Digital White Papers

I L T A W H I T E P A P E R | M A R K E T I N G T E C H N O L O G Y 25 H O W D O Y O U T H I N K T H O S E C H A N G E S W I L L I M P A C T T H E C L I E N T E X P E R I E N C E ? For clients, I think changes in how firms use Marketing Technolo will be subtle but high impact when it comes to improving their service provider decision-making. For example, firms who adopt better experience management platforms and build process around the collection and maintenance of that experience will be better positioned to come to the table with the right answers to the questions on those client-issued RFPs. The more responsive a firm can be to the questions, weeding out the red herrings or relying too heavily on pages and pages of lawyer bios, will allow the client to better understand whether that firm is a good fit for the work for which they are hiring outside counsel. Clients can tell if we're organized of not, if we have coordinated communication and processes. If the firm's administrative departments are aligned and work collaboratively they are in a better position to respond to client requests for information, adhere to client requirements and even proactively offer valuable benefits to enhance the client's business, and experience with the firm. A lack of collaboration leaves a firm in an untenable situation where they can't respond to client needs effectively. LG LPM department, Marketing/BD needs to be valued as the trusted advisor they are, not the department that keeps the koozies in a drawer for client gift bags. Touching on reactivity, Marketing Technolo professionals can implement technological solutions that more frequently allow the Marketing/BD teams to proactively identify opportunities for lawyers to address client needs, raising the bar for how marketing and lawyers interact. On inefficiency, giving the marketing team a sounding board for improving process that doesn't work or is too slow is imperative because as you raise that bar and the expectations get higher and higher of what Marketing/BD will deliver, your team needs to be operating as efficiently as possible in their day-to-day. I think there will be plenty of opportunity for Marketing Technolo professionals to plant a flag in the ground when it comes to firm data. Marketing technolo resources often hold a ton of important, relevant data in a firm across a number of administrative and functional areas. Marketing technologists will continue to have an opportunity to showcase how, why and where the data should be leveraged to advance the firm. JW W H A T D O Y O U T H I N K W I L L D R I V E C O L L A B O R A T I O N W I T H O T H E R D E P A R T M E N T S A N D S E R V I C E P R O V I D E R S ? Clients are demanding better collaboration; both the firm's clients as well as the marketing technologists' clients – the lawyers. No one wants to see how the sausage gets made, they just want to know that their business is being taken care of. If we genuinely understand the needs of our clients (both internally and externally), collaboration with other departments *should* naturally fall into place. There are a lot of other factors that enable that collaboration to fall into place including, knowledge of the firm's strategic objectives – and what is driving those objectives, what the role of each administrative function/service provider is, and the importance the organization places on employee experience. Employee empowerment goes a long way in inspiring collaboration and alignment amongst the administrative functions within a firm. I think our clients' increasing insistence on efficiency and streamlined processes, pre-budgeting and transparency will drive collaboration, as a point of survival. Without proactive and strategic communication between departments and outsourced support, firms will continue to take a bath on the costs associated with wasted or duplicative effort, or worse yet, that which could have been automated. LPM JS F U T U R E O F M A R K E T I N G T E C H N O L O G Y - F R O M T H E P E R S P E C T I V E O F T H E N E X T G E N E R A T I O N O F I N D U S T R Y L E A D E R S

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