A CRM implementation can involve a huge investment of time, money and resources, but making sure lawyers actually use a new CRM is another challenge entirely.

On today's episode of the CMO Series Podcast, Charles Cousins is joined by Eileen Kinney-Mallin, who has first-hand experience leading a global CRM implementation within a law firm. Eileen shares what it takes to drive genuine lawyer adoption, her own experience taking a CRM project from selection through to launch, and how building adoption into the process from day one made all the difference.

She also highlights her career journey and how she came to realise the significance of implementing a CRM, and how involving lawyers and other stakeholders early on shaped both the technology and its eventual success.

Charles and Eileen dive into:

• Her career journey and how she came to realise the significance of implementing a CRM
• The distinction between implementing technology and driving real transformation
• Why adoption needs to start at the very beginning of a CRM project, not at launch
• How involving lawyers and other stakeholders early on shapes both the technology and its success
• Using tangible use cases, like relationship scoring, to show lawyers what's in it for them
• How firms should measure genuine adoption and success once a CRM is live

The law firm's CMO is now a strategic, board-aligned leader with clear responsibility for driving the bottom line.

On today's episode of the CMO Series Podcast, Sam Page is joined by Melanie Hill, CMO at Chambers and Partners, to explore new research into how the role of the law firm CMO is changing and where it's heading next. Melanie shares what the data revealed about how CMOs measure success, with 81% prioritising revenue growth and 69% focusing on client retention and cross-selling, ahead of new business acquisition.

She also explains why brand has become a measurable business asset, why 46% of CMOs cite partner alignment as one of their biggest barriers to growth, and why the finding that only 10% see data and intelligence as core and essential points to a significant gap.

Sam and Melanie dive into:

• What Chambers and Partners set out to learn about the law firm CMO through this research
• Why revenue growth, client retention and cross-selling now lead as measures of marketing success
• How the CMO has evolved into a strategic, board-level function driving real commercial value
• Why brand and reputation are now measurable business assets that shape client hiring decisions
• The challenge of partner alignment and buy-in, and how CMOs can become trusted partners to the firm
• Balancing short-term pipeline with long-term brand investment to protect future revenue
• Why data and intelligence should underpin every decision, and the gap the research uncovered

Every firm’s marketing and business development are built on a foundation of digital infrastructure, but how does a modern, technologically aware firm organise their marketing and BD objectives effectively?

On today’s episode of the CMO series podcast, Avary Flynn sits down with Drew Hawkins, Senior Director of Marketing & Operations, and Rachel Hutson, Senior Manager of Digital Marketing, from Womble Bond Dickinson. Drew and Rachel explain how utilising new software systems can revolutionise productivity, efficiency and ease of use for a firm. With the help of Passle’s CrossPitch AI, the Womble Bond Dickinson team can develop through more seamless processes.

Avary, Rachel, and Drew dive into:

• How the Womble Bond Dickinson team managed content creation and distribution.
• How CrossPitch AI encourages networking and inter-firm collaboration.
• The link between improved communication and increasing referrals.
• Technology and AI’s impact on administrative effectiveness.
• Time-saving methods in busy, dynamic environments.
• Their key piece of advice for other marketers thinking about their infrastructure and platforms