Passle CMO Series Podcast

Standing out in a crowded market increasingly depends on carving out a clear niche and owning it with confidence. In this episode of CMO Series Rainmakers, Sarah Strachan is joined by Tom Whittaker, Director and Head of AI (Advisory) at Burges Salmon, to explore how lawyers can build authority by becoming the go-to voice in an emerging area. Tom shares how an early interest in writing evolved into...

Law firms are no longer operating in a period of stability; they require momentum. Marketing leaders are expected to evolve alongside the business, retrofitting strategy around lateral growth, proving value through data, and guiding attorneys who are neither new nor at the top.  In this episode of the CMO Series Podcast, we’re joined by Kathryn Whitaker, Chief Marketing Officer at Burr & Forma...

What does it take to modernise a 450-year-old law firm without losing the legacy that makes it iconic? Charlotte Eberlein, Head of Marketing and Business Development at Thomson Snell & Passmore, has spent over a decade answering that question in real-time. She has built a business development culture from the ground up, brought PR in-house, and helped the firm deliver big law impact on a regio...

Driving business development in a mid-sized regional firm is rarely about large budgets. It’s about sharp strategy, creativity and the ability to make every action count. In this episode of the CMO Series Podcast, Kelley Goes, Member and Chief Marketing and Business Development Officer at Jackson Kelly, joins Alex Haidar to share how her unconventional career path has shaped her bold, practical ap...

For this year’s Thanksgiving edition of the CMO Series Podcast, we bring together an outstanding group of legal marketing leaders to reflect on the people and practices that have shaped their careers. What emerges is a clear and compelling message about the importance of trust, collaboration and shared generosity in building strong marketing teams and firm cultures. Thank you to our special guests...

If you’re a law firm marketer, you know the pressure of balancing attorney demands, limited resources, and the need to stay genuinely strategic. The job is more than execution. It requires sharp prioritization and a steady, trusted voice over time. In this episode of the CMO Series Podcast, Alex Haidar talks with Jocelyn Brumbaugh, Founder of Builden Partners and legal marketing leader with experi...

Most law firm CMOs agree that cross-selling is the fastest and most cost-effective way to grow law firm revenue. Yet, our latest research shows that 84% of law firms are missing out on these opportunities. The biggest barriers to cross-selling success are awareness and trust. Lawyers need the confidence to refer work which requires trust across teams, and they need visibility into the full scope o...

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,...

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...

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...

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 impo...

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 C...

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 lead...

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 m...

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,...

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 leadersh...

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...

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 d...

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, Court...

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 t...

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 i...

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 unpa...

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...

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...

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 & Princ...