The document outlines the features of 'xrm4legal,' an IT solution for legal firms that integrates various business applications within Microsoft's CRM platform. It details the processes for managing marketing campaigns, creating marketing lists and events, capturing responses, and tracking opportunities, as well as customization options available for users. The document serves as a comprehensive guide for legal firms to effectively use CRM for their marketing and client management needs.

1. Microsoft ”x”RM4Legal
Legal IT Solutions for Dynamics CRM
Email Marketing Demonstration
More than just marketing, “x”RM4Legal offers firms the
opportunity to integrate all their line of business
applications within one easy to use, easy to manage, easy
to afford environment. xRM is the evolution of CRM,
where the X in xRM can be anything. xRM is based on
Microsoft CRM and the .NET platform.

2. Contents
1. Using Quick Campaigns
2. Creating and Using Marketing Lists
3. Creating a Marketing Event
4. Capturing and Viewing Event Responses
5. Performing Response Follow Ups
6. Recording Opportunities
7. Reporting – Charts, Dashboards, and Reports
8. Configuration and Adding Fields

3. Using Quick Campaigns
You can use Quick Campaigns to communicate quickly
and easily with a marketing list of clients, contacts or
prospective clients – including staff within your firm.
There are two ways you can select the list of recipients
for your quick campaign:
1. Select the clients, contacts, or prospective clients
directly.
2. Do a search in Advanced Find query and create a
quick campaign from the resulting list of records.

4. Scenario
• We have a newsletter that we would like to email in
HTML.
• The newsletter is to be emailed to a select group of
contacts.
• The email is to be personalised unique to each
contact.
• We would like to save a copy of the email to each
contacts CRM activity record.

5. Select the Contact Records

6. Start the Quick Campaign Wizard

7. Specify the Campaign Name

8. Select Email via Mail Merge

9. Select Mail Merge Template, Open Word

10. Add or Remove Recipients

11. Merge to Email

12. Create Activities / Add Attachments

13. Creating and Using Marketing Lists
A marketing list is a list of clients, contacts or prospective clients that share
common characteristics. For example, a marketing list could be a list of all the
client contacts that have a certain professional interest, or all the staff in a
given practice group. Marketing Lists are created independently of a Marketing
Event or Quick Campaign. Each Marketing Event must have at least one
Marketing List, as the list designates the recipients of the communications
generated by the event activities.
Creating Marketing Lists. There are two steps in creating a Marketing List:
1. Create the Marketing List record: You must specify the member type for
the Marketing List, that is, the type of record from which the members are
drawn: clients, contacts, or prospective clients. Once a Marketing List is
created, you cannot change the member type.
2. Add members to the list: You can add members to the list through the
Lookup feature, an Advanced Find, or by importing members from an
external list. You can also create dynamic lists using Advanced Find query
tools.

14. Scenario
• Our IP practice group have created a new monthly
newsletter that they would like to distribute in
preparation for a marketing event to be held next
month.
• We need to create a new marketing list.
• The list will be created based on Contact records with
a specified professional interest in “Intellectual
Property”.

15. View Existing Marketing Lists

16. Specify Marketing List Information

17. Use Advanced Find Query to Add Members

18. View Members Added to Marketing List

19. Creating a Marketing Event
Microsoft CRM provides the ability to easily manage the planning,
execution, tracking and reporting requirements for events. CRM
event management focuses on three key areas, namely:
• Event Planning - logistics around an event such as: Booking the
venue, Presenters, Catering, Presentation content preparation.
• Event Attendance - all aspects around managing the attendees
such as:
– Inviting the target audience via phone, fax, letter and email.
– Managing RSVPs/registrations via phone, letter, fax, email and web.
– Tracking all people who actually attended the event.
• Event Review – charts, dashboards and reports that measure
the effectiveness of the event: How many people attended the
event? What was the revenue impact? What was the
feedback?

20. Scenario
• The IP practice group are now ready to run their
marketing event.
• Invitations need to be prepared based on the IP
newsletter marketing list.
• The boardroom needs to be booked and catering /
foodservice organised.
• A guest speaker will require computer equipment and
data projector.
• Various firm partners will be in attendance.

