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Competitive intelligence (CI) involves researching, gathering and distributing information related to a client, prospect, product or competitor in order to aid decision-makers in strategic planning. In a law firm setting, this often translates to client intelligence, or analyzing information about prospective or current clients for business development and cross-selling purposes. Today, many larger firms have a CI professional as part of their legal marketing or law library team. However, hiring a dedicated CI professional may exceed the budget for small and mid-size firms. Small firm marketers can get the value of a CI program without major costs through DIY CI, using free- and low-cost tools to provide business development research to their firm. In this four-part series, we will discuss the ways in which marketers can incorporate CI practices into their business development workflow without incurring major costs.

You’ve heard of this concept of the inverted-u curve, right? It’s fairly straightforward. In the beginning, you have nothing or very little. As you increase the resources you begin to become more effective. Eventually, as you add more resources you’ll actually reach maximum potential. In the attempt to go even higher, you keep