Passle, recognized for developing thought leadership and cross-selling tools tailored for law firms, has introduced a new feature to enhance its CrossPitch AI platform. The Cross-Selling Intelligence Map aims to elucidate often overlooked revenue-generating activities within law firms.
Announced today, the Intelligence Map visualizes the dissemination of thought leadership content authored by attorneys, creating a network diagram that spans various offices and practice areas. This initiative responds to a pressing need within the legal sector: 84% of business development and marketing professionals in law firms feel their firms miss crucial cross-selling opportunities, leading to an estimated revenue loss of at least 10% annually, as indicated by a study commissioned by Passle.
The Intelligence Map builds on the CrossPitch AI system launched in June. CrossPitch AI employs artificial intelligence to evaluate content produced by attorneys — such as blog posts and articles. It cross-references this with publicly available attorney bios to identify colleagues who might benefit from these insights, notifying them with AI-crafted content summaries via email.
A distinctive feature of this new tool is the ability to transform these notifications into an interactive network map. The map identifies active attorneys through larger nodes, depicting how content distribution varies across the firm. Leaders can filter this data by location, practice area, or industry, offering insights into how attorneys or new hires integrate within the firm. This visualization addresses longstanding barriers to cross-selling: awareness of colleagues’ expertise and the trust necessary for successful introductions across practice areas.
Further enhancing the CrossPitch AI experience, firms can leverage these functionalities without the need for sharing confidential internal data, focusing solely on publicly available information. According to LawNext’s report, the tool’s adoption has been noteworthy, already utilized by 29 law firms, including high-profile names such as Barnes & Thornburg and Manatt.
While the Intelligence Map makes cross-selling activities visible, it does not directly track follow-up actions, like client introductions or resultant revenue. Nonetheless, it aims to alter behavior and encourage holistic firm collaboration in a domain traditionally challenged by structural and cultural barriers.