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In an increasingly competitive legal services market, where clients are less loyal to their law firms and law firms are competing for business, there is a growing need for law firms to be systematic and disciplined in their approach to business development. Marketing departments are increasingly retooling themselves with client service, business development and sales functions. Attorneys, marketing and sales staff need to work increasingly closely as a team taking on non-traditional roles to ensure continuity in pursuit of business from first contact through the pitching and closing of business.
Being Systematic
When we established our sales function at Dorsey & Whitney LLP, a 600- attorney law firm with 19 offices around the world, we implemented our own intranet-based application to help us manage our sales pursuits. Like many firms, we had previously tracked our pursuits informally through spreadsheets, e-mails and word processing documents and we did not have a fully functioning CRM system. This article shares some of the lessons learned from implementing and using our system.
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