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CRM as a Growth Strategy: Turning AI and Data into Business Development Success

By Chris Fritsch
March 01, 2025

For years, customer relationship management (CRM) in law firms has often been viewed as a glorified Rolodex — a necessary but often underutilized system primarily seen as a data repository. However, as firms seek to drive business development, client engagement and revenue growth, CRM needs to evolve into a strategic growth platform. With the integration of automation, analytics and AI, law firms should ultimately be able to harness CRM as a business development information powerhouse, reducing administrative burdens on lawyers while unlocking powerful insights for marketing and business development teams.

At the recent Marketing Partner Forum, industry leaders discussed the intersection of AI and CRM, highlighting both the opportunities and pitfalls that come with leveraging AI in client relationship management. The key takeaway? AI is not a replacement for human relationships, but when used strategically, it has the power to transform the way law firms engage clients, identify opportunities and drive revenue.

Industry data underscores the urgency of this transformation. According to the 2025 Citi Hildebrandt Report, law firms face increasing financial pressures and demand for efficiency, making CRM automation and AI more critical than ever. It should come as no surprise that the same study highlights the impact of AI, with more than three-quarters of legal professionals predicting that AI will have a transformative effect on their work over the next five years.

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