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  • The brief
  • Start here
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  • This week · 6
  • This quarter · 11
  • Big bets · 3
  • Wildcards · 2
  • How we can help
Generated Oct 22, 2026
  1. Programmable
  2. Playbooks
  3. Filevine
Filevine logo

growth playbook · Oct 22, 2026

filevine.com (opens in a new tab)

Filevine growth playbook

Diagnosis

Filevine has repositioned around LOIS, legal AI that "runs the firm", and its hiring shows where growth will come from: a VP of Performance Marketing for SEO/AEO/GEO, SEM and attribution, a product marketer for competitor comparisons, a communications director, channel partnerships, corporate and Am Law sellers, a federal team, and a brand-new field sales motion for depositions.

The website is holding that back: real visitors fail Core Web Vitals site-wide, the sitemap leaves out the LOIS pages and points every URL at a redirect, compliance statements disagree, and current customers cannot trial LOIS.

This playbook fixes speed, indexing, proof and the trial path first, then builds comparison pages, assistant visibility, corporate and federal proof, partners and field events.

Growth Score

7/10

Biggest Opportunity

Turn LOIS demand into a faster, measurable funnel: fast pages, indexed LOIS pages, a clear trial-to-paid path, and LOIS trials for the customers already in Filevine.

Biggest Risk

Harvey, Clio, Litify, EvenUp and Smokeball all now pitch AI; a slow site and inconsistent claims make it harder for LOIS to stand out where buyers compare.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Make every paid click land fast: filevine.com fails Core Web Vitals and got 36% slower in a year

    Replace the homepage hero animation with a static poster image and retest in PageSpeed.

    High impact First result in 1 month
  2. 2

    Put LOIS in the sitemap: the flagship pages are missing and every listed URL redirects

    Add the three LOIS URLs to the sitemap and resubmit.

    High impact First result in 2 weeks
  3. 3

    One current compliance statement for federal buyers: FedRAMP, CJIS and ISO say different things on different pages

    List every compliance statement on the site with its page.

    High impact First result in 2 weeks

02

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 14Fill-ins · 5Reconsider · 0
Effort →

Showing 22 of 22 ideas

This week 6

Quick wins with a clear first action.

  • 01

    The new VP of Performance Marketing will scale SEM, SEO/AEO/GEO and landing pages, but the pages that traffic lands on are slow for real lawyers. Across filevine.com, real Chrome visitors wait 4.5 seconds for the main content (good is 2.5), see layout shift of 0.30 (good is 0.1) and wait 372 ms for taps to respond, and loading is 36% slower than a year ago. In Google's mobile lab the homepage scores 26/100 with 10 seconds of blocked main thread. Much of the weight is decorative: a 480 KB animation player, about 480 KB of animations embedded in the HTML, and three separate Google tag scripts.

    High impactMedium effort First result in 1 month VP

    First action

    Replace the homepage hero animation with a static poster image and retest in PageSpeed.

    How to measure it

    Site-wide LCP at the 75th percentile

    Now
    –
    Target
    Under 2.5 s
    By
    90 days

    Steps

    1. 1

      Baseline

      PageSpeed and Search Console for the top 10 landing pages.

      VP, Performance Marketing 2 days

    2. 2

      Replace animations

      Poster images or lazy MP4 instead of the animation player.

      Web Developer 1 week

    3. 3

      Stop inline animation data

      Load animation files only when visible.

      Web Developer 3 days

    4. 4

      Consolidate tags

      One tag container; delay non-essential tags.

      VP, Performance Marketing 1 week

    5. 5

      Fix layout shift

      Reserve space for the logo marquee and banners.

      Web Developer 2 days

    6. 6

      Set a budget

      Page weight and LCP limits for new landing pages.

      VP, Performance Marketing 1 day

    7. 7

      Test on paid

      Fast landing page vs current on the top SEM campaign.

      VP, Performance Marketing 4 weeks

    First result
    1 month
    Cost
    Developer time
    Owner
    VP, Performance Marketing

    Smallest test

    Swap the homepage hero animation for an image and compare LCP in a week.

    Why it works

    Swap the homepage and LOIS hero animations for a poster image or short MP4 that loads after the main content, stop embedding animation data in the HTML, consolidate the Google tag scripts into one container and delay non-essential tags until after interaction, reserve space for the logo marquee and banners to stop layout shift, and set a performance budget for every new landing page. Retest the ten pages that get the most paid and organic traffic, then A/B test a fast landing page against the current one on the top SEM campaign.

    Every second of load time on a paid landing page costs conversions, and Core Web Vitals are part of how Google ranks pages. Fixing the site before scaling spend makes each new dollar of media work harder.

    Ready to use

    ChecklistLanding page speed budget

    [ ] LCP under 2.5 s on mobile (field)
[ ] Total page weight under 2 MB
[ ] No animation data inline in the HTML
[ ] Animation player loads only after main content
[ ] One tag container; non-essential tags delayed
[ ] Width and height set on logos, banners and images
[ ] INP under 200 ms
[ ] Retest in PageSpeed before every launch

    Risks and how to handle them

    • The film and animations are part of the brand

      Keep them, but load after the main content or on click.

    • Removing tags breaks attribution

      Audit which tags feed the attribution model before removing any.

    Evidence

    • Google PageSpeedGoogle PageSpeed for www.filevine.com (October 21, 2026). Real Chrome visitors across the whole site fail Core Web Vitals: main content appears in 4.5 s (good is 2.5 s), layout shift is 0.30 (good is 0.1) and taps respond in 372 ms (good is 200 ms); the homepage alone is 3.0 s and 226 ms. The Chrome UX Report shows site-wide loading 36% slower than a year earlier. The mobile lab test scores 26/100: main content at 10.8 s, Total Blocking Time 10,060 ms, 19.1 s of JavaScript execution and 4.9 MB downloaded, including a 480 KB animation player (dotLottie WebAssembly) and about 480 KB of animations embedded in the page, plus three Google tag scripts of about 170-210 KB each; about 694 KB of unused JavaScript.Source
    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • Your websiteHomepage: title "Legal AI Platform for Law Firms & Legal Teams | LOIS", H1 "Legal AI that runs the firm"; "Built on 40M+ matters"; logos FedEx, Singleton Schreiber, Vercel, Utah County Public Defenders, Ramp, Kopka Law Group, Utah Jazz, Kroger; results "15% increased output", "30% faster recall", "14+% reduced drafting time", "24% efficiency gained" with no source or method; a short film "starring Sarah Rafferty"; a banner for LEX Summit San Diego. The footer links Facebook, X, Instagram and LinkedIn, but no YouTube channel.Source
  • 02

    Filevine's sitemap lists 979 URLs on filevine.com without www, and every one 301-redirects to www.filevine.com. The LOIS pages in the main menu (/lois/, /lois/legal-research/, /lois/lois-for-word/) are not listed at all, and LOIS for Word has two live pages competing for the same searches. For a company whose growth hire owns SEO, AEO and GEO, the flagship is the part search engines are least guided to.

    High impactLow effort First result in 2 weeks VP

    First action

    Add the three LOIS URLs to the sitemap and resubmit.

    How to measure it

    Organic sessions to LOIS pages

    Now
    –
    Target
    +40%
    By
    90 days

    Steps

    1. 1

      Fix the host

      Sitemap URLs on www.

