Scale Smart Leaders: Why Future of B2B Coaching Belongs to Peer Advisory Groups
The coaching industry is experiencing a seismic shift that most coaches are completely missing.
While thousands of coaches are still grinding away at one-on-one sessions, posting daily on LinkedIn, and struggling to differentiate themselves in an, a small group of savvy coaches have discovered a better model—one that generates more revenue, creates deeper impact, and requires dramatically less time.
That model is peer advisory groups, and at Scale Smart Leaders, we've perfected the system that makes it accessible to any experienced B2B coach.
If you've been watching the coaching landscape evolve and wondering how to future-proof your practice, this article will show you exactly why peer advisory groups are the answer—and how Scale Smart Leaders makes implementation effortless.
The Coaching Industry's Uncomfortable Truth
The One-on-One Model Is Broken (And Getting Worse)
Let's talk about what nobody in the coaching industry wants to admit: the traditional one-on-one coaching model is becoming increasingly unsustainable.
Here's why:
1. Commoditization of Coaching
Ten years ago, having a business coach was a luxury reserved for top executives. Today? There are over 71,000 certified coaches worldwide, and that number grows every year.
When supply dramatically exceeds demand, prices compress. What you could charge $5,000/month for in 2015 now struggles to command $2,000/month.
2. The AI Disruption
AI tools like ChatGPT, Claude, and specialized business AI assistants are now providing coaching-style guidance for free or pennies on the dollar.
While AI can't replace the human element of coaching (yet), it can handle a lot of what coaches traditionally charged for: strategic frameworks, accountability check-ins, problem-solving templates, and personalized advice.
Clients are getting smarter. They're asking, "What am I paying for that I couldn't get from AI?"
3. The Attention Economy Crisis
Your potential clients are drowning in content. Every coach, consultant, and thought leader is publishing articles, hosting webinars, and sharing frameworks on social media.
Breaking through that noise to attract one-on-one clients requires either massive ad spend, years of personal brand building, or both. And even then, conversion rates are declining.
4. The Scalability Ceiling
The math is simple and brutal: there are only so many hours in a week. Even if you charge premium rates, you hit a hard ceiling on how much revenue you can generate through one-on-one work.
Want to make $500K per year? That requires 21 clients at $2,000/month—which means roughly 40-50 hours of coaching time per month, plus all the administrative and marketing work.
Want to make $1M per year? You'd need 42 clients, which is literally impossible to serve well one-on-one model caps your income at a level that requires you to work constantly with no room for growth, vacation, or unexpected life events.
Why Smart Coaches Are Pivoting to Peer Advisory Groups
Now, let's contrast that with the peer advisory group model that Scale Smart Leaders has perfected.
Instead of serving 20 individual clients, you serve one group of 15 executives.
Let me show you why this changes everything:
Economic Leverage
One-on-One Model: 15 clients × $2,000/month = $30,000/month requiring 60+ hours
Peer Advisory Model: 15 members × $2,000/month = $30,000/month requiring 15 hours
Same revenue. 75% less time. Four times higher hourly rate.
But the economics go even deeper than that.
The Compounding Value
When a CEO pays $2,000/month for one-on-one coaching, they're buying access to one person: you.
When that same CEO pays $2,000/month for a peer advisory group, they're buying:
Access to you as the expert facilitator
Insights from 14 other successful executives
A network of peers they can call between meetings
Accountability from people they respect
Diverse perspectives they'd never get from one coach
Confidential space to solve real business problems
The perceived value is 10x higher, which means easier sales, better retention, and the ability to charge premium rates.
Defensibility Against AI
Here's something AI will never be able to replicate: the magic happens when 15 brilliant executives get in a room together (or on a Zoom call) and solve each other's problems.
The vulnerability, the trust, the serendipitous connections, intelligence required to navigate group dynamics—these are uniquely human experiences that create transformational value.
While one-on-one coaching might eventually be partially replaced by AI, peer advisory facilitation is AI-proof.
Predictable, Recurring Revenue
One-on-one clients typically stay 6-12 months. Peer advisory group members typically stay 3-5 years.
Think about what that means for your business:
No more feast-or-famine cycles
Predictable cash flow you can plan around
Dramatically reduced marketing pressure
Ability to invest in your business with confidence
When you have 15 members paying $2,000/month with an average tenure of 4 years, you have $1.44 million in lifetime value from a single group.
