Verrill Deploys Intapp CRM and Intapp Relationships to Accelerate Improved Client Retention and Acquisition
A leading New England-based law firm, chose Intapp CRM and Intapp Relationships to implement a firmwide CRM model, eliminating the resource drain associated with manual tasks, and freeing both the marketing and business development team and firm lawyers to proactively focus on client retention and acquisition to drive revenue growth.
Founded in 1862, Verrill is a leading New England-based law firm with offices in Maine, Massachusetts, Connecticut, Rhode Island, New York, and Washington, D.C. Known for its rich history and values-driven culture, the firm serves clients in a wide array of industries, including construction, technology, health care, energy, higher education, telecommunications, food and beverage, and manufacturing. Recognized as client service leaders, the firm has received BTI’s A-Team and Power Rankings for 6 consecutive years, and serves clients in 45 states. As recognized by Law360 and NLJ 500, 40% of the firm’s partners are women.
Facilitating Data-Driven Decision-Making
Like many of its competitors, Verrill’s marketing team struggled with disjointed technologies and complicated workarounds to perform meaningful and reliable data analysis. “We were pulling data from three different systems — none of which was connected to any of the others — to cobble together answers and recommendations that should have been simple,” said Zach Gostanian, Business Development Analyst at Verrill.
The firm needed to allocate its marketing and business development resources in ways that were consistent with historical data and growth priorities, which was impossible to do in a timely and accurate fashion without a fully automated and integrated CRM solution. “We needed to move away from volumes of manual work — and judgement calls — to data-driven decision-making,” said Gostanian.
Investing in Technology with Favorable ROI
The firm found itself at a pivotal point, deciding how to best allocate marketing and business development resources to support growth.
“The marketing and business development team viewed technology investment as the most effective solution to demonstratively show a favorable return on investment,” said Gostanian. “Our strategy centered on the idea that lawyers and staff could be engaged in the process themselves — supported by technology that makes it simple and easy — giving the marketing team more time to focus on client retention and acquisition.”
Moving to a Self-Service CRM Maintenance
During the technology-selection process, the marketing team focused on finding a flexible, configurable solution that fit the firm’s culture. “The last thing we wanted was wasted investment, poor adoption, or failed implementation,” said Gostanian. “When we were going through the demo process with various vendors, Intapp CRM and Intapp Relationships stood out from our other options. Their solutions are highly configurable, and we knew we could support a variety of lawyer-specific preferences to match the ways the lawyers choose to work, whether in Microsoft Outlook, on their mobile device, or on the web.”
In addition to closing technology gaps, the marketing and business development team sought ways to capture and utilize each lawyer’s knowledge by giving them direct access to a user-friendly system. “Before Intapp CRM and Intapp Relationships, marketing was often a gatekeeper for even the simplest updates — things like adding a contact, updating a job title, or documenting a contact company change. At scale, manually updating records was cumbersome and caused a backlog of important information,” said Gostanian. “We needed a solution that allowed us to crowdsource the data quality process and let lawyers access the system without marketing’s intervention to drive better quality data.”
Deploying Intapp CRM and Intapp Relationships
During the final phase of system selection, Intapp worked closely with the Verrill team to address senior stakeholders’ questions and concerns. “The Intapp team was a true partner in helping gather the information and resources we needed to build management’s confidence in the technology investment,” said Gostanian. “They not only helped us pull together documentation screenshots for use cases, but also picked up the phone whenever we called and turned around requests within 24 to 48 hours. As a result, we were able to go to management with a tangible picture, concept, and story.”
Once leadership was ready to move forward, the marketing and business development team received training, which focused on teaching the internal team how to train the firm’s lawyers. “We trained a pilot group ourselves — folks tend to be more receptive when they’re receiving training from a colleague who they know and trust,” said Gostanian. “Although we spent some time teaching the lawyers how to use the solution’s features, we allocated the bulk of the training session to explaining the ‘why’ of the process changes. We described the robust marketing and business development capabilities Intapp CRM and Intapp Relationships bring to the table, and explained how lawyers could use these valuable tools to grow their practices.”
To drive trial and adoption to the wider firm audience, the marketing team focused on communicating a central theme to lawyer stakeholders: A rising tide lifts all boats —contributing personal knowledge to the firm’s centralized data repository benefits not only the lawyers individually, but also the firm collectively. “Ultimately, a robust and fully adopted CRM solution that tracks and analyzes a wide range of data on contacts and relationships is good for all parties — the marketing and business development team, the lawyers, and firm leadership,” said Gostanian.
Accelerating Client Retention and Acquisition
The Verrill marketing team and firm leadership alike deem the Intapp rollout a success so far, and point to a number of immediate, measurable improvements.
“Intapp CRM and Intapp Relationships has streamlined routine tasks and reporting. This allows marketing to focus on projects like connecting with lawyers to discuss their business development plans,” said Gostanian. “We’re in a position to add value with information and analysis related to various opportunities preemptively, rather than waiting for inbound requests.”
The ease of use of Intapp CRM and Intapp Relationships impressed even the firm’s less-technical fee-earners and assistants. “Throughout the implementation, lawyers and staff continuously expressed surprise that the solutions were so easy to use,” said Gostanian.
Self-service CRM upkeep will allow the marketing team to focus on improving data quality and other important marketing activities. “With the right solutions in place, we’re in a great position to improve the overall quality of our data and enhance tracking for key-client contacts,” said Gostanian. “The combination of the self-service model, improved data quality, and fully automated processes allows our team to reallocate time to important marketing and business development activities.”
Verrill, a New England-based law firm, made strategic technology investments to eliminate cumbersome manual processes, transform CRM management into a self-service model, and empower its marketing and business development team to focus on client retention and acquisition.
- Disconnected technologies and high-volume manual processes consumed a large amount of the marketing and business development team’s time.
- Limited data analytics capabilities prevented marketing and business development staff from providing timely data-driven recommendations.
- Total reliance on the marketing and business development staff for all CRM activities thwarted efforts to focus on strategic projects.
Results with Intapp
- Streamlined automated processes: Integrated solutions and automated processes eliminate the inefficiencies and headaches associated with manual processes.
- Improved reporting and data analytics: Improved data analytics help marketing and business development staff to provide reliable recommendations with confidence.
- Firmwide self-service CRM: Full CRM use across all stakeholder groups fosters a shared sense of ownership and faster, easier access to data.
- Successful implementation and adoption: Tight alignment between the Intapp and Verrill teams ensured that concerns are quickly addressed supported by best-in-class training protocols.
Intapp is proud to have partnered with Pinnacle on the implementation and deployment of this solution for Verrill.