      Web Developer 1 day

    2. 2

      Add LOIS pages

      Every page in the LOIS menu.

      Web Developer 1 hour

    3. 3

      Merge LOIS for Word

      One URL; redirect the other.

      VP, Performance Marketing 1 day

    4. 4

      Fix the /lois/ H1

      Product name and category.

      Product Marketing Manager 1 hour

    5. 5

      Structured data

      Product schema on LOIS pages.

      Web Developer 2 days

    6. 6

      Resubmit and watch

      Search Console coverage.

      VP, Performance Marketing weekly

    First result
    2 weeks
    Cost
    $0
    Owner
    VP, Performance Marketing

    Smallest test

    Resubmit the sitemap with the LOIS pages today.

    Why it works

    Regenerate the sitemap on the www host, add every LOIS page, and pick one LOIS for Word URL (redirect the other). Give /lois/ a real H1 that names the product and its category, and add Product structured data to each LOIS page.

    Search engines and AI crawlers follow sitemaps and canonicals; clean signals make the newest pages eligible to rank and be cited sooner.

    Risks and how to handle them

    • Losing rankings on the merged page

      Redirect to the stronger URL and keep its title.

    Evidence

    • Sitemapsitemap.xml (checked October 21, 2026): all 979 URLs use https://filevine.com/, which 301-redirects to https://www.filevine.com/ (the canonical host on every page). None of the LOIS pages linked in the main menu (/lois/, /lois/legal-research/, /lois/lois-for-word/) is listed. /lois/lois-for-word/ ("LOIS for Word | Filevine") and /platform/lois-for-word/ ("AI Legal Drafting & Contract Redlining Software | LOIS for Word") are both live and each canonical to itself; the /lois/ page has an empty H1.Source
    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • Your websiteHomepage: title "Legal AI Platform for Law Firms & Legal Teams | LOIS", H1 "Legal AI that runs the firm"; "Built on 40M+ matters"; logos FedEx, Singleton Schreiber, Vercel, Utah County Public Defenders, Ramp, Kopka Law Group, Utah Jazz, Kroger; results "15% increased output", "30% faster recall", "14+% reduced drafting time", "24% efficiency gained" with no source or method; a short film "starring Sarah Rafferty"; a banner for LEX Summit San Diego. The footer links Facebook, X, Instagram and LinkedIn, but no YouTube channel.Source
  • 03

    Filevine is building a federal team, and federal buyers read compliance pages first. The Federal Government page says "FedRAMP authorized"; the Security page says it is "actively pursuing FedRAMP Moderate authorization" and elsewhere targets "Ready" status by the end of 2025. CJIS and ISO 27001 statements also vary.

    High impactLow effort First result in 2 weeks Account Executive

    First action

    List every compliance statement on the site with its page.

    How to measure it

    Security questionnaires without follow-up on status

    Now
    –
    Target
    90%
    By
    1 quarter

    Steps

    1. 1

      Inventory

      Every statement and page.

      Account Executive, Federal Civilian 1 day

    2. 2

      Confirm status

      Security and legal review.

      Security Team 1 week

    3. 3

      Publish a table

      Framework, status, date, evidence.

      Web Developer 2 days

    4. 4

      Update pages

      Federal, Security, decks.

      Product Marketing Manager 2 days

    5. 5

      Brief sellers

      Federal and enterprise teams.

      Sales Enablement Specialist 1 day

    6. 6

      Review

      Every quarter.

      Security Team quarterly

    First result
    2 weeks
    Cost
    $0
    Owner
    Account Executive, Federal Civilian

    Smallest test

    Fix the most visible mismatch this week after security confirms the status.

    Why it works

    Have security and legal confirm the current status of each framework, publish it once in a compliance table (framework, status, date, how to request evidence), and point the Federal page, Security page and sales decks to that table. Remove dated targets.

    One accurate, dated statement builds trust with contracting officers and avoids procurement questions that slow deals.

    Risks and how to handle them

    • Status changes during a deal

      Date every entry and keep a change log.

    Evidence

    • Your websiteCompliance statements differ: the Federal Government page says Filevine is "FedRAMP authorized"; the Security page says "We are actively pursuing FedRAMP Moderate authorization" and, further down, "on track to achieve FedRAMP Moderate 'Ready' status by the end of 2025". The Federal page cites "CJIS Security Policy 5.9.3"; the Security page cites 5.9.4 moving to 5.9.5 in one place and "v5.9.3 compliant ... working towards" 5.9.4 and 5.9.5 in another; ISO 27001 is described both as a completed first audit and as being pursued.Source
    • HiringFederal: Account Executives for Federal Civilian, the Department of Defense and the Federal Legal Vertical, plus AI Solutions Architects (Washington DC, posted August 14, 2026). "We are building a small, elite team to attack this market"; the Federal Civilian AE must navigate "FAR compliance, security" requirements.Source
  • 04

    The LOIS free trial "is not available to current Filevine customers", so the people already working in Filevine every day, the easiest LOIS buyers, cannot try it the way prospects can.

    High impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    Pick 50 active customer accounts for a pilot.

    How to measure it

    Pilot accounts converting to LOIS

    Now
    –
    Target
    25%
    By
    1 quarter

    Steps

    1. 1

      Define the offer

      30 days, admin opt-in.

      Product Marketing Manager 1 week

    2. 2

      Build the switch

      In-app trial for current accounts.

      Product Management 1 month

    3. 3

      Pilot

      50 accounts.

      Customer Success 1 month

    4. 4

      Check in

      Day 10 call.

      Customer Success per account

    5. 5

      Quote

      Day 25 upgrade.

      Account Management per account

    6. 6

      Measure

      Usage and conversion.

      VP, Performance Marketing monthly

    First result
    1 quarter
    Cost
    Product time
    Owner
    Product Marketing Manager

    Smallest test

    Offer a manual trial to ten customers this month.

    Why it works

    Create an in-app LOIS trial for existing accounts: one click by an admin, 30 days, on their own matters, with a success manager check-in at day 10 and an upgrade quote at day 25. Track usage by firm and convert the most active.

    Expansion inside an existing account is faster and cheaper than a new logo, and customers trying LOIS on real matters see its value immediately.

    Risks and how to handle them

    • Data protection concerns

      Use the same controls as the paid product.

    Evidence

    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
    • HiringProduct Marketing Manager (US, posted September 23, 2026): owns "messaging and positioning of the individual products", "tier-1 through 3 launches", "pitch decks, feature blogs, and clear value-proposition briefs"; builds "actionable competitor comparisons and win/loss insights to keep Sales ahead of legacy tech and AI point solutions"; positioning must resonate "from solo practitioners to enterprise legal teams"; tracks analysts and owns "a consistent win/loss practice".Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
  • 05

    The pricing page lists packages but no prices and says "Each organization is unique". It never mentions the free LOIS trial promoted in the banner above it, or what a firm pays when the trial ends.

    High impactLow effort First result in 1 month VP

    First action

    Add the trial card to the pricing page.

    How to measure it

    Pricing-page trial starts

    Now
    –
    Target
    +25%
    By
    60 days

    Steps

    1. 1

      Agree terms

      Trial and after-trial pricing.

