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Transcript of 1 Matter Profiling ILTA Webinar November 21, 2013 Tom Baldwin, Chief Knowledge Officer, Reed Smith...
1
Matter ProfilingILTA Webinar
November 21, 2013
Tom Baldwin, Chief Knowledge Officer, Reed SmithPhil Bryce, Knowledge Resources Counsel, White & Case
Tanya Vasilev, Senior Legal Manager, Cisco Systems
Moderated by Chris Boyd, Senior Director of Professional Services, Wilson Sonsini Goodrich & Rosati
2
Definition of “Matter Profiling”
• Recording information about each case, deal or other matter handled by the department or firm
• Tying this information to other knowledge assets, e.g. matter financials, work product, time entries, etc.
• Making all of this searchable to enable defined use cases (scenarios)
3
Reasons to Profile Matters
Business Reason Law Department Law Firm
Service delivery-Precedents-Experts-Contract management
-Precedents-Experts
Marketing / sales-In scope / out of scope- Internal marketing / business case
-League table rankings-Awards submissions-Comparable matters-RFP responses
Budgeting / pricing -Matter budgeting -Matter budgeting-Price estimates / quotes
Staffing / talent management
-Work allocation-Hiring (capacity and expertise)-Performance evaluation
-Work allocation-Hiring (capacity and expertise)-Performance evaluation
Risk management / governance -Policy compliance -Conflict checking
4
Matter Profiling Decisions
• Which matters• When to do it• Which metadata• Who does it• How to do it
5
Case Study #1: White & Case
• One of the world’s largest law firms– 1,900+ lawyers in 38 offices in 26 countries
practicing in 17+ languages– About 65% of lawyers are outside of the U.S.
• Emphasis on global footprint as competitive advantage– Seamless global integration, and “One Firm”
approach, is a high priority
6
Case Study #1: White & Case
• Strong commitment to Knowledge Management• Chief Knowledge Officer (Oz Benamram)• Knowledge Department includes
– Professional Support (over 30 Professional Support Lawyers globally)
– Library and Research– Information Governance and Records Management– Conflicts and New Business– Knowledge Systems (Intranet, Search)
7
Case Study #1: White & Case
CONFLICT CHECK
PITCH
MATTER RESOLUTIO
N
WORKING PHASE
MATTER OPEN
MATTER ADMINISTRATIVE
CLOSE
PITCHING
PRICING, PROFITABILITY, REPORTING
EXPERTISE, STAFFING
LOCATING MATERIALS
MANAGING RELATIONSHIPS
Matter Phases
Supported Processes
9
Case Study #1: White & Case
AdminClosing
Suggested Enhancements
A process to collect substantive legal lessons learned is implemented for each matter and integrated into the Matter Profile
Matter Workspaces on Connect aggregate information from various data sources into one place to give Attorneys an easy way to locate all of the needed client and matter information when it is relevant to them.
Matter Profiling establishes processes by which lawyers familiar with matters would describe and profile substantially all matters, and update those descriptions and profile values at key points during the matter lifecycle.
Managing Clerk will docket relevant litigation materials and augment information within Connect matter pages as cases progress.
Integrate Marketing pitch information into the Matter lifecycle so that the information gathered during this phase is fed into other systems and exposed for future use.
New Business Intake system modernization including integration with InterAction for client/party information:
Client Numbering Schema: Eliminate silos of information about our clients by developing consistent global procedures that result in a single client number for all representations for any particular client going forward.
Create a single comprehensive global approach for managing final document collections to improve client service, records retention, reduce risk and create a searchable repository of prior work product for knowledge and other purposes.
MatterResolution
Pitch
ConflictCheck
MatterOpening
WorkPhase
CRM
CRM
CRM
CRMFINFIN
PPM
MPSMPS
MPS
CON
CON
CON
DOC
MatterPage
Suggested Enhancements
Suggested Enhancements
Suggested Enhancements
Suggested Enhancements Suggested Enhancements
REC
DMSDMS
DMS
*Optional
10
Case Study #1: White & Case
• New Business Intake Process– Selection of Matter Practice and “Type of Service”– Questions limited to those needed to initiate matter
• LegalKey > Elite > Matter Profiling System (Experience Manager) > Enterprise Search
• “Day 2” (in process)– Currently, Marketing team and, increasingly, PSLs, update
matter information for selected matters– Marketing has a Matter Profiling Team that proactively
updates matter information– In future, we hope to automate “trigger” points and
include workflow to get lawyer input
11
Case Study #1: White & Case
• Closing– On-Line Transaction Closing Questionnaires are
available for each Practice– We have a new centralized Electronic Closing Binder
process, and when a closing binder is received we notify the PSLs, Marketing and specifically the Matter Profiling team so that matter information can be reviewed and updated
13
Why upgrade?
