Episode 5 - CMO Series Laterals & Mergers: Kathryn Whitaker of Burr & Forman on Turning Lateral Moments Into Momentum

Law firms can no longer just coast on stability anymore, they need to start actively building momentum. Marketing leaders are expected to evolve alongside the business, modify strategy around lateral growth, and provide value through data. 

As part of our CMO Series: Laterals & Mergers sub-series, we're revisiting this conversation between Eugene McCormick and Kathryn Whitaker, Chief Marketing Officer at Burr & Forman, on how her strategic approach has evolved since her first appearance on the podcast back in 2022.

Kathryn broke down how marketing can support opportunistic growth, why firms are shifting toward outcome-driven metrics, and why mid-career attorneys may be the biggest missed opportunity in law firm growth strategy today.

In this episode Kathryn discusses:

• Law firm growth through strategic scaling
• Lateral integration to build long-term success
• The importance of data-driven storytelling to inform decisions
• AI's practical impact on efficiency and visibility
• The under leveraged investment in mid-career attorneys