Apr 1, 2026 · 45 min · 11 segments
If you want to rapidly scale your business, you need the right marketing funnel. Michelle Weinstein is joined by Charles Leikauf of the Profit Surge Group, a corporate finance professional turned…
Charles LykoffGuestSo how come people tell me, Charles, when I ask them what's their biggest challenge in their firm as it relates to their sales, they say, I need leads.
Why do they say they need marketing help when I just ask them about their sales problems? Can you elaborate the difference and why a firm owner would think that that's a sales problem?
Well, so our friends in the accounting and finance field, myself included, until I became educated, we don't really delineate between sales and marketing.
And you know this, hence the question, but marketing is what happens before the sales call.
what happens and then it's the messaging to bring someone to a conversion event.
Usually the conversion event is sales and it's usually a sales call over the phone or over Zoom or be it in person.
And so marketing is bringing the people to the sales call and the sales call is walking them through their problems, the solutions and turning that into hopefully a credit card or deposit or starting them on as a new client.
So marketing and sales, two separate things should be thought of as two separate things completely.
And I like how you said marketing is the stuff that happens before you have a conversation with that prospect.
It's the messaging that you put out there on your social media, on your Facebook, on your website, on your advertising.
That all becomes the sales process and what you say in order to collect the payment and get a new client.
That's our favorite part is the conversion event, right? Convert that prospect into a customer.
Yeah, so today we're gonna talk about the marketing side of things on how to get leads because that's what Charles does at Profit Surge Group, helps with marketing and creating a funnel.
where do you see most firm owners, especially those maybe even getting started out or they built their whole business on referrals organically and now they're like, okay, I wanna scale.
What do you see as the biggest mistake that many firm owners do when they're first starting out to do marketing, to get their messaging out there before they get someone onto a sales call? So getting their interest and presence known.
So how come people tell me, Charles, when I ask them what's their biggest challenge in their firm as it relates to their sales, they say, I need leads.
Why do they say they need marketing help when I just ask them about their sales problems? Can you elaborate the difference and why a firm owner would think that that's a sales problem?
Well, so our friends in the accounting and finance field, myself included, until I became educated, we don't really delineate between sales and marketing.
And you know this, hence the question, but marketing is what happens before the sales call.
what happens and then it's the messaging to bring someone to a conversion event.
Usually the conversion event is sales and it's usually a sales call over the phone or over Zoom or be it in person.
And so marketing is bringing the people to the sales call and the sales call is walking them through their problems, the solutions and turning that into hopefully a credit card or deposit or starting them on as a new client.
So marketing and sales, two separate things should be thought of as two separate things completely.
And I like how you said marketing is the stuff that happens before you have a conversation with that prospect.
It's the messaging that you put out there on your social media, on your Facebook, on your website, on your advertising.
That all becomes the sales process and what you say in order to collect the payment and get a new client.
That's our favorite part is the conversion event, right? Convert that prospect into a customer.
Yeah, so today we're gonna talk about the marketing side of things on how to get leads because that's what Charles does at Profit Surge Group, helps with marketing and creating a funnel.
where do you see most firm owners, especially those maybe even getting started out or they built their whole business on referrals organically and now they're like, okay, I wanna scale.
What do you see as the biggest mistake that many firm owners do when they're first starting out to do marketing, to get their messaging out there before they get someone onto a sales call? So getting their interest and presence known.
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