Which Hat Are
You Wearing Today
Balancing Marketing, Business
Development and Client Service
A Little About Us
Christina R. Fritsch, JD
CLIENTSFirst Consulting LLP
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CRM Success Consultant
Recovering attorney
More than 7 years experience in working with
almost 100 firms on CRM
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Almost all say they feel they are more successful with
CRM now
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
A Little About Us
Amber Elliott
Cole Valley Software
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CRM Implementation Specialist
Incredible babysitter
Nearly 8 years in the legal marketing industry,
Managing the implementation of ContactEase
while at a law firm and subsequently managing
50 ContactEase implementations since joining
Cole Valley.
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Agenda
Hats
 Technology
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© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
So Many Hats… So Little Time
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Marketer
Manager
Cost reducer
Budget planner
Business developer
Social media guru
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© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Builder
Traffic cop
Miner
Therapist
Magician
Cat herder
Dentist
Your Daily Task and To-Do List
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Targeting / segmenting
Referral tracking
Client teams
Client satisfaction surveys
Alumni programs
E-mail marketing
Event management
Client team support
Cross selling support
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© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Experience tracking
Opportunity identification /
tracking
Improved Client service
Expense tracking
Identification of top or at risk
Clients
Hounding attorneys for
information and updates
Traffic Cop
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Preventing uncoordinated business development
efforts
Holding lawyers accountable for follow up
Surveying Clients and reporting back
Getting lawyers to work in teams
Event management
Dealing with tickets
Getting CRM adoption
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Builder
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Relationships
Websites
Branding
RFPs
Mailing lists
Event lists
Teams
Social media
Consensus
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Miner
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Experience
CI
Relationships
Analytics
SEO
Big data
Social listening services
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Fires Fighter
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Last minute fire drills
 Business
development information for attorneys
on the way out the door
 Getting e-mail campaigns out the door
 RFPs we got a month ago that are now due
tomorrow – and we are just finding out
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Event management
Senseless sponsorships
 Clients
with low revenue
 Clients who aren’t paying
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
The Good News
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Success is possible
Technology can help
There are new options
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
The
Technology
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Technology That Can Help
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CRM / ERM
E-mail marketing / marketing automation
Experience databases
Proposal generators
Social media tools
Website CMS
Portals
Analytics
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Contacts
Verify Their
Information
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Client
Intake
Form
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Online
Event
Registration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Surveys
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Opportunity Tracking
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Reporting
and Analytics
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail Dashboards
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail
Analytics
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail
Analytics
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail
Analytics
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail
Analytics
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Value of Integration
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Better service top Clients
Better info on top Clients
Track at risk Clients
Segment, target
Keep lists up to date
Let Clients update / validate their info
Let Clients manage their subscriptions
MORE
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
To Integrate or Not to Integrate
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First, ask a question: Why?
 Communication,
coordination, Client
service, business development
 Enhanced user experience or
participation
 Ease of access to information
 Reduced costs
 Less time spent on redundant
processes
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Consider the Costs of Integration
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Implementation
Subscriptions
Training
Staffing
Maintenance
Ongoing upgrades
Data quality
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Time & Billing Integration
Key financial information in Outlook
under the contact or company record.
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Phone System / CRM Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail Marketing CRM Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Constant Contact Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
E-mail Software Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Portal Integration
Documents
from DMS
Links to
Client
Extranets
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Research Information
from Monitor Suite
Business Analytics Integration
Business Development
financial, trend and
segmentation data in ‘smart
lists’ and profiles
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Company Information
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Litigation Information
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
And,
of Course,
Social Media
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
LinkedIn Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
ERM and LinkedIn Integration
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Social Media Messages
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Building
Your Strategy
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Building a Strategy
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Strategies for success
 Needs assessment
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Business development
Dedication of resources
Problem solving
Process automation
Cost reduction
Focus on ROI
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
ROI and
Measurement
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Putting the ‘R’ in ROI
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Results
Retention of current Clients and attorneys
Representing new Clients
Revenue generation
Reducing time spent on redundant tasks and processes
Risk assessment
Rewarding positive behavior
Recruiting key laterals
Reporting to drive business decisions
Respect for the marketing department
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Doing More with Less
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Project management
Lean Six Sigma
Moving operations to new markets
 WV,
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Nashville, Tallahassee, Lexington
Outsourcing
 Reduced
cost
 No hiring, training or benefits
 Frees up staff for more strategic projects
 Professionally trained
 Project based or ongoing support
 Tracking and reporting of results and ROI
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
How Do We Measure It?
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Revenue, of course
E-mail metrics
Relationships identified
Reduced bounces
Reduced returned mail costs
Reduced time spent on e-mail blasts re who knows who
Reduced time spent responding to RFPs
Improved attendance and tracking at firm events
Business development activities entered
Website page visits
Enhanced RFP success
Attorney / user feedback
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Increased efficiency
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© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Outsourcing Efficiencies
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Moving operations to new markets
 WV,
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Nashville, Tallahassee, Lexington
Outsourcing
 Reduced
cost
 No hiring, training or benefits
 Frees up staff for more strategic projects
 Professionally trained
 Project based or ongoing support
 Tracking and reporting of results and ROI
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Outsourcing Considerations
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Can things be mandated?
 If
not, can they be automated?
Integration with other systems
 Automated data feeds
 SIC or NAICS codes
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outsourced
Outsourced data quality
 Enhancing
information with
company or industry information
 Adding existing CI data to records
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Real ROI
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More sleep
Fewer problems
Staff retention
Reduced headaches
No irate lawyers in our
offices
Fewer late nights or
weekends worked
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Success
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Final Success Tips
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Small wins, communicate successes, repeat
Involve end users
Be patient
Focus on best practices
Don’t try to do everything
Don’t reinvent the wheel
Don’t do it alone
 Reach
out for help
 Leverage your LMA resources
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Succeeding with Technology
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Focus on people, processes and
problems first
 Products
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second
There is no one-size-fits all method for
success
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
2 Final
Hats
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Magician
 It’s
not magic
 But
there’s no need to let
them know that
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
The Best Hat of All
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You Earned It!
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Q&A
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software
Christina R. Fritsch, JD
Contact
Information
E: CF@ClientsFirstConsulting.com
P: 404-249-9914
W: www.ClientsFirstConsulting.com
B: www.crmsuccess.net
L: http://www.linkedin.com/in/chrisfritsch
T: @CRMSuccess
Amber Elliott
E: aelliott@colevalley.com
P: 207-406-2537
W: www.contactease.com
B: http://contactease.wordpress.com/
© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software