It may be shocking (or maybe not) that 50% of marriages end in divorce, but an even more shocking statistic is how they get divorced. 77% of lawyers I have a history of failure in implementing technology. Also, some may bet their second or third chance on marriage, but with the introduction of marketing technologies, especially in law firms, it is highly unlikely that you will get a second chance.
Today's legal industry is highly competitive, with firms requiring attorneys to learn new skills and implement new technologies such as artificial intelligence, e-marketing, and experience management systems. So, shouldn't lawyers actively adopt martech that can be advantageous to them? Unfortunately, less than 40% Just over a quarter of lawyers use a CRM, but only a quarter use a CRM for sales pipeline management.
When considering the love-hate relationship between lawyers and their firm's marketing technology infrastructure, it's important to consider the lawyer's perspective on change management and technology implementation. Lawyers are inherently skeptical, hypercritical, risk-averse, and don't like change. While these attributes are certainly useful for legal practice, they are not very helpful in promoting marketing technology adoption. This is why it can sometimes feel like you're herding cats. However, these cats are very smart and have opposable thumbs to advocate for sport.
Lawyers and technology may not be a match made in heaven, but following these steps will ensure your success in adopting and leveraging marketing technology.
1. Needs assessment
The advantage of technology is that it can do so many things, but the problem with technology is…it can do so many things. For technology to be successful, it must properly meet the needs of end users. Each company has unique needs, so selecting technology should start with an assessment of your needs. Interviews with key stakeholders should be conducted to determine the organization's specific needs and requirements.
As a follow-up to the needs assessment, we interview user groups such as lawyers, partners, and even their assistants to understand their needs and requirements and understand their daily processes and issues. Each of these groups defines different values. This means that each group has its own unique needs and set of requirements. By involving these users in the process upfront, they are more likely to adopt the technology later.
2. Communicate
Like any good relationship, successful technology implementation requires extensive communication. Lawyers need to be convinced that this technology will benefit the company as well as the individual. It may be helpful to take the time to develop a formal communication plan. We begin with a presentation by company leaders outlining the benefits of the system. You need to set realistic expectations, not only about the system but also about the user requirements.
Then, establish, document, and distribute the necessary processes and procedures to support implementation. Most importantly, sharing is caring, so always reach out when you achieve a goal or ask for feedback from your end users.
3. Resources
All good relationships require care. Companies often forget to consider the long-term costs of implementing technology. Successful technology implementation requires companies to commit the necessary resources such as time, money, and personnel. It also requires a coordinated effort from everyone in the company, so be sure to invite everyone who needs to participate, including:
- Technical support to assist with implementation and integration
- Training programs with standards outlined for different user groups
- Data stewards (internal or outsourced) ensure data is clean, correct, and complete
- Marketing and business development departments responsible for formulating and implementing communication strategies
- Drive recruitment with solid leadership and support from leading lawyers
