Digital White Papers

22 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING AND BUSINESS DEVELOPMENT The Motivation To Adopt CRM At roughly half the firms with a CRM, only one in 20 lawyers (at best) uses it. Roughly seven percent of the firms –– we might call these the "success stories" –– have achieved moderate adoption of their CRM (though a 60-to-80-percent adoption rate is merely a good start). Some partners might look at this chart above and feel a sense of relief: "Phew. It looks like we are not the only ones hemorrhaging money on our neglected CRM." Some might wonder how those seven percent of law firms got their lawyers to use the CRM. Some might spot something else entirely: A small percentage of law firms have a massive competitive advantage right now. Think back to why your law firm invested huge sums of money into CRM. Your investment was not in soware or a next-generation database; you invested in a future state, one where the following are true: » Mission-critical data come out of hiding » Lawyers and business development (BD) teams proactively identify new client and cross-selling opportunities that make sense » The marketing team has the contextual data needed to enhance client relationships at scale » Partners know when it is time to initiate, strengthen or salvage key client relationships CRMs still hold the key to this grand vision, but can only fulfill their promise when they contain comprehensive, up-to-date data. Data fuel your CRM engine. Unable to envision a solution to the data entry side of the equation, some law firms have already wrien off their CRMs as a total loss. They are not geing rid of the system altogether since it is bought and paid for and still serves a purpose for those who At roughly half the firms with a CRM, only one in 20 lawyers (at best) uses it. ESTIMATES ON THE PERCENTAGE OF LAWYERS ACTIVELY USING CRM AT FIRMS 46% 24% 16% 7% 7% 0-5% OF ATTORNEYS 6-15% OF ATTORNEYS 16-30% OF ATTORNEYS 31-60% OF ATTORNEYS 61-100% OF ATTORNEYS

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