Across the legal industry, firms are seeing the increasing need for a professional and high-performing business development function.  Today on the CMO Series Podcast, Cam Dobinson is joined by Hugo Peña, Director of Business Development at Gonzalez Calvillo, to discuss the change he has witnessed throughout his career and what the formalization of legal BD means for firms and business development professionals. Hugo and Cam discuss: What "formalizing legal BD" means and why it is something that those in BD & marketing roles should be aware of How this trend is playing out differently in Latin America and what can others learn from what is happening in the industry  The ideal role and structure of BD teams in a modern firm and how they are organized The distinction between marketing and BD as well as lawyers and BD Key challenges or focus points that have arisen as part of the formalization of BD Advice for aspiring BD leaders looking to formalize their BD approach 

Ensuring that clients align with a firm's values is vital for a successful legal rebrand. Actively listening to clients, crafting compelling brand narratives, and fostering a cohesive firm culture, all contribute to a brand that resonates and reflects a firm’s long-term strategic direction. Today, Will Eke has the pleasure of speaking with Noni Garratt-Wall, Head of Marketing at Charles Russell Speechlys, about her journey through the rebranding process as she joins the CMO Series Podcast. Will and Noni discuss:  The reasons behind the rebrand and how the  process began The importance of timing and the impact on the success of the project The key starting points of the rebrand, and the core messages that were essential to the new brand narrative and positioning The main challenges or roadblocks along the journey How to get buy-in from the partnership and manage the feedback process  How to launch the brand internally and embed it across the firm Advice for any legal marketers embarking on a rebrand

Developing an effective bid strategy is key to the success of any legal business development function, yet the process often goes into a black box and isn’t fully leveraged by firm leaders. On this episode of the CMO Series Podcast, Will Eke is joined by Deborah Fleming, Marketing & Business Development Director at Walker Morris, to discuss the critical role of a winning bid strategy and its impact on marketing and BD.  Deborah and Will explore: Deborah’s career journey to her current role at Walker Morris How bid experience can set you up for success in legal BD and the transferable skills it can offer What the bid process looks like end-to-end What success looks like when working on a winning bid strategy How to get lawyers and other firm members on board with the approach Walker Morris’s newly launched website for GCs, and how it came about What the landscape looks like for bids and where Deborah sees it going in the future Advice for marketing leaders looking to create a winning bid strategy and advice for those considering a move into bids

The role of Communications is the linchpin of effectively managing a law firm’s brand and reputation, not to mention being a key player in the development and success of a firm’s culture.  Today, Will Eke is lucky to welcome Allan Schoenberg, who is celebrating 3 years as Chief Communications Officer at Vinson & Elkins, to the CMO Series Podcast to discuss his unique career journey, and the pivotal role communications plays in today’s firms.  Allan and Will discuss: Allan’s career journey to his current role as Chief Communications Officer at Vinson & Elkins  The work dynamic he has with the Chief Business Development Officer and Chief Innovation Officer and the key to working together successfully How the role of Communications in law firms is evolving, and how the landscape has changed The key projects Allan wanted to get started on when he joined the firm How to demonstrate the value you're bringing through Communications to the managing partners and wider firm The greatest achievements in the role so far Advice for Communications professionals working within law firms  

While remote and hybrid working has become the norm for many, establishing real human connections can be a challenge. Creating a culture of meaningful connection and collaboration in a law firm requires intention.   Eugene McCormick is lucky to welcome someone who has not only created a culture of human connection within the legal marketing and BD team, but across the entire firm and multiple geographies. Melodie Tilley, Chief Client Development Officer at FordHarrison, joins the CMO Series Podcast to share her insights on how to do it effectively.   Melodie and Eugene discuss: The point in Melodie’s career she realized the importance of human connection and creating a culture that enables that to happen  How to successfully run internal and external events that build connections and collaboration  The challenges and barriers to success in getting those events off the ground How physical events align with content strategy and other marketing and BD activities How coaching programs are helping foster human connections across the business The impact on the marketing team and the wider firm  Advice for other marketing and BD leaders looking to create more opportunities for human connection in their firm    

On this episode of the CMO Series REPRESENTS Podcast, Yasmin Zand is lucky to sit down 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. 

