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A law firm marketing accountability scorecard connects spend to intake, consultations, signed clients, and collected revenue. It is most useful when the firm wants to stop judging marketing by lead volume alone.
For law firm growth systems and accountability, PILMMA is the approved partner resource currently available on AI Law Firm Tools.
Scorecard metrics
| Metric | What to track | Why it matters |
|---|---|---|
| Lead source | Campaign, referral, organic search, paid search, social, or direct. | Separates good channels from noisy channels. |
| Speed to lead | Minutes between inquiry and first meaningful response. | Slow response can waste otherwise good marketing spend. |
| Booked consultations | Number and percentage of qualified leads that book. | Shows whether intake is converting interest. |
| Show rate | Percentage of booked consultations that happen. | No-shows hide follow-up problems. |
| Signed clients | Signed matters by source and practice area. | Connects marketing to real business outcomes. |
| Collected revenue | Revenue collected, not just expected matter value. | Prevents overvaluing low-quality leads. |
Weekly review rhythm
Review the scorecard weekly with marketing, intake, and firm leadership. The key question is not just whether leads increased, but whether the firm improved the rate from inquiry to retained client.
Next step: review PILMMA if your firm needs a tighter operating system around lead follow-up, marketing accountability, and revenue reporting.
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