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<b>Technology In Marketing: </b> CRM: How Lawyers Can Benefit

By Nancy Manzo
June 29, 2006

 

Lawyers work hard, graduate from law school, and survive the grueling years of being an associate. Over time, they network, build a healthy book of business and a steady flow of referrals. Lawyers who hail from the GenX or GenY tribe are intimately comfortable with technology and probably own a Blackberry or Treo so they can be in touch and stay organized. But unless they plan to practice solo for the rest of their lives, they're likely to run into Client Relationship Management (CRM) technology.

Most mid-to-large-firm lawyers look to CRM to leverage relationships within the firm to grow their business. In today's competitive legal services market, CRM is critical to maintaining a profitable business. Leading law firms with a mature marketing and business development function are increasingly looking toward CRM technology in the hopes that it will provide them with the extra competitiveness they need to secure new clients and solidify existing client relationships. In recent years, more law firms are hiring sales executives to lead business-development efforts. Yet the high expectations placed upon them are not matched with the technology tools to fulfill them.

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