      Product Marketing Manager 1 week

    2. 2

      Design the card

      Trial, eligibility, next step.

      Product Marketing Manager 2 days

    3. 3

      Build

      On the pricing page.

      Web Developer 2 days

    4. 4

      Add FAQ

      Trial terms.

      Product Marketing Manager 1 day

    5. 5

      A/B test

      With and without a starting price.

      VP, Performance Marketing 4 weeks

    6. 6

      Report

      Trial starts and paid conversions.

      VP, Performance Marketing monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    VP, Performance Marketing

    Smallest test

    Add the trial card this week.

    Why it works

    Add a LOIS card at the top of the pricing page: free trial, who qualifies, what happens after the trial, and a "from" price or price range for solo and small firms. Add an FAQ on trial terms. Test the page with and without a starting price.

    Solo and small-firm buyers want to know the cost before talking to sales; showing the path from trial to paid lifts trial signups and reduces drop-off after the trial.

    Risks and how to handle them

    • Published prices anchor enterprise deals

      Show a "from" price for solo and small firms only.

    Evidence

    • Your websitePricing page: no prices; packages and add-ons listed (LOIS for Word, depositions, case management, documents, billing, Periscope analytics, Timely deadlines, client portal, lead management, eSignatures); FAQ "How does Filevine pricing work? Each organization is unique and our team will work closely with you to tailor a cost-effective and scalable plan." The page does not mention the free LOIS trial or what happens when it ends.Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • HiringProduct Marketing Manager (US, posted September 23, 2026): owns "messaging and positioning of the individual products", "tier-1 through 3 launches", "pitch decks, feature blogs, and clear value-proposition briefs"; builds "actionable competitor comparisons and win/loss insights to keep Sales ahead of legacy tech and AI point solutions"; positioning must resonate "from solo practitioners to enterprise legal teams"; tracks analysts and owns "a consistent win/loss practice".Source
  • 06

    The homepage and LOIS page show "15% increased output", "30% faster recall", "14+% reduced drafting time" and "24% efficiency gained" without saying where they come from. Filevine has a much stronger, documented proof point: LOIS checked 2,073 citations in 68 sanctioned federal filings and found 174 severe errors.

    Medium impactLow effort First result in 2 weeks Product Marketing Manager

    First action

    Find the source for each of the four numbers.

    How to measure it

    Homepage-to-trial conversion

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      Find sources

      For the four numbers.

      Product Marketing Manager 2 days

    2. 2

      Write footnotes

      Method and sample.

      Product Marketing Manager 1 day

    3. 3

      Add the study

      Featured proof block.

      Web Developer 1 day

    4. 4

      Legal review

      Claims wording.

      Legal 2 days

    5. 5

      Publish

      Homepage and LOIS page.

      Web Developer 1 day

    6. 6

      Measure

      Conversion change.

      VP, Performance Marketing monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Product Marketing Manager

    Smallest test

    Footnote one number this week.

    Why it works

    Add a one-line source and method to each number (customer study, sample size, period) or replace it; add the citator study as a featured proof point with a link to the full evaluation.

    Lawyers are trained to ask for the source; cited numbers persuade, unsourced ones invite doubt.

    Risks and how to handle them

    • Sources are weak

      Replace with the citator study until a new customer study is done.

    Evidence

    • Your websiteHomepage: title "Legal AI Platform for Law Firms & Legal Teams | LOIS", H1 "Legal AI that runs the firm"; "Built on 40M+ matters"; logos FedEx, Singleton Schreiber, Vercel, Utah County Public Defenders, Ramp, Kopka Law Group, Utah Jazz, Kroger; results "15% increased output", "30% faster recall", "14+% reduced drafting time", "24% efficiency gained" with no source or method; a short film "starring Sarah Rafferty"; a banner for LEX Summit San Diego. The footer links Facebook, X, Instagram and LinkedIn, but no YouTube channel.Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
    • HiringProduct Marketing Manager (US, posted September 23, 2026): owns "messaging and positioning of the individual products", "tier-1 through 3 launches", "pitch decks, feature blogs, and clear value-proposition briefs"; builds "actionable competitor comparisons and win/loss insights to keep Sales ahead of legacy tech and AI point solutions"; positioning must resonate "from solo practitioners to enterprise legal teams"; tracks analysts and owns "a consistent win/loss practice".Source

This quarter 11

The core plays for the next three months.

  • 07

    The PMM is hired to build competitor comparisons against "legacy tech and AI point solutions", but filevine.com has no page that names a rival. It has two overlapping "best AI for lawyers" posts instead. Buyers search "Filevine vs Clio", "LOIS vs Harvey" and "EvenUp alternative".

    High impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    Publish the comparison sales meets most first.

    How to measure it

    Comparison-page conversions

    Now
    –
    Target
    80 a month
    By
    1 quarter

    Steps

    1. 1

      Pick rivals

      From win/loss data.

      Product Marketing Manager 1 week

    2. 2

      Check facts

      Rivals' current pages.

      Product Marketing Manager 1 week

    3. 3

      Write pages

      Tables and fit.

      Product Marketing Manager 2 weeks

    4. 4

      Legal review

      Claims and trademarks.

      Legal 1 week

    5. 5

      Merge posts

      One AI-for-lawyers guide.

      VP, Performance Marketing 2 days

    6. 6

      Refresh

      Quarterly.

      Product Marketing Manager quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Publish one comparison page.

    Why it works

    Publish fair comparison pages for the rivals sales meets most (for example Clio, Litify, Smokeball, Harvey, EvenUp): feature table, where each fits, migration help and a trial link. Merge the two "best AI for lawyers" posts into one updated guide.

    Comparison queries are late-stage and high intent; owning them also shapes what AI assistants answer.

    Risks and how to handle them

    • Outdated claims

      Date every page and review each quarter.

    Evidence

    • HiringProduct Marketing Manager (US, posted September 23, 2026): owns "messaging and positioning of the individual products", "tier-1 through 3 launches", "pitch decks, feature blogs, and clear value-proposition briefs"; builds "actionable competitor comparisons and win/loss insights to keep Sales ahead of legacy tech and AI point solutions"; positioning must resonate "from solo practitioners to enterprise legal teams"; tracks analysts and owns "a consistent win/loss practice".Source
    • SitemapContent in the sitemap: 483 blog posts, 103 feature pages, 97 webinar recordings and 76 podcast episodes. Two overlapping posts, /blog/what-is-the-best-ai-for-lawyers/ and /blog/best-ai-for-lawyers/, plus /blog/what-is-the-best-case-management-software-for-lawyers/; no comparison pages that name a rival. Webinars include "Meet LOIS Console: The AI That Runs Your Firm", "Live Demo: What AI-Powered Depositions Actually Look Like" and a "CLE Masterclass".Source
    • Competitor researchRivals' own homepages: Harvey, "AI software for legal and professional services" for "leading law firms and corporate legal teams"; Litify, "Legal & AI, finally working together in a single platform"; EvenUp, "Proactive AI for Personal Injury Firms"; Smokeball, "Legal practice management software".Source
    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
  • 08

    The VP of Performance Marketing owns AEO and GEO. Lawyers now ask AI assistants which legal AI to use; the answer depends on citable, structured, third-party-verifiable content.

