On today's episode of the CMO Series Podcast, Will Eke is joined by Sarah High, Director of Marketing and Business Development at Yetter Coleman, about what it takes to successfully build a BD function from the ground up in a boutique litigation firm. Drawing on big law lessons and her ability to drive real strategic growth, she shares how to succeed on a boutique budget.

Sarah talks about her journey from big law to boutique litigation, what it means to be a one person team building the framework for growth, and how she's leaning on external partners and AI to deliver big law results.

Sarah and Will dive into:

• Her early priorities while establishing the BD function
• How to balance a strong legacy with modern growth strategies
• The importance of strong communication with external partners
• Where AI and technology is making the biggest impact
• Expert advice for others building a function from scratch

On this week's episode of the CMO Series Podcast Alistair Bone is joined by Jennifer Shankleton, Chief Growth and Development Officer at Brennan Manna & Diamond LLC, a title introduced in recognition that the marketing label no longer captured the full scope of her role. Jennifer sits on the executive committee and works across BD coaching, associate mentoring, and growth strategy.

Jennifer brings a rare inside view of what it looks like building a marketing department from scratch, pushing past the limits of the marketing label, and running a function that wide inside a midsize firm with significant growth ambitions. Jennifer’s experience speaks to what marketing and BD professionals can achieve when the scope of their contribution is allowed to grow alongside their ambition.

Jennifer and Ali also explore:

• Her professional career journey 
• Key milestones in the evolution of her role
• Navigating the need for stakeholder buy-in
• Her coaching and mentorship program
• Concrete results demonstrating her positive impact
• Practical advice for others looking to shape their career

On today's episode of the CMO Series Podcast, Will Eke is joined by Helen Griffiths, Head of Business Development at Fladgate, who brings a genuinely distinctive perspective to the role, having spent her career across litigation funding, global law firms and a leading commercial barristers' chambers. Since joining Fladgate in 2024, Helen has overhauled the firm's approach to BD, introducing a more structured, targeted model built around clear ownership and measurable results.

Helen and Will discuss:

• How a career spanning small agile businesses to large global firms shaped her approach to stepping into the Fladgate role
• What she found when she arrived, and the four priorities she set from day one
• How she brought both the BD team and fee earners on the journey, and where the resistance actually came from
• How the firm is measuring what's working and what it has stopped doing
• What's on the technology roadmap, including a CRM transformation in progress
• Her one piece of advice for BD leaders trying to build a plan that sticks

In today’s episode of the CMO Series Podcast, Will Eke sits down with Rob Gijsen, Chief Marketing Officer at CMS, who has spent nearly three decades in senior BD and marketing roles at some of the world's largest firms. In the last year, Rob has driven the implementation of a new client and sector strategy to fundamentally change how CMS prioritises and manages its most important relationships.

Rob shares the thinking behind it, what rolling out a strategy looks like at a firm of CMS’s scale, and what he’d advise other leaders thinking about doing the same.

Rob and Will discuss:

• How Rob’s thinking about client strategy has evolved
• The need for a client categorisation framework
• Overcoming roadblocks and negative perceptions
• The quantitative results following the strategy
• Practical advice for others before implementation

On today's episode of the CMO Series Podcast, Alex Haidar is joined by Roanne Neuwirth, a B2B enterprise marketing leader and advisor whose career spans over two decades across law firms, global management consultancies, and boutique professional services firms. From Hale and Dorr to Boston Consulting Group, Farland Group, and Bates Communications (acquired by BTS), Roanne has spent her career working with leadership teams to define market position, build client relationships, and drive sustainable growth.

Roanne brings her unique outside-in perspective to challenge how legal and professional services marketers think about positioning, growth, and the role of AI. She makes the case that while technology levels the expertise playing field, genuine thought leadership and client feedback programmes are more important than ever in advancing marketing into the strategic force that truly differentiates.

Roanne and Alex discuss:

• What actually separates the firms that grow from the ones that stand still
• Why marketing should be at the table driving growth, not sitting behind it
• The difference between a market position and a service list, and why so few firms get it right
• Where firms are going wrong on AI, and what they should be asking instead
• Whether the bar for building authentic client relationships has been raised
• Her number one piece of advice for the next generation of professional services CMOs

On today's episode of the CMO Series Podcast, Will Eke is joined by Clare Quinn-Waters, Chief Growth Officer at Edwin Coe, a role she stepped into in September 2024, and one that still doesn't exist at most law firms. With a 25-year career spanning strategic leadership across legal, professional services, and recruitment, Clare brings a distinctive perspective on what it actually takes to build a growth engine inside a firm with strong heritage and even stronger ambitions.

Clare dives into:

• How her career across professional services and recruitment has shaped her approach to growth
• The state of the team when she joined and what was expected of a brand new Chief Growth Officer
• Her early priorities, what she changed immediately and what she deliberately left untouched
• How a CGO role differs from a traditional CMO or BD Director, and why that distinction mattered for Edwin Coe
• What the growth function looks like today and how her decade in recruitment has helped her hire the right people, with practical tips for other leaders building out their teams
• What's on the horizon for Edwin Coe's growth strategy over the next 6 to 12 months
• Her number one piece of advice for anyone building a growth function from the ground up

Today on the CMO Series Podcast, Dionne Cole is joined by James Barclay, CEO of Passle Inc, to discuss the findings from our 2026 Cross-Selling & Collaboration Report, produced in partnership with Hayhurst Consultancy. With responses from 100 managing partners and lawyers across the top 200 US and top 100 UK law firms, the report reveals a significant collaboration gap and a clear roadmap for firms looking to close it.

James explores what the data really means, from the paradox of rate increases driving both growth and client churn, to the visibility challenges that prevent lawyers from cross-selling effectively, and what the firms getting it right are doing differently.

Dionne and James discuss:

• The real business pressures that are pushing firms to rethink how they generate work across practices. 
• Why firms talk about cross‑selling far more than they successfully deliver it.
• Why firms need to rethink relying on rate price increases as their primary growth strategy.
• How to fix the visibility gap and get lawyers connected.
• Why so many laterals leave within five years and what firms can do to better integrate them.
• What firm leaders should be doing differently to cultivate a culture of real collaboration.

Click here to download the full 2026 Cross-Selling & Collaboration Report.

And don't miss us at CMO Series Live in New York on June 4th. Get your tickets here.

No more FOMO, having to choose what sessions you attend in the morning. It's going to just be one single stream, and that's allowed us to factor in more of that networking that we know everybody loves, and really hone down on what the key topics are that we should be addressing.

In this CMO Series Podcast Special, Dionne Cole chats with Natasha Sandamas, Passle’s Events and Marketing Manager, to dive into what attendees can expect from this year's event. From key agenda highlights and upcoming industry discussions to the launch of the brand-new CMO Series Book Swap, tune in for a preview of what promises to be an exciting and informative day.

Join us in New York on June 4th 2026, secure your tickets here to not miss out.

In this episode of the CMO Series Podcast, Eugene McCormick is joined by Bela Grover, who most recently served as Chief Client Relationship Officer at Goodwin Procter LLP, to explore what it truly takes to formalise client development in a way that strengthens collaboration, improves client experience and helps firms grow more strategically. 

Following 25 years at Deloitte in revenue-generating and leadership roles, Bela provides a unique perspective to Big Law as she shares what law firms can learn from consulting firms about client strategy, how to build more purposeful client relationships, and why the systems behind client development matter just as much as the relationships themselves.

Bela also dives into:

• Ways that client approaches differ between the Big Four and law firms
• How to introduce more structure without losing that entrepreneurial edge
• The importance of treating clients as clients of the firm, not individuals
• What strengthening client relationships looks like in practice
• Practical advice for building purposeful client relationships

Today on the CMO Series Podcast, Charles Cousins sits down with Iwona Kesting, Director of Business Development and Communications at Jones Day, to unpack what it really takes to secure firm-wide backing and how to make tech deliver real impact. With Iwona right in the middle of a major CRM and ERM transformation, she reinforces the importance of shaping the right strategy early with strong alignment across the firm.

