When Wendy Horn joined Houston’s Bracewell & Giuliani as its director of marketing and client relations, one of the first things she noticed was the way the firm was — and wasn’t — using its customer relationship management software.
Of course, most law firms have yet to even install CRM packages — a standard technology in just about every other sales-driven industry. So the fact that Bracewell & Giuliani was using it at all was a solid first step. But after 20 years in law firm marketing, Horn knew that the firm could be doing more than simply managing client contact data; it could be using CRM in sophisticated ways that would generate buzz — and business.
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