That's the kind of business stability that allows you to actually build something sustainable.
The Scale Smart Leaders Peer Advisory System: How It Actually Works
At this point, you might be thinking, "This sounds great, but I have no idea how to actually build and run a peer advisory group."
That's exactly the problem Scale Smart Leaders was built to solve.
Breven Thomas spent years studying the most successful peer advisory models—Vistage, EO, YPO, Renaissance Executive Forums—and distilled the best practices into a system that any experienced B2B coach can implement.
Here's the complete framework:
Phase 1: Strategic Design (Week 1-2)
Before we start recruiting members, we work with you to design your specific advisory group:
Defining Your Ideal Member Profile
Not all executives are created equal for peer advisory groups. We help you identify:
Industry: Are you targeting tech founders? Manufacturing CEOs? Healthcare executives?
Company size: $2M-$10M revenue? $10M-$50M? $50M+?
Geographic scope: Local? Regional? National? Virtual?
Psychographic fit: Growth-minded? Lifestyle business owners? Exit-focused?
The more specific you are, the easier recruitment becomes and the better the group chemistry will be.
Structuring Your Value Proposition
We help you articulate exactly what makes your advisory group different:
What unique expertise do you bring as the facilitator?
What specific outcomes can members expect?
What does your meeting format look like?
How do you create accountability and drive results?
This isn't generic "peer advisory group" positioning. This is a sharp, compelling value proposition that makes the right executives say, need to be part of this."
Pricing and Business Model
We'll help you determine:
Monthly membership fees (typically $1,500-$3,000 depending on your market)
Meeting frequency (monthly is standard, some groups meet quarterly)
Group size (optimal is 10-15 members)
Onboarding process and initial commitments
Phase 2: Infrastructure Setup (Week 2-4)
While you're refining your positioning, the Scale Smart Leaders team builds the operational infrastructure:
Meeting Framework and Facilitation Tools
We provide you with:
Proven meeting agendas that balance education, problem-solving, and peer interaction
Facilitation guides with specific questions and techniques for keeping discussions productive
Time management templates so meetings run efficiently
Topic planning calendars so you're always prepared
You're not creating this from scratch. You're implementing a battle-tested system.
Member Onboarding Sequence
We give you:
Welcome packets that set expectations and build excitement
Confidentiality agreements that create psychological safety
Pre-meeting surveys to understand each member's challenges and goals
Integration protocols for adding new members to existing groups
Technology and Automation
Your dedicated Client Service Advisor sets up:
Meeting scheduling and calendar management
Automated reminders and follow-ups
Member communication channels (Slack, private forum, etc.)
Resource libraries and document sharing
Attendance tracking and engagement metrics
By the time your first member joins, everything runs on autopilot.
Phase 3: Member Acquisition (Week 4-16)
This is where most coaches fail when trying to launch peer advisory groups on their own. Finding and recruiting 10-15 high-quality executives is incredibly time-consuming and requires specialized sales skills.
Scale Smart Leaders eliminates this barrier entirely.
Your dedicated Fractional CMO and Sales Advisor handle the complete acquisition process:
Step 1: Building the Prospect List (Week 4-6)
Using our proprietary research methods, we identify 300-500 executives who match your ideal member profile. We're not talking about generic LinkedIn searches—we're talking about deep research that finds:
Decision-makers with the budget and authority to join
Companies in the right revenue range
Executives with indicators they value peer learning (board memberships, association involvement, etc.)
Businesses facing challenges your group can help solve
Step 2: Multi-Channel Outreach (Week 7-10)
Our team launches coordinated outreach across:
Personalized email sequences (not spam—thoughtful, relevant messages)
LinkedIn connection requests and messaging
Phone calls to high-priority prospects
Direct mail for premium positioning (yes, physical mail still works)
The messaging focuses on the value of peer learning, not selling your services. We're starting conversations, not closing deals.
Step 3: Qualification and Nurturing (Week 11-14)
As prospects respond, our Sales Advisor:
Conducts initial qualification calls to assess fit
Educates them about the peer advisory model
Addresses questions and concerns
Builds excitement about the opportunity
Only the most qualified, interested prospects get scheduled for conversations with you.
