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In recent years, Intapp has been on an M&A spree for marketing and customer relationship management (CRM) tools, acquiring OnePlace, gwabbit and DealCloud in the past two years in an attempt to bring together a unified customer solution.

Now, that unified solution is being rolled out to the public. Intapp is set to release its new solution titled OnePlace for Marketing, which brings together the previous OnePlace, gwabbit, DealCloud and Intapp experience management tools under one umbrella.

OnePlace for Marketing comes with three constituent products: Intapp CRM, Intapp Relationships, Intapp Experience. Each of these have the ability to be purchased separately if a firm already has, say, a CRM system, though purchasing that way does lose the interoperability that Intapp promotes as a central value to the product. The solution is available through directly contacting the company, and pricing is variable based on the integrations customers need, data to bring into the system, and the total number users.

Included in the overall solution, which is fully cloud-based, are automation features such as signature scraping and "zero entry" automatic syncing updates that are intended to streamline the marketing data entry and analysis process. Intapp says the tool offers a "consumer-grade" user interface (UI) and user experience (UX) design, developed in conjunction with the idean firm within Capgemini.

For Intapp, the goal is to provide an end-to-end solution for all of a firm's marketing needs under one umbrella. Lavinia Calvert, general manager for the marketing and business development business at Intapp, told Legaltech News that she sees OnePlace for Marketing "as sitting in the center of that stack" that brings together CRM and marketing data in a system that also includes third party data like financial management, practice management, and HR systems.

"I think the beauty of it is that we're combining all of the things that are typically procured by firms as different point solutions—and that becomes somewhat of a challenge because you end up with multiple vendors and software that you need to integrate," Calvert said. "We have integrated them in the OnePlace for Marketing solution, and taken what we've learned in the OnePlace world, which was built on the Salesforce platform, and applied the specific use cases and capabilities to our own proprietary platform."

Indeed, Intapp is taking a Salesforce-like platformization strategy to OnePlace for Marketing, looking to provide a way to build artificial intelligence, analytics, and other capabilities on top of the base solution. As Calvert put it, "Once you can get all of that data in one place and manage the data in a smart way, you can do a lot with it."

Intapp sees the target market as predominantly law firms, but with use cases in accounting and consulting firms. There isn't a specific size of firm the company has targeted, however—a press release for the product states that 22 firms have signed up, and Calvert noted that these run the gamut from small and mid-sized to large international firms.

There may be one issue though: CRM and marketing systems may be tough sells internally. Calvert, though, sees that changing as law firms learn in greater depth the value of their data.

"CRM hasn't had a great reputation, particularly in law," she explained. "A lot of that has to do with a lack of user adoption, but also poor data, poor data governance, and people not really understanding the true capabilities and business case for having a CRM."

Intapp has already been offering initial sales and demos of the product for the first part of 2020, but says the tool's "coming out party" will be during the Legal Marketing Association Annual Conference between March 25 and 27.