She also explores the risks of choosing the wrong tools, the pace of change, and the challenge of getting internal buy-in, as well as knowing where to start. 

Charles and Iwona discuss:

• How her approach to MarTech has evolved 
• The biggest barriers that cause firms to go wrong
• The steps involved in a CRM and ERM transition
• How to get projects signed off using firm alignment
• How to measure the impact on client relationships and growth
• Practical advice for other firms looking to invest in new tech tools

In this special episode of the CMO Series Podcast, recorded live, Charles Cousins explores the next era of cross-selling alongside Raya Blakeley-Glover, Director of BD, Sales & Clients at Bird & Bird, and Mo Bunnell, CEO & Founder of Bunnell Idea Group. The webinar reinforces the importance of making cross-selling client-led, measurable, and scalable, for communication to win relentlessly. 

Raya provides practical advice on how real progress starts once firms stop treating cross-selling as a vague aspiration and build the client-focused systems that allow lawyers to act. She emphasizes replacing hesitation with confidence through structured support, such as the sales resource and training app that Bird & Bird developed in-house. 

Mo broadens the perspective by framing cross-selling as a progression from simple presentations to structured programs that drive long-lasting change. He dives into his “Give to Get” concept to shift cross-selling from awkward referrals to meaningful, client-focused exchanges that build momentum.

On the latest episode on the CMO Series Podcast, we sit down with Gemma Francis, a legal BD consultant who spent years working in-house before stepping out on her own. Gemma now works closely with law firms and lawyers to rethink business development approaches, focusing on mindset, practical habits, and bringing associates into the process much earlier.

In today’s episode, Gemma offers a fresh perspective on the common misconceptions lawyers have about BD, the barriers that firms face, and the simple steps that BD and marketing teams can take to create real momentum.

Gemma also explores:

• The moment she realised there was room for improvement in BD
• What she wishes she’d known during her former in-house career
• The benefits of involving early associates in BD 
• How to overcome internal blockers stopping BD momentum
• Key priorities for driving BD traction 

In the latest CMO Series Podcast, Will Eke is joined by Tricia Weener, Global Chief Marketing and Business Development Officer at Linklaters, who has built a career spanning entrepreneurial ventures, scale-ups and global organisations. That breadth gives her a sharp perspective on what “high performance” actually means, and how differently it shows up depending on the environment.

In this episode, we unpack what it really takes to build a high-performing team inside a global law firm and the lessons Tricia brings from outside the industry. 

Tricia also shares:

• The perspectives she’s gained during her industry-agnostic career journey
• How high performance shows up in different contexts
• The importance of building high-performing teams on strong foundations
• Using the power of the “three Cs” to shape team culture
• Practical advice for others to build sustainable high-performing teams

On today’s new episode of the CMO Series Podcast, Charles Cousins joins Vanessa Crocetto, who recently became Butzel’s first Chief Experience Officer, after more than a decade leading the marketing and business development department. Vanessa now focuses on how clients experience the firm day to day, reflecting the firm’s commitment to driving exceptional client service and sustainable growth as a mid-sized firm.

Vanessa and Charles discuss where client experience meets marketing and BD, how culture shows up in those moments, and the work she is doing to turn client insight into action.

She also dives into:

• How her career journey has shaped her client approach
• What a client-centered culture looks like in practice
• Transitioning from a CMO to a CXO 
• Current client experience initiatives at Butzel
• Practical advice for others moving into client experience leadership

On this latest episode of the Passle CMO Series Podcast, Charles Cousins is joined by Alexis Gray, who has held senior marketing and BD leadership roles at PwC, Grant Thornton, Bond Dickinson and The Berkeley Partnership, as well as spending a decade running a successful marketing and BD consultancy. Alexis joins us to share her experiences on what real BD enablement for fee earners looks like and why so many firms still get it wrong.

Alexis discusses where firms assume skills instead of building them, what really helps fee earners have better client conversations, and how to make BD programs stick without relying on the same few rainmakers.

Alexis and Charles also dive into:

• Her critical realization that fee earner enablement drives growth
• Where firms wrongly assume BD capability
• Reframing BD from sales to client nurturing 
• Why partner sponsorship makes initiatives stick
• Embedding BD through systems and incentives
• Practical advice for successful fee earner enablement

In today's episode of the CMO Series, Will Eke is joined by Kimberly Rennick, Chief Business Development and Marketing Officer at Thompson Coburn, to explore how bespoke, timely initiatives can become powerful business development engines.

Kim shares how Thompson Coburn turned a moment in the news cycle into a practical tariff analysis tool for clients, why linking top-of-funnel marketing to bottom-of-funnel BD is essential, and how authentic leadership plays a critical role in driving innovation at a time of rapid change in the legal profession.

They also delve into:

• The compelling nature of Thompson Coburn’s culture
• How targeted marketing campaigns can really move the dial
• How to break down often siloed areas of business
• The tangible impacts following the launch of the tariff analysis tool
• What authentic leadership really involves

In today’s episode of CMO Series Digital Masterclass, Yasmin Zand sits down with Ryan Evans, Director of Public Relations and Communications at Jones Walker, to learn all about how to grow a world-class PR pipeline. 

In this conversation, he shares the PR success gained from a small Passle pilot in 2022, the steps they took to turn content into ready-to-use PR material for media outreach, and how to connect content, PR, and attorney engagement into one seamless strategy.

He also dives into:

• His own career journey into Jones Walker
• How Passle posts successfully helped to empower attorneys
• PR success stories that built firm-wide buy-in
• The importance of training attorneys in the power of thought leadership
• Practical steps to transform thought leadership into media outreach

The conversation centres on advocacy and access, who is in the room when decisions are made, who gets named in the room when they are not there, and who is given real exposure to clients, leadership and opportunity.

Our guests discuss how progress doesn’t happen by chance. Firms must create structured pathways to influence, move beyond informal networks and back women with visible sponsorship. Flexibility and parental support also need to be real, not theoretical, if firms want talent to thrive.

The episode offers practical advice on building open, transparent cultures where equity is embedded into how firms operate.

We’re so grateful to all of our guests for joining this special episode: 

• Raj Aujla, Director of Communications and Corporate Affairs, Charles Russell Speechlys
• Aubrey Bishai, Chief Innovation Officer, Vinson and Elkins
• Sarah-Jane Howitt, Business Development & Marketing Director and Partner, Weightmans LLP
• Susan Kurz, Chief Marketing and Client Development Officer, Calfee, Halter and Griswold LLP
• Laura Louw, Director of Business Development, Norton Rose Fulbright
• Laura Ottley, Chief Marketing Officer, Addleshaw Goddard
• Susanne Pugsley, Director of Business Development and Marketing, Carpmaels and Ransford
• Clare Quinn-Waters, Chief Growth Officer, Edwin Coe
• Anna Steinberg, Chief Marketing Officer, Tressler LLP
• Kerri Vermeylen, Chief Marketing Officer, Sidley Austin LLP

In part one of this special edition, we bring together senior marketing and business development leaders from across the profession to explore how firms can build a true culture of giving to gain, where collaboration, sponsorship and shared success aren’t slogans, but strategic choices.

From approaching equality as a business issue, to active sponsorship of professional women in the workplace. Our guests share their candid insights and lived experiences of what’s working in professional services and where firms have the opportunity to drive meaningful change. 

