Most big law firms today are not run like modern businesses of the 21st century; instead they function based on a partnership model that is criticized as archaic and clunky, billing for time that could have been better spent if processes were streamlined as the rest of the world seemingly moves forward. Meanwhile, law departments are increasingly billed as being on the forefront when it comes to technology implementation and operating in a climate that speaks the same language as the business.

The number of law firms embracing technology as a means to improve the client experience is growing—albeit at a slower pace compared to their in-house counterparts , according to BTI Consulting. A survey of corporate counsel conducted by the research firm found 9 percent more law firms are using technology as a source of innovation in 2015.

While it's not necessarily a competition, both inside and outside counsel need to work together and expand their partnerships to holistically drive true innovation in the legal space, according to Connie Brenton, director of legal operations at NetApp.