We are excited to announce that ContactEase has been acquired and is now part of the SurePoint family. The acquisition creates the first legal technology platform integrating real-time CRM into practice management and financial data, allowing law firms to holistically manage and grow client relationships.
SurePoint Technologies is a leading provider of financial and practice management software to law firms nationwide. For more than 40 years, law firms have relied on SurePoint’s award-winning enterprise software to drastically improve workflow and maximize financial performance. With a community of more than 50,000 members, SurePoint continues to transform the legal industry by enabling law firms to unlock higher performance by freeing lawyers of administrative burdens so they can spend far more time focusing on their clients and their practice.
The benefits to law firms are unmatched. The merged platforms will provide law firms a single source of information for their marketing and business development efforts: CRM combined with financial, practice management, business intelligence, and profitability. The acquisition means that we will have more resources to accelerate our innovation trajectory.
We want to assure you that you will have the same great team to take your support calls, answer your training questions and deliver a best-in-class experience. Everyone from the ContactEase team is staying on and joining SurePoint. You can continue to reach us at our regular emails and phone numbers.
We are excited about blending SurePoint’s leading software engineers, accountants, and lawyers with ContactEase’s team of former law firm marketing leaders and professionals. Together, we will continue to design solutions that transform the legal industry, enabling law firms to unlock higher performance by freeing lawyers from administrative burdens so they can spend far more time winning new business and focusing on their clients and their practices.
Thank you to the ContactEase Community for your support and partnership. We could not have reached this significant milestone without you. We look forward to the future and being part of SurePoint.
While Larson is a relatively new firm (established in 2016), the firm’s attorneys have tried and won cases in federal and state courts and before arbitration tribunals around the world and include some of the most recognized legal victories of the last decade. The firm is focused exclusively on high-stakes litigation cases and winning trials and resolving disputes on behalf of its clients.
CRM was identified as a priority before Rinne was hired, but as the firm’s first marketing director, she knew it was important to identify practical use cases to increase attorney adoption of the system and encourage its use to build a business development culture at the firm.
Rinne noticed the partners weren’t using their contacts for business development. This is something we hear frequently from marketers. Attorneys have great networks but often aren’t comfortable talking about themselves. This is something Rinne hopes to change at Larson. How? By sharing the knowledge she acquires across the firm. Rinne tracks most of this information on her own, but she doesn’t keep it to herself. When she receives information that can benefit another partner or practice, she shares that information with others. She preps her partners for meetings by providing suggested talking points to help them reframe their conversations. “I’m always trying to connect the dots and reinforce the value of the firm’s relationships,” she said. And her attorneys are paying attention.
“We sent an email about a recognition we received in a legal publication here in Los Angeles,” she recalled. “Someone who played basketball with one of the partners was on the email list and happened to be in the market for new outside counsel.” They read that news and immediately reached out.
Elliott understands these challenges and frequently coaches clients trying to overcome them “Clients always want to know how other firms are using CRM,” she said. “When I tell them that the most successful firms are tracking business development initiatives and taking ownership through marketing, I’m not sure they always believe me, but it’s true, and the easier it is for them to do so the more successful it will be.
By taking on a little extra effort now and building that culture, Rinne and marketers like her won’t be doing it themselves for long. To create that culture, you do have to lay the groundwork and show the value. Attorneys need to know that they’ll see a return on investment for their time and when they do, they’ll be willing to participate often and earlier going forward.
So, what advice does Rinne have for marketers trying to do the same? “I have my ears open all the time,” she says. “I just write it all down and then I go into ContactEase and enter as much detail as I can and set a reminder to follow up.” Her managing partner has been great about bringing her into the loop as well. “We’re trying to get everyone to copy me on e-mails as much as possible. We’re working on building that culture together. When there’s a pitch opportunity, they have to meet with me to get the marketing materials and if they don’t need them, then I look for other ways to get involved.”
As the firm’s first marketing director, it’s a new experience for many of Larson’s partners. In the meantime, Rinne keeps her ears open, makes herself available, and focuses on showing value to the firm with the resources she has available.
