Annotated sample

The five-minute law-firm marketing report

A useful monthly report does not prove that marketing is busy. It tells the firm what changed, what is stuck, what to do next, and which decision only the firm can make.

Decision stripThe visible path
  1. 01What changed
  2. 02Main bottleneck
  3. 03Do next
  4. 04Firm decision

Best for: Managing partners and firm operators who receive traffic dashboards but cannot see intake exceptions or which inquiries became clients.

Boundary: Fictional sample and format only. Any numbers shown are illustrative and are not client performance or promised results.

Put the decision above the charts

My report starts with four lines: this month, watch, do next, and need from firm. For a fictional employment firm, that could read: source labels are visible; consultation fit is too loose; clean phone source capture; decide employer-side routing.

Everything below supports those lines. If a metric does not change a decision, it belongs in an appendix or nowhere.

Show the operating exceptions

Report inquiry count, consultations, and plain source readout, then list the exceptions: missing matter labels, unknown phone sources, overdue callbacks, and open records with no result. Exceptions show where the operating system needs work.

  • Source and inquiry volume
  • Consultations and fit
  • Hired, declined, referred, and unreachable outcomes
  • Routing and follow-up exceptions
  • One recommended change
  • One decision needed from the firm

Keep the next month narrow

Choose one correction. If source is missing on calls, fix the call script and record. If after-hours tasks are missing, fix the handoff. A report that recommends six projects usually protects the reporter rather than helping the firm.

Check fit and pricing

See the likely range for your firm.

Five answers. A non-binding range. No email required.

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