A big thanks to all of our guests for joining the conversation:

• Azeema Batchelor, Chief Marketing & Business Development Officer, Dinsmore & Shohl LLP
• JeanMarie Campbell, Chief Marketing & Business Development Officer, Jenner & Block
• Charlotte Eberlein, Head of Marketing & Business Development, Thomson Snell & Passmore
• Deborah Farone, Marketing & Business Development Strategist & Founder, Farone Advisors
• Tina Gandesha, Director of Business Development, Marketing & Communications, Baker McKenzie
• Helen Griffiths, Head of Business Development, Fladgate
• Rachel Hussey, Clients & Markets Partner, Arthur Cox LLP
• Susanne Mandel, Chief Marketing & Business Development Officer, Lowndes
• Molly Nunes, Director of Communications, Marketing & Client Engagement, WilmerHale
• Kimberly Rennick, Chief Business Development & Marketing Officer, Thompson Coburn LLP
• Amanda Schneider, Chief Marketing & Business Development Officer, Ballard Spahr LLP
• Tricia Weener, Global Chief Marketing & Business Development Officer, Linklaters

In today’s CMO Series Rainmakers episode, we are joined by Laurie Burlingame, a Corporate Partner at Morse, who shares her grounded view on what rainmaking really looks like in this current legal market as proactive networking becomes more crucial than ever.

With a background that spans science, an MBA in finance and accounting, and nearly two decades in Big Law during the explosive growth of Boston’s life sciences sector, Laurie has built her practice at the intersection of technical complexity, capital, and client trust. She shares her hard-earned advice on the importance of valued relationships, having a clear understanding of shifting client expectations, and why thought leadership is a non-negotiable for leaders.

Alex and Laurie discuss:

• Her scientific approach to client problem-solving
• The effect of AI on shifting client expectations
• How to maintain momentum and stay top of mind with clients
• The importance of cross-selling to build trust internally
• Structural differences between Big Law and smaller firms
• Effective networking advice to build long-term relationships

Doug shares his career journey and what first bought wellbeing into focus at MSK, and he'll also talk about how the wellness program got off the ground, the realities of building internal support around it and getting it going.

Charles and Doug discuss the impact of the program on individuals and firm culture. The results that have surprised him most, and his advice for leaders looking to invest in wellbeing in a way that delivers lasting value.

On today’s episode of the CMO Series Podcast, Will Eke is joined by Aubrey Bishai, Chief Innovation Officer at Vinson & Elkins, to explore the true meaning of innovation and the evolving client expectations around AI. Aubrey joins us to unpack how the firm’s unique leadership structure really works in practice.

Aubrey shares insights into how she decides what’s worth investing in beyond the AI hype, and why she believes innovation is a “deeply human endeavour.” They discuss the role of marketing and BD in driving meaningful change, and what’s next for innovation at Vinson & Elkins in 2026.

Tune in to hear:

• Aubrey’s career journey into the innovation space
• Her definition of innovation and the power of small changes
• The importance of human experience at every step
• How following client needs drives quick changes
• Practical advice on adopting a system-wide approach to innovation

In the latest episode of the CMO Series Podcast, Charles Cousins is joined by Patrick Johnson, Chief Business Development & Marketing Officer at Honigman, to explore the importance of culture and client-centric storytelling in pitches. After a month in his role, and previous experience spanning multiple law firms and time at McKinsey, Patrick offers a sharp perspective on why pitching and winning work is still treated as a process problem, rather than a strategic one. 

They discuss what law firms are getting wrong, what best practice really looks like, and how Honigman is approaching pitching with a curious mindset from day one.

Patrick shares:

• His impressive career journey and how pitching became central to business strategy
• The importance of winning partner buy-in to change how firms pitch
• The importance of culture and process before advancing technology
• Reasons why law firms struggle to win work
• Actionable steps for leaders to introduce new ways of working

On today’s episode of CMO Series Rainmakers, we’re joined by someone who has redefined what it means to build a book of business in Big Law. Mona Dajani, Partner and the Global Co-Chair of the Energy, Infrastructure and Hydrogen teams and Co-Chair of the Baker Botts Energy sector worldwide, has spent more than 25 years carving out a reputation as one of the most dynamic and recognisable voices in the sector.

From broadcasting A-list interviews on early-morning TV to posting daily market insights, Mona has turned visibility, personality and consistency into a true competitive advantage. Her ability to generate work, often from followers, viral posts and even dinner parties, is the definition of rainmaking.

Tune in to hear:

• Mona’s unique career journey from broadcasting to law
• The role of authenticity in driving business
• Leveraging thought leadership and cross-selling for big client wins
• The role of the human behind the lawyer
• Practical advice for building a book of business

In this episode of the CMO Series Podcast, we’re diving into one firm’s bold growth journey.

Lowenstein Sandler has set its sights on expanding from 400 to 700 lawyers in just five years. But behind that ambition lies a bigger story, where marketing, business development, and firm leadership come together to deliver a consistent client experience.

Vanessa Torres, Chief Marketing and Business Development Officer, and Mark Kesslen, Partner and Chair of the firm’s Intellectual Property Group, join Eugene McCormick to share how the “One Lowenstein Experience” is shaping culture and innovation, and what success will look like in the years ahead.

They explore:

• The concept behind the “One Lowenstein Experience”
• Using data and insights to anticipate client needs
• How internal collaboration drives trust and credibility
• Lowenstein’s ambitious targets for future success
• Practical advice for building a consistent, positive culture

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 a focused thought leadership strategy, positioning him at the forefront of AI regulation long before the space became crowded.

They discuss when thought leadership first clicked for Tom, how he identified an opportunity in a fast-moving regulatory landscape, and the importance of consistency and clarity in building credibility. 

Tom and Sarah cover:

• The early stages of Tom's career, and the moment he realised that writing and thought leadership could play a meaningful role in his development

• How he began positioning himself in the AI space before it really gained traction

• The shift from specialising in AI to becoming the person clients and government bodies actively seek out 

• How thought leadership has helped build a profile and generate new opportunities

• How to keep insights timely and build visibility in a fast-moving regulatory landscape

• How to encourage a culture of writing, collaboration and knowledge-sharing inside the firm

• Practical steps for lawyers looking to carve out a niche 

In this episode of the CMO Series Podcast, we’re joined by Kathryn Whitaker, Chief Marketing Officer at Burr & Forman, to explore how her leadership and strategic approach have adapted since her first appearance on the podcast back in 2022. 

Kathryn shares insights into how marketing supports opportunistic expansion, the shift toward outcome-driven metrics, and why mid-career attorneys might be the biggest missed opportunity in law firm growth strategy today.

Kathryn and Eugene discuss:

• Law firm growth through strategic scaling
• Lateral integration to build long-term success
• The importance of data-driven storytelling to inform decisions
• AI’s practical impact on efficiency and visibility
• The underleveraged investment in mid-career attorneys

In this episode of the CMO Series Podcast, Charlotte joins Will Eke to talk through that journey and the lessons she’s learned along the way.

Charlotte and Will cover: 

• Charlotte’s journey from big law to a regional role at Thomson Snell & Passmore, and the moment business development became her focus
• The biggest differences and similarities between a regional independent firm and a big law firm
• How to build a reputation that punches above its weight and delivers big law impact on a leaner budget
• The history of Thomson Snell & Passmore and how to strike the balance between heritage and keeping the brand modern and relevant
• How to compete with limited resources, where to focus investment, and what to leave off the table
• Key projects Charlotte is driving forward right now
• Advice for others trying to market a regional or mid-sized firm with limited resources

Kelley’s journey began as a litigator at Akin Gump, moving into public service as West Virginia’s Secretary of Commerce, and later serving as State Operations Director for Joe Manchin. Having been a private practitioner, a public servant, the client and the lawyer to the client, she brings a uniquely rounded perspective to her role at Jackson Kelly.

Today, she leads marketing and BD for the firm with a focus on clarity, confidence and doing more with less. She talks openly about defining the right target audiences, supporting lean teams and introducing new tools without losing lawyers along the way. Her leadership philosophy, shaped by years working with high-stakes decision-makers, is grounded in authenticity, accountability and lifting up the people around her.