The Business Development function is becoming more professional and more valued by services firms, but there is still a need to modernise and bring global teams together to develop best practice approaches. On today’s CMO Series Podcast, Charles Cousins welcomes Karen Snell, Chief Business Development & Marketing Officer at Kennedys to discuss how she and her team are becoming more effective as a modern global BD function. Karen and Charles discuss: Why modernising and globalising a BD function is something Marketing & BD leaders should be thinking about How Karen came to her role at Kennedys, and when she realised that modernising and globalising the function was needed How to decide the priorities and what the focus is at this stage of the project The approach for incorporating data and client feedback How to ensure consistency and best practice across global regions that is recognisable across the firm What success looks like for the next 2-5 years Advice for marketing leaders wondering how they can build a more modern and effective BD function

Every law firm is at a different stage of professionalizing its approach to business development. Today, Will Eke has the pleasure of talking to Nicole Miles the Chief Clients & Markets Officer for Dentons Canada Region, to find out what it takes to build an effective, globally-minded approach to legal business development. Nicole and Will discuss: The importance of BD in today’s firms and what is driving that How Nicole came to her role at Dentons and how the role and approach to Legal Marketing and Business Development have progressed throughout that career journey Denton’s Global Growth Program and the goals for that initiative The biggest changes that clients and firms need to make to see the value of marketing and business development How to tailor the BD approach to suit a unique structure and the opportunities and challenges that arise from that Advice for marketing leaders wondering how they can build a more modern and effective BD function

In a people-driven business like a law firm, talent isn't just important—it's the linchpin for success. In this episode of the CMO Series, Eugene McCormick sits down with Sona Spencer, Chief Legal Talent Officer at Troutman Pepper, to explore her crucial role as a talent advocate and how talent becomes the driving force behind the firm's commercial achievements.   Sona and Eugene discuss: How Sona came to her role at Troutman Pepper and the moment in her journey she realised how critical talent was to the success of the firm The scope of Sona’s role as Chief Legal Talent Officer and how it connects to other functions such as HR The main challenges facing talent within law firms and the key considerations including DEI and generational differences  How to go about building a strategy for talent that will lead to success for the firm and its people How the recent merger of the firm affects Sona’s role in the short and medium-term The essential tools and skills of a talent officer Advice for others looking to advocate for and unlock the potential of the talent at their firm  

Marketers and Business Development professionals are crucial to the success of a law firm's strategy, yet for many, the way firms create their strategy remains a mystery.  On this episode of the CMO Series Podcast, Alistair Bone welcomes Brie Leung, Chief Strategy Officer at Much Shelist, to help demystify the strategic planning process and discuss the role of a Chief Strategy Officer in designing and executing an effective law firm strategy. Brie and Ali discuss: How a law firm strategy happens and the steps to creating one How Brie came to her role as Chief Strategy Officer, and the moment she realized she was able to add real value to a firm The ‘design process’ and why Brie refers to it in that way The definition of an effective strategy How to start implementing a strategic plan The process of keeping to the plan in the medium to long term How to tell if you are successful with a strategic plan Advice for those trying to improve the way their firm designs and executes a strategy  

The Diversity, Equity and Inclusion landscape is ever-changing, but there is one critical aspect that is often overlooked - accessibility.   On this episode of CMO Series REPRESENTS, we are honoured to speak with Tim Dixon, Head of IT Architecture at Intertek, who has expertise in driving business value through Enterprise Architecture and a deep personal commitment to advocating for accessibility, particularly for people living with sight loss. Tim joins the series to share his sight loss journey, discuss the opportunities for marketers to solve the challenges he has experienced first-hand, and offer his guidance for those looking to up their accessibility game. 

The pursuit of an equitable and inclusive workplace is high on the agenda for most firms. Today, we shine a spotlight on Baker Donelson, a firm committed to redefining industry standards with its Women’s Initiative program. Yasmin Zand has the honor of welcoming Danielle Smith, the Women's Initiative Manager at Baker Donelson to the series to share her personal experiences that have fueled her commitment to fostering diversity and inclusion. Join us as we take a deep dive into the innovative programs and progressive family policies implemented by Baker Donelson, exploring how they are breaking new ground and setting a powerful example for the legal profession.

On our recent CMO Series Webinar Will Eke was delighted to be joined by Michael Rynowecer, President of BTI Consulting Group to delve into their insights on CMO mobility and the opportunities for law firms and marketers in today’s climate.  A summary of the session, along with the video recording, is available here. During the Webinar, Michael and Will explored:  The background to BTI’s research on CMOs The ‘stand out’ findings AND the current state of play for CMOs in the legal industry The most surprising insights The key differences between US and UK markets The reaction from CMOs who have seen the research The impact for CMOs, from their careers to their day-to-day What law firms should be doing differently to retain their talent The main opportunities for CMOs in today's market  

Legal business development has its best practices, yet every firm is different. An effective approach to BD is one that fits the firm, its people, and its clientele. Today on the CMO Series Podcast Cam Dobinson is lucky enough to sit down with Emily McKeown, Business Development Director at Godfrey & Kahn to talk about how to build an authentic and effective approach to Business Development that fits your market and people. Emily and Cam explore: What an effective Business Development approach is and why it should fit the clients and the firm Emily’s journey to her current role  How to ensure that Business Development happens in a way that clients respond to positively How the firm engages in its own Business Development, and how it tunes the approach to do that The conflict between what clients expect from Business Development and what the firm is able to deliver Managing the challenge of scale with the approach to Business Development How to measure and report on success when it comes to Business Development Advice for those trying to build a more authentic and effective Business Development capability in their firm

