About

I’ve been inside your firm.

Fifteen years running marketing and business development at regional AmLaw firms. Not advising from the outside. Operating from the inside.

The Origin

What I saw from the inside

I ran marketing at regional AmLaw firms during the years when those firms were figuring out what 'business development' actually meant. I sat in the BD meetings. I watched what happened when a senior partner walked in with no preparation and no follow-through.

The firms weren't failing for lack of budget, talent, or effort from the marketing department. They were failing because attorneys had never been taught the specific skills required to drive business through a marketing function.

Nobody blamed the attorney. Nobody named the skill. So nothing changed, and the cycle repeated, engagement after engagement, year after year.

A figure looking through a telescope toward a golden light — representing clarity and insight

The Insight

“The marketing team is doing its job. The attorney is doing their job. Nobody has taught them how to do the same job together.”

That gap (between capable people who were never given the same skill set) is exactly what the Cross Oceans program closes.

Background

A career built on pattern recognition

Before law firms, I worked in aviation and energy: environments defined by discipline, systems, and precise communication under pressure. That background isn’t incidental. It’s why I approach behavior change as an engineering problem, not a motivation problem.

Aviation

Aviation operations, where checklists exist because human memory isn't enough and discipline is the product. Complex behavior change requires systematic structure, not inspiration.

Corporate operations inside a global energy company: institutional inertia, process design, and how large organizations resist and accept change. The same dynamics play out inside law firms, just with a different cast.

AmLaw Firms

15+ years running marketing and BD inside regional firms. Workshops. Partner retreats. Individual coaching sessions. The full cycle, repeated enough times to know what works.

The Conviction

Law firms don’t have a marketing problem. They have a training problem.

That’s the insight Cross Oceans was built on. The attorneys are capable. The marketing departments are capable. What’s missing is a structured, repeatable process for teaching attorneys the skills to use their department, and holding them accountable for doing it.

That’s a teachable skill. I’ve seen it work. And that’s the program.

Next Step

If this problem sounds familiar

If you’ve watched the budget renew without a clear picture of what it returned, let’s have a direct conversation about what the assessment process looks like for your firm.

Book a Strategy Call