The Top Challenge for Legal CMOs: Building a Next Generation Growth Engine
Release Date: 10/08/2025
Why professional services firms will need a new approach to cybersecurity services, post Mythos
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In this episode of the Future of the Firm podcast, Ganesh Devarajan, Americas Cyber Risk Leader for EY, joins Emma Carroll, Head of Client Voice at Source, to explore why professional services firms must evolve their approach to cybersecurity services and discuss the implications of Anthropic's Claude Mythos. We explore the following questions and more: What are the biggest changes taking place in the cyber environment today? How will the launch of...
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How is adaptability setting the best firms and clients apart from their competitors?
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In this episode of the Future of the Firm podcast, Rob Fisher, Global Head of Advisory for KPMG International, joins Emma Carroll, Head of Client Voice at Source, to explore how adaptability is setting the best firms and clients apart from their competitors. We explore the following questions and more: Why is incrementalism a recipe for failure in enterprise transformation? What is the "competitor blind spot" and how does it skew strategic planning? Why isn’t the surge in AI-driven data translating into faster, clearer...
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The impact of AI on firms’ thought leadership
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In this episode of the Future of the Firm podcast, Elizabeth Bolshaw, Global Content Strategist at EY, joins Emma Carroll, Head of Client Voice at Source, to explore the impact of AI on professional services thought leadership. In this episode, we explore the following questions and more: How is the democratisation of information changing the competitive landscape of thought leadership for firms? How can firms differentiate themselves in a competitive "sea of sameness"? With many CxOs expressing cynicism toward AI-generated thought...
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How is AI transforming consulting and what’s next for firms?
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In this episode of the Future of the Firm podcast, Bhaskar Ghosh, former Chief Strategy and Innovation Officer at Accenture, joins Emma Carroll, Head of Client Voice at Source, to explore how AI is already transforming the consulting industry and the big mistakes firms must avoid making. In this episode, we explore the following questions and more: Will AI shrink or grow the consulting industry? Is the biggest risk to consulting firms not job losses, but loss of judgement? How will...
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Trends in how clients are using AI – agentic and more…
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In this episode of the Future of the Firm podcast, Francine Bennett, Board Member at the Ada Lovelace Institute and at The British Library, joins Emma Carroll, Head of Client Voice at Source, to explore the rapid evolution of AI and its practical implications for business leaders. Drawing on over 20 years of experience, Francine address the following questions and more: Where are we with agentic AI, and how far have businesses really got with its adoption? In what ways are multimodal AI and direct speech-to-speech voice models transforming...
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Reinventing technology alliances in professional services firms
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In this episode of the Future of the Firm podcast, Paul Clark, Partner & Global Alliance Leader - EY Microsoft at EY, joins Fiona Czerniawska, CEO at Source, to discuss reinventing technology alliances. We address following questions and more: Is AI ushering in a new era of implementation partner dynamics? You don't get to the lightbulb through continuous reinvention of the candle. How can we reimagine the entire partner model to integrate...
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How to avoid drowning in a thought leadership “sea of sameness”: Insights from Source’s quality ratings report 2026
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In this episode of the Future of the Firm podcast, Natasha Cambell, Principal Consultant at Source, and Nicola Kostrzewska, Senior Consultant at Source, join Emma Carroll, Head of Client Voice, to explore the themes and findings of the latest Quality Ratings of Thought Leadership report. Natasha and Nicola share insights that challenge the industry to rethink how content is created and activated to stand out in an increasingly crowded market and overcome the much-discussed "sea of sameness". They address questions including: What...
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Transforming asset-based consulting as a route to growth
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In this episode of the Future of the Firm podcast, Andy Baldwin, Global Managing Partner & SVP Offerings & Growth at IBM Consulting, joins Fiona Czerniawska, CEO at Source, to explore the rapidly evolving landscape of asset-based consulting. Andy shares insights that challenge the industry to rethink how traditional human consultants integrate with digital software assets and autonomous agents. We address questions including: What is "asset-based consulting" and how do productivity-based assets differ from...
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The new competitive advantage of regional firms
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In this episode of the Future of the Firm podcast, Geert van den Goor, CEO at Valcon, joins Emma Carroll, Head of Client Voice at Source, to talk about the new competitive advantage of regional firms. Geert takes us through Valcon's growth journey towards a "European powerhouse" model that balances regional expertise with the scale necessary to deliver tangible, AI-driven business transformation. In this episode, we explore the following questions and more: Given the...
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Rethinking Audit: a creative journey
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In this episode of the Future of the Firm podcast, Jo Rhoden, Executive Director at Tapestry Networks, joins Emma Carroll, Head of Content at Source, for a creative journey to rethink the audit profession. Speaking in her personal capacity, Jo shares insights from her on the future of audit, challenging the industry to look beyond compliance and standardisation to innovation and creativity. We address questions including: Beyond the obvious impact of technology, what are the other major drivers of change in the audit market...
info_outlineIn this episode of the Future of the Firm podcast, Emma Carroll, our Head of Content, speaks to Karen Morton, the Chief Marketing Officer of Cleary Gottlieb and President of LMA Europe. They discuss the newly launched report, produced in a collaboration between Source and the Legal Marketing Association Europe, that examines The Top Challenge for Legal CMOs: Building a Next Generation Growth Engine.
Karen and Emma shared their insights on these matters and more:
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Revenue generation is a core part of the CMO’s role, and 67% of those surveyed say it is set to become even more important. With growth a big goal for firms today, their marketing leaders need to free up time and resource to support them with this.
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96% of marketing leaders say they’ll be investing more in technology within their function over the next 18 months. Challenges they face include knowing the optimal timing for tech investment, guaranteeing seamless integration across disparate systems, and transforming raw data into meaningful insights.
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Over 50% of respondents from the survey say that using technology and analytics to better understand client behaviour and deliver an exceptional experience is crucial. This shift further towards data-driven insights is now central to the role of CMOs.
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Law firm marketing and business development leaders should prioritise using technology to increase efficiency and output by automating mundane tasks and reducing human error, thus creating a high-performing and sustainable team.
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Law firms need to move away from mass content distribution and instead focus on delivering personalised, targeted insights that really resonate with clients.
If you enjoyed this conversation, don’t miss our sister podcast, Business Leader’s Voice. In a recent episode, we talked to Aurelija Pletiene, Director of Product Management at Vinted, about how you can cut through the noise to align, focus, and deliver innovation around trust and safety.