publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/1031816
50 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY Strategic Experience Management and Proposal Best Practices invaluable, to quickly answer questions like how many technology companies from Singapore the firm represents. However, the most popular item captured from external sources are industry codes. To support firm strategies, build client teams, and enhance client service, firms are augmenting external industry data with internal industry tags that are both CINDY THURSTON BARE Cindy Thurston Bare is the Vice President of Consulting for Foundation Software Group, developer of Foundation Experience Management. She has 20 years of experience leading people and projects at large, international law firms. She was previously the Director of Knowledge Management at Orrick, a firm known for innovation and collaboration, where she led the firm's experience project. She is also a Prosci Certified Change Management Practitioner. Cindy is a frequent speaker on legal technology, innovation, collaboration, and marketing technology, including change management and adoption. broad and deep. In their experience system, Troutman Sanders created macro level industry categories while at the same time adding vertical tags. Verticals include hot areas in emerging technology that are difficult to define as an industry. Hunton Andrews Kurth uses their system to align clients with target industries. "Industry focus is a key driver for our firm. A lot of our research and planning is driven by industry trends and opportunities," says Bishop. Both firms can now find relevant lawyer expertise, and analyze maer and client data, by any level of industry the firm chooses to define. Responding to Client Needs For Troutman Sanders, the goal of their experience system is to anticipate lawyer and client needs. A client recently asked for detailed descriptions of the work the firm had done for similar industry clients. The firm very quickly provided a redacted yet comprehensive list, and the relationship has already expanded. Whitnell asserts "without a system that brings the data together, it just would not have been possible" to respond so quickly. At Hunton Andrews Kurth, Bishop measures the success of their system by the growing usage every month and notes "the statistics speak for themselves." Both firms were recently listed on the 2018 BTI Client Service A-Team, recognized for client service that is surely enhanced by how well they know their clients. ILTA