Matter Profiling
ILTA Webinar
November 21, 2013
Tom Baldwin, Chief Knowledge Officer, Reed Smith
Phil Bryce, Knowledge Resources Counsel, White & Case
Tanya Vasilev, Senior Legal Manager, Cisco Systems
Moderated by Chris Boyd, Senior Director of Professional Services,
Wilson Sonsini Goodrich & Rosati
1
Definition of “Matter Profiling”
• Recording information about each case, deal or other
matter handled by the department or firm
• Tying this information to other knowledge assets, e.g.
matter financials, work product, time entries, etc.
• Making all of this searchable to enable defined use
cases (scenarios)
2
Reasons to Profile Matters
Business Reason
Law Department
Law Firm
Service delivery
-Precedents
-Experts
-Contract management
-Precedents
-Experts
Marketing / sales
-In scope / out of scope
- Internal marketing /
business case
-League table rankings
-Awards submissions
-Comparable matters
-RFP responses
Budgeting / pricing
-Matter budgeting
-Matter budgeting
-Price estimates / quotes
Staffing / talent
management
-Work allocation
-Hiring (capacity and
expertise)
-Performance evaluation
-Work allocation
-Hiring (capacity and
expertise)
-Performance evaluation
Risk management /
governance
-Policy compliance
-Conflict checking
3
Matter Profiling Decisions
•
•
•
•
•
Which matters
When to do it
Which metadata
Who does it
How to do it
4
Case Study #1: White & Case
• One of the world’s largest law firms
– 1,900+ lawyers in 38 offices in 26 countries
practicing in 17+ languages
– About 65% of lawyers are outside of the U.S.
• Emphasis on global footprint as competitive
advantage
– Seamless global integration, and “One Firm”
approach, is a high priority
5
Case Study #1: White & Case
• Strong commitment to Knowledge Management
• Chief Knowledge Officer (Oz Benamram)
• Knowledge Department includes
– Professional Support (over 30 Professional Support
Lawyers globally)
– Library and Research
– Information Governance and Records Management
– Conflicts and New Business
– Knowledge Systems (Intranet, Search)
6
Case Study #1: White & Case
Matter Phases
CONFLICT
CHECK
PITCH
MATTER
OPEN
WORKING
PHASE
MATTER
MATTER
RESOLUTION
ADMINISTRATIVE
CLOSE
Supported Processes
PITCHING
PRICING, PROFITABILITY, REPORTING
EXPERTISE, STAFFING
LOCATING MATERIALS
MANAGING RELATIONSHIPS
7
Case Study #1: White & Case
8
Case Study #1: White & Case
Suggested Enhancements
Suggested Enhancements
New Business Intake system
modernization including
integration with InterAction for
client/party information:
Create a single comprehensive
global approach for managing final
document collections to improve
client service, records retention,
reduce risk and create a searchable
repository of prior work product for
knowledge and other purposes.
Admin
Closing
CON
Conflict
Check
CRM
REC
Suggested Enhancements
Integrate Marketing pitch
information into the Matter
lifecycle so that the information
gathered during this phase is
fed into other systems and
exposed for future use.
Suggested Enhancements
A process to collect substantive
legal lessons learned is
implemented for each matter
and integrated into the Matter
Profile
Matter
Page
Matter
Resolution
CON
*Optional
CRM
MPS
Matter Profiling establishes processes
by which lawyers familiar with matters
would describe and profile
substantially all matters, and update
those descriptions and profile values
at key points during the matter
lifecycle.
Managing Clerk will docket relevant
litigation materials and augment
information within Connect matter
pages as cases progress.
DMS
PPM
Suggested Enhancements
Matter Workspaces on Connect
aggregate information from various
data sources into one place to give
Attorneys an easy way to locate all of
the needed client and matter
information when it is relevant to
them.
Pitch
Suggested Enhancements
DOC
Work
Phase
CRM
DMS
MPS
FIN
CON
Matter
Opening DMS
CRM
MPS
FIN
Client Numbering Schema:
Eliminate silos of information about
our clients by developing
consistent global procedures that
result in a single client number for
all representations for any
particular client going forward.
9
Case Study #1: White & Case
• New Business Intake Process
– Selection of Matter Practice and “Type of Service”
– Questions limited to those needed to initiate matter
• LegalKey > Elite > Matter Profiling System
(Experience Manager) > Enterprise Search
• “Day 2” (in process)
– Currently, Marketing team and, increasingly, PSLs,
update matter information for selected matters
– Marketing has a Matter Profiling Team that proactively
updates matter information
– In future, we hope to automate “trigger” points and
include workflow to get lawyer input
10
Case Study #1: White & Case
• Closing
– On-Line Transaction Closing Questionnaires are
available for each Practice
– We have a new centralized Electronic Closing Binder
process, and when a closing binder is received we
notify the PSLs, Marketing and specifically the Matter
Profiling team so that matter information can be
reviewed and updated
11
Case Study #2: Reed Smith
• Background on the firm
• Business reasons for matter profiling
12
Why upgrade?
