Why firms choose us
Senior legal marketers leading the engagement, a delivery team built to support them. Not a generalist agency with some legal clients on the side.
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A senior legal marketer leading the engagement
Your fractional CMO has spent years inside law firms. They've sat through the partner meetings, run the BD plans, and seen what survives partner pushback. They're senior enough to set direction and senior enough to hold the room when the strategy matters.
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The team to do the work, ready to go
Designers, writers, web developers, digital marketers. No recruitment, no training, no ramp-up. The team works to the CMO's direction and a single client manager coordinates everything, so you're not managing another supplier.
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Scaled to how your firm operates
Half our clients have an in-house marketer. Half don't. The mix of strategic and execution time flexes accordingly. You're not paying for a CMO you don't need, and you're not paying for execution you'll never use.
What firms typically invest
The same service across every level. The monthly investment reflects how much execution your firm needs, and the rate improves the more you commit. Discounts apply across our hourly and fixed-fee work.
Every engagement includes:
- A senior legal marketer as your fractional CMOSetting direction, leading reviews, available between calls
- A dedicated client managerYour single point of contact, coordinating the team and managing priorities
- The full Toro teamDesign, content, digital marketing (email, social media, online reputation), web. No ramp-up, no recruitment
- A clear engagement modelHourly for strategic and bespoke work, fixed fees for repeatable tasks
- No setup fees, no lock-inMonth-to-month with 30 days' notice. Longer terms available
- Discounts that scale with spendBigger monthly investment, better rates across hourly and fixed-fee work
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$2,000/ month
Boutique firms and specialist execution support.
Get your proposalTypical for:
- Boutique firms wanting a mix of regular strategic input and execution support across the basics
- Mid-to-larger firms with their own marketing function, needing execution support in a specific area like design, digital, or content
What you get:
- Senior strategic input on a regular cadence
- Enough execution capacity to keep marketing moving consistently for a firm at this stage
- Discounts on hourly and fixed-fee work that apply across the engagement
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$5,000/ month
The full marketing function, with or without an in-house lead.
Get your proposalTypical for:
- Firms of 25 lawyers or more, with their own marketing function and needing senior leadership plus execution capacity
- Firms running the marketing function through Toro entirely, with no in-house marketer
What you get:
- Fractional CMO time scaled to what the firm needs (more if there's no in-house lead, less if there is)
- Execution capacity across content, design, digital, and web on an ongoing basis
- Better rates than the entry level on hourly and fixed-fee work
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$8,000/ month
Firms running marketing at scale, with us as the engine.
Get your proposalTypical for:
- Firms of 50 lawyers or more, running multiple channels consistently
- Firms with ambitious marketing plans needing senior leadership and serious execution capacity
What you get:
- Fractional CMO time across strategy, leadership, and reviews
- Significant execution capacity across all channels
- The best rates we offer on hourly and fixed-fee work
All prices are in Australian Dollars (AUD) and GST exclusive.
How we work
A clear onboarding, then an ongoing rhythm. Designed so marketing keeps happening without you chasing it.
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Onboarding
A kick-off session with your fractional CMO to map priorities, agree the first quarter's focus, and meet the team. We set up the systems, the cadence, and the reporting in the first two weeks.
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First 90 days
Your CMO leads the priorities agreed in onboarding. The team gets to work, your client manager keeps it coordinated, and you see consistent output from week one. We don't disappear for three months and come back with a strategy deck.
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Ongoing rhythm
Regular WIP calls with your client manager. Strategic reviews with your CMO at a cadence that suits the firm. A monthly update covering work done, work in progress, and budget against retainer.
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Quarterly review
Every quarter, your CMO leads a review with the partner group or marketing lead. What's working, what isn't, what to do next. We adjust the priorities and the engagement based on what the firm actually needs.
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How does it work if we already have an in-house marketer?
If you've got a senior marketer who owns the strategy, our CMO works more as the delivery lead on our end, taking your direction and running our team to execute it. If your in-house marketer is more junior, we work alongside them: advice, training, and the senior cover for the partner conversations, the strategic calls, and the marketing leadership they're not yet placed to handle. Either way, your marketer ends up doing more of what they're good at, and less of what they shouldn't be carrying.
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What if we don't have any marketing function at all?
Then we become it. Your fractional CMO runs the function, and your client manager and team deliver the campaigns, projects, and tasks. You get a marketing operation without the cost or risk of building one yourself.
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How much fractional CMO time do we actually get?
It depends on your monthly investment and whether you have an in-house lead. The CMO's time is used as the firm needs it, more direction and leadership where there's no in-house lead, more support and oversight where there is. We agree the rhythm during onboarding and adjust it as the work evolves.
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Can we scale up or down?
Yes. You can increase your monthly investment at any time, and the rates within the retainer reduce as you do. You can step it down with thirty days' notice. The model is built for firms whose marketing needs change with the practice.
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Who handles urgent or one-off requests?
Your client manager. Urgent requests get fast-tracked when capacity allows, and we'll tell you straight away if a timeline isn't realistic.
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Who's actually working on our firm?
A senior legal marketer as your fractional CMO. A dedicated client manager as your day-to-day point of contact. And the team of designers, writers, web developers, and digital marketers behind them, working as one unit, not a scatter of disjointed freelancers on a Slack channel. You can view our leadership team here.
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Will the same people work on our firm consistently?
Yes. Your CMO and your client manager stay put unless something material changes, someone leaves, or the firm needs a different specialist. The execution team stays consistent where consistency matters, your designer, your writer. For specialist work, you get the right specialist for the job.
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Can the CMO sit in on our partner or board meetings?
Yes, where it makes sense, whether that's a strategic review, a BD planning session, or a board conversation about marketing. Some firms lean on the CMO heavily for this, others use the time more for direction and reviews behind the scenes. We'll set it up whichever way suits how your firm runs.
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Will our in-house marketer feel sidelined?
No, because we set the relationship up so they won't be. We brief in-house marketers carefully during onboarding, agree how we'll work together, and make sure they're the one who looks good to their partners. We've worked alongside dozens of in-house marketers, and most end up advocating to keep us on.
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Do we own the work?
Yes. Everything we create for your firm is yours, with no ongoing licence, no usage restrictions, and no claim on future use. If you ever leave, you take it all with you.
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How does the retainer work?
A fixed monthly amount is agreed up front and invoiced mid-month on fourteen-day terms, for the work in the month ahead. Work is tracked against the retainer at the agreed rates. Some months need more than others, so we manage the budget across the quarter and keep you posted on where things are tracking.
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What happens if we go over the monthly retainer?
We reconcile quarterly. If you're over for a month or two but the quarter balances out, there's no extra invoice. If the quarter ends with an overage, we invoice the difference. Unused budget doesn't roll over unless we agree it in advance.
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Are there setup fees?
No.
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What about software and platform costs?
You cover the software and expenses that belong to your firm, things like your email marketing tools and any advertising spend. Anything that's yours, you own and pay for directly, and we usually need logins to those to do the work. You don't pay for any of the software we use at our end to deliver the work. We'll advise on what you actually need and help your firm set it up.
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What's the notice period if we want to make a change?
Our typical notice period is thirty days, unless we've negotiated otherwise. Transferring files, documentation, and access can usually be handled within the retainer budget you have left. If it needs more than that, we'll quote the handover separately.