In a fascinating panel moderated by Peter Skinner (CMO, Wedlake Bell), senior leaders from across the legal sector explored how the role of the Chief Marketing Officer is evolving in response to shifting client expectations, rapid technological change, and increasing competitive pressure.

Michelle Holford (CCO, Slaughter & May), Owen Williams (Partner & Director of Marketing & BD, Simmons & Simmons), and Lesley O’Leary (COO, Charles Russell Speechlys) shared their perspectives on how marketing leadership is becoming more strategic, more integrated, and more critical to firm success.

Here are some of the key themes and insights from the discussion:

• The Expanding CMO Role
  • The CMO role is evolving due to increasing complexity in go-to-market strategies, more channels, and the need for personalization.
  • Some firms have split roles, such as separating communications from marketing or appointing both a chief media officer and a chief marketing officer.
  • The breadth of required skills is increasing, leading to more specialized roles (e.g., head of data, head of digital, head of comms).
  • The CMO must oversee a wide range of functions, making the role broader and more complex than in the past.
  • The evolution is ongoing and unlikely to stop, requiring continuous adaptation.
• Drivers and Process of Role Evolution
  • Role expansion often coincides with leadership changes (e.g., new managing partners).
  • The CMO role increasingly stretches into technology, conflicts, HR, and other business areas.
  • All of the panelist described becoming "fixers" who solve problems across the business, not just within marketing or BD.
  • The evolution is both strategic (leveraging client knowledge across teams) and tactical (distilling firm priorities into actionable team objectives).
• The CMO as a Connector and Change Agent
  • CMOs are increasingly responsible for connecting not just their own teams, but also wider business services and clients to solutions.
  • Owen gave a great example at Simmons & Simmons. The marketing team (approx. 100 people globally) is encouraged to build connections across business services, especially IT.
  • A marketing operations team, acts as an "API" between business functions, translating needs and facilitating communication.
  • Leadership is encouraged to be outward-facing and collaborative, recognizing that modern operations require cross-functional integration.
• Client-Centric Mindset
  • Success at the C-suite level requires genuine interest in the broader business and a client-focused approach.
  • Treating colleagues as clients and seeking to solve their problems fosters collaboration and drives value.
  • The panel emphasized the need for energy, curiosity, and alignment with firm goals rather than personal advancement- however the latter is of course a thing as well.  It doesn't just get handed to you.
• Advice for Current and Aspiring CMOs
  • Lean into opportunities authentically and for the greater good.
  • Embrace the broad range of skills within the function; for example, hiring from IT sales to improve sales capabilities and leveraging data scientists.
  • Be curious, seek out interesting challenges, and don't be limited by a narrow role definition.
  • The "C" in CMO is about having a functional vision and being curious about the business, not just about holding a title.
  • Play to your strengths, be good at what you do, and don't try to be all things to all people.
  • If you don't get the desired response or fulfillment, seek happiness elsewhere.
  • Recognize that every function has its moment of focus or time in the sun; timing and reading the organizational climate are crucial for advancing initiatives.
  • Engage broadly across business services to stay attuned to shifting priorities.
• Wellbeing, Boundaries, and Support Networks
  • The CMO role can be lonely and often involves additional responsibilities. Setting boundaries is essential for maintaining professional, mental, and physical wellbeing.
  • Self-preservation is necessary; prioritizing personal health enables better performance and support for others.
  • Being organized and clear about daily priorities helps manage conflicting demands and reduces stress.
  • Building a network of peers, such as through the LMA (Legal Marketing Association), provides a safe space for sharing challenges and advice.
  • Peer support, including WhatsApp groups, offers relief and practical guidance for difficult situations.
  • Leadership teams play a vital role in supporting each other, knowing when to switch off, and fostering a positive environment.
  • Removing toxic individuals from the team is important for maintaining a healthy work culture.        

The panel concluded that the future structure and expectations of the Chief Marketing Officer (CMO) role remain unresolved, there is always going to be an ongoing debate about whether the title is outdated and if responsibilities should be more specific or further specialized. All agreed that there should be some clarity and consistency around the evolution of this role to prevent confusion, role overload, and potential burnout as responsibilities expand without adequate support structures.  What isn't debatable, however, is the fact that the role is increasingly becoming even more integral to law firms.