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The must-listen podcast for professional services marketers, featuring conversations with leading voices in business development and marketing across the sector.
Each episode explores practical strategies for building authentic visibility, improving effectiveness, and unlocking new growth opportunities in a changing market.
Produced by Passle, the platform behind the Thought Leadership Suite and CrossPitch AI, built to power thought leadership and cross-selling for the world’s leading professional services firms, including Ropes & Gray, Linklaters, Quinn Emanuel and many more.
Find out more at passle.ai.
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The most effective legal marketing today is designed to be useful, not just visible. Firms that are seeing real results are building targeted campaigns that connect insight directly to client need and, ultimately, to revenue.
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
The smartest PR strategy for law firms isn’t creating more content, it’s repurposing existing expertise and turning that powerful thought leadership into media opportunities.
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
To mark International Women’s Day 2026, Part two of our special episode of CMO Series REPRESENTS brings together senior leaders from across the legal sector to focus on one thing. How firms turn intent into action for women in law.
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
To mark International Women’s Day 2026, CMO Series REPRESENTS returns with a powerful conversation on leadership, equity and action in legal marketing.
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
Building that long-term leverage can be difficult with short bursts of visibility. You need to consistently show up, make yourself known, and build relationships before you need them.
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
In this episode of the CMO Series podcast, we're joined by Doug Gold, Chief Operating Officer at Mitchell Silberberg and Knupp to explore what that means in practice.
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.
True innovation in law firms goes beyond AI. It's rooted in humanity, with the people and process creating true client 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
Most law firms pitch a lot. Far fewer pitch well. And that gap represents one of the biggest missed growth opportunities in the legal market.
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
Building a book of business isn’t about being perfect or staying invisible, it’s about being consistently authentic and recognizable long before clients even need you.
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
A consistent client experience doesn’t start with clients. It begins with strong internal alignment throughout the firm, built on trust, collaboration, and a proactive culture.
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
Standing out in a crowded market increasingly depends on carving out a clear niche and owning it with confidence.
In this episode of CMO Series Rainmakers, Sarah Strachan is joined by Tom Whittaker, Director and Head of AI (Advisory) at Burges Salmon, to explore how lawyers can build authority by becoming the go-to voice in an emerging area. Tom shares how an early interest in writing evolved into 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
Law firms are no longer operating in a period of stability; they require momentum. Marketing leaders are expected to evolve alongside the business, retrofitting strategy around lateral growth, proving value through data, and guiding attorneys who are neither new nor at the top.
In this episode of the CMO Series Podcast, we’re joined by Kathryn Whitaker, Chief Marketing Officer at Burr & 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
What does it take to modernise a 450-year-old law firm without losing the legacy that makes it iconic? Charlotte Eberlein, Head of Marketing and Business Development at Thomson Snell & Passmore, has spent over a decade answering that question in real-time. She has built a business development culture from the ground up, brought PR in-house, and helped the firm deliver big law impact on a regional budget.
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
Driving business development in a mid-sized regional firm is rarely about large budgets. It’s about sharp strategy, creativity and the ability to make every action count. In this episode of the CMO Series Podcast, Kelley Goes, Member and Chief Marketing and Business Development Officer at Jackson Kelly, joins Alex Haidar to share how her unconventional career path has shaped her bold, practical approach to legal marketing and BD.
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
For this year’s Thanksgiving edition of the CMO Series Podcast, we bring together an outstanding group of legal marketing leaders to reflect on the people and practices that have shaped their careers. What emerges is a clear and compelling message about the importance of trust, collaboration and shared generosity in building strong marketing teams and firm cultures.
Thank you to our special guests 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.
If you’re a law firm marketer, you know the pressure of balancing attorney demands, limited resources, and the need to stay genuinely strategic. The job is more than execution. It requires sharp prioritization and a steady, trusted voice over time.
In this episode of the CMO Series Podcast, Alex Haidar talks with Jocelyn Brumbaugh, Founder of Builden Partners and legal marketing leader with 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
Most law firm CMOs agree that cross-selling is the fastest and most cost-effective way to grow law firm revenue. Yet, our latest research shows that 84% of law firms are missing out on these opportunities.
The biggest barriers to cross-selling success are awareness and trust. Lawyers need the confidence to refer work which requires trust across teams, and they need visibility into the full scope 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
Making an impact in business development isn’t about following a script; it’s about finding what works, what doesn’t, and where you can really move the needle. Through the power of listening and successful automation strategies, important client relationships can be strengthened.
Today on the Passle CMO Series podcast, Charles is joined by Charlotte Watt, Head of Business Development at Brabners, to hear about her journey from the British Army to BD in the legal sector, and how her early career experiences shaped her people-first and results-driven approach.
With nearly two years at the firm, Charlotte shares many key insights that she has learned along the way. From navigating the challenges of stepping into law to developing practical initiatives involving structure, coaching and human touch.
Charlotte and Charles discuss:
Charlotte's unique journey into Business Development
The initial challenges she faced in her role
How she used early career experiences to help her succeed
Approaches to avoid in the initial phases
Recommendations and initiatives to successfully engage with clients
Implementing a seamless Content Management System that is able to grow alongside the firm in the long-term should be a top priority within law firms digital strategies. Through extended team collaboration, firms can create a shared vision for suitable future marketing technology, ensuring flexibility and scalability, while also boosting efficiency and SEO.
Today on the Passle CMO Series Digital Masterclass Podcast, we’re diving into CMS for the legal sector, a crucial part of a firm’s marketing and business development toolkit.
Carrie Dyer, Digital Account Director at Appius, a company with deep experience in the legal market, with clients including Freshfields and Ashurst, joins us to discuss how firms can choose the right CMS.
Carrie shares her insights on:
Appius’ experience and high reputation within the legal market
The critical importance of creating an effective CMS
Various main CMS platforms and their different offerings
The key factors and processes to consider when selecting a CMS
Common pitfalls many firms continue to face
Her expert takeaways for implementing a successful CMS
Live from the Lex Mundi Americas Regional Marketing and Business Development Roundtable in Denver, this special episode of the CMO Series Podcast dives into Cross-Selling in Practice.
Ali Bone is joined by Susan Lee Hollender, Chief Growth Officer at Michael Best & Friedrich, to explore how firms can move from intention to action.
Drawing on insights from Passle’s AI & Cross-Selling Report 2025, the conversation unpacks what’s working across the Lex Mundi network, the barriers that hold firms back, and what clients truly want to see.
From building trust and awareness to proven approaches and success stories, Susan and Ali discuss the practical lessons and ideas for how firms can make cross-selling easier and more impactful.
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