Passle CMO Series Podcast

Passle
  • 5.0 (4)
  • MARKETING
  • UPDATED BIWEEKLY

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. Produced by Passle, the platform behind the Thought Leadership Suite and CrossPitch AI, built to power thought leadership and cross-selling for the world’s leading professional services firms, including Ropes & Gray, Linklaters, Quinn Emanuel and many more. Find out more at passle.ai.

  1. FEB 5

    Episode 192 - Aubrey Bishai of Vinson & Elkins on Why Innovation Goes Beyond AI Strategy

    True innovation in law firms goes beyond AI. It's rooted in humanity, with the people and process creating true client value. On today’s episode of the CMO Series Podcast, Will Eke is joined by Aubrey Bishai, Chief Innovation Officer at Vinson & Elkins, to explore the true meaning of innovation and the evolving client expectations around AI. Aubrey joins us to unpack how the firm’s unique leadership structure really works in practice. Aubrey shares insights into how she decides what’s worth investing in beyond the AI hype, and why she believes innovation is a “deeply human endeavour.” They discuss the role of marketing and BD in driving meaningful change, and what’s next for innovation at Vinson & Elkins in 2026. Tune in to hear: Aubrey’s career journey into the innovation space Her definition of innovation and the power of small changes The importance of human experience at every step How following client needs drives quick changes Practical advice on adopting a system-wide approach to innovation

    26 min

  2. JAN 28

    Episode 191 - Patrick Johnson of Honigman on Rethinking How Law Firms Pitch and Win Work

    Most law firms pitch a lot. Far fewer pitch well. And that gap represents one of the biggest missed growth opportunities in the legal market. In the latest episode of the CMO Series Podcast, Charles Cousins is joined by Patrick Johnson, Chief Business Development & Marketing Officer at Honigman, to explore the importance of culture and client-centric storytelling in pitches. After a month in his role, and previous experience spanning multiple law firms and time at McKinsey, Patrick offers a sharp perspective on why pitching and winning work is still treated as a process problem, rather than a strategic one.  They discuss what law firms are getting wrong, what best practice really looks like, and how Honigman is approaching pitching with a curious mindset from day one. Patrick shares: His impressive career journey and how pitching became central to business strategy The importance of winning partner buy-in to change how firms pitch The importance of culture and process before advancing technology Reasons why law firms struggle to win work Actionable steps for leaders to introduce new ways of working

    18 min

  3. JAN 21

    Rainmakers: EP6 - Mona Dajani of Baker Botts on Standing Out and Staying Authentic

    Building a book of business isn’t about being perfect or staying invisible, it’s about being consistently authentic and recognizable long before clients even need you. On today’s episode of CMO Series Rainmakers, we’re joined by someone who has redefined what it means to build a book of business in Big Law. Mona Dajani, Partner and the Global Co-Chair of the Energy, Infrastructure and Hydrogen teams and Co-Chair of the Baker Botts Energy sector worldwide, has spent more than 25 years carving out a reputation as one of the most dynamic and recognisable voices in the sector. From broadcasting A-list interviews on early-morning TV to posting daily market insights, Mona has turned visibility, personality and consistency into a true competitive advantage. Her ability to generate work, often from followers, viral posts and even dinner parties, is the definition of rainmaking. Tune in to hear: Mona’s unique career journey from broadcasting to law The role of authenticity in driving business Leveraging thought leadership and cross-selling for big client wins The role of the human behind the lawyer Practical advice for building a book of business

    24 min

  4. JAN 14

    Episode 190 - Vanessa Torres and Mark Kesslen of Lowenstein Sandler on Redefining Client Experience from the Inside Out

    A consistent client experience doesn’t start with clients. It begins with strong internal alignment throughout the firm, built on trust, collaboration, and a proactive culture. In this episode of the CMO Series Podcast, we’re diving into one firm’s bold growth journey. Lowenstein Sandler has set its sights on expanding from 400 to 700 lawyers in just five years. But behind that ambition lies a bigger story, where marketing, business development, and firm leadership come together to deliver a consistent client experience. Vanessa Torres, Chief Marketing and Business Development Officer, and Mark Kesslen, Partner and Chair of the firm’s Intellectual Property Group, join Eugene McCormick to share how the “One Lowenstein Experience” is shaping culture and innovation, and what success will look like in the years ahead. They explore: The concept behind the “One Lowenstein Experience” Using data and insights to anticipate client needs How internal collaboration drives trust and credibility Lowenstein’s ambitious targets for future success Practical advice for building a consistent, positive culture

    27 min

  5. JAN 7

    Rainmakers: EP5 - Tom Whittaker of Burges Salmon on Carving a Niche as a Go-To Thought Leader

