CMO Series Live 2025 came to a crescendo with unmissable, exclusive insights from the second half of the afternoon's sessions. 

The Hidden Revenue Stream: Driving Firm Growth Through Cross-Selling

Our excellent panel session focused on the ways marketing and business development leaders can drive sustainable growth by strategically embedding cross-selling into the core practices of client engagement. We heard from David Kaufman, Director of Global Strategies at Nixon Peabody, Mariana Loose, Chief Marketing Officer at Alston & Bird, and David McClune, Chief Marketing & Business Development Officer at Davis Polk & Wardwell.

“You have to work on ways to develop trust.” - David Kaufman

The panel covered:

• Strategies for building and activating client teams that drive real-time impact.
• Reshaping lawyer mindsets: from the focus of “do good work” or “cultivate trusted relationships”.
• Best practices to effectively cross-sell in large law firms and to secure long-term adoption.
• Methods to educate lawyers on the opportunities available through cross-selling and how it enhances client value.

The AI Revolution and What it Means for CMOs

As CMO Series Live came to a close, the final panel of the day explored the way AI is reshaping the landscape for legal marketing and business development. 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

“This is a general-purpose technology… it will bring value across your business.” - Bridget Mary McCormack

This panel of industry leaders shared how CMOs can adapt to address and meet their client expectations, and how to steer internal opposition to make strategic investments in AI-driven legal services.