The Max Revenue Show

Ever try to educate a prospect on a better way to buy insurance and end up sounding like a know-it-all?Yeah… we’ve all been that guy without meaning to.In this episode, we break down how to teach prospects about insurance without being a tool — so you come across as the trusted guide, not the condescending expert.Whether you’re selling construction, trucking, or benefits — this one will help you educate, not alienate.This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠⁠⁠⁠⁠⁠https://www.insurancexdate.com⁠⁠⁠⁠⁠⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠⁠📒 Grab The Producer Playbook:⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠⁠⁠⁠⁠⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode, Micah pulls back the curtain on one of the biggest moves of his career: leaving a large national agency and starting over from scratch.Four years later, he shares the hard-won lessons, the doubts, the setbacks, and the breakthroughs that came with making the leap.If you’re debating whether to change agencies, wondering if size and brand matter, or curious how to rebuild after walking away from a big book—this episode gives you the unfiltered truth.This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠⁠⁠⁠⁠https://www.insurancexdate.com⁠⁠⁠⁠⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠📒 Grab The Producer Playbook:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠⁠⁠⁠⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠⁠⁠⁠https://www.insurancexdate.com⁠⁠⁠⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠📒 Grab The Producer Playbook:⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠⁠⁠⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode, Micah unpacks the 3 biggest mistakes rookie producers make. And more importantly, what to do instead.If you’re just starting out in commercial insurance or have new producers in your office you're mentoring, this is for you....This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠⁠⁠https://www.insurancexdate.com⁠⁠⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠📒 Grab The Producer Playbook:⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠⁠⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode, Micah and Trey break down the timeless principles of how to not be a jackass.Because in ProducerLand, success isn’t about the lowest quote or the fastest follow-up. Deals tend to flow toward the producer people actually like.Whether you’re brand new to commercial insurance or a seasoned vet, this episode will walk you through how to become more approachable, trustworthy, and magnetic in your day-to-day interactions so you can open more doors, build better relationships, and win more deals....This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠⁠⁠https://www.insurancexdate.com⁠⁠⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠📒 Grab The Producer Playbook:⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠⁠⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode, Micah breaks down 5 keys to effective follow up.In ProducerLand, deals don’t usually go to the first producer to make a call. They go to the one who sticks around long enough to create trust, demonstrate value, and reach the right person.Whether you’re a new commercial insurance producer or an old dawg, this episode will show you how to strategically, thoughtfully, and persistently follow up with prospects so you can get more at bats and win more deals. ...This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠⁠https://www.insurancexdate.com⁠⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠📒 Grab The Producer Playbook:⁠⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode, Micah breaks down the unsexy truth behind retention.Winning a new deal is only half the battle. The real money is made when you master renewals and keep clients happy for years to come.Whether you’re a new commercial insurance producer or an old dawg, this episode will show you how to build loyalty that lasts decades....This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.⁠https://www.insurancexdate.com⁠Resources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠⁠https://maxrevenuegroup.com/subscribe⁠📒 Grab The Producer Playbook:⁠⁠https://maxrevenuegroup.kartra.com/pa...⁠🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode of the Max Revenue Show, Micah breaks down the exact plan he used to help a brand-new producer write over $100,000 in revenue in his first year without experience, connections, or a pipeline.You’ll learn:✅ How to pick the right niche (and why generalists struggle)✅ Why 40 cold calls a day is the magic number✅ What to say on the phone to start real conversations✅ How to pitch due diligence instead of quoting✅ The secret to referral partners who actually send business✅ Why boring consistency beats flashy tactics every time...This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.https://www.insurancexdate.com...Resources Mentioned:⁠📬 Sign up for The Max Revenue Letter:⁠https://maxrevenuegroup.com/subscribe📒 Grab The Producer Playbook:https://maxrevenuegroup.kartra.com/page/playbook

In this episode, Micah and Trey tackle one of the biggest problems producers face: plateauing.Whether it’s boredom, burnout, or bottlenecks in your book… we break down the mental, strategic, and tactical levers you can pull to finally break through.....This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.https://www.insurancexdate.comResources Mentioned:⁠📬Sign up for The Max Revenue Letter:⁠https://maxrevenuegroup.com/subscribe📒 Grab The Producer Playbook:⁠https://maxrevenuegroup.kartra.com/pa...🔥 Subscribe to the Max Revenue Show for weekly episodes on how to grow your book, dominate cold outbound, and build a seven-figure career in commercial insurance.

