2018 FA Smart Book

2018 FA Smart Book

Envision the best ways to access your particular market segments and ideal clients.

We recently published the 2020 Edition of the Financial Advisor SMART BOOK™.  This resource is a comprehensive guide to help independent financial advisors build an ‘independent difference,’ that is, a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:

  • Increase Volume: Generate More Visits & Inquiries
  • Increase Client Value: Get Better Qualified Inquiries
  • Increase Velocity: Increase Conversion Rates
  • Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.


[Strategy 3 of 9] Go to Market – Define a Go-to-Market Model Tailored For Your Firm.

The go-to-market model is based on your business model and target personas and helps you envision the best ways to access your particular market segments and ideal clients.

Steps You Can Take:

Determine How to Access Ideal Clients

A. Determine your organization: what team or person/s for what prospects or segments

B. Identify referral partners (asset management relationships, custodian, referral networks, COIs, etc.)

C. Identify marketplaces or communities (e.g., FeeOnlyNetwork, Investopedia, NAPFA, FPA Planner)

D. Identify the marketing mix you should use based on the audience, e.g. inbound and outbound marketing, PR/media outreach, advertising, re-marketing, high-value content, and thought leadership.

E. Identify social and other media channels you will use to reach prospective clients (Google or Facebook Advertising, LinkedIn Sponsored posts, etc., radio, print), media/PR, content/thought leadership publishing/syndication, speaking, charitable activity, e-mail, apps such as a retirement readiness quiz, webinars).

F. Consider what capabilities you will need to support your go-to-market strategy including web channels, collateral, technologies, processes, and measurement/monitoring.

G. Align your team around the go-to-market model and high-level campaign strategies ensuring buy-in and to support execution commitment. 



  • Be selective about which clients to target. That is, which clients have the potential to be profitable, and the willingness to form long-term relationships.
  • Manage the others – losing unwanted customers efficiently without loss of focus.
  • An A-B-C Client Model is a handy tool to segment your client base and manage your portfolio.
  • Long-term success will rely on a go-to-market strategy and plan that reaches your target clients and positions your firm with a competitive advantage.

You can explore the first two growth strategies,

  1. MARKETS & BUYERS:  Define Ideal Clients and Market Segments
  2. VALUED OFFERINGS: Craft Market-Ready Service Offerings and Segment Messaging 

or explore all 9 strategies for growth by downloading the Financial Advisor SMART BOOK  below.

2020 Financial Advisor Smart Book