In this episode, Ray Sclafani dives into a key leadership habit that high-performing advisory firms revisit every year: a structured marketing review. Far from a compliance audit, this annual reset is a strategic opportunity to realign messaging, optimize marketing systems, and attract the right clients for the future.

Ray walks through the five essential areas to evaluate:

1. Marketing calendar and plan
2. Ideal client segmentation
3. Value proposition and capability deck
4. Marketing collateral and communication
5. Digital presence and marketing systems

Whether your team is large or lean, in-house or outsourced, this episode outlines how to make marketing a firm-wide responsibility, not a side project. If you're ready to move beyond generic outreach and lead with intentional messaging, this is your playbook.

Key Takeaways

1. A structured annual marketing review helps firms stay aligned, relevant, and client-focused.
2. Without regular evaluation, your messaging can become outdated, misaligned, or unclear.
3. Marketing should be collaborative and cross-functional, not owned by one person or department.
4. Set 3–5 high-impact marketing priorities every quarter for measurable progress.
5. Align internal messaging before launching external campaigns.

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