In late 2021, ContactEase Director of Client Services, Amber Elliott, sat down with two law firm marketing professionals to talk to them about the importance of CRM and why 2021 was the right time for their firms to implement ContactEase. Joining Elliott for this discussion were Jil Rinne, Director of Marketing at Larson LLP in Los Angeles and Lindsay Vendegnia, Marketing Manager at Moye White in Denver. Over the course of the discussion, they shared:
How they identified the need for CRM
The problems they were trying to solve
How they made the business case for CRM
CRM is often driven by marketing, but shortly after joining Larson, Rinne’s managing partner asked her to find one — the firm’s first. “While this isn’t the first firm where I’ve used CRM, it is the first time I’ve selected and implemented one,” she said. Because the firm had already identified CRM as a priority project, it only took her about a month to decide on ContactEase. She admits she already had a few providers in mind, but after receiving several referrals from the legal marketing community, her attention turned to ContactEase. “And it turned out to be exactly what I was looking for,” she said.
While ContactEase was one of the first platforms Moye White looked at, it took the firm a little longer to make their decision. Vendegnia and her team used a technology broker to identify options that they may not have considered initially. Even before she joined the firm in 2017, Moye White had been looking for a new CRM solution. “The technology broker looked at other options to make sure we weren’t missing anything, and every single time we kept coming back to ContactEase.”
For Rinne, it was the fact that ContactEase integrates seamlessly with marketing automation software, specifically Constant Contact. She was looking for a solution that would integrate seamlessly with Outlook and she didn’t want something with too many bells and whistles because she wanted to focus on the basics – getting lawyers to enter their contacts and share information to maximize the firm’s relationships and drive business development and marketing forward. She wanted to keep things easy for them and didn’t want to force them to learn new software.
For Vendegnia, the ContactEase team’s law firm experience was a key differentiator. “Everyone on the team that we talked to or worked with has law firm experience. From the first conversation I had, I knew they understood my needs and to communicate the value of the platform and the value of a firm-wide CRM strategy.” She continued, “The other platforms we looked at just didn’t seem to understand the professional services model in general. They were focused on sales and not on the relationships which was really important for us.”
It was important that the firm’s new CRM work with their email platform, but other integrations like time and billing and ERM (ContactEase Relationship Discovery) were just as important. “We needed to know that when we invested in a platform that it could grow with us. We weren’t interested in trying to grow into a solution. We knew that ContactEase would allow us to move into something more robust, so we didn’t have to start by spending a lot of money on features we weren’t ready to use and that our lawyers may never use,” she continued.
It was also important that the platform was easy to use. Vendegnia’s management expressed concern about low adoption rates among CRM platforms, so ContactEase’s industry-leading adoption rate was especially attractive. With that knowledge, she knew that the firm’s chances for a successful implementation were good and that lawyers were actually using the system. “We’re not at 100%,” she admits. “We do have some attorneys storing their contacts in Excel, but that’s a different issue altogether,” she said with a laugh.
Of course, firms look for CRM for many different reasons. And what matters to marketing may not be of importance to the firm’s lawyers, but it’s important that a firm’s CRM meet expectations for all users. When Vendegnia learned that the firm’s current CRM would no longer integrate with Outlook, she knew she had to act and she had to act fact. “We walked into 2020 knowing that the system would no longer work for us,” she said. Vendegnia has worked hard to build a culture of business development and knowledge sharing at her firm and she worried that without a system in place some of that work would be undone. When looking for a CRM, she went back to the basics.
She wanted to do a better job sending client alerts and driving registration for webinars and events. At the time, she had no idea how important that would be. Short term, she wanted a central database of correct, updated contact information to ensure clients and contacts were receiving the firm’s communications and she wanted to provide her lawyers with access to that information. The firm also experienced a growth spurt in 2021 and wanted to make better connections across the firm. “Our attorneys can go to ContactEase instead of sending an email to everyone asking, “Hey, does anyone know this person?” And they’re using this information to manage key relationships and make strategic connections.”
