Leveraging Financial Intelligence for Enhanced Marketing and Business Development in Law Firms

Challenge: Streamlining Marketing and Business Development to Build Stronger Relationships

As the Director of Marketing and Business Development at Morse, Jaclyn (Jacki) Braga is focused on ensuring that the firm’s marketing initiatives are data-driven and strategically aligned with the firm's overall goals. With a passion for technology and a goal of supporting the firm’s growth, she sought tools that could integrate seamlessly across departments and provide actionable insights into both client relationships and financial performance.

In addition to these goals, the Massachusetts-based firm was looking to improve the efficiency of its holiday card process, ensuring that key clients and contacts received personalized, timely communications. They also wanted to address a gap in the firm’s contact database, particularly for rainmakers whose contacts were incomplete through Outlook sync alone.

Solution: Expanded CRM Adoption and Actionable Insights With SurePoint

Morse was already using SurePoint’s Legal Management System (LMS) alongside ContactEase CRM but had not fully utilized the financial integration between the two systems. This combination allowed Jacki and her team to bridge the gap between financial and client data, empowering them to make better-informed marketing and business development decisions.

To further enhance their operations, Morse migrated to the cloud and added ContactEase Relationship Discover (CERD), a tool that captures contact information from key rainmakers. This solved a long-standing challenge: relying solely on Outlook sync often led to incomplete data. Now, with CERD fully operational, Morse could capture accurate contact details, ensuring their holiday card process ran smoothly and that key contacts received tailored outreach.

As they add LMS integration to ContactEase, Morse will gather the next missing piece of data, completing the loop between client relationship management and financial insights.

Results

By leveraging the integration of financial management, client relationship management, and enterprise relationship management (ERM), Morse’s marketing team gained:

• Improved Targeting: Combining relationship data with access to real-time financial data allows the marketing team to focus their efforts on the most profitable practice areas and clients, ensuring more strategic resource allocation.
• Streamlined Holiday Card Process: The integration of CERD allowed the firm to streamline its holiday card process by automating and personalizing outreach to key contacts. With accurate contact data, Morse could create more tailored campaigns, ensuring each client received personalized communications.
• Enhanced Client Engagement: With data on client interactions and financial transactions, the firm could create more personalized marketing campaigns, such as targeted outreach, improving client retention and satisfaction.
• Better Decision-Making: Automated financial reporting freed up time for strategic planning, allowing the team to quickly assess the ROI of marketing initiatives and adjust tactics to focus on the most profitable activities.

As Jacki noted, "I’ve always been a huge fan of ContactEase, but now with even more data at our fingertips, I’m excited to take our marketing and business development efforts to the next level. The financial integration will give us the insights we need to not only do our jobs better but also to help the firm grow."

The migration to the cloud and the addition of CERD have created a holistic view that helps the firm better serve clients and grow its business. With the addition of the financial integration with LMS, this view will only expand over time.

Be sure to catch the webinar "Strategies for a Successful Holiday Card Season" to learn how Jacki and her team leverage ContactEase during the holiday season. Click below for examples of the firm's award-winning holiday greetings through the years.