As a team who has spent countless hours in-house at a law firm, manually managing the intricate dance between execution and recognition, we understand the frustrations that both lawyers and marketing teams face. The relentless pace of execution, the constant flow of deadlines, and the never-ending reminder emails from marketing teams chasing details for submissions—it’s a cycle we’ve all endured.  

We have seen firsthand how lawyers, consumed with executing deals and managing matters, struggle to prioritize marketing requests. On the other hand, we have seen marketing teams tirelessly share fresh forms with lawyers, asking for the same information in different formats for every new submission. It’s not that lawyers don’t care; they simply don’t have the bandwidth to wade through empty forms while juggling their practice.  

Here’s the catch: an empty form is a mental roadblock. It feels like starting from scratch, and often, it’s easier to set it aside for “later” (which we all know rarely comes). But imagine the difference a partially filled form could make. A form pre-populated with past data triggers immediate recognition: “Oh, we closed that deal last quarter!” or “Wait, that major matter from last year isn’t here—how could I forget?” Suddenly, instead of being a task to fill, the form becomes a guide—a checklist that taps into a lawyer’s instinct to close gaps.