In today’s highly competitive legal marketplace, providing the highest quality services with unparalleled efficiency is a proven way for a law firm to gain an advantage over its rivals. But maintaining the ideal balance requires the right tools and a firmwide commitment to adapt to new ways of doing things. Just ask Jenna Schiappacasse, Director of Marketing and Business Development at Rosenberg Martin Greenberg, a Baltimore, Maryland-based, mid-size law firm that celebrated its 30th anniversary in 2017.
For Schiappacasse, who rose through the firm’s marketing ranks over the course of her more than
10-year tenure at Rosenberg Martin Greenberg, facilitating change is the name of the game. Along with
the firm’s IT director, she successfully lobbied the firm’s managers, convincing them of the value of
implementing a customer relationship management (CRM) solution.
Throughout its 30-year history, Rosenberg Martin Greenberg has strived to provide its clients with the best legal services available, at competitive rates. That commitment to excellence has required the firm’s attorneys and support staff to operate with a high degree of efficiency in everything they do, including maintaining contact with clients and prospects.
Over time, however, the growing body of marketing lists began to take a toll on efficiency. Working with an assemblage of fragmented lists, including the firm’s accounting database with client contact information, holiday gift lists housed in an antiquated precursor to a true CRM system, and a number of marketing lists created in Microsoft Excel and housed in the document management system, the firm lacked the insight required for business development initiatives. “We didn’t know who knew whom,” Schiappacasse says. “We didn’t know where people were going because there was no easy and efficient way to keep up with job changes and title changes.”
She also notes that the firm was experiencing an unacceptable—and expensive—volume of returned mail due to inaccurate information. This was especially apparent during the holidays, when a large number of client and referral appreciation gifts were not deliverable and had to be re-sent. Schiappacasse was determined to implement a better system.
After getting the firm’s management on board by explaining how a CRM system would increase efficiency, reduce unnecessary expenses, and make their lives easier, Schiappacasse began digging into the pros and cons of several of the most popular CRM solutions available. When the dust settled, she selected InterAction®.
Her choice of InterAction was fueled by several key factors. Chief among these were its ease of use, its integration with Microsoft Outlook, the attractive interface, and the multiple options for offering second-level training.
Once the decision to go with InterAction was finalized, the next step was to prepare for implementation. Training was key to this phase of the rollout. Working closely with the LexisNexis training team, Schiappacasse coordinated Train the Trainer sessions to prepare the firm’s in-house trainer to educate attorneys, paralegals, and administrative support staff on the basic functions of InterAction. She also arranged for additional training for individuals who needed to access higher-level capabilities of InterAction.
Pleased with the results of its implementation of InterAction, Rosenberg Martin Greenberg adopted InterAction IQ. InterAction IQ mines InterAction activities, email, and calendar items for clues about relationships that exist among the contacts in its database. The firm uses the sophisticated data mining capabilities of InterAction IQ to clean and update the InterAction database using the information in email signature blocks. Approximately six months after implementing InterAction IQ, the firm introduced InterAction Mobility, which allows attorneys and staff to access the InterAction database from their mobile devices
ROSENBERG MARTIN GREENBERG, LLP
Rosenberg Martin Greenberg, LLP is a 32-attorney law firm based in Baltimore, Maryland. The firm has extensive experience in the areas of commercial lending, litigation, real estate, creditors’ rights, business planning and transactions, tax and wealth planning, and tax controversy.
Rosenberg Martin Greenberg required a CRM solution that would enable the firm to manage and leverage client contact information and provide the data needed to make decisions. The CRM had to be easy to use and increase data management efficiency with a minimum of administrative support.
InterAction® and InterAction® IQ ensure the accuracy of the firm’s contact data and allows marketing to track high-potential client relationships and new business resulting from firm-sponsored events.