After tackling structural and cultural hurdles in Chicago, the CMO Series Live roadshow moved to New York to deliver a practical roadmap for conquering the industry’s toughest growth challenge: cross-selling.

This video captures the dynamic discussion, moderated by Alistair Bone (Senior Vice President, Passle), with senior leaders who shared concrete examples of how firms can move from intention to execution.

The Panelists Featured in This Video

• Shade Vaughn, Chief Strategy and Growth Officer, Akin

• Trish Lilley, Chief Marketing and Business Development Officer, Barnes & Thornburg

• Robin Davidson, Director of Marketing and Communications, Boies Schiller Flexner

• Katherine Diggs, Chief Business Development Officer, Quinn Emanuel

Why Cross-Selling Matters

Alistair Bone opened with crucial context from BTI Consulting, establishing the scale of the opportunity discussed in the video:

• 77% of law firms describe themselves as ineffective at cross-selling; only 4% are highly effective.

• The vast majority of revenue, close to 80%, typically comes from existing clients.

• Cross-selling success can add roughly 12% to a firm's bottom line.

The data confirms the huge payoff for firms that effectively implement the principles outlined in the video.

4 Core Principles for Successful Execution

The discussion quickly clarified the foundation required for success. As explored in the video, cross-selling thrives when it is treated as a strategic priority, not an ad-hoc activity.

1. Strategic Alignment: It must be a firm strategy, integrated into the growth agenda, rather than being delegated solely to Business Development.

2. Focused Initiatives: Focused efforts on a small set of priority clients or themes build momentum faster than broad, firm-wide pushes.

3. Technology as an Enabler: Tools like AI and market intelligence allow firms to spot client needs earlier, target opportunities more precisely, and arm partners with real evidence.

4. Cultural Trust: Partners embrace cross-selling when they trust colleagues, understand the firm’s offerings, and feel confident representing their peers.