Passle CMO Series Podcast

Episode 108 - Deborah Ruffins of Perkins Coie on the Lead-to-Work Revenue Mindset

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Every CMO in professional services approaches their role from a unique perspective.


On today’s episode of the CMO Series Podcast, we welcome a guest to discuss an area of focus that we’re yet to explore in detail, and that’s how to develop a revenue mindset in legal marketing. 

Alistair Bone is very lucky to welcome Deborah Ruffins, Chief Marketing Officer at Perkins Coie, who joins the podcast to share how a revenue mindset and approach can enable marketers to become central to the growth of their firm.

Deborah and Ali discuss:

  • Deborah’s career journey to her current role and why a revenue-generating mindset was central to that journey
  • What it means to be revenue focused and why it is something that marketers in law firms need to adopt
  • The moments in Deborah’s career that shaped her focus on revenue 
  • What being revenue minded means for the team in practice
  • The resources and infrastructure essential to this approach
  • Advice for others trying to be more revenue focused in their roles

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