    High impactMedium effort First result in 2 quarters VP

    First action

    Write the 30 questions and record today's answers.

    How to measure it

    Questions citing Filevine

    Now
    –
    Target
    50%
    By
    2 quarters

    Steps

    1. 1

      Write questions

      By product line.

      VP, Performance Marketing 1 week

    2. 2

      Baseline

      Answers and citations.

      VP, Performance Marketing 1 week

    3. 3

      Fill gaps

      Pages answering each question.

      Product Marketing Manager 1 quarter

    4. 4

      Publish research

      Citator evaluation as a report.

      Director, Communications 1 month

    5. 5

      Profiles

      Review sites up to date.

      VP, Performance Marketing 1 month

    6. 6

      Track weekly

      Citation share.

      VP, Performance Marketing weekly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    VP, Performance Marketing

    Smallest test

    Check ten questions today.

    Why it works

    Pick 30 buyer questions ("best AI for legal research with citation checking", "AI deposition software"), check weekly what major assistants answer and cite, and close gaps with structured pages, the citator evaluation as citable research, review-site profiles and press coverage.

    Being the cited answer is the new first page of search, and it is measurable question by question.

    Risks and how to handle them

    • Assistant answers change often

      Track trends, not single answers.

    Evidence

    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
    • SitemapContent in the sitemap: 483 blog posts, 103 feature pages, 97 webinar recordings and 76 podcast episodes. Two overlapping posts, /blog/what-is-the-best-ai-for-lawyers/ and /blog/best-ai-for-lawyers/, plus /blog/what-is-the-best-case-management-software-for-lawyers/; no comparison pages that name a rival. Webinars include "Meet LOIS Console: The AI That Runs Your Firm", "Live Demo: What AI-Powered Depositions Actually Look Like" and a "CLE Masterclass".Source
    • programmable.infoSite profile: review badges for G2, Capterra, TrustRadius, GetApp and Software Advice; HubSpot and Google Tag Manager; social profiles on LinkedIn, X, Facebook and Instagram; a Filevine University and a Product Update Log, both without meta descriptions.Source
  • 09

    Filevine carries G2, Capterra, TrustRadius, GetApp and Software Advice badges, and the VP role names those platforms. Small firms compare there before they trial anything.

    High impactMedium effort First result in 1 quarter VP

    First action

    List the categories where LOIS should appear on each site.

    How to measure it

    New reviews

    Now
    –
    Target
    60 a month
    By
    2 quarters

    Steps

    1. 1

      Audit profiles

      Categories and screenshots.

      VP, Performance Marketing 1 week

    2. 2

      Trigger asks

      Day 30 and milestones.

      VP, Performance Marketing 2 weeks

    3. 3

      Respond

      To every review.

      Customer Success ongoing

    4. 4

      Test paid

      On the top site.

      VP, Performance Marketing 1 month

    5. 5

      Measure

      Trials by source.

      VP, Performance Marketing monthly

    6. 6

      Share wins

      Badges on pages.

      Web Developer quarterly

    First result
    1 quarter
    Cost
    Review-site budget
    Owner
    VP, Performance Marketing

    Smallest test

    Ask 100 active users this month.

    Why it works

    Ask active LOIS users for a review at day 30 and after a milestone (first verified brief, first deposition summary), refresh profiles with LOIS screenshots and categories, and test paid placements on the platform that drives the most trials.

    Fresh reviews lift ranking on review sites and feed AI assistant answers.

    Risks and how to handle them

    • Incentive rules

      Follow each platform's review policy.

    Evidence

    • programmable.infoSite profile: review badges for G2, Capterra, TrustRadius, GetApp and Software Advice; HubSpot and Google Tag Manager; social profiles on LinkedIn, X, Facebook and Instagram; a Filevine University and a Product Update Log, both without meta descriptions.Source
    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
  • 10

    Filevine is hiring enterprise AEs to sell to "legal teams inside corporations", and it acquired Pincites, trusted by Redis, Glean and Vercel. Yet no case study covers a corporate legal department and the customers filter shows only law-firm practice areas.

    High impactMedium effort First result in 1 quarter Enterprise Account Executive

    First action

    Ask two LOIS for Word customers for interviews.

    How to measure it

    Corporate opportunities

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Ask customers

      Two to three corporate teams.

      Enterprise Account Executive, Corporate 2 weeks

    2. 2

      Interview

      Results and workflows.

      Product Marketing Manager 1 month

    3. 3

      Publish

      Three stories.

      Product Marketing Manager 1 month

    4. 4

      Add filters

      Corporate and government.

      Web Developer 1 day

    5. 5

      Update in-house page

      LOIS for Word first.

      Product Marketing Manager 2 weeks

    6. 6

      Enable

      Decks for AEs.

      Sales Enablement Specialist 1 week

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Enterprise Account Executive, Corporate

    Smallest test

    Publish one corporate story.

    Why it works

    Write three corporate legal case studies (starting with LOIS for Word customers), add "Corporate Legal" and "Government" to the customers filter, and build an in-house page that leads with LOIS for Word and contract work.

    Corporate buyers look for peers like them; the proof exists and needs packaging.

    Risks and how to handle them

    • Corporate customers decline naming

      Use industry and team size.

    Evidence

    • HiringUpmarket sales: Enterprise Account Executives, Corporate (San Francisco, posted September 22, 2026; also New York and Chicago) selling "particularly for legal teams inside corporations"; a Vice President of Sales Strategy (Am Law) in New York to grow "across BigLaw, AmLaw, NLJ 500" through "a strong network of referral partners, consultants, and advisors"; Legal Solutions Engineers (New York, San Francisco, Chicago, posted October 20, 2026) for "large law firms, insurance carriers, government entities, and corporate legal departments".Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
    • Your websiteCustomers page: H1 "Join hundreds of thousands of users on Filevine."; featured Baker Hostetler story; the visible practice-area filter offers Personal Injury, Family Law, Immigration, Worker's Compensation and Other; 38 case studies in the sitemap, mostly personal injury and small firms, none for a corporate legal department or a federal agency.Source
  • 11

    The VP of Sales Strategy (Am Law) is asked to build "a strong network of referral partners, consultants, and advisors" for BigLaw. Baker Hostetler is already a featured customer.

    High impactMedium effort First result in 2 quarters Vice President of Sales Strat…

    First action

    Invite five innovation leaders.

    How to measure it

    Am Law 200 opportunities

    Now
    –
    Target
    10
    By
    2 quarters

    Steps

    1. 1

      Invite

      Five to eight leaders.

      Vice President of Sales Strategy (Am Law) 1 month

    2. 2

      Run sessions

      Quarterly.

      Vice President of Sales Strategy (Am Law) quarterly

    3. 3

      Early access

      For members.

      Product Management ongoing

    4. 4

      Big Law page

      Proof and features.

      Product Marketing Manager 1 month

    5. 5

      Referrals

      Ask members for introductions.

      Vice President of Sales Strategy (Am Law) ongoing

    6. 6

      Track

      Pipeline from the circle.

      VP, Performance Marketing quarterly

    First result
    2 quarters
    Cost
    Event costs
    Owner
    Vice President of Sales Strategy (Am Law)

    Smallest test

    Host one dinner.

