Don’t Do That: Stop Losing Leads; Align Marketing and Sales for Better Outcomes with Michelle Winkles, Mission Wealth

What happens when marketing generates hundreds of leads but conversion rates stay stubbornly low?In this episode, Kelly Waltrich sits down with Michelle Winkles, Partner and Chief Marketing Officer at Mission Wealth, to dive into the messy reality of digital marketing for RIAs. From her seat overseeing marketing for a national firm with $14 billion in AUM and 200+ team members, Michelle has learned what it really takes to make digital lead generation work.This isn't your typical "how to get more leads" conversation. Michelle shares why she believes the biggest mistake firms make is treating marketing and sales as separate functions, especially when it comes to digital leads that require a completely different approach than referrals or COI introductions.Kelly and Michelle cover:00:01 – The reality check: everyone is struggling with digital lead conversion04:59 – Why digital leads are different beasts that need different treatment06:26 – The unicorn role: finding a business development advisor who understands both marketing and sales07:43 – Kelly's agency reality check: why most digital marketing proposals miss the mark11:49 – Staying ahead of AI tools and martech evolution14:31 – Key tips for firms just starting their digital journey16:50 – Michelle’s "Don't Do That": stop running marketing without sales alignment18:25 – Why a booked intro isn't actually success if it doesn't convert20:00 – Rebuilding funnels and focusing on middle and bottom conversion21:15 – Answer Engine Optimization (AEO) and the future of search23:44 – Creating SLAs between marketing and sales teams26:53 – Making marketing budget a shared responsibility29:22 – Speed to lead and meeting prospects where they are32:17 – Setting realistic expectations and why digital isn't an overnight solution35:00 – Using data to diagnose funnel drop-off points36:02 – What to do with leads that don't meet minimums38:20 – Join the CMO Collective for more conversations like thisConnect with Michelle Winkles:LinkedIn: Michelle WinklesMission WealthAbout Our Guest:Michelle Winkles is a marketing and sales leader specializing in financial services. She builds systems that drive measurable outcomes from digital lead acquisition, bridges marketing and sales processes, and ensures leads are properly followed up and converted. Michelle’s expertise spans CRM systems, automation, dashboards, engagement programs, and advisor training — all focused on turning digital interest into meaningful client relationships.📩 Stay Informed – Join Our Newsletter!Stay ahead of industry trends and get exclusive updates straight to your inbox: Sign Up Now https://intention.ly/💬 Let’s Talk!Have questions or ready to start your next marketing campaign? Contact us: https://intention.ly/contact-us/