    Standing out in a crowded market increasingly depends on carving out a clear niche and owning it with confidence. In this episode of CMO Series Rainmakers, Sarah Strachan is joined by Tom Whittaker, Director and Head of AI (Advisory) at Burges Salmon, to explore how lawyers can build authority by becoming the go-to voice in an emerging area. Tom shares how an early interest in writing evolved into a focused thought leadership strategy, positioning him at the forefront of AI regulation long before the space became crowded. They discuss when thought leadership first clicked for Tom, how he identified an opportunity in a fast-moving regulatory landscape, and the importance of consistency and clarity in building credibility.  Tom and Sarah cover: The early stages of Tom's career, and the moment he realised that writing and thought leadership could play a meaningful role in his development How he began positioning himself in the AI space before it really gained traction The shift from specialising in AI to becoming the person clients and government bodies actively seek out  How thought leadership has helped build a profile and generate new opportunities How to keep insights timely and build visibility in a fast-moving regulatory landscape How to encourage a culture of writing, collaboration and knowledge-sharing inside the firm Practical steps for lawyers looking to carve out a niche

    21 min

  6. 12/17/2025

    Episode 189 - Kathryn Whitaker of Burr & Forman on Turning Moments into Momentum in Legal Marketing

    Law firms are no longer operating in a period of stability; they require momentum. Marketing leaders are expected to evolve alongside the business, retrofitting strategy around lateral growth, proving value through data, and guiding attorneys who are neither new nor at the top.  In this episode of the CMO Series Podcast, we’re joined by Kathryn Whitaker, Chief Marketing Officer at Burr & Forman, to explore how her leadership and strategic approach have adapted since her first appearance on the podcast back in 2022.  Kathryn shares insights into how marketing supports opportunistic expansion, the shift toward outcome-driven metrics, and why mid-career attorneys might be the biggest missed opportunity in law firm growth strategy today. Kathryn and Eugene discuss: Law firm growth through strategic scaling Lateral integration to build long-term success The importance of data-driven storytelling to inform decisions AI’s practical impact on efficiency and visibility The underleveraged investment in mid-career attorneys

    23 min

  7. 12/09/2025

    Episode 188 - Charlotte Eberlein of Thomson Snell & Passmore on Building a BD Culture in the World’s Oldest Law Firm

    What does it take to modernise a 450-year-old law firm without losing the legacy that makes it iconic? Charlotte Eberlein, Head of Marketing and Business Development at Thomson Snell & Passmore, has spent over a decade answering that question in real-time. She has built a business development culture from the ground up, brought PR in-house, and helped the firm deliver big law impact on a regional budget.  In this episode of the CMO Series Podcast, Charlotte joins Will Eke to talk through that journey and the lessons she’s learned along the way. Charlotte and Will cover:  Charlotte’s journey from big law to a regional role at Thomson Snell & Passmore, and the moment business development became her focus The biggest differences and similarities between a regional independent firm and a big law firm How to build a reputation that punches above its weight and delivers big law impact on a leaner budget The history of Thomson Snell & Passmore and how to strike the balance between heritage and keeping the brand modern and relevant How to compete with limited resources, where to focus investment, and what to leave off the table Key projects Charlotte is driving forward right now Advice for others trying to market a regional or mid-sized firm with limited resources

    23 min

  8. 12/02/2025

    Episode 187 - Lean & Mean: Driving BD in a Mid-Sized Firm with Kelley Goes of Jackson Kelly

    Driving business development in a mid-sized regional firm is rarely about large budgets. It’s about sharp strategy, creativity and the ability to make every action count. In this episode of the CMO Series Podcast, Kelley Goes, Member and Chief Marketing and Business Development Officer at Jackson Kelly, joins Alex Haidar to share how her unconventional career path has shaped her bold, practical approach to legal marketing and BD. Kelley’s journey began as a litigator at Akin Gump, moving into public service as West Virginia’s Secretary of Commerce, and later serving as State Operations Director for Joe Manchin. Having been a private practitioner, a public servant, the client and the lawyer to the client, she brings a uniquely rounded perspective to her role at Jackson Kelly. Today, she leads marketing and BD for the firm with a focus on clarity, confidence and doing more with less. She talks openly about defining the right target audiences, supporting lean teams and introducing new tools without losing lawyers along the way. Her leadership philosophy, shaped by years working with high-stakes decision-makers, is grounded in authenticity, accountability and lifting up the people around her. Kelley and Alex discuss: How an unexpected career path from litigation to public office prepared Kelley for legal marketing The leadership lessons she learned working alongside figures like Joe Manchin Why confidence, tight messaging and clear audience targeting matter more than budget Her creative internal BD initiatives and associate-focused engagement How she builds non-traditional teams and bridges creative and legal cultures Practical advice for lean BD and marketing teams wanting to better support their lawyers

    28 min
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Ratings & Reviews

5
out of 5
4 Ratings

About

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. Produced by Passle, the platform behind the Thought Leadership Suite and CrossPitch AI, built to power thought leadership and cross-selling for the world’s leading professional services firms, including Ropes & Gray, Linklaters, Quinn Emanuel and many more. Find out more at passle.ai.

Information

  • Creator
    Passle
  • Years Active
    2021 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © Copyright Passle 2021 All rights reserved.
  • Show Website
    Passle CMO Series Podcast