Experience Databases and
Management –
If you Build it, (How) Do they Come?
ILTA Webinar
January 31, 2012
Our Speakers
• Kathrine Cain, Manager of Business Intelligence
Winston & Strawn LLP
• Lisa M. Simon, Chief Marketing Officer
Brownstein Hyatt Farber Schreck
• Deborah McMurray, CEO and Strategy Architect
Content 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 databases
IT 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 inhouse 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
Where are you in the process of building your
experience database?
10%
Thinking about it
14%
Upgrading/
Replacing
28%
Implementation
1
2
3
4
5
24%
Planning
24%
Maintenance
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
• Client / Matter
• Matter Type
• TImekeepers
• Jurisdiction
• Nature of
Suit
CompuLaw
(US Docket)
• Client Type
• Industry
New Business
Intake
•
•
•
•
Jurisdiction
Locales
Details
Languages
Enterprise
Search
Aderant Expert
(Financial System)
•
•
•
•
Narratives
Details
Core Team
Web / Marketing Use
DMS
+ Lexis Taxonomy
Analyzer
Attorneys & Bus Dev Staff
Winston.com
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
Enterprise
Search
Firm Systems
Case/Deal Team
•
•
•
•
Partner alert
for web
publishing
holding period
Narrative
Core Team
Marketing Use
Website Use
Bus Dev
Teams
Victory Email
•
•
•
•
•
•
•
•
Narrative
Core Team
Marketing Use
Website Use
Approvals
Edit content
Web description
Tag details
Winston.com
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
Experience
Engagement
Enterprise
Search
+
Experience
Reports
Client’s
Search for
Counsel
Winning RFP
Response
Business Story / Your Sales Pitch
• Expanded
relationship
• Specific need for legal
counsel
Prospective
Client
• Publicize
experience
to peers
• Resident experts
• Sample documents
Experience
Engagement
Enterprise
Search
+
Experience
Reports
Client’s
Search for
Counsel
Winning RFP
Response
• Google
• Rankings & Directories
• Public website
• Proposed team
• Representative matters
• Relevant experience
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 McMurray
214.351.9690 / 972.897.4921 (m)
[email protected]
contentpilot.net
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