Step 4: Your Final Conversations (Week 15-16)
By the time you talk to a prospect, they:
Understand what a peer advisory group is
Know the investment and time commitment
Have been pre-qualified as a good fit
Are genuinely interested in joining
Your job is simply to:
Build personal rapport
Answer any final questions
Confirm they're a good cultural fit for the group
Welcome them aboard
Most Scale Smart Leaders coaches fill their first group to 8-10 members within 12-16 weeks. That's $16,000-$30,000 in new monthly revenue in your first quarter.
And remember: you didn't spend a single hour on prospecting, cold outreach, or lead generation. You just had conversations with interested, qualified executives.
Phase 4: Group Launch and Facilitation (Month 4+)
Once you have 6-8 committed members, it's time to launch your advisory group.
Your First Meeting: Setting the Foundation
The first meeting is critical. We provide you with a detailed facilitation guide that covers:
Introductions and connection-building: Helping members get to know each other beyond titles
Establishing group norms: Confidentiality, respect, participation expectations
Setting the vision: What this group can accomplish together
Initial value delivery: Solving a real problem in the first meeting
Members should leave the first meeting thinking, "This is exactly what I needed. I'm so glad I joined."
Monthly Meeting Structure
Our proven meeting format typically includes:
Check-in round (15 mins): Quick updates from each member
Educational component (20 mins): You share a framework, tool, or insight
Hot seat problem-solving (60 mins): 2-3 members present challenges, group helps solve
Accountability review (15 mins): Follow-up on commitments from last meeting
Wrap-up and commitments (10 mins): Each member shares their key takeaway and next action
Total meeting time: 2 hours monthly.
Between-Meeting Support
The Client Service Advisor handles:
Sending meeting recordings and notes to members
Managing the member communication channel items and following up
Scheduling one-on-one check-ins (if you offer them)
Coordinating any special events or guest speakers
You focus on facilitation and member success. Everything else is handled.
Phase 5: Continuous Growth (Month 6+)
Once your first group is running smoothly, you have options:
Option 1: Fill to Capacity
Continue adding members until you reach the optimal size of 12-15. The Scale Smart Leaders team continues recruiting until you're full.
Option 2: Launch a Second Group
Many coaches find that one group is so enjoyable and profitable that they want to launch a second (or third) group.
With the infrastructure already built and the system proven, launching additional groups is much faster—typically 8-10 weeks instead of 16.
Option 3: Expand Your Model
Some coaches use their advisory group as the foundation for:
One-on-one coaching with select members (premium add-on)
Annual retreats or special events (additional revenue)
Online courses or digital products (leveraged income)
Speaking opportunities (visibility and authority)
The peer advisory group becomes the core of a diversified, sustainable coaching business.
Real-World Success: Scale Smart Leaders Coaches Share Their Stories
Sarah's Journey: From Burnout to Balance
Sarah had been a successful executive coach for seven years. She had a roster of 18 one-on-one clients, was generating about $25K/month, and was completely
"I was working 50-60. "Between coaching sessions, prep time, marketing, and admin work, I had no life. I was making good money, but I felt like I was on a treadmill I couldn't get off."
Sarah partnered with Scale Smart Leaders and launched her first peer advisory group focused on women CEOs in professional services.
Six months later:
She was running one group of 14 members
Monthly revenue: $28,000 (more than her 18 one-on-one clients)
Time investment: 15 hours per month
"I have my life back," Sarah says. "I work three days a week, I'm making more money, and honestly, I'm creating better outcomes for my clients. The peer learning is so powerful."
Michael's Pivot: From Struggling Soiving Business Owner
Michael had been trying to build a coaching practice for three years with limited success. He was a brilliant strategist with deep expertise in scaling manufacturing companies, but he struggled with marketing and sales.
"I'd spend 20 hours a week on LinkedIn, networking events, and content creation," Michael explains. "I'd get maybe one or two discovery calls a month, and my close rate was terrible. I was thinking about going back to corporate."
Then Michael discovered Scale Smart Leaders.
"The fact that they would handle all the marketing and member acquisition was a game-changer for me. I could focus on what I'm actually good at—helping CEOs solve complex business problems."