    Why it works

    Form a small advisory circle of innovation leaders and former partners, meet quarterly to review LOIS roadmap items for large firms, and give members early access. Publish a Big Law page with LOIS proof for firms of that size.

    Large firms buy on peer trust; an advisory circle creates both references and product fit.

    Risks and how to handle them

    • Members expect custom work

      Set clear scope for feedback.

    Evidence

    • HiringUpmarket sales: Enterprise Account Executives, Corporate (San Francisco, posted September 22, 2026; also New York and Chicago) selling "particularly for legal teams inside corporations"; a Vice President of Sales Strategy (Am Law) in New York to grow "across BigLaw, AmLaw, NLJ 500" through "a strong network of referral partners, consultants, and advisors"; Legal Solutions Engineers (New York, San Francisco, Chicago, posted October 20, 2026) for "large law firms, insurance carriers, government entities, and corporate legal departments".Source
    • Your websiteCustomers page: H1 "Join hundreds of thousands of users on Filevine."; featured Baker Hostetler story; the visible practice-area filter offers Personal Injury, Family Law, Immigration, Worker's Compensation and Other; 38 case studies in the sitemap, mostly personal injury and small firms, none for a corporate legal department or a federal agency.Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
  • 12

    The federal team is "small" and "elite" and must navigate FAR and security requirements. Filevine has state and local government customers (Utah County Public Defenders) but no federal case study.

    High impactMedium effort First result in 2 quarters Account Executive

    First action

    Draft the how-to-buy section.

    How to measure it

    Federal opportunities

    Now
    –
    Target
    15
    By
    2 quarters

    Steps

    1. 1

      Confirm paths

      Vehicles and resellers.

      Account Executive, Federal Civilian 1 month

    2. 2

      Write the page

      For contracting officers.

      Product Marketing Manager 2 weeks

    3. 3

      Compliance packet

      On request.

      Security Team 2 weeks

    4. 4

      Case study

      Public-sector customer.

      Product Marketing Manager 1 month

    5. 5

      Publish

      Federal page.

      Web Developer 1 day

    6. 6

      Review

      Quarterly.

      Account Executive, Federal Civilian quarterly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Account Executive, Federal Civilian

    Smallest test

    Publish the page with what is confirmed today.

    Why it works

    Publish a page for contracting officers: how to buy, the compliance table, approved resellers or contract vehicles once confirmed, and a request for a compliance packet. Turn one public-sector customer into a case study that federal legal teams recognize.

    A clear path to purchase and peer proof shorten federal cycles.

    Risks and how to handle them

    • Listing paths that are not yet live

      Publish only confirmed ones.

    Evidence

    • HiringFederal: Account Executives for Federal Civilian, the Department of Defense and the Federal Legal Vertical, plus AI Solutions Architects (Washington DC, posted August 14, 2026). "We are building a small, elite team to attack this market"; the Federal Civilian AE must navigate "FAR compliance, security" requirements.Source
    • Your websiteCompliance statements differ: the Federal Government page says Filevine is "FedRAMP authorized"; the Security page says "We are actively pursuing FedRAMP Moderate authorization" and, further down, "on track to achieve FedRAMP Moderate 'Ready' status by the end of 2025". The Federal page cites "CJIS Security Policy 5.9.3"; the Security page cites 5.9.4 moving to 5.9.5 in one place and "v5.9.3 compliant ... working towards" 5.9.4 and 5.9.5 in another; ISO 27001 is described both as a completed first audit and as being pursued.Source
    • Your websiteCustomers page: H1 "Join hundreds of thousands of users on Filevine."; featured Baker Hostetler story; the visible practice-area filter offers Personal Injury, Family Law, Immigration, Worker's Compensation and Other; 38 case studies in the sitemap, mostly personal injury and small firms, none for a corporate legal department or a federal agency.Source
  • 13

    Field sales is "a brand-new motion" for depositions, and Filevine is hiring notary digital reporters in more than 20 states. A deposition puts Filevine's product in front of every attorney in the room, including opposing counsel.

    High impactMedium effort First result in 2 quarters Outside Sales Representative

    First action

    List 50 litigation firms in Houston and Miami.

    How to measure it

    New-firm depositions

    Now
    –
    Target
    40 a month
    By
    2 quarters

    Steps

    1. 1

      Target firms

      High deposition volume.

      Outside Sales Representative, Depositions 2 weeks

    2. 2

      Intro offer

      First deposition.

      Outside Sales Representative, Depositions 1 week

    3. 3

      Run

      With live LOIS features.

      Digital Reporter ongoing

    4. 4

      Follow up

      Attending attorneys.

      Outside Sales Representative, Depositions ongoing

    5. 5

      Track

      Trials from attending firms.

      VP, Performance Marketing monthly

    6. 6

      Write the playbook

      For the next reps.

      Outside Sales Representative, Depositions 1 quarter

    First result
    2 quarters
    Cost
    Intro discounts
    Owner
    Outside Sales Representative, Depositions

    Smallest test

    Book five intro depositions in one city.

    Why it works

    Have outside reps start with litigation firms that schedule many depositions: offer the first deposition at an introductory price, show live LOIS transcription and same-day summaries, and follow up with the attending attorneys. Track which attending firms later trial LOIS.

    Every deposition is a live demo to several firms; field reps can turn one service into many conversations.

    Risks and how to handle them

    • Reporter coverage varies by state

      Start where reporters are hired.

    Evidence

    • HiringDepositions and field: Outside Sales Representatives for Depositions in Houston and Miami (posted September 25, 2026; also Chicago, Los Angeles, New York): "field sales is a brand-new motion at Filevine" and "You'll be the first Filevine salesperson to plant a flag in your territory"; notary and remote online notary "Digital Reporter" roles in more than 20 states and Washington DC; Events Outreach Coordinators (posted October 2 and 5, 2026) to get "the right people in the room" for "every field event we run".Source
    • Your websiteDepositions by Filevine covers the full deposition cycle: booking "a court reporter*" ("*varies by state"), Zoom links, live transcription with goal tracking and follow-up suggestions, "same-day rough drafts, AI-generated deposition summaries", and certified transcripts "with a single click".Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
  • 14

    The SVP of Channel Partnerships is asked to stand up programs with "certification, marketplace presence, and co-sell / co-marketing". Filevine already has Certified Implementation Partners and MSPs.

    High impactHigh effort First result in 2 quarters SVP

    First action

    Draft the certification curriculum.

    How to measure it

    Partner-sourced opportunities

    Now
    –
    Target
    +50%
    By
    3 quarters

    Steps

    1. 1

      Curriculum

      LOIS training.

      SVP, Channel Partnerships and Strategic Alliances 1 month

    2. 2

      Test

      Certification exam.

      SVP, Channel Partnerships and Strategic Alliances 1 month

    3. 3

      Directory

      Searchable listing.

      Web Developer 1 month

    4. 4

      Deal registration

      Co-sell rules.

      SVP, Channel Partnerships and Strategic Alliances 1 month

    5. 5

      Co-marketing

      Partner webinars.

      Channel Partnership Representative ongoing

    6. 6

      Report

      Partner revenue.

