In this episode of Law & Coder, hosts Christina Natale and Morgan Llewellyn sit down with Rachel Shields Williams, Director of Product Management for Client Intelligence at Sidley and incoming LMA President, to unpack the evolving role of CRM in law firms.

Rachel shares how CRM has shifted from dusty Rolodexes to sprawling data lakes, and why it still hasn’t solved the core challenge of relationship intelligence. They discuss why lawyers remain hesitant to share contacts, the persistent myth of the 360° client view, and the critical difference between collecting data and truly connecting people. Drawing from her 16+ years in legal marketing, Rachel offers insights into aligning CRM strategies with business goals, tackling change management, and keeping humans (rather than just technology) at the center of business development. She emphasizes how curiosity, soft skills, and asking the right questions are essential for transforming CRM from a static database into a powerful relationship tool.

Tune in for practical advice, relatable experiences, and a candid conversation about why, in legal business, relationships still win…and why tech alone isn’t enough.