It started this Tuesday Legal Management Forum 2022, the reference event in the legal industry. under the title wave surfing (surfing the wave), lawyers from the nation’s leading law firms, and other legal communications and legal marketing experts discussed the challenges they face in an increasingly uncertain world. And this is in order to predict the changes and trends that are occurring.
With a staff of legal and communications experts, this year’s edition kicked off with three tour sessions around 17:00 at the Banco Santander headquarters on Juan Ignacio Luca de Tena street in Madrid. In the first, participants “price strategy or pricing” to accurately define how they should bill their services. a question you answered Borja Pascual, pricing manager de Cuatrecasas, moderated by Emilio MartinezHe is the COO of Cuatrecasas and chairman of the business law Think Tank Inkietos.
As Pascual points out, an appropriate pricing strategy can make the difference between getting enough customers or not. The company it belongs to has developed its own tools for this. Through large amounts of data, it takes into account factors such as type of operation, jurisdiction, wages or job margins. Considering all these elements allowed him to create optimized offers for each topic. ” pricing investigates the efficiency, profitability and position of the firm. Analyze the past to gain future benefits,” he explained.
The role of communication and persuasive writing to generate sales was one of the backbones of this Tuesday’s session, which brought together business law, marketing, communications and business development professionals. Moderated by journalist carlos garcia leonManaging partner of Legal Reputation communications agency and vice president of Inkietos, addressed this issue Virgin Tomasena, CEO of Fluo Agency & Copywriting School. As he explains, copywriting It has established itself as a key element in the marketing and sales strategy of law firms, as it offers the opportunity to better connect with their clients and clients. stakeholders (interest groups), differentiate from the competition or increase revenue.
But we come from an age in the legal industry where we write for ourselves and forget who we are writing for. They are distant, predictable texts that show no significant differentiation,” said Tomasena. But the texts “must make eye contact with the person we want to connect with.” To do this, he chose to develop persuasive writing in the firms’ strategy that, with the right words, persuades the reader to take the action the company is seeking.
In addition, issues such as contract automation, efficient use of common documents or the distribution of delegated tasks among team members were examined in another session to make the best use of lawyers’ working time. under the flag Beatriz Perez-OllerosThey exchanged views with LA LEY’s Director of Marketing and Market Solutions. Alexander Sanchez del CampoInnovation and LegalTech Consultant at LA LEY and Noemi BritoHead of Digital Legal and Legal Transactions and Transformation Services at KPMG Abogados.
As Pérez-Olleros says, “legal entities that make the most of technology outperform those that don’t.” A few words wrap up by Brito, who adds that managed legal services “have a very interesting field of action and is definitely on the rise.” As Sánchez del Campo points out, it’s not surprising that the legal profession is “redefining work dynamics: the trend is to hire and hope the person doesn’t come into the office.”
Organized and honored by LA LEY and Inkietos King Felipe VIThe Legal Administration Forum will culminate in a plenary session this Wednesday in the Mutua Madrileña auditorium. deal with phenomena such as virtual lawyer (virtual legal practice), the effects of the metaverse in law firms and corporate legal consultancies, the development of ALSPs (alternative legal service providers) or the sustainability of law firms. Companies such as Garrigues, Cuatrecasas, Uría Menéndez, Pérez-Llorca, Gómez-Acebo & Pombo, Ontier, RocaJunyent, CCS Abogados, Ejaso, Linklaters, Auren are taking part in the event, whose main sponsorship is Banco Santander and Mutua Madrileña. , DLA Piper, Eversheds Sutherland, KPMG or Squire Patton Boggs.
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