Business Exit Readiness Campaign Hub
A centralized resource hub for firm-specific campaign materials, rollout guidance, and client-facing support assets.
The campaign journey
How the campaign works, step by step. Horizontal layout showing who acts at each step.
1. Firm sends the scorecard
Email to the full client base
2. Client completes the scorecard
Interested owners self-select
3. Planner or partner calls
Books the review using the script
4. Information gathered and shared
Planner and CPA brief the team
5. Advisors hold a pre-meet
M&A, CPA and planner align
6. The review meeting
All three with the client, by the guide
7. Book gifted with the card
Finish Big, firm-branded insert
8. Next step booked in the room
Before the client leaves
9. Ongoing advisory relationship
The team keeps serving the client
YOUR CAMPAIGN KIT
Everything you need to run the campaign, organized by phase. Access each asset directly.
Phase: Attract — "Launch the campaign"
Run guide
One-page reference. The 6-step journey, role owners, how the campaign works at a glance.
Launch checklist
The simple do these things to go live" list. Step-bystep from assigning owners to sending the first email.
Scorecard link
The entry point. Business exit readiness scorecard hosted on Score App. Share this with your client base.
Social media collateral
Branded social posts and templates for announcing the campaign to your client base.
Phase: Connect — "Reach out to the client"
Template A
CPA partner to client. Follow-up after scorecard completion. Introduces Owen, frames discovery meeting as complimentary.
Phone script
Challenger-voice connect script for phone outreach. Awaiting confirmation on whether this is in scope alongside Template A
Template B
Owen to CPA partner. Day-after check-in. Confirms the client email went out, offers support.
Objection + FAQ sheet
Common client objections and advisor responses. Pairs with the connect script if confirmed.
Phase: Prepare — "Get ready for the meeting"
Template C
CPA partner to client. Pre-meeting note sent before the discovery meeting.
Signal routing table
If you hear X, hand to Y" reference. May be covered by the 4-category discovery structure.
Pre-meet agenda
Internal alignment call between Owen and the CPA before facing the client. Awaiting confirmation on scope.
Info-gathering checklist
What the CPA and planner need to pull before the discovery meeting. Awaiting confirmation on scope.
Phase: Meet — "The discovery meeting"
Discovery meeting guide
Full meeting structure: opening, four categories (Financial, Succession, Legacy/Estate, Personal/Emotional), who leads each, closing. Client's scorecard answers are the prompts.
Gifted book + insert card
Finish Big by Bo Burlingham, with firmbranded A6 insert card. Client takeaway at close. Awaiting confirmation on status.
Scorecard results PDF
Auto-generated by Score App on completion. All four categories, individual responses, scores overview. Delivered to Owen and CPA automatically.
Next-step pathways
Five defined follow-up paths depending on which category surfaced the priority gap. Financial, succession, estate, personal, or multiple.
Phase: Continue — "After the meeting"
Email nurture sequences
Sequence A: high-intent, targets booking within 7-10 days. Sequence B: lower-frequency long-term nurture for non-bookers. Sent from Owen.
Follow-up cadence guide
Timing and owner for post-meeting follow-up. How many days before the next touch, who makes it, what to say.
Compliance guardrails
What this campaign is and isn't. The discovery meeting is discovery, not advice. No suitability recommendations without KYC. This language is CCO-approved and must be understood by everyone running the campaign. Non-negotiable.
Integrated Advisory
Marketing & Communications
Feedback Form
The Integrated Advisory M&C Feedback Form offers team members and stakeholders a formal channel to submit questions, concerns, or feedback on marketing and communications. Submissions are reviewed within one business day, supporting transparency, collaboration, and continuous improvement across content, messaging, campaigns, and communication processes.
