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Beyond the word document – leveraging technology for better business development plans

By Justine Robinson, Customer Success Manager, Objective Manager 

Working as an in-house marketing professional for over ten years, I know that client, practice and industry plans are an integral part of any law firm’s business development and marketing efforts. Teams put time and energy into writing these plans at the start of each year, only for these documents to be filed away and forgotten shortly after they are created. Often times billable hour requirements and other priorities can become a roadblock to keeping these plans regularly updated and relevant.  

A static Word Document is easy to dismiss and will never serve as the dynamic environment that is needed to facilitate the ever-evolving planning process. This is where the right technology can play an essential role in keeping these teams engaged on a consistent basis, in order to reach the goals they set out to achieve. The ideal technology platform functionality will focus on three key areas to help users form productive plans. 

  1. Accountability: Keeping individual team members accountable is an important part of any plan. Being able to designate your team members, then assign them to both long-term goals and key actions to let them know what they are responsible for delivering is a must. Setting due dates on these tasks and generating email reminders to those assigned will add another automated way for teams to stay on track and engaged with the plan. 
  2. Transparency: Lack of transparency can be a common complaint amongst attorneys at law firms. When they are not privy to the firm’s strategic goals across the many different plans that exist, it can make them feel less secure about how the firm is operating and where they stand within it. Planning tools should allow for all plans to be shared and searchable to every user. The increased transparency helps attorneys gain knowledge about firm activities that they may not have had access to in the past. This knowledge can lead to greater collaboration, participation and overall retention at the firm.
  3. Collaboration: Plans need the principle of collaboration in order to be successful. When a team has to communicate across many different offices, simple channels for collaboration are an absolute necessity. Plans within a system should grant team members not just visibility, but the ability to add progress updates so any team member or leader is able to see a snapshot of exactly what has been accomplished and what else needs to be done. Users should also have the ability to tag a personal goal to a client, practice or industry group plan. Connecting individual goals to a team plan helps promote cross-selling and collaboration by building a searchable network of commonalities.  

 At Objective Manager, we understand the hard work that goes into creating business development plans. We’ve crafted a straightforward system, specifically meant to promote the continued success of these business development plans. Contact us today to schedule a demo. 

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