In this episode, Trey and Micah break down what nobody tells you about the early years as a commercial insurance producer. Based on a real DM from a 22-year-old new to the game, they share personal war stories, hard truths, and a few spicy takes about what it really looks like to build your book from scratch.If you're in your first few years—or coaching someone who is—this is the brutally honest real talk you wish you had on Day 1....This video is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.https://www.insurancexdate.com...Resources Mentioned:⁠📬 Sign up for The Max Revenue Letter:⁠https://maxrevenuegroup.com/subscribe📒 Grab The Producer Playbook:⁠https://maxrevenuegroup.kartra.com/page/playbook

Ever wonder what a million-dollar insurance producer actually does all day?In this episode, Trey sits down with Micah Solas to break down his exact daily routine—from morning meditation and family time to 40 cold calls a day and handling client service work without burning out. You’ll hear how Micah structures his calendar, why he swears by consistency over complexity, and how he juggles prospecting with retention.Plus, in a bonus segment, Micah shares his drop-in strategy—the same one that helped him build his book from scratch twice without networking events, referrals, or handouts.If you’re a producer building a book the hard way—this one’s for you.This episode is brought to you by:📈 Insurance Xdatehttps://www.insurancexdate.com📬 Sign up for The Max Revenue Letter:⁠https://maxrevenuegroup.com/subscribe📒 Grab The Producer Playbook:⁠https://maxrevenuegroup.kartra.com/page/playbook

In this episode of the Max Revenue Show, Micah answers real listener questions about how to qualify prospects, benchmark rates, and avoid drowning in service work.Micah breaks down how to build a million-dollar book by focusing on fewer, better clients.Whether you’re trying to validate your first $400K or scale past $1M, this episode gives you the mindset and playbook to get there.This episode is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.https://www.insurancexdate.com📬 Sign up for The Max Revenue Letter:⁠https://maxrevenuegroup.com/subscribe📒 Grab The Producer Playbook:⁠https://maxrevenuegroup.kartra.com/page/playbookTimestamps:0:00 – Intro & account manager appreciation1:00 – Shoutout to Insurance XDATE & how Trey uses it4:15 – Map view for drop-in planning via Insurance XDATE5:40 – Listener Q&A: How to know if you can save a prospect money7:30 – Due diligence: what to do if you don’t have loss runs9:00 – Building your own benchmark database by industry10:40 – Using your AMS or talking to other producers to gather rate data13:15 – When Trey feels confident enough to predict savings15:00 – Micah’s story about getting out over his skis on a tow account16:30 – How to give honest but cautious feedback to a prospect18:10 – How to position hypothetical pricing without promising21:45 – Second half of CB’s Q: Struggling to niche while trying to validate24:00 – The role of wholesale brokers in helping you quote smart25:00 – Building rapport with underwriters for faster insight26:20 – The niche paradox: why casting a wide net slows your validation29:00 – Micah’s path to construction after bouncing around early32:10 – Listener Q: “I’m drowning at $400K. What do I do?”33:30 – What Micah does vs what his AM handles35:00 – CSR vs Account Manager breakdown36:50 – “How many clients do you have?” – The magic number conversation39:00 – Time constraints are usually a client size issue41:15 – The producer growth ceiling: 40–60 clients per CSR43:20 – Raising your floor: when & why45:10 – Listener encouragement + drop-in update46:40 – $660K in 17 months producer story48:30 – Micah’s drop-in process and results so far51:20 – Drop-in follow-up tips: calls + emails52:45 – Scripting a simple drop-in intro54:30 – Windshield time vs cold calls56:00 – Golf Herpes Segment™ – 9-hole recap & heat rant58:15 – Big June 1st renewal tease59:10 – Closing thoughts, links, and outro

