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Competitive Intelligence in the Legal Industry - a New Norm Imperative

A talk by Zena Applebaum and Deborah Farone
Thomson Reuters and Outreach and Education Officer, IBA Law Firm Management Committee

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About this talk

Competitive intelligence has come a long way since the concept was first introduced to law firms in the early 90’s.

Many people think competitive intelligence (CI) is just a bunch of data about competitors gathered from the internet. Nothing is further from the truth. Simply put, competitive intelligence is the quintessential input into how you win the competitive race.

Buyers and sellers in the legal industry are changing and changing fast, and many law firms aren’t keeping pace. To develop a winning strategy for the next five years, they need superior intelligence.

CI is information gathered and analysed to identify ways to improve client service and further develop relationships.

As you discover in this practical session with Zena, regardless of your role within the firm, adopting CI skills can make you an indispensable member of the client development team.

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