www almresearchonline com Law Firm Competitive Intelligence The

www. almresearchonline. com Law Firm Competitive Intelligence: The Am Law 200 & Beyond How to use competitive and business intelligence to help your firm develop Copyright ALM, 2006

www. almresearchonline. com § Kathryn Trotter, Reference Librarian, Latham & Watkins § Doug Brown, Content Manager, Gibson, Dunn & Crutcher, LLP § Chuck Lowry, Director of Client Relations, ALM Research § Katherine Daisley, Marketing Manager, ALM Research Copyright ALM, 2006

www. almresearchonline. com § Presentation of case study § Find & Gather competitive intelligence from various sources § Compile data into actionable information § Use data from various sources to create the whole picture § Q&A Copyright ALM, 2006

www. almresearchonline. com Case Study - RFP § World Wide Widget Company § Gather information on WWWC § Gather competitive intelligence on peer/ competitor firms § Compile information § Look at the big picture Copyright ALM, 2006

Searching for Data What to look for and where to search Latham & Watkins operates as a limited liability partnership worldwide with an affiliate in the United Kingdom and Italy, where the practice is conducted through an affiliated multinational partnership ©Copyright 2005 Latham & Watkins. All Rights Reserved.

Kinds of Data: What do you want to know about your competitors? • Financial performance • New lateral partners • Clients • Offices • Practices and matters • Culture • Associates • Technology • Associate Salaries • Brand messages

Information Sources Aggregate Sources Client Representation • ALM Research • SDC Platinum • Lexis. Nexis Market Intelligence • Bloomberg BLAW • Liv. Edgar Thomson Firm 360 • Courtlink/Court Express • Daily Deal • Venturesource • Thomson Financial • Merger Market •

Information Sources Rankings • Am Law Corporate Scorecard • Am Law 100 • Am Law 200 • Am Law A-List • Am Law Mid-Level Associates Survey • Vault Best 20 Law Firms for Diversity • Vault Practice Area and Regional Rankings • Vault Partner Prestige Rankings • Bloomberg Legal Advisor Rankings • Am Law Global 100 • Vault Top 100 Law Firms • National Law Journal 250 • Vault Top 100 Law Firm Survey Corporate Research Report • Minority Law Journal Diversity Scorecard • Minority Law Journal The Chart • New York Lawyer Summer Associate Survey • Vault Law Associate Survey Database • Vault Best 20 Law Firms to Work For

Information Sources Additional Sources • • Law firm websites Current and old organizational charts Biographical/public records databases, including Accurint Online discussion groups, job postings, and resume Archives of news releases Business publications Litigation dockets NALP – Directory of Legal Employers (www. nalpdirectory. com)

Law Firm Competitive Intelligence Prelude to a Pitch § Research the target: • Recent litigation; counsel of record; recent deals; counsel of record; Who Knows Who; Recent press releases; SEC filings; ALM; Courtlink(Lexis); Court. Express(West); Hoovers (D&B); Mergermarket; Dealscope § Requests for Proposal: • Beauty contests are where ALM Research is most efficacious: • Total versus trend: § diversity [national origin, gender] § technology • Practice versus practice • Lateral versus home grown experience; office staffing

Law Firm Competitive Intelligence Prelude to a Pitch § Standard Pitch § Previous deals they have done (work of similar nature) § Previous work for client § Who knows Whom § Bottom Line § If you don’t tell them about their business, someone else will. § If you aren’t familiar with their structure, you can’t identify savings.

www. almresearchonline. com ALM Research Online Aggregated Search Options Individual law firm reports and surveys Article Search and Web Spider Copyright ALM, 2006

www. almresearchonline. com Article Search and Web Spider Copyright ALM, 2006

www. almresearchonline. com Summary § Collect your data from various sources • Online, print, in-house • Current and past information • People, news, data § Compile the data into actionable information • Analyze • Compare • Trends § Regroup and look at the whole picture • Pull everything together Copyright ALM, 2006

www. almresearchonline. com Q&A Copyright ALM, 2006

www. almresearchonline. com Additional Competitive Intelligence Sources § ALM Research Database : www. almresearchonline. com § City Business Journals: www. bizjournals. com § ALM Research Blog: http: //almresearchonline. type pad. com/almresearchblog/ § Martindale-Hubbell: www. martindale. com § Legal Marketing Association: www. legalmarketing. org § Society of Competitive Intelligence Professionals: www. scip. org § Fuld Academy of Competitive Intelligence: www. academyci. com § Professional Marketing Forum North America: www. pmaforumna. org § Competitive Intelligence – A selective resource guide by Donna Cavallini and Sabrina Pacifici: http: //www. llrx. com/feature s/ciguide. htm § Institute for Strategy and Competitiveness (Harvard Business School): www. isc. hbs. edu Copyright ALM, 2006

www. almresearchonline. com Contact Information Kathryn Trotter Research Librarian Latham & Watkins Kathryn. trotter@lw. com Douglas Brown Content Manager Gibson, Dunn & Crutcher, LLP dbrown@gibsondunn. com Chuck Lowry Director of Client Relations ALM Research clowry@alm. com Kate Daisley Marketing Manager ALM Research kdaisley@alm. com Copyright ALM, 2006