For Rinne, it was about improving the performance of the firm’s email campaigns and encouraging a culture of business development and doing it in one platform. At Rinne’s other firms, the systems didn’t integrate which often led to inaccurate data and a lot of inefficiencies. She found herself working in multiple platforms, “At the same time, all the time,” she recalled. Who can’t relate to that?
Next time: In the next post, we’ll share how the firms approached implementation during a pandemic and the problems they’ve solved with CRM.
Law firm CRM has come a long way. From integrations to automation, it seems like today’s CRM can do it all. From integrations to automation, it might seem a little silly to focus on something so basic, so traditional as holiday cards. Then again, given the response to the survey it seems like most marketers understand pretty well.
Yes, CRM can integrate with your firm’s systems like time and billing and it can automate processes and improve efficiencies. When used as part of a firm’s overall marketing and business development strategy, it can even help win new business. Yet with all the advances CRM has made, we receive numerous questions about holiday cards every year.
Holiday cards can be a lot of work. Are they worth it? Respondents to this year’s survey seem to think so.
Firm size: Ranged from 13 lawyers to over 1200 with an average of about 160 lawyers per firm.
Firms sending cards: 90% of firms responding sent cards in 2021 (down slightly from last year).
Total number of cards sent: Ranged from 150 to over 29,000 with an average of 6,000 cards sent per firm.
Time spent: Ranged from about 5 hours to over 200 or about 800 hours cumulatively and 40 hours on average, or in the words of one unnamed respondent, “Ugh. Too many!”
While it can be hard to quantify ROI, we know that most firms are spending tens of hours on holiday cards. Of course, this doesn’t take into account the time spent by marketing or others in the firm who are sending requests for contact information or updates to mailing lists – the cat herding you have to do leading up to holiday card season. No matter how you approach it, you’re probably reaching out at least a few times.
Other interesting takeaways from this year’s survey include:
Fewer firms are sending paper cards
More firms are sending electronic cards
More firms are designing their own electronic cards and videos
And is it just us or are law firm cards getting more creative? We’ve seen many cards taking advantage of the firm’s musical and artistic talents. From pulling together a firm band to sharing old family recipes, today’s law firm cards are increasingly clever, creative and personal. For some inspiration, check out Above the Law’s annual holiday card contest winners.
Based on the survey results, it’s a safe bet that many marketers will be focused on holiday cards again soon. There are a some things you can do now to get started and prevent future holiday card horror stories:
It’s never too early to get started. Take a little break to enjoy the new year and reflect on your successes.
Q1: When you’re ready, take some time during Q1 to go through your undeliverable cards – whether that’s bounced emails or a stack of returned envelopes, don’t wait until the next holiday card season to know who isn’t receiving your communications. If they didn’t receive your holiday card, they probably didn’t receive anything else you sent them.
Q2: Start thinking about the type of card you’ll send. Did you get great feedback to the new video card? How can you improve? Will you need outside assistance? Now is the time to make a plan.
Q3: If you’ve done the cleanup and planning in the first half of the year, Q3 can be dedicated to getting lists in front of your lawyers to give them plenty of time to update their contacts.
Q4: And if you do that, you’ll be ready to send those cards in Q4 and maybe even get out of a few of your own!
TLDR: Want to know how law firms approach holiday cards? Please click here to take our annual holiday card survey. Share what your firm got right this year and submit your holiday card horror stories for a chance to win!
Integrations like time and billing and marketing automation, allow firms to take their CRM strategy beyond who knows whom to who knows them best while saving time, improving communication, and enhancing the client experience. We love to hear from clients using ContactEase to advance their marketing strategy and win new business – and we do, almost every day!
Yes, CRM can do so much now. Yet every holiday season we see an increase in questions on the basics of contact management and holiday card best practices. That’s why we want to hear from you. Tell us how your firm approached this holiday card season. Share your accomplishments and submit your holiday card horror story for a chance to win a prize.
In the final Tech Partner Talk of 2021, Amber Elliott and Sara Coffey, are pulling from the earlier talks to help marketers and other tech partners make the most of their relationships.
From making the business case to keeping things moving forward, the right partner really can feel like a best friend. Check out the the Resources page of our website for the full broadcast or to listen to the earlier ones.
The right tech partner is just like your best friend. How?
