How We Work
Discovery Before Deployment
We do not bring a product to sell. We bring questions. The first work we do with any client is understanding who the firm is, what the goals are, and what the current marketing operation actually looks like beneath the surface. Strategy built on that foundation holds.
Candor Over Comfort
A fractional CMO who tells you what you want to hear is not doing the job. We will tell you when a vendor is underperforming, when your intake process is costing you cases, and when a campaign is not worth the spend. That directness is what you are paying for.
Your Brand Is Not Transferable
No agency can hand a law firm a brand off a shelf. Memorable, effective marketing comes from the real story of the firm: how the attorneys think, what the clients experience, why this firm and not the one across town. We do the work to find that and build from it.
The CLM Process
“A fractional CMO engagement is not a subscription service. It is structured work with a clear sequence. Here is what the first 90 days look like.
Phase 1: Discovery
We start by asking the questions most agencies never ask. Why do you think you need this? What does growth look like for this firm? What are you spending today, and what are you getting for it?
From there we go deep into the numbers. Cost per lead. Cost per qualified lead. Cost per signed case. Average case value by type. Budget allocation across every vendor and platform. We request access to every analytics system the firm uses: case management, CRM, Google Analytics, agency dashboards. We look at all of it and organize it into a single performance dashboard that we update and review monthly going forward.
We also meet with every active vendor and agency. Not to replace them. To assess them. If a vendor is performing and can perform better with clearer direction, that is a faster path to results than starting over. We make existing relationships stronger wherever we can.
Phase 2: Recommendations
When the discovery work is complete, we move into recommendations. These are not generic suggestions. They are specific, prioritized opportunities based on what we found: where the quick wins are, where the budget is misallocated, and where the firm’s brand needs development before campaigns can deliver their full potential.
Recommendations might include increasing Local Service Ad spend, developing video content around the firm’s attorneys, launching a social media campaign, building out a content strategy, or conducting a full brand development process first. The sequence matters and we determine it based on what will drive performance soonest.
Phase 3: Deployment and Oversight
We do not execute campaigns. We direct, manage, and hold accountable the vendors who do. When the firm is about to hire a new agency, make a significant budget decision, or change course on a campaign, that is where the CMO relationship becomes most valuable. We are at the table for those decisions, and that changes the outcome.
The marketing landscape is changing rapidly. New platforms, new AI-driven search behavior, new ways consumers find attorneys. Part of the ongoing work is keeping the firm ahead of those shifts rather than reacting to them after the fact.
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