In late 2001, Kroll Ontrack was faced with a strategic opportunity and a challenge. The opportunity lay in the potential market for an electronic document discovery solution for the legal industry. The challenge? Creating an effective market strategy for a business still in its infancy. They had failed on their first two attempts at market entry.
“The term ‘paperless office’ was just coming into vogue,” notes Andrea Johnson, Kroll Ontrack’s vice president of marketing and communications. Lawyers were finding that many documents relevant to a legal proceeding were available only in electronic form. Competitors who had historically served the market were able to meet the paper discovery needs of lawyers but were ill-equipped to manage the discovery of these electronic records.
As Ben Allen, CEO of Kroll and former Kroll Ontrack president, explains, “We knew the potential for electronic discovery—all of the underlying foundational elements suggested that this would be an important industry opportunity. What we didn’t know was how to understand what clients wanted to achieve in a way that could be translated into an efficient and effective strategy for growth. The electronic discovery market was so new that if you asked clients what features they wanted, they didn’t know what you were talking about.”