Gain a Clear View: Track and Report on Your Business ...ilta.personifycloud.com/webfiles/productfiles/86/inta2.pdfGain a Clear View: Track and Report on Your Business Development Efforts

Gain a Clear View: Track and Report onpYour Business Development Efforts

Al d S illAlexandra SevillaMarketing and Business Development ManagerBl k R LLPBlank Rome LLP

Raquel HolderM k ti C di tMarketing CoordinatorBryan Cave LLP

Jessamy FieldJessamy FieldClient Relationship ManagerHoward Rice Nemerovski Canady Falk & Rabkin PC

InterAction Peer GroupGlobal Perspective

Howard Rice Nemerovski Canady Falk & Rabkin PC

Agenda

Using InterAction Data to Communicate MetricsWhere does the data come from?Presenting the data


Alexandra SevillaBlank Rome’s CRM EnvironmentCURRENT ENVIRONMENTCURRENT ENVIRONMENT

9 offices, 2 business entitiesMarketing team of 25

ModulesOpportunities

1310 users, 508 attorneysFirm policy requires use of IA by all attorneys and staff.

Matters (in development)Integrated Applications

ContactNet (ERM)yInterAction v. 5.5 GA

Universal deployment of Web Client, only Marketing team uses

ContactNet (ERM)Tikit E-Marketing SuiteWest Monroe ClearSight Dashboard (in development)Client, only Marketing team uses

the Windows ClientAll users synchronizedActive use of “test environment to

development)Application Collaboration

Accounting – Elite


Active use of test environment to implement upgrades, modules, application collaboration.

Human Resources – iVantage

A word about the Opportunities module

Track research, proposals, pitches, and RFPs through the Opportunities module.New business efforts are moved through four stages:

R hi Q lif i D l i Cl iResearching ►Qualifying ►Developing ►Closing

Forecasting tools report on our success and workflow Forecasting tools report on our success and workflow Only Marketing and Business Development professionals enter data in the Opportunities module


professionals enter data in the Opportunities module


Communicating with the FirmCommunicating within the Marketing and Business Development team

Communicating with individual attorneys and practice group leadersgroup leaders

Communicating with Firm leadership


Communicating withgMarketing and Business Development Team

Ci l hCirculate screen shotsResearch needs/instructionsneeds/instructionsFeedback on history and relationships with prospectsWeekly meeting to di h t i tidiscuss what is active


Communicating withgIndividual AttorneysWh ti ith tt When meeting with attorneys on…

a new prospect client or opportunity overviewk l ti hikey relationshipshistory of any marketing mailings, newslettersnewsletters

personal business plans 6- or 12-month BD overviewTop 500 / Top Industry ClientsTop 500 / Top Industry ClientsContacts on event and newsletter mailing lists


g

Communicating with gIndividual Attorneys


Communicating withgPractice Group Leaders

Meet with Practice Group leaders bi-weekly:

current opportunities in the pppipelinereview status of “old” opportunitiespp

On a quarterly basis provide a “state-of-the-

ti ” practice group” :ForecastWin-Loss report


Year-to-Year comparison

Communicating withgPractice Group Leaders


Communicating with gFirm Leadership

Monthly meeting where partners discuss current business development activities and prospectsidentify potential cross marketing opportunities.

Firm leadership receives a comprehensive, quarterly report yon the status of all business development activities including

new matters as a result of Marketing and Business Development efforts


current cross-marketing initiativesindustry group related efforts.

Tips to RememberI i l i i fl h k i d Improve internal communication flow across the marketing and business development team, practice groups, offices, and leadershipleadershipIdentify cross-marketing opportunitiesEnsure we aren’t pitching one prospect from two sides of the Ensure we aren t pitching one prospect from two sides of the organizationAble to better qualify new business opportunities and facilitate Able to better qualify new business opportunities and facilitate go/no-go decisionsTrack and report successes as a result of Marketing and Business


p gDevelopment team’s participation

Raquel Holder qCRM Environment/s

CURRENT ENVIRONMENT FORMER ENVIRONMENTCURRENT ENVIRONMENT(Bryan Cave LLP)

17 OfficesLimited Users

FORMER ENVIRONMENT(Snell & Wilmer LLP)

6 Offices1000 ULimited Users

850 AttorneysMarketing Team of 25

InterAction version 5 1SP2

1000 Users450 AttorneysMarketing Team of 10

InterAction version 5.1SP2Limited Users in Marketing Use Windows Client – No Synchronization

InterAction version 5.1SP2Upgraded From 4.5 in 2004All Users Synchronized

Limited Deployment of Web ClientModules

Matters – Not UsedA li ti C ll b ti

Web Client DeployedModules

None


Application CollaborationHR – PeopleSoftAccounting - Elite

Application CollaborationNone

Tracking Data

ActivitiesAdditional Fields Relationships


Proposals (RFP Responses)

Any detailed document provided to a client yor potential client at their request including

outlines of strategies, fees, etc.


Proposals (RFP Responses)ADDITIONAL FIELDSACTIVITIES

RFP receivedADDITIONAL FIELDSClient Information Folder

RFP submittedRFP granted

Date submitted (date)Requesting attorney (text

RFP denied or InterAction user)Details (text)Pending (yes/no)Resulted in Work (yes/no)


Pitches

A document prepared at the request of an attorney as an i f ti l i f li t t ti l li t i l di informational piece for a client or potential client including

lawyer bios, practice information, etc.