In this episode of The Max Revenue Show, we unpack the nuanced approach to quoting in commercial insurance. Micah and Trey go deep on when to walk away, when to quote, and how to use quoting as a strategic wedge, not a desperate Hail Mary.If you've ever struggled with finding the balance between BOR-only and quoting everything that moves, this is the blueprint you've been waiting for.This episode is brought to you by:📈 Insurance XdateGenerate Leads. Win New Biz.https://www.insurancexdate.com🧰 Resources Mentioned:⁠📬 Sign up for The Max Revenue Letter:⁠https://maxrevenuegroup.com/subscribe📒 Grab The Producer Playbook:⁠https://maxrevenuegroup.kartra.com/page/playbook⏱ Timestamps:00:00 – Intro + Father’s Day reflection + how time accelerates when you become a producer02:43 – Selling cycles and why quoting ahead of time creates built-in urgency05:18 – The evolution from BOR-only to quoting strategically08:11 – Why BOR-only can work… but still leaves money on the table10:29 – When quoting becomes necessary: lack of market access, true client pain, or loyal but uncertain buyers13:45 – The 3-question internal filter Micah uses before quoting16:08 – Trey: “Quote when quoting gets you closer to control”17:45 – Micah’s real-life quoting wedge story: quoting auto only to BOR the rest20:02 – The dangers of quoting just for insight without a plan21:48 – The rule: Always present quotes in person or live—not via email23:00 – Controlling the post-proposal narrative: decision-maker access + first look vs. last look25:22 – When quoting helps build long-term relationships (towing account example)28:30 – Federated stats: 3rd-year quoting has highest conversion rates30:19 – Why quoting without due diligence is a waste of time32:05 – Framing the quote post-due diligence: transparency + market access conversation34:44 – The importance of packaging the quote: side-by-sides + value alignment36:00 – Strategic follow-ups after quoting (especially in niche verticals)37:42 – Final thoughts: quoting is a tool—use it with purpose

In this episode we break down the sales skill no one teaches - but every producer needs - storytelling.Micah and Trey unpack why vomiting stats and technical jargon isn't what closes deals. Instead, they walk through the exact stories, analogies, and real-life examples that have helped flip cold accounts, justify coverages, and land BORs.Whether you’re struggling to explain complex coverages or just want to become more memorable in meetings, this episode shows you how to use storytelling as your most underrated sales weapon.This episode is brought to you by:Insurance XdateGenerate Leads. Win New Biz:https://www.insurancexdate.com/Resources Mentioned:Sign up for The Max Revenue Letter here:https://maxrevenuegroup.com/subscribeGrab The Producer Playbook here:https://maxrevenuegroup.kartra.com/page/playbookTimestamps:00:00 – Intro + Insurance Xdate shoutout03:10 – Why stories matter more than stats07:22 – Real sales story: saving Bobby $150K09:35 – The Bible, history, and human memory11:12 – “Explain it like I’m 5” and why simplicity wins13:30 – Pollution story: Johnny the excavator’s $2M mistake16:08 – Analogies that convert: sushi, real estate, Tom Brady24:20 – Who started these content trends anyway?28:05 – Real due diligence wins without quoting37:42 – What actually gets someone to fire their agent42:17 – The myth of overnight success44:00 – Wrap-up + Producer Playbook + YouTube CTAWant more?Subscribe for new episodes + tactical advice to grow your book of business from scratch.Like this episode?Drop a comment, leave a review, or share with a fellow Producer.#Storytelling #InsuranceSales #BrokerOfRecord #CommercialInsurance #MaxRevenueShow