Earlier this month, we were lucky enough to be invited to LMA Southeast's Annual Conference. What better way to join in the spirit of LMA and drive the knowledge sharing that makes it such a powerful network than bringing a live episode of our own Passle CMO Series Podcast. This episode of the podcast is brought to you live from that conference and we've chosen a special topic and guest for this CMO Series first. Join Eleanor Smith, Chief Client Officer at Barnes & Thornburg and Alistair Bone, Vice President at Passle as they take a deep dive into moving your marketing from transactional to strategic.  They cover the key elements of building a more valuable and valued marketing career: - Being proactive in positioning the firm and its attorneys - Understanding your clients and communicating challenging concepts to the market - Using data to drive better outcomes and position marketing as a strategic advisor

Join us as we celebrate this Thanksgiving season with our wonderful CMO Series community.  We’re lucky to be joined by some of the world’s top Marketing and Business Development leaders in the legal industry. From the mentors and leadership to peers, networks, and loved ones, we hear about all the influential people who have supported our guests on their career journeys as they share their gratitude on this very special episode.   Thank you to all of our illustrious guests for coming on board: Alison Swenton Arjoon, Chief Marketing and Business Development Officer at Fragomen, Alison Janzen, Director of Marketing and Business Development at Torkin Manes, Andrew Laver, Chief Marketing and Business Development Officer at Porzio, Bromberg & Newman, Courtney Beauzile, Head of Marketing, Business Development and Communications at Robins Kaplan, Courtney Carter, Director of Diversity, Equity, and Inclusion at Jenner & Block, Dawn Longfield, Chief Marketing Officer at Davis+Gilbert, Emily McKeown, Business Development Director at Godfrey & Khan, Emily Rogers, Chief Marketing and Business Development Officer at Norton Rose Fulbright, Erica Roman, Chief Marketing and Business Development Officer at Cole Schotz, Jay Linder, Director of Communications at Cadwalader, Wickersham & Taft, JeanMarie Campbell, Head of Client Development for North America at Baker McKenzie, Jessica Grayson, Director of Practice Management & Lateral Growth at Stradley Ronon, John Eix, Director of Marketing and Business Development at Crowe & Dunlevy, Julie Chodos, Chief Marketing and Business Development Officer at Axinn, Justin Portaz, Chief Marketing and Business Development Officer at Jenner & Block, Maggie Watkins, Founder of Maggie T. Watkins Consulting, Terra Davis, Chief Diversity & Talent Development Officer at Knobbe Martens, Tom Helm, Chief Marketing Officer at Smith Gambrell Russell, and Trish Lilley, Chief Marketing Officer at Thompson Coburn. From all of us here at Passle, have a very happy Thanksgiving!  

The path in legal marketing and business development is diverse, and shaped by the size, culture, and ambitions of the firm. Today on the CMO Series Podcast, Charles Cousins has the privilege of talking to an experienced professional who is bringing a wealth of marketing and BD expertise from various professional service backgrounds to a regional firm.  We welcome John Eix, the Director of Marketing and Business Development at Crowe & Dunlevy, to the series to share his journey and insights on making an instant impact in a regional law firm. John and Charles explore:  John’s career journey to his role now at Crowe & Dunlevy The first priority and the instant impact projects John’s working on now at the firm The differences between working in a mid-size regional firm compared to the larger firms, and how to leverage your team and resources to compete The team approach and examples of how that has made an impact from a business development perspective What’s next for Crowe & Dunlevy to generate more quick wins and successes Advice for marketers and BD Professionals climbing the ladder on how to make an instant impact in their role

In the latest episode of the CMO Series REPRESENTS Podcast, we delve into the critical mission of creating a safe and supportive environment for nurturing talent, a top priority for many firms. However, the task of devising effective strategies to foster a culture of allyship and empower diverse lawyers to achieve success is more challenging than it may seem. Join us as Yasmin Zand welcomes Lynnette Espy-Williams, an Equity Partner and the Chief Diversity Officer at Cozen O'Connor to CMO Series REPRESENTS. Lynnette, recently named one of the Top 10 Most Influential Women in Diversity & Inclusion by The Chief Navigators Magazine, joins the series to share her personal journey as a diverse lawyer and the transformative experiences that have influenced her career. During this episode, we explore the influential role of innovative marketing and mentorship while delving into 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 the changing landscape of legal marketing and business development, the importance of a growth mindset cannot be overstated.  This episode of the CMO Series Podcast brings you a conversation with Emily Rogers, Chief Marketing and Business Development Officer at Norton Rose Fulbright US, as she shares her unique journey to becoming a CMBDO. Emily sits down with Will Eke to discuss the transformative power of cultivating a growth mindset, as well as a strong team culture, and its far-reaching impact on retention and the overall success of the firm. Emily and Will explore:  Emily’s journey to her current role as CMO at Norton Rose The moment Emily realized the importance of a growth mindset How the approach translates to the team and how to go about instilling that in the firm’s culture Key activities and programs that help drive that growth mindset The impact on recruitment and employee retention, and across the wider firm Managing a multigenerational workforce and the challenges to building a great team culture Advice for marketing and BD leaders looking to instill a growth mindset within their team  

