Passle CMO Series Podcast

Episode 181 - Anne Kunkel of Redgrave on Making a Big Impact in a Boutique Firm

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:

• Anne’s background and unique career journey to Redgrave
• The approach Redgrave takes to position their unique style in the legal market
• Anne’s practical tips for balancing her day-to-day responsibilities
• The key qualities and talents that Anne prioritizes when building her team
• Key elements that are reshaping Redgrave’s brand and growth development
• Top priorities for navigating changes that are reshaping legal marketing
• Advice for CMOs aiming to make an impact in boutique firms

Episode 180 - Helen Cox of Helen Cox Marketing on Lessons from a Fractional Marketer: What Works and Where Firms Go Wrong

Fractional marketing is on the rise, enabling firms to tap into top-tier expertise without the full-time cost.

In today’s episode of the CMO Series Podcast, Charles Cousins sits down with leading fractional marketer, Helen Cox.  Helen breaks down the common mistakes that appear in marketing and BD, the role a fractional CMO plays and how firms can truly find value in leveraging fractional leadership without the full-time cost. 

Helen is a Marketing and Business development consultant and the founder of Helen Cox Marketing. She has successfully worked with numerous firms, helping them re-strategise their marketing and BD plans, and show internal teams how to use AI and technology to work smarter and more effectively.

Helen and Charles discuss:

• Helen’s career journey to becoming a fractional marketer in professional services
• Helen’s definition of the term “Fractional” and how roles like this fit into the professional services industry
• When firms can get the most value from a fractional marketer
• The common mistakes that appear in legal marketing and business development
• Helen’s successful moments supporting firms and what that looks like
• Key advice for marketers going fractional 
• The approaches firms can take to bringing in a fractional leader successfully

Episode 179 - Dr Karen Kahn of Threshold Advisors on Bridging the Cross-Selling Gap

Law firms continue to struggle with getting their lawyers to cross-sell effectively, leaving significant revenue untapped. The good news is that with the right strategic shift, firms can close the gap between their professionals and cross-selling success.

In this episode of the CMO Series, Yasmin Zand is joined by Threshold Advisors Managing Partner, Dr. Karen Kahn, to talk about how firms can do this effectively. Karen is a psychologist, certified coach, and the author of Daunting to Doable. 

In this episode, Karen breaks down how law firms can turn relationships into revenue by making cross-selling simple, authentic, and lawyer-focused. She shares the mindset shifts, behaviors, and tech tools that help CMOs and leaders move from broad strategies to personalized, practical business development that actually sticks.

 

Karen and Yasmin dive into:

• Karen’s career journey in psychology and the pivotal moment she decided to work with law firms
• The core reasons why cross-selling is central to firms’ growth and the barriers stopping lawyers from cross-selling
• The shift in Business Development from macro to micro and ways firms can better support their professionals
• The key mindset lawyers need to adopt in order to grow in confidence and successfully cross-sell
• The role of technology and AI in transforming lawyers’ habits into effective cross-selling behaviors
• Advice for CMOs and marketing leaders wanting to close the cross-selling gap and get their lawyers cross-selling effectively

CMO Series REPRESENTS - Paul Modley on Belonging by Design: Building DEIB That Lasts

Diversity, Equity, and Inclusion has become a critical framework for organisations striving to create more supportive environments for both current and prospective employees. As the competition for talent intensifies, firms are recognising the importance of addressing gaps in representation.

Today's guest on CMO Series REPRESENTS is someone well-versed in driving meaningful change and is here to discuss why building a culture of belonging matters. Olivia Backon is joined by Paul Modley, AMS’s Managing Director of Diversity, Equity, Inclusion, and Belonging. 

Paul’s journey has been powerful and inspiring, taking him from his working-class roots in Wales to the London 2012 Olympic and Paralympic Games, and now leading the charge at AMS where he has created a global Diversity, Equity, Inclusion, and Belonging Centre of Excellence to ensure that existing and emerging talent get the support, resources and recognition they deserve. 

Paul and Olivia explore:

• The influence of Paul’s upbringing in shaping his commitment to social mobility throughout his career
• How AMS has advanced its DEIB initiatives in response to global pivotal moments 
• The strategies AMS is implementing to elevate disability inclusion and neurodiversity within workplace conversations
• How AMS supports clients in navigating their own DEIB journeys while maintaining clarity and consistency in its internal strategy
• What genuine buy-in for DEIB looks like in practice
• Practical advice for organisations seeking to strengthen and embed a more impactful DEIB strategy

Episode 178 - Courtney Beauzile of Robins Kaplan on Building High-Performance Marketing & BD Teams in Modern Law Firms

In today’s legal market, mid-size firms are proving they can punch well above their weight, and the secret often lies in bold, strategic marketing leadership. In this episode of the CMO Series Podcast, Charles Cousins speaks with Courtney Beauzile, Head of Marketing, Business Development & Communications at Robins Kaplan. After moving from an AMLaw 100 firm to an AMLaw 200 mid-size firm, Courtney has shown how the right approach can fuel growth, elevate digital presence, and transform the impact of marketing.

Two years into her role, Courtney shares her playbook for building strong, diverse teams that bring creativity and innovation to every campaign. By harnessing a mix of personalities and skills, she demonstrates how mid-size firms can develop strategies that not only compete with, but often outpace, the largest players.