• Create an experience that is more inviting – an experience
that encourages the profiling of matters
• Introduce key functionality that will “bring back” lawyers
who found it too restrictive
• Offer a step-by-step process (wizard), but also allow users to
enter information in a non-linear manner
• Gamify process – Enhance leaderboard functionality and
include more progress touchpoints
13
Old MPT
No ability to
browse for a
specific matter
Only one
Area of Law
per matter
The Matter
Profiling Tool
launched
January 19,
2012. Since
then, 2,577
matters have
been profiled
by Reed
Smith
attorneys.
14
Old MPT
Matters
Profiled in
2012:
1479
Lengthy
Entry Form;
no sense of
progress
Matters
Profiled in
2013 (YTD):
1098
2013
Projection
with release
of MPT 2.0:
2233
15
You Are Here!
(Step user thru
process)
TREND Number of
Matters
Profiled:
Most
important
question is
first
4Q2012: 325
1Q2013: 442
2Q2013: 487
Ability to define
multiple AOL
codes for single
matter
Projections:
3Q2013: 718
4Q2013: 586
16
Are we there
yet?
Prominent display
of most
encouraged
functions
17
What
does
“My
World”
look
like?
Visual indication of
completeness
The Differentiator
Leaderboard
by Practice or
Firm
“ There is no
question the
ability to search
the information
archived in MPT
has helped us win
significant new
client work and
improve our
rankings in key
industry
directories
including Legal
500, Chambers
and The American
Lawyer. "
~ Dave Egan, Chief
Marketing Officer
18
Promotional Efforts
Promote top profiles and
top PGs on our intranet
19
Promotional Efforts
• Emails come from senior person
• Direct link to matters ready to be profiled
• Inclusion of ranking…
20
Results
21
Case Study #3: Cisco Systems
Cisco Legal Global Center of Excellence (gCOE)
A team within Cisco Legal specializing in providing Legal Services to
other Cisco functions and to the Legal colleagues with high efficiency
and effectiveness
Launched Nov.1, 2010 as pilot
Structured globally for the “follow the sun” model
60%+ productivity increase YoY, 3 years in a row
Nearly 5000 legal matters handled a quarter (as of October 2013)
350
4.92
4.93
4.93
4.96
4.96
300
5.00
4.80
250
4.60
200
308
150
100
50
126
142
180
4.40
221
0
4.20
4.00
FY2013 Q1 FY2013 Q2 FY2013 Q3 FY2013 Q4 FY2014 Q1
Customer Sat
# Matters Per Negotiator
# Negotiators
22
Legal Matter
Case Study #3: Cisco Systems
23
Case Study #3: Cisco Systems
Legal Matter
Selling: in Scope /out of Scope
24
Case Study #3: Cisco Systems
Legal Matter
Selling: in Scope /out of Scope
Ad Hoc
25
Case Study #3: Cisco Systems
Selling: in Scope /out of Scope
Legal Matter
Portals for
Non-Legal
Portal for
Legal
26
Case Study #3: Cisco Systems
Selling: in Scope /out of Scope
Legal Matter
Portals for
Non-Legal
Portal for
Legal
27
Case Study #3: Cisco Systems
Staffing: Work Allocation
Legal Matter
Portals for
Non-Legal
Portal for
Legal
Specialization based on:
(i) request type
Specialized
Expertise
Required?
(ii) Area of Expertise and/or Layer
of Expertise (see next slide)
28
Case Study #3: Cisco Systems
Staffing: Work Allocation
29
Case Study #3: Cisco Systems
Staffing: Work Allocation
Manually routed
Auto-routed
Portals for
Non-Legal
SME
Legal Matter
Yes
Portal for
Legal
Specialized
Expertise
Required?
No
Scheduled/ gCOE
owned
Auto-routed
30
Case Study #3: Cisco Systems
Service Delivery: Efficiency and Effectiveness
Manually routed
Auto-routed
Portals for
Non-Legal
SME
Legal Matter
Yes
Portal for
Legal
Specialized
Expertise
Required?
No
Based on:
(i) Process
(ii) Knowledge
Management
tools (see
next slide)
(iii) IT tools
Scheduled/ gCOE
owned
Auto-routed
31
Case Study #3: Cisco Systems
Service Delivery: Efficiency and Effectiveness
32
Case Study #3: Cisco Systems
Service Delivery: Efficiency and Effectiveness
33
Case Study #3: Cisco Systems
Management: Work Progress
Manually routed
Auto-routed
Portals for
Non-Legal
SME
Legal Matter
Yes
Portal for
Legal
Based on (including
but not limited to):
(i) Dashboards and
Reports
Specialized
Expertise
Required?
