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ERM 2.0 ' What's Next for Legal Marketers

By Wilbur Swan

Law firm marketers understand that “whom you know” really matters, and how you know them matters even more. Enterprise Relationship Management (ERM) is what firms today use to track and manage their relationships to determine which connections firm-wide can be valuable in growing their business. But ERM, like most marketing technologies, has evolved. It is critical for law firm marketers to remain aware of how to use this technology to their firms' best advantage as it continues to mature. Where ERM 1.0 was about “who knows whom” and improving efficiency in identifying key relationship owners, ERM 2.0 is about changing how the firm can use its relationship information as intelligence for a competitive advantage. Additionally, it encapsulates deep market and relationship data analytics, allowing firms to better understand their strategic business risks and opportunities. In other words, it really comes down to taking all relationship information and making it actionable.

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