Charles and Courtney dive into:

• Courtney’s journey to Robins Kaplan
• How Courtney has tailored her approaches and leadership style in her current role
• The early success Courtney and her team achieved
• Key qualities and structures which helped her team support the firms goals
• The impact of having a diverse team 
• Future projects that will driving the firm in the legal landscape
• Advice for marketing, BD and communication leaders wanting to have a big impact at a midsize firm

CMO Series REPRESENTS - Gina Rubel on Leading with Integrity: Strategic Comms for Complex Times

In a time when business leaders are navigating heightened political division, evolving workplace expectations, and the urgent call for inclusivity, understanding how to lead with purpose has never been more critical.

On this episode of CMO Series REPRESENTS, Yasmin Zand is joined by Gina Rubel, CEO and General Counsel at Furia Rubel Communications. Their conversation explores the deep commitment to advocacy, DEI, and ethical relationship-building that has shaped Gina’s leadership and the culture at Furia Rubel.

Together, they delve into the forces behind Gina’s passion, including her work with the Rule of Law Coalition, and examine how leaders can create truly safe and inclusive spaces in today’s legal industry.

Gina and Yasmin dive into:

• The steps CMOs and firm leaders must take to communicate effectively, internally and externally, amid political polarization

• The story behind the Rule of Law Coalition and its significance in today’s climate

• Practical advice for legal marketers striving to lead with authenticity and purpose

 

Episode 177 - Guy Alvarez of InnovAItion Partners on AI & Legal Marketing: Where Are We and What Comes Next?

AI is transforming the legal industry, yet many firms are missing a trick. While policies and strategies are taking shape, marketing and business development are too often left out of the conversation.

In this episode, Charles Cousins speaks with Guy Alvarez, lawyer-turned-entrepreneur and founder of InnovAItion Partners, on why marketing and BD leaders need a seat at the AI table, and how their involvement can drive innovation, meet client expectations, and give firms a competitive edge.

Guy and Charles cover:

• Guy’s journey into legal marketing and the work he has done with Good2bSocial
• The pivot towards AI and the turning point for this
• Key insights from Guy's recent survey on AI adoption in legal marketing and BD
• The current position of the legal field in adopting AI into marketing and BD
• The role legal marketers should be playing when it comes to AI strategy.
• The steps firms should be taking to move in the right direction in adopting AI into marketing and BD
• Advice for team leaders or individuals navigating the space of AI adoption and how they can set themselves up for success

Rainmakers: EP4 - Carl Kennedy of Katten on Building a Competitive Edge with Thought Leadership

Creating impactful thought leadership content in a high-pressure, client-driven industry is no small feat, especially when time is tight. But done right, it can unlock career-defining opportunities, from keynote invitations to game-changing client wins.

In this episode of CMO Series Rainmakers, Yasmin Zand sits down with Carl Kennedy, Co-chair of Financial Markets and Regulation at Katten, to unpack how he’s built a standout reputation by consistently delivering timely, authentic thought leadership. 

Carl shares the mindset and strategy behind his thought leadership success, including how he balances content creation with client demands and how that effort has led to major speaking engagements, high-profile matters, and a strong personal brand in a crowded market.

Carl and Yasmin discuss:

• The moment Carl realised thought leadership was worth the investment
  
• How Carl ensures thought leadership resonates without sounding like everyone else
  
• What “good” looks like when it comes to expert-led content, and examples of success
  
• Practical tips for maintaining momentum (even when you’re busy)
  
• How to embed a culture of thought leadership across your firm

CMO Series REPRESENTS - Ioana Good on Finding Your Voice: A CEO's Journey to the U.S. and Path in Journalism, Thought Leadership and Tech

On this episode of CMO Series Represents, Yasmin Zand is joined by Ioana Good, founder of Promova, for a conversation that’s as inspiring as it is insightful.

Ioana’s journey began when she left Romania for the U.S. with just two suitcases and limited English. What followed was a path defined by resilience, self-education, and an unwavering commitment to growth. From navigating the challenges of a new culture to transitioning from the newsroom to the boardroom, Ioana shares how each experience helped shape her into the leader and communicator she is today.

In this episode, Ioana discusses:

• The challenges of building a life and career in a new country
• How she discovered and refined her voice as a communicator
• The transition from journalism to executive leadership
• Blending strategy, storytelling, and purpose to create real impact

Whether you're early in your career, building your own business, or simply seeking inspiration to take your next big step, Ioana’s story offers valuable lessons in owning your narrative and leading with authenticity.

Episode 176 - Julie Mortimer of Mills & Reeve on The Right Way to Kickstart Your CRM Strategy

As major infrastructure initiatives like CRM become more essential, many firms find themselves struggling to get projects off the ground. From securing stakeholder buy-in to selecting the right technology and navigating complex security requirements, launching a CRM can feel overwhelming. But with the right strategic approach, it doesn’t have to be.

In today’s episode, Charles Cousins is joined by Julie Mortimer, Director of Marketing at Mills & Reeve, for a practical deep dive into how to launch a CRM project successfully. Julie shares expert insights on overcoming common challenges, choosing the right vendors, and securing lasting buy-in from stakeholders.

In this episode, Julie and Charles discuss:

• The essential first steps CMOs should take when launching a CRM, especially in the legal sector
• How to build long-term buy-in for a complex and costly project
• Key strategic and technical considerations in the early stages
• The value of integrating AI into your CRM stack to power marketing and business development
• Advice for selecting the right vendors and technologies for your firm
• The top dos and don'ts for avoiding common CRM pitfalls