automate and differentiate: how to create and launch experience and proposal automation systems

Automate & Differentiate:How to Create & Launch Experience and Proposal Automation Systems

Paul OdetteSenior Product Manager, Business DevelopmentHubbard One

Amy FielekDirector of Services, Business DevelopmentHubbard One

Becky KlindtMarketing Operations ManagerFredrikson & Byron P.A.

Cyndy McCollough Senior Manager, Marketing TechnologyDickstein Shapiro LLP

Introduction

Paul Odette

Senior Product Manager, Business Development

• Part of Thomson Reuters since 2006 working in Product Development & Services

• Previously manager and business developer for enterprise software solutions provider

• Hands on experience implementing variety of business solutions

Today’s Agenda

• Overview of Experience Management & Proposal Generation

• Project Overviews– Becky Klindt

Marketing Operations Manager Fredrikson & Byron P.A

– Cyndy McCollough Senior Manager of Marketing TechnologyDickstein Shapiro LLP

• Implementation Tips and Suggestions

• Q & A

EXPERIENCE MANAGEMENTThe essential elements of:

Example of Experience

Competition

• Over 1500 U.S.-based law firms of more than 30 attorneys

• Increased competition

• Differentiation is key to winning and justifying value

• Leverage firm strengths against competitor weaknesses

An Outside “Customer” Perspective

What GC’s are looking for…

Experience…not Expertise – Experience in my industry….

– Experience in my jurisdiction….

– Experience specific to my issue….

They are trying to answer the question….

Have you solved a problem like mine, for a company like mine, in my jurisdiction?

The Problem

Endless number of places where experience info can live.

Finding accurate experience (if it can be found) can be time consuming.

Bio & Practice Descriptions

Emails – Does anyone know…?

ProposalsMarketing Materials

Financial System

PowerPoint Presentations

Pitch Books

Spreadsheets

Custom Databases

Centralize, Publish, Use

Experience Manager enables law firms to efficiently

Centralize Refine Publish

attorney and matter data for marketing and business development.

Marketing & Business Development Use Cases

1 Finding Experience for Pitches and RFPs

2 Generating Demand via the Web

3 Managing Submissions and League Tables

4 Citing Experience on a Prospect Call

5 Staffing a Pitch or Client Team

6 Responding to a Press Inquiry

Accenture: Breadth & Depth

Accenture: Breadth & Depth

Kilpatrick Stockton Experience Center

Experience Manager: Flexible Data Model

Core Experience Fields• Easily create new fields• Quick screen configuration

Practice Profiles

Promote to Web & ProposalsIdentify the Experience records that should be promoted to the Web and available to Proposals

Experience Manager: Find, Use, Report Experience

Build Complex Searches•Drag-n-Drop Reporting

Save & Share Searches Create Reports

Experience Manager: Who Knows What

View Experience Results

View Attorney Results

Configurable Results Views

PROPOSAL GENERATIONThe essential elements of:

Freeing up time for strategic business development

Strategic Focus Busy Work

Proposal Strategy

Differentiation

Opportunity Visibility

Finding & cobbling together proposal content

Reformatting , standardizing content

Manual pitch tracking/reporting

Capitalizing on Time Savings

INCREASE FIRM REVENUE & PROFIT

• Increase Pitch Win Rate

• Pursue More Opportunities

CAPABILITIES

• Pitch Production Efficiency

• Content Management Efficiency

• Opportunity Management

Faster and Better Content Production

1. Choose Template 2. Choose Content 3. Generate Document

cReduce content production effort from Hours to Minutes.

Generate Consistent Materials

Opportunity Management & Pipeline Reports

FREDRIKSON & BYRON, P.A. Project Overview

Fredrikson & Byron, P.A. Introduction

Becky Klindt – Marketing Operations & Business Development Manager

• Manages and develops strategies related to marketing technologies and their role in improving internal and external client relationships

• Fredrikson & Byron, mid-size national law firm located in Minneapolis with 240 attorneys and six offices world-wide

• Who is she? A marketing professional striving to be effective through practical, strategic and efficient solutions

Project Overview

• Experience Management at Fredrikson & Byron– Desire coupled with skepticism

– Technology solutions versus process solutions

• Project Timeline – Actual– Step one: Three years

– Step two: One year

– Step three: Forever

From Experience Management to Knowledge Management

Marketing Information

Attorney Information

Billing Information

Building a Team: Who Should be Involved?