PitchesADDITIONAL FIELDSACTIVITIES

Pitch submittedADDITIONAL FIELDSClient Information Folder

Pitch grantedPitch denied

Date submitted (date)Requesting attorney (text or InterAction user)Details (text)Pending (yes/no)Resulted in Work (yes/no)


Marketing Research

Research of any company for the purpose of learning more b t th t it t t t ti t about that company, its corporate structure, executives, etc.


Marketing ResearchACTIVITIES

Market ResearchADDITIONAL FIELDSCompany Information Folder

Date submitted (date)Requesting attorney (text

I A i )or InterAction user)Details (text)F ll U P di Follow-Up Pending (yes/no)Resulted in Work (yes/no)


Resulted in Work (yes/no)

Business Development ActivitiesC SACTIVITIES

Added to attorney recordB i D l t M lBusiness Development MealBusiness Development Outing

Purpose:pTo track outings in which attorneys were participating with clients and/or prospects and requesting reimbursement


Representative Clients (Client Permissions)

A collection of client names which the firm has permission to f k ti use for marketing purposes


Representative ClientsADDITIONAL FIELDClient Information Folder

P i i t P bli h ( / )Permission to Publish (yes/no)

Added to the client search profile in the web clientAll personnel could search for this information


Organization InvolvementRELATIONSHIP

Between attorney record and organization recordMember of…Board member of…Director of…

Available to all users in the web client


Marketing DistributionsACTIVITIES

InvitationAnnouncementNewsletter

Summary included the name and date of the mailing or event and the manner in which the mailing was sent,

ith i t il either via post or email. Important! Summary text must be uniform for all activity entries.


Event RSVPs & AttendanceACTIVITIESADDITIONAL FIELD

Marketing ListRSVP (d d li t ith Attended

Did Not AttendRSVP (drop down list with yes, no, cancelled)Add d i h Added following the event

and kept indefinitelyAdded prior to the event and deleted after the eventevent


Newsletter RequestsACTIVITIES

Newsletter RequestSummary included the newsletter to which the contact asked to be added


Tips to Remember

CustomizeStandardizeExtract


Jessamy FieldyCRM Environment/s

CURRENT ENVIRONMENT FORMER ENVIRONMENT CURRENT ENVIRONMENT (Howard Rice)

1 Office300 users (120 attorneys)

FORMER ENVIRONMENT (Clayton Utz)

6 Offices1 900 users (900 attorneys)Marketing team of 6

InterAction version 5.6Installed in 19994 5 to 5 5 to 5 6 upgrade in 2008

1,900 users (900 attorneys)Marketing team of 45

InterAction version 4.55.5 upgrade in 20064.5 to 5.5 to 5.6 upgrade in 2008

All users synchronized with web client

Additional ModulesM tt M d l (i d l t)

pgAll users synchronized

Additional ModulesEmail Marketing – custom program

Matters Module (in development)Application CollaborationEmail Marketing – Concep

Other Applications

g p gOther Applications

Time & Billing – CMS


Other ApplicationsTime & Billing – CMSPersonnel - Spectrum

Management Reportingg p g

Quarterly Management ReportG hi i E lGraphing in ExcelData based on custom searches from InterActionsearches from InterActionFinal format is in wordContent: Content:

Pitches & ProposalsMedia/PublicityEmail CampaignEvents etcSystem usage and data


System – usage and data integrity stats.

Management Reportingg p g

Quarterly Management ReportN P l C t t C t dUsage Reports

Number of new contacts added (based on a 600

700

800

900

1000 New People Contacts CreatedNew Company Contacts Created

added (based on a search)Number of shared 100

200

300

400

500

contacts (Excel report available from the Administrator module)

0Jan-08 Feb-08 Mar-08 Apr-08 May-08

35000

40000Total Number of Shared Contacts (per user)

Total Number of Unknow n Contacts (per user)

Administrator module)

20000

25000

30000

InterAction Peer GroupGlobal Perspective 5000

10000

15000

Jan-08 Feb-08 M ar-08 Apr-08 M ay-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08


Report Format: Email, generated in MSWord with MSWord with hyperlinks to IA activity reportsactivity reports




Attorney Business Development and Marketing report Marketing report (modified out of the box activities report).p )Based on all Marketing and BD designated activities that are connected to individual attorneys


individual attorneys

Tips to RememberTh f k i d i The purpose of marketing measurement and reporting is to enable the firm to take smarter risks to achieve growth and attain competitive advantage growth and attain competitive advantage.

Reporting is motivated by a desire to be more aggressive, efficient and effective with the marketing budget.

Check your motivation before you launch and make sure you're being honest about the desired outcome.


Conclusion

Communicate to the firm what your efforts have been and how it has helped grow the firmTrack marketing and business development efforts by customizing additional fields and activitiesby customizing additional fields and activitiesBuild reports that extract the information you have trackedtracked


Questions?

Alexandra Sevillasevilla@blankrome [email protected]

Raquel HolderRaquel [email protected]

Jessamy Fieldjfield@howardrice com


[email protected]

Gain a Clear View: Track and Report on Your Business ...ilta.personifycloud.com/webfiles/productfiles/86/inta2.pdfGain a Clear View: Track and Report on Your Business Development Efforts

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