Trends in Legal CRM and ERM
Susan Brelus
Chief Development Officer
Squire, Sanders & Dempsey L.L.P.
John Veldkamp
Business Development Systems Manager
Latham & Watkins LLP
Jennifer Smuts
Director of Marketing
Connolly Bove Lodge & Hutz LLP
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Survey Says …
1.
Responses from firms with:
–
49 or fewer lawyers 15%
– 150-349 lawyers 20%
–
50-149 lawyers 50%
– 350-699 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
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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 marketing’s position, best way to use data
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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
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CRM, ERM, “XYZ”RM … What Does
It All Mean?
image provided by Andrew Kazmierski
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The Right Software Depends
on the Firm’s Goals
CRM
Consolidate
information about
client relationships
and interaction
ERM
Capture, search and
analyze firm
relationship data
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Business Benefits Compared
Criteria
CRM
ERM
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 / Moderate
Minimal
Communication /
training required
Heavy / Moderate
Minimal
Methods of ‘hosting’
Primarily onsite at the firm
Primarily onsite at the firm
Pricing model
Primarily licensed; occasionally
subscription
Primarily subscription
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CRM - Basic Contact Information
8
CRM - Relationships & Touch Points
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CRM – Sample “Taxicab” Report
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CRM – Background Information
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ERM
Data sources: Email Logs, Address
Books, T&B, Phone
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ERM – Next Generation Analytics
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?
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Which of the F500
might make a good
prospect?
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ERM – Next Generation Analytics
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Relationship Capture: An Example
Total Direct Relationships Available to a 1,000-Lawyer Firm (as of 10/1/2009)
ERM
1,200,000
CRM
400,000
LinkedIn
12,500
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The Union of CRM and ERM?
ERM
CRM
In 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
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Examples of Products in Use
CRM
ERM
Contact Manager by Hubbard One
BranchIt by BranchIt Corp
ContactEase by Cole Valley
ContactNet by Hubbard One
CRM4Legal by Client Profiles / Microsoft
Relationship Discovery by Cole Valley
IntelliPad by Versys Corporation
InterAction IQ by LexisNexis
InterAction by LexisNexis
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Evaluating Your Needs
• Requirements / challenges
• Budget / resources / staffing
• Privacy / security
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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?
• What’s 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 attorney’s business?
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Contact Information
Susan Brelus
Chief Development Officer
Squire, Sanders & Dempsey L.L.P.
216-479-8243
sbrelus@ssd.com
John Veldkamp
Business Development Systems Manager
Latham & Watkins LLP
650-463-3026
john.veldkamp@lw.com
Jenn Smuts
Director of Marketing
Connolly Bove Lodge & Hutz LLP
302-888-6214
jsmuts@cblh.com
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