Passle CMO Series Podcast

Episode 195 - Alexis Gray on BD Enablement That Helps Lawyers Win

Firms cannot afford to fall at the final hurdle. BD must work alongside fee earners to equip them with greater confidence to win and grow client relationships themselves.

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

Episode 194 - Kimberly Rennick of Thompson Coburn on Designing Bespoke BD Projects That Drive Results

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

Episode 13 - CMO Series Digital Masterclass: Ryan Evans of Jones Walker on Turning Thought Leadership Into a World-Class PR Pipeline

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

CMO Series REPRESENTS: International Women’s Day 2026 - How to Give to Gain in Professional Services Marketing

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

CMO Series REPRESENTS: International Women’s Day 2026 - Building a Culture of Giving to Gain

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

Rainmakers: EP7 - Laurie Burlingame of Morse on Redefining Value, Relationships, and the Reality of Rainmaking

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

CMO Series EP 193: Doug Gold on the Business Case for Healthier Law Firms

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.

Episode 192 - Aubrey Bishai of Vinson & Elkins on Why Innovation Goes Beyond AI Strategy

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

Episode 191 - Patrick Johnson of Honigman on Rethinking How Law Firms Pitch and Win Work

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

Rainmakers: EP6 - Mona Dajani of Baker Botts on Standing Out and Staying Authentic

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