Definition of “Matter Profiling”

1. Matter ProfilingILTA WebinarNovember 21, 2013Tom Baldwin, Chief Knowledge Officer, Reed SmithPhil Bryce, Knowledge Resources Counsel, White & CaseTanya Vasilev, Senior Legal Manager, Cisco SystemsModerated by Chris Boyd, Senior Director of Professional Services, Wilson Sonsini Goodrich & Rosati

2. Definition of “Matter Profiling” • Recording information about each case, deal or other matter handled by the department or firm • Tying this information to other knowledge assets, e.g. matter financials, work product, time entries, etc. • Making all of this searchable to enable defined use cases (scenarios)

3. Reasons to Profile Matters

4. Matter Profiling Decisions • Which matters • When to do it • Which metadata • Who does it • How to do it

5. Case Study #1: White & Case • One of the world’s largest law firms • 1,900+ lawyers in 38 offices in 26 countries practicing in 17+ languages • About 65% of lawyers are outside of the U.S. • Emphasis on global footprint as competitive advantage • Seamless global integration, and “One Firm” approach, is a high priority

6. Case Study #1: White & Case • Strong commitment to Knowledge Management • Chief Knowledge Officer (Oz Benamram) • Knowledge Department includes • Professional Support (over 30 Professional Support Lawyers globally) • Library and Research • Information Governance and Records Management • Conflicts and New Business • Knowledge Systems (Intranet, Search)

7. Case Study #1: White & Case Matter Phases Conflict Check Matter Administrative Close Pitch Matter Open Working Phase Matter Resolution Supported Processes PITCHING PRICING, PROFITABILITY, REPORTING EXPERTISE, STAFFING LOCATING MATERIALS MANAGING RELATIONSHIPS

8. Case Study #1: White & Case

9. Case Study #1: White & Case

10. Case Study #1: White & Case • New Business Intake Process • Selection of Matter Practice and “Type of Service” • Questions limited to those needed to initiate matter • LegalKey > Elite > Matter Profiling System (Experience Manager) > Enterprise Search • “Day 2” (in process) • Currently, Marketing team and, increasingly, PSLs, update matter information for selected matters • Marketing has a Matter Profiling Team that proactively updates matter information • In future, we hope to automate “trigger” points and include workflow to get lawyer input

11. Case Study #1: White & Case • Closing • On-Line Transaction Closing Questionnaires are available for each Practice • We have a new centralized Electronic Closing Binder process, and when a closing binder is received we notify the PSLs, Marketing and specifically the Matter Profiling team so that matter information can be reviewed and updated

12. Case Study #2: Reed Smith • Background on the firm • Business reasons for matter profiling

13. Why upgrade? • Create an experience that is more inviting – an experience that encourages the profiling of matters • Introduce key functionality that will “bring back” lawyers who found it too restrictive • Offer a step-by-step process (wizard), but also allow users to enter information in a non-linear manner • Gamify process – Enhance leaderboard functionality and include more progress touchpoints

14. Old MPT No ability to browse for a specific matter The Matter Profiling Tool launched January 19, 2012. Since then, 2,577 matters have been profiled by Reed Smith attorneys. Only one Area of Law per matter

15. Old MPT Matters Profiled in 2012: 1479 Matters Profiled in 2013 (YTD): 1098 2013 Projection with release of MPT 2.0: 2233 Lengthy Entry Form; no sense of progress

16. Matter Profiling Tool 2.0 You Are Here! (Step user thru process) TREND - Number of Matters Profiled: 4Q2012: 325 1Q2013: 442 2Q2013: 487 Projections: 3Q2013: 718 4Q2013: 586 Most important question is first Ability to define multiple AOL codes for single matter

17. Matter Profiling Tool 2.0 Are we there yet? Prominent display of most encouraged functions

18. Matter Profiling Tool 2.0 Visual indication of completeness What does “My World” look like? The Differentiator “ There is no question the ability to search the information archived in MPT has helped us win significant new client work and improve our rankings in key industry directories including Legal 500, Chambers and The American Lawyer. " ~ Dave Egan, Chief Marketing Officer Leaderboard by Practice or Firm

