Business Exit Readiness Campaign Hub
A centralized resource hub for firm-specific campaign materials, rollout guidance, and client-facing support assets.
The Campaign Journey
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
Playbook
The foundation. Read this first.
The playbook explains the campaign in full: why it exists, who does what, the team's three roles,
the end-to-end process, and how to read the room when you're in front of a client. Every phase that follows builds on it.
Phase 1: Attract | Launch the campaign
Attract is the first phase, where you put the campaign in front of your client base and invite them to engage. The lead asset is the scorecard, a 5-minute self-assessment your clients complete on their own that opens the door to a conversation about exit. The launch is supported by a personal email from the CPA and a sequence of social content over the first three weeks. Short, deliberate, and warm, so it lands as something thoughtful rather than a mass push.
Phase 2: Connect | Reach out to the client
The goal of Connect is to turn a signal into a meeting. A completed scorecard is the moment of warmest interest you'll get, and it expires fast.
This phase exists to act on it before it fades, so the client moves from quiet interest to a date on the calendar.
Phase 3: Pre-meet | Get ready for the meeting
The goal of Pre-meet is to make the room feel inevitable. The client should walk into the review meeting and feel like every person at the table already knows them,
knows the situation, and knows what they're there to do. That only happens if the team is aligned before the conversation begins.
Phase 4: Meet — The discovery meeting
The goal of Meet is to understand the client deeply enough to point them in the right direction. This is the campaign's pivotal conversation.
By the end of it, a specialist has been named, a next step has been chosen, and a date has been booked. Everything before this phase exists to make this room possible.
Phase 5: Continue | After the meeting
Book the next step before the client leaves.
The campaign ends here, with a date on the calendar. From this point, the relationship continues as ongoing advisors, with the next working session sequenced toward a sale-ready outcome. There's no separate material for this phase. The discipline is simply to leave the room with the next meeting booked.
Continue your work as the client's advisory team.
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.
