In an ILTA hosted webinar yesterday about experience databases, Kathrine Cain (Winston & Strawn), Lisa Simon (Brownstein Hyatt Farber Schreck) and I spoke about our own experiences implementing experience databases. As I mentioned in my introduction and observations, this is one of the hottest topics proliferating law firms today – and not just the IT or marketing department, but the executive suite and your managing partners’ offices.
Firm leaders are clamoring to improve cross-selling and grow revenue. And make lateral integration more successful.
I’ll write more of a program recap in a day or two (and will alert you when ILTA posts a recording of the webinar on its site), but in my concluding “What’s Next” remarks, I mention this:
All the lawyers and marketers to whom I’ve spoken agree that for cross-selling to improve, lawyers must learn to strike while the iron is hot. Meaning, when lawyers are at a conference, having lunch or a drink, or riding in a cab with a client or prospect, and the client asks, “Do you have anyone who does <fill in the blank> in the ________ industry?”–the lawyer must be able to facilitate a spontaneous conversation around that topic. Right then and there.
Trusted mobility is next.
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