CRM has traditionally been thought of as a tool, a piece of software, or even a glorified Rolodex. But if you look at how marketing technology has evolved over the years, it’s not just a CRM anymore. We now have websites, experience and proposal platforms, ERM systems, e-marketing platforms and various other tools that integrate with each other and help professional service firms with marketing, business development and recruiting strategies and tactics.

One of the biggest changes has been the idea of letting lawyers be lawyers and not have them spend billable hours entering data. Firms are coming up with new ways to decrease the number of billable hours spent entering data into the CRM system and increasing the time spent developing businesses.

Your CRM can help you do this but rather than thinking of CRM as an end-all-be-all to relationship management, you have to rethink your approach to CRM and how CRM can weave into your strategy of managing client relationships with the other tools you have

If you can think of different ways that these tools can help your organization with business development and client relationships, then you have to also rethink CRM not as an individual tool, but as a strategy. In this video, Chris Fritsch, the Founder of CLIENTSFirst Consulting, explains how.