Kelley and Alex discuss:

• How an unexpected career path from litigation to public office prepared Kelley for legal marketing
• The leadership lessons she learned working alongside figures like Joe Manchin
• Why confidence, tight messaging and clear audience targeting matter more than budget
• Her creative internal BD initiatives and associate-focused engagement
• How she builds non-traditional teams and bridges creative and legal cultures
• Practical advice for lean BD and marketing teams wanting to better support their lawyers

Thank you to our special guests for sharing their insights: Angela Pandolfo Roy, Chief Marketing Officer at Gibbons, Maura Brandt, Chief Marketing Officer at Crowell & Moring, Sarah Kempsey, Chief Marketing and Business Development Officer at Montgomery McCracken, Michael Huntsman, Chief Business Development and Marketing Officer at Bilzin Sumberg Baena Price & Axelrod, Phill McGowan, Founder of Phill McGowan Marketing, Alexandra DeFelice, Chief Marketing and Business Development Officer at Jeffer Mangels Butler & Mitchell LLP, Vanessa Crocetto, Chief Marketing Officer at Butzel, Douglas Gold, Chief Operating Officer at Mitchell Silberberg & Knupp LLP, Rebecca Wissler, Chief Marketing and Business Development Officer at Ice Miller, Danielle Wuschke Paige, Chief Marketing and Growth Officer at Nixon Peabody LLP, and Lindsey McReynolds, Chief Client Relations Officer at Schwabe Williamson & Wyatt.

Across the episode, they share how firms can build environments where collaboration truly thrives. Creating space for people to contribute, recognising effort, supporting new ideas and giving credit freely all strengthen teams and empower talent to grow.

Their reflections remind us that the most successful organisations are built on trust and a genuine willingness to lift others up. It’s a thoughtful and timely conversation for this season of gratitude.

Wishing you a wonderful Thanksgiving.

In this episode of the CMO Series Podcast, Alex Haidar talks with Jocelyn Brumbaugh, Founder of Builden Partners and legal marketing leader with experience at firms such as Foley & Lardner, Baker McKenzie, and Citadel. She shares practical, process-focused guidance to make marketing effective where it truly counts.

They discuss the skills legal marketers need to thrive, from earning attorney loyalty to influencing decisions with confidence and preparing the next generation to succeed.

Jocelyn shares:

• Her inspiring journey into professional services marketing and her own ventures
• The biggest gaps and challenges currently within legal marketing 
• Critical skills that junior marketers need to possess
• Her successful Spark Legal Marketing Masterclass
• Future opportunities to excel in legal marketing 
• Advice for CMOs on driving team growth 

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 of the firm’s expertise so they know what their colleagues actually do.

That’s where CrossPitch AI comes in. At a recent CMO Series event in London, Connor Kinnear unpacked the challenges, the opportunities, and how AI can help firms finally make cross-selling happen.

In this special edition of the CMO Series Podcast, Connor dives deeper into:

• The ongoing challenge of cross-selling, and why it remains so important

• How Passle’s CrossPitch AI helps firms connect the dots

• What’s behind the impressive engagement results clients are seeing

• How the new Cross-Selling Intelligence Map makes collaboration visible

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 

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

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 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

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

This session was moderated by our very own Alistair Bone, who was joined on stage by:

• Jeff Greenbaum, Managing Partner of Frankfurt Kurnit Klein & Selz
• Simon Malko, Managing Partner of Morris, Manning & Martin
• Meredith Williams-Range, Chief Legal Operating Officer at Gibson Dunn
• Carl Kennedy, Partner and Co-Chair, Financial Markets and Regulation at Katten

Jeff, Simon, Meredith, and Carl shared how effectively leveraging thought leadership has fueled their firm’s growth, elevated their personal brands, and empowered their lawyers to become thought leaders themselves.

This special episode covers: 

• How thought leadership fits into today's legal landscape and why it's significant
• The challenges to expect when getting your lawyers to create their own thought leadership
• Refreshing approaches to maintaining a dynamic and compelling online presence over the long term  
• Advice for firms that want to build successful thought leadership programs 

In today’s re-release episode, Gina Connell, Chief Marketing Officer at B P Collins, discusses the practical and strategic approaches to navigating the journey of AI within a firm. Gina breaks down how she led the charge of the firm’s AI policy, how firms can collaborate and use AI, and how to encourage people across the firm to engage with AI effectively. 

This episode covers: 

• Practical steps to effectively developing and communicating an AI policy
• How to bring the different areas of the firm up to speed on AI and its potential impact on their sectors. 
• What the AI journey looks like and what are the biggest opportunities for AI in legal marketing.
• Advice for marketers looking to stay ahead of the curve with AI in their firm.

On today’s episode of the CMO Series Podcast, Alistair Bone is joined by Laura Klysz, Chief Marketing Officer at Simmons & Simmons, who recently led the firm to a Drum Award nomination for their standout campaign, The Year Ahead 2025.

Laura shares how storytelling has become a powerful foundation of her legal marketing strategy - and how looking beyond the legal sector for inspiration can unlock new levels of creativity and thought leadership.

In this conversation, Laura takes us behind the scenes of The Year Ahead campaign, discussing the concept, the creative process, and the challenges faced along the way, including some surprising results. She also offers a sneak peek at what’s next and how she plans to sustain the momentum.

Laura and Ali explore:

• Her journey to becoming CMO and how it shaped her approach to storytelling
• Why storytelling is central to building a modern legal brand
• What law firms can learn from other industries about creativity and content leadership
• How The Year Ahead campaign was developed, launched, and brought to life with stakeholder buy-in
• The campaign’s internal and external impact - and the unexpected outcomes that followed
• Her strategy for evolving the campaign and keeping it fresh
• Practical advice for CMOs looking to embed storytelling into their marketing efforts

In today’s episode of the CMO Series Podcast, Charles Cousins is joined by Nicholas Barrows, Director of Marketing at Trowers & Hamlins, to discuss the evolution of AI, data and creativity in marketing and business development.

Nicholas shares his insights on how AI is transforming the professional industry, the journey of their data-driven campaigns like ‘Rethinking Regeneration’, and how professionals can blend AI, data, and human creativity to promote greater client engagement.

Nicholas and Charles cover: 

• How AI and data have changed the way professionals engage with their clients in marketing and business development, and where human creativity fits into this.
• How to leverage AI and automation to uncover new opportunities and drive business development efforts.
• The ‘Rethinking Regeneration’ campaign, and the roles technology and data-driven client engagement play alongside human creativity.
• The challenges of delivering the ‘Rethinking Regeneration’ campaign and how they were tackled.
• Advice for professionals looking to blend AI with creativity for better client engagement.

In this episode of CMO Series Digital Masterclass, Will Eke speaks with Chris Yates, Digital Marketing Manager at Bristows, where over 150 authors have published 900+ insights, driving more than 330,000 views.

Chris shares how Bristows has reimagined its approach to thought leadership, brought lawyers on board, and built an internal comms strategy that made it all work.

Will and Chris cover: 

• The platforms and thought leadership strategies Bristows used before Chris joined
• The turning point for Bristows in consolidating the firm's thought leadership platforms
• The steps to managing and streamlining the new strategy and platforms
• How to get lawyers engaged with the new process and the importance of key internal relationships in making the initiative successful
• The strategies used when implementing the adoption of Passle across the firm
• The feedback that has been received from lawyers and partners using Passle and the impact it has had on business development
• The future of the firm's thought leadership strategy
• Advice for getting lawyers on board with a central thought leadership platform 

In this episode of the CMO Series Podcast re-release series, Tracey Whyte, Director of Business Development and Marketing at Piper Alderman, speaks with Charles Cousins to share practical tips on the applications of AI that she has been using to drive the firm in the market. She also shares the challenges that come with applying AI and how she's navigating them.