The transition to CMO is a pivotal moment and offers the opportunity to drive growth, develop teams, and lead change. On the flip side, taking that step up can also uncover vulnerabilities and requires a level of awareness and intentionality that is central to successful leadership.  On today’s episode of the CMO Series, Eugene McCormick sits down with Tom Helm, Chief Marketing Officer at Smith Gambrell Russell to delve into the learning and approaches Tom has taken in his role and advice for others taking on the mantle of CMO. Tom and Eugene discuss:  Tom’s journey to his current role as CMO at Smith Gambrell Russell The main priorities in the first 12 months in post, and how they were approached The most challenging part of the journey so far The changes and different approaches Tom has taken in his role compared to previous roles What success looks like if everything goes to plan The next big change on the horizon Advice for professionals taking the step up to CMO, and those looking to take a more intentional approach to leadership

On this special episode of the CMO Series Podcast, we hear from Mikkel Keller Stubkjær, Head of Development at Novicell UK who joined our recent CMO Series Webinar to uncover the world of composable architecture and the benefits to professional service firms. Mikkel shares fascinating insights including:   The differences between composable architecture and the traditional monolithic approach. How composable architecture can transform your website development and operations and make you stand out in the crowd. How harnessing composable architecture can help achieve marketing objectives and enhance the client experience.  

Diversity Equity and Inclusion are top of the agenda for many law firms, but there's no silver bullet to effectively implementing programs and strategies that drive meaningful change.  Today on CMO Series REPRESENTS, Yasmin Zand is fortunate to sit down with Courtney Carter, Director of DEI at Jenner & Block, to unpack her remarkable journey and the profound impact she's making across her firm. Courtney discusses the firm’s cornerstone DEI initiatives that have proven to develop and advance diverse lawyers, the common missteps and misconceptions that have historically hindered law firms in their DEI journey as well as practical takeaways for law firm leaders, marketing and business development professionals and clients, alike, to take the industry forward.

Establishing a culture of trust within a marketing function, and across the wider firm, is arguably one of the most important roles of a legal CMO. Today on the Passle CMO Series Podcast, Ed Lovatt is lucky to welcome Justin Portaz, Chief Marketing Officer at Jenner & Block who has curated a powerhouse marketing team over the past three years.  Justin joins the series to share his journey so far and how he’s building an agile marketing team that thrives in today's landscape. Justin and Ed discuss:  How Justin approached team building during the uncertain times of COVID-19 The role that trust from firm management plays in the  team-building process How to ensure you bring the right people in to the team How to foster collaboration between marketing and other departments across the firm The importance of partnering with the COO during the process and why that was pivotal to building trust across the firm How collaborative efforts drive overall business success Advice for Marketing leaders looking to build trust within their team and the wider firm

Business development has become a central role for ambitious law firms, regardless of their size.  Today on the Passle CMO Series Podcast, Ed Lovatt is lucky to chat with Andrew Laver, Chief Marketing and Business Development Officer at Porzio and 2023 LMA Treasurer, to discuss his experience in building out a successful BD-focused marketing team. Andrew shares insights on everything from recruitment, to shaping culture and how he’s bringing lessons from AmLaw 100 and 200 firms to drive growth in a super regional business. Andrew and Ed discuss:  Andrew’s role, three months in, at Porzio and the main differences between his previous firms and where he is now The key challenges Andrew is facing right now Why integrating a business development facet of the marketing team so important for the firm’s growth The opportunities in a super regional firm from a BD perspective The key BD initiatives or approaches Andrew is looking to implement at Porzio The goals for the next 6, 12, 18 months Advice for marketing and BD leaders looking to integrate a culture of BD in their firm Where folks can find Andrew at the upcoming LMA conferences  

Perceived resistance from clients and a strong focus on billable hours could explain why law firms have been slower to adopt client listening programs. Today, we’ll explore the valuable lessons firms can take from a client's perspective to successfully implement client listening and enhance the overall experience. Will Eke is lucky to welcome JeanMarie Campbell, Regional CMO and Head of Client Development for North America at Baker McKenzie, to discuss her remarkable career journey and the pivotal moment she recognized the crucial role of client listening in law firms. JeanMarie uncovers how her experiences outside of legal influenced the client listening programs at Baker McKenzie, shedding light on the strategies employed to establish a culture of exceptional client service.  

