The seven sessions within the Sales/Marketing track at #XYPNLIVE are geared to help planners take their sales and marketing strategies to the next level.

Learn more about how the sales/marketing sessions can help level up your efforts in our blog Level Up Your RIA Marketing in 3 Days at #XYPNLIVE written by XYPN's Director of Marketing, Jen Mastrud.

Read about each presenter by clicking on their photo.


XYPN Carolyn Dalle-Molle headshotWebsite Metrics: What's Normal? A Study of 100+ Advisor Website Analytics

Monday, September 9 | 10:10 - 11:00 a.m.

Presented by Carolyn Dalle-Molle
Level: Refine and Grow

"Is my website doing okay? Is this normal?" Carolyn Dalle-Molle faces these questions weekly as XY Planning Network’s Marketing Coach. For the past three years, she’s answered using her overall understanding of what's "normal" based on experience monitoring and reviewing advisor website analytics. In this session, she exposes the data. After three months reviewing 100+ advisor websites, Carolyn has actual answers and data to share. Learn what a healthy website looks like and what's cause for concern as Carolyn exposes advisor websites' traffic volumes, bounce rates, traffic sources, most popular pages, viewer paths, and more. Some findings will make you laugh, some may make you cry, but they're all real.

Carolyn Dalle-Molle

Carolyn Dalle-Molle is a professional marketer with a decade of frontline experience helping small businesses reach their growth goals. Her approach to marketing is both creative and analytical; helping entrepreneurs achieve a creative flow that’s unique and exciting, while using tracking and metrics to learn what actually works for their business.

Based in Boston, she's honored to work with XY Planning Network members from coast to coast. Outside of work, she enjoys volunteering with elderly, making videos, and traveling with family.


Chris Dale Melissa EllisWidows and Divorcees: Servicing Women in Transition

Monday, September 9 | 11:10 a.m. - 12:00 p.m.

Presented by Melissa Ellis and Chris Dale
Level: Refine and Grow

In this session, Chris Dale and Melissa Ellis will dive into the nuances of working with women during some of their most difficult transitions: divorce and death of a spouse. As planners who focus specifically on women, Chris and Melissa will share explicit tactics for working with these niches, things to consider when consulting them, and most importantly, how they humanize the relationship.

Melissa Ellis

Melissa J. Ellis is a Certified Financial Planner™ and Certified Divorce Financial Analyst™ based in Overland Park KS.

After launching Sapphire Wealth Planning in 2016, Melissa decided to focus on helping women with their Divorce Planning needs. Melissa graduated from the University of Missouri with a Masters degree in Personal Financial Planning degree & is a member of the XY Planning Network Advisory Committee. She also takes time to volunteer with Junior Achievement and Big Brothers Big Sisters of Kansas City.

Melissa's lifelong passion for travel and has taken her to all 50 states, Europe, Canada, Mexico and the Caribbean. Her next travel goal is to visit all 7 continents!


Chris Dale

After a 17 year financial career, Christopher left the corporate world to start Life After Grief Financial Planning(LAG). LAG focuses on helping those in grief navigate financial matters.

His own experiences with caregiving, the loss of his parents and a child have given rise to the formation of his firm. Christopher also created Life After Grief Consulting(LAGC) as a result of advisors seeking him out for his expertise and process for working with clients in grief.

Through LAGC, Christopher has created a professional education program to advisors with grieving clients. This training was devised to give advisors a grieving client guide. This guide helps distinguish a client's grieving style, proper communicate techniques, workflows, timelines and much more.

#XYPNLIVE 2019 in St. Louis


Explore by Track


Financial Planning

Investment Solutions

Practice Management

Coaches' Corner

Come to #XYPNLIVE ready to ask any questions that have been keeping you up at night, and leave armed with real solutions for your business.  Receive individualized help in a one-on-one or small group session of your choice. 

Sales & Marketing Coaches

Kirsten PlonnerThe Power of Public Relations

Monday, September 9 | 3:10 - 4:00 p.m.

Presented by Kirsten Plonner
Level: Scaling - Enterprise Firm

Public relations has the power to differentiate your business. In this session, FiComm Partners Chief of Communications Kirsten Plonner will explore the influence of PR, including how you can utilize the media to help you stand out in a sea of sameness and gain third-party credibility. In addition, she will discuss how you can harness thought leadership to market your firm so you stand out within the industry.

Kirsten Plonner

Kirsten Plonner is chief of communications for FiComm Partners, a communications consulting firm serving financial services companies with a specialization in the independent financial advisory, wealth management and fintech/wealthtech communities.

Kirsten is also adjunct instructor at Columbia University where she teaches Corporate Communications to graduate students and advises Masters candidates.

She was previously director of strategic media and communications for the Workplace Investing business of Fidelity Investments. She also served as vice president in the Lead Media group at Weber Shandwick and before that was vice president in Fleishman-Hillard’s corporate business-to-business group in New York.

Kirsten began her career in journalism as a producer at NBC News and CNBC in New York.


Candice Carlton-1A Blueprint for Kickass Video

Monday, September 9 | 4:10 - 5:00 p.m.

