Transform Your Professional Services Organization With a Tech-Enabled Digital Business Strategy
A digital business strategy exemplar for legal services.
- You need a digital business strategy to stay competitive in a rapidly evolving technology landscape. Without one, you risk becoming obsolete.
- You recognize that business models are changing, and you need to develop tools and services as the line between being a technology company and a professional service provider continues to blur.
- You need to meet customer expectations around service delivery by adopting new technologies to improve the speed and quality of service delivery while also laying the foundation for future innovation.
Our Advice
Critical Insight
Combine the latest trends with a customized business reference architecture to identify priority value streams, value chains, and journey maps. Develop a digital business strategy to transition into a tech-enabled firm of the future and stay competitive in a period of rapid change.
Impact and Result
- Conduct interviews with key stakeholders, analyze the ecosystem, and identify value streams before breaking down activities into priority value chains.
- Review macro trends in the industry and identify priority opportunities that align with your organizational value streams and industry trends.
- Break down specific value chains into detailed customer journey maps and identify specific experiences that can be transformed through digital transformation.
- Create a digital roadmap for your firm and start working on an actionable plan.
Upcoming
Industry Roundtable
Thursday, May 08, 2025
04:00 PM EDT
Transform Your Professional Services Organization With a Tech-Enabled Strategy
Register NowTransform Your Professional Services Organization With a Tech-Enabled Digital Business Strategy
A digital business strategy exemplar for legal services.
Analyst perspective
Learn from a digital business strategy exemplar.
forms offer a means to radically reinvent legal service delivery. Firms that learn to integrate trend insights and foundational reference architectures in the conception of strategy will have a competitive advantage.
In this current era of change, adaptability and calculated experimentation drive success. Info-Tech’s actionable frameworks empower legal teams with the clarity and confidence to adopt innovative practices – without losing sight of the unique knowledge and personal counsel that remain at the heart of legal services. This report is an exemplar that takes conceptual strategy building and illustrates its practical implementation. Step by step, it demonstrates how a firm can harness Info-Tech’s tools and research to create modern offerings that strike a balance between human expertise and digital service delivery.
Through this exemplar, discover how a combination of structured strategy and forward-thinking experimentation can position your firm to seize new digital opportunities and deliver differentiated services and outcomes.
Justin St-Maurice, PhD
Principal Research Director
Professional Services Industry
Info-Tech Research Group
Executive summary
Your ChallengeYou need a digital business strategy to stay competitive in a rapidly evolving technology landscape. Without one, you risk becoming obsolete. You recognize that business models are changing, and you need to develop tools and services as the line between being a technology company and a professional service provider continues to blur. You need to meet customer expectations around service delivery by adopting new technologies to improve the speed and quality of service delivery, while also laying the foundation for future innovation. |
Common ObstaclesYou struggle to convert industry trends into actionable opportunities that align with your firm’s niche and positioning. You are unclear on how to leverage reference architectures for your business and are unable to convert your enterprise architecture into strategic initiatives. You have trouble identifying low-effort, high-value opportunities to digitize and enhance the customer experience. |
Info-Tech’s ApproachConduct interviews with key stakeholders, analyze the ecosystem, and identify value streams before breaking down activities into priority value chains. Review macro trends in the industry and identify priority opportunities that align with your organizational value streams and industry trends. Break down specific value chains into detailed customer journey maps and identify specific experiences that can be transformed through digital transformation. Create a digital roadmap for your firm and start working on an actionable plan. |
Info-Tech Insight
Combine the latest trends with a customized business reference architecture to identify priority value streams, value chains, and journey maps. Develop a digital business strategy to transition into a tech-enabled firm of the future and stay competitive in a period of rapid change.
Become a tech-enabled professional services firm
The nature of professional services is changing.
Artificial intelligence will require professionals to further emphasize high-value, strategic work. Combining low-cost self-service options with high-value professional advice will involve managing a spectrum of service levels and business models to be profitable and competitive.
The overlap between a traditional professional services firm and technology providers will continue to grow. As technology becomes increasingly central to service delivery, professional services firms will evolve into hybrid organizations that blend professional expertise with advanced technological capabilities.
Trend Report
THE EVOLUTION OF PROFESSIONAL SERVICES
Understand the future of professional services and see how change management, process optimization, innovation governance, and new product delivery are impacting its evolution.
Develop a digital business strategy
Take your professional services firm into the future.
- Enhance Customer Experience and Engagement. A digital business strategy enables seamless omnichannel interactions and caters to modern customer preferences. Personalization and AI-driven experiences improve customer satisfaction and loyalty by delivering relevant content and services in a timely, affordable manner.