Client feedback is a cornerstone of improving legal services and fostering growth. In this episode of the CMO Series Podcast, we delve into how law firms can adopt these best practices.  Alistair Bone is joined by Maggie Watkins, Founder of Maggie T. Watkins Consulting, and expert in crafting and implementing effective Client Feedback programs. Together, they unpack the critical role of client feedback in strengthening relationships and enhancing the overall success of law firms.  Maggie shares invaluable insights on adapting practices from outside the legal sphere to optimize the client experience and drive business development opportunities for law firms.  Maggie and Ali explore: The moment in Maggie’s career she realised the importance of client feedback What firms can learn from outside of the legal industry when developing client feedback programs How to introduce Client Feedback programs to firms and explain their value The key steps to launching a Client Feedback program The main challenges to getting Client Feedback programs off the ground How to analyse and leverage feedback to shape marketing and BD activities Advice for others looking to implement a successful Client Feedback program

The pivotal role of marketing and communications in successfully launching the news of a law firm merger cannot be underestimated. Striking the right balance between client-centric narratives, internal messaging, brand management, and PR is a fine art. Today on the CMO Series, Will Eke is excited to welcome Will Brewster, Head of Communications at Clyde & Co, who has first-hand experience of doing just that. Will joins the CMO Series Podcast to delve into the different stages of Clyde & Co’s merger with BLM from a communications perspective, and discuss the challenges, opportunities, and learning for others endeavouring to do the same.  The conversation explores:  The point Will was brought into the merger with BLM and the first stage of the process from a communications perspective The main challenges during the initial phase  The key factors for success ahead of launching the communications campaign and how they played out in practice How to keep the clients at the heart of the campaign The impact of the merger on the team Advice for any marketing and communications leaders navigating a merger

Creating engaging content is one thing, but producing a stand-out campaign that delivers added value to your clients is the key to legal marketing success.  Today’s guest joins the CMO Series to discuss her unique process and the success stories and learning she has taken from taking a campaign approach to content marketing. Ed Lovatt is lucky to welcome Ashley Horne, Chief Marketing Officer at Womble Bond Dickinson (US) to the CMO Series to discuss this very topic. ​Ashley and Ed explore:  The traditional approach to content marketing at Womble Bond Dickinson  The moment Ashley realized there was an alternative way of doing things and identified a campaign-led approach to content marketing Why an Editorial Board, that brings attorneys together, has been pivotal to this approach The headline campaigns Ashley is working on and what they look like at a tactical level How the firm's traditional business development activities align with those banner campaigns The highlights of taking a campaign approach to content marketing and how to measure success Advice for marketing leaders looking to take a campaign approach to their content marketing

Building relationships and establishing meaningful connections, both with clients and attorneys, is a fundamental facet of a legal marketing and business development role. That’s the theme of the LMA’s MidWest Conference happening in October, and today, Ed Lovatt is very lucky to welcome the keynote speaker, to give us a glimpse of what to expect from the event, plus his industry experience on the topic. Rich Bracken, former legal BD and client service Director turned motivational speaker and high-performance coach, joins us to discuss the power of personal branding, emotional intelligence, and empathy in legal marketing and BD, as well as a sneak preview of his upcoming keynote, Become Unstoppable! Rich and Ed explore: Rich's career journey from legal marketing and BD to his current role as a speaker and coach The point at which Rich realized the important role empathy and emotional intelligence play in legal business development What legal marketing and BD professionals can do to better engage with their attorneys How marketing and BD professionals can apply EQ and mindfulness approaches to enhance their work lives and become more productive and efficient The opportunity for firms to encourage these behaviors Advice for legal marketing and BD folks looking to engage their lawyers more empathetically

In this episode of the CMO Series Podcast, we dive into what it takes to deliver a successful research project; sharing top tips for professional services marketers.  Simon Hayhurst, Director of Hayhurst Consultancy, a B2B market research consultancy, joins the series to share his invaluable insights on how legal marketing and business development professionals can get their research projects off the ground, as well as how to avoid the common pitfalls and drive strategic decisions.  Simon and Charlie explore: The first step to successfully getting a research project off the ground The most common pitfall marketers make when designing a questionnaire and writing the survey questions How marketers should approach profiling and identifying the right people to survey to  give them the information they need The importance of having a hypothesis about the audience you intend to survey The key considerations marketers should be thinking about when it comes to analyzing the findings of a survey How marketers should approach presenting their research findings externally Top tips for professional service marketers undertaking a research project