They have your best interest in mind. One size doesn’t fit all and the right partner knows they’re not for everyone. What works for one firm might not work for another. The right tech partners knows when they’re right for you.
They show up during the tough times. Implementing new technology at a law firm isn’t easy, but maintaining the momentum can be even more challenging. At ContactEase, we partner with our clients for long term success.
They have similar interests, but their primary interest is your success.
They actively listen. Tech partners should be experts in their field and understand the the industries they serve. They should also be ready to listen to their clients’ to understand their pain points and their challenges.
They accept you as you are. We know that the legal industry can be slow to adapt and working with lawyers presents its own unique challenges. Even the best tech partner can’t change that, but they can provide solutions to make your work life more efficient and save you time, streamline your processes and deliver ROI.
They’re supportive. The right tech partner understands your challenges, has empathy for you and your experiences and can offer creative solutions.
They’re trustworthy. You can count on the right tech partner to offer sound advice and guide you forward.
In our earlier Tech Partner Talks, we shared questions to ask your tech vendor and why their answers matter, talked about the importance of law firm experience and why it’s important to know how many people are actually using the product, and the importance of understanding what happens when the implementation is finished. And while each of these talks is focused on helping you find the right partner, in this session we’ll look at both sides of the partnership — the one between vendor and firm. As always, you can find the full session as well as the earlier sessions in the Resources section of the ContactEase website.
Building the right internal team is just as important as selecting the right outside partner. You’ve heard it dozens of times if not more — it’s about the people and the processes not jus the platform. And it’s true! Including the right people from the start will help ensure buy-in for your project and keep it moving forward.
As Director of Client Services at ContactEase, Amber Elliot leads the implementation team – this means she works with clients from the start. It means working with firms rolling out CRM for the first time as well as transitioning from other products and overcoming failed implementations. After the implementation, she often finds herself offering guidance on best practices, providing a shoulder to lean on and works with our own internal teams like training and support to ensure clients receive relevant and useful content.
So, what does a successful implementation look like to Amber? Let’s hear from our in-house expert, “For me, a successful implementation really comes down to having the right team and a clear strategy. Identifying the right project team is a critical step in a firm’s planning process and it needs to be done early on. By the time a firms has signed a contract, they should feel pretty good about the vendor they’re partnering with and have probably met the people they’ll be working with, but often find that there hasn’t been a lot of thought given to the internal project team,” she said. Elliott finds that while most firms come into the project with a good idea of who the key team members will be often they’re surprised to hear her suggest adding or even not including others.
Depending on the size of the firm and the scope of the project, a typical project team for a CRM implementation might include:
Marketing & Business Development
Internal Project Manager
ContactEase Project Leads
When considering who to include from, you’ll want to think about how your team is comprised. How big is your team? If you’re a department of one (or even two), it’s pretty obvious that the entire department will be intimately involved with a software implementation. For larger teams, it probably doesn’t make a lot of sense to have everyone involved. When looking at who to include from the marketing and business development, your first instinct is probably to include your director or CMO. For some firms that will be the right decision, but that’s not always the case. Often times the director or CMO will be involved in the purchase of CRM, but they’re not always the best person for the implementation team because they have higher level priorities and don’t always have the time to focus on the project at a granular level. They will often entrust other members of their team to take an active role in the project and report back to them about what they need to know and what they need to do to keep things moving forward.
When you are selecting project team members, you want to make sure they are capable of understanding the higher concept ideas and the firm’s goals for the new technology so that they can translate those messages to others in the firm and ensure the identified goals for the project are being met.
Information Technology (IT)
Of course, no tech project is going to move forward without IT involvement. And it’s especially important for your IT team to understand the project’s technical requirements. For example, an on-premise solution may require more resources than something in the cloud.
Again, you might think that a CIO or director would be the good choice, but if their responsibilities are spread thin — working across multiple projects and priorities — you may want to rethink it. Questions to ask might include:
Who will be working directly with lawyers and others to implement the new technology?
Who will be answering technical questions?
Can the IT members of your team effectively translate the requirements to others in their department or in the firm?
