Week 1Results and budget
MeetingsYour CMO walks the partners through last month's results and this month's budget.
DecisionsThey adjust spending by channel based on the cost per new client and new opportunities worth pursuing.
Law firm growth plans
Grow My PracticeGrow revenue with more of the right cases and a predictable client acquisition system for mid-size law firms.Grow My DocketBuild your docket with more qualified plaintiffs at a cost that works. Claimant acquisition, pre-intake, and mass tort marketing.Launch My PracticeBring in the right clients from the start without costly trial and error. Marketing, website, and launch support for new law firms.Fractional CMO for Law FirmsLaw firm marketing
SEO & AI Search (AEO)Enterprise SEO & AI SearchReview ManagementWebinars & EventsLead ManagementPaid AdsView All Services & PricingFirm IntelligenceAI-powered revenue discovery that finds where money is lost across your entire firm, then captures it with custom-built revenue enablers.AI AgentsAutomate routine tasks with custom AI agents for your practice.Managed AI ToolsWe build and manage your AI infrastructure and tools.AI WorkshopsTrain your team on AI fundamentals and effective AI use in your practice.
LibraryIn-depth articles, data, and research from the Pioneerly team, written and coauthored with leading attorneys.Firm Visibility AuditFind the blind spots costing your firm qualified leads.The Case for Growth#1 newsletter for those building successful law firms.2026 U.S. Legal Market Health IndexSee where legal markets are healthiest for firm growth.2026 Law Firm Marketing BenchmarksCompare your firm’s marketing with other U.S. law firms.
From the library
Multi-Location Law Firm Marketing: How I Approach Growth Across Multiple LocationsFractional law firm CMO
Fractional CMO to Turn Your Law Firm's Purpose Into a Well-Executed Growth Plan
We work alongside founding and managing partners to guide their firms through the next stage of growth, bringing deep legal marketing expertise, integrity, and a revenue-oriented mindset to the table.
- 20+ years of experience
- 100+ law firms served
- $600M+ in client revenue
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Piotr Szalkiewicz
Founder & Managing Partner, Pioneerly
Chair, American Attorney Marketing Association
Roles: Fractional Chief Marketing Officer, Fractional Chief Growth Officer
Matt Sarson
Co-founder & CMO, Pioneerly
Author
Roles: Fractional Chief Marketing Officer
Meet your fractional CMO
Chair, American Attorney Marketing Association
Founder & Managing Partner, Pioneerly
Piotr Szalkiewicz
A fearless mind.
Piotr Szalkiewicz is one of the leading legal marketing experts in the U.S. He works with law firms that have growth and ambition built into their DNA. His favorite partners have a clear mission and want someone to help them translate it into a clear go-to-market strategy. He brings people together and builds teams packed with talent that work in sync toward a shared goal. Piotr's approach to marketing is based on creativity, data, and a focus on revenue.
Piotr has 22 years of experience across marketing, growth, and entrepreneurship, having held all types of leadership roles, from CMO to CGO to VP, before founding the legal marketing firm Pioneerly. He has worked with 100+ law firms and is currently working hands-on with clients at Pioneerly in a Growth Counsel capacity.
Experience
22 years building and scaling companies across legal, tech, and media
100+ law firms worked with
Best fit for
Fast-growing firms
You want marketing, intake, tracking, and reporting to work as one system. You want a marketing leader who can make a lasting impact at your firm, whether by developing your team's skills or evaluating and leading your marketing vendors. You want a trusted voice at the leadership table who can provide strategic advice and take a hands-on role in putting that strategy into action.
Co-Founder & Chief Marketing Officer, Pioneerly
Matt Sarson
A strategist who starts with people.
Matt works with firms whose growth depends on their reputation, referrals, and the visibility of their attorneys. He cuts the marketing activity that runs on autopilot: posts without a purpose, campaigns without a clear goal, and vendor reports that don't help anyone make a decision. In its place, he makes sure every marketing effort has a clear reason behind it. Having lived on three continents, he brings a habit of looking at a problem from different perspectives before choosing a direction.
Experience
18 years across content, community, brand and strategy
50+ law firms worked with
Best fit for
Firms that grow on reputation and referrals
Your attorneys' names bring in the work, you have people producing content across channels who need direction, and you want the firm to use AI well.
Practice areas we work with
- Personal injury
- Family law
- Immigration law
- Criminal defense
- Estate planning
- Mass tort
- Employment law
- Civil litigation
- Workers' compensation
- Bankruptcy
- Elder law
- Tax law
- Real estate law
- Consumer protection and lemon law
- Intellectual property
- Healthcare law
- Cybersecurity law
- Construction law
- Veterans law
- Business law
- Corporate law
- Startup law
“Piotr and his team took our go-to-market strategy and marketing to another level. I’m very impressed with the lasting impact they achieved for us.”
