which hat are you wearing today balancing marketing, business development and client service

Which Hat Are You Wearing Today Balancing Marketing, Business Development and Client Service

© 2013 CLIENTSFirst Consulting, LLC and Cole Valley Software

Christina R. Fritsch, JD

CLIENTSFirst Consulting LLP

CRM Success Consultant Recovering attorney More than 7 years experience in working with

almost 100 firms on CRM Almost all say they feel they are more successful with

CRM now

A Little About Us


Amber Elliott

Cole Valley Software

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.

A Little About Us


Agenda

Hats Technology


So Many Hats… So Little Time

Marketer Manager Cost reducer Budget planner Business developer Social media guru

Builder Traffic cop Miner Therapist Magician Cat herder Dentist


Your Daily Task and To-Do List

Targeting / segmenting Referral tracking Client teams Client satisfaction surveys Alumni programs E-mail marketing Event management Client team support Cross selling support

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 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


Builder Relationships Websites Branding RFPs Mailing lists Event lists Teams Social media Consensus


Miner

Experience CI Relationships Analytics SEO Big data Social listening services


Fires Fighter 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 Event management Senseless sponsorships

Clients with low revenue Clients who aren’t paying


The Good News

Success is possible Technology can help There are new options


The Technology


CRM / ERM E-mail marketing / marketing automation Experience databases Proposal generators Social media tools Website CMS Portals Analytics

Technology That Can Help


Contacts Verify TheirInformation


Client Intake Form


Online Event Registration


Surveys


Opportunity Tracking


Reporting and Analytics


E-mail Dashboards


E-mail Analytics


Integration


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

Value of Integration


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

To Integrate or Not to Integrate


Consider the Costs of Integration

Implementation Subscriptions Training Staffing Maintenance Ongoing upgrades Data quality


Key financial information in Outlook under the contact or company record.

Time & Billing Integration


Phone System / CRM Integration


E-mail Marketing CRM Integration


Constant Contact Integration


E-mail Software Integration


Documents from DMS

Links to Client Extranets

Research Information from Monitor Suite

Portal Integration


Business Development financial, trend and segmentation data in ‘smart lists’ and profiles

Business Analytics Integration


Company Information


Litigation Information


And, of Course, Social Media


LinkedIn Integration


ERM and LinkedIn Integration


Social Media Messages


Building Your Strategy


Building a Strategy

Strategies for success Needs assessment Business development Dedication of resources Problem solving Process automation Cost reduction Focus on ROI


ROI and Measurement


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

Putting the ‘R’ in ROI


Project management Lean Six Sigma Moving operations to new markets

WV, 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

Doing More with Less


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 Increased efficiency

How Do We Measure It?


Outsourcing Efficiencies

Moving operations to new markets WV, 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


Can things be mandated? If not, can they be automated?

Integration with other systems Automated data feeds SIC or NAICS codes

Or outsourced Outsourced data quality

Enhancing information with company or industry information

Adding existing CI data to records

Outsourcing Considerations


More sleep Fewer problems Staff retention Reduced headaches No irate lawyers in our

offices Fewer late nights or

weekends worked

Real ROI


Success


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

Final Success Tips


Succeeding with Technology

Focus on people, processes and problems firstProducts second

There is no one-size-fits all method for success


2 Final Hats


Magician

It’s not magicBut there’s no need to let

them know that


You Earned It!

The Best Hat of All


Q&A


Christina R. Fritsch, JD

E: [email protected]

P: 404-249-9914

W: www.ClientsFirstConsulting.com

B: www.crmsuccess.net

L: http://www.linkedin.com/in/chrisfritsch

T: @CRMSuccess

Amber Elliott

E: [email protected]

P: 207-406-2537

W: www.contactease.com

B: http://contactease.wordpress.com/

Contact Information

mailto:[email protected]

http://www.clientsfirstconsulting.com/

http://www.crmsuccess.net/

http://www.crmsuccess.net/

http://www.linkedin.com/in/chrisfritsch

mailto:[email protected]

http://www.contactease.com/

http://contactease.wordpress.com/

http://contactease.wordpress.com/

which hat are you wearing today balancing marketing, business development and client service

Documents

cole valley software

cole valley software

cole valley software

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