experience databases and management – if you build it, (how) do they come? ilta webinar january...
TRANSCRIPT
Experience Databases and Management – If you Build it, (How) Do they Come?
ILTA Webinar
January 31, 2012
Our Speakers
• Kathrine Cain, Manager of Business IntelligenceWinston & Strawn LLP
• Lisa M. Simon, Chief Marketing OfficerBrownstein Hyatt Farber Schreck
• Deborah McMurray, CEO and Strategy ArchitectContent Pilot LLC – Program Moderator
Webinar sponsored by
Introduction and Observations
1. Cross-selling and revenue growth are the top priorities as stated by firm Chairs and Managing Partners – AmLaw 200 firms
2. 60 law firm mergers in 2011 – up 54% over 2010. 5 mergers announced between 1/6-1/19 2012
3. Next priority for firm leaders: lateral integration
4. The evolution of managing experience and databasesIT Project >> KM >> Marketing/Business Development >> -Office of the Managing Partner/Chair/Executive Committee
Introduction and Observations
• Proof that experience is more important than ever– More than half your website visitors view lawyer
biographies to learn: • What (specifically) have you done?• For whom have you done it?• What can you do for me?
ILTA Survey Results – Experience Databases
1. Where are you in the process of building an experience database?
2. Is, or will, your experience database be built in-house or purchased from a vendor?
3. What systems are (or will be) integrated with your experience database?
4. Who is the content owner of your experience database?
5. What is the size of your firm?
ILTA Survey Results – Experience Databases
28%Implementation
24%Maintenance
24%Planning
14%Upgrading/Replacing
10%Thinking about it
Where are you in the process of building your experience database?
12345
Start Here . . .
• Decisions to make – Start with your ultimate end users and work backwards (clients first >> lawyers >> marketing/BD >> IT)– Goals – what are your top three use cases?
• Client pitches, proposals, RFPs• Client selling conversations – cross-selling• Website – bios, practices, industries, more• Surveys – Thomson League Tables, other• Lawyers – KM
• Lawyers must regularly use it or they won’t keep it current – Build it to be used!
Experience System Overview
• Technology– Build v. Buy– What third party vendor to choose?
• Integration– Time and billing– CRM– HR databases– Website– Other
Experience System Overview
Experience System Overview
Experience System Overview
Aderant Expert(Financial System)
• Client / Matter• Matter Type• TImekeepers
DMS+ Lexis Taxonomy
Analyzer
• Jurisdiction• Locales• Details• Languages
CompuLaw(US Docket)
• Jurisdiction• Nature of
Suit
Attorneys & Bus Dev Staff
• Narratives• Details• Core Team• Web / Marketing Use
Enterprise Search
Winston.comNew Business
Intake• Client Type• Industry
Experience System Overview
Experience System Overview
Experience System Overview
Content Contribution
• What processes are in place?• Who inputs new matters?• How many fields per matter is too much (a
barrier to entry)?• Post launch, how much lawyer time is
required for each new matter?• Who is the ultimate owner of the experience
database, and who ensures the efficacy of the data?
Content Contribution
Content Contribution
Case/Deal Team
Firm Systems
Bus Dev Teams
• Narrative• Core Team• Marketing Use• Website Use Alert fo
r new
content
• Narrative• Core Team• Marketing Use• Website Use• Approvals• Edit content• Web description• Tag details
Partner alert for web publishing holding period
Winston.com
Enterprise Search
Victory Email
Business Story / Your Sales Pitch
• Making a business case for this investment is less difficult today than ever before • Benefits
– No more emails!!! (“Does anyone know anyone who knows anyone who does XYZ?”)
– What else?
Business Story / Your Sales Pitch
Business Story / Your Sales Pitch
Prospective Client
Client’s Search for Counsel
Winning RFP Response
Engagement
Experience Enterprise
Search +
Experience Reports
Business Story / Your Sales Pitch
Prospective Client
Client’s Search for Counsel
Winning RFP Response
Engagement
Experience Enterprise
Search +
Experience Reports
• Google• Rankings & Directories• Public website
• Specific need for legal counsel
• Proposed team• Representative matters• Relevant experience
• Resident experts• Sample documents
• Publicize experience to peers
• Expandedrelationship
Business Story / Your Sales Pitch
If you Had to Do it All Over Again . . .
• What is the one thing you would do differently?
What’s Next?
• Trusted Mobility• Viewed as mission critical• Greater investment by firms• Daily use by lawyers• What else?
Thank you!Zoomerang Survey Link – CLICK HERE to complete it now!Or go to: http://www.zoomerang.com/Survey/WEB22EJEYC7Z7K/
Speakers – Kathrine Cain, Winston & Strawn LLP– Lisa Simon, Brownstein Hyatt Farber Schreck LLP
Webinar Moderator and Sponsor:
Deborah McMurray214.351.9690 / 972.897.4921 (m)[email protected] Firm 4.0 Blog