Each year at Passle, we conduct research into various topics, from what General Counsel want to see from law firms, to the priorities of legal marketing leaders.  

This year, we are thrilled to reveal the US & UK Cross-Selling & AI in Legal Marketing Survey 2025, examining the biggest challenges and opportunities that legal marketing and business development leaders face when it comes to cross-selling and adopting AI.

Get your copy of the research here.

Earlier this year, we surveyed 150 senior marketing and business development professionals across the US and UK to gain insight into what is holding firms back from fully committing to AI, and the barriers preventing firms from maximizing cross-selling opportunities. 

This report focuses on how firms can unlock the value and revenue to overcome the challenges of cross-selling and the ways firms can embrace tools that are reshaping the future of professional services. 

The Cross-Selling Opportunity

99% of the 114 respondents who expressed an opinion agreed that cross-selling represents the greatest opportunity for revenue growth.

However, the survey reveals that 84% of law firms are missing out on cross-selling opportunities, leaving an average of 12.5% of annual revenue behind due to cross-selling challenges.

The top 3 barriers to cross-selling were cited as:

• Disinclination to share clients
• Fear of appearing pushy 
• Lack of time

AI’s Potential in Bridging the Gap

The research found that although law firms are continuing to invest in AI tools to support their marketing and business development efforts - with 50% of firms budgeting more than £500,000 in the next 12 months on AI - there are still clear barriers to adoption, particularly around implementation, data privacy, and internal IT restrictions.

If firms can align their internal processes with revenue goals, they can overcome these challenges, harness AI to bridge the cross-selling gap, and promote stronger collaboration across teams. 

Get the full insights here by downloading the report. 

For questions and comments, please reach out to marketing@passle.net