Tomorrow — November 5 — marks a personal milestone: 30 years since Kyle Krull and I opened the doors of what would become Integrity Marketing Solutions. We began in 1995 as two people who believed attorneys needed practical, trusted marketing that respected their time and their clients. What started as marketing consulting for estate-planning attorneys quickly became something more: an agency built to solve the real, day-to-day problems firms faced so they could serve more families and do better work.
How a little idea — The Pocket Watch — became our north star
Very early on we ran into the same problem over and over: attorneys wanted to stay in touch with clients, referral sources, and prospects, but the work of creating and mailing a thoughtful newsletter was labor-intensive and inconsistent. They’d write, design, print, address and mail — or try to — and then the newsletter wouldn’t go out reliably. The result was little return on time or money.
Within our first year we launched The Pocket Watch: a syndicated, turn-key newsletter designed specifically for estate-planning attorneys. We took the heavy lifting off their plates — list cleanup, design, print, postage, and, most importantly, consistent monthly delivery — so attorneys could maintain a personal touch without sacrificing billable time. The result was simple and powerful: when the newsletter went out on schedule, every month the phones rang with referral calls and appointments. That was the seed of a true agency that would grow, adapt, and stay focused on one mission: helping trusted advisors do good work for more people.
Family, grit, and a willingness to change
From those seminar days and print shops, IMS always felt a little like family. I first met Kyle while I was working in bank trust services; our early wins convinced us this model could help many firms, not just one. As we grew, my sons James and Michael learned the business in the “back shop” and eventually helped lead it forward — James into sales and strategy and Michael into creative and video storytelling. They’ve been central to scaling our work from fold-and-mail to full digital strategy.
By 2010 we made a major pivot — we stopped being a print-and-mail shop and became a fully digital agency. That shift let us deliver more powerful, measurable, and scalable marketing — while preserving the personal, trust-first approach that defined The Pocket Watch. Over the past three decades we’ve refined systems for SEO, websites that convert, email automation, video and social, and content that educates and builds authority for estate-planning and elder-law practices.
Winning the marketing game doesn’t finish the job — sales does
One lesson has become clearer the longer we’ve done this work: marketing and leads are only half the problem. You can educate and attract the right prospects, but if your firm can’t convert those conversations into signed, legally-executed plans, the families and businesses who need help simply don’t get it. Education must become action. Too many excellent advisors are masters of service and trust, but they haven’t been trained to lead high-stakes selling conversations in a way that’s consistent with their values.
That’s why, as we celebrate three decades, we’re also announcing a natural — and essential — evolution.
Introducing The Sales Foundry — turning momentum into meaningful outcomes
We’re thrilled to announce a strategic alliance with The Sales Foundry (TSF) — a sales coaching company founded and led by James Campbell, who serves as IMS’s Chief Growth Officer. Together, IMS and TSF create a unified growth pathway: marketing and lead generation from IMS, and premium-fee sales execution from TSF. This partnership closes the loop between attracting the right prospects and giving advisors the skills to convert them into written, executed plans that change lives.
TSF’s flagship Total Sales Mastery program teaches the T.R.U.S.T. Selling System — a framework built for trusted advisors who lead with service, not pressure. The Sales Foundry helps lawyers, CPAs, and financial professionals master the high-ticket conversation so that marketing momentum becomes measurable revenue and — more importantly — more families receive the protection they need. The relationship between IMS and TSF is designed to be cooperative and exclusive in referrals, ensuring clients get a seamless, ethical, and effective experience from first contact to closing.
Why this matters to our clients — and to the people they serve
We started IMS because we believed good people doing good work needed practical systems to reach more clients. Thirty years later, that belief hasn’t changed — it has only deepened. Adding a best-in-class sales training partner means our clients don’t just get better leads; they get better outcomes: higher conversion rates, more premium-fee engagements, improved client lifetime value, and — most importantly — more completed plans that protect families and businesses.
If you’re an estate-planning or elder-law attorney who’s been getting traction with marketing but wants to convert more of that traction into finished plans, The Sales Foundry is built for you. Learn more about the strategic alliance and how we can help you build a full growth pipeline at:
- IMS: https://imsrocks.com/apply
- The Sales Foundry: https://www.thesalesfoundry.co
Thank you — and here’s to the next 30 years
To every attorney who trusted us in the beginning, to every team member who worked in the shop and in the cloud, to the families who allowed us to tell their stories, and to Kyle — thank you. Our mission remains the same: help good people do good. The Sales Foundry is simply the next step in making that mission more complete.
Here’s to the past, the present, and a future where great marketing and confident sales work together to leave a real, measurable legacy of protection and peace of mind.
— Jennifer Goddard, Co-Founder & CEO, Integrity Marketing Solutions
If you’d like to talk about how IMS + The Sales Foundry can help your firm convert better while staying true to the values of trusted advising, book a discovery call: https://imsrocks.com/apply.
