automate and differentiate: how to create and launch experience and proposal automation systems
DESCRIPTION
How are leading law firms creating, launching, and managing databases to collect, store, and report on the experience and skills of their lawyers? This program addressed the question by discussing best practices on how to plan, implement, and maximize value with an experience management and proposal automation systems. Through real world examples attendees learned how to gain internal buy-in, define requirements and avoiding project delivery mistakes. Paul Odette, Product Manager, and Amy Fielek, Director of Services for the Business Development Practice, lead a discussion with law firm panelists to provide project overviews, lessons learned, and tips for how to ensure success with your experience management and proposal automation programs.TRANSCRIPT
Automate & Differentiate:How to Create & Launch Experience and Proposal Automation Systems
Paul OdetteSenior Product Manager, Business DevelopmentHubbard One
Amy FielekDirector of Services, Business DevelopmentHubbard One
Becky KlindtMarketing Operations ManagerFredrikson & Byron P.A.
Cyndy McCollough Senior Manager, Marketing TechnologyDickstein Shapiro LLP
Introduction
Paul Odette
Senior Product Manager, Business Development
• Part of Thomson Reuters since 2006 working in Product Development & Services
• Previously manager and business developer for enterprise software solutions provider
• Hands on experience implementing variety of business solutions
Today’s Agenda
• Overview of Experience Management & Proposal Generation
• Project Overviews– Becky Klindt
Marketing Operations Manager Fredrikson & Byron P.A
– Cyndy McCollough Senior Manager of Marketing TechnologyDickstein Shapiro LLP
• Implementation Tips and Suggestions
• Q & A
EXPERIENCE MANAGEMENTThe essential elements of:
Example of Experience
Competition
• Over 1500 U.S.-based law firms of more than 30 attorneys
• Increased competition
• Differentiation is key to winning and justifying value
• Leverage firm strengths against competitor weaknesses
An Outside “Customer” Perspective
What GC’s are looking for…
Experience…not Expertise – Experience in my industry….
– Experience in my jurisdiction….
– Experience specific to my issue….
They are trying to answer the question….
Have you solved a problem like mine, for a company like mine, in my jurisdiction?
The Problem
Endless number of places where experience info can live.
Finding accurate experience (if it can be found) can be time consuming.
Bio & Practice Descriptions
Emails – Does anyone know…?
ProposalsMarketing Materials
Financial System
PowerPoint Presentations
Pitch Books
Spreadsheets
Custom Databases
Centralize, Publish, Use
Experience Manager enables law firms to efficiently
Centralize Refine Publish
attorney and matter data for marketing and business development.
Marketing & Business Development Use Cases
1 Finding Experience for Pitches and RFPs
2 Generating Demand via the Web
3 Managing Submissions and League Tables
4 Citing Experience on a Prospect Call
5 Staffing a Pitch or Client Team
6 Responding to a Press Inquiry
Accenture: Breadth & Depth
Accenture: Breadth & Depth
Kilpatrick Stockton Experience Center
Experience Manager: Flexible Data Model
Core Experience Fields• Easily create new fields• Quick screen configuration
Practice Profiles
Promote to Web & ProposalsIdentify the Experience records that should be promoted to the Web and available to Proposals
Experience Manager: Find, Use, Report Experience
Build Complex Searches•Drag-n-Drop Reporting
Save & Share Searches Create Reports
Experience Manager: Who Knows What
View Experience Results
View Attorney Results
Configurable Results Views
PROPOSAL GENERATIONThe essential elements of:
Freeing up time for strategic business development
Strategic Focus Busy Work
Proposal Strategy
Differentiation
Opportunity Visibility
Finding & cobbling together proposal content
Reformatting , standardizing content
Manual pitch tracking/reporting
Capitalizing on Time Savings
INCREASE FIRM REVENUE & PROFIT
• Increase Pitch Win Rate
• Pursue More Opportunities
CAPABILITIES
• Pitch Production Efficiency
• Content Management Efficiency
• Opportunity Management
Faster and Better Content Production
1. Choose Template 2. Choose Content 3. Generate Document
cReduce content production effort from Hours to Minutes.
