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In our latest exclusive Q&A, we speak with Daniela Guarna, Legal Account Executive at Introhive about the evolving role of CRM for law firms and how firms can determine the right technology for their needs. Many firms are taking a more critical approach to their technology investments, ensuring they align with long-term business needs. At the same time, the legal tech landscape is shifting, with new providers entering the market while some established platforms consolidate or sunset. These changes are pushing firms to evaluate the longevity and adaptability of their tech choices.
Q: How has the role of CRM evolved, and why are more law firms reconsidering its necessity in their tech stacks?
Daniela: Traditionally, CRMs for law firms were primarily being used to store client and contact information. Over time they’ve evolved to offer a suite of features that are often presented to firms as a solution to achieve their goal of ‘one firm’ through streamlining operations and having a 360-view of their clients.
With the overwhelming amount of choices causing technology fatigue we see firms choosing to stick with what they have, as it’s easier than going through and evaluating/overhauling what they’re used to. This ultimately forms a ‘good enough’ mindset, rather than taking the time to determine what parts of a solution they need most. It’s worth asking: if your CRM provider shut down tomorrow, how would you adjust? That’s where evaluating the current value of your CRM, and what gaps still exist, can be really eye-opening.
As CRM providers broaden their capabilities to compete across multiple software categories, law firms may find themselves in a position where the spread of feature offerings don’t align as closely with their specific needs as a few more specialized solutions would. This raises a question we hear all too often: Are firms utilizing their CRM effectively, or are they paying for features they don’t use and may not actually need?
Q: What are the key signs that a firm might not actually need a traditional CRM?
Daniela: Not every law firm requires a traditional CRM, particularly if their client engagement or business model doesn’t align with certain functionality a CRM provides. For example, firms that primarily serve long-term, repeat clients and don’t focus heavily on new client acquisition might not require all aspects of a full-feature CRM. Along with this, firms that are not multi-practice and don’t have the opportunity to cross-service their clients. Instead, an ERM that analyzes their existing relationships and delivers insights may be a more suitable option.
Another key consideration is adoption. CRMs demand ongoing data entry and maintenance, which can mean hiring dedicated personnel to enter and keep records up to date, so that attorneys are focused on spending their time on billable activity. This can quickly become a burden, making it increasingly more difficult to be prescriptive with the data. Across all firms, a system with passive data collection has proven to be a more efficient alternative.
Q: What are the biggest misconceptions firms have about CRM, and what alternative solutions should they consider?
Daniela: One of the biggest misconceptions I have seen is the belief that every firm needs a CRM. Over time, there has been a tendency in the industry and pressure to follow trends, which has included integrating CRM into legal processes, sometimes without a clear evaluation of whether it’s the right fit for a firm’s specific needs. But while a CRM for law firms can absolutely provide value, it’s most powerful when aligned with a firm’s specific goals and workflows.
Legal professionals often resist change, but they also fear falling behind. The real value of a CRM for law firms isn’t in having a one-size-fits-all tool; it’s about having a holistic view of client health and strategically investing time.
For firms still exploring their options, it may be more effective to start with focused tools that address specific needs, especially if the broader capabilities of a full CRM aren’t yet fully relevant or realistic to adopt. Ultimately, it’s about choosing solutions that support the firm’s current goals, while laying the groundwork for long-term growth. And as firms continue to evolve, it’s worth asking: at what point does “good enough” stop being enough?
Q: How would a firm operate without a CRM, and what would that future-state look like?
Daniela: From what I hear from firms, many are, in effect, already operating without a true CRM. They may have one in place, but if it’s not being actively used in a meaningful way, it often functions more like a static database than a tool that drives real value. The required upkeep causes a loss of trust in the data. This is where I would encourage firms to first focus on that passive data collection and automated data enrichment before a CRM implementation or transformation.
In a competitive landscape where mergers and acquisitions are common, firms are looking to focus on client retention. Many firms are sitting on massive amounts of data, but don’t know what to make of it. Without the ability to interpret and make application of the data, time can be spent trying to connect the dots. The AI capabilities of modern tools remove the guesswork from data analysis.
The future of law firm technology will center around clean data, minimal manual entry, and insights delivered when and where they’re needed. With advancements in AI, modern tools remove the guesswork from data analysis. Solutions like Introhive leverage passive data collection to deliver actionable intelligence—eliminating the need to dig through data or send firm-wide emails like, ‘Does anyone know so-and-so?’
Q: What factors should firms evaluate when deciding between a CRM, an ERM, or other solutions?
Daniela: Before considering a CRM, firms need to ensure they have clean, well-maintained data. If the foundational data isn’t reliable, feeding it into a CRM won’t yield the desired results. Data quality is essential. It all starts with organizing and maintaining their client data to ensure accurate and reliable information.
Scalability is an important aspect to evaluate – as firms grow, their technology platform needs to be able to scale seamlessly. Privacy and security are critical considerations, given the sensitive nature of legal data. Firms need to ensure that any technology solution they implement prioritizes security and compliance to protect confidential client information. Nobody wants to be the first to implement a solution, but nobody wants to be the last, either.
Customization and the pace of innovation is worth considering. Many CRM providers cater to multiple industries, which means they may not always offer features specifically designed for law firms. Introhive was built with legal professionals in mind, each feature purpose driven and continually evolving as we follow industry trends.
Rather than assuming a CRM is the only path forward, firms might benefit from considering whether complementary or alternative solutions better support their immediate needs while laying the groundwork for long-term CRM success. Choosing the right tools at the right time can streamline operations, uncover valuable insights, and help position the firm for sustainable growth.
Next steps
Book a demo with our team to learn how Introhive helps you save time, eliminate silos, and unlock new opportunities for growth through automated legal contact data management—designed to support the evolving role of CRM for law firms.
