Morae is a premier legal services and consulting firm serving Fortune 500 companies, emerging market leaders, and law firms globally.
With over 1,500 employees and 13 different solution offerings spanning legal technology consulting, managed services, discovery, and strategic advisory, Morae operates in a highly competitive legal services market with diverse buyer needs.
Morae couldn’t see how potential clients experienced their brand during the critical anonymous research phase. Without visibility into the actual buyer journey, leadership was making digital transformation decisions based on assumptions rather than data about what buyers actually encountered.
Leadership knew they were “probably not doing any digital” effectively but had no systematic way to audit their performance. They couldn’t answer basic questions about LinkedIn effectiveness, content discoverability, or how their digital touchpoints compared to competitors.
With 13 solution offerings and competitors like UnitedLex, Elevate, Harbor, Integreon, and Epic Systems, Morae lacked objective benchmarking. They couldn’t identify which areas of their buyer journey were competitive strengths versus weaknesses requiring immediate attention.
AdamX deployed TopJourney to conduct a comprehensive buyer journey audit using synthetic buyer technology.
TopJourney Audit created AI-powered synthetic buyers that mimicked Morae’s ideal customer persona—Director of Legal Operations at Fortune 501-down companies. These synthetic buyers conducted authentic 30-day journey audits, evaluating 400+ touchpoints across 20-25 episodes from initial research through sales engagement.
Competitive Benchmarking audited Morae’s performance against five key competitors at every buyer journey stage. The audit revealed specific strengths like superior AI and legal technology thought leadership, while identifying critical gaps like 2.5-week sales response delays and pricing transparency issues.
Gap Analysis & Recommendations delivered clear audit findings with prioritized improvements. Leadership received specific, actionable recommendations across digital presence, sales processes, and buyer experience that they could immediately implement to close identified gaps.
This would help me identify the gaps in the buyer journey immediately, which I think would be huge value for me to shortcut where I need to fix.”
Keith Fenner, CEO, Morae
Book a demo and see how AdamX can transform your revenue performance.
