The Marketing OS for Personal Injury law firms.

Every lead — including the Saturday 11 p.m. form submit and the 6 a.m. call-back request — gets a response under 5 minutes. Every dollar of ad spend gets tied to a signed case. Every review fires on the system's schedule, not your team's memory. Book a free discovery call and we'll tell you whether the OS Diagnostic is the right first piece of work — and which leaks are costing you signed cases.

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Spartan is run by Matthew Tate — 15 years coaching marketing directors at law firms and home-services businesses.

You ran ads last quarter. Forty thousand dollars across Google, Facebook, and one billboard.

The Google clicks alone cost $180–$300 apiece on PI keywords. You can tell us cases were signed. You cannot tell us which forty thousand worth produced them. You're spending and you can't tell what's working.

You think your intake response time is fine. You've never tested a Saturday lead.

Your Google Business Profile is at 40% completion. Your last upload was a holiday photo in 2024. The firm down the street is at 100% and 4.8 stars — and they're the firm getting compared to you on a Tuesday morning by a buyer with three browser tabs open and a sore back.

The lead that came in at 11:14 p.m. on a Saturday is sitting in someone's inbox. The buyer signed with the other firm 18 minutes after the form submit. You'll never see them in your intake notes. They're just not there.

This is the PI version of Founder-Dependent Chaos — the marketing function runs on whoever picked up the phone that morning, the campaigns run without source attribution, and the highest-value leads die in the gap between business hours. It's a pile of vendor tasks with no strategy tying spend to signed cases.

The Spartan Marketing OS is one system. Five pillars.

Installed inside a Fractional CMO engagement, sold in 90-day blocks. Built for PI law firms specifically. The work is human-driven, AI-supported — senior operator judgment up front, with AI handling the parts that used to eat disproportionate operator hours.

Pillar 1 — Marketing Scorecard & Cadence. Marketing gets its own weekly standup, its own 90-day priorities, its own one-page Monday scorecard.
Pillar 2 — Lead Generation Engine. Google Business Profile to 100%. Local Services Ads with the Google Screened badge claimed and verified — regularly delivering signed-case-ready leads at roughly one-tenth the per-case cost of standard Google Ads. Local SEO foundation. One content channel run on cadence. Predictable lead flow from sources you own.
Pillar 3 — Intake Conversions. Human-driven, AI-supported intake on every inbound — Smith.ai, Intaker, or Lawmatics QualifyAI depending on your CRM. Saturday at 11 p.m. response under 5 minutes, signed-case-ready transcript in the CRM by Monday morning.
Pillar 4 — Reviews & Nurture Automation. Review requests fire on case-stage triggers, not on whoever remembered. Past clients become a referral asset, not a closed file — with settlement-event and 12-month anniversary referral asks automated.
Pillar 5 — Reporting & Attribution. Every Monday, you know cost-per-signed-case by channel — Google Ads, LSAs, Meta, lead vendor, organic, referral — and per-team-member intake performance, all visible on one dashboard.

Installed inside a CMO engagement. Sold in 90-day blocks. We measure what you take home — not how many marketing tasks we check off. Stop working with us and the install keeps running; keep working with us and it keeps getting sharper.

→ Read the full CMO menu: Fractional CMO

→ In a pipeline emergency or coming off a bad vendor? Ask us about Reset — the 90-day transitional door we prescribe at the OS Diagnostic when it fits.

What the OS changes for PI specifically.

Before the OS

Forty-thousand-dollar ad spends with no per-case attribution
Saturday and Sunday leads dying in the inbox
GBP at 40%, photos from 2024, reviews scarce and asked-for by mood
Intake team performance invisible — no per-team-member speed-to-lead data
Settlement timing windows on past clients ignored — referral opportunity left on the floor

After the OS

Cost-per-signed-case visible by channel — Google Ads, LSAs, Meta, lead vendor, organic, referral — every Monday
Google Local Services Ads claimed, verified, and tuned — leads in the $150–$250 range instead of $2,000–$3,000+ per signed case from standard Google Ads alone
Every lead — including weekend and after-hours — gets a response in under 5 minutes via human-driven, AI-supported intake handoff
GBP at 100%, photos on weekly cadence, reviews fired automatically post-signing and post-settlement
Live intake dashboard — by team member, by hour, by lead source, separate from your case management software
Settlement-event and 12-month anniversary referral asks fired automatically — past clients become a compounding referral asset

The same OS, calibrated for each practice area's intake pattern.

