Should You Drive or Fly? A hypothetical question

Thinking About Your Growth Strategy in a Time-Crunched, Talent-Short World

Recently, I attended a leadership conference. The kind where conversations spark fresh ideas, connections are made, and casual conversations start off with small talk, including “So how did you get here?”

Some people flew. Others drove. Oddly enough, both methods took about the same amount of time: 4 hours.

But that travel conversation stuck with me. Because it wasn’t really about logistics; it was about choice. It was about how we allocate our time and resources. More importantly, it was about how those decisions show up in our business development strategies.

And that brings me to today’s question:

Should you drive or fly?

Now, before we start plotting routes on Google Maps, let’s look at this through the lens of your 401(k) advisory practice.

What Driving Really Means

When you “drive” your growth strategy, you’re putting in the manual effort. You’re cold calling 100 people a day. You’re personally emailing every contact. You’re networking one handshake at a time. It’s gritty. It’s effortful. It’s old school.

While driving may feel familiar and like you’re “busy,” it’s not always the most efficient way forward, especially when:

• The success rate from those cold calls is negligible.

• You or your team spend more hours chasing than actually engaging.

  
  

You’re trying to scale… without burning out. That’s not a knock against effort because effort is important, but it’s an honesty check on effectiveness.

A Look Into What Flying Means

“Flying” is the modern approach. It’s leveraging automation, AI, digital tools, and strategic systems to cover more ground in less time. It’s how top-performing firms multiply their presence without multiplying their burnout.

Flying isn’t just about being tech-savvy; it’s about being resource-savvy. You’re using digital ads, automated email nurturing, content libraries, and branded campaigns to create awareness.

But it does require one thing that many advisors find hard to let go of: control.

Yes, flying means trusting the pilot. Sometimes, it involves relying on new systems, tools, and teams instead of white-knuckling every client interaction yourself.

The Real Problem: Time, Talent, and the Talent Deficit

Many firms are struggling with hiring challenges. Finding motivated, skilled, and culturally aligned younger talent is hard.

Pair that with the reality that many advisors are building their own succession plan, and suddenly, you’ve got a (talent) gap.

If you can’t hire your way into growth, you have to automate your way there.

That doesn’t mean replacing relationships. It means using your precious time and limited talent where it counts most—in live conversations with decision-makers, not stuck in a CRM building lists from scratch.

Building a Funnel Mindset

Here’s where we move from concept to strategy. Think of your business development as a three-stage funnel:

1. Awareness

This is your digital “door knocking.” Except now, the doors are LinkedIn profiles, inboxes, websites, and social feeds.

Examples include:

• LinkedIn ads and boosted posts

• Educational videos

• Podcast interviews

• Webinars (live or on-demand)

• Reaction-worthy memes or pictures

• Consistent social posting

• SEO blogs with niche keywords

• Email newsletters with strong subject lines

• Partner marketing campaigns

  
  

This stage is all about impressions (views). You’re not selling here; you’re showing up, again and again, in front of the right plan decision-makers and centers of influence.

2. Interest

Once someone becomes aware of you, they start to show interest.

Examples include:

• Visiting your website

• Downloading a lead magnet (e.g., “Plan Sponsor’s Fiduciary Guide”)

• Subscribing to your email list

• Watching a full video or webinar replay

• Clicking on a case study

  
  

At this stage, your brand needs to convert curiosity into connection. If your site looks dated or your content is generic, you’ll lose them.

3. Conversion

This is where conversations begin.

Examples include:

• Booking an appointment

• Completing a “Request for Proposal” form

• Responding to an email outreach

• Attending a live Zoom meeting

• Saying, “Hey, I think we need your help”

  
  

This is your “Let’s talk” moment. If your funnel is healthy, you’ll be talking to better prospects, more often, with less effort.

Getting Started: Your Budget Framework

Here’s an exercise to help you apply this to your business.

Take 2% of your gross annual revenue. That’s your annual business development budget.

• Most industries invest 10%.

• Most advisors invest 1%.

• Top-performing advisors invest 3% or more (Source: Schwab’s RIA Benchmarking Study).

  
  

Now divide that number evenly across the funnel:

• 1/3 to Awareness (ads, content, brand design)

• 1/3 to Interest (website upgrades, lead magnets, email funnels)

• 1/3 to Conversion (sales training, appointment setting, CRM workflows)

  
  

Let’s say you generate $750,000 in gross revenue:

• 2% = $15,000 annual business development budget

• That’s $5,000 for each funnel stage.

  
  

With that, you can:

• Set up digital ads to create digital brand awareness (views).

• Refresh website design and user experience (interest).

• Automate email follow-up (nurture).

• Set up a webinar funnel for your target audience (nurture).

• Subscribe to a high-quality content library for consistency (growth).

  
  

This is how you fly.

Building on Your Legacy

If you want to attract the next generation of talent, whether that’s a junior advisor or a future successor, they need to see you as a growth-minded firm.

They’re watching what you post, how you show up, and if you’re using modern tools. A dated website and a “spray and pray” cold call strategy won’t inspire today’s talent or tomorrow’s clients.

So… Should You Drive or Fly?

In a world where hours are scarce, budgets are tight, and talent is elusive, you have to ask:

• Are you stuck behind the wheel just to feel like you’re moving?

• Or are you ready to fast-track your success by thinking more strategically?

  
  

Driving still works, but only when the road is clear, and your tank is full.

Flying? It requires setup, planning, and yes, some trust in the new (digital) systems.

But it gives you back something irreplaceable: time.

And with time, you can focus on what matters most—serving your clients, growing your legacy, and leading your business into the next decade.

So, where to next? And more importantly… how will you get there?

Thanks for reading & Happy Marketing!

About Us

401(k) Marketing is the modern marketing agency for the retirement plan industry. We support our clients through custom engagements, content marketing campaigns, sales material innovations, and thought-leadership consulting. Our mission is to empower the retirement plan industry with high-quality marketing, ultimately inspiring Americans to become financially prepared for their future.

Retirement Plan Marketing is the solution for retirement plan advisors looking for a scalable marketing process. This process generates awareness, streamlines sales opportunities, and earns more 401(k) business. This comprehensive, strategy-driven program includes digital content and sales material designed to help retirement plan professionals attract the right decision-makers.