Gone are the days when a website is merely a law firm’s online storefront. Clients now anticipate a higher level of engagement. They seek tailored content, consistently delivered, addressing pertinent topics relevant to their businesses. In the latest episode of the CMO Series Podcast, Eugene McCormick is delighted to host Alison Janzen, Director of Marketing & Business Development at Torkin Manes. Alison delves into the firm’s integrated approach to marketing and discusses how switching to a content-forward strategy has helped differentiate their lawyers in the market.  Alison and Eugene explore:  The moment Alison realized the importance of content marketing and why taking a content-forward approach would be pivotal to her work at Torkin Manes How the landscape has changed for legal marketers with the evolution of content marketing and the changing client expectations How a content-first approach aligns with your other marketing activities at the firm  Success stories from taking an integrated approach The challenges of getting the lawyers and different practice groups on board with creating content and taking a content-led approach  Advice for other marketing leaders looking to take an integrated approach to their content marketing

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  

The last few years have accelerated the need for CMOs to be changemakers. More than ever, CMOs are able to drive much-needed transformation both within the marketing team and across the wider firm. This week on the CMO series, Alistair Bone is fortunate to be joined by Shade Vaughn, Chief Marketing & Business Development Officer at Akin Gump Strauss Hauer & Feld, to discuss the role of the CMO as a changemaker and what driving change looks like in practice. Shade and Ali discuss:  Shade’s career journey and how he came to his current role at Akin The point in that journey that driving transformation became integral  The importance of ‘intent’ and Shade’s previous experience in this area How that approach translates in Shade’s work at Akin and how that aligns with the marketing efforts at the firm The next technology Shade has set his sights on The biggest mistakes CMOs make in driving change The sub-skills and experience that marketers looking to become CMOs should develop now Advice for others looking to be a changemaker across their legal marketing career

Building a book of business is crucial for lawyers, but engaging them in business development can be a challenge. Many lawyers receive little to no exposure to marketing and business development during their education, making it difficult to naturally embrace this vital aspect of their careers. Today Cam Dobinson is lucky to be joined by Jennifer Becker, Director of Marketing & Business Development at Marshall Dennehey to discuss how to engage busy lawyers in the critical function of business development. Jennifer and Cam discuss: How Jennifer came to her role in legal marketing & business development and the moment she realised the importance of engaging lawyers in BD The attitude and approach that lawyers have to marketing & business development  How to successfully approach engaging lawyers in BD How to cater to different personalities and approaches across a large number of lawyers Key programs that have engaged lawyers and produced good results Advice for marketing and BD leaders looking to engage their lawyers in business development   

While understanding the client's needs is a fundamental skill in legal business development,  traditional protocols and precedents can inadvertently hinder business growth. On this episode of the CMO Series podcast, we explore the challenges that professionals face in building successful client relationships with someone well-versed in doing just that both in-house and now as a consultant.  Ed Lovatt is lucky to sit down with Megan Senese, Co-founder of Stage, to share her journey of transitioning from Big Law to entrepreneurship. Together with her former colleagues, she founded Stage, a marketing and business development company aimed at assisting busy lawyers in expanding their practices. Megan reflects on the lessons learned from starting a new venture in the legal industry, offering valuable insights and practical tips that in-house business development teams can apply to enhance their strategies and drive growth. Megan and Ed discuss:  Megan’s unique career in professional services from KPMG to legal, and now setting up Stage with her former in-house team The importance of a client focus in business development  The different approaches to BD Megan discovered after starting her own company The key opportunities for BD that law firms could take advantage of, based on her in-house career experiences The significance of understanding the clients and how you go about learning that information and delivering value  Advice for in-house BD professionals looking to take a more client-focused approach  

There’s no clear path to a successful career in legal marketing, but there are emerging trends and development opportunities that professionals can lean into to progress in a legal marketing career. Someone able to offer guidance for others looking to take a more direct route to a role within the profession is Andrea Burke, Director of Client Development at Am Law 50 global law firm, WilmerHale.  Ed Lovatt welcomes Andrea to the CMO Series to discuss her career journey and top tips for professionals looking to advance in the industry.  Andrea and Ed explore:  Andrea’s 10-year career at WilmerHale and her journey to her role now The key approaches to developing a legal marketing team The important considerations in terms of professional development opportunities when it comes to recruiting and retaining team members How legal marketing professionals can recognise the right time to make a move The key criteria legal marketing candidates should be looking for when assessing a firm The questions candidates should be asking a prospective firm that would indicate if they are the right or wrong fit How candidates can make themselves more marketable to law firms Advice for those Legal Marketing professionals looking at their career paths  

