David Ackert is the president and CEO of Ackert, Inc, the company behind PipelinePlus.
Chances are, your firm either has CRM or is considering an implementation in the near future.However, there is a unique paradox at law firms: Oddly, the salespeople (lawyers) are reluctant to use a sales tool like CRM.
Every year, we conduct an industry survey examining the utilization, user experience, and ROI of CRM platforms. We've seen consistent trends for the last 4 years - while more and more law firms are adopting CRM, only a very small percentage of lawyers actively use the software.
As a result, law firms often develop creative workarounds to their pipeline challenges, some more effective than others. These strategies tend to rely heavily on marketing and business development professionals to enter and maintain the database data, even though they are not in a formal sales role.
This awkward attempt to create a bridge between the salesperson and the sales manager in a sale-averse culture boils down to a serious accountability problem in our industry. Even if you don’t expect your lawyers to interface extensively with CRM, you can use CRM data to provide insight and direction to their business development efforts.
If you're interested in learning the latest industry trends about CRM, ERM, pipeline management, and how law firms are integrating their martech stacks, don't miss our upcoming webinar exploring the results of the 2019 installment of our CRM survey. You can find details and register below.
Free Webinar: The State of CRM at Law Firms (2019)