Key highlights from this episode include: 

• Tracey’s journey to Piper Alderman
• The early steps to adopting AI
• The use of AI across the marketing and BD functions, and its purpose
• Advice on how to get the most from AI

In this second episode of the series, we look back at an unforgettable session from the CMO Series Live held in New York. Joe Green, Chief Innovation Officer, and Monica Rodriguez Kuniyoshi, Chief Marketing Officer of Gunderson Dettmer, took to the stage to discuss integrating generative AI into their team's expertise.

They cover:

• How they are leveraging AI
• The strategic decisions involved when using and implementing generative AI
• How to keep the human voice central to the firm while embracing the power of AI.

In this special episode, we look back at a memorable session from the CMO Series Live held in New York.

Alison Arjoon, the Chief Marketing and Business Development Officer at Fragomen, and Luke Ferrandino, who was the CMO at Paul Weiss and is now the Chief Business Development & Marketing Officer at Skadden, took to the stage to discuss how AI is ushering in a new era of collaboration within law firms. 

They cover:

• The role of technology and the challenges faced by both traditional and non-traditional law firms
• Strategies for effectively leveraging technology to streamline processes
• How AI contributes to project success and fosters a new way of collaboration 
• The evolving role of AI and its current and future impact

On today's episode of the CMO Series Podcast, James Barclay is joined by Wendy Bernero, Founder and Strategic Advisor at Yate Collaborative, who has over 30 years of experience in legal marketing and held Chief roles in firms including Baker McKenzie. Wendy discusses insights on how firms can deliver real value to their clients, the ways to maximise cross-selling and more. 

James and Wendy cover: 

• Wendy’s background in legal marketing and key learnings she's taken into her current role
• The strategies CMOs should implement and stay away from
• The reasons why firms should decide whether they want to be a solution provider or a talent agency
• The framework that Wendy uses to maximise cross-selling and the steps teams should take to make it successful
• The three actions every marketing and BD leader should do to improve their go-to-market strategy

In this episode of CMO Series Digital Masterclass, Charlie Knight is joined by Gareth Osborne, Managing Director at MRM UK, and John Riley, Head of Strategy. Together, they delve into the critical role of client experience, exploring how firms can unlock value by deeply understanding their clients' needs and motivations.

Gareth, John and Charlie Cover:

• The biggest considerations for law firms embarking on a website project, and where most go wrong 
• Guidance on how firms can identify when client experience should be a key focus 
• The "Discover, Define, Deliver" framework and how it helps to understand a firm’s unique challenges and opportunities to shape a website project
• How to assess both digital and human interactions within a firm and ensure these touchpoints are integrated throughout a website overhaul
• How to leverage digital platforms to drive sustainable growth by aligning technology decisions with long-term business goals
• Advice for CMOs who may need to focus on client experience when starting a website project 

In today’s episode of the CMO Series Podcast, Alistair Bone talks with not one but two solo marketers - Paige Pierce, Business Development & Marketing Manager at Ray Quinney & Nebeker, and Tiffani Mowry, Marketing and Attorney Recruiting Coordinator at Crowley Fleck. They discuss their insights, secrets and strategies to succeeding as a solo legal marketer.

Alistair, Paige and Tiffani cover:

• What their respective roles entail 
• The strategies and approaches to managing campaigns and initiatives as a solo marketer
• The importance of having full buy-in and the support from the firm's leadership
• The influential networks they lean on for support 
• The challenges of being a solo marketer and how to manage multiple priorities effectively
• Strategies to help manage receiving feedback
• Advice for other solo marketers or those heading up very lean teams

In today's episode of CMO Series Rainmakers, Olivia Backon is joined by two of the foremost voices in advertising and marketing law - Brinsley Dresden and Geraint Lloyd-Taylor, Partners and Co-Heads of Advertising & Marketing at Lewis Silkin.

Brinsley and Geraint are renowned for their engaging and insightful thought leadership. With a blend of wit and humour, they tackle key issues in the advertising world, from ASA decisions to new legislation. Through their writing and expertise, they’ve shaped industry conversations and built strong reputations within the legal community and with their clients by strategically leveraging thought leadership to enhance their personal and practice brands.

Brinsley, Geraint and Olivia discuss:

• How Brinsley and Geraint have built their reputations in the advertising and marketing law space, and the moment they realised the power of thought leadership in shaping professional reputations
• How writing and publishing regular insights helps establish authority and credibility in a competitive industry
• How they developed their witty writing style, and why this approach is essential for connecting with clients
• How to integrate thought leadership with other marketing strategies to enhance the client experience and broaden reach
• Examples of how thought leadership content has delivered tangible value to clients and generated new business
• The AdLaw Podcast Brinsley and Geraint host, and how that is contributing to the practice group’s credibility in the advertising law space
• Advice for others looking to build their personal, practice and firm brands through thought leadership

You can catch all the insights from Brinsley, Geraint and the team at Lewis Silkin, here. 

This year, CMO Series Live is set to be bigger and better, with another stellar lineup of speakers covering the hottest topics in legal marketing, from AI to cross-selling. 

On today’s episode of the CMO Series Podcast, Natsaha Sandamas joins us to share an exclusive look at what to expect from CMO Series Live 2025.

Natasha and Charlie cover: 

• An overview of what CMO Series Live is and highlights from last year
• This year’s line-up and the agenda
• Why CMO Series Live is a must-attend for Chief Marketing and BD professionals 
• How to register to attend

In today’s episode of the CMO Series Podcast, Will Eke is joined by Ian Ribald, Chief Marketing and Business Development Officer at Ballard Spahr, to discuss how legal teams can benefit hugely from taking a more holistic approach to their marketing and business development efforts. 

Ian and Will cover: 

• What Ian hopes to bring to his role and the surprises he's faced 
• How Ian’s approach to marketing and business development shifted after running previous client programs
• The importance of legal teams seeing clients from multiple perspectives
• Ian’s strategies for keeping everyone on the same page and motivated when taking a new approach, especially when it comes to buy-in
• How Ian encourages his team to understand the pressures of the different areas of the business as a way to build empathy and improve the client experience
• Advice for others looking to take a more holistic approach to legal marking and get their team on board

Our incredible guests discuss the importance of transparent paths to promotion, the significant impact of leading by example, and why creating a safe space for authenticity is crucial to fostering equality in the industry.

A big thanks to all of our guests for their generous contributions to this important conversation:

Amelia Calloway, Director of Marketing and Business Development, Morris Manning & Martin

Amanda Lindley, Director of Business Development, Thompson Coburn

Ashley Horne, Chief Marketing and Business Development Officer, Womble Bond Dickinson, US

Bonnelle Martin, Associate Director - Marketing and Brand, Baker Botts

Heather Reid, Chief Business Development & Marketing Officer, Miles & Stockbridge

Kim Lansdown, Director of Strategy and Marketing, Fladgate

Kelby Luther, Chief Business Development and Marketing Officer, Allen Matkins

Michelle Powell, Sr. Manager of Marketing and Business Development, Axinn

Rachel Watson, Director of Business Development, Client Development and Campaigns, Akin Gump Strauss Hauer & Feld 

Savannah Kirk, Public Relations and Communications Coordinator, Jones Walker

Stefanie Nastou, Chief Marketing Officer, AMS

We’re privileged to feature insights from influential women who share their personal journeys, the challenges they've faced, and the steps needed to accelerate gender equality in the industry.

In part one, our guests delve into the significance of female representation, the role of authenticity in leadership, and the profound impact women have in shaping change. Through their stories, we explore how women are not only excelling in their roles but also paving the way for future generations.

