At CMO Series Live 2025, Passle's Chief Marketing Officer, Connor Kinnear, delved into how cross-selling serves as a law firm's greatest growth driver and how AI can overcome barriers like trust and understanding. He covers what General Counsel want, insights from Managing Partners, and how AI can harness existing content and author data to unlock cross-selling potential.
Connor also introduced Passle's CrossPitch AI, a new platform which has been built specifically for professional services firms to surface hidden expertise, connect siloed teams, and drive smarter, data-informed cross-selling at scale.
Key takeaways include:
- What general counsel want from your firm, and how cross-selling fits
- The key barriers to cross-selling and how they can be overcome
- How AI can leverage existing content and author information to unlock cross-selling
- How AI tools like CrossPitch can help make cross-selling happen in law firms
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