      SVP, Channel Partnerships and Strategic Alliances monthly

    First result
    2 quarters
    Cost
    Program costs
    Owner
    SVP, Channel Partnerships and Strategic Alliances

    Smallest test

    Certify five partners in a pilot.

    Why it works

    Add a LOIS certification for partners (training, test, listing badge), give certified partners a co-sell path with deal registration, and list them in a searchable directory by practice area and region.

    Certified partners recommend what they know; certification makes LOIS part of every implementation.

    Risks and how to handle them

    • Low partner quality

      Require renewal yearly.

    Evidence

    • HiringPartnerships: an SVP, Channel Partnerships and Strategic Alliances (posted October 9, 2026) to "Stand up a scalable channel, referral, and API/ISV partner programs (including but not limited to certification, marketplace presence, and co-sell / co-marketing enablement)" and "Own Partner-Sourced Revenue"; Channel Partnership Representatives in Salt Lake City and Chicago to "Shepherd inbound referrals from partnership managers to AEs" and "recruit new referral partners and event sponsors".Source
    • Your websitePartners page: Advocates ("Filevine customers who ... earn exclusive rewards" for "referring firms"), Managed Service Providers and Consultants, Certified Implementation Partners and Integration Partners (46 integration pages in the sitemap); a separate Partner Portal.Source
  • 15

    Filevine's Advocates program rewards customers for referring firms, but it sits on the partners page. Channel Partnership Representatives will shepherd referrals to AEs.

    Medium impactLow effort First result in 1 quarter Channel Partnership Represent…

    First action

    List customers with recent strong reviews.

    How to measure it

    Referrals

    Now
    –
    Target
    +40%
    By
    2 quarters

    Steps

    1. 1

      Pick moments

      Three milestones.

      Channel Partnership Representative 1 week

    2. 2

      In-app prompt

      At milestones.

      Product Management 1 month

    3. 3

      Referral link

      With LOIS trial invite.

      Web Developer 2 weeks

    4. 4

      Route

      To AEs within a day.

      Channel Partnership Representative ongoing

    5. 5

      Reward

      Fast payout.

      Channel Partnership Representative ongoing

    6. 6

      Measure

      Referrals by moment.

      VP, Performance Marketing monthly

    First result
    1 quarter
    Cost
    Rewards
    Owner
    Channel Partnership Representative

    Smallest test

    Email 100 recent reviewers.

    Why it works

    Ask for referrals after milestones (a strong review, a won case story, a renewal), show the program in the product, and give advocates a simple referral link and LOIS trial invite to share.

    Lawyers trust peer recommendations most, and milestone timing raises response.

    Risks and how to handle them

    • Ethics rules on referral fees for lawyers

      Use non-cash recognition where rules require; check with legal.

    Evidence

    • Your websitePartners page: Advocates ("Filevine customers who ... earn exclusive rewards" for "referring firms"), Managed Service Providers and Consultants, Certified Implementation Partners and Integration Partners (46 integration pages in the sitemap); a separate Partner Portal.Source
    • HiringPartnerships: an SVP, Channel Partnerships and Strategic Alliances (posted October 9, 2026) to "Stand up a scalable channel, referral, and API/ISV partner programs (including but not limited to certification, marketplace presence, and co-sell / co-marketing enablement)" and "Own Partner-Sourced Revenue"; Channel Partnership Representatives in Salt Lake City and Chicago to "Shepherd inbound referrals from partnership managers to AEs" and "recruit new referral partners and event sponsors".Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
  • 16

    The new Director of Communications will drive media relations and recognition. Filevine's citator study (174 severe errors in 2,073 citations from sanctioned filings) is the kind of original data legal reporters cover.

    High impactMedium effort First result in 2 quarters Director

    First action

    Expand the study to a larger sample.

    How to measure it

    Articles citing the report

    Now
    –
    Target
    25
    By
    2 quarters

    Steps

    1. 1

      Expand the sample

      More filings.

      Legal Team 1 month

    2. 2

      Write

      Report and summary.

      Director, Communications 1 month

    3. 3

      Embargo briefings

      Legal and tech press.

      Director, Communications 2 weeks

    4. 4

      CLE session

      Bar associations.

      Director, Communications 1 quarter

    5. 5

      Promote

      Social and email.

      VP, Performance Marketing 1 month

    6. 6

      Repeat

      Yearly.

      Director, Communications yearly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Director, Communications

    Smallest test

    Pitch the existing study to three legal reporters.

    Why it works

    Turn the study into an annual report with method, trends and anonymized examples; brief legal and tech press under embargo; and offer bar associations a CLE session on verifying AI citations.

    Original research earns coverage and positions LOIS on its strongest point, accuracy.

    Risks and how to handle them

    • Seen as attacking lawyers

      Focus on prevention, anonymize every example.

    Evidence

    • HiringDirector, Communications (posted October 13, 2026): "shape how the legal industry - and the broader tech world - understands, trusts, and talks about Filevine"; own media relations "across legal, legal tech, and B2B tech", oversee social, and drive "executive bylines, speaking engagements, awards, and industry recognitions".Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
    • SitemapContent in the sitemap: 483 blog posts, 103 feature pages, 97 webinar recordings and 76 podcast episodes. Two overlapping posts, /blog/what-is-the-best-ai-for-lawyers/ and /blog/best-ai-for-lawyers/, plus /blog/what-is-the-best-case-management-software-for-lawyers/; no comparison pages that name a rival. Webinars include "Meet LOIS Console: The AI That Runs Your Firm", "Live Demo: What AI-Powered Depositions Actually Look Like" and a "CLE Masterclass".Source
  • 17

    Events Outreach Coordinators are hired to get "the right people in the room". LOIS trial signups and webinar attendees by city are the warmest invite list.

    Medium impactLow effort First result in 1 quarter Events Outreach Coordinator

    First action

    Pull trial users near the next event city.

    How to measure it

    Event opportunities

    Now
    –
    Target
    20%
    By
    2 quarters

    Steps

    1. 1

      Pull lists

      Trials and webinars by city.

      Events Outreach Coordinator 1 week

    2. 2

      Invite

      Personal emails.

      Events Outreach Coordinator 2 weeks

    3. 3

      Hands-on session

      At the event.

      Legal Solutions Engineer per event

    4. 4

      Hand off

      Next-day follow-up.

      Events Outreach Coordinator per event

    5. 5

      Track

      Opportunities.

      VP, Performance Marketing monthly

    6. 6

      Refine

      Which invites work.

      Events Outreach Coordinator quarterly

    First result
    1 quarter
    Cost
    Existing event budget
    Owner
    Events Outreach Coordinator

    Smallest test

    Invite trial users to one event.

    Why it works

    For each field event, invite trial users and webinar attendees within 50 miles, offer a hands-on LOIS session, and hand attendees to the local AE or outside rep the next day.

    People already trying LOIS are the most likely to attend and buy.

    Risks and how to handle them

    • Low attendance

      Confirm a week out.