Generate Consistent Materials
Opportunity Management & Pipeline Reports
FREDRIKSON & BYRON, P.A. Project Overview
Fredrikson & Byron, P.A. Introduction
Becky Klindt – Marketing Operations & Business Development Manager
• Manages and develops strategies related to marketing technologies and their role in improving internal and external client relationships
• Fredrikson & Byron, mid-size national law firm located in Minneapolis with 240 attorneys and six offices world-wide
• Who is she? A marketing professional striving to be effective through practical, strategic and efficient solutions
Project Overview
• Experience Management at Fredrikson & Byron– Desire coupled with skepticism
– Technology solutions versus process solutions
• Project Timeline – Actual– Step one: Three years
– Step two: One year
– Step three: Forever
From Experience Management to Knowledge Management
Marketing Information
Attorney Information
Billing Information
Building a Team: Who Should be Involved?
Administrative Team Practice Group Team Primary Project Team
Financial Lead Practice Group Lead Project Manager
Knowledge Management Experience Lead IT Support
Marketing Lead Workflow Lead Practice Group Managers
Project Manager Practice Experience Administrator
Data Specialist
Data Specialist Project Manager Project Coordinator
How It Works
Attorney
Marketing
Practice Experience Administrator
Experience Manager
1.
2.
3.
4.
How It Really Works!
How It Continues to Work
Attorney
Marketing
Practice Experience Administrator
Experience Manager
Value Summary
Internal Benefits External Benefits
Provide a cumulative source of experience
Highlight key experience to external audiences (league tables, news releases, etc.)
Utilize experience across multiple functions
Improve response time for producing deal and case lists
Find attorneys in the firm with significant amounts or specific types of experience
Enhance external message marketing content on the website, proposals, pitches, etc.
Better tracking of work results Identify trends in the firm’s business such as industry or geographic segment growth
Better understanding of costs, fees and profitability
More clearly communicate and comprehend client successes
Keys to Project Success
• Create a BUS
• Spend time on project planning
• Understand how other administrative teams use experience
• Create team beyond marketing and use that experience
• Build system owners
DICKSTEIN SHAPIRO LLP Project Overview by:
Cyndy McColloughSenior Manager of Marketing Technology
Areas of Responsibility:
– Website
– Proposal Generation
– Emarketing
– Client Relationship Management (CRM)
– Social Media
– Experience
Dickstein Shapiro, founded in 1953, is a multi-service law firm with offices in Los Angeles, New York, Orange County, Silicon Valley, Stamford, and Washington DC.
@lawmktggeek
Project Overview
• Pain Point– Difficulty quantifying practice experience for RFPs, pitches, media,
strategic initiatives
• Clearly Identified Champions
• Phased Approach– Insurance Coverage Practice
– 900 matters (3 year period)
• Project Scope– Users
– Fields
– Project roles
– Dependencies
– Timeline
Project Process
• Internal and External Project Managers
• Establish Use Cases
• Pull Matter Service Records
• Engage in Attorney Interviews
Does this involve
litigation?
Can we publicize
client name?
Is it marketable?
Matter A:General
Questions
Can we publicize $ amount?
Yes
No
Pretrial
Trial
Arbitration
Mediation
Counseling & negotiation
Yes
No
How It Works
Attorney
Interviewers
Value Summary
• Quickly access comprehensive attorney experience
• Relate experience information to attorneys, offices, trial venues, expert witnesses, competitor firms, etc
• Quantify experience at a granular level for strategic analysis
• Leverage existing technology investments (Elite Billing, Website, Proposal Generator)
Lessons Learned/Advice
• Technology only gets you so far…process is key
• When choosing fields, identify must have vs nice to have
• Address ethical walls early on
• Involve paralegals / secretaries in interviews
• Control administrative access
• Promote business development value throughout firm
PLANNING CONSIDERATIONSExperience Management and Proposal Generation
Introduction
Amy Fielek
Director of Services, Business Development
• Part of Thomson Reuters since 2007
• Oversees the teams that implement Hubbard One’s PG, EM, CM, EMM, WF, & CN solutions
• Previously worked at LexisNexis, MDS Global Consulting, PwC, & Andersen Consulting as a consultant and manager.
Experience Management
1 Identify strategically valuable Use Cases
2 Complete a thorough Current State Assessment
3 Identify Stakeholders and Sponsors
4 Define a realistic Vision
5 Define, refine, & get agreement on Processes
6 Collaborate with IT
The challenge typically is not technology… but organizational preparation and readiness.
Proposal Generation
1 Define Business Case
2Standardize pitch formats3
Develop Pitch Design ahead of time
4 Keep formatting simple
5 Define plan for ownership & ongoing management of content
6 Develop other Use Cases
An unbelievably valuable tool … but keep it simple and streamlined.
Questions and Answers
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