About Spartan.
I'm Matthew Tate. I built Spartan because I got tired of watching good PI firms run their marketing on whoever picked up the phone that morning.
15 years coaching marketing directors at law firms and home-services businesses.
Why I stopped writing decks.
I've spent fifteen years coaching marketing directors. Most of those years at law firms. Some at home-services businesses — the plumbers, the electricians, the HVAC operators who run on the same operating-system problem as PI firms but with different vocabulary.
The pattern was always the same. Smart, growth-minded owner. Books on the shelf. Membership in a mastermind. New tools in the stack every quarter. And a marketing function that worked when the owner remembered it did, and went quiet for two weeks when court hit hard.
I'd come in. I'd diagnose. I'd hand the owner a strategy deck and a 90-day plan. Most of the time the owner agreed with everything. Most of the time, six months later, half of it was installed and the other half had quietly disappeared.
The decks weren't the problem. The system was the problem. The firm didn't need a smarter plan — it needed an operating system that ran whether the owner showed up or not.
So I stopped writing decks. I started installing systems.
I trained in EOS implementation and fractional CMO methodology. I built my fluency in the modern marketing stack — GoHighLevel, HubSpot, n8n, Make.com, Sandcastles.ai, Claude, Nano Banana — because the install isn't possible without the tools that automate the boring parts.
Spartan is the version of that work made repeatable. A 5-pillar marketing operating system. Installed in 90 days. Operated month-to-month. Built so the firm owns it. If the engagement ends — for any reason, on any side — the system stays installed.
I'm solo by design. Five retainer firms at full load, no more. No employees. No account managers. The buyer gets the operator, not a layer. Founding Five firms get the founder's email, the founder's cell, and the founder's calendar.
If you and I work together, you'll see me on every call. I'll know your firm. I'll know your intake lead by first name. I'll be the same person on Day 1 and Day 270.
Why Spartan exists.
I built Spartan for one reason: the best PI firm owners I've worked with shouldn't be the operating system. They should be the strategists. The trial attorneys. The hiring managers. The people on the bench when the case goes to verdict.
Marketing is a function. Functions get installed once and run forever. The owner running the marketing function on memory is a leak — and it's the leak that costs the most in signed cases per year.
Spartan exists to plug that leak. To install the function. To get the founder out of the marketing chair.
What I won't do.
These are the lines I draw. The work I do, and the work I don't.
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Not an agency
No billable hours, account managers, or hoarded logins.
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Not a strategy consultant
No decks; systems only.
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Not a generalist
PI law firms only.
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Not a full-stack marketing department
No paid ads — I make existing ad spend convert harder.
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Not in the consult room
I install everything that delivers a qualified, warmed-up lead to the door of the consult. The consult itself — the welcome, the script, the close — is the attorney's craft. I don't install in-room mechanics, I don't train attorneys on consultation delivery, and I don't coach the attorney sales conversation. The "by the way" automated post-consult follow-up IS in scope — it's workflow, not in-room delivery.
If your firm needs an agency, you have my respect and a list of vetted vendors. If your firm needs a strategy deck, you have my respect and an honest "Spartan isn't the right fit."
If your firm needs an operating system installed — that's what I do.
Reading this and recognizing your firm? Book a Diagnostic.
$3,500. Two weeks. You'll know exactly what to fix and in what order. The fee credits toward the install if you go forward within 30 days.
Only systems can set you free.
— Matthew
