Episode 188 - Charlotte Eberlein of Thomson Snell & Passmore on Building a BD Culture in the World’s Oldest Law Firm

What does it take to modernise a 450-year-old law firm without losing the legacy that makes it iconic? Charlotte Eberlein, Head of Marketing and Business Development at Thomson Snell & Passmore, has spent over a decade answering that question in real-time. She has built a business development culture from the ground up, brought PR in-house, and helped the firm deliver big law impact on a regional budget. 

In this episode of the CMO Series Podcast, Charlotte joins Will Eke to talk through that journey and the lessons she’s learned along the way.

Charlotte and Will cover: 

• Charlotte’s journey from big law to a regional role at Thomson Snell & Passmore, and the moment business development became her focus
  
• The biggest differences and similarities between a regional independent firm and a big law firm
  
• How to build a reputation that punches above its weight and delivers big law impact on a leaner budget
  
• The history of Thomson Snell & Passmore and how to strike the balance between heritage and keeping the brand modern and relevant
  
• How to compete with limited resources, where to focus investment, and what to leave off the table
  
• Key projects Charlotte is driving forward right now
  
• Advice for others trying to market a regional or mid-sized firm with limited resources