Thank you to all of our guests for their generous contributions to this conversation:

Emma Sosner, Head of Marketing at Spencer West Jeanne Hammerstrom, Chief Marketing Officer at Benesch Kate Fairweather, Director of Marketing & BD at Curtis, Mallet-Prevost, Colt & Mosle Lydia Martin, Director of Marketing & BD at Stewarts Margie Hinckley, Chief Marketing Officer Americas at A&O Shearman Mercedes Galindez, Head of Marketing at Slaughter & May Rachel Smith, Director of BD and Marketing at Cripps Laura Ottley, Chief Marketing Officer at Addleshaw Goddard

Stay tuned to hear more in part two of this special series.

In this episode of the CMO Series REPRESENTS Podcast, Yasmin Zand chats with Terra Davis, Chief Diversity & Talent Development Officer at Knobbe Martens. Terra joins the series to share her journey, why she started advocating for diversity, equity and inclusion, and the critical role of psychological safety in law firms.

Terra discusses the strategies and programs she is working on to drive change and innovation to create a safe and inclusive workplace where everyone belongs, as well as advice for others looking to promote psychological safety within their firms. 

Today on the CMO Series Podcast, James Barclay is joined by Joe Palermo, Chief Operating Officer at Crowell & Moring, and Greg Fleischmann, Director of Client Development at WilmerHale, to discuss the major shifts that are shaping the legal marketing profession for the next few years.

Joe, Greg and James cover: 

• The last 5 years in legal marketing and the biggest shift within the profession
• How the role of marketing is changing in law firms
• The challenges and opportunities of taking on more client-facing roles 
• How the role of CMO will potentially evolve in law firms in the next few years
• The key skills necessary for CMOs to thrive in 2025 and beyond
• How integrating AI tools can enhance client services and operational efficiency in legal marketing
• Advice for law firm leaders looking to adapt and equip their marketing and BD functions in the future

In this episode of CMO Series REPRESENTS, Yasmin Zand sits down Lynnette Espy-Williams, an Equity Partner and the Chief Diversity, Equity & Inclusion Officer at Cozen O'Connor. Lynnette, recognized as one of the Top 10 Most Influential Women in Diversity & Inclusion by The Chief Navigators Magazine, joins the series to share her journey as a diverse lawyer and the transformative experiences that have influenced her career.

The conversation explores the influential role of innovative marketing and mentorship and uncovers Lynnette's invaluable insights and practical advice on how to bring allies together to shape a future where inclusivity not only exists but thrives.

In this episode of CMO Series REPRESENTS, Yasmin Zand welcomes a leading role model who is paving the way in professional services marketing by highlighting issues related to color, culture, and leadership in law firms. 

Yasmin chats with Diana Lauritson, Senior Marketing and Business Development Manager at Hogan Lovells, to share her lived experiences, the role race has played in her career and how to raise the next generation of marketing leaders. Diana and Yasmin discuss: 

• How Diana came to her career in legal marketing and her current role at Hogan Lovells
• How being a woman of color impacted the way Diana moved forward as a Legal Marketer
• The pressures related to being one of the few women of color in senior marketing roles in law firms
• Programs that supported Diana and recommendations for the next generation of women of color in legal marketing to find support
• Advice for up-and-comers in the industry

In today’s episode of the CMO Series Podcast, Will Eke speaks with Kim Lansdown, Director of Strategy and Marketing at Fladgate, about how her unique journey from barrister to advertising professional informs her approach to legal marketing. 

Kim shares insights on Fladgate’s standout campaign with The Financial Times, the challenges of driving creative marketing within a law firm, and offers valuable advice for others aiming to leverage advertising strategies to strengthen their legal brands.

Kim and Will explore: 

• Kim’s unconventional career journey, from barrister to advertising and now heading up strategy and marketing at Fladgate
• The main differences she found coming into a law firm compared to working in advertising, and the immediate things Kim wanted to bring in and start working on
• Fladgate’s campaign with The Financial Times, and how Kim used her advertising skills to deliver it effectively 
• How to bring advertising to internal events to promote marketing’s work and vision for the firm
• The key principles or strategies from advertising that law firms could benefit from
• The main challenges to implementing more creative campaigns in law firms and how to overcome them
• Advice for others looking to use advertising strategies to build their law firm brands

In this episode of the CMO Series Rainmakers, Tom Elgar, Co-founder of Passle, is joined by Rohan Massey, Managing Partner at Ropes & Gray in London. Rohan, who leads the firm’s Data, Privacy, and Cybersecurity practice, is nearly a year into his role as Managing Partner. He has built a reputation as a thought leader, leveraging insight-driven content to drive success.

Listen in to explore how thought leadership has become a key component of Rohan’s success, its impact on his career progression, and how he’s professionalised the approach to thought leadership at Ropes & Gray.

Rohan and Tom discuss:

• The moment thought leadership became a key part of Rohan’s strategy for success
• Rohan’s approach to writing thought leadership, and the process he follows
• The importance of building an internal profile versus an external profile on the path to Managing Partner 
• The role of thought leadership in driving revenue generation for a law firm
• How to professionalise thought leadership and weave that culture into the fabric of the firm 
• The importance of ‘finding your voice’ when creating thought leadership and tips to guide your team 
• The one habit that has had the greatest impact on Rohan’s success with thought leadership and how others can adopt it

Recorded live in London, Will Eke is joined by Kate Fairweather, Director of Business Development and Marketing at Curtis, Mallet-Prevost, Colt & Mosle LLP, to discuss the power of podcasts and why law firms should include podcasting in their strategy. 

We explore Curtis’s podcast and how it’s supporting their recruitment efforts with the potential to drive business growth within the firm. We’ll also hear more about Kate’s podcast journey, her award-winning ‘Dogs with Jobs’ series which won the Podcast of the Year 2022, and why she’s championing podcasting in legal marketing. 

Kate and Will cover: 

• Kate’s background in podcasting and broadcasting and what drives her passion
• Why law firms should consider podcasting to reach their market
• The vision and aims of the On Tour with Curtis podcast Kate has managed and hosted 
• The progress of the podcast and the results that Curtis is seeing
• Curtis's podcast strategy and new podcast plans for the future
• Advice to other law firms looking to integrate podcasting into their marketing and business development strategies

Charles Cousins sits down with Louise Henkel, Director of Business Development and Marketing at Hill Ward Henderson, to discuss the success of their BD training program which Louise has led for the last six years. We’ll explore the impact the BD training program has had both internally and externally, in addition to how Louise has navigated through the challenges she has encountered and the future of BD at Hill Ward Henderson.

Louise and Charles cover:

• Louise’s background prior to working at Hill Ward Henderson and how that shaped her business development approach
• What the BD training program entails and how it has evolved in the last six years
• The importance of proactive business development in legal marketing and how attorneys have come to trust and embrace BD coaching
• The impact the BD training program has had at Hill Ward Henderson, internally and externally, and the success stories of the training program
• The challenges during the early stage of the BD training program and how those were overcome
• The future of BD at Hill Ward Henderson and the initiatives for 2025
• Advice for other BD and marketing leaders looking to implement a successful BD training program

In each episode, our esteemed guests reveal how they create and harness their unique insights to shape their firms’ success, influence the market, and, ultimately, drive revenue.

In this debut episode, Connor Kinnear sits down with Jeffrey Greenbaum, Managing Partner of Frankfurt Kurnit Klein & Selz, for an insightful conversation recorded live in New York. Jeff shares how his strategic approach to thought leadership helped FKKS’s blog achieve over 720,000 views.

Jeff dives into his strategies for maintaining a consistent and impactful thought leadership presence, how he’s integrated business development into his daily routine, and the successes he’s seen from a well-executed thought leadership strategy.

Charles Cousins sits down with Sarah Mitchell, former National Director of Marketing, Communications, and Digital Strategy at a leading Canadian law firm. Sarah shares key insights for how CMOs should prepare for the coming year, and the next 10 years and reviews the last decade in legal marketing.

