How the top-decile FiNet practices reclaim 8+ hours per advisor per week through AI-first workflow redesign.
For managing partnersDownload →
Appendix · Marketing Overhaul
Fromabrochuretoamarketing-to-salesfunnel.
The intentional rebuild of TSG's outbound presence — thought leadership, video, social, partnerships and pipeline — designed to feed every one of the twenty-four offices with warm, pre-qualified interest.
01
Chapter 01
TSG's marketing today is a brochure, not a funnel.
Eight sub-brands. No content engine. No named voice in the market. Every referral starts from cold.
The Baseline
What TSG puts into the market today, on its own terms.
Firmwide content cadence
Effectively zero
Named market voice
None
LinkedIn corporate cadence
Under 1 post / month
Long-form video presence
None
Formal partnerships (edu / nonprofit)
None publicly indexed
Advisor social enablement
Advisor-by-advisor, unmanaged
A $20B firm without a content engine leaves every one of its twenty-four offices starting each conversation from cold.
02
Chapter 02
The funnel we build.
Awareness → Consideration → Conversion → Advocacy — each stage owned, measured, compounding.
The Funnel
Every asset with a job in the funnel.
Stage 01
Awareness
What runs here
Long-form content · video · LinkedIn cadence
Measured by
Impressions · reach
Stage 02
Consideration
What runs here
Whitepapers · webinars · advisor content
Measured by
Downloads · webinar attendees
Stage 03
Conversion
What runs here
Consultations · discovery calls · partner intros
Measured by
Booked meetings · pipeline $
Stage 04
Advocacy
What runs here
Client stories · panels · S&E halo
Measured by
Referrals · NPS · re-shares
03
Chapter 03
Thought leadership with receipts.
Whitepapers and long-form that map to advisor and client questions — not vanity content.
The Content Engine
Six recurring assets. One publishing calendar.
A field guide to firm-wide continuity planning at $20B+ scale — with a template every book can sign this quarter.
For senior advisorsDownload →
Contract-first liquidity, career-arc planning, and the family-office wrap TSG's Sports & Entertainment book already runs on.
For S&E prospectsDownload →
Why sub-brand fragmentation costs a $20B firm more than most partners realize — and the visual system that fixes it.
For the internal committeeDownload →
A recurring, first-party read on organic growth across the twenty-four offices — the receipt behind every claim we make.
For the marketDownload →
A signed monthly note that turns the CGO seat into a named market voice — mailed, emailed, and republished on LinkedIn.
For every clientDownload →
04
Chapter 04
Video, at executive volume.
Short-form and long-form featuring the named voice of TSG — repurposed across every channel.
Video · The Named Voice
A face and a voice the market can name.
12:04
Long-form · Executive Series
The seat TSG is missing — and the year one it unlocks.
TSG Wealth Management48k views · 2 wks
38:17
Panel · 2026 Firmwide Offsite
In conversation with Borst, Schulten & Schreiber — moderated by Markell E. Byrd.
TSG Wealth Management22k views · 5 days
01:58
Short-form · From the Desk
How TSG's next $10B compounds — a 90-second breakdown.
TSG · CGO Office134k views · 1 wk
04:41
Feature · Sports & Entertainment
NIL to Net Worth — the TSG playbook for student-athletes.
TSG Wealth Management76k views · 3 wks
05
Chapter 05
Social, engineered for reach.
LinkedIn as the primary channel. Instagram for lifestyle-adjacent proof. Both feeding the funnel.
Social · The Distribution Layer
Two channels. One narrative arc.
in
LinkedInPost preview
Markell E. Byrd
Chief Growth Officer at TSG Wealth Management
2h · 🌐
The $20B independent wealth firm is a new species — bigger than a boutique, still nimbler than the wirehouse.
Three moves we're making at TSG this quarter to compound organic growth without losing what makes each office feel like the founder still runs it:
1. One brand voice, eight local dialects.
2. A written continuity plan on every book.
3. Advisor-led content, centrally staffed.
Full breakdown in the comments 👇
Whitepaper · CGO Office
The Advisor Capacity Playbook
tsgwm.com · Reclaim 8+ hrs / advisor / week
1,247 · Brian Borst and 42 others
184 comments · 96 reposts
markell.byrd
La Jolla, California
···
Liked by b.borst and 8,412 others
markell.byrd Backstage at the TSG firmwide offsite — moderating the CEO + managing partners panel. One firm, one story, twenty-four offices. #TSGWealth #OneFirm
2 hours ago
LinkedIn
+240%
Impressions / mo
Instagram
+180%
Reach / mo
Blended
14×
Inbound leads / qtr
06
Chapter 06
Partnerships that pre-qualify pipeline.
UNCF student-athletes for next-gen NIL money. CSULB for the intern-to-advisor pipeline that already works.
Partnerships
Partnerships that pre-qualify the pipeline.
Not sponsorships. Sourcing engines. Every partnership below returns a specific asset back to TSG — talent, next-gen clients, or a distributable story.
UNCF · Student Athletes
NIL money, named for life.
A named TSG scholarship + financial-literacy curriculum for UNCF student athletes. Every Division-I recipient becomes a warm intro to the S&E book at signing day.
Named scholarships / yr
12
Warm S&E intros / yr
≈ 40
Pipeline value
$180M NIL AUM
CSULB · College of Business
The intern-to-advisor engine, formalized.
TSG's own Director of Business Operations started as a CSULB intern. Institutionalize that ladder as a named program — cohort of six per year, guaranteed rotations, offer track.
Intern cohort / yr
6
Advisor-track offers
≥ 3 / yr
Cost / advisor built
1/4 of external hire
07
Chapter 07
The intern-to-advisor pipeline, made formal.
TSG's own COO started as a CSULB intern. Institutionalize the program that built her.
CSULB Formal Internship
A pipeline that already works.
TSG already sources talent from Cal State Long Beach — the firm's own Director of Business Operations came through it. What's missing is the formal wrapper: a named cohort, a rotation calendar, and a public offer track that turns the pipeline from anecdote into an institution.
01
Cohort of six / year
Applications open in Q4, cohort seated by Q1. One dedicated program manager.
02
Four-quarter rotation
Practice ops → advisor shadow → digital adoption → capstone with the CGO office.
03
Named offer track
Top two receive a written advisor-track offer by end of Q4 — every year, publicly.
04
Alumni ladder
Every prior intern becomes a permanent recruiter into the next cohort.
08
Chapter 08
The stage TSG already owns.
A firmwide offsite with the CEO and managing partners on stage — moderated, filmed, distributed.
Firmwide Offsite · Signature Moment
The stage TSG already owns.
One panel, filmed
The CGO moderates the CEO + managing partners on the firm's next chapter — captured in 4K, cut into a long-form and 6 short-form assets.
Every office in the room
All 24 offices flown in. Every managing partner meets the CGO face-to-face — the seat becomes real, not theoretical.
Every asset compounds
One event yields: the anchor video, a whitepaper, a LinkedIn series, three Instagram edits, and a press placement.
Next appendix
The Chronicle — TSG's own inflection points.
One System, Not Six
The overhaul is the seat. The seat is the overhaul.
None of the above is a marketing project. It's an operating discipline that only a permanent, named executive can institutionalize.