Episode 204 - Rob Gijsen of CMS on Rethinking Client Strategy To Drive Real Revenue

In most large law firms, a small handful of clients truly move the needle on revenue, yet BD efforts are still spread thinly across the board.

In today’s episode of the CMO Series Podcast, Will Eke sits down with Rob Gijsen, Chief Marketing Officer at CMS, who has spent nearly three decades in senior BD and marketing roles at some of the world's largest firms. In the last year, Rob has driven the implementation of a new client and sector strategy to fundamentally change how CMS prioritises and manages its most important relationships.

Rob shares the thinking behind it, what rolling out a strategy looks like at a firm of CMS’s scale, and what he’d advise other leaders thinking about doing the same.

Rob and Will discuss:

• How Rob’s thinking about client strategy has evolved
• The need for a client categorisation framework
• Overcoming roadblocks and negative perceptions
• The quantitative results following the strategy
• Practical advice for others before implementation