Episode 189 - Kathryn Whitaker of Burr & Forman on Turning Moments into Momentum in Legal Marketing

Law firms are no longer operating in a period of stability; they require momentum. Marketing leaders are expected to evolve alongside the business, retrofitting strategy around lateral growth, proving value through data, and guiding attorneys who are neither new nor at the top. 

In this episode of the CMO Series Podcast, we’re joined by Kathryn Whitaker, Chief Marketing Officer at Burr & Forman, to explore how her leadership and strategic approach have adapted since her first appearance on the podcast back in 2022. 

Kathryn shares insights into how marketing supports opportunistic expansion, the shift toward outcome-driven metrics, and why mid-career attorneys might be the biggest missed opportunity in law firm growth strategy today.

Kathryn and Eugene discuss:

• 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 underleveraged investment in mid-career attorneys