With their growth stalled and feeling trapped in the day-to-day grind, the partners at Jimeno & Gray needed a clear path to sustainable growth. Through a strategic partnership with Crisp, they gained the systems and clarity to double their revenue and build a firm that empowers them to lead with vision and amplify their impact.
Revenue Doubled
Firm NameJimeno & Gray
Practice Area Family Law Criminal Defense Estate Planning
LocationMaryland
How Crisp Helped Crisp Coach Crisp Legal Brand Video
Get StartedFor Greg Jimeno and Frank Gray, building a practice rooted in community wasn’t just a career choice — it was a calling. While Greg had deep ties to the area, having grown up there, Frank shared the same commitment to service, even if his own path had started elsewhere. They had always imagined serving the same neighbors, friends, and families who’d been part of their lives, whether for decades or more recently, and being there for them during their most challenging moments.
They built Jimeno & Gray around this shared vision of community service. Their practice focused on the legal matters that touched people’s lives most deeply: family law, estate planning, and criminal defense. They were good at what they did, and their clients appreciated their personal approach to legal representation.
But here’s where the story takes a turn that every ambitious law firm owner will recognize. The very passion that made Greg and Frank exceptional lawyers was becoming the invisible ceiling on their firm’s growth. They found themselves trapped in that familiar, exhausting space between who they were and who they knew they could become.
We knew conceptually we wanted to grow. We knew we wanted to take our firm from where it was to where it could be. But we didn’t necessarily have a path to growth.
Greg and Frank understood their community, they understood the law, and they understood their clients’ needs. What they didn’t understand was how to systematically grow their practice while maintaining the personal touch that made them different. Without a solution, they faced the very real possibility that their dream of serving their community at the highest level would remain just that — a dream.
Doubled Revenue: Since partnering with Crisp, Jimeno & Gray broke through a multi-year plateau to double their revenue, fundamentally changing the financial trajectory and stability of the firm.
Gained Strategic Clarity: The partners replaced uncertainty with proven frameworks for growth, enabling them to operate efficiently and focus on what they do best—serving their clients and community.
Expanded the Team: They hired a team of A-players who shared their core mission, adding key roles that eliminated operational bottlenecks and freed up attorneys to focus on high-value client work.
Moved Into a New, Larger Office: Their new, larger office serves as tangible proof of the firm’s success, energizing the entire team and providing the space needed to serve significantly more clients in their community.
Increased Community Impact: They rediscovered their purpose by launching intentional community outreach programs that transformed their local brand and deepened their connection to the people they serve.
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Greg and Frank’s passion was also their biggest bottleneck. They were trapped in the classic owner’s dilemma: too busy working in the business to work on it. Acting as the firm’s “Chief Everything Officers,” they personally juggled every detail—from complex legal work to marketing and daily operations.
This left no time for the strategic thinking required to grow. Every dollar spent on marketing felt like a gamble, and they were making decisions in the dark, with no clear data to show which efforts were working or which cases were most profitable. Potential clients were slipping through the cracks because the partners were too swamped to respond, and their reactive hiring process created a revolving door that burdened the team.
They were stuck on a frustrating plateau, working harder than ever but watching their vision of greater community impact remain just out of reach.
The transformation for Jimeno & Gray began with gaining true clarity. Through their partnership in the Crisp Coach program, the partners gained access to a full suite of resources designed for growth: dedicated one-on-one coaching, game-changing strategic intensives, and a private community of the nation’s top firm owners.
This framework gave them a guiding star for every decision, allowing them to finally articulate their unique value proposition — not just as lawyers, but as deeply rooted community partners committed to putting control back in their clients’ hands. This foundation was critical to strengthening their authentic connection to the community they served.
Crisp has been a big part of getting us to where we are. The mindset shift and the coaching portion of it has been invaluable.
To cut through the noise of a crowded market, a firm’s story must be felt, not just read. We partnered with Jimeno & Gray to translate their deep community roots into a powerful cinematic brand video.
