In association with BD TECH INSIDE THIS ISSUE: Powering Up. Business development teams are the engine rooms in most law firms, to ensure peak performance they need the best tech tools for the job Page 4 Under the Spotlight: Customer Relationship Management (CRM), E-Marketing and Proposal Generator Page 14 The Innovators: Other Serious Kit for the BD Tech Toolbox...Page 16 Page 1 BD Tech Report • June 2018 In association with Page 2 BD Tech Report • June 2018 In association with Andy Sparkes, General Manager LexisNexis Enterprise Solutions Foreword The importance of Business Development (BD) and Customer Relationship Management (CRM) in the legal sector has never been greater. Given changing market dynamics, and increased competition, law firms are investing to continue to professionalise their BD and relationship management capabilities to help drive growth. This report from Legal IT Insider is testament to the commercial importance of these functions to law firms, as told by marketing and business development professionals themselves. It is no secret that it is far easier to maintain and grow revenue with existing customers than it is to win new business. While a CRM system is valuable for winning new customers, it also plays an instrumental role in helping to manage and extend existing relationships to deliver growth. There have been lots of exciting technology innovations within the sector over recent years – from automation of data entry, to relationship scoring and profiling. As a result, the CRM market has remained competitive with a regular stream of new entrants coming into the industry. However, as this report highlights, driving success requires more than just a tool or system. • First, it is imperative to align the firm around the philosophy of institutional relationship management – and a joint commitment to adoption of the associated processes and tools. • Secondly, delivering the insight and intelligence to drive decision-making and action requires not only tools, but also analytical and influencing capabilities. • Thirdly, firms must continually strive to ensure that the CRM tools they use are embracing sophisticated techniques to manage their data quality – otherwise their analytical insights could be incorrect and user confidence damaged. As a market leader, InterAction is investing in all these areas and exploiting the latest technological developments including artificial intelligence, machine learning and natural language processing whilst ensuring that our customers are embracing all the capabilities that exist within the solution today. The innovation within the legal BD and CRM arena underscores the growing importance of these areas to law firms. The profile of BD and marketing professionals is on the rise; but it is incumbent on the pioneers to help their firms seize this opportunity to drive behavioural change, and work with their suppliers to make the most of the tools and services available. Page 3 BD Tech Report • June 2018 In association with Powering Up. Business development teams are the engine rooms in most law firms, to ensure peak performance they need the best tech tools for the job Although some law firms remain suspicious of or combinations may be the only path to growth change, in a year that saw Rosenblatt become the for some. The trend is already startlingly obvious. fourth UK law firm to float, it is clearly no longer Last year’s union between CMS UK, Nabarro and accurate to say that the legal market is completely Olswang stood out as the largest ever law firm merger resistant to it. Indeed, the legal market – in the UK in the UK. The market also saw a flurry of headline and US in particular – has become a hotbed of transatlantic deals in 2017, including Norton Rose technological innovation, with increasing competition Fulbright’s acquisition of New York-headquartered and consolidation ensuring that firms simply have to Chadbourne & Parke and Eversheds’ combination become braver in their utilisation of new technology with US-based Sutherland Asbill & Brennan. The and operational structures. Behind every great law extremely acquisitive Dentons, which sets out its stall firm stands a great business development director, as the world’s largest law firm, continues to absorb looking for ways to strengthen client relationships smaller outfits at a dramatic pace to maintain its edge and increase efficiencies; supporting communication over its rivals; in 2017 it added a total of seven new between internal departments through technology has firms including Scotland’s Maclay Murray & Spens become key to achieving both of those aims. If the and Netherlands-based Boekel. Against this backdrop perennial criticism that law firms are commercially of consolidation, technology is imperative to ensure clumsy does not ring true any longer, it is due to these integration and effective client management. thought leaders and they, sometimes together with IT “The law firms and professional services entities directors, knowledge managers or innovation officers, that are going to be successful over the next three are responsible for choosing the technology that will to four years are going to be those that collaborate get departments talking to each other to upsell to across practice group or service lines, across existing clients and spur law firm growth. multijurisdictional territories and across problems “It’s a really interesting time because the new and businesses that clients are facing to service technology that is coming to the market is really them effectively,” says Clifton Harrison, director of trying to drive better collaborations within law firms marketing and business development at Eversheds – from many different perspectives and approaches,” Sutherland. “The only way you are going to do that is says Sean Twomey, ‎director of business development by having a truly supportive and collaborative platform and marketing at international law firm HFW. “What to support your business development efforts.” will make these new tools successful is their adoption As all projections point to continued consolidation by management to help them understand their own in the legal market, technology has clearly become a business, to break down the silos and to recognise, critical way to ensure all elements of a newly-merged reward and encourage the partner behaviour that multi-site firm can communicate seamlessly and facilitates working better together.” remain on message. From an external point of view, it is also essential to monitoring client relationships as A disrupted market well as being an increasingly important branding tool. Globalisation and pressure on fees has led to “The industry has been discussing the potential an uptick in legal mega mergers over recent years, for disruptive innovation in the legal market for as firms look to scale up to diversify their client base several decades but law firms are now finally and protect growth. As new entrants – from nimble starting to change. Not all firms have woken up and start-ups through to established professional services understood the level of transformation and disruption heavyweights breaking into legal services ¬– continue happening in their markets but those that have now to make inroads into market share, firms are being see it as essential for their survival,” says Stuart Barr, squeezed like never before. chief product and strategy officer at HighQ, which is a According to projections published in the 2018 software as a service (SaaS) company providing secure Client Advisory report by Citi Private Bank and cloud-based collaboration, project management and Hildebrandt Consultants, growth across the global process automation software. “Those firms that were legal market will remain in the mid-single-digit range first to spot the potential and be the early adopters are on average this year, with a strong brand essential to using technology, legal process improvement and a capture revenue growth in established markets and new client-focused approach to legal service delivery industries. The report also suggests that lateral hiring as a real competitive advantage.” Page 4 BD Tech Report • June 2018 In association with Change the game with deeper client insights. When you know more about clients or prospects than your competitors, you’ll win more business. That’s your return on investment with Thomson Reuters 3E Business Development, a cloud-first solution that delivers a complete, clear picture like nothing else. Thomson Reuters datastreams push company profiles, relationship data, and competitive intelligence right to your lawyers’ mobile devices. They can even update client data in your CRM on the go. Learn more at elite.com/3e/business-development © 2018 Thomson Reuters S068108/6-18 Page 5 BD Tech Report • June 2018 In association with “The strong reporting capabilities (ability to report on clients and cross- selling) and pipeline functionality (tracking return on investment) has made InterAction the supporting tool for business development.” Katherine McPherson, strategy and marketing director at Fieldfisher Managing client management the legal world. LexisNexis InterAction is currently Client relationships form the foundations of the market-leading legal CRM product; it is used all law firms, yet many are still employing outdated by around 60% of top-100 UK law firms and 75% customer relationship management (CRM) systems of the top 100 globally. 3E Business Development – indeed, some midsize UK firms still do not use by Thomson Reuters Elite and OnePlace are also any sophisticated CRM tech at all, relying on excel popular products in the UK. All of them have certain spreadsheets to maintain contact information. A functionalities that set them apart but, at a basic level, CRM system should act as the backbone of any firm’s all of them are designed to manage relationships. technology infrastructure generally but its function By now, all law firms should have absorbed the is particularly core from a business development often-cited statistic that acquiring a new client can be perspective, particularly in a GDPR era where it can up to 15% more expensive than retaining an existing also be utilised to conform to data protection and relationship.