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Competitive Intelligence: A Tool for In-house Counsel
Competitive Intelligence has long been used by corporate America to analyze trends, client feedback, and marketing strategies to get an edge. It's the newest buzzword among law firms to win more market share and retain clients. But it's barely a whisper in law departments, at least when it comes to selecting outside counsel.
'The selection and evaluation of outside counsel remains highly subjective,' says Daniel DiLucchio, principal at Altman Weil, Inc., which provides management consulting services exclusively to the legal industry.
There are a number of reasons for the paucity of competitive intelligence in selecting outside counsel. While the idea that law is a business has been around for a while, it usually takes the legal profession longer than other industries to change. Moreover, it takes more time to review and analyze objective criteria versus calling a friend and asking for a referral. And as competition among firms has become heated, legal departments might have a tendency to sit back and reap the benefits.
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