Development: Insights from the London InterAction User Forum
Development: Insights from the London InterAction User Forum
In March 2025, the London LexisNexis® InterAction® User Forum posed a critical question to its members: "Is there a lack of CRM discipline in Business Development? If so, why?" Respondents provided their insights, and the results shed light on the multifaceted challenges faced by organisations in integrating Customer Relationship Management (CRM) effectively within their Business Development (BD) strategies.
Key Findings
- Lack of Understanding of CRM Technology and Training
The most significant barrier identified was a lack of understanding and training regarding CRM technology. This highlights the need for comprehensive training programs to ensure that BD teams are well-versed in using CRM tools effectively.
- Lack of Strategy Alignment
Equally critical is the alignment of CRM strategies with overall business goals. Without a clear strategy, CRM initiatives can become disjointed and fail to deliver the desired outcomes.
- Inconsistent Processes
Inconsistencies in CRM processes can lead to confusion and inefficiencies. Standardising processes across the organisation is essential for maintaining discipline and ensuring that CRM efforts are cohesive.
- CRM Not Prioritised
When CRM is not prioritised within the organisation, it can lead to a lack of focus and resources dedicated to its implementation and maintenance. This underscores the importance of recognising CRM as a vital component of BD.
- Lack of Outputs/Reporting
Effective CRM relies on robust reporting and outputs to track progress and inform decision-making. A lack of these elements can hinder the ability to measure success and make necessary adjustments.
- Resistance to Using CRM Technology
Resistance to adopting CRM technology is another significant challenge. This resistance can stem from a fear of change or a lack of perceived value in the technology.
- Lack of Relevance/Support
CRM systems must be relevant to the specific needs of the BD team and supported by leadership. Without this relevance and support, CRM initiatives may struggle to gain traction.
- Lack of Collaboration Between CRM & BD Teams
Collaboration between CRM and BD teams is crucial for success. A lack of collaboration can lead to siloed efforts and missed opportunities for synergy.
- Fear of the Unknown
Fear of the unknown can prevent teams from fully embracing CRM technology. Addressing these fears through education and support can help mitigate this barrier.
- General CRM Apathy in BD & General BD Apathy in CRM
Apathy towards CRM within BD teams, and vice versa, can significantly impact the effectiveness of CRM initiatives. Cultivating a culture that values CRM is essential for overcoming this apathy.
The Role of CRM and Business Development
CRM and Business Development together have a crucial role to play in the success of any organisation. Everyone needs to contribute by updating and capturing information, tasks, and opportunities. If even one person fails to do so, the entire process and resulting intelligence become unreliable.
Chasing down opportunities is essential to inform decisions and course-correct as needed. Building out client intelligence reports supports partners and leaders by providing them with the insights they need to make informed decisions. The data captured now builds a long-term picture of the relationship with clients, which is invaluable for future planning.
The Importance of Data Collection
The data collected over time can reveal vital trends that the firm can use to make decisions on where and how to invest. With the introduction of AI into how firms operate, the capture of CRM data becomes even more critical. This data informs AI on how lawyers engage with clients and contributes to the insights interpreted by AI, enhancing the firm's ability to serve its clients effectively.
Conclusion
The responses from the InterAction User Forum highlight the complex and varied reasons behind the lack of CRM discipline in Business Development. Addressing these challenges requires a multifaceted approach, including persona based training, strategic alignment, process standardisation, and fostering a culture that values CRM. By tackling these issues head-on and recognising the integral role of CRM and BD working together, organisations can enhance their CRM efforts and drive more effective business development outcomes.
Client Advisor, InterAction+
Philip joined LexisNexis InterAction as a Client Advisor in February 2023. His career includes roles at prominent firms such as Mayer Brown, Simmons & Simmons, and the offshore professional services organisation Mourant. He is based in the UK and works with international and regional law firms as well as other professional services organisations in the UK, France, and Belgium.
Client Advisor, LexisNexis InterAction
Fiona Jackson has spent over 15 years implementing and working with InterAction in professional services firms, including legal and accountancy. In these in-house roles, supported by InterAction, she managed marketing communications, devised and implemented business development strategies as well as trained and mentored fee earners. She worked closely with internal clients to understand their business processes end-to end and guided them in utilising the 'intelligence' gathered via InterAction to help them be successful at customer relationship management.
Fiona was previously a Client Advisor for five years at LexisNexis Enterprise Solutions; and was often described as "an extension to our business" by her clients. She has now returned to the company to drive an InterAction ‘repositioning’ project for a large London law firm. Fiona is also working with other firms to help them align CRM to wider business development strategies. She specialises in strategic and tactical CRM best practice, and as an expert in devising user adoption strategies, her experience in rolling out and repositioning InterAction as a business tool is proving invaluable to clients. Fiona is mother to two teenagers, who keep her firmly on her toes. Living in Hertfordshire, she loves walking, is often found obsessing over the latest box set and enjoys all that country pubs have to offer. She also has a spectacular Gin collection of her own. Recently, Fiona has discovered a love for cooking – the varying degrees of success hasn’t stopped her from continuing to giving it a go!