FUNNEL ONE — CGO VIEW
From the Street
to AUM.
How a name on a list becomes a producing advisor with a book of business inside Presidio. Every stage has a measurable conversion rate and a clear definition of what moves someone forward.
THE LIST
Target advisors identified
↓
QUALIFYING CALL
Initial outreach — do they fit?
↓
THE SIT
In-person or virtual meeting
↓
THE PROCESS
They experience how we work
↓
OFFER EXTENDED
Agreement reached
↓
OUTPUT
AUM + Advisors
Producing advisor onboarded. Book transferred or built. AUM added to the firm.
LIST QUALITY SCORE
Qualified ÷ Total
Of all advisors identified and added to the list, what percentage ultimately pass a basic qualification screen. A low score means the list sourcing criteria needs tightening.
Below 20% — Poor list
20–35% — Acceptable
35%+ — Strong sourcing
QUALIFYING RATE
Sits Booked ÷ Calls Made
Of every outreach call made to a prospective advisor, how many result in a confirmed sit. This measures the strength of the initial pitch and the quality of the outreach message.
Below 15% — Message weak
15–30% — On track
30%+ — Strong pitch
SIT-TO-PROCESS RATE
Process Meetings ÷ Sits
After the first real meeting, how many advisors move into experiencing the firm's process — whether that is a second meeting, a deep dive, or a shadow experience. This is where real interest separates from curiosity.
Below 30% — Sit not compelling
30–50% — Decent
50%+ — Firm story landing
PROCESS-TO-OFFER RATE
Offers ÷ Process Meetings
Of every advisor who goes through the process discovery stage, how many receive — and how many accept — a formal offer. A high rate means the process is convincing. A low rate means something in the discovery is creating doubt.
Below 40% — Process unclear
40–65% — Solid
65%+ — Strong close
AUM PER ADVISOR RECRUITED
AUM Transferred ÷ Advisors Onboarded
The average book of business each new advisor brings to the firm. This is the ultimate output KPI — it tells you whether you are recruiting the right level of advisor, not just any advisor.
<$20M — Junior profile
$20–50M — Target range
$50M+ — High value hire
Track this monthly. An advisor who brings $50M at 0.85% billing adds $425K in annual revenue on day one.
FUNNEL TWO — CLIENT VIEW
From Awareness
to Assets Managed.
Two entry points — in-person seminar and digital content — that converge at the first real meeting with a sales advisor. From there the funnel narrows through planning and agreement to a managed portfolio.
TWO ENTRY POINTS — BOTH FEED THE SAME FUNNEL
🎤 IN-PERSON SEMINAR
Direct mail → Workshop attendance → Warm prospect in the room
📱 CONTENT / DIGITAL
LinkedIn / YouTube → Vault / Email → Lead identifies themselves
↓ ↓
NEW LEAD — TOP OF FUNNEL
Seminar registrant or content-identified lead
↓
QUALIFIED LEAD
$1.5M+ investable · retirement or exit relevant
↓
⇢
Both entry points converge here. Seminar attendees and digital leads are now in the same pipeline — qualified, tracked, and assigned to the sales team for outreach.
↓
COMPLETED SIT
Day 3 / First advisor meeting — in-person or virtual
↓
FPA SOLD
Financial Planning Agreement signed
↓
PMA CLOSED
Portfolio Management Agreement — assets transfer
↓
OUTPUT
AUM Added
New client onboarded. Assets transferred. Avg account size tracked against target.
TYPICAL CONVERSION RATES — PER 10,000 MAILERS OR 10K CONTENT VIEWS
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NEW CLIENTS
20–30
PER CAMPAIGN
LEAD VOLUME
Seminar + Digital Leads / Month
Total new leads entering the funnel from both channels combined. This is your top-of-funnel health metric — if this number is declining, everything downstream declines with it.
<50/month — Thin pipeline
50–150 — Building
150+ — Healthy
LEAD QUALIFICATION RATE
Qualified Leads ÷ Total Leads
What percentage of new leads actually meet the Presidio profile — $1.5M+ investable assets, retirement or exit relevant, decision-maker present. A low rate means top-of-funnel targeting is off.
<40% — Wrong audience
40–65% — Acceptable
65%+ — Well targeted
← Both entry points merge here into a single qualified pipeline managed by the sales team.
SIT COMPLETION RATE
Completed Sits ÷ Qualified Leads
Of all qualified leads, how many actually show up and complete a first meeting with an advisor. No-shows and ghosting drag this number down. The Hormozi offer at this stage — the Third Day — directly improves this rate.
<20% — Offer too weak
20–35% — On track
35%+ — Strong offer
This is the single highest-leverage KPI in the funnel. A 10-point improvement here adds ~$16M AUM per campaign cycle.
FPA CONVERSION RATE
FPAs Signed ÷ Completed Sits
After the first advisor meeting, how many prospects agree to move forward with a Financial Planning Agreement. A low rate means the sit itself is not creating enough urgency or the cost of inaction is not being made concrete.
<40% — Sit not converting
40–60% — Acceptable
60%+ — Strong advisor
PMA CLOSE RATE + AVG SIZE
PMAs ÷ FPAs | AUM ÷ PMAs
Two metrics tracked together. Close rate measures how many FPA clients follow through to a PMA. Average size measures whether you are winning the right clients — $2M+ average is the Presidio Summit target at minimum.
Close <60% — Plan not landing
Close 70%+ — Strong
Avg $2M+ — On profile
Average account size below $1.5M means the qualification criteria upstream is not being enforced. Protect the minimum.