No longer confined to the traditional boundaries of legal advice, in-house legal teams are now pivotal in driving innovation, enhancing customer satisfaction, and supporting business growth. This transformation is beautifully encapsulated in the first episode of an exclusive four-part video series by Crafty Counsel, featuring Cheryl Gale, Head of Legal at Yoto, who delves into the concept of "Legal as Connectors."
Cheryl Gale begins by emphasising the importance of understanding the product and the customer. At Yoto, an audio speaker company for children, Cheryl's personal connection to the product as a parent allows her to think from the customer's perspective. "I have kids myself, and so I'm exceptionally engaged in the product," she shares. This engagement is crucial for legal teams, as it enables them to anticipate customer needs and align legal solutions with business objectives.
By being actively involved in conversations about product development and customer experience, Cheryl highlights how legal teams can enhance collaboration. "I'm constantly involved in conversations with the business as to what the product is going to do, how we're going to improve things, and how to improve the customer experience in any new projects," she explains. This proactive approach ensures that legal teams are not just reactive but are integral to the strategic planning process.
One of the key strategies Cheryl discusses is the importance of visibility and early engagement. Legal teams at Yoto strive to be as visible as possible, using tools like Slack channels and a legal front door to facilitate direct communication with different departments. "We do try to be as visible as we possibly can, which definitely does help to get us involved early for things as well," Cheryl notes.
This visibility is not just about being present; it's about being recognised as a key stakeholder. Cheryl shares that the business acknowledges the legal team's role from the outset, allowing them to be involved in various projects and even in coining project names. "The business does recognise that legal is a key stakeholder in so many of these things," she says. This recognition fosters a culture of collaboration and mutual respect, essential for building strong relationships with stakeholders.
Building rapport with business functions is another crucial aspect of stakeholder management. Cheryl emphasises the importance of being solution-focused, which makes approaching difficult conversations much easier. "If you're known to be solution-focused, there should be very, very few times where you actually say no," she advises. Instead, the approach is often about finding alternative solutions or suggesting a 'not yet' scenario.
Cheryl explains that when a firm 'no' is necessary, it is respected because of the trust and rapport built over time. "They will respect that because they respect your advice and trust you from previous occasions where you've kind of come through for them," she says. This trust is the cornerstone of effective stakeholder management, allowing legal teams to navigate complex situations with confidence.
At Yoto, transparency is a fundamental value that permeates the entire organisation. Cheryl describes the culture as one where every department is seen as a key stakeholder, and legal is no exception. "Transparency is key, and we really do see that from the top down," she shares. Despite being a small team, the legal department is considered 'small but mighty,' playing a significant role in the company's success.
This culture of transparency and collaboration is encouraged across the business, creating an environment where every team member feels valued and empowered. Cheryl expresses pride in this culture, stating, "Everybody plays their part, and that's really encouraged right across the business."
Read our practice notes on stakeholder mapping
Cheryl concludes with practical advice for in-house legal teams looking to build better relationships with stakeholders. She emphasises the importance of getting to know the product, the company, and colleagues' goals. "The best legal advice will be when you're able to really think about what they want to achieve and how you can actually get there with them in a legally compliant manner," she advises.
Attending business meetings and providing periodic legal updates on relevant topics, such as AI and data privacy, are also recommended. Cheryl encourages legal teams to be very commercial and pragmatic, ensuring that their advice is not only legally sound but also aligned with business objectives.
The insights shared by Cheryl Gale in this video series highlight the evolving role of in-house legal teams as connectors within organisations. By understanding the product and customer, enhancing visibility, building rapport, fostering a culture of transparency, and providing pragmatic advice, legal teams can build better relationships with stakeholders and drive business growth.
As businesses continue to navigate complex challenges, the role of legal teams as strategic partners will only become more critical. Cheryl's experiences at Yoto serve as a valuable guide for legal professionals seeking to enhance their impact and contribute to their organisations' success.
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