Within four months:
Michael's advisory group had 11 manufacturing CEOs
Monthly recurring revenue: $22,000
Time spent on marketing: Zero hours
"This is the business I always wanted but didn't know how to build," Michael says.
Jennifer's Scale: From One Group to Three
Jennifer was already running a successful coaching practice when she joined Scale Smart Leaders. She was intrigued by the peer advisory model but skeptical it would work in her niche (healthcare executives).
"I thought healthcare leaders were too busy for monthly group meetings," Jennifer admits. "I was wrong."
Her first group filled to 12 members in 14 weeks. Six months later, she launched a second group. A year after that, a third.
Today, Jennifer runs:
Three peer advisory groups (38 total members)
Monthly recurring revenue: $76,000
Time investment: 40 hours per month (across all three groups)
Annual revenue: Over $900,000
"The Scale Smart Leaders system is completely replicable," Jennifer explains. "Once you've done it once, launching additional groups is straightforward. And because the model is so leveraged, I can run three groups in less time than I used to spend on 15 one-on-one clients."
The Hidden Benefits of Peer Advisory Groups Nobody Talks About
Beyond the obvious financial and lifestyle benefits, there are several unexpected advantages to the peer advisory model:
1. Deeper Relationships and More Meaningful Work
When you work with the same group of executives month after month, year after year, you develop deep relationships that are incredibly rewarding.
You're not just a hired coach—you become a trusted advisor, a confidant, and sometimes even a friend.
"I know my members' businesses better than they know them sometimes," one Scale Smart Leaders coach told us. "I've been with some of them for four years. I've seen them through acquisitions, family crises, business pivots, and major wins. That depth of relationship is something I never had with one-on-one clients who came and went every 6-12 months."
2. Continuous Learning and Growth
Facilitating peer advisory groups makes you a better coach.
Every meeting, you're exposed to 10-15 different businesses, industries, and challenges. You learn about problems you've never encountered. You see solutions you'd never have thought of.
"I've learned more from facilitating my advisory group than from any coaching certification or training program," another coach shared. "The collective intelligence in the room is incredible, and I'm constantly expanding my own thinking."
3. Referrals and Business Development on Autopilot
When you deliver exceptional value to a group of well-connected executives, referrals happen naturally.
Members refer their peers. They hire you for consulting projects. They bring to speak at their industry conferences. They introduce you to other potential members.
"I haven't done any outbound marketing in two years," one coach told us. "My advisory group generates all the referrals and opportunities I need. Members are my best salespeople."
4. Recession-Proof Business Model
During economic downturns, one-on-one coaching is often one of the first expenses executives cut.
But peer advisory groups? They become more valuable during tough times.
"When the economy gets challenging, my members lean on the group even more," a Scale Smart Leaders coach explained. "They need the support, the ideas, and the accountability. I actually had zero churn during the 2020 pandemic. In fact, I added members because people needed community."
5. Exit Strategy and Business Value
A roster of one-on-one clients has almost zero business value if you ever want to sell or transition your practice.
But a well-run peer advisory group with long-term members, proven systems, and recurring revenue? That's a valuable asset.
"I'm not planning to sell anytime soon," one coach shared, "but it's nice to know that I'm building something with real enterprise value. If I ever want to exit, I have options."
Common Objections (And Why They're Wrong)
"I'm anvert. I don't think I'd be good at facilitating groups."
This is one of the most common objections we hear, and it's based on a misunderstanding of what group facilitation actually requires.
Great facilitation isn't about being the loudest voice in the room or commanding attention like a keynote speaker. It's about:
Asking thoughtful questions
Creating space for others to share
Listening deeply
Guiding conversations productively
Reading dynamics
Introverts often make the best facilitators because they're naturally skilled at listening and creating space for others.
Plus, the Scale Smart Leaders system provides detailed facilitation guides that tell you exactly what to say and do at each stage of the meeting. You're not winging it.
"What if I can't find enough qualified members?"
This objection makes sense if you're planning to recruit members yourself.
But remember: Scale Smart Leaders does the recruiting for you.
Our Fractional CMO and Sales Advisor have filled hundreds of advisory groups across dozens of industries and markets. We know how to find qualified executives, even in niche markets.
Plus, you'd be surprised how many high executives are actively looking for peer advisory opportunities. The demand is there—most coaches just don't know how