Technically Legal - A Legal Technology and Innovation Podcast Bridging Law Firm Silos: How Law Firms Can Maximize AI-Driven Cross-Selling (James Barclay, CEO Passle)
Jan 8, 2026
James Barclay, CEO of Passle, a legal tech innovator, dives into how AI can enhance cross-selling within law firms. He reveals how his firm was born from the early internet boom and evolved to tackle the silo problem. With their new AI-driven tool, CrossPitch, attorneys can easily discover each other’s expertise, solving internal awareness gaps. The discussion also touches on data visualization for managing partners and how effective communication can boost collaboration and significantly reduce lost revenue.
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Origins In Early Content Experiments
- James Barclay recounted building content-rich sites in the 1990s to sell conferences by showing expertise every day.
- That early work led Passle to focus on making it easy for professionals to showcase knowledge online.
Revenue Lost To Internal Silos
- Cross-selling failure in large firms often stems from awareness and trust gaps, not lack of capability.
- Passle's research found firms typically leave at least 10% of revenue on the table due to these internal silos.
Automate Matching Thought Leadership To Lawyers
- Feed published thought leadership and bios into an AI that understands legal topics to match content with relevant lawyers.
- Use those matches to identify which attorneys' clients would benefit from each piece of content.