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Competitive Intelligence: A Must Have

By Linda Will
November 14, 2005

In today's evolving technological legal market, it is not enough for a law firm to perform tactically, using best practices. Competitive marketing for same client market share necessitates strategic planning. And strategic planning, in turn, mandates Competitive Intelligence (CI) initiatives tag teamed with information analysis.

What is CI?

Although, long-range growth plans are still a requisite component of law firm longevity, cognition of the market place is vital for securing prime client matters be they litigious or transactional in nature. Raw data alone is not sufficient for predetermining client and industry needs. Sophisticated business information, digested and analyzed becomes Competitive Intelligence that enables law firms to map key client's legal needs as well as identify cross-selling opportunities. Competitive Intelligence therefore is the process of gathering data and turning data into information and then into knowledge. This knowledge defines customer needs, customer decision-making processes, the competition, conditions in the industry, and general economic, technological and cultural trends. CI is a group effort exemplified by moving from reactive to proactive, intuitive to the more consistent structural, and going from the next move to multiple moves. Competitive Intelligence enables sustainable competitive advantage.

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