In this episode of The Max Revenue Show, we break down the exact framework Micah uses to run highly effective first meetings with insurance prospects. Whether you're a new producer trying to write your first $100k, or a seasoned vet looking to tighten up your process, this episode gives you the real-world playbook for turning curiosity into conversion.This episode is brought to you by:Insurance XdateGenerate Leads. Win New Biz:https://www.insurancexdate.com/Resources Mentioned:⁠Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbookTimestamps:00:00 – Intro + Insurance Xdate shoutout02:12 – Why the cold call often becomes the first meeting05:47 – The perfect first meeting opening script10:30 – 3 core discovery questions to uncover hidden pain13:22 – The #1 follow-up that reveals buying intent17:15 – How to explain “The Insurance Game” to any buyer23:05 – Visual tools that help prospects get it26:49 – Due diligence pitch: what it is and how to position it31:50 – Fallback strategy: when quoting makes sense36:20 – Why being flexible 3–4X’d Micah’s revenue41:03 – When a first call should be cut short44:15 – How to track meetings the right way47:40 – Wrap-up + Producer Playbook + YouTube CTAWant more?Subscribe for new episodes + tactical advice to grow your book of business from scratch.Like this episode? Drop a comment, leave a review, or share with a fellow Producer.#ColdCalling #CommercialInsurance #SalesTraining #MaxRevenueShow

In this episode of The Max Revenue Show, Trey and Micah break down the real reason most Producers struggle with cold calling—and what to do instead.They share the 3 key pillars that drive real results on the phone:1. Mindset – Why fear never goes away (and how to work with it anyway)2. Tonality – How to match your prospect’s energy to keep the call alive3. Scripting – Why what you say matters less than how you say it—and how to create curiosity without sounding like a robotAlong the way, they trade stories from the field, unpack common cold call mistakes, and explain how to build consistency without burning out.Whether you’re brand new to cold calling or looking to sharpen your approach, this episode will reframe how you think about the dial.Resources Mentioned:Insurance Xdate – Title Sponsor: More leads. Better data. Smarter prospecting.The Max Revenue Newsletter: Weekly insights for commercial producers (drops every Monday)Producer Playbook: Micah’s step-by-step guide to building a book of business from scratchTimestamps:00:00 – Welcome + sponsor shoutout02:05 – Why cold calling still works04:50 – Micah’s story: from shy kid to cold calling machine08:35 – Pillar #1: Mindset and the power of sorting vs. selling15:00 – Overcoming fear and building call consistency21:12 – Pillar #2: Tonality and mirroring your prospect30:40 – Chipper vs. calm: finding the right delivery34:15 – Pillar #3: Scripts, objections, and extending the conversation41:00 – Why how you set the meeting matters46:05 – Final thoughts + why Micah’s method worksWant more?Subscribe for new episodes + tactical advice to grow your book of business from scratch.👍 Like this episode? Drop a comment, leave a review, or share with a fellow Producer.#ColdCalling #CommercialInsurance #SalesTraining #MaxRevenueShow

In this episode, Trey and Micah ask the question every producer eventually wrestles with:Does size really matter?We’re talking book size, account revenue, floor-setting, and the mental games that come with chasing whales vs. stacking solid mid-market wins.Micah breaks down how he closed 7 clients in under 30 days—without landing a single “whale.” Meanwhile, a buddy of his who crushed year one is now scrambling after losing both his biggest accounts… to no fault of his own.You’ll hear:The real risk of going whale-only (and why you need diversification)What a $100K month of mid-market wins looks likeHow to set your revenue floor—and when to raise itWhy big accounts don’t always mean big serviceHow to use tools like Insurance Xdate to pre-qualifyWhy your ideal account size is relative to your goal (and your split)Plus: Micah returns to the golf course after a six-month layoff, goes full Jim Venetos, and drops an 84 after starting quad-double 😮‍💨This one’s for every producer who's tired of comparing themselves to others—and wants to build a book that fits their goals.Timestamps:00:00 Insurance Xdate becomes the official title sponsor02:30 Why we’ve used Insurance Xdate for years05:10 Episode kickoff: Does size really matter?07:00 Micah’s buddy loses both whale accounts in Year 210:40 Micah’s 7 new clients in under 30 days13:20 Why smaller deals give you better sleep15:00 When it’s time to raise your revenue floor17:45 Using Xdate premium filters to pre-qualify21:10 Account size vs. producer goals—why splits matter25:00 Don’t assume big accounts are well-served28:15 Niche knowledge = instant size filtering31:20 CRMs, call notes, and building a poaching strategy33:50 How many accounts can 1 AE realistically handle?37:00 Producer golf update: 79 vs. 84 showdown42:00 Micah’s favorite advice: “Sometimes you just go to the movies”44:00 Final thoughts + newsletter + playbook linksResources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbookGenerate Leads. Win New Biz:https://www.insurancexdate.com/Like the episode?Subscribe for weekly episodes on growing your book of business, cold calling, marketing, and all things producer life.

