By Marcie Shunk, President & Founder of The Tilt Institute

Competitive intelligence (CI) can take your firm’s business development to the next level. Here, Marcie Borgal Shunk, founder and president of the Tilt Institute, shares the top three reasons why CI matters for law firm sales:

By Pamela Foster, Principal, Pamela Powered Inc., and Co-Chair, Plaintiff Firm SIG

Note from the editor: The following article gives an inside perspective about life in a plaintiff firm, as written by Pamela Foster, co-chair of the LMA Plaintiff Firm Shared Interest Group (SIG). LMA welcomes the diversity of backgrounds of our members — whether they are solo practitioners, work in small firms or in an AmLaw 200 firm, support corporate practices or dedicate their time supporting plaintiff firm. This blog post is intended to paint a picture for LMA Members who are not as familiar with plaintiff firms.

If you studied marketing in college, you know that “Product” is one of the four Ps, the four building blocks of marketing. Yet, in legal marketing, we don’t often think about how we can productize services. After all, the “product” we are marketing is generally thought of as the lawyers themselves, what they have to offer and the sum of their experience. But, as the legal world continues to evolve, there’s a real opportunity for us as marketers to consider how the services a firm offers can be marketed as products — and even identify and execute on defined products that can help differentiate our firms.