19. Promotional Efforts Promote top profiles and top PGs on our intranet

20. Promotional Efforts • Emails come from senior person • Direct link to matters ready to be profiled • Inclusion of ranking…

21. Results

22. Case Study #3: Cisco Systems • Cisco Legal Global Center of Excellence (gCOE) • A team within Cisco Legal specializing in providing Legal Services to other Cisco functions and to the Legal colleagues with high efficiency and effectiveness • Launched Nov.1, 2010 as pilot • Structured globally for the “follow the sun” model • 60%+ productivity increase YoY, 3 years in a row • Nearly 5000 legal matters handled a quarter (as of October 2013) Customer Sat # Matters Per Negotiator # Negotiators

23. Case Study #3: Cisco Systems Legal Matter

24. Case Study #3: Cisco Systems Selling: in Scope /out of Scope Legal Matter

25. Case Study #3: Cisco Systems Selling: in Scope /out of Scope Legal Matter Ad Hoc

26. Case Study #3: Cisco Systems Selling: in Scope /out of Scope Legal Matter Portals for Non-Legal Portal for Legal

27. Case Study #3: Cisco Systems Selling: in Scope /out of Scope Legal Matter Portals for Non-Legal Portal for Legal

28. Case Study #3: Cisco Systems Staffing: Work Allocation Legal Matter Portals for Non-Legal Specialization based on: request type Area of Expertise and/or Layer of Expertise (see next slide) Portal for Legal Specialized Expertise Required?

29. Case Study #3: Cisco Systems Staffing: Work Allocation

30. Case Study #3: Cisco Systems Staffing: Work Allocation Legal Matter Manually routed Portals for Non-Legal Auto-routed SME Yes Portal for Legal Specialized Expertise Required? No Scheduled/ gCOEowned Auto-routed

31. Case Study #3: Cisco Systems Service Delivery: Efficiency and Effectiveness Legal Matter Manually routed • Based on: • Process • Knowledge Management tools (see next slide) • IT tools Portals for Non-Legal Auto-routed SME Yes Portal for Legal Specialized Expertise Required? No Scheduled/ gCOEowned Auto-routed

32. Case Study #3: Cisco Systems Service Delivery: Efficiency and Effectiveness

33. Case Study #3: Cisco Systems Service Delivery: Efficiency and Effectiveness

34. Case Study #3: Cisco Systems Management: Work Progress Legal Matter Manually routed Based on (including but not limited to): Dashboards and Reports Portals for Non-Legal Auto-routed SME Yes Portal for Legal Specialized Expertise Required? No Scheduled/ gCOEowned Auto-routed

35. Case Study #3: Cisco Systems Management: Work Progress

36. Case Study #3: Cisco Systems Management: Work Progress

37. Case Study #3: Cisco Systems Management: Individual Performance Evaluation Legal Matter Manually routed • Based on (including but not limited to): • Productivity = • # of transactions * complexity Portals for Non-Legal Auto-routed SME Yes Portal for Legal Specialized Expertise Required? No Scheduled/ gCOEowned Auto-routed

38. Case Study #3: Cisco Systems Management: Individual Performance Evaluation Matter Complexity Matrix

39. Case Study #3: Cisco Systems Management: Individual Performance Evaluation

40. Case Study #3: Cisco Systems Marketing and Funding: Business Case and Investment Legal Matter Manually routed • Based on (including but not limited to): • Cost per transaction Portals for Non-Legal Auto-routed SME Yes Portal for Legal Specialized Expertise Required? No Scheduled/ gCOEowned Auto-routed

41. Case Study #3: Cisco Systems Marketing and Funding: Business Case and Investment

42. Thank you • Tom Baldwin – tbaldwin@reedsmith.com • Chris Boyd – cboyd@wsgr.com • Phil Bryce – pbryce@whitecase.com • Tanya Vasilev– tvasilev@cisco.com