In this episode, Trey and Micah break down a common hang-up for producers: The buyer who's interested... but hesitant to sign the BOR. We walk through a listener-submitted pitch and unpack where it hits, where it misses, and how to reframe your BOR ask so it centers the client—not the broker.You’ll hear:- Why making your pitch about your effort kills trust- How to reframe the BOR as control for the client- The “real estate agent” analogy that just works- Why rewriting your talk tracks is more powerful than reading them- Our honest numbers: what consistency looks like (and what happens when you lose it)Plus: Micah’s daughter’s dance recital and unsolicited putting tips from a 72-year-old at the range 🕺🏽🏌🏽‍♂️This one’s part mindset, part talk track, and all real talk.Timestamps:00:00 Intro from the truck (locked out of the office)01:15 The DM: “They want to work with me but won’t sign”03:20 Breaking down the BOR pitch blurb10:00 The real problem with making it about you15:12 What to say instead: framing control for the buyer24:02 Call activity vs deal flow: why producers fall off28:45 Adjusting your prospecting window: does time of day matter?32:10 Writing vs reading: how scripting helps even when you don’t use one36:30 Dance recitals, golf tips, and what makes you “look like a natural”41:50 Final thoughts + where to find our weekly newsletter + playbookResources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbookLike the episode?Subscribe for weekly episodes on growing your book of business, cold calling, marketing, and all things producer life.

In this episode we discuss why picking a niche isn’t just smart, it’s a shortcut to success.In this episode of The Max Revenue Show, Trey Shields and Micah Salas break down how niching down can simplify your entire sales process, build your authority faster, and make prospecting feel effortless.Inside you’ll learn:- Why a niche makes you more confident and credible- How to start narrow—even if you’re brand new- Why speaking your client’s language gives you an unfair advantage- How niching turns cold calls into warm conversationsWhether you’re a new insurance producer or a seasoned vet stuck in generalist hell, this episode gives you a blueprint to stand out, sell faster, and grow your book with less stress.Resources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbookTimestamps:00:00 – Intro01:34 – Why niche down?04:15 – What makes a good niche07:42 – How to learn a market fast10:21 – Speaking the language of your prospects13:05 – Referrals and reputation16:40 – Closing thoughts + golf talkLike the episode?Subscribe for weekly episodes on growing your book of business, cold calling, marketing, and all things producer life.

In this episode, we break down the unconventional truths that most insurance producers never hear, but absolutely need to.If you want to build a lasting book of business (without losing your mind), it’s time to stop playing the fear-based game most agents get stuck in.You'll learn:- Why sending loss history fast actually makes you stronger- How market blocking hurts your clients (and your reputation)- The right way to talk to clients who are shopping around- Why sharing bad news early can save your account, not lose it- How to prospect like a true consultant, not just another desperate salespersonMost agents are playing checkers.We're here to show you how to play chess.👉 Subscribe for more no-BS strategies on how to build a book that actually works.Timestamps:0:00 - Why this matters1:30 - 4 unconventional truths for defending your book10:00 - 2 unconventional truths for winning new business25:00 - The real reason playing it straight wins long-term28:00 - How to build peace of mind and profitResources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook