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MARKETING TECHNOLOGY
Strategic Experience Management and Proposal Best Practices
While business developers inherently understand the
value of experience management to respond to pitches, they
may not have considered how experience management can
support strategic initiatives. When developing new markets
and expanding service lines, experience platforms provide
informed opportunity spoing. By properly recording,
tagging and syncing maer details from key firm systems,
the firm gains new perspectives. Armed with experience
information, and viewed in the context of market trends,
market differentiators and gaps in key legal expertise become
clear. Both are key to creating value for clients and firms.
How to Evaluate Expertise and Market
Trends
A thorough evaluation of new business
opportunities begins by studying your experience.
Use your experience platform to understand your
work at a variety of practice and industry levels.
Your system can help you analyze maer size,
profitability, and trends for growth and decline.
In addition to maer level analysis, experience
systems help identify core client industries you
service. Once you understand the trends and your
firm strengths, map them against client and market
insights:
» Market: How does the market view your firm?
» Clients: Why do clients hire your firm? How do
they perceive your firm and offerings?
» Prospects: What keeps your clients up at night?
How do they prefer to buy legal services?
» Trends: What macro factors, such as politics,
economics, social or competition, may affect
your organization?
Beyond Matter Lists:
How Experience
Management Supports
Strategic Business
Development Initiatives
by Helena Lawrence, Orrick, Herrington & Sutcliffe LLP