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:

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:

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:

Live from the Lex Mundi Americas Regional Marketing and Business Development Roundtable in Denver, this special episode of the CMO Series Podcast dives into Cross-Selling in Practice.

Ali Bone is joined by Susan Lee Hollender, Chief Growth Officer at Michael Best & Friedrich, to explore how firms can move from intention to action.

Drawing on insights from Passle’s AI & Cross-Selling Report 2025, the conversation unpacks what’s working across the Lex Mundi network, the barriers that hold firms back, and what clients truly want to see.

From building trust and awareness to proven approaches and success stories, Susan and Ali discuss the practical lessons and ideas for how firms can make cross-selling easier and more impactful.

In an industry where tradition often outweighs transformation, building trust and influence is the foundation for earning long-term credibility and needs to start from within.

In today’s must-listen episode of the CMO Series podcast, Eugene speaks with Jennifer Stokes, Senior Director of Marketing and Business Development at Shipman & Goodwin, to explore her long-awaited insights into the importance of earning trust and credibility internally.

With nearly two decades at the firm, Jen brings a unique perspective on what it takes to earn trust in a legacy-driven law firm. From navigating leadership dynamics to championing the role of marketing at the strategic table, Jen has played a key role in reshaping how BD and marketing are perceived and prioritized.

Eugene and Jennifer cover:

Cross-selling remains one of the biggest growth opportunities for professional services firms, yet cultural silos, lack of trust and missed client insights mean many struggle to get it right.

Join this panel of professional services marketing and BD leaders as they unpack the biggest challenges and opportunities in cross-selling today.

Recorded live in London, Will Eke hosts Sadie Baron (Interim CMO, TLT), Barney O’Kelly (Head of Solutions & Product Marketing, AlixPartners), Peter Skinner (BD & Marketing Director, Wedlake Bell) and James Davidge (Head of Origination, Taylor Wessing) as they dive into the pitfalls of cross-firm collaboration, the growth opportunities within reach, and the tools and techniques shaping a culture of cross-selling.

They discuss:

The art of storytelling is becoming an increasingly vital tool for law firms to form strong client relationships through personal connections, ultimately encouraging natural collaboration to rise above competitors.

Today, Alitia Faccone joins Will Eke on the CMO Series Podcast to share exactly how to incorporate successful storytelling into legal marketing. From acting school to law school to leading business development at Jackson Lewis, Alitia Faccone has built a career leveraging the power of storytelling. 

In this episode, we’re going to dive into how data, creativity, and a ‘professionally personal’ approach to content are helping the firm connect with clients in more meaningful ways, and what’s next as storytelling, data, and technology converge in legal marketing.

Alitia and Will discuss:

Executing an effective thought leadership strategy is essential in professional services marketing, yet many firms continue to struggle. By understanding and implementing the right approaches, firms can not only cut through crowded markets but also build lasting credibility.

In today’s episode of the CMO Series Podcast, Charlie speaks with a former guest on the series, Phill McGowan, who has led marketing and communications at top law firms including Jenner & Block, Crowell & Moring, and Reed Smith. Now, through his consultancy, Phill McGowan Marketing, he helps firms deliver impactful, data-driven campaigns.

Phill joins us today for a masterclass in building successful thought leadership campaigns, from distinguishing between flagship Capital “C” campaigns to more agile, lower-case “c” initiatives. We’ll also explore how to navigate shifting markets, secure leadership buy-in, and create content that stands out.

Phill and Charlie dive into:

Boutique firms are continually finding new ways to stand out, tackle significant cases, and make a lasting impact. 

In today's episode of the CMO Series Podcast, Eugene McCormick welcomes Anne Kunkel, the Chief Marketing Officer at Redgrave. Anne joins Eugene to discuss how boutique firms consistently go above and beyond, sharing her insights on building an agile team, navigating new technologies, AI, and regulations, and successfully driving strategy through to action. 

Anne and Eugene explore: