Sample deliverables
Explore a measurable growth plan.
Inspect a sample strategy, adjust the inquiry-to-signed-case model, and explore the scorecard, intake findings, attribution, and 90-day plan.
Illustrative examples only. These figures and assignments are not client results, industry benchmarks, or a forecast for your firm. Inputs stay in this page; they are not submitted.
SAMPLE MARKETING STRATEGY
A goal with a plan behind it.
A strategy states the choice, the assumptions, the resources, and the evidence needed to decide what happens next.
Business objective
Increase wanted signed PI cases from 120 to 140 in a comparable acquisition cohort, while holding allocated media spend at $60,000.
Priority constraint
Only 60% of 800 valid inquiries reach a two-way conversation. Investigate coverage and routing before buying additional demand.
Desired audience and position
Wanted personal injury matters in the firm's approved geography, using attorney-defined acceptance criteria.
Make the next step clear and carry the firm's service promise from advertising into intake.
| Channel | Direction | Allocated media |
|---|---|---|
| Paid search | Retain the current allocation while reconciling wanted-case quality and outcomes. | $40,000 |
| Paid social | Review wanted-case qualification before expanding the audience. | $12,000 |
| Other paid activity | Identify the component campaigns and confirm the outcome mapping. | $8,000 |
| Organic and referrals | Maintain source recording and assign separate service or relationship costs. | No media allocation |
Build the reasoning behind these assumptions with the measurable marketing strategy guide.
INTERACTIVE GROWTH MODEL
What happens when contact changes?
Adjust the inputs and compare a second contact-rate scenario. The other tabs retain the fixed example. The calculation holds qualification and signing rates constant. It does not predict results or include the cost of an operational improvement.
Current inputsScenario
Media cost per signed case: $500 → $429
Fractional cases represent the mathematical model. A dash means no signed cases and an undefined cost per case. Inputs do not account for case value, capacity, collection timing, or changing lead quality.
Check the calculation and timing using the cost-per-signed-case guide.
SAMPLE PERFORMANCE REVIEW
See the gap. Decide the next action.
Example targets and actuals for one acquisition cohort at the same observation window. Select a metric to see the interpretation and responsible owner.
THE REVIEW DECISION
Successful contact rate
This measures a two-way human conversation, not an automated acknowledgment or attempted call.
- Accountable owner
- Intake manager
- Next action
- Review missed calls and after-hours routing; verify coverage and backup owners.
- Follow-through
- Agree on a due date and review the evidence after the action is completed.
Use the scorecard to structure a monthly marketing review.
SAMPLE INTAKE REVIEW
Make a finding actionable.
These illustrative findings show how a review separates the observed issue from its possible business impact. Choose a point in the process.
After-hours inquiries enter a queue without an active backup owner.
- Evidence to inspect
- Sample record review finds next-day assignment; confirm how frequently this occurs.
- Recommended action
- Assign coverage and escalation, then test each entry point.
- Owner
- Intake manager
- How to evaluate it
- Unassigned inquiries, contact rate, and response-time distribution
Observed process gap; financial impact unproven.
Apply this type of review using the intake follow-up audit guide.
SAMPLE ATTRIBUTION REPORT
Keep the source connected to the outcome.
One illustrative acquisition cohort, including unknown sources. These are recorded source groups, not estimates of causal contribution. Non-media costs are excluded.
| Recorded source | Valid inquiries | Contacted | Wanted | Signed | Media spend |
|---|---|---|---|---|---|
| Paid search | 240 | 144 | 66 | 36 | $40,000 |
| Organic search | 160 | 100 | 54 | 28 | $0 |
| Referrals | 120 | 90 | 54 | 24 | $0 |
| Paid social | 80 | 44 | 18 | 10 | $12,000 |
| Other recorded sources | 120 | 62 | 30 | 10 | $8,000 |
| Unknown | 80 | 40 | 18 | 12 | $0 |
| Total | 800 | 480 | 240 | 120 | $60,000 |
Unknown records remain visible. Assign a CRM owner to trace capture and handoffs; do not distribute them across channels to make the report look complete.
Missing source data is not proof of zero marketing contribution. Separate the measurement fix from the budget decision.
Organic and referral activity can have staff, agency, production, and relationship costs. Include the agreed cost scope in the finance review.
Explore how the marketing attribution engagement addresses source reconciliation and data confidence.
SAMPLE 90-DAY ACTION PLAN
Give the priorities an owner and a review date.
An illustrative sequence to adapt to access, staffing, scope, and the firm's starting point. It is not a promised implementation timeline.
Build the baseline and fix clear gaps.
- Agree on case goals, definitions, and data ownership.
- Reconcile the sample cohort and review representative intake records.
- Resolve unassigned inquiries and document material unknowns.
- Who owns the work
- CMO coordinates; marketing, intake, finance, and CRM owners contribute.
- Output
- Baseline, constraint map, and ranked findings.
- Decision before the next phase
- Leadership agrees the first priorities and what the data can support.
Put the priority changes into operation.
- Implement approved routing and source-capture improvements.
- Train the responsible staff and test exception paths.
- Track delivery against the action plan and record decisions.
- Who owns the work
- Intake manager and technical providers execute; CMO coordinates.
- Output
- Working changes, named ownership, and an exception queue.
- Decision before the next phase
- Confirm the changes are actually in use before evaluating outcomes.
Assess progress and choose the next investment.
- Compare consistent cohorts and inspect unresolved opportunities.
- Review contact, qualification, signing, and data completeness.
- Revisit capacity and budget with leadership; revise the plan.
- Who owns the work
- CMO leads review; firm leadership approves investment and capacity decisions.
- Output
- Actual-versus-target review and the next prioritized plan.
- Decision before the next phase
- Decide what to continue, adjust, investigate, or stop.
Read the first-90-days framework for context on scope, dependencies, and implementation.
Your firm's baseline, targets, and owners will be different. Bring the question you want these deliverables to answer.
YOUR NEXT MOVE
Let's give your growth direction.
Start with your firm's goals, current structure, and the decision you need to make.
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