Building Successful Cross-Sell Strategies | Angela Pandolfo Roy

Tip of the Law

In this episode of Tip of the Law, Joe Giovannoli and Angela Pandolfo Roy discuss cross-selling strategies for law firms.
Angela Pandolfo Roy, Chief Marketing Officer at Gibbons P.C., joined marketing executive and 9Sail founder Joe Giovannoli on the Tip of the Law podcast for a discussion on cross-selling strategies for law firms. As a veteran of in-house marketing roles and now leading a large firm’s efforts, Angela provided valuable insights from both perspectives.

One key point that she emphasized is understanding how partner compensation works. If origination credits don’t properly incentivize referrals, it poses a challenge. Firms also need thorough knowledge of their own services and clients’ needs to make effective matches. Both formal programs led by marketing and informal attorney networking are viable, depending on resources.

Regardless of approach, building good internal relationships is paramount. Attorneys won’t want to refer clients to colleagues they dislike. Courtesy and responsiveness go a long way both within and outside the firm.

When considering opportunities, Angela’s “tip of the law” centers on working smarter, not harder. So-called “low-hanging fruit” like employment law, real estate, and cybersecurity are naturally relevant to most clients, and because of their ubiquitous nature, these busy practices provide easy entry points for referrals.

Transitioning into a leadership role like CMO requires shifting from hands-on work to strategic planning. Letting go of tasks now handled by others was an adjustment. Leveraging resources like knowledge management teams provides valuable insights into clients.

Overall, the discussion offered practical tips applicable to any industry involving cross-functional sales. Whether through formal programs or informal efforts, understanding compensation, services, client needs, and internal relationships are key to any successful cross-selling strategy.