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 26 to-day technical tasks. If you "officially" fall within the Marketing department, make sure you are good friends with the IS professionals and support their marketing needs and big initiatives, too. Be curious. Advances in marketing and business development should be made to improve the overall client experience. I think the push is to make the entire experience more seamless, logical and successful – from a firm's first touch point through the entire client engagement – and marketing technolo should support that along the entire cycle. Client life cycle management will become a large part of firm life and inevitably resources to support will come from marketing tech. W H A T A D V I C E W O U L D Y O U G I V E A M A R K E T I N G T E C H N O L O G Y P R O F E S S I O N A L T O B E P O S I T I O N E D F O R F U T U R E S U C C E S S ? Don't implement new technologies and processes for technolo's sake. If a platform has a lot of impressive functionality, and perhaps a few lawyers pressing you to make the switch, but requires significant resources for implementation, user adoption and maintenance, make sure it is a good fit for your user base and will actually solve a problem. It's easy to see the faster, stronger and better "Ferrari" and think that is the system that will solve all the world's problems. At the end of the day, if you have a similar tool that is underutilized, you should understand why because if you can't get people to drive the Honda you have, they're likely to be overwhelmed by the more intricate and complex sports car you've now given them the keys to drive. JW LG Learn everything you can about your organization: how does it operate, what are its goals, how do decisions get made, what drives the business? The better you understand your organization and how your role fits into the larger picture, the better equipped you will be to make decisions about how to advance a project, or add to your skillset. Watch what is happening at other law firms, but also watch what is happening at other types of companies, including the firm's clients. Ideas are everywhere and you never know what can be adapted to fit your particular situation. Take the initiative to think outside the box. Don't wait to be asked to dig further into why a process exists the way it does, or to see if you can come up with a better or different way of doing things, as long as you have the client's best interest at heart in doing so. Your attention to detail and tech-savvy prowess is what has gotten you where you are, but your ability to stay on the pulse of the industry, constantly seek more cohesive ways for your technologies to play into the overall business goals of the firm, and penchant to always keep learning and asking smart questions is what I believe will position you for future success. Embed yourself within the business development team at your firms and try to ensure your projects and initiatives support business development activity. Understand your firm's strategic goals and opportunities. It's not enough to just get through day- LPM JS JW 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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