    Evidence

    • HiringDepositions and field: Outside Sales Representatives for Depositions in Houston and Miami (posted September 25, 2026; also Chicago, Los Angeles, New York): "field sales is a brand-new motion at Filevine" and "You'll be the first Filevine salesperson to plant a flag in your territory"; notary and remote online notary "Digital Reporter" roles in more than 20 states and Washington DC; Events Outreach Coordinators (posted October 2 and 5, 2026) to get "the right people in the room" for "every field event we run".Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
    • SitemapContent in the sitemap: 483 blog posts, 103 feature pages, 97 webinar recordings and 76 podcast episodes. Two overlapping posts, /blog/what-is-the-best-ai-for-lawyers/ and /blog/best-ai-for-lawyers/, plus /blog/what-is-the-best-case-management-software-for-lawyers/; no comparison pages that name a rival. Webinars include "Meet LOIS Console: The AI That Runs Your Firm", "Live Demo: What AI-Powered Depositions Actually Look Like" and a "CLE Masterclass".Source

Big bets 3

Larger plays that can change the trajectory.

  • 18

    The VP is asked to build a multi-touch funnel across "all product lines" and to model LTV:CAC. Filevine sells LOIS, case management, depositions and contract work to solos, firms, corporations and government.

    High impactHigh effort First result in 3 quarters VP

    First action

    Define segments and product tags.

    How to measure it

    LTV:CAC reported by segment

    Now
    –
    Target
    Monthly
    By
    3 quarters

    Steps

    1. 1

      Define

      Segments and tags.

      VP, Performance Marketing 2 weeks

    2. 2

      Instrument

      Trials to CRM.

      VP, Performance Marketing 1 month

    3. 3

      Model

      Attribution.

      VP, Performance Marketing 1 quarter

    4. 4

      Report

      Monthly to the CGO.

      VP, Performance Marketing monthly

    5. 5

      Reallocate

      Budget by ratio.

      Chief Growth Officer quarterly

    6. 6

      Review

      Model accuracy.

      VP, Performance Marketing quarterly

    First result
    3 quarters
    Cost
    Analytics tools
    Owner
    VP, Performance Marketing

    Smallest test

    Report one segment end to end.

    Why it works

    Tag every lead by product line and segment, connect trial usage to opportunities, and report MQL to revenue and LTV:CAC by segment monthly; move budget to the segments with the best ratio.

    Budget follows proof; segment-level returns show where to grow fastest.

    Risks and how to handle them

    • Long cycles hide results

      Use pipeline as the early signal.

    Evidence

    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source
    • HiringUpmarket sales: Enterprise Account Executives, Corporate (San Francisco, posted September 22, 2026; also New York and Chicago) selling "particularly for legal teams inside corporations"; a Vice President of Sales Strategy (Am Law) in New York to grow "across BigLaw, AmLaw, NLJ 500" through "a strong network of referral partners, consultants, and advisors"; Legal Solutions Engineers (New York, San Francisco, Chicago, posted October 20, 2026) for "large law firms, insurance carriers, government entities, and corporate legal departments".Source
  • 19

    Filevine runs a CLE masterclass webinar and has a Filevine University. Lawyers must earn CLE credits, and AI competence is a growing topic.

    High impactHigh effort First result in 3 quarters Director

    First action

    Apply for accreditation in two states.

    How to measure it

    Trials from CLE

    Now
    –
    Target
    500 a quarter
    By
    3 quarters

    Steps

    1. 1

      Pick courses

      Three topics.

      Director, Communications 1 month

    2. 2

      Accreditation

      Two states first.

      Legal Team 1 quarter

    3. 3

      Build

      On Filevine University.

      Web Developer 1 month

    4. 4

      Promote

      Bar associations and ads.

      VP, Performance Marketing ongoing

    5. 5

      Trial offer

      At course end.

      VP, Performance Marketing 1 week

    6. 6

      Expand

      More states.

      Director, Communications 2 quarters

    First result
    3 quarters
    Cost
    Accreditation fees
    Owner
    Director, Communications

    Smallest test

    Run one CLE webinar with a trial offer.

    Why it works

    Offer free accredited CLE courses on using legal AI responsibly (citation verification, privilege, ethics), hosted on Filevine University, with LOIS exercises and a trial at the end.

    Lawyers need the credits anyway; free, useful CLE builds trust and fills the trial funnel.

    Risks and how to handle them

    • Accreditation rules vary

      Start with states with simple processes.

    Evidence

    • SitemapContent in the sitemap: 483 blog posts, 103 feature pages, 97 webinar recordings and 76 podcast episodes. Two overlapping posts, /blog/what-is-the-best-ai-for-lawyers/ and /blog/best-ai-for-lawyers/, plus /blog/what-is-the-best-case-management-software-for-lawyers/; no comparison pages that name a rival. Webinars include "Meet LOIS Console: The AI That Runs Your Firm", "Live Demo: What AI-Powered Depositions Actually Look Like" and a "CLE Masterclass".Source
    • programmable.infoSite profile: review badges for G2, Capterra, TrustRadius, GetApp and Software Advice; HubSpot and Google Tag Manager; social profiles on LinkedIn, X, Facebook and Instagram; a Filevine University and a Product Update Log, both without meta descriptions.Source
    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
  • 20

    The PMM must position from "solo practitioners to enterprise legal teams", but every path ends in a demo or a quoted plan. Solo lawyers often want to buy online.

    High impactHigh effort First result in 3 quarters Product Marketing Manager

    First action

    Define the self-serve plan and price.

    How to measure it

    Self-serve LOIS subscriptions

    Now
    –
    Target
    1,000
    By
    3 quarters

    Steps

    1. 1

      Define plan

      Features and price.

      Product Marketing Manager 1 month

    2. 2

      Build checkout

      Card billing.

      Product Management 1 quarter

    3. 3

      Trial handoff

      Convert at trial end.

      VP, Performance Marketing 1 month

    4. 4

      Onboarding

      In-app guides.

      Customer Success 1 month

    5. 5

      Measure

      Retention vs sales-led.

      VP, Performance Marketing monthly

    6. 6

      Upsell

      To the platform.

      Account Management ongoing

    First result
    3 quarters
    Cost
    Product time
    Owner
    Product Marketing Manager

    Smallest test

    Offer card checkout to trial users in one segment.

    Why it works

    After the trial, let solos and small firms buy LOIS by card with monthly billing, with an upgrade path to the full platform. Measure conversion and retention against sales-led small accounts.

    Self-serve lowers acquisition cost and frees sales for larger accounts.

    Risks and how to handle them

    • Undercutting sales deals

      Limit to firms below a set size.

    Evidence

    • HiringProduct Marketing Manager (US, posted September 23, 2026): owns "messaging and positioning of the individual products", "tier-1 through 3 launches", "pitch decks, feature blogs, and clear value-proposition briefs"; builds "actionable competitor comparisons and win/loss insights to keep Sales ahead of legacy tech and AI point solutions"; positioning must resonate "from solo practitioners to enterprise legal teams"; tracks analysts and owns "a consistent win/loss practice".Source
    • Your websitePricing page: no prices; packages and add-ons listed (LOIS for Word, depositions, case management, documents, billing, Periscope analytics, Timely deadlines, client portal, lead management, eSignatures); FAQ "How does Filevine pricing work? Each organization is unique and our team will work closely with you to tailor a cost-effective and scalable plan." The page does not mention the free LOIS trial or what happens when it ends.Source
    • Your websiteLOIS free trial page: "LOIS free trial. No commitment."; "exclusively available to active legal professionals"; "Incomplete or inconsistent responses may result in your free trial request being automatically declined"; "This free trial offer is not available to current Filevine customers." The July 2026 launch release calls it a "90-day free trial" with "No migration. No switching. No commitment" and says to "request access at filevine.com/lois".Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 21

    Filevine made a short film starring Sarah Rafferty and has 97 webinar recordings and 76 podcast episodes, but the site links no YouTube channel.

