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The CRM4Legal Solution:
Marketing
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In many law firms there is division between what happens in the Marketing department and what happens in Business Development. This division can cause one or more of the following problems:
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Business development and/or the partnership has no visibility into what marketing is doing to support their efforts
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Marketing has no visibility into what the business development or partnership team does to follow up on the leads or introductions they produce
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Overall marketing effectiveness does not improve because there is no way to measure what works and what does not
CRM4Legal is designed to help law firms solve these problems by providing one tool to connect the efforts of both groups.
In CRM4Legal the goal of each marketing campaign or event is to provide what is known as “closed loop marketing.” By ensuring that the campaign targets, campaign activities, and the results of the campaign activities are related and captured in a consistent format, the entire firm can measure data such as:
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Number of leads or expressions of interest produced
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Number of converted leads
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Number of opportunities
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Matter or other revenue produced from closed opportunities
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Cost per lead
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Cost per opportunity
The ability to know what was spent on a campaign or event and relate it to the actual revenue that resulted is the essence of closed loop marketing. A marketer with this information can plan, forecast, and target more effectively. This information helps the marketing team assess the quality of lead sources and design campaigns that produce better results with each effort.
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