On today’s episode of the CMO Series, we shed light on an often-misunderstood aspect of professional services firms - the marketing function. Traditionally seen as a cost center, it has emerged as a strategic player in driving growth and profitability. Cam Dobinson is lucky enough to welcome Áine Bryn, a seasoned expert in building and showcasing the credibility of the marketing function. As Partner and Chief Marketing Officer at Marsh McLennan, Áine brings a wealth of experience and insights to the table. Together, they explore the pivotal role marketing plays as an enabler of business development and how it contributes to the overall strategic vision.  Áine and Cam discuss:  What the landscape currently looks like for professional services marketing teams The importance of a commercial mindset and "speaking the language of the business", and the alignment between Marketing and Sales The key elements of credibility and how marketers can  demonstrate those to the firm Why content is essential to demonstrating credibility and Áine’s approach to delivering value to clients Advice for anyone looking to demonstrate the credibility of the marketing function within their firm  

Effective Key Client programs can be the defining factor to the overall success of a firm.  In this episode, we delve into the world of Key Client programs and their significance in driving business growth. We have the privilege of speaking with Michelle Murray, an experienced professional who has written the playbook for implementing successful Key Client programs.  Michelle joins James Barclay to share her expertise as an LMA President, Global BD Director, CMO, and Strategic Projects Director, as we explore the critical aspects of Key Client programs and learn valuable insights from Michelle's wealth of experience. In this conversation, Michelle and James explore:  How to describe and introduce a Key Client program to a firm The key steps involved in launching a successful Key Client Program What an effective Key Client program looks like, and how to assemble the participants How to determine the level of service provided in a Key Client program How to build consensus within the firm for a Key Client program, and how to allocate resources The most common mistakes firms make when implementing Key Client programs The key metrics to measure the success of a Key Client program Advice to others looking to create a successful Key Client program 

Throughout the CMO Series Podcast, we've delved into the challenges faced by legal Chief Marketing Officers. Few periods in a CMO's career are as demanding as the first 12 months in the role. Today, Eugene McCormick has the privilege of speaking with a true trailblazer who has thrived under this pressure. Join us in welcoming Sarah Kempsey, CMO at Montgomery McCracken. Drawing from her wealth of experience, Sarah shares invaluable insights on navigating the complex landscape of legal marketing. From establishing a strong foundation to overcoming obstacles, she offers practical advice and strategies tailored for new CMOs.  Sarah and Eugene discuss:  Sarah's journey to her current role as CMO Highlights of Sarah's 12-month tenure as a CMO Sarah's proudest accomplishments and biggest challenges Navigating the absence of a playbook and finding the right approach Personal growth and changes throughout the 12 months Sarah's one key piece of advice for legal marketers facing ambitious and challenging times

Welcome to a milestone episode of the CMO Series Podcast. We're pulling out all the stops to celebrate our 100th episode by taking a look back at our favourite moments as well as a sneak peek into the future of professional services marketing and business development. I'm thrilled to be joined by Yasmin Zand, as we embark on a journey through the realm of modern marketing. We'll uncover the fascinating world of the composable approach to website architecture and explore the remarkable ways AI can supercharge your content marketing efforts. Plus, we'll share invaluable insights gleaned from our incredible guests, who spilled their secrets on successful law firm rebranding, building enterprise-scale websites, and forging a digital-first strategy. A big thank you to our guests, including Julie Stott, CMO at Travers Smith, Mary-Anne Russell, Global Managing Director of Marketing & Sales Enablement at AMS, Crossley Sanford, Managing Director at Ankura and Barney O’Kelly, UK Marketing Director at AlixPartners who left us awestruck at CMO Series Live in London. And heartfelt thanks to all the guests who have made the CMO Series the success it is today. Get ready for more amazing spotlights over the course of the next 100 episodes!  

Rebrands. They can be some of the most exciting and challenging projects a legal marketer can take on. On today’s episode of the CMO Series, we’re lucky to welcome someone who has recently completed a law firm rebrand. Charles Cousins sits down with Erica Roman, Chief Marketing and Business Development Officer at Cole Schotz, to discuss the project, its challenges, successes and how it all came about. Charles and Erica explore:  How Erica came to be the CMO at Cole Schotz and at what point on the journey she recognised a rebrand was needed How to approach early conversations about the website and the need for redesign The process from start to finish and the type of internal resources required for the project How to involve the wider firm and the approach to getting feedback Where the direction of "Lawyering is our Art" came from The biggest challenge of the project and the biggest success Advice for others looking to be successful in leading rebrands within their law firm

On this episode of CMO Series REPRESENTS, Yasmin Zand is lucky enough to sit down with Roy Sexton, Director of Marketing at Clark Hill and 2023 Legal Marketing Association President, to discuss his journey both inside and outside of the professional services marketing industry.  Roy discusses how his formative experiences as a gay man have impacted his approach to leadership and why finding safe and inclusive communities that allow him to be his authentic self have become so central in his career.  The conversation delves into Roy’s childhood, passions, and why his headline performance at the 2023 LMA Annual Conference in Florida was so poignant in supporting the LGBTQ+ community at that moment.  Listen in full to hear Roy’s story and his advice for others looking to be comfortable and authentically themselves in their professions.  