• Create an experience that is more inviting – an experience that encourages the profiling of matters
• Introduce key functionality that will “bring back” lawyers who found it too restrictive
• Offer a step-by-step process (wizard), but also allow users to enter information in a non-linear manner
• Gamify process – Enhance leaderboard functionality and include more progress touchpoints
14
Old MPT
No ability to browse for a
specific matter
Only one Area of Law
per matter
The Matter Profiling Tool
launched January 19, 2012. Since then, 2,577
matters have been profiled
by Reed Smith
attorneys.
15
Old MPT
Matters Profiled in
2012:1479
Matters Profiled in
2013 (YTD): 1098
2013 Projection
with release of MPT 2.0:
2233
Lengthy Entry Form; no sense of
progress
16
TREND - Number of
Matters Profiled:
4Q2012: 325
1Q2013: 442
2Q2013: 487
Projections:
3Q2013: 718
4Q2013: 586
MATTER PROFILING TOOL 2.0
You Are Here! (Step user thru
process)
Most important
question is first
Ability to define multiple AOL
codes for single matter
18
The Differentiator
“ There is no question the
ability to search the information archived in MPT
has helped us win significant new client work and
improve our rankings in key
industry directories
including Legal 500, Chambers
and The American Lawyer. "
~ Dave Egan, Chief Marketing Officer
MATTER PROFILING TOOL 2.0
What does “My
World” look like? Leaderboard
by Practice or Firm
Visual indication of completeness
20
Promotional Efforts
• Emails come from senior person• Direct link to matters ready to be profiled• Inclusion of ranking…
22
Cisco Legal Global Center of Excellence (gCOE)A team within Cisco Legal specializing in providing Legal Services to other Cisco functions and to the Legal colleagues with high efficiency and effectiveness
Launched Nov.1, 2010 as pilot
Structured globally for the “follow the sun” model
60%+ productivity increase YoY, 3 years in a row
Nearly 5000 legal matters handled a quarter (as of October 2013)
FY2013 Q1 FY2013 Q2 FY2013 Q3 FY2013 Q4 FY2014 Q10
50
100
150
200
250
300
350
4.00
4.20
4.40
4.60
4.80
5.00
126 142180
221
308
4.92 4.93 4.93 4.96 4.96
Case Study #3: Cisco Systems
# Negotiators# Matters Per NegotiatorCustomer Sat
26
Portal for Legal
Portals for Non-Legal
Lega
l Matt
er
Case Study #3: Cisco Systems
Selling: in Scope /out of Scope
27
Portal for Legal
Portals for Non-Legal
Lega
l Matt
erCase Study #3: Cisco Systems
Selling: in Scope /out of Scope
28
Portal for Legal
Portals for Non-Legal
Lega
l Matt
er
Case Study #3: Cisco Systems
Staffing: Work Allocation
Specialized Expertise Required?
Specialization based on:(i) request type
(ii) Area of Expertise and/or Layer of Expertise (see next slide)
30
Portal for Legal
Specialized Expertise Required?
Portals for Non-Legal
Lega
l Matt
er
Scheduled/ gCOE owned
Auto-routed
Auto-routed
SME
Manually routed
Yes
No
Case Study #3: Cisco Systems
Staffing: Work Allocation
31
Portal for Legal
Specialized Expertise Required?
Portals for Non-Legal
Lega
l Matt
er
Scheduled/ gCOE owned
Auto-routed
Auto-routed
SME
Manually routed
Yes
No
Case Study #3: Cisco Systems
Service Delivery: Efficiency and Effectiveness
Based on:(i) Process(ii) Knowledge
Management tools (see next slide)
(iii) IT tools
34
Portal for Legal
Specialized Expertise Required?
Portals for Non-Legal
Lega
l Matt
er
Scheduled/ gCOE owned
Auto-routed
Auto-routed
SME
Manually routed
Yes
No
Case Study #3: Cisco Systems
Management: Work Progress
Based on (including but not limited to):(i) Dashboards and
Reports
35
INC000028422656
Customer Name/Legal Support for WebEx Layer 47 – Completed input into Knowledge Management tool (mandatory)
INC000028435692
Customer Name/Legal Support for WebEx Layer 37 - Completed input into Knowledge Management tool (optional)
INC000028464857
Customer Name//renewal/Legal Support for WebEx Layer 2
3 - Handle communication with minor and immaterial modifications to the agreement
INC000028491946
Customer Name//Legal Support for WebEx Layer 4 5 - Sent for Cisco approval and signature
INC000028511946
Customer Name//Terms and Conditions/Legal Support for WebEx case has been created Layer 4
4 - Negotiate agreement – involving addressing requests for material changes
INC000028535382
Customer Name/Legal Support for WebEx case has been created Layer 2
3 - Handle communication with minor and immaterial modifications to the agreement
INC000028554229
Customer Name//Legal Support for WebEx Layer 11 - Determine strategy and agreement for the request
INC000028555199
Customer Name//Settlement Agreement and General Release/Legal Support for WebEx Layer 3 2 - Draft and send out agreement
INC000028568593
Customer Name//Terms and Conditions/Legal Support for WebEx Layer 3 2 - Draft and send out agreement
INC000028617135
Customer Name//Legal Support for WebEx Layer 21 - Determine strategy and agreement for the request
Case Study #3: Cisco Systems
Management: Work Progress
37
Portal for Legal
Specialized Expertise Required?
Portals for Non-Legal
Lega
l Matt
er
Scheduled/ gCOE owned
Auto-routed
Auto-routed
SME
Manually routed
Yes
No
Case Study #3: Cisco Systems
Management: Individual Performance Evaluation
Based on (including but not limited to):
Productivity =# of transactions * complexity
38
Case Study #3: Cisco Systems
Management: Individual Performance Evaluation
Type of Request Q3 FY12 Q4 FY12 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY13 Q1 FY14Channel Other 6 6 6 6 6 6 1.85
Channel Renewal 5 5 5 5 5 5 5Drafting 3 3 3 3 3 3 3
ECLM and VAP 3 2.8 2.8 2.6 2.6 2.5 2.5EOL 5 5
IronPort 4 4 4
IronPort Transaction
Support 4 4 4Misc 1 1 1 1 1 1 1NDA 2 2 2 2 2 2 2
Public Sector 1 1Search 3 3 3 3 3 3 1.85WebEx 4 4 4 4 4 4 4
WebEx Name Change 4 4 4 4 4 4 4
Matter Complexity Matrix
39
FY2012 Q4 FY2013 Q1 FY2013 Q2 FY2013 Q3 FY2013 Q40
100
200
300
400
500
600
700
800
900
Sigma (L)AverageMinimumMax
FY2012 Q4 FY2013 Q1 FY2013 Q2 FY2013 Q3 FY2013 Q40
100
200
300
400
500
600
700
800
900
Case Study #3: Cisco Systems
Management: Individual Performance Evaluation
FY2012 Q4 FY2013 Q1 FY2013 Q2 FY2013 Q3 FY2013 Q40
100
200
300
400
500
600
700
800
900
40
Portal for Legal
Specialized Expertise Required?
Portals for Non-Legal
Lega
l Matt
er
Scheduled/ gCOE owned
Auto-routed
Auto-routed
SME
Manually routed
Yes
No
Case Study #3: Cisco Systems
Marketing and Funding: Business Case and Investment
Based on (including but not limited to):
• Cost per transaction
41
FY2013 Q1 FY2013 Q2 FY2013 Q3 FY2013 Q4 FY2014 Q10
50
100
150
200
250
300
350
Channel Other
Channel Renewal, EOL
Drafting
ECLM and VAP
NDA, IOT
Public Sector, Misc
IronPort, WebEx
Search
WebEx Name Change
Cost Reduction over five quarters: 54%
Marketing and Funding: Business Case and Investment
Case Study #3: Cisco Systems
42
Thank you
• Tom Baldwin – [email protected]• Chris Boyd – [email protected]• Phil Bryce – [email protected]• Tanya Vasilev – [email protected]