By showcasing their attorneys’ personalities and the authentic voices of their clients, we helped them forge an immediate emotional connection with their audience, positioning them as the go-to authority long before a potential client ever walked through their door.
Like many multi-practice firms, Jimeno & Gray’s marketing was too generic to stand out. We helped them shift their approach from listing practice areas to solving specific, high-value client problems.
For example, for their estate planning practice, instead of talking broadly about “wills and trusts,” they sharpened their message to focus on a critical client concern: protecting a family’s assets from devastating nursing home costs.
This strategic pivot immediately differentiated them and attracted clients with a clear and urgent need, unlocking a powerful new way of thinking they could apply across their firm.
Greg and Frank were working hard, and the firm was busy — but without clear financial oversight, they couldn’t confidently say how profitable that growth really was.
By applying financial frameworks learned in the Crisp Coach program, they had the confidence to finally take control of their firm’s finances. They identified critical financial leaks and began tracking the metrics that truly matter. This fundamental shift moved them from hoping for profit to engineering it, giving them the confidence to invest in growth and build a sustainably profitable firm.
Putting the operational frameworks from Crisp Coach into action, the partners defined clear roles and responsibilities that created accountability and unlocked a new level of freedom.
Greg could step away from the day-to-day and work on the business, knowing the firm would run smoothly without him. Frank could focus his energy on his own areas of expertise and together they transitioned from being operators to being the visionary leaders their firm needed.
The firm’s reactive and often frustrating hiring process was replaced with a proven system to attract, vet, and secure A-player talent. They went from struggling to fill roles to systematically building a team of professionals who were a perfect cultural fit.
This new approach saved them countless hours and thousands of dollars in wasted time and resources. Most importantly, it allowed them to build a skilled team that was deeply aligned with the firm’s community-focused mission, ready to help them achieve their vision.
Growth isn’t a one-time event. It’s a journey that presents new and more complex challenges at every level. Through their Crisp Coach membership, Jimeno & Gray tapped into the program’s most powerful resource: a private community of the nation’s most ambitious law firm owners.
They were no longer solving problems in isolation. Instead, they were in the room with like-minded leaders who had already navigated the same challenges. This collective experience became their strategic advantage. It meant they had proven solutions for the critical challenges of growth: when to make the next key hire, which systems to build before they were needed, and how to navigate the financial decisions that stall other firms. This proactive guidance allowed them to sidestep costly mistakes and accelerate their growth with confidence.
Today, Jimeno & Gray is a different firm, and its owners are different kinds of leaders. Greg is no longer trapped in the day-to-day grind; he is the visionary leader focused on steering the ship. Frank now has the support and systems he needs to focus on what he does best: practicing law at the highest level.
The firm operates with a clarity and confidence that was once out of reach. Backed by solid data, the partners make strategic decisions that fuel sustainable growth. Their marketing is no longer a gamble; it’s a focused, authentic system that positions them as the undeniable experts in their niche, attracting a steady stream of ideal clients. This success is tangible, reflected in their new, larger office — a physical symbol of their growth journey.
Most importantly, this transformation has allowed Greg and Frank to achieve their original mission on a scale they never thought possible. With a highly aligned team and efficient systems supporting them, they have the freedom and resources to deepen their community roots and serve more people than ever before. They didn’t just grow a business; they amplified their impact, proving that the greatest professional success comes from staying true to your purpose.
If your law firm faces similar challenges, let’s talk. We’ll help you take the first step towards transformational growth.
"Crisp Coach has exceeded all of my expectations. The people that I’ve met there and the things that I’ve learned have gone far beyond anything I would’ve imagined. It’s one of the best decisions I’ve ever made."
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"Now we don’t simply talk about a growth mindset — we have ways to evaluate it. We developed a clearer vision that is now communicated to the firm regularly. And we have developed relationships as owners with other successful law firm owners; these relationships have been invaluable."
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"Every aspect of our organization has been impacted through the partnership. I consider Crisp a true partner with a totally shared value system, vision, and commitment to our success."
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