1 Trends in Legal CRM and ERM Jennifer Smuts Director of Marketing Connolly Bove Lodge & Hutz LLP John Veldkamp Business Development Systems Manager Latham & Watkins LLP Susan Brelus Chief Development Officer Squire, Sanders & Dempsey L.L.P.

2 Survey Says … 1.Responses from firms with: – 49 or fewer lawyers 15% – lawyers 50% – lawyers 20% – lawyers 10% – 700+ lawyers 10% 2.75% respondents have CRM (InterAction, ContactEase) 3.10% respondents have ERM (InterAction, ContactNet) 4.35% respondents affected by budget constraints 5.Seasoned CRM users, immature ERM users

3 Top Challenges … 1.Buy-in, implementation, management 2.Lack of resources, qualified data stewards 3.Data integration (silos), segmentation (top clients, NAICS/SIC, demographics) 4.Budget restrictions 5.Inability to source ideal system 6.Advancing marketings position, best way to use data

4 You Say, I Want to Know … 1.Strategies for adoption, implementation, cultural hurdles. Value in hiring consultant? 2.How does ERM complement CRM? 3.Reports/tracking you get from CRM/ERM 4.What advanced users have been doing, integration 5.Utilization of practice management systems 6.Case studies

5 CRM, ERM, XYZRM … What Does It All Mean? image provided by Andrew Kazmierski

6 The Right Software Depends on the Firms Goals Consolidate information about client relationships and interaction Capture, search and analyze firm relationship data CRM ERM

7 Business Benefits Compared CriteriaCRMERM Value / benefits Client service, activity tracking, relationship management Who do we know and how well do we know them?, and related analytics Data entry / resource requirements Heavy / ModerateMinimal Communication / training required Heavy / ModerateMinimal Methods of hostingPrimarily onsite at the firm Pricing model Primarily licensed; occasionally subscription Primarily subscription

8 CRM - Basic Contact Information

9 CRM - Relationships & Touch Points

10 CRM – Sample Taxicab Report

11 CRM – Background Information

12 Data sources: Logs, Address Books, T&B, Phone ERM

13 View a targeted segment of your market ranked by relationship strength – for example, Relationships to the Fortune 500 Who holds strong relationships in each company? Which of the F500 might make a good prospect? ERM – Next Generation Analytics

14 ERM – Next Generation Analytics

15 Total Direct Relationships Available to a 1,000-Lawyer Firm (as of 10/1/2009) Relationship Capture: An Example

16 ERM CRMIn CRM: Add 2-4x more relationships View relationships by strength vs. alphabetically CRM ERM In ERM: Add contacts and relationships where address book is not completely synced with CRM Enhance ERM relationship score based on CRM activities Provide a more complete map of relationships for search and analysis ERM/CRM integrations are on the rise … 10x increase 2009 vs. 2008, Now 30% of ERM installations The Union of CRM and ERM?

17 CRMERM Contact Manager by Hubbard OneBranchIt by BranchIt Corp ContactEase by Cole ValleyContactNet by Hubbard One CRM4Legal by Client Profiles / MicrosoftRelationship Discovery by Cole Valley IntelliPad by Versys CorporationInterAction IQ by LexisNexis InterAction by LexisNexis Examples of Products in Use

18 Evaluating Your Needs Requirements / challenges Budget / resources / staffing Privacy / security

19 Questions to Answer What is the most important reason to implement CRM? How is that communicated to stakeholders? What formula can a law firm use to determine ROI on CRM / ERM? Metrics? Quantifiable, verifiable? Whats the biggest selling point of a CRM system? How do these systems make our jobs easier? How do you sell these systems to management? How do these systems complement each other? What are the similarities / differences between CRM / ERM and how do they separately / together enhance an attorneys business?

20 Contact Information Jenn Smuts Director of Marketing Connolly Bove Lodge & Hutz LLP Susan Brelus Chief Development Officer Squire, Sanders & Dempsey L.L.P John Veldkamp Business Development Systems Manager Latham & Watkins LLP