- Optimize Operational Efficiency. Automation, cloud computing, and AI-driven tools can streamline processes and reduce manual effort and errors. Scale operations efficiently and minimize overhead costs while improving productivity and service delivery.
- Strengthen Competitive Advantage and Market Position. Digital tools enable differentiated experiences and capabilities. The ability to create and adopt new tools allows for agile adaptation and will help you outpace competitors who have not started a digital transformation.
- Facilitate Innovation and Business Growth. A strong digital strategy encourages experimentation with new business models, services, and revenue streams. By integrating emerging technologies, companies can unlock new opportunities and expand into untapped markets.
Learn from a digital business strategy exemplar
Exemplars are different than case studies.
Use this exemplar to:
- Understand this blueprint’s “how to” instructions in the context of professional services. Unlike a case study, which examines a single company’s experience, an exemplar showcases a structured approach that any firm can follow to systematically build a digital services strategy for professional services.
- Inspire strategic thinking over passive analysis. A case study is often retrospective, focusing on what happened and why, whereas an exemplar is prospective and helps firms actively shape their strategy based on structured insights and systematic frameworks.
- Discover new opportunities through conceptual exploration. While a case study focuses on specific past decisions and their outcomes, an exemplar highlights broader strategic options, emerging trends, and innovation pathways. By framing conceptual findings, an exemplar allows firms to identify untapped market potential, experiment with different service models, and refine their approach to digital business transformation.
Leverage Info-Tech research to build a digital strategy roadmap
Leverage trends and reference architectures to build a digital business strategy.
Exemplar: MacDonald & Associates LLP
A successful legal firm ready for a digital transformation.
MacDonald & Associates LLP is a mid-sized corporate law firm specializing in mergers & acquisitions (M&A), regulatory compliance, and contract negotiations for Fortune 500 and high-growth companies.
Despite its success, the firm faces growing pressure from alternative legal service providers (ALSPs) and AI-driven contract automation platforms, which are undercutting traditional billable hour models. While clients appreciate the firm's strategic counsel, they increasingly expect faster turnarounds and cost-effective solutions for routine legal work.
To maintain its competitive edge, MacDonald & Associates is considering a digital transformation – integrating AI-powered contract analysis, automated due diligence, and predictive legal analytics into its service offerings. A successful AI-driven transformation could position the firm as a tech-enabled legal powerhouse ready for acquisition by a larger firm.
ChatGPT Prompt (February 2025): Draw me a picture of a law firm, "MacDonald and Associates LLP.”
Digital Business Strategy
Final Report
Prepared by: Justin St-Maurice, CIO
Foreword
Brenda MacDonald
Founding Partner
MacDonald & Associates LLP
ChatGPT Prompt (February 2025): Draw me a Brenda MacDonald, founding partner of "MacDonald and Associates LLP.”
The Future of MacDonald & Associates
For nearly three decades, our firm has led the way in delivering sophisticated legal solutions to clients across industries. Now, as we embark on our next chapter, we must embrace cutting-edge innovation at the very heart of our service delivery. Our digital strategy harnesses the power of AI and data analytics to enhance every aspect of our work – from the earliest document assessments to the creation of subscription-based legal platforms that bring greater flexibility and value to our clients. We are ushering in a new era of online dispute resolution, real-time outcome forecasting, and automated matter triage, all of which position us to meet evolving client expectations and maintain our competitive edge.
This document offers a roadmap of high-priority initiatives that blend vision with pragmatism, ensuring our investments in technology truly accelerate better outcomes for both our clients and our firm. Whether by automating core processes or productizing internal tools for broader market adoption, our commitment is to deepen client trust and free up our experts to focus on high-value advisory work. Together, these initiatives enable us to deliver exceptional quality, responsiveness, and insight – hallmarks of our brand that will guide us confidently into the future.
Digital Strategy: 2025-2030
Success measures
The 2025-2030 digital strategy establishes MacDonald & Associates’ goals, activities, and specific targets.
