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.
Episodes
Wednesday Nov 26, 2025
Wednesday Nov 26, 2025
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.
Tuesday Nov 18, 2025
Tuesday Nov 18, 2025
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
Tuesday Nov 11, 2025
Tuesday Nov 11, 2025
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:
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The ongoing challenge of cross-selling, and why it remains so important
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How Passle’s CrossPitch AI helps firms connect the dots
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What’s behind the impressive engagement results clients are seeing
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How the new Cross-Selling Intelligence Map makes collaboration visible
Wednesday Nov 05, 2025
Wednesday Nov 05, 2025
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
Wednesday Oct 29, 2025
Wednesday Oct 29, 2025
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
Monday Oct 27, 2025
Monday Oct 27, 2025
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.
Tuesday Oct 21, 2025
Tuesday Oct 21, 2025
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:
- How the role of Marketing has evolved during her 17 years at Shipman & Goodwin
- Jen’s approach to building internal trust and influence in a relationship-driven industry
- The value of having strategic thought partnerships
- Jen’s partnership achievements including cultural and mindset shifts
- How to build long-term credibility
Tuesday Oct 14, 2025
Tuesday Oct 14, 2025
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:
- Why culture change is essential for collaboration
- How trust keeps referrals moving
- Using data to spot opportunities and connections
- The role of leadership in modelling behaviour
- Tools that make cross-selling work in practice
- Why clients expect joined-up, integrated advice
Tuesday Oct 07, 2025
Tuesday Oct 07, 2025
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:
- Her unique career path into legal marketing and business development
- Alitia’s expert advice and experience on the foundational role of storytelling within legal marketing
- Applying data insights to inform client-focused strategies
- The practice of creating ‘professionally personal’ attorney bios
- Future strategic plans involving the integration of storytelling, data and technology
Tuesday Sep 30, 2025
Tuesday Sep 30, 2025
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:
- Phill’s journey into legal marketing and his first time seeing impactful thought leadership
- Common mistakes versus best practice in law firm thought leadership
- The implications and opportunities of a shifting market on thought leadership
- Understanding capital ‘C’ and lower-case ‘c’ campaigns and their essential elements
- Advice for firms on securing buy-in and leadership support for further investment
- Practical tips for CMOs looking to build a sustainable thought leadership strategy