Law firms continue to struggle with getting their lawyers to cross-sell effectively, leaving significant revenue untapped. The good news is that with the right strategic shift, firms can close the gap between their professionals and cross-selling success.
In this episode of the CMO Series, Yasmin Zand is joined by Threshold Advisors Managing Partner, Dr. Karen Kahn, to talk about how firms can do this effectively. Karen is a psychologist, certified coach, and the author of Daunting to Doable. 
In this episode, Karen breaks down how law firms can turn relationships into revenue by making cross-selling simple, authentic, and lawyer-focused. She shares the mindset shifts, behaviors, and tech tools that help CMOs and leaders move from broad strategies to personalized, practical business development that actually sticks.
 
Karen and Yasmin dive into:

Karen’s career journey in psychology and the pivotal moment she decided to work with law firms
The core reasons why cross-selling is central to firms’ growth and the barriers stopping lawyers from cross-selling
The shift in Business Development from macro to micro and ways firms can better support their professionals
The key mindset lawyers need to adopt in order to grow in confidence and successfully cross-sell
The role of technology and AI in transforming lawyers’ habits into effective cross-selling behaviors
Advice for CMOs and marketing leaders wanting to close the cross-selling gap and get their lawyers cross-selling effectively

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