21. Specify Marketing Event Information

22. Specify Marketing Event Information

23. Add Planning Activities

24. Capturing and Viewing Event Responses
The goal of any marketing event is to create measurable results. Microsoft CRM
captures event results as responses. Once clients are contacted based on event
activities, you can expect responses.
There are four ways to create event responses:
1. Record them manually by creating a new event response. If a client calls in
by phone, you can manually create a response record.
2. Promote a distributed campaign activity, such as an email reply, into a
response.
3. Import responses from an Excel spreadsheet. You can import these into
CRM using the Data Import Wizard. When you import the file, individual
campaign responses will be created as activities.
4. Automatically generate responses as a result of an e-mail campaign using
mail merge, in which clients respond through e-mail messages. If a client
responds to the event by e-mail, CRM automatically creates the event
response when the clients e-mail is received.

25. Scenario
• Invitations to the IP seminar have been emailed.
• We received one response; further follow up was
conducted to ensure full attendance.

26. View Event Responses

27. Performing Response Follow Ups
After you receive an event response, there are several tasks you can
perform, including:
• Assign it to another user - Assigning event responses designates the
user who is primarily responsible for the response.
• Convert the response to an opportunity - This allows you to work the
response through your internal business development processes.
• Close or delete the response - Closing the response allows it to be
reactivated at a later date. Deleting the response permanently
removes it.
• Edit the response - For instance to add notes and attach files.
• Print event response details or lists.
All of these actions can be performed on single or multiple records.

28. Scenario
• Invitations sent to various clients have prompted calls
to firm reception to confirm attendance – these can
be entered manually.
• Using the Microsoft Outlook integration produces
some automatic event registrations in the CRM
database.
• Once the event has been held, client follow up and
feedback can be recorded.

29. Invitation Response

30. Recording Opportunities
An opportunity is a potential new matter – fee or billing.
Opportunities are the primary means of tracking
business development. Tracking opportunities allows
you to track and report on the deal pipeline for an
individual partner, a practice group or the entire firm.
You can create a new opportunity directly in the system,
or, if you manage lead records in your firm, you can
convert qualified leads/prospective clients to
opportunities to avoid re-entering data.

31. Scenario
• Following the event the marketing department
contacted each client to survey their feedback and
assess potential partner follow up.
• One response was sufficiently positive that an
opportunity record could be created.

32. Event Response / Client Survey

33. Record Opportunity Details

34. Reporting – Charts, Dashboards, and Reports
Microsoft CRM 2011 allows users with the appropriate
permissions to create their own custom charts and
dashboards as well as reports directly from the Report
Wizard.
Reports are different from saved views and Advanced
Finds because they can be used to render graphs,
perform quantitative summations and drill down to
further details.

35. CRM Dashboards

36. Configuration and Adding Fields
Based on the CRM security roles, users can take advantage of the
customisation tools provided in the application to customise its appearance
and behaviour:
Practice Managers can customise views, user permissions, business unit
settings and workflow processes.
System customisers can customise the CRM schema, including adding,
modifying, renaming, and deleting entities and fields. System customisers can
also modify the user interface by changing form and view content and defaults,
adding and modifying reports, and changing default report filters.
In some firms, the System Customiser role is assigned to a “power” user that
has normal user roles. For example, because the marketing manager is highly
technical, his firm assigns him the System Customiser role so that he can
perform form and view customisations.
System administrators can perform the same tasks as system customisers.
Administrators can also modify any record in the application, and there are
some entities that can only be imported and exported by a System
Administrator for security reasons.

37. Scenario
• For all Event Activities we would like to track the cost
categories to record each expense.
• We therefore need to add a Cost Category field as an
attribute to the Event Activity table.
• We also need to add the new field to the Event
Activity form.

38. Add Cost Category Field

39. Add Cost Category to Event Activity Form

40. Thank you!
For more information:
David Blumentals
DBlumentals@xRM4Legal.com
Phone +61 409 245 354
xRM4Legal.com
CRM.Dynamics.com