Management deliverables
Law firm marketing plans and accountability scorecard.
Build a weekly marketing accountability scorecard, assign decisions to owners, and connect your strategy, budget, intake and signed-case results.
Build the plan around your firm’s baseline, target, budget and accountable owners. Inputs stay in this page; they are not submitted.
START WITH THE DECISION
What do you need to understand?
Choose a question to open the deliverable that helps answer it. Each deliverable connects the finding to an owner and a next action.
Need a starting point? Review your own growth gaps
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
Set the wanted signed-case goal and the investment available to reach it. Work backward through contact, qualification and signing to establish the required demand and capacity.
Priority constraint
Find the stage that constrains growth. Compare inquiry delivery, two-way contact, case fit, attorney review and retainer completion before adding 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. | Set from reconciled performance |
| Paid social | Review wanted-case qualification before expanding the audience. | Set from reconciled performance |
| Other paid activity | Identify the component campaigns and confirm the outcome mapping. | Set from reconciled performance |
| Organic and referrals | Track inquiries, signed cases, and service or relationship costs separately. | Outside this paid cohort |
Build the reasoning behind these assumptions with the measurable marketing strategy guide.
INTERACTIVE GROWTH MODEL
What happens when contact changes?
Set your inquiry volume, spend and conversion assumptions, then compare a second contact-rate scenario. The calculation holds qualification and signing rates constant. Add the cost of operational changes to your investment decision.
Current inputsScenario
Media cost per signed case: $3,000 → $2,571
Fractional cases represent the mathematical model. N/A 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.
WEEKLY MARKETING ACCOUNTABILITY
Law Firm Marketing Accountability Scorecard
Bring the firm's agencies, internal marketing team and intake leader into one review. Enter comparable targets and actuals, then record the decision, accountable owner and evidence required to close each action.
Use the same inquiry cohort for contact, qualification and signing. State the cutoff because recent inquiries need time to convert. Vendor delivery counts use the review period. Entries stay in this browser tab and clear on reload. Download before leaving. Use aggregate counts, not client or case information.
- Contact rate
- Enter complete inputs
- Wanted qualification rate
- Enter complete inputs
- Wanted-case signing rate
- Enter complete inputs
- Media cost / wanted signed case
- Enter complete inputs
- Unknown-source share
- Enter complete inputs
- Accepted / due deliverables
- Enter complete inputs
Turn the review into assigned work.
Record a specific decision: keep the budget, change the creative, repair routing, investigate attribution, or pause an expansion. Assign one accountable owner and a due date. A completed task needs evidence, not only a status change.
Reconcile sources and signed cases. Ask each vendor for delivery evidence and each internal owner for unresolved decisions. Separate incomplete attribution from poor channel performance.
Review case quality and capacity before increasing spend. Compare like cohorts. Assign the next action and approval owner before moving to another issue.
Check whether actions were completed and whether the intended measure changed. Use the findings to maintain, reallocate or pause investment.
Gadient Consulting manages this operating cadence through fractional CMO leadership for law firms, with source-to-signed-case reporting and intake improvement tied to accountable actions.
Use the scorecard to structure a monthly marketing review.
INTAKE REVIEW
Make a finding actionable.
Choose a point in the process to review the issue, records to inspect, correction owner and completion measure.
After-hours inquiries enter a queue without an active backup owner.
- Evidence to inspect
- Inspect assignment timestamps, shift coverage and backup ownership.
- 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
Check ownership and response before increasing demand.
Apply this type of review using the intake follow-up audit guide.
ATTRIBUTION REPORT
Keep the source connected to the outcome.
Use this reporting worksheet to reconcile each source with valid inquiries, contact, wanted opportunities and signed cases. Enter your firm’s counts and allocated costs for a consistent acquisition period and observation cutoff.
| Recorded source | Valid inquiries | Contacted | Wanted | Signed | Media spend | Media cost / signed |
|---|---|---|---|---|---|---|
| Paid search | Enter count | Enter count | Enter count | Enter count | Enter cost | Calculate |
| Paid social | Enter count | Enter count | Enter count | Enter count | Enter cost | Calculate |
| Other paid activity | Enter count | Enter count | Enter count | Enter count | Enter cost | Calculate |
| Organic | Enter count | Enter count | Enter count | Enter count | Enter cost | Calculate |
| Referrals | Enter count | Enter count | Enter count | Enter count | Enter cost | Calculate |
| Unknown source | Enter count | Enter count | Enter count | Enter count | Enter cost | Calculate |
Keep an unknown-source category visible. Assign a CRM owner to trace capture and handoffs, then preserve the evidence behind each correction.
Retain signing dates and acquisition dates separately. Resolve missing assignments before comparing channel costs, and avoid counting the same media expense twice.
Track their inquiries, signed cases and costs in dedicated rows. Include agency, production, technology, and intake expenses when reviewing broader acquisition cost.
Explore how the marketing attribution engagement addresses source reconciliation and data confidence.
90-DAY ACTION PLAN
Give the priorities an owner and a review date.
We sequence the first 90-day plan around access, staffing, scope and the firm’s starting point, with an owner, output and acceptance decision for each phase.
Build the baseline and fix clear gaps.
- Agree on case goals, definitions, and data ownership.
- Reconcile the acquisition 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.
For ongoing direction of this work, review fractional CMO leadership for established law firms.
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.
856-357-3540