Passle CMO Series Podcast

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

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

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  

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

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

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.

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

On Thursday, June 5th, we hosted CMO Series Live 2025 in New York. Throughout the day, we witnessed sessions led by senior marketing leaders and managing partners. Today, we are revisiting one of the standout sessions of the day, which explored the way AI is reshaping the landscape for legal marketing and business development.  Moderated by Sam Page, we heard from: Jen Leonard, Founder & Principal at Creative Lawyers,  Darth Vaughn, Associate General Counsel & Managing Director, Policy and Legal Operations at Ford Motor Company Bridget Mary McCormack, President and CEO at American Arbitration Association Jim Metzger, Chief Financial Officer at Reed Smith Jen, Darth, Bridget, and Jim addressed how CMOs can adapt to recognize and meet their clients' needs and expectations, and how to make internal strategic investments in having AI-driven legal services. This special episode covers:  How AI is changing the conversations that they are having in their organizations The strategic steps CMOs should be taking to revolutionize business development and marketing models as AI comes into play Examples of specific AI deployments  The current positioning of the wider market for adopting and using AI, especially for clients of law firms   The methods to train and develop associates on the use of AI, whilst focusing on critical thinking The approaches that CMOs can take to having conversations with their CFOs on rationalizing the cost of implementing AI

Join Richard Meneghello, Chief Content Officer at Fisher Phillips, as he shares his journey from litigator to content strategist. He discusses how to ignite a writing culture among lawyers and the importance of collaboration between legal and marketing teams. Richard also highlights the transformative role of AI in enhancing legal content while preserving brand integrity. With insights on successful content campaigns and fostering client engagement, he provides invaluable advice for CMOs aiming to elevate their firms' visibility and growth.

Cross-selling is becoming an essential part of how law firms can boost their revenue and create long-lasting relationships with their clients. Yet, CMOs and BD leaders have recognized that their lawyers are struggling to cross-sell effectively, leaving them wondering how they can get their lawyers over the cross-selling barriers. The key to that is building real human connection.  On today's episode of the CMO Series Podcast, Charlie Knight is joined by Jason Levin, Founder of Ready Set Launch and author of Relationships to Infinity, former brand marketer of Unilever, and a business development coach to law firms across the US. Jason shares his insights on how CMOs can help their lawyers be more authentic and in-tune with their clients to help unlock unlimited opportunities to cross-sell and establish long-lasting relationships. Charlie and Jason cover:  The types of clients Jason takes on and the core work Jason does with law firms The expectations that general counsels have for law firms and the reason why lawyers fall short in meeting their expectations The approaches lawyers can take to build relationships and how CMOs can make it easier for their lawyers The barriers holding law firms back from cross-selling and what practical steps CMOs can take to help their lawyers unlock their cross-selling potential The ways CMOs can help their lawyers shift from the ‘not enough time’ mindset to a proactive mindset Practical examples of small changes that lead to significant results, along with key takeaways CMOs should apply Advice for CMOs on building authentic relationships to unlock the full potential of cross-selling within their firms