No
Scheduled/ gCOE
owned
Auto-routed
34
Case Study #3: Cisco Systems
Management: Work Progress
INC000028422
656
INC000028435
692
Customer Name/Legal Support for WebEx
7 – Completed input into Knowledge
Layer 4 Management tool (mandatory)
7 - Completed input into Knowledge Management
Layer 3 tool (optional)
3 - Handle communication with minor and
Layer 2 immaterial modifications to the agreement
Customer Name/Legal Support for WebEx
Customer Name//renewal/Legal Support for
INC000028464
WebEx
857
INC000028491
Customer Name//Legal Support for WebEx
Layer 4 5 - Sent for Cisco approval and signature
946
Customer Name//Terms and Conditions/Legal
4 - Negotiate agreement – involving addressing
INC000028511
Support for WebEx case has been created
Layer 4 requests for material changes
946
Customer Name/Legal Support for WebEx case
3 - Handle communication with minor and
INC000028535
has been created
Layer 2 immaterial modifications to the agreement
382
1 - Determine strategy and agreement for the
INC000028554
Customer Name//Legal Support for WebEx
Layer 1 request
229
Customer Name//Settlement Agreement and
INC000028555
General Release/Legal Support for WebEx
Layer 3 2 - Draft and send out agreement
199
Customer Name//Terms and Conditions/Legal
INC000028568
Support for WebEx
Layer 3 2 - Draft and send out agreement
593
1 - Determine strategy and agreement for the
INC000028617
Customer Name//Legal Support for WebEx
Layer 2 request
135
35
Case Study #3: Cisco Systems
Management: Work Progress
36
Case Study #3: Cisco Systems
Management: Individual Performance Evaluation
Manually routed
Auto-routed
Portals for
Non-Legal
SME
Legal Matter
Yes
Portal for
Legal
Specialized
Expertise
Required?
Based on (including
but not limited to):
Productivity =
# of transactions *
complexity
No
Scheduled/ gCOE
owned
Auto-routed
37
Case Study #3: Cisco Systems
Management: Individual Performance Evaluation
Matter Complexity Matrix
Type of Request Q3 FY12 Q4 FY12 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY13 Q1 FY14
Channel Other
6
6
6
6
6
6
1.85
Channel Renewal
5
5
5
5
5
5
5
Drafting
3
3
3
3
3
3
3
ECLM and VAP
3
2.8
2.8
2.6
2.6
2.5
2.5
EOL
5
5
IronPort
IronPort
Transaction
Support
Misc
NDA
Public Sector
Search
WebEx
WebEx Name
Change
4
4
4
4
1
2
1
1.85
4
4
1
2
1
2
1
2
1
2
4
1
2
3
4
3
4
3
4
3
4
3
4
4
1
2
1
3
4
4
4
4
4
4
4
38
Case Study #3: Cisco Systems
Management: Individual Performance Evaluation
900
800
700
600
Std. dev
500
Average
400
Minimum
300
Max
200
100
0
FY2012 Q4
FY2013 Q1
FY2013 Q2
900
900
800
800
700
700
600
600
500
500
400
400
300
300
FY2013 Q3
FY2013 Q4
200
200
100
100
0
0
FY2012 Q4
FY2013 Q1
FY2013 Q2
FY2013 Q3
FY2013 Q4
FY2012 Q4
FY2013 Q1
FY2013 Q2
FY2013 Q3
FY2013 Q4
39
Case Study #3: Cisco Systems
Marketing and Funding: Business Case and Investment
Manually routed
Auto-routed
Portals for
Non-Legal
SME
• Cost per
transaction
Legal Matter
Yes
Portal for
Legal
Based on (including
but not limited to):
Specialized
Expertise
Required?
No
Scheduled/ gCOE
owned
Auto-routed
40
Case Study #3: Cisco Systems
Marketing and Funding: Business Case and Investment
Cost Reduction over five quarters: 54%
350
Channel Other
300
Channel Renewal, EOL
250
Drafting
ECLM and VAP
200
NDA, IOT
150
Public Sector, Misc
IronPort, WebEx
100
Search
50
WebEx Name Change
0
FY2013 Q1
FY2013 Q2
FY2013 Q3
FY2013 Q4
FY2014 Q1
41
Thank you
•
•
•
•
Tom Baldwin – tbaldwin@reedsmith.com
Chris Boyd – cboyd@wsgr.com
Phil Bryce – pbryce@whitecase.com
Tanya Vasilev – tvasilev@cisco.com
42