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

2. www.almresearchonline.com Copyright ALM, 2006  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

3. www.almresearchonline.com Copyright ALM, 2006  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

4. www.almresearchonline.com Copyright ALM, 2006 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

5. 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. Searching for Data What to look for and where to search

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

7. Information Sources Aggregate Sources ALM Research LexisNexis Market Intelligence Thomson Firm360 Client Representation SDC Platinum Bloomberg BLAW LivEdgar Courtlink/Court Express Daily Deal Venturesource Thomson Financial Merger Market

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

9. Information 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) Additional Sources

10. Law Firm Competitive Intelligence  Research the target: Recent litigation; counsel of record; recent deals; counsel of record; Who Knows Who; Recent press releases; SEC filings; ALM; Courtlink(Lexis); CourtExpress(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 Prelude to a Pitch

11. Law Firm Competitive Intelligence  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. Prelude to a Pitch

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

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

14. www.almresearchonline.com Copyright ALM, 2006 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

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

16. www.almresearchonline.com Copyright ALM, 2006 Additional Competitive Intelligence Sources  ALM Research Database : www.almresearchonline.com  ALM Research Blog: http://almresearchonline.type pad.com/almresearchblog/  Legal Marketing Association: www.legalmarketing.org  Society of Competitive Intelligence Professionals: www.scip.org  Fuld Academy of Competitive Intelligence: www.academyci.com  Institute for Strategy and Competitiveness (Harvard Business School): www.isc.hbs.edu  City Business Journals: www.bizjournals.com  Martindale-Hubbell: www.martindale.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

17. www.almresearchonline.com Copyright ALM, 2006 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