Case Study: Greenberg Glusker Fields Claman & Machtinger strengthens strategic business development and maps 100,000+ relationships with Thomson Reuters Elite ContactNet

Leveraging Relationship Technology for Strategic Business Development

Greenberg Glusker Fields Claman & Machtinger LLP, a Los Angeles full‑service law firm specializing in entertainment and real estate, faced the challenge of systematically mining and leveraging its external relationships to grow business in a difficult economy. With a three‑person marketing team, the firm needed to know which lawyers held relationships and how strong those ties were, so it launched an enterprise relationship‑management initiative alongside a CRM relaunch.

The firm implemented Thomson Reuters Elite’s ContactNet to map the firm’s external network, analyze email traffic and score relationship strength, and integrated it into business‑development planning to identify the best internal introducers and support lateral integration and thought leadership. As a result, ContactNet uncovered connections to more than 100,000 contacts and 8,500 companies, enabling more strategic, intentional business development and faster access to the firm’s most valuable asset—its relationships.

Greenberg Glusker Fields Claman & Machtinger

Jonathan Fitzgerrald

Director of Marketing