homegrown? Outside vendor? Both? 03 How will it work? What will it do? What will reports look like? How will data be used in its final form? Legal Technology Conference /West 2013 04 How will staff support it? Need additional staff? A data steward? Who will support it from IT? How will we use what we already have? Where do you have the information now? What format? How will you deal with this data? 7 / 15
  8. 8. DEVELOPMENT 01 02 Review of Early Development Get an early look at development to make sure you are on track. 03 Continual Review Work out the details, make choices, manage budget. Who does this? Legal Technology Conference /West 2013 04 Keep the Ball Rolling Continually meet with stakeholders to show progress and maintain a level of excitement. Pre-launch readiness How do we define success after roll-out? Type of feedback? Number of users? 8 / 15
  9. 9. LAUNCH 01 02 Roll out to marketing/bus dev team Control the conversation. Test and solicit feedback. 03 Roll out to first user group Select a limited number of people to use the system first. Beta testing. Legal Technology Conference /West 2013 04 Production Launch Roll out to the entire user group. Promote! Brochures, demos, training, road shows and retreats. 9 / 15
  10. 10. PROMOTE 10 / 15
  11. 11. PROMOTE 11 / 15
  12. 12. 12 / 15
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  14. 14. IMPROVEMENTS -AFTER LAUNCH 01 02 Solicit Feedback You can’t plan for everything in advance. Find out what is missing. 03 Improvements Roll out improvements that have been guided by feedback. Continue Communication Talk about the value. Share success stories. Continue promotion. Legal Technology Conference /West 2013 14 / 15