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Using (competitive) intelligence to build your legal business

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Allen Matkins
Allen Matkins
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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]
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]

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Using (competitive) intelligence to build your legal business

  • 1. Using (competitive) intelligence to build your legal business Adam L. Stock Director of Marketing & Business Development Allen Matkins Leck Gamble Mallory & Natsis LLP
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. 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…
  • 11. 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…
  • 12. 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
  • 13. 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
  • 14.
  • 15. Make intelligence available on your intranet 24/7
  • 16. Link intelligence with client information so everyone comes to expect it
  • 17.
  • 18.