Personal Injury

extreme intake urgency, contingency model, settlement-driven attribution

You're here

Criminal Defense

extreme intake urgency, hourly/flat blend, after-hours arrest calls

Family Law

moderate urgency, slow-burn close, lead nurture is the game

Estate Planning

referral-driven, multi-stakeholder, planning timelines

Read

Common ones.

01 Do you only work with personal injury firms?

No. We work with four practice areas: Personal Injury, Criminal Defense, Family Law, and Estate Planning. The 5-pillar marketing operating system is the same across all four — what changes per area is the buyer's pain pattern, the intake mechanics, the channel mix, and the example metrics. Personal Injury is our origin practice area; the other three were added because the framework demonstrably holds across all four practice areas. Practice areas outside those four (corporate, IP, immigration, bankruptcy, general practice) are out of scope.

02 Can you guarantee a specific revenue increase?

No. Honest answer is that we don't control revenue — your team, the courts, the economy, and your market all sit between us and your P&L. What we are accountable to is a controllable proxy on a shared scorecard: speed-to-lead, intake conversion, cost per signed case, follow-up cadence completion, review velocity. We measure what you take home as the direction we're driving — the dollar number on your distribution check is downstream of those controllable inputs. Anyone guaranteeing a specific revenue increase is either pricing the guarantee into their fee or about to disappoint you. What we do instead is put a consequence behind our own scorecard: the engagement letter names one primary metric up front, and from the second block on, if we miss it while your firm met its own commitments, we credit 20% of your next block — once per engagement, in writing. Plus quarterly exit rights, and you keep everything we build either way.

03 What firm size do you usually work with on the PI side?

Our 1–20-attorney window applies, and PI firms tend to cluster in the 5–15-attorney band where the OS install pays back fastest. Below five attorneys the weekly standup and dashboard overhead is often heavier than the firm can absorb — sub-$2M firms enter through Coaching instead. Above twenty attorneys the framework still holds but the install sequencing and team-onboarding pace shift; we'd surface that on a call.

04 Will the OS work if most of our intake comes from referrals, not paid ads?

Yes — and in some cases the OS produces more lift in referral-driven firms than ad-driven ones. Past-client referral re-engagement (Pillar 4) is one of the highest-return components we install, and most PI firms underinvest in it. Pillar 3 (Intake Conversions) matters regardless of source — a referral that goes to voicemail dies the same way a paid-search lead does. If your firm is referral-dominant, the engagement emphasizes Pillars 1, 3, 4, and 5; Pillar 2 (Lead Generation) gets a lighter touch.

05 Our ads are run by a national PI lead-generation company. Can you work with that?

Yes. We don't replace your existing ad relationship — we install the operating system around it. Pillar 3 fixes intake conversion, which makes whatever lead volume your vendor produces convert harder. Pillar 5 installs per-source-to-signed-case attribution, which lets you finally see whether the lead-generation company's leads are signing cases or just lighting up your phones. After the install, you have the data to renegotiate the vendor relationship, replace it, or scale it — but you'll have the data, not the salesperson's pitch deck.

06 Do you handle Google Local Services Ads (LSAs) and the Google Screened badge?

Yes — and as of 2025–2026 this is the single biggest channel shift in PI lead generation. LSAs pay per validated lead (not per click), usually at $150–$300 per lead vs. $180–$300+ per click on standard Google Ads — translating to dramatically lower cost-per-signed-case. The Google Screened badge is also becoming a primary trust signal in local SERPs, independent of paid use. LSA claim, per-attorney bar-license verification, and dispute management are part of Pillar 2 in every PI engagement. Firms that haven't claimed and verified LSAs are leaking the top of the local SERP to whoever did.

07 We do mass tort intake too. Can the OS handle that?

Yes, with a caveat. Mass tort intake routes through different infrastructure than standard PI — lead aggregators feeding MDL qualification flows, with their own attribution requirements and per-MDL cost-per-qualified-claimant tracking. The OS treats mass-tort intake as a separate lead channel inside Pillar 5, with its own dashboard and its own per-source cost economics. Pillars 1, 3, and 4 work the same. If 50%+ of your revenue is mass tort, we'll flag that at the OS Diagnostic recap and adjust the per-pillar emphasis accordingly — mass tort is the only PI sub-segment where the standard install rhythm shifts.