Technology and Marketing for Braxton Franchisees

Pressure to control expenses is at an all-time-high in large law firms. As a result, we are focused
on process improvement throughout the marketing department. A key component of most
improvements is increased reliance on technology to maximize the efficiency and effectiveness of all we
do. Thus, everyone on the team must master the technologies relevant to their job.
Beyond the usual Microsoft Office applications, our primary technology tools are:
➤➤ InterAction;
➤➤ Our Web site (we have “.net” plumbing);
➤➤ PMAPS (our proposal management system);
➤➤ SharePoint;
Our marketing department enjoys very strong relationships with our information technology (IT), information
services (IS) and training departments. These relationships are essential as few of our technology tools can function
optimally without support from those groups.
Though the marketing department team members are the primary users of these technologies, none function optimally
unless they are configured to exchange data with other systems (IT department). While our team can design
wonderful ads, presentations, e-vites, mini-sites, etc., others can more efficiently execute those designs (e.g., our
media services department). Having state-of-the-art tools doesn’t mean we know how to use them well. That’s
where we rely on our training department. So how do we strengthen our competencies? Largely through the good
graces of our colleagues in other departments.
One of the first and smartest things I did when I joined Nixon Peabody was to hire a manager of marketing information
systems to serve as our constant liaison with the IT department and generally to remain focused on all of our
technology needs. Despite our strong relationships and the best intentions of the other departments, they sometimes
get distracted (e.g., when on-boarding dozens of lawyers at a time or when opening a new office). At these times,
we are fortunate to have the constant attention of our manager of marketing information systems.
I could (and perhaps should) write a book on how SharePoint has improved our lives. It seems to make everything
we do easier and better. Of course, we may overdo it a bit. Do we really need to set up a collaboration site to
organize a spontaneous lunch for three people?

➤➤ Assorted databases;
➤➤ Design software;
➤➤ Videoconferencing tools; and
➤➤ Webinar tools.

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