Internal Project Manager
The internal project manager is probably the most important element of your team. It’s critical that you identify one member of your team as the internal project manager. This person will work closely with both the internal team and the vendor team and is ultimately responsible for the success of the project from beginning to end. Your internal project manager should be someone who isn’t afraid to ask questions, can make sure other members of the team are meeting deadlines, and has a clear understanding of the goals and objectives for the project.
The data steward is the most common role we find hasn’t been allocated at the start of the project and it’s one of the most important. There are many ways to successfully fill the data steward responsibilities. Not all firms have full or even part time data stewards. Some prefer to dedicate a staff member for a couple of hours each week, others just do it where they can. There are also companies who provide data steward services, so outsourcing is an option. There are options for automated data cleanup as well. During the implementation, you’ll want the data steward involved because there will be key milestones for things like data clean up and finalizing your internal style guide. These are things that will affect the project even after the implementation is complete.
Vendor Project Team
On the vendor side, you should also have a dedicated team. Make sure the technology partner you’re selecting tells you how they staff their project teams.
Don’t Forget About Your Stakeholders
While they aren’t official members of your project team, it’s important to involve stakeholder representatives. These are people who can convey key messages about your project and the problems it will solve to their peers. They can also work as an extension of your project team – they don’t need to be caught up in the details. Keep them well-informed and make sure they’re capable of selling the product’s benefits across the firm. And just like your project team, your stakeholders should represent user types from across the firm.
For more information on building the right teams and to hear how firms benefit, be sure to check out the full broadcast on our Resources page!
In the latest installment of our Tech Partner Talks series, ContactEase Director of Client Services, Amber Elliott and Documentation & Training Specialist, Sara Coffey discuss the importance of finding the right partner to move your projects forward and share some of the questions they think you should ask every potential tech vendor.
The wrong partner can really derail a project and potentially affect buy-in for future projects however the right partner can be your success for years to come. Check out the full broadcast on the Resources page of our website and read on for our top three questions to ask every potential tech vendor.
Question 1: Have you worked with law firms? How many?
At ContactEase, our focus is on professional services firms. Many of our clients are law firms and many of our team members are former clients. We know the legal industry. This is important because law firms are a unique business culture and if your vendor doesn’t understand that they may not be the best partner for your firm. The distinction becomes eve more important if your lawyers are going to be involved in the decision making process and also if they’re going to be using the product themselves.
If you’ve come to legal from another industry, you know that law firms just run differently. In addition to the pace, there are considerations like ethics rules, client service and a general understanding of the culture, language and work.
Early in Sara’s career, she would try to bring in friends for creative projects and it caused some frustration because often they just didn’t understand how law firms operated. I’ve also seen She also experienced frustrations with vendors who argued they could make it work because they’d done it a million times before and “how different could law firms really be?”
Question 2: Does your product integrate with other firm systems?
Integrations are popular for many reasons. We’re all looking for ways to improve efficiencies and ensure we have the best data in front of us. You may not be able to add more people, but you can leverage products and processes to make your work life easier.
When it comes to CRM, some of the most important integrations are with financial systems and email campaign platforms. An integrated ERM component is also a huge benefit:
Integrating your firm’s CRM and financial systems streamlines data entry processes. It can eliminate a lot of that back and forth between marketing and finance and help provide you with the most current information when and where you need it.
Marketing automation integrations like with Constant Contact for example or any other email campaign tool – improve efficiencies for the marketing department – not only when it comes to getting your mailings out in a timely manner, but also to ensure that you’re getting those campaign metrics back into your CRM system where you can analyze and report on the effectiveness of the firm’s targeted marketing initiatives.
An integrated ERM tool ensures you are getting all of the firm’s contacts into your CRM system – even those that aren’t being entered by the attorneys. And even more importantly – you get critical relationship information so you understand not only who knows whom but who has the strongest relationship with each contact so you can truly leverage those existing relationships.
The systems you’ll want to integrate with will vary from firm to firm and depend on your unique goals, just keep in mind some products claim to do it all but when you integrate different platforms rather than look for one that keeps everything in one place you can ensure your products are doing what they do best.