Administrative Team Practice Group Team Primary Project Team

Financial Lead Practice Group Lead Project Manager

Knowledge Management Experience Lead IT Support

Marketing Lead Workflow Lead Practice Group Managers

Project Manager Practice Experience Administrator

Data Specialist

Data Specialist Project Manager Project Coordinator

How It Works

Attorney

Marketing

Practice Experience Administrator

Experience Manager

1.

2.

3.

4.

How It Really Works!

How It Continues to Work

Attorney

Marketing

Practice Experience Administrator

Experience Manager

Value Summary

Internal Benefits External Benefits

Provide a cumulative source of experience

Highlight key experience to external audiences (league tables, news releases, etc.)

Utilize experience across multiple functions

Improve response time for producing deal and case lists

Find attorneys in the firm with significant amounts or specific types of experience

Enhance external message marketing content on the website, proposals, pitches, etc.

Better tracking of work results Identify trends in the firm’s business such as industry or geographic segment growth

Better understanding of costs, fees and profitability

More clearly communicate and comprehend client successes

Keys to Project Success

• Create a BUS

• Spend time on project planning

• Understand how other administrative teams use experience

• Create team beyond marketing and use that experience

• Build system owners

DICKSTEIN SHAPIRO LLP Project Overview by:

Cyndy McColloughSenior Manager of Marketing Technology

Areas of Responsibility:

– Website

– Proposal Generation

– Emarketing

– Client Relationship Management (CRM)

– Social Media

– Experience

Dickstein Shapiro, founded in 1953, is a multi-service law firm with offices in Los Angeles, New York, Orange County, Silicon Valley, Stamford, and Washington DC.

@lawmktggeek

Project Overview

• Pain Point– Difficulty quantifying practice experience for RFPs, pitches, media,

strategic initiatives

• Clearly Identified Champions

• Phased Approach– Insurance Coverage Practice

– 900 matters (3 year period)

• Project Scope– Users

– Fields

– Project roles

– Dependencies

– Timeline

Project Process

• Internal and External Project Managers

• Establish Use Cases

• Pull Matter Service Records

• Engage in Attorney Interviews

Does this involve

litigation?

Can we publicize

client name?

Is it marketable?

Matter A:General

Questions

Can we publicize $ amount?

Yes

No

Pretrial

Trial

Arbitration

Mediation

Counseling & negotiation

Yes

No

How It Works

Attorney

Interviewers

Value Summary

• Quickly access comprehensive attorney experience

• Relate experience information to attorneys, offices, trial venues, expert witnesses, competitor firms, etc

• Quantify experience at a granular level for strategic analysis

• Leverage existing technology investments (Elite Billing, Website, Proposal Generator)

Lessons Learned/Advice

• Technology only gets you so far…process is key

• When choosing fields, identify must have vs nice to have

• Address ethical walls early on

• Involve paralegals / secretaries in interviews

• Control administrative access

• Promote business development value throughout firm

PLANNING CONSIDERATIONSExperience Management and Proposal Generation

Introduction

Amy Fielek

Director of Services, Business Development

• Part of Thomson Reuters since 2007

• Oversees the teams that implement Hubbard One’s PG, EM, CM, EMM, WF, & CN solutions

• Previously worked at LexisNexis, MDS Global Consulting, PwC, & Andersen Consulting as a consultant and manager.

Experience Management

1 Identify strategically valuable Use Cases

2 Complete a thorough Current State Assessment

3 Identify Stakeholders and Sponsors

4 Define a realistic Vision

5 Define, refine, & get agreement on Processes

6 Collaborate with IT

The challenge typically is not technology… but organizational preparation and readiness.

Proposal Generation

1 Define Business Case

2Standardize pitch formats3

Develop Pitch Design ahead of time

4 Keep formatting simple

5 Define plan for ownership & ongoing management of content

6 Develop other Use Cases

An unbelievably valuable tool … but keep it simple and streamlined.

Questions and Answers

Next Webinar:

Building Relationships Through the Web

Kalev Peekna Web Strategy Manager Hubbard One