Gowling WLG (UK), the UK arm of the international law firm, is a longstanding user of the CRM platform LexisNexis® InterAction®. In view of CRM’s maturity as a discipline, in 2019, the new Business Development (BD) leadership at Gowling embarked on revitalising the use of relationship data to drive marketing and business development practices.
Over 18 months, the firm addressed underlying discrepancies in the data, implemented tools, people, and processes to continuously manage the data integrity, and championed change through the firm to help lawyers see how the data could make them even more successful. As a result, the firm has recorded 2000% more BD activities over the prior year (the total activities added for the last full financial year is the same as the previous 15 years added together!). This provides vital intelligence on who is in the firm and how the firm engages with clients and prospects, which is invaluable in determining where there is business opportunity or risk.