    Medium impactLow effort First result in 1 quarter Director

    First action

    Upload the film and three clips.

    How to measure it

    Monthly video views

    Now
    –
    Target
    50,000
    By
    2 quarters

    Steps

    1. 1

      Set up the channel

      Branding and links.

      Director, Communications 1 week

    2. 2

      Upload the film

      With chapters.

      Director, Communications 1 day

    3. 3

      Cut clips

      Three per webinar.

      Director, Communications monthly

    4. 4

      Footer link

      Site-wide.

      Web Developer 1 hour

    5. 5

      Link to trial

      In every description.

      VP, Performance Marketing ongoing

    6. 6

      Measure

      Views and trials.

      VP, Performance Marketing monthly

    First result
    1 quarter
    Cost
    Editing time
    Owner
    Director, Communications

    Smallest test

    Upload the film this week.

    Why it works

    Publish the film and cut each webinar into short clips with searchable titles, link the channel from the footer, and point each clip to the matching product page and trial.

    Video search is where many lawyers learn tools, and the content already exists.

    Risks and how to handle them

    • Old webinars out of date

      Start with LOIS-era recordings.

    Evidence

    • Your websiteHomepage: title "Legal AI Platform for Law Firms & Legal Teams | LOIS", H1 "Legal AI that runs the firm"; "Built on 40M+ matters"; logos FedEx, Singleton Schreiber, Vercel, Utah County Public Defenders, Ramp, Kopka Law Group, Utah Jazz, Kroger; results "15% increased output", "30% faster recall", "14+% reduced drafting time", "24% efficiency gained" with no source or method; a short film "starring Sarah Rafferty"; a banner for LEX Summit San Diego. The footer links Facebook, X, Instagram and LinkedIn, but no YouTube channel.Source
    • SitemapContent in the sitemap: 483 blog posts, 103 feature pages, 97 webinar recordings and 76 podcast episodes. Two overlapping posts, /blog/what-is-the-best-ai-for-lawyers/ and /blog/best-ai-for-lawyers/, plus /blog/what-is-the-best-case-management-software-for-lawyers/; no comparison pages that name a rival. Webinars include "Meet LOIS Console: The AI That Runs Your Firm", "Live Demo: What AI-Powered Depositions Actually Look Like" and a "CLE Masterclass".Source
    • HiringDirector, Communications (posted October 13, 2026): "shape how the legal industry - and the broader tech world - understands, trusts, and talks about Filevine"; own media relations "across legal, legal tech, and B2B tech", oversee social, and drive "executive bylines, speaking engagements, awards, and industry recognitions".Source
  • 22

    Filevine's release says courts are sanctioning attorneys nationwide over AI-generated errors. Lawyers want to know what is happening and how to avoid it.

    Medium impactLow effort First result in 1 quarter VP

    First action

    Summarize ten public sanction orders.

    How to measure it

    Email subscribers

    Now
    –
    Target
    5,000
    By
    2 quarters

    Steps

    1. 1

      Collect orders

      Public sources.

      Legal Team 2 weeks

    2. 2

      Write summaries

      Neutral and factual.

      Director, Communications 2 weeks

    3. 3

      Build the page

      Filterable list.

      Web Developer 1 week

    4. 4

      Monthly email

      New orders.

      VP, Performance Marketing monthly

    5. 5

      Promote

      Legal press and social.

      Director, Communications monthly

    6. 6

      Update

      Every month.

      Legal Team monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    VP, Performance Marketing

    Smallest test

    Publish the first ten summaries.

    Why it works

    Maintain a page that summarizes public sanction orders (court, date, what went wrong, lesson), with a monthly email and a link to LOIS citation checking.

    A useful, regularly updated resource earns links, press and repeat visits from exactly the audience LOIS serves.

    Risks and how to handle them

    • Naming individual lawyers

      Describe the case, not the person.

    Evidence

    • Press releaseNewsroom: "Filevine Announces LOIS for Word as it Acquires Pincites" (January 14, 2026; Pincites was "trusted by enterprise teams at high-growth technology and global companies including Redis, Glean, and Vercel"); "Filevine Launches LOIS Console: AI that Runs the Firm" (June 2, 2026); a citator and anti-hallucination release (September 1, 2026): Filevine's legal team ran LOIS against "68 federal filings that courts had already sanctioned", checked "2,073 citations and confirmed 174 severe errors", and says "Courts are sanctioning attorneys nationwide over AI-generated errors".Source
    • HiringVP, Performance Marketing (Salt Lake City, posted October 2, 2026, reporting to the CGO): owns "performance-driven lead generation across SEO/AEO/GEO, SEM, email, affiliate, and emerging channels" and "a high-velocity demand funnel that fuels MQL -> SQL -> SAL -> revenue targets across all product lines"; builds "a multi-touch attribution funnel", "experimentation frameworks (A/B testing, incrementality, LTV:CAC modeling)"; pilots "TikTok, Reddit, partner co-marketing, review platforms"; needs "HTML/CSS for landing page optimization" and, nice to have, "Experience with Capterra, G2, Software Advice".Source
    • HiringDirector, Communications (posted October 13, 2026): "shape how the legal industry - and the broader tech world - understands, trusts, and talks about Filevine"; own media relations "across legal, legal tech, and B2B tech", oversee social, and drive "executive bylines, speaking engagements, awards, and industry recognitions".Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableTalk

Fill the events in this plan

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ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 22, 2026, and cites them throughout. Filevine did not commission, review or endorse it, and Programmable is not affiliated with Filevine. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Filevine runs its business.

Something wrong, or do you represent Filevine? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    Site speed, sitemap and LOIS indexing, one compliance statement, customer LOIS trials, the pricing page trial card and sourced proof.

  2. Days 31 to 6013 ideas

    Comparison pages, assistant visibility, reviews, corporate and Am Law proof, federal buying page, depositions field sales, partner certification, referrals, the citation report and field events; start YouTube and the sanctions tracker.

  3. Days 61 to 903 ideas

    Commit to attribution by segment, free AI CLE and a self-serve LOIS plan.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value all case work in one system. The most cited problem: unverified AI citations.

  • Flexible, customizable workflows
  • Time spent drafting and summarizing
  • In their words: “matters”

Market

Competitive landscape

5 competitors compared: Clio, Harvey, Litify, EvenUp and 1 more.

  • Gap to exploit: Verifiable citations inside the drafting tool
  • Clio: Less depth for complex litigation
  • Harvey: Not a case management system of record

Hiring signals

Filevine is scaling LOIS demand across every channel.

  • VP, Performance Marketing: SEO/AEO/GEO, SEM, landing pages and attribution. Ideas 1, 2, 8, 18.
  • Product Marketing Manager: Positioning, launches and competitor comparisons. Ideas 6, 7.
  • Director, Communications: Media relations and recognition. Ideas 16, 21.

From the team that wrote this playbook

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  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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