You can't tell what's working
Reports are full of clicks and impressions, but no one can say which channel produced your last ten cases.
FRACTIONAL CMO
A Senior Marketing Advisor on Your Side of the Table
Eric Bersano has advised law firms on marketing since 2006. As your fractional CMO, he helps you set strategy, judge your vendors and spend your budget where it produces cases, without selling you anything himself.
Why law firms need independent marketing leadership now
Legal services advertisers spent an estimated $4.1 billion in 2025, according to the American Tort Reform Association, and Morgan & Morgan alone accounted for about $424 million of it. Consumers have more choices than ever, and the largest firms are spending to make sure they're the first name people see.
Most firms can't outspend that. They can out-think it. A fractional CMO is an experienced marketing leader who works with your firm part-time. I help you choose the right channels for your market, hold your agencies accountable and make decisions based on signed cases, not marketing reports. When you need hands-on help, I can introduce you to vetted marketing and intake specialists from my network across the country.
SOUND FAMILIAR?
Where firms lose money on marketing
Partners are doing the marketing
Billable attorneys spend evenings approving ads and posts instead of practicing law.
Too many vendors, no plan
An SEO agency, an ad freelancer and a web developer all work separately, and no one owns the big picture.
Leads slip through intake
Calls go to voicemail and forms sit for a day, so money spent on marketing never becomes a consultation.
WHAT ERIC BRINGS
Senior judgment, without an agency's agenda
A marketing plan for your market
Priorities by practice area, channel and budget, built around the cases you want.
Objective vendor oversight
An independent review of what your agencies deliver, what they cost and whether they should stay.
Clear measurement
Guidance on tracking calls, forms and signed cases so every decision is based on real results.
Intake review
An outside look at how your team answers, follows up and converts the leads you pay for.
Introductions to vetted specialists
Access to marketing and intake specialists across the country when you need hands-on help.
Regular leadership meetings
Standing time with your partners to review results and decide what comes next.
HOW IT WORKS
From first conversation to steady direction
A direct conversation
We talk through your firm, your market, your goals and what you're spending today.
An honest assessment
I review your marketing, vendors and intake, and tell you plainly what's working and what isn't.
Ongoing guidance
I stay on as your advisor, keeping your plan, your vendors and your results on track.
FAQ
Fractional CMO questions
How is a fractional CMO different from a marketing agency?
An agency sells and delivers its own services. A fractional CMO sits on your side of the table, setting strategy and judging every vendor's results objectively. Eric doesn't run campaigns, so he has no reason to recommend anything that isn't right for your firm.
Will you replace our current agency?
Not necessarily. Good partners stay and get clearer direction. When a vendor can't show results, Eric can introduce vetted alternatives from his network.
What size firm is a good fit?
Firms that spend meaningfully on marketing and want one experienced person they trust to keep that spending accountable, from growing solo practices to multi-office firms.
How do you measure success?
By cost per signed case and revenue by source, not clicks or likes.
Can Eric speak to our firm or bar association?
Yes. Eric presents on the current state of legal marketing: how many choices consumers have, how much the largest firms are spending and what other firms can do about it. Sessions are available online or in person.
WORK WITH ERIC
Talk with Eric about your firm
Tell Eric where your firm is today and where you want it to go, or invite him to present to your bar association.