It’s often challenging to fully illustrate what differentiates a law firm from others in the market. Being able to articulate the unique value a firm offers is a key element of the role of the CMO. Today on the CMO Series, Charles Cousins is lucky enough to dive into this topic with Suzie Williams, National Director, Marketing & Business Development at McMillan. Suzie and Charles discuss: Suzie’s journey to her role at McMillan and the specific moment differentiation became a key consideration The importance of client listening and feedback How to demonstrate the talent and experience within your firm in an authentic way  The role of the marketing team in building diverse teams Advice for others trying to build a point of difference for their firm

The first few days, weeks and months as a legal CMO are critical in establishing yourself in the business, assessing what is needed in the firm and building an understanding of the landscape at the firm. Today, Alistair Bone welcomes Jennifer O'Donnell, Chief Marketing & Business Development Officer at Segal McCambridge, to the series to discuss her first steps as legal CMO and her advice for aspiring marketers new to their roles. Jennifer and Ali discuss:  Jennifer’s career journey leading up to joining Segal McCambridge as CMO The plan for the first day, week, month, quarter as a CMO in a new firm with a new team and how to prioritise activities The biggest successes of the first few months as a CMO The challenges faced when joining a new firm in the early months The resources, people or communities that have helped along the way  The previous experiences from former roles Jennifer has leaned on the most as a CMO Advice for others taking on new and challenging legal marketing roles

Although often considered synonymous with one another, the Marketing and Business Development functions occupy quite different spaces within a law firm. No matter how those functions operate within the firm, there is always a need to ensure they are aligned to successfully meet the objectives of the firm. On today’s episode of the CMO Series Podcast, Charles Cousins is lucky enough to dive into this topic with Mariana Loose, Chief Marketing Officer at Alston and Bird. Mariana and Charles discuss: Mariana’s journey to CMO at Alston and Bird, and the point on that journey she realised how important Marketing and BD alignment was The consequences of a misaligned marketing and BD structure How marketing and BD should work together and the roles they both play How Alston and Bird are aligning these two key functions The importance of diagnosis and applying the right resource to benefit the firm How to define what "good" looks like for both the functions within the firm Advice for other legal marketing professionals on their career journey   

Being able to demonstrate the knowledge of your firm is at the heart of professional services marketing.  On this episode of the CMO Series Podcast, Ed Lovatt is lucky to explore this topic with Angela Pandolfo Roy, Chief Marketing Officer at Gibbons Law. Together, they delve into Angela's background, how her firm approaches content management, and what firms should consider when it comes to the role of content in their marketing efforts. Angela and Ed cover:  How Angela came to her role at Gibbons and the point in her career journey she realised how key content management is in legal marketing What content management means and why it is "the linchpin" of legal marketing How the Gibbons Law team approach content management and what those processes look like in practice How to keep tabs on the competition through content How Angela’s background in journalism has helped her in her legal marketing career Advice for legal marketers looking to succeed with content  

By shifting the business development mindset from asking for work to offering assistance with problem-solving, you will not only deepen relationships but improve your likelihood of generating new business.   Whether a new entrant to the associate ranks or a recent lateral hire, all lawyers have an opportunity to make a positive impact on their firm’s bottom line with this approach. On today’s episode of the CMO Series, Ed Lovatt welcomes Katie Munroe, Chief Marketing Officer at Zuckerman Spaeder, to discuss their method for cultivating a service-oriented mindset and why Zuckerman Spaeder is investing in a BD training program to shape the next generation of lawyers. Ed and Katie discuss: How Zuckerman Spaeder brought in new work historically and how that has shifted in the last few years The importance of investing in developing new firm attorneys – whether junior lawyers or lateral hires The new business development curriculum for lawyers Katie is developing and how it supports good client service The generational differences between junior associates fresh out of law school to those who’ve been in the role for a number of years and how to tailor business development training to meet their expectations and leverage their strengths The importance of networking opportunities for attorneys early in their career and how distinct that approach is at Zuckerman The ideal mix when it comes to a more traditional, in-person approach to BD in a digital-first world Advice for marketing and BD leaders looking to develop the next generation of lawyers in their firm

Despite the rise of Diversity, Equity & Inclusion programs, there is still a huge disparity in the representation of people of colour in professional services marketing. This under-representation is most apparent in leadership roles, highlighting that there’s still a way to go.  That’s why on this episode of CMO Series REPRESENTS we’re so lucky to welcome a leading role model who is paving the way in professional services marketing by highlighting issues related to colour, culture and leadership in law firms. Yasmin Zand has the pleasure of sitting down 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 colour impacted the way Diana moved forward as a Legal Marketer The pressures related to being one of the few women of colour in senior marketing roles in law firms Programs that supported Diana and recommendations for the next generation of women of colour in legal marketing to find support Advice for up-and-comers in the industry