In the legal profession, attorneys refer to it as the "discovery" process where a legal team embarks upon intensive fact-finding to construct its case.At Bloomington, Ill.-based State Farm Mutual Automobile Insurance Co., there's a variation of the concept that's beginning to take shape. It's all part of State Farm's attempt to optimize cross-selling opportunities within its multi-product line that spans homeowners, life, annuities and mutual funds, to name a few.

But as lawyers and insurers well know, mastering the discovery process is far from easy. The lack of solid fact-finding can cost a legal team a case. On the insurance side, it can cost a sale.

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