Looking beyond the legal marketing industry offers invaluable insights and fresh perspectives that can drive true innovation. In today’s episode of the Passle CMO Series Podcast, Will Eke welcomes Halina Kochanowicz, Chief Commercial Officer at IPH Ltd. Halina brings a wealth of knowledge from her extensive experience leading marketing for top-tier, magic-circle law firms to her current CCO role, where she continues to shape business strategies at the highest level. In this conversation, we’ll delve into Halina’s unique journey, exploring the key lessons law firm marketers can learn from other industries.  Halina and Will explore: Halina’s career journey to Chief Commercial Officer at IPH Why BD and marketing in law firms are “broken”, the core issues in legal, and how they differ from challenges in other industries How marketing and BD functions in law firms compare to those in other sectors, and what law firms can do to enhance the strategic impact of those functions The results of using unconventional methods like sales representation and what law firms can learn from these strategies The emerging trends or technologies that will drive change, and how law firms should adapt Advice for law firm marketing and BD leaders who want to adopt more disruptive and innovative tactics