Find and Leverage Your Firm’s Hidden Experts Tom Baldwin, Cadwalader Shirley Lindberg, Perkins Coie David Pulice, Reed Smith Business Genesis
Why is this important?
“ There is no question the ability to search the “ …The information can be gathered up and information archived in MPT has helped us win leveraged for my group in a variety of ways, significant new client work and improve our from finding out if we’ve worked with a rankings in key industry directories including company or one of its subsidiaries previously, … Legal 500, Chambers and The American to seeing how many transactions we’ve handled Lawyer. " that were over a specified value. " ~ Dave Egan, Chief Marketing Officer ~ Seth Hemming, Practice Group Leader
The Differentiator The Value of Knowing Marketing uses Legal Teams use Experience to appeal to Experience to identify New Clients SME on Client or Industry Business Drivers
• Institutional Know-how is a thing of the past
• Mergers & lateral moves
• Competition & Pricing Pressure
Mergers & Laterals Institutional knowledge goes the way of the dodo bird… Mergers
100 88 88
80 70 60 60 60 60 53 39 40 Mergers 20
0
*Altman Weil MergerLine Mergers & Laterals Institutional knowledge goes the way of the dodo bird…
• 39 firm mergers in first half of 2014, impacting over 13,000 lawyers Dentons 2,505 Hogan Lovells 2,366 Squire Patton Boggs 1,505 Wilson Elser 784 Quinn Emanuel 678 Husch Blackwell 545 Venable 540 Dinsmore & Shohl 512 Holland & Hart 477 Marshall Dennehey 501 Shook Hardy & Bacon 463 Sutherland Asbill & Brennan 442 Buchanan Ingersoll & Rooney 517 McCarter & English 415 LeClairRyan 369 Butler Snow 277 Robins Kaplan Miller & Ciresi 229
Total 13,125 • 88 mergers in 2013, impacting 26,638 *Altman Weil MergerLine
Mergers & Laterals Institutional knowledge goes the way of the dodo bird…
*LaterLink Survey of Amlaw 200 for first 3 quarters of 2013 Mergers & Laterals Institutional knowledge goes the way of the dodo bird…
• 74.5% expect movement to be a permanent trend* • 100% will acquire laterals as a growth strategy (250 layers or more)*
*Altman Weil 2014 LAW FIRMS IN TRANSITION study Pricing Pressure Finding and staffing with the right people has never been more important
• 87% developing data on cost of services sold (over 250 lawyers) • 39% are making significant changes to efficiency of legal service delivery • 59% are making meaningful changes in lawyer staffing strategies (over 250 lawyers)
*Altman Weil 2014 LAW FIRMS IN TRANSITION study Unexpected Uses Some welcome surprises
• Client Connections: • Board Affiliations • Clubs • Volunteer Organizations
• Diversity Reporting
• Foreign Language Skills
Finding the Hidden Experts at the Firm
Why is this Important to Perkins Coie
• The years of not competing for work are gone! • Firms must differentiate themselves when responding to Requests For Proposals • Firms that have grown may not be aware of all of the expertise of new attorneys/partners • Clients expect service from attorneys with expertise Finding the Hidden Experts at the Firm
At Perkins Coie - Why change
• Firm has experienced exponential growth over the past several years • More difficult for attorneys to know who has specific expertise • Some practice groups have expertise spreadsheets • No central location • Limited search capability • Very little visibility into the expertise by other Practice Groups • Lessen need for “Pardon the Interruption” emails
Finding the Hidden Experts at the Firm
How else is Perkins Coie using the Information
• Staffing matters with specific skill sets across all offices in the firm • Capturing information for submissions for league tables, Chambers and other external ranking authorities • Capturing information for proposal system • Streamlining submission for external website experience listings
Finding the Hidden Experts at the Firm
At Perkins Coie – What is changing
• Creation of Patent specialization page on Intranet
• Development of an Experience Management system
• Provides differentiated information based upon practice group • Import of information from individual spreadsheets • Search capability across practice groups • Integrated with other firm systems • Client centric view of experience
Perkins Coie Patent Specialization Listing Perkins Coie Experience Manager – Advanced Search – General Perkins Coie Experience Manager – Advanced Search - Business Perkins Coie Experience Manager – Advanced Search Results Perkins Coie Experience Manager – Adding New Record – Patent Litigation Perkins Coie Experience Manager – Add New Record - Business Perkins Coie Experience Manager – Completed Business Record Lessons Learned Rethinking Strategy on Uncovering Hidden Experience
• Coaxing EVERY Lawyer to • Provide the Lawyer with CONTINUALLY update Profile SELF-SERVICE Profile
• Tracking down EVERY MRA to • Create effective and capture rich Details USER-FRIENDLY Matter Profiling Tool ReedSmith Firm Directory ReedSmith Firm Directory ReedSmith Firm Directory ReedSmith Matter Profiling Tool (MPT)
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Important Info First ReedSmith Matter Profiling Tool (MPT)
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Gamify!!! ReedSmith Results
873 2223
237 1479
Profile Additions Matters Profiled Launch to 5 Mos. Launch 2.0 to 12 Mos. vs. v. 6 Mos. Prior 12 Mos. Prior Questions
We’ll now open it up for questions Thank You