Sarah and Charles cover:

• The marketing strategies and projects Sarah has delivered over the last 10 years
• The biggest changes in the industry over the last decade, and the ways law firms can be prepared to adapt for the next 10 years
• The evolution of technology and AI and the ways firms can leverage the tools available to differentiate themselves in the market
• The various strategies that will be pertinent moving forward
• The biggest barriers to success for legal marketing for the next 10 years
• Advice for marketing leaders looking to stay ahead of the curve in 2025 and beyond

Charles Cousins sits down with William McLaughlin, the Director of Marketing at McNees Wallace & Nurick, to discuss his experiences of BD and marketing in Southeast Asia, and how they compare to his work in the US. William shares his key strategies for driving BD success and ways to nurture client relationships across diverse markets.

William and Charles cover:

• William’s experience in Southeast Asia and how it shaped his BD and marketing approaches at McNees
• The differences and similarities between marketing and BD in Southeast Asia and the US 
• How William uses his key marketing and BD strategies from Thailand and adapts them for the US market at McNees
• The process of building meaningful connections and tools that help win business 
• The most effective ways to link internal systems for measurable ROI
• Advice for others looking to drive their BD success

In this episode of the CMO Series, Yasmin Zand talks with Jaclyn Braga, Director of Marketing and Business Development at Morse, and Jenny Hills, Marketing Operations Manager at Axinn, about the importance of MarTech for law firms. They discuss key tools and the challenges and opportunities that adopting these technologies opens up.

Jaclyn, Jenny and Yasmin Cover:

• Martech stacks and the tools their teams find most useful
• The roadblocks faced in adopting new tech, and how to overcome them
• How has Martech evolved in the legal industry, and which tools had the biggest impact in smaller mid-size firms
• AI’s role in Martech stack, and its influence on team strategy
• How to advocate for Martech upgrades and get buy-in from leadership
• How to measure success when it comes to Martech strategy
• Advice for others looking to optimize their efforts using Martech

Alistair Bone sits down with Brendan Delaney, Chief Brand Experience Officer at BAL, to discuss how his background in brand experience and marketing has shaped his approach to legal marketing. Brendan shares the insights he’s gained from transitioning into the CMO role within a law firm, the challenges he’s encountered along the way, and the innovative strategies he’s used to drive success. 

Brendan and Ali cover: 

• Brendan’s background and his journey to the Chief Brand Experience Officer role at BAL
• How Brendan has leveraged his experience from other industries to innovate within the legal sector
• Examples of fresh ideas Brendan has introduced at BAL and the value they’ve brought to the firm
• The key differences between legal marketing and marketing in other industries
• What law firms should consider when bringing someone from outside the legal industry onto their leadership team
• The benefits of hiring someone with experience outside the legal sector
• Advice for professionals transitioning into senior marketing roles from outside the legal industry

In this episode of the CMO Series Digital Masterclass, Sam Page sits down with Scott Rubenstein, Chief Client Officer of RubyLaw, to explore the critical role of content in law firm marketing, how it drives success, and where firms can enhance their strategies for better results.

Scott and Sam discuss:

• Why content is so important in legal marketing
• What the RubyLaw platform is and how it supports law firms
• The role content plays in the online presence of today's law firms
• Key statistics and usage data that demonstrate the importance of content
• The biggest challenges with succeeding with content
• The biggest wins on the table right now for law firms
• Advice for legal marketers looking to take a more effective approach to content

Erika and Charles Cover:

• The role local culture plays in a firm's marketing efforts and why it should be something marketers have on their radar
• Erika’s career journey and how she arrived at her current role
• Example of incorporating local culture into campaigns and initiatives 
• The impact of bringing local culture to that campaign
• Guidelines or points that others should follow to ensure that they are bringing their own local culture into their marketing efforts
• Advice for others who may not have as clear a culture as Hawaii
• Tips for those looking at their current campaigns and thinking about bringing their local culture to them

At the heart of this episode are the themes of networking and collaboration - our guests emphasize how building and nurturing relationships are key to success. They also discuss the importance of taking ownership of your career, highlighting how this proactive approach can drive growth and open doors.

A huge thank you to all of our wonderful guests for sharing their stories and wisdom:

• Michelle Fountain-Lee - Head of Business Development for the US and Latin America, Herbert Smith Freehills
• Jennifer Stokes - Senior Marketing & Business Development Director, Shipman & Goodwin - Senior Marketing 
• Barbara Bell Malin - Chief Business Development and Marketing Officer, Jackson Walker
• Diana Courson - Chief Marketing Officer, Wiley Rein
• Kate Pearch - Chief Strategy Officer, Morris Manning & Martin
• Malcolm Pobjoy - Executive Director, US Market Management, Osborne Clarke
• Kate Boucher - Chief Business Development Officer, Foley Hoag
• Lisa Cooms -  Director of Marketing and Business Development, Friedman Kaplan
• Brian Colucci - Chief Business Development & Marketing Officer, Kilpatrick
• Gina Carriuolo - Chief Business Development and Marketing Officer, Hinckley Allen

Wishing you all a very happy Thanksgiving.

They share their experiences, offering valuable insights on how embracing bold innovation and building respect and understanding are key to shaping the future of legal marketing.

Featured Guests: 

• John Eix - Director of Business Development and Marketing, Crowe Dunlevy
• Amanda Schneider - Chief Marketing and Business Development Officer, Epstein Becker Green
• William McLaughlin - Director of Marketing, McNees Wallace & Nurick
• Maura Brandt - Crowell & Moring, Chief Marketing Officer
• Erika Galarneau - Marketing and Business Development Manager, Cades Schutte
• Azeema Batchelor - Director of Business Development, Wiley Rein
• Kim Kaine - Marketing & Business Development Manager, Hawley Troxell
• Despina Kartson - Chief Marketing Officer, Baker Hostetler
• Lora Wegman- Marketing and Communications Director, Thompson Coburn
• Norm Rubenstein - Managing Director of Client Development, O'Melveny & Myers
• Cynthia Voth - Chief Client Officer, Miller Nash
• Jillian Kanter McKenna - Director of Marketing and Business Development, Verrill Law
• Suzette Bradbury - Director of Practice Group Marketing, Cozen O'Connor

Tune in to this Thanksgiving special for an inspiring conversation filled with lessons on the power of innovation, kindness, and mentorship in legal marketing.

• Beth Huffman - Director of Marketing, Nelson Mullins Riley & Scarborough
• Angela Petros - Global Chief Marketing Officer, Baker McKenzie
• Karen Morton - Chief Marketing Officer, Cleary Gottlieb
• Lauren Mistretta - Chief Communications Officer, DLA Piper US
• Rachael Schilling - Marketing & Client Services Director, Liscow & Lewis
• Carrie Hanna - Chief Strategy Officer, Gunster
• Johnyne Garcia -  Head of Clients & Markets, Dentons US
• Sivan Galinsky - Chief Marketing Officer, Barack Ferrazzano Kirschbaum & Nagelberg
• Lisa Simon - Chief Marketing & Business Development Officer, Holland & Hart
• Tiffany Zeigler - Chief Marketing Officer, Polsinelli
• Heather Morse - Chief Business Development Officer, McGlinchey Stafford 

Thank you to all our guests for sharing their gratitude, wisdom, and experiences. 

Stay tuned for part two, where more industry leaders join us to discuss their inspirations and the value of boldness in legal marketing.

In this conversation, we’ll delve into Halina’s unique journey, exploring the key lessons law firm marketers can learn from other industries. 