Digital Goals |
Govern Core Systems and Processes |
Offer Unique Legal Products |
Develop Innovative Legal Solutions |
Success Measures |
Increased Profitability: Reduce overhead by 15% through automated workflows and integrated systems, enabling more matters to be handled by existing staff. Accelerated Delivery: Shorten average matter lifecycle by 30% (from intake to resolution), driving higher client satisfaction and repeat engagements. Improved Data Quality: Achieve 90% accuracy in client and matter data, minimizing billing disputes and compliance risks. Enhanced Literacy: Achieve a 50% engagement level for all employees through ideation sessions and experiment with new technologies. |
New Revenue Streams: Grow revenue from new product offerings (e.g. subscription-based legal platforms) to comprise 20% of total firm revenue within three years. Expanded Client Base: Secure at least 10 new enterprise-level clients annually through differentiated digital products and flexible pricing models. Improved Client Engagement: Increase cross-selling of new digital solutions by 25% among existing clients, demonstrating high perceived value and usability. Enhanced Client Satisfaction: Achieve at least a 4.5/5 satisfaction score for all newly launched legal products. |
Accelerated Technology Adoption: Introduce two new solutions per year that collectively reduce contract review and due diligence times by at least 40%. Expanded Market Share: Capture a 15% uptick in M&A and high-value transactions through advanced data analytics and proactive deal insights. Improved Matter Outcomes: Increase successful client outcomes (e.g. favorable settlements, completed deals) by 25% through predictive legal analytics and risk forecasting. Retain and Grow Talent: Reduce attorney turnover by 20% by providing cutting-edge tools, developing a reputation for innovation, and enhancing career development opportunities. |
Strategy development methodology
MacDonald & Associates launched a cross-functional digital strategy task force, chaired by the Chief Innovation Officer, to guide the creation of this strategic plan. Over a four-month period – from January 9 to May 10, 2025 – we engaged key partners from each practice area (M&A, Regulatory & Compliance, Finance & Administration, etc.) and operational leaders (IT, Knowledge Management, Business Development) to ensure a firm-wide perspective. In addition, we partnered with an external digital transformation consultancy to facilitate a series of intensive workshops and roundtable discussions that brought together senior partners, associates, and administrative staff.
We relied on data from client satisfaction surveys, competitor analyses, and internal performance metrics to identify specific pains, opportunities, and risks. Each workshop incorporated open debate, collaborative reviews, and iterative feedback loops, allowing the task force to refine objectives and prioritize initiatives based on feasibility, desirability, and viability. This structured approach ensured that the final digital business strategy aligned with our firm’s overarching goals, positioned us competitively in a rapidly evolving legal market, and preserved the high-value advisory work that defines the firm.
Methodology overview
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Establish Business Context
Understand how MacDonald & Associates creates value and identify opportunities for digital transformation. -
Assess External Factors
Assess trends and the competitive landscape to evaluate how complex macro trends can impact the firm. -
Transform Client Experiences
Design a stakeholder journey map to empathize with clients and identify opportunities to streamline or enhance existing and new opportunities. -
Build a Digital Roadmap
Create a balanced roadmap that continues to progress our digital journey and prepares for the organization’s long-term success in the digital economy.
Business Context
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Key Stakeholder Participants
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Top Themes From Consultation
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MacDonald & Associate’s Strategy: 2025-2030
Key stakeholders
Executive Leaders
- Brenda MacDonald – Managing Partner
- Gordon Redmond – Senior Partner, Head of Mergers & Acquisitions
- David Kumara – Chief Operating Officer
- Elena Vaughn – Chief Financial Officer
- Priya Collins – Chief Technology Officer
- Michael Chen – Senior Partner, Regulatory Compliance Practice
- Joanna Davis – Chief Talent & HR Officer
- Louis Hartford – Chief Innovation Officer
Others
- Rebecca Moore – Director of Knowledge Management
- Colin Blackwell – Director, Enterprise Architecture
- Hannah Ortega – Executive Director, Client Relations
- Martin Redding – Head of Contract & License Services
Top themes from consultation
Partners
- Streamlining manual processes through AI without compromising quality
- Balancing traditional billing models with alternative fee arrangements
- Managing reputational risk while implementing advanced technologies
Associates
- Embracing flexible work arrangements and technology adoption
- Upskilling to stay competitive in an AI-driven environment
- Seeking mentorship and growth opportunities
IT & Innovation Team
- Modernizing legacy infrastructure for seamless tech integration
- Ensuring data security and compliance in cloud-based solutions
- Driving a cohesive enterprise architecture strategy
Finance & Operations
- Controlling overhead costs linked to manual processes
- Enhancing real-time visibility on billing and revenue
- Supporting alternative fee structures and profitability analysis
HR & Talent Management
- Addressing lawyer burnout and work-life balance
- Designing robust AI literacy and ongoing professional development
- Attracting top-tier talent with modern, tech-forward initiatives
Business Development
- Leveraging thought leadership to position the firm as an AI pioneer
- Expanding global reach and cross-border collaboration opportunities
- Strengthening CRM and nurturing client relationships with digital tools
Strategy: 2025-2030
MacDonald & Associates
MacDonald & Associates unites legal expertise, cutting-edge technology, and a shared culture of excellence to deliver transformative outcomes for our clients and communities.
