The term ‘benchmarking’ gets been tossed around a lot about this time of the year as firms develop their 2011 budgets. What does it mean to your firm? To most it is the process in which firms compare cost, hours recorded or the quantity of work against another firm of similar demographics or size. The gauge is somewhat the same across the board; people use surveys from providers such as Redwood Analytics or Altman & Weil to see where they rank, but how the information is used is another story.
There are two categories of benchmarking, internal and external. Internal benchmarking is more of an individual thing. This is usually based on the use of business intelligence within the firm. Individuals, departments and offices can view their ranking in productivity, performance to budget, value to their clients, and other criteria. Many times this analysis drive best practices as a result of fixing poor performing segments.
External benchmarking compares the firm to other firms to find out where they rank by revenue, profit, diversity, pro-bono work or other metrics. Tools such as benchmarking surveys – Lexis Firm Insight 3.0 compiles some of this information on a quarterly basis – are a great way for firms to see where they rank on a more competitive basis, on a group and individual level.
Some of the most useful information is how a firm ranks the profitability of areas of law and even clients. Understanding what to measure and how to measure the “measurables” (if that makes sense), are the most important parts of the process.
Below are a couple of tools firms a firm can use internally to utilize the valuable information already stored in their time and billing software. These tools can help measure and apply the benchmarking information:
Business Intelligence
I’ll start out by saying not all time and billing software systems come equipped with Business Intelligence, but, for the most part, the mid to up-scale systems provide this module.
The three major components of Business Intelligence software are: data warehouse, user interface for selecting criteria and the presentation layer. Separate from the time and billing system, the data warehouse is a database designed specifically to provider fast analysis of granular data cube-type information about clients, attorneys, billings, cash receipts and expenses. Business Intelligence software allows firms to equip attorneys and other business managers, to gauge and proactively review information from the existing financial system data. This information is pushed to the end user, in a practical format where they can see it easily and compare the stats to others. This is where dashboards come in.
Dashboards
Dashboards aid in internal financial benchmarking by providing information in a pleasant and intuitive format. The data warehouse can pull up granular information in seconds. Although it’s nice to have information such as profitability and billable hours quickly, in report format sometimes it’s just not convenient to look at. A dashboard provides the end user with an “at a glance” type gauge to see the financial metrics. If the firm provided attorneys with volumes of paper reports, the reports would have little impact, we all know this. When the firm provides attorneys with dashboards that are simple to read, easy to analyze and fast preforming, they will get used and attorneys will be in a much better position to support business decisions and strategic development, and this is only internal use.
I’ll visit external benchmarking at a later date.