Marianella Manzur
Partner and Chief Revenue Officer, Joorney
200+ person firm
Recent collaborations
What a fractional CMO does at your firm, week by week
A fractional law firm CMO is a senior marketing executive who leads your firm's marketing part-time, usually one or two days a week, with the same authority as a full-time CMO. They oversee your strategy, budget, in-house marketers, marketing vendors, and intake, and report to the partners every month. At Pioneerly, that person is Piotr Szalkiewicz or Matt Sarson. Some firms call the role an outsourced CMO, a part-time CMO, or a fractional marketing director. Here's what a typical month looks like and what lands on your desk.
A typical month
What lands on your desk each month
Monthly partner report
- New clients
- Cost per new client
- Consultations that become clients
- Revenue by channel
- Signed revenue per ad dollar
- Pipeline by practice area
Week 2Vendor performance
MeetingsYour CMO meets with your SEO, ads, web, and other vendors to compare what each promised with what they delivered.
DecisionsThey determine which vendors to keep, where to revise the brief or renegotiate terms, and who needs replacing.
Vendor scorecards
- SEO agencyKeep
- Ads agencyRe-brief
- Web teamKeep
What each vendor was asked to do, what they delivered, and what happens next.
Week 3Intake and follow-up
MeetingsYour CMO listens to calls with your intake lead and reviews how inquiries progress toward becoming clients in each practice area.
DecisionsThey identify where potential clients drop off and direct changes to intake scripts, call routing, and follow-up.
Intake report
- Inquiries
- Consultations
- New clients
Where inquiries drop off, by practice area and by intake person, and what changed since last month.
Week 4Team and priorities
MeetingsYour CMO leads the marketing team through next month's plan and approves content and campaigns.
DecisionsThey set priorities for the quarter and identify the hires and tools the team needs to deliver.
Next month's plan and budget
- Budget by channel, with last month's cost per new client next to each line
- Campaigns and content approved for the month
- Vendor changes and the reasons for them
- Partner sign-off
Every quarterWe review the 12-month plan with you, bring you a market review built on Pioneerly's data, and update the hiring plan.
Your fractional CMO comes with powerful resources behind them
Most fractional CMOs are one person with a laptop. When you hire Piotr or Matt, Pioneerly's market data, frameworks and tools, AI capability, and network come with them.
Piotr and Matt
Your fractional CMO
Market intelligence you can't buy elsewhere
- 50states tracked
- 5,000+law firms monitored
- 67published benchmarks
At Pioneerly, we love working and giving our clients an edge through data. We maintain our own market intelligence that grows every month. We also published resources such us U.S. Legal Market Health Index and Personal Injury Marketing Benchmarks.
A specialist team on call
- SEO
- AI search
- Paid ads
- Content marketing
- Webinars & events
- Social media
- Web
- Intake
- RevOps
- Analytics
Your fractional CMO has access to a team of specialists who can step in whenever there's a need at your firm that your current resources can't cover.
Legal AI expertise
- AI agents
- Workflow automation
- AI-assisted intake
- Document automation
- Knowledge management
- Business intelligence
- AI training
Piotr and Matt have both been developing AI solutions for law firms since the very beginning. Pioneerly was one of the first firms on the market to offer custom AI agents for legal workflows, and Firm Intelligence remains one of the most innovative and impactful AI-powered solutions for large law firms.
A network of managing partners, attorneys, and legal professionals
Our network includes attorneys, judges, managing partners, paralegals, and other professionals across the legal industry. Through the Pioneerly Attorney Referral Network and our wider relationships, we love making introductions that lead to shared expertise, new collaborations, and ambitious projects.
Eight signs your firm could use a fractional CMO
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You know what you spend and how many leads come in. But you can't confidently say which channels bring in clients or what it costs to acquire them.
How we'd helpWe connect marketing and intake data so you can see which channels lead to signed matters and make better budget decisions.
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Referrals and familiar campaigns have brought you this far, but new business has stalled or comes in waves. You need a clearer plan before committing to another hire or a new office.
How we'd helpWe review what's working, build ways to attract clients beyond referrals, and set clear priorities, budgets, and targets for your next stage of growth.
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The phone is ringing, but too many inquiries are for work you don't handle or matters you want less of. Your marketing isn't attracting the mix of work you want to build the firm around.
How we'd helpWe sharpen your positioning, targeting, and messaging around the matters you want, then track whether more of the right inquiries turn into clients.