Presented by Candice Carlton
Level: Refine and Grow

In today’s age, every company is now a sales and media company—either a good one or a bad one. Video packs the most punch in getting your message out, but how do you do it in a way that, quite frankly, kicks a$$? In this session, Candice Carlton talks all things video and walks through a comprehensive framework for creating next-level videos. This session is for the DIYers who are just getting started, those who have dipped their toes into video and want to dive deeper, and for anyone who wants to refine their video strategy. You’ll walk away with the resources, the layout, and all the critical ingredients you need to create kicka$$ videos.

Candice Carlton

Candice Carlton is a passionate Communications and Marketing Strategist with deep expertise in the RIA space. She believes authenticity is the best strategy and that every single person has a unique story to tell.

She has coached 100’s of advisors on how to powerfully connect with prospects and clients, designed client communication and social media strategies for the #2 Baron's Ranked RIA in the US and even produced and directed influencer interviews on Client Experience, Living Richly and “Happiness ” as well as hosting and producing 1000+ “tv” shows on topics ranging from market updates, to growth coaching and style tips for advisors.


Kali RobergeThe Best Marketing Tactic You're Not Trying Yet: Sharing Your Authentic Self

Wednesday, September 11 | 8:30 - 9:20 a.m.

Presented by Kali Roberge
Level: Launch

Many forward-thinking firms see the value in inbound marketing and are using content to try to connect with their audience—but most are failing to see results from their efforts. Too many advisors waste time and energy with blogs, social media, emails, and ebooks because their content doesn't drive conversions via more prospects and new clients.

This session will detail how advisors can solve this problem and better market themselves by shifting from fact-based (and boring) content to strategically sharing personal, authentic stories that form connections between their businesses and their prospective clients. This session is designed for advisors who want to stop creating content no one consumes and start developing a strong, unique voice that stands out from the crowd.

Kali Roberge

Kali Roberge helps financial advisors communicate their value to attract prospects and convert leads to clients through compelling content that develops trust and connection with advisors' target audiences.

She is the founder of Creative Advisor Marketing, and serves as director of marketing and operations at Beyond Your Hammock, a fee-only financial planning firm in Boston, Massachusetts.

As a recognized expert in the content marketing world, Kali strives to share strategies that can make your messaging more persuasive and effective.


Ryan NealMatt AckermannWhat Media Want

Wednesday, September 11 | 9:30 - 10:20 a.m.

Presented by Matt Ackermann, Ryan Neal, Samuel Steinberger, and Kirsten Plonner

In this media panel moderated by Kirsten Plonner, Matt Ackermann and Ryan Neal from InvestmentNews, and Samuel Steinberger from WealthManagement, will discuss what reporters are looking for when they are constructing a story— and what they don’t want. Hear from industry media on what makes them tick and how they determine what to cover within the industry.Kirsten PlonnerSamuel Steinberger

Matt Ackermann

Matt Ackermann is an award-winning journalist and director of multimedia at InvestmentNews, where he manages video and creative projects.

Previously, Matt was online editor-in-chief for SourceMedia’s investment advisor group, where he launched its video channel, AdvisorTV. From 2011 to 2012, he was an executive vice president at Jennifer Connelly Interactive Productions, where he produced multimedia for financial companies. Matt is a graduate of Seton Hall, won the New Jersey Press Association Rookie of the Year Award in 1997 and is a member of Seton Hall’s Presidential Advisory Group.


Ryan Neal

Ryan W. Neal covers financial technology for InvestmentNews. Originally from Northern California, he received his undergraduate degree at UC Santa Barbara and began his career in journalism at the Santa Barbara Independent.

After a few years freelancing, bartending and snowboarding in Colorado, he moved to New York and earned a master’s degree from the Columbia University Graduate School of Journalism.

Ryan started covering the fintech beat in 2014, and also enjoys writing about sports, music, Star Wars, politics, arts and entertainment.


Samuel Steinberger

Samuel Steinberger is an editor for, where his coverage includes technology, asset management and the RIA space.

After beginning his career in legal technology, his interests led him to journalism. He helped write one of the first guides to augmented and virtual reality—as an augmented reality book, naturally—and has produced documentaries and television news for Soledad O’Brien’s production company.

Samuel is a graduate of Washington University in St. Louis and Columbia Journalism School.


Beverly FlaxingtonSelling for Non-Sales Professionals: The Five Secrets

Wednesday, September 11 | 10:30 - 11:20 a.m.

Presented by Beverly Flaxington
Level: Launch

Financial planners need to grow their businesses to be successful, but most did not enter the field of financial services to be salespeople. Beverly Flaxington will show advisors how to incorporate good selling techniques without becoming "salesy." This session will be a precursor to a new XYPN program that focuses on business development techniques.

Beverly Flaxington

Bev is a 25 year plus investment industry veteran. She has held several senior level positions including Chief Operating Officer of a $3.5 bn RIA. She is a three-time bestselling & Gold-award winning author, a college professor, an international speaker, trainer and coach, and sales and marketing expert.

She founded The Collaborative, and The Advisors Sales Academy. The firms have created a number of trademarked and proprietary programs. Beverly holds two patents on a program she developed, for a client, to help advisors with succession planning.

She has been featured in The WSJ, Solutions Magazine, Financial Advisor Magazine, and hundreds of media outlets. Bev writes a weekly column for Advisor Perspectives called “Ask Bev” and blogs for Psychology