Vision
To be the premier corporate law firm that seamlessly merges legal expertise with forward-thinking innovation to empower clients to navigate complex challenges and achieve lasting success anywhere in the world.
Mission
To provide counsel and solutions for M&A, regulatory, and corporate legal services that foster client success through collaboration, integrity, and professional excellence.
Guiding Principles
Client-Centered Excellence
Integrity and Ethics
Innovation and Adaptability
Collaborative Culture
Stewardship and Community
Strategic Goals
- Strengthen Core Practice Leadership: Enhance M&A and regulatory teams, deepen specialization, and expand the firm’s reputation for delivering end-to-end corporate legal solutions.
- Expand Global Presence: Seek strategic partnerships or acquisitions in key international markets to serve a broader client base and reinforce global capabilities.
- Foster a Culture of Innovation: Invest in emerging technologies, structured learning, and pilot programs to keep pace with evolving industry demands while preserving high-value advisory services.
- Elevate Talent & Professional Development: Attract and retain top-tier legal professionals; establish robust mentorship and continuing education programs to build future firm leaders.
- Enhance Operational Excellence & Scalability: Optimize workflows, adopt best-in-class knowledge management practices, and diversify service offerings to accommodate a broader range of client needs.
Success Measures
- Our brand is recognized as a leader in both traditional legal counsel and innovative legal technology solutions.
- We see sustained growth in revenue, driven by client satisfaction and strong referral networks.
- Our teams consistently deliver high-quality outcomes for clients, backed by robust support and streamlined processes.
- Top-tier talent – both legal and technical – actively seek to join us and recognize our culture of professional development and thought leadership.
Executive Summary
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The Case for Digital Transformation
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Digital Ambitions and Goals
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Guiding Principles
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Top Opportunities
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Supportive Value Streams and Capabilities
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Roadmap to 2030
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Digital Strategy Planning Cycle
The case for digital transformation
Technology and innovation are fundamentally reshaping the way professional services need to deliver value.
Workforce & Demographic Changes
The talent landscape is shifting with skill shortages, generational differences, and evolving work-life expectations, increasing competition for specialized expertise. Firms must embrace AI literacy, hybrid work models, and innovative recruitment strategies to attract and retain top talent.
AI & Technological Disruption
AI and automation are transforming workflows, from document review to routine client interactions, while cybersecurity threats and integration challenges pose new risks. Navigating this shift requires balancing cutting-edge AI adoption with secure, scalable infrastructure.
Client-Centric Services & Alternative Pricing
Clients expect faster, more transparent services, driving a shift toward value-based pricing, real-time tracking, and AI-powered personalization. Firms must leverage collaboration platforms and data analytics to enhance engagement and build long-term trust.
Regulatory & Compliance Changes
Expanding cross-border regulations, evolving AI governance, and heightened scrutiny on firm structures demand proactive compliance strategies. Staying ahead requires agility in adapting to new professional standards and data security frameworks.
Digital ambitions and goals
Technology and innovation are fundamentally reshaping the way professional services need to deliver value.
Desired Outcomes
Digital Goals |
Govern Core Systems and ProcessesEstablish robust digital governance so that every system, workflow, and data asset is effectively managed and transparent to stakeholders. Reduce inefficiencies, ensure regulatory compliance, and enhance decision-making with accurate, up-to-date information. |
Offer Unique Legal ProductsBroaden our service portfolio with technology-enabled offerings that differentiate the firm from the competition. Open new revenue streams and deliver client-focused solutions that anticipate evolving market needs. |
Develop Innovative Legal SolutionsLeverage AI, analytics, and process automation to tackle our clients’ most pressing legal challenges with greater efficiency. Empower our experts to provide more strategic counsel and deliver measurable results. |
Desired Values
Benefits & Experiences |
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Digital Vision
Harness cutting-edge technology and data-driven insights to deliver faster, smarter, and more personalized legal solutions that transform client experiences and drive sustainable growth for the firm.
Upcoming
Industry Roundtable
Thursday, May 08, 2025
04:00 PM EDT
Transform Your Professional Services Organization With a Tech-Enabled Strategy
Register Now
Justin
St-Maurice
Principal Research Director
About Info-Tech
Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.
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