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Whether you have a marketing manager or work directly with agencies, a partner still has to set priorities, review campaigns, and keep everyone moving. It takes time they need for clients and the firm.
How we'd helpWe lead the day-to-day marketing work, give your team direction, and keep the partner involved in major decisions without needing them to manage every detail.
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Each agency has goals for its own channel, but there's no shared growth strategy connecting their work to what your firm wants to achieve.
How we'd helpWe give your agencies a shared plan, coordinate their work, and bring the results into one monthly report.
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More people are calling, but your intake team is stretched thin. Calls go unanswered, follow-up slips, and potential clients go elsewhere.
How we'd helpWe work with your team to improve call handling, scripts, and follow-up, then track how many inquiries become consultations and clients.
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The launch date is set, but the marketing plan is still a list of ideas. You need to know what happens next and who's responsible.
How we'd helpWe turn those ideas into a launch plan with a budget, deadlines, clear responsibilities, and targets for the first 90 days.
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Your CMO or marketing director has moved on. Finding the right replacement takes time, but your team and agencies need direction now.
How we'd helpWe step in from week one to lead the team, keep campaigns moving, and prepare a clear handover for your new hire.
0 of 8 sound like your firm
You don't need to figure this out alone. Let's talk about what's holding your firm back and build a clear plan to move it forward.
Book a Call With Piotr or MattRetain your fractional CMO
Piotr Szalkiewicz
Embedded fractional law firm CMO
$12,000 a month
Best fit: fast-growing, multi-office, or multi-practice firms.
- Engagement10 hours a week: one full day at your firm, plus two hours and same-day availability during the rest of the week.
- Term3 months to start, then month to month.
- ExclusivityOne firm per practice area per market.
Matt Sarson
Embedded fractional law firm CMO
$10,000 a month
Best fit: firms that grow on reputation and referrals, and firms with a content team that needs direction.
- Engagement10 hours a week: one full day at your firm, plus two hours and same-day availability during the rest of the week.
- Term3 months to start, then month to month.
- ExclusivityOne firm per practice area per market.
Frequently asked questions
A fractional CMO is a senior marketing executive who leads your firm’s marketing part-time, with the authority of a full-time CMO. They oversee the strategy, the budget, your marketing vendors, your in-house marketers, and intake, and report to the partners every month. At Pioneerly, the role is held by Piotr Szalkiewicz or Matt Sarson, embedded in your firm one full day a week plus 2 hours across the other four days, with same-day availability for urgent matters.
At Pioneerly, $12,000 a month with Piotr or $10,000 a month with Matt, for 10 hours a week. Across the market, fractional CMOs for law firms run from about $3,000 to $20,000 a month, depending on hours and seniority. A full-time law firm CMO costs $250,000 to $380,000 a year, plus benefits and the months it takes to recruit one.
Ten hours a week, and yes, they’re ours.
An agency does the work it’s briefed on. A CMO decides what the work should be, connecting your firm's goals with marketing. Your CMO sets the strategy and the budget, briefs and grades every vendor, agencies included, and answers to the partners for the results.
A marketing manager executes: campaigns, content, vendors, reports. A CMO decides what’s worth doing, owns the budget, and carries the results at the leadership table. Managers do their best work with a leader above them, and a fractional CMO gives a firm that leader before a full-time one makes sense.
Firms between about $2 million and $200 million in revenue with growth ahead of them: fast-growing firms, multi-office firms, firms adding a practice area, and firms that grow on referrals and want a system around them.
They stay if they’re good. In the first month, your CMO reviews every vendor: what they were asked to do, what they delivered, and what each new client cost. Good vendors get a clearer brief and a single point of contact at the firm. Vendors who can’t show results get a re-brief, a renegotiation, or a replacement.
Day to day, yes. Your CMO sets their priorities, reviews their work, and backs their decisions in front of the partners.
Yes. When your firm needs a marketing manager, an intake lead, or an in-house specialist, your CMO writes the role, screens the candidates, sits in the interviews, and helps to onboard the hire.
Yes, from week one. Your CMO takes over the vendors, the campaigns, and the reporting, keeps the plan moving, and documents the function so your new hire inherits a running department. Some firms recruit during the engagement and hand over at the end of it. Others decide the fractional arrangement covers what they need and keep it.
The first three months are a fixed term to allow time for the audit, development of a growth plan, and the first round of vendor reviews. After that, it runs month to month, and you can end it with a month’s notice.
Everything. The strategy, the growth plan, the vendor scorecards, the reporting setup, the intake scripts, and the accounts belong to the firm from day one, documented in a form your next marketing leader can pick up. Vendor contracts stay in your name, and every login stays yours.
