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 conversion

04:59 – Why digital leads are different beasts that need different treatment

06:26 – The unicorn role: finding a business development advisor who understands both marketing and sales

07:43 – Kelly's agency reality check: why most digital marketing proposals miss the mark

11:49 – Staying ahead of AI tools and martech evolution

14:31 – Key tips for firms just starting their digital journey

16:50 – Michelle’s "Don't Do That": stop running marketing without sales alignment

18:25 – Why a booked intro isn't actually success if it doesn't convert

20:00 – Rebuilding funnels and focusing on middle and bottom conversion

21:15 – Answer Engine Optimization (AEO) and the future of search

23:44 – Creating SLAs between marketing and sales teams

26:53 – Making marketing budget a shared responsibility

29:22 – Speed to lead and meeting prospects where they are

32:17 – Setting realistic expectations and why digital isn't an overnight solution

35:00 – Using data to diagnose funnel drop-off points

36:02 – What to do with leads that don't meet minimums

38:20 – Join the CMO Collective for more conversations like this

Connect with Michelle Winkles:

• LinkedIn: Michelle Winkles
• Mission Wealth

About 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.

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