Making an impact in business development isn’t about following a script; it’s about finding what works, what doesn’t, and where you can really move the needle. Through the power of listening and successful automation strategies, important client relationships can be strengthened.  Today on the Passle CMO Series podcast, Charles is joined by Charlotte Watt, Head of Business Development at Brabners, to hear about her journey from the British Army to BD in the legal sector, and how her early career experiences shaped her people-first and results-driven approach. With nearly two years at the firm, Charlotte shares many key insights that she has learned along the way. From navigating the challenges of stepping into law to developing practical initiatives involving structure, coaching and human touch.  Charlotte and Charles discuss: Charlotte's unique journey into Business Development The initial challenges she faced in her role How she used early career experiences to help her succeed Approaches to avoid in the initial phases Recommendations and initiatives to successfully engage with clients 

Implementing a seamless Content Management System that is able to grow alongside the firm in the long-term should be a top priority within law firms digital strategies. Through extended team collaboration, firms can create a shared vision for suitable future marketing technology, ensuring flexibility and scalability, while also boosting efficiency and SEO.   Today on the Passle CMO Series Digital Masterclass Podcast, we’re diving into CMS for the legal sector, a crucial part of a firm’s marketing and business development toolkit.   Carrie Dyer, Digital Account Director at Appius, a company with deep experience in the legal market, with clients including Freshfields and Ashurst, joins us to discuss how firms can choose the right CMS. Carrie shares her insights on: Appius’ experience and high reputation within the legal market The critical importance of creating an effective CMS Various main CMS platforms and their different offerings The key factors and processes to consider when selecting a CMS Common pitfalls many firms continue to face Her expert takeaways for implementing a successful CMS

Live from the Lex Mundi Americas Regional Marketing and Business Development Roundtable in Denver, this special episode of the CMO Series Podcast dives into Cross-Selling in Practice. Ali Bone is joined by Susan Lee Hollender, Chief Growth Officer at Michael Best & Friedrich, to explore how firms can move from intention to action. Drawing on insights from Passle’s AI & Cross-Selling Report 2025, the conversation unpacks what’s working across the Lex Mundi network, the barriers that hold firms back, and what clients truly want to see. From building trust and awareness to proven approaches and success stories, Susan and Ali discuss the practical lessons and ideas for how firms can make cross-selling easier and more impactful.

In an industry where tradition often outweighs transformation, building trust and influence is the foundation for earning long-term credibility and needs to start from within. In today’s must-listen episode of the CMO Series podcast, Eugene speaks with Jennifer Stokes, Senior Director of Marketing and Business Development at Shipman & Goodwin, to explore her long-awaited insights into the importance of earning trust and credibility internally. With nearly two decades at the firm, Jen brings a unique perspective on what it takes to earn trust in a legacy-driven law firm. From navigating leadership dynamics to championing the role of marketing at the strategic table, Jen has played a key role in reshaping how BD and marketing are perceived and prioritized. Eugene and Jennifer cover: How the role of Marketing has evolved during her 17 years at Shipman & Goodwin Jen’s approach to building internal trust and influence in a relationship-driven industry The value of having strategic thought partnerships Jen’s partnership achievements including cultural and mindset shifts How to build long-term credibility

Cross-selling remains one of the biggest growth opportunities for professional services firms, yet cultural silos, lack of trust and missed client insights mean many struggle to get it right. Join this panel of professional services marketing and BD leaders as they unpack the biggest challenges and opportunities in cross-selling today. Recorded live in London, Will Eke hosts Sadie Baron (Interim CMO, TLT), Barney O’Kelly (Head of Solutions & Product Marketing, AlixPartners), Peter Skinner (BD & Marketing Director, Wedlake Bell) and James Davidge (Head of Origination, Taylor Wessing) as they dive into the pitfalls of cross-firm collaboration, the growth opportunities within reach, and the tools and techniques shaping a culture of cross-selling. They discuss: Why culture change is essential for collaboration How trust keeps referrals moving Using data to spot opportunities and connections The role of leadership in modelling behaviour Tools that make cross-selling work in practice Why clients expect joined-up, integrated advice

The art of storytelling is becoming an increasingly vital tool for law firms to form strong client relationships through personal connections, ultimately encouraging natural collaboration to rise above competitors. Today, Alitia Faccone joins Will Eke on the CMO Series Podcast to share exactly how to incorporate successful storytelling into legal marketing. From acting school to law school to leading business development at Jackson Lewis, Alitia Faccone has built a career leveraging the power of storytelling.  In this episode, we’re going to dive into how data, creativity, and a ‘professionally personal’ approach to content are helping the firm connect with clients in more meaningful ways, and what’s next as storytelling, data, and technology converge in legal marketing. Alitia and Will discuss: Her unique career path into legal marketing and business development  Alitia’s expert advice and experience on the foundational role of storytelling within legal marketing  Applying data insights to inform client-focused strategies  The practice of creating ‘professionally personal’ attorney bios Future strategic plans involving the integration of storytelling, data and technology

Executing an effective thought leadership strategy is essential in professional services marketing, yet many firms continue to struggle. By understanding and implementing the right approaches, firms can not only cut through crowded markets but also build lasting credibility. In today’s episode of the CMO Series Podcast, Charlie speaks with a former guest on the series, Phill McGowan, who has led marketing and communications at top law firms including Jenner & Block, Crowell & Moring, and Reed Smith. Now, through his consultancy, Phill McGowan Marketing, he helps firms deliver impactful, data-driven campaigns. Phill joins us today for a masterclass in building successful thought leadership campaigns, from distinguishing between flagship Capital “C” campaigns to more agile, lower-case “c” initiatives. We’ll also explore how to navigate shifting markets, secure leadership buy-in, and create content that stands out. Phill and Charlie dive into: Phill’s journey into legal marketing and his first time seeing impactful thought leadership Common mistakes versus best practice in law firm thought leadership The implications and opportunities of a shifting market on thought leadership Understanding capital ‘C’ and lower-case ‘c’ campaigns and their essential elements Advice for firms on securing buy-in and leadership support for further investment Practical tips for CMOs looking to build a sustainable thought leadership strategy

Boutique firms are continually finding new ways to stand out, tackle significant cases, and make a lasting impact.  In today's episode of the CMO Series Podcast, Eugene McCormick welcomes Anne Kunkel, the Chief Marketing Officer at Redgrave. Anne joins Eugene to discuss how boutique firms consistently go above and beyond, sharing her insights on building an agile team, navigating new technologies, AI, and regulations, and successfully driving strategy through to action.  Anne and Eugene explore: Anne’s background and unique career journey to Redgrave The approach Redgrave takes to position their unique style in the legal market Anne’s practical tips for balancing her day-to-day responsibilities The key qualities and talents that Anne prioritizes when building her team Key elements that are reshaping Redgrave’s brand and growth development Top priorities for navigating changes that are reshaping legal marketing Advice for CMOs aiming to make an impact in boutique firms

Fractional marketing is on the rise, enabling firms to tap into top-tier expertise without the full-time cost. In today’s episode of the CMO Series Podcast, Charles Cousins sits down with leading fractional marketer, Helen Cox.  Helen breaks down the common mistakes that appear in marketing and BD, the role a fractional CMO plays and how firms can truly find value in leveraging fractional leadership without the full-time cost.  Helen is a Marketing and Business development consultant and the founder of Helen Cox Marketing. She has successfully worked with numerous firms, helping them re-strategise their marketing and BD plans, and show internal teams how to use AI and technology to work smarter and more effectively. Helen and Charles discuss: Helen’s career journey to becoming a fractional marketer in professional services Helen’s definition of the term “Fractional” and how roles like this fit into the professional services industry When firms can get the most value from a fractional marketer The common mistakes that appear in legal marketing and business development Helen’s successful moments supporting firms and what that looks like Key advice for marketers going fractional  The approaches firms can take to bringing in a fractional leader successfully

Law firms continue to struggle with getting their lawyers to cross-sell effectively, leaving significant revenue untapped. The good news is that with the right strategic shift, firms can close the gap between their professionals and cross-selling success. In this episode of the CMO Series, Yasmin Zand is joined by Threshold Advisors Managing Partner, Dr. Karen Kahn, to talk about how firms can do this effectively. Karen is a psychologist, certified coach, and the author of Daunting to Doable.  In this episode, Karen breaks down how law firms can turn relationships into revenue by making cross-selling simple, authentic, and lawyer-focused. She shares the mindset shifts, behaviors, and tech tools that help CMOs and leaders move from broad strategies to personalized, practical business development that actually sticks.   Karen and Yasmin dive into: Karen’s career journey in psychology and the pivotal moment she decided to work with law firms The core reasons why cross-selling is central to firms’ growth and the barriers stopping lawyers from cross-selling The shift in Business Development from macro to micro and ways firms can better support their professionals The key mindset lawyers need to adopt in order to grow in confidence and successfully cross-sell The role of technology and AI in transforming lawyers’ habits into effective cross-selling behaviors Advice for CMOs and marketing leaders wanting to close the cross-selling gap and get their lawyers cross-selling effectively

Diversity, Equity, and Inclusion has become a critical framework for organisations striving to create more supportive environments for both current and prospective employees. As the competition for talent intensifies, firms are recognising the importance of addressing gaps in representation. Today's guest on CMO Series REPRESENTS is someone well-versed in driving meaningful change and is here to discuss why building a culture of belonging matters. Olivia Backon is joined by Paul Modley, AMS’s Managing Director of Diversity, Equity, Inclusion, and Belonging.  Paul’s journey has been powerful and inspiring, taking him from his working-class roots in Wales to the London 2012 Olympic and Paralympic Games, and now leading the charge at AMS where he has created a global Diversity, Equity, Inclusion, and Belonging Centre of Excellence to ensure that existing and emerging talent get the support, resources and recognition they deserve.  Paul and Olivia explore: The influence of Paul’s upbringing in shaping his commitment to social mobility throughout his career How AMS has advanced its DEIB initiatives in response to global pivotal moments  The strategies AMS is implementing to elevate disability inclusion and neurodiversity within workplace conversations How AMS supports clients in navigating their own DEIB journeys while maintaining clarity and consistency in its internal strategy What genuine buy-in for DEIB looks like in practice Practical advice for organisations seeking to strengthen and embed a more impactful DEIB strategy

In today’s legal market, mid-size firms are proving they can punch well above their weight, and the secret often lies in bold, strategic marketing leadership. In this episode of the CMO Series Podcast, Charles Cousins speaks with Courtney Beauzile, Head of Marketing, Business Development & Communications at Robins Kaplan. After moving from an AMLaw 100 firm to an AMLaw 200 mid-size firm, Courtney has shown how the right approach can fuel growth, elevate digital presence, and transform the impact of marketing. Two years into her role, Courtney shares her playbook for building strong, diverse teams that bring creativity and innovation to every campaign. By harnessing a mix of personalities and skills, she demonstrates how mid-size firms can develop strategies that not only compete with, but often outpace, the largest players. Charles and Courtney dive into: Courtney’s journey to Robins Kaplan How Courtney has tailored her approaches and leadership style in her current role The early success Courtney and her team achieved Key qualities and structures which helped her team support the firms goals The impact of having a diverse team  Future projects that will driving the firm in the legal landscape Advice for marketing, BD and communication leaders wanting to have a big impact at a midsize firm

In a time when business leaders are navigating heightened political division, evolving workplace expectations, and the urgent call for inclusivity, understanding how to lead with purpose has never been more critical. On this episode of CMO Series REPRESENTS, Yasmin Zand is joined by Gina Rubel, CEO and General Counsel at Furia Rubel Communications. Their conversation explores the deep commitment to advocacy, DEI, and ethical relationship-building that has shaped Gina’s leadership and the culture at Furia Rubel. Together, they delve into the forces behind Gina’s passion, including her work with the Rule of Law Coalition, and examine how leaders can create truly safe and inclusive spaces in today’s legal industry. Gina and Yasmin dive into: The steps CMOs and firm leaders must take to communicate effectively, internally and externally, amid political polarization The story behind the Rule of Law Coalition and its significance in today’s climate Practical advice for legal marketers striving to lead with authenticity and purpose  

AI is transforming the legal industry, yet many firms are missing a trick. While policies and strategies are taking shape, marketing and business development are too often left out of the conversation. In this episode, Charles Cousins speaks with Guy Alvarez, lawyer-turned-entrepreneur and founder of InnovAItion Partners, on why marketing and BD leaders need a seat at the AI table, and how their involvement can drive innovation, meet client expectations, and give firms a competitive edge. Guy and Charles cover: Guy’s journey into legal marketing and the work he has done with Good2bSocial The pivot towards AI and the turning point for this Key insights from Guy's recent survey on AI adoption in legal marketing and BD The current position of the legal field in adopting AI into marketing and BD The role legal marketers should be playing when it comes to AI strategy. The steps firms should be taking to move in the right direction in adopting AI into marketing and BD Advice for team leaders or individuals navigating the space of AI adoption and how they can set themselves up for success

Creating impactful thought leadership content in a high-pressure, client-driven industry is no small feat, especially when time is tight. But done right, it can unlock career-defining opportunities, from keynote invitations to game-changing client wins. In this episode of CMO Series Rainmakers, Yasmin Zand sits down with Carl Kennedy, Co-chair of Financial Markets and Regulation at Katten, to unpack how he’s built a standout reputation by consistently delivering timely, authentic thought leadership.  Carl shares the mindset and strategy behind his thought leadership success, including how he balances content creation with client demands and how that effort has led to major speaking engagements, high-profile matters, and a strong personal brand in a crowded market. Carl and Yasmin discuss: The moment Carl realised thought leadership was worth the investment How Carl ensures thought leadership resonates without sounding like everyone else What “good” looks like when it comes to expert-led content, and examples of success Practical tips for maintaining momentum (even when you’re busy) How to embed a culture of thought leadership across your firm

On this episode of CMO Series Represents, Yasmin Zand is joined by Ioana Good, founder of Promova, for a conversation that’s as inspiring as it is insightful. Ioana’s journey began when she left Romania for the U.S. with just two suitcases and limited English. What followed was a path defined by resilience, self-education, and an unwavering commitment to growth. From navigating the challenges of a new culture to transitioning from the newsroom to the boardroom, Ioana shares how each experience helped shape her into the leader and communicator she is today. In this episode, Ioana discusses: The challenges of building a life and career in a new country How she discovered and refined her voice as a communicator The transition from journalism to executive leadership Blending strategy, storytelling, and purpose to create real impact Whether you're early in your career, building your own business, or simply seeking inspiration to take your next big step, Ioana’s story offers valuable lessons in owning your narrative and leading with authenticity.

As major infrastructure initiatives like CRM become more essential, many firms find themselves struggling to get projects off the ground. From securing stakeholder buy-in to selecting the right technology and navigating complex security requirements, launching a CRM can feel overwhelming. But with the right strategic approach, it doesn’t have to be. In today’s episode, Charles Cousins is joined by Julie Mortimer, Director of Marketing at Mills & Reeve, for a practical deep dive into how to launch a CRM project successfully. Julie shares expert insights on overcoming common challenges, choosing the right vendors, and securing lasting buy-in from stakeholders. In this episode, Julie and Charles discuss: The essential first steps CMOs should take when launching a CRM, especially in the legal sector How to build long-term buy-in for a complex and costly project Key strategic and technical considerations in the early stages The value of integrating AI into your CRM stack to power marketing and business development Advice for selecting the right vendors and technologies for your firm The top dos and don'ts for avoiding common CRM pitfalls

On Thursday, June 5th, we hosted CMO Series Live 2025 in New York. Throughout the day, we witnessed sessions led by senior marketing leaders and managing partners. Today, we are revisiting one of the standout sessions of the day, which explored the way AI is reshaping the landscape for legal marketing and business development.  Moderated by Sam Page, we heard from: Jen Leonard, Founder & Principal at Creative Lawyers,  Darth Vaughn, Associate General Counsel & Managing Director, Policy and Legal Operations at Ford Motor Company Bridget Mary McCormack, President and CEO at American Arbitration Association Jim Metzger, Chief Financial Officer at Reed Smith Jen, Darth, Bridget, and Jim addressed how CMOs can adapt to recognize and meet their clients' needs and expectations, and how to make internal strategic investments in having AI-driven legal services. This special episode covers:  How AI is changing the conversations that they are having in their organizations The strategic steps CMOs should be taking to revolutionize business development and marketing models as AI comes into play Examples of specific AI deployments  The current positioning of the wider market for adopting and using AI, especially for clients of law firms   The methods to train and develop associates on the use of AI, whilst focusing on critical thinking The approaches that CMOs can take to having conversations with their CFOs on rationalizing the cost of implementing AI

Content has become a powerful driver of visibility and growth in the legal industry. But with so many approaches to creating and delivering content, how can firms foster a culture that not only encourages contribution but also supports business development and client engagement? On this episode of the CMO Series Podcast, James Barclay is joined by Richard Meneghello, Chief Content Officer at Fisher Phillips, to explore what it takes to get lawyers writing, and why close collaboration with marketing and BD teams is essential to making it work. Richard also shares his perspective on the role of technology, particularly AI, in helping lawyers write more effectively and deliver content that resonates. Plus, he offers thoughtful advice on how firms can embrace AI while protecting their brand integrity and maintaining trust. James and Richard cover: Richard’s career journey from Partner to Chief Content Officer and what that transition looked like The role of Chief Content Officer and what the role looks like day-to-day How Richard collaborates across the teams while leading an independent function within the firm Examples where specific content campaigns have directly contributed to the firm's client growth or business development Strategies to get lawyers writing and writing well and the steps taken to build a culture of content The ways AI and technology are being used to help train lawyers in writing content and pushing out insights faster Advice for CMOs looking to elevate their content and separate themselves from other firms

Cross-selling is becoming an essential part of how law firms can boost their revenue and create long-lasting relationships with their clients. Yet, CMOs and BD leaders have recognized that their lawyers are struggling to cross-sell effectively, leaving them wondering how they can get their lawyers over the cross-selling barriers. The key to that is building real human connection.  On today's episode of the CMO Series Podcast, Charlie Knight is joined by Jason Levin, Founder of Ready Set Launch and author of Relationships to Infinity, former brand marketer of Unilever, and a business development coach to law firms across the US. Jason shares his insights on how CMOs can help their lawyers be more authentic and in-tune with their clients to help unlock unlimited opportunities to cross-sell and establish long-lasting relationships. Charlie and Jason cover:  The types of clients Jason takes on and the core work Jason does with law firms The expectations that general counsels have for law firms and the reason why lawyers fall short in meeting their expectations The approaches lawyers can take to build relationships and how CMOs can make it easier for their lawyers The barriers holding law firms back from cross-selling and what practical steps CMOs can take to help their lawyers unlock their cross-selling potential The ways CMOs can help their lawyers shift from the ‘not enough time’ mindset to a proactive mindset Practical examples of small changes that lead to significant results, along with key takeaways CMOs should apply Advice for CMOs on building authentic relationships to unlock the full potential of cross-selling within their firms