Using (competitive) intelligence to build your legal business

Using (competitive) intelligence to build your legal business Adam L. Stock Director of Marketing & Business Development Allen Matkins Leck Gamble Mallory & Natsis LLP

Background and perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What do we mean by “intelligence”? ,[object Object]

Why isn’t the use of intelligence obvious in the law firm context? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Agenda ,[object Object],[object Object],[object Object]

Intelligence sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What are the contexts for using intelligence? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What are the contexts for using intelligence? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bring intelligence into the dialogue – or cracking walnuts The Walnut I’ve known the client for 20 years and we’re getting the majority of their work…

Firm 360 Litigation report “ But this report shows that we’re getting less and less of their work and our biggest competitor is doing most of their work!” I think we’d better visit the client…

Build a support model that fits with limited attorney business development time Typical day 9AM 6PM Attorney Bus. Dev. Staff Work on a specific pursuit Billable attorney time Other marketing time

Build a pursuit development process that includes Business Development and Competitive Intelligence roles Day 1 Day 7 Identify Target (Atty + BD) Review Research (Atty + BD) Review 1 st Draft of Pitch (Atty + BD) Finalize Pitch Materials (Atty + BD) Do research (BD + CI) Develop pitch materials (BD) Refine pitch (BD) Typical pursuit development process

Build a clear client team role that includes Competitive Intelligence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lawyer’s Responsibility Support Team’s Responsibility

Make intelligence available on your intranet 24/7

Link intelligence with client information so everyone comes to expect it

How do you know if it is working? ,[object Object],[object Object],[object Object]

What does “success” look like? ,[object Object],[object Object],[object Object]

Using (competitive) intelligence to build your legal business

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