Bridging Law Firm Silos: How Law Firms Can Maximize AI-Driven Cross-Selling (James Barclay, CEO Passle)

In this episode, James Barclay, CEO of Passle, discusses how legal technology is evolving to solve a big challenge in the legal industry: cross-selling. James shares the journey of Passle—from its roots in the early internet gold rush to becoming a leading thought leadership platform for the Am Law 200.

The conversation covers Passle's new AI-driven tool, CrossPitch, which helps attorneys overcome the "trust and awareness" barriers that prevent internal collaboration and revenue.

James explains that while content marketing is essential for lawyers to showcase expertise, the real value lies in how that expertise is shared internally within a law firm. Research suggests that firms leave at least 10% of their revenue on the table due to ineffective cross-selling. To address this, Passle developed CrossPitch, an AI tool that analyzes attorney bios and firm-wide thought leadership to automate internal networking.

Key Takeaways:

• The Problem of Silos: Large firms often suffer from a lack of awareness; attorneys in different offices or practice groups are often unaware of their colleagues' specific expertise.

• AI-Powered Matching: Cross Pitch reads a firm’s thought leadership and matches it with the bios of attorneys whose clients would benefit from that specific knowledge.

• Data Visualization: The platform provides a "Cross-Selling Intelligence Map" to help managing partners visualize collaboration and identify "dark spots" where practice groups are not engaging.

Episode Credits

Editing and Production: Grant Blackstock

Theme Music: Home Base (Instrumental Version) by TA2MI

Episode Credits

Editing and Production: Grant Blackstock

Theme Music: Home Base (Instrumental Version) by TA2MI