Your new post is loading...
Competitive intelligence (CI) involves researching, gathering and distributing information related to a client, prospect, product or competitor in order to aid decision-makers in strategic planning. In a law firm setting, this often translates to client intelligence, or analyzing information about prospective or current clients for business development and cross-selling purposes. Today, many larger firms have a CI professional as part of their legal marketing or law library team. However, hiring a dedicated CI professional may exceed the budget for small and mid-size firms. Small firm marketers can get the value of a CI program without major costs through DIY CI, using free- and low-cost tools to provide business development research to their firm. In this four-part series, we will discuss the ways in which marketers can incorporate CI practices into their business development workflow without incurring major costs.
