Go-to-market strategy: voice technology provider (Technology)

AMR developed a comprehensive go-to-market strategy for a legal voice software provider targeting small law firms in the US

Client and project overview

  • AMR was engaged by a provider of legal voice-productivity software to develop a strategy to target the US small law firm market Key questions
  • How is software currently used by lawyers to increase productivity, and what unmet needs exist?
  • Is there an attractive opportunity to serve the small law firm market?
  • How can the client best serve the needs of the market, and what product(s) and channel strategy would prove successful?

Highlights of AMR methodology

  • AMR supplemented a large-scale, online survey of around 10,000 lawyers in small law firms with in-depth discussions with with lawyers, adjacent software vendors and re-sellers
  • We built a deep understanding of user needs and buying behaviour by law firm sub-segment


  • AMR’s work enabled its client to reconfigure its software offering to respond to the unmet needs of US small law firm users
  • The client entered the market with a high level of confidence that it had the right strategy to grow a successful US business. Since implementation, the client’s US business has experienced strong growth

“AMR’s work was excellent. It was very valuable as we thought we understood the opportunity in the US market, but AMR allowed us to see the bigger opportunity and that transformed our thinking.