Question 3:How is your product accessed? Is it on-premise or in the cloud?
Historically, law firms and the legal industry as a whole have been reticent to move their systems to the cloud. While many firms were beginning to look for cloud-based solutions, the pandemic of 2022 sped things up for many. When we’re talking about the cloud, it’s really just a way to say that files are housed offsite on “someone else’s computer.” Some firms are moving towards cloud-only solutions while others aren’t quite ready. Ultimately, its up to the firm. As long as there is need, we will always meet our clients where they are and where they want to be.
For further expansion on the questions above as well as more questions to ask your potential tech partners, visit the Resources page on the ContactEase website. Be sure to check back next week when we’ll be discussing how to build the right teams.
ContactEase Director of Client Services, Amber Elliott, and Documentation and Training Specialist, Sara Coffey recently got together to discuss how law firm marketers can successfully make the business case for new technology. Spoiler alert: address your lawyers’ pain points to solve your own! In this inaugural session of ContactEase Tech Partner Talks, Elliott and Coffey reflect on their own experiences as law firm marketers as well as what they’ve learned helping firms implement ContactEase. To listen to the full talk, visit the ContactEase CRM Resources page.
In her role as Director of Client Services, Elliott works with firms of all sizes to implement ContactEase CRM and other products. She works with firms that brand new to CRM as well as those who are transitioning from other platforms. From helping prospective clients obtain buy-in and choose the right partner to helping firms refresh their CRM strategy years after an implementation, the ContactEase team has developed strong relationships. During each talk, we’ll use that experience to show how finding the right partner can be just as important as finding the right platform.
As marketers, you have to have the systems and processes in place to market your firm, help your professionals strengthen their relationships, and win new business. You don’t have to go it alone. The right partner can carry some of that load for you. Over the next few weeks, we’ll show you how to make the business case, find the right partner, build the right teams, and keep it all moving forward! The examples we’ll share do come from CRM, but the advice is the same no matter the platform you’re considering or the problems you’re trying to solve.
When making the business case, it’s important to identify your key stakeholders first. Some marketers may be in a position to make the buying decision, but in a lot of firms that happens at the committee level. Either way, you need to have buy-in from the key decision-makers and your stakeholders who will be using your new platforms. It really doesn’t make any sense to invest in technology your lawyers aren’t going to use. That’s why, when you make your business case, it’s critical to put them first. Focus on their pain points and their problems. In doing so, you’re going to find that you’ll be able to address your own. A win for everyone!
Let’s take a look at some of the common pain points we hear from marketers:
It takes too long to pull together a mailing list
Our contacts really aren’t receiving relevant information from us
We lack coordinated outreach
I bet you can relate to at least one of those, right? But, what’s missing? How it affects your attorneys. Attorneys don’t really care that it takes you hours to pull a mailing list together, or that you’re waiting for them to provide feedback on a list you sent weeks ago, but when you take that problem and position it in a way that impacts them directly — their practice, their professional reputation, and their relationships — they’re going take notice. So, your problem goes from, “It takes us hours to pull together a list” to things like:
Contacts aren’t receiving the e-alerts you’re writing
Contacts are missing out on timely and relevant information from the firm
Contacts are receiving this information from our competitors
Contacts may think we’re behind the curve
Elliott recalls working with practice groups at her former firm. One practice group she worked with was very active sending frequent alerts and always ready with information to send to their contacts. On the surface, they were doing everything right, but when they took a closer look at the lists they realized nearly 1/3 of the contacts didn’t have an email address. This meant that they weren’t receiving any communications at all. It’s examples like this that you want to look for in order to tell your lawyers how new technology will solve their problems.
So, when we look at the problems we’ve identified above we can argue that with a CRM we’ll have all of the firm’s contact data in a central location which is going to make it easy to categorize contacts for targeted marketing campaigns, update and review lists efficiently and ensure you have the data you need to get your e-alerts and mailings out quickly and to the right audience.
It’s a good way to show lawyers they’re doing it right but they could be doing it even better. Another frustration we often hear from marketers is that “we don’t know what our lawyers are doing.” Sometimes lawyers don’t understand why this is important for marketing. Let’s think about the implications when marketing doesn’t know what their lawyers are doing:
We don’t know what mailings clients are receiving or if they’re receiving them at all. When this happens, either through a missing email address or the inability to track the touchpoints, clients and contacts are missing out on potentially important regulatory updates that affect their business and their bottom line. They may think that the firm didn’t know about emerging issues and are just behind the curve.
When multiple lawyers reach out to the same clients, it shows a lack of coordinated outreach. The firm could appear disorganized and unprofessional, and it can be confusing for clients, too.
We don’t know the status of proposals and pitches. You may miss out on important deadlines or pitch for work that doesn’t pay well. You may even be including irrelevant or outdated information. At one of Coffey’s former firms, marketing decided to start tracking RFPs from a couple different angles:
Win rates when marketing was involved from the beginning
Time to complete when marketing was involved from the beginning
Who won the work
When the firm started tracking this information, they realized that when marketing was involved from the beginning there was a higher win rate and it took less time to respond. The marketing team also helped make the case against submitting certain proposals which freed up time and resources. When lawyers learned that marketing’s involvement paid off, they were brought in earlier and often.
In our last example, we don’t understand the firm’s relationships. Lawyers think they know their relationships and so they don’t think about the benefits of a firmwide understanding. To drive the importance of this home, lawyers need to hear:
We’re missing opportunities because we aren’t spending the best person to ask for work
We’re unable to effectively cross-sell the clients
We’re missing out on additional opportunities to provide superior client service
We don’t understand what more we can be doing for our clients
To address these pain points, you may want to look for an enterprise relationship management or ERM platform that integrates with CRM. This ensures you have all of the firm’s contacts in one location, even though that don’t make it into the attorney’s Outlook. On its own, CRM will tell you who knows whom, but when you add ERM into the mix, you can also who has the strongest relationship, and that will let you know how you can leverage those existing relationships across the firm for business development purposes. ERM also provides industry segmentation that allows you to identify growth opportunities in different sectors.
At Coffey’s last firm, understanding industry segments allowed the firm to develop a new industry group. The firm used NAICS codes to identify and segment industries in CRM and uncovered growth opportunity in higher education and other industries. a lot of relationships in higher education and make the business case for the industry group and expand our representation of colleges and universities.
These are just a few pain points we hear from firms. Just remember, no matter what yours are, when you really start thinking about your pain points and find a way to position them from your stakeholders’ vantage point, you’ll be able to gain the momentum you need and get buy-in for your projects.
Communicating with your firm’s contacts has never been more important. In this webinar, you’ll hear from Jill Rinne, Marketing Director at Larson LLP and Lindsay Vendegnia, Marketing Manager at Moye White — two law firm marketers using CRM to advance marketing, strengthen relationships, and help their firms win more business.
What We’ll Discuss:
How they identified the need for CRM
The problems they were trying to solve
How they made the business case for CRM (and why they selected ContactEase)
Lessons learned and advice for fellow marketers
And of course, we’ll leave time for questions. Anything you ever wanted to know about CRM? Here’s your chance to ask! Feel free to submit them in advance when you register.
Can’t join us live? Register anyway and we’ll send you the recording.
Jil Rinne’s enthusiasm for branding and persuasive messaging combined with her insight into the legal industry and a keen understanding of how lawyers think, work, and communicate allows her to create effective and compelling stories about the people behind the firm. Prior to joining Larson LLP, Jil managed the marketing and communications department at a litigation boutique in Los Angeles and worked at two Am Law 100 firms in Boston. She is a member of the Legal Marketing Association and co-chair of the Homelessness Working Group for the Law Firm Antiracism Alliance.
Lindsay Vendegnia uses her passion for marketing, communications, and business developmentto develop new tactics to support emerging and developing practice areas and work with her team to create and implement the strategic efforts of her firm’s practice groups. Prior to joining Moye White, she acted as the Client Services Director of JC Denver Home Team and the Program Communications Director at the Parkinson Association of the Rockies. Lindsay is a graduate of the University of Oklahoma and is pursuing her Master’s in Marketing from the University of Colorado at Denver.
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