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56 mobile access to key firm personnel information. Attorneys can also be related to clients, matters, experience or opportunity records. Data Bridges Building data bridges can provide a firm foundation for CRM success. However, this is only the first step. Once a bridge is built, firms still need to deal with the people and process issues and change management challenges that are inherent with CRM – this is where many firms fall short. The good news is that not only can your CRM system be a bridge that connects your other systems and data, it can also build a bridge between firm team members and departments. Internal Bridge Building: Data Gathering Internal bridge building is often overlooked in the planning process. In the rush to implement integrations, firms frequently focus on 'feature envy' and not necessarily the firmwide goals. By taking a step back and defining the information goals, a firm can methodically inventory data silos and needs. A disciplined approach to data gathering should include: • Information Assets: Each department operates from a set of internal data critical to their success. Often this data is not shared with the other departments, leading to a data errors and inefficient workflow. Begin with an inventory of data sources. The obvious have been mentioned above but consider other data being utilized within practice areas and administrative teams. A written inventory of data sources, identifying ownership and role, will help to focus your investment. • Contact Data: Contact data is central to managing your firm's information assets. Relationships are the backbone of a successful firm. By building the data flow around the CRM system, you can enhance the relationship data to show value internally. Critical reports like "who knows whom" and client profiles will only be accurate when the CRM system has been integrated with current financial data. Integrating an Enterprise Relationship Management (ERM) system adds another layer of potentially missing contact data. While not appropriate for all firms, strong consideration should be given to this technolo. • Financial Data and Reporting: By building your reporting needs first, you can identify missing data and resources. What information are your lawyers asking to see? What would the ideal report look like? Now, work backwards to find the missing data sources. Chris Fritsch As a CRM Success and Business Development Technology Consultant, Chris Fritsch works with leading professional services firms across the country to implement the right Client Relationship Management and eMarketing solutions. She also writes and speaks nationally and became a Fellow of the College of Law Practice Management in 2017. Jennifer Whittier Jennifer Whittier is President of Cole Valley Software, maker of ContactEase CRM. She is a frequent speaker on best practices of CRM implementation, including the integration of technology and marketing. As the former Director of Marketing and Client Relations for Pierce Atwood, a New England law firm, Jen's background makes her an excellent resource for clients as well as those just considering a CRM solution. B O N U S C O N T E N T ! This article is bonus content published tangentially with the September 2018 Marketing Technology White Paper. Content from this White Paper can be found at epubs.iltanet.org. Marketing Technology SEPTEMBER 2018 XXXX XXXXXXXX S U R V E Y S P O N S O R E D B Y :

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