Passle CMO Series Podcast

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

In this special edition of the CMO Series Podcast, we revisit one of the standout sessions from last week’s CMO Series Live in New York. This episode explores how managing partners and senior leaders are using thought leadership to strengthen client relationships, drive business development, and leave a lasting impact in the digital space. This session was moderated by our very own Alistair Bone, who was joined on stage by: Jeff Greenbaum, Managing Partner of Frankfurt Kurnit Klein & Selz Simon Malko, Managing Partner of Morris, Manning & Martin Meredith Williams-Range, Chief Legal Operating Officer at Gibson Dunn Carl Kennedy, Partner and Co-Chair, Financial Markets and Regulation at Katten Jeff, Simon, Meredith, and Carl shared how effectively leveraging thought leadership has fueled their firm’s growth, elevated their personal brands, and empowered their lawyers to become thought leaders themselves. This special episode covers:  How thought leadership fits into today's legal landscape and why it's significant The challenges to expect when getting your lawyers to create their own thought leadership Refreshing approaches to maintaining a dynamic and compelling online presence over the long term   Advice for firms that want to build successful thought leadership programs 

AI is quickly being adopted and used to keep firms ahead of the curve, yet many firms struggle to do this effectively and get the most out of AI. However, the key question many firms ask is ‘How do we bring the whole firm along the journey of using AI?’ In today’s re-release episode, Gina Connell, Chief Marketing Officer at B P Collins, discusses the practical and strategic approaches to navigating the journey of AI within a firm. Gina breaks down how she led the charge of the firm’s AI policy, how firms can collaborate and use AI, and how to encourage people across the firm to engage with AI effectively.  This episode covers:  Practical steps to effectively developing and communicating an AI policy How to bring the different areas of the firm up to speed on AI and its potential impact on their sectors.  What the AI journey looks like and what are the biggest opportunities for AI in legal marketing. Advice for marketers looking to stay ahead of the curve with AI in their firm.