Lead Generation Engine.
Predictable lead flow from sources you own — not sources you rent.
Spartan is run by Matthew Tate — 15 years coaching marketing directors at law firms and home-services businesses.
You fired your last agency three months ago. The replacement starts next month — or maybe the month after.
Your Google Business Profile sits at 40% completion. Photos last uploaded in 2024. A "we should publish a blog" item has been on the to-do list since you opened the firm.
The leads that came in last month came from somewhere. You're not sure where. Half could be Google, half could be a referral partner, half could be the billboard. Half of "half" doesn't add up to a whole, and that's fine — because nobody is tracking source attribution either.
This is what renting results gets you. You pay a vendor. They invoice. Nothing gets installed in your firm that survives the contract ending. When the relationship sours, you start over from zero. Agencies rotate, and each time you start over — renting results you never own.
It's also Founder-Dependent Chaos in the lead-generation pillar — the only person who knows what the lead-generation plan is supposed to be, is you. And you're in court three days a week.
We install sources you own. Not sources you rent.
Your Google Business Profile gets worked weekly to 100% completeness. Photos on cadence. Posts on cadence. Q&A populated. Reviews requested through the Reviews & Nurture pillar. Local SEO foundational work — citations, schema, on-page — gets done once, properly, and inspected quarterly.
Then we pick one content channel — not three half-channels — and commit your firm to it. The one channel runs on a publishing cadence the team can actually hold, with AI-assisted drafting so the cadence is sustainable without burning a senior operator's day on a blank page. Repurposing built in: one piece of long-form content turns into 4–6 short-form posts, one newsletter section, and one pitch hook for podcast outreach.
If paid ads are part of the prescription at the OS Diagnostic recap, we install them inside the CMO engagement. Accounts spun up, tracking live, campaigns running, playbooks documented and owned by your firm. You pay the platforms directly. We never invoice media spend and never mark it up. There is never an ongoing ad-vendor relationship — your team runs the playbooks under our oversight, and the accounts are yours from Day 1. If you already have an in-house ad operator or an agency you want to keep, we coordinate with them — same logic, different operator.
None of this is activity for its own sake — we measure what you take home.
12-row checklist with completion %, last-photo date, last-post date, review velocity, response rate.
Worked weekly. Inspected quarterly. Profile completeness 100% · last photo 3 days ago · review velocity 4 / month.
Four components.
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01
Google Business Profile worked weekly to 100% completeness.
Photos on a cadence. Posts on a cadence. Q&A populated. Review velocity managed through the Reviews & Nurture pillar. The profile is the single highest-return local-SEO asset most law firms underrun.
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02
Local SEO foundational work (citations, schema, on-page).
Done once, properly, then inspected quarterly. Practice-area pages structured for search. Citations claimed and consistent. Schema markup installed. Not a content-mill subscription — a one-time install + a quarterly check.
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03
One content channel — not three half-channels — committed and executed.
The channel that fits your firm's bandwidth: long-form blog, YouTube show, or LinkedIn presence. One channel run on cadence beats three channels run on intentions. Repurposing built in: one piece of long-form becomes 4–6 short-form posts + 1 newsletter section + 1 podcast pitch hook.
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04
Paid ads installed inside the CMO engagement (when the OS Diagnostic prescribes them).
If paid ads are the right channel for your firm, we install the ad operation inside the CMO engagement. Accounts spun up, tracking live, campaigns running, playbooks documented and owned by your firm. You pay the platforms directly. We never invoice media spend and never mark it up. There is never an ongoing ad-vendor relationship — your team runs the playbooks under our oversight, and the accounts are yours from Day 1. If you already have an in-house ad operator or an agency you want to keep, we coordinate with them under the same scorecard.
Reading this and recognizing your firm? Book a Discovery Call.
A free 15–30 minute fit-check. If we're a fit, we propose the OS Diagnostic — a standalone first piece of work that scores your five pillars and writes you a prescription. Its fee credits dollar-for-dollar toward your first CMO month or Reset if we sign within thirty days.
The shift.
Before
- Ad spend without attribution. You don't know which dollar is working.
- Paid ads bought from an outside agency that disappears with the contract.
- GBP at 40% completion. Photos two years old.
- Three half-channels nobody publishes consistently.
After
- GBP at 100%, worked weekly, inspected quarterly.
- One content channel running on cadence. Built-in repurposing.
- Paid ads, where they fit, installed inside the CMO engagement — accounts, tracking, and playbooks owned by your firm. Never invoiced through Spartan, never an ongoing ad-vendor relationship.
- Every ad dollar converts harder because intake conversion (Pillar 3) is fixed upstream and per-source attribution (Pillar 5) shows which dollar worked.
The system, in five parts.
← Back to the Fractional CMO overview
Marketing Scorecard & Cadence
Coming soonLead Generation Engine
You're hereIntake Conversions
Coming soonReviews & Nurture Automation
Coming soonReporting & Attribution
Coming soonCommon ones.
01 So who runs paid ads during and after the engagement?
02 Why only one content channel? Other consultants say we should be everywhere.
03 Will you build us a new website?
Stop running your firm without a system.
We install your operating system. Book a Discovery Call.
The PI Firm GBP Audit Checklist.
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