Halina and Will explore:

• Halina’s career journey to Chief Commercial Officer at IPH
• Why BD and marketing in law firms are “broken”, the core issues in legal, and how they differ from challenges in other industries
• How marketing and BD functions in law firms compare to those in other sectors, and what law firms can do to enhance the strategic impact of those functions
• The results of using unconventional methods like sales representation and what law firms can learn from these strategies
• The emerging trends or technologies that will drive change, and how law firms should adapt
• Advice for law firm marketing and BD leaders who want to adopt more disruptive and innovative tactics

In this episode, Charles and Sophie delve into the story behind Bird & Bird's comprehensive rebrand and the development of a scalable digital infrastructure designed to support their global teams. They discuss the importance of thought leadership, lawyer activation, and self-service tools in crafting a bold market presence.

Sophie shares her experiences and insights on managing large-scale projects, the challenges of implementing behavioural change across a vast network of 1,700 lawyers, and the strategies Bird & Bird employs to ensure their brand resonates with a human-centric approach.

Learn how Bird & Bird is leveraging technology to democratize data, enabling their lawyers to take charge of their personal branding and business development. Discover the synergies between various projects, including the Activator BD and sales training, and how they align with the firm's five-year strategic plan.

This episode is packed with practical insights and real-world examples of how a forward-thinking law firm is navigating the digital landscape to enhance its market presence. Whether you're in the legal industry or interested in digital transformation, this conversation offers valuable takeaways for building a world-class digital presence.

Charlie Knight welcomes Karen Wilcox, former Head of Marketing at Taylor English and previous Marketing Director at Kilpatrick to the CMO Series Digital Masterclass. With a foundation in Big Four consulting, Karen now leads as President of Marketing Speaks, bringing years of expertise in driving effective digital marketing strategies.

Join us as Karen shares her unique insights on how firms can develop and implement impactful digital marketing approaches with a lean team. She’ll offer best practices and actionable advice for firms of all sizes looking to make a big impact with streamlined resources.

Karen and Charlie explore:

• The starting point for implementing a digital strategy with limited resources
• The most important questions you should ask your digital partners to ensure they're the right fit for your team
• The key to building effective relationships with your digital partners
• What success looks like and real-life examples of effective campaigns and initiatives
• Advice for CMOs looking to build a world-class digital presence with a small team

In today’s episode of the CMO Series Podcast, we dive into a new approach to thought leadership, one designed to maximize its strategic business impact.

Ed Lovatt sits down with Jeff Berardi, former Chief BD and Marketing Officer at Arnold & Porter, CMO at K&L Gates and Ankura, and now a marketing consultant at Berardi Consulting, to discuss his 7-step model for driving business value through thought leadership.

Jeff and Ed cover: 

• Why marketers and BD professionals need to look at thought leadership differently, and why they should sit up and pay attention to this 7-step model
• Jeff’s career journey and the moment he realized thought leadership could be done more effectively
• A run-through of the 7-step model
• Real-life examples that demonstrate the effectiveness of the approach 
• Advice for those thinking of tackling thought leadership in this new way

You can read more about Jeff’s 7-step process in this LSSO article. 

In this episode of the CMO Series Digital Masterclass, Charlie Knight is joined by Amanda Schneider, Chief Marketing and Business Development Officer at Epstein Becker Green. With 20 years of law firm leadership experience, Amanda discusses how CMOs can effectively balance integrating a firm’s overall brand strategy with the individual brands of its attorneys online.

Amanda and Charlie Cover:

• How firms balance between their law firm brand and the brands of their individual attorneys
• How firms bring the personal brands of attorneys into the overall strategy
• The role of thought leadership in building personal and legal brands
• How the different practice areas and their brands work within the firm's overall brand
• Measuring the effectiveness of a brand and its impact from both an individual and firm perspective.
• Amanda’s top tip for marketing BD leaders looking to take a more integrated approach to building their online brand

Eugene McCormick set the stage for an engaging discussion with Alison Arjoon, the Chief Marketing and Business Development Officer at Fragomen, and Luke Ferrandino, the Chief Marketing Officer at Paul Weiss. Together, they explored how AI is ushering in a new era of collaboration and transforming the Business Pyramid.

Alison, Luke and Eugene Cover:

• The role of technology and the challenges faced by both traditional and non-traditional law firms

• Strategies for effectively leveraging technology to streamline processes

• How AI contributed to project successes and fostered a new way of collaboration 

• The evolving role of AI and its current and future impact 

In this episode, we discuss the biggest challenges firms face when drafting an RFP, the importance of involving technical experts early on, and how to approach a project with a clear understanding of both functional and non-functional requirements.

If you're a CMO planning a website overhaul, stay tuned for actionable insights and expert advice on how to set your project up for success from the very start.

No one is better equipped to delve into this topic, in today’s episode, Will Eke is excited to welcome Laura Ottley, Chief Marketing Officer at Addleshaw Goddard, to the CMO Series Podcast.

Laura has played a pivotal role in redefining Addleshaw Goddard’s approach to client engagement. She joins the series to share her leadership journey, the innovative campaigns that have set the firm apart, and discuss how embracing a client-shaped philosophy has transformed both their external impact and internal team culture.

During their conversation, Laura and Will cover:

• Laura’s career path and the steps that led her to the CMO role at Addleshaw Goddard
• Her main priorities upon joining AG in 2020, including the goals and challenges she set out to address from day one
• The moment she recognised the importance of being 'client-shaped' and how she embedded this perspective throughout the firm
• The standout creative campaigns Laura has led and how she ensured they genuinely resonated with clients
• The ripple effects of client-focused initiatives, both in terms of market impact and the influence on internal stakeholders and team dynamics
• Practical advice for fellow CMOs looking to adopt a more client-shaped approach within their own organisations

Julie, working alongside Duncan, has just unveiled Axinn's new brand and website and joins the series to share her insights on the entire journey, from setting the project's scope to managing change within the firm. Duncan shares his perspective as a partner in the process, revealing some of the secrets to successfully delivering a legal rebrand that aligns with the organization’s goals.

Julie, Duncan and Charlie Cover:

• Julie’s decision to deliver a full rebrand and how it was necessary in building a strong digital presence
• Duncan’s insights on what the discovery phase of a rebrand looks like and how to successfully identify the technical elements required 
• How to align a law firm’s brand strategy with its business goals 
• How Julie engages partners and manages the change process effectively
• The role thought leadership plays in a law firm rebrand and when should CMOs consider it
• Julie’s plans to leverage the new brand in the firm’s business development efforts

You can check out Axinn’s new brand and website here. 

Iris shares her insights on how fostering proactivity and accountability within the firm can drive positive change and make an impact both inside and outside the firm. 

Iris and Ali Cover:

• The importance of standing out for marketers and BD professionals  
• Iris’s journey to her current role at Akerman and how she takes accountability for results 
• The meaning of positioning yourself to have a positive impact and tips on how to achieve it
• Why marketing and BD need to be better at self-promotion with examples of how to improve
• How to overcome the fear of the unknown and get out of your comfort zone
• Iris’s advice for those looking to take accountability and have an impact

John and Will cover: 

• How the approach to events at Abel + Imray has evolved since John joined the firm
• Why law firms need a more strategic approach to events to support business development
• How to balance attorneys' requests for BD support with the need for a unified events strategy and align budget and resources
• How to align events with business development goals and what the ideal process looks like from a BD perspective
• Advice for others looking to take a more BD-focused approach to conferences and events

Kelly Harbour, Chief Business Development Officer at Goulston & Storrs, and Terra Liddell, Chief Marketing Officer at Finnegan teamed up to deliver a best practice session on how to standardize data as part of their marketing and business development strategy.

Together they share their individual approaches to turning data into a strength for their respective firms and how to get started on the journey. 

Recorded live at CMO Series Live in New York this summer, the episode delves into how Joe and Monica are leveraging AI, the strategic decisions involved, and how they’re ensuring the human voice of their brand remains central while embracing the power of AI.

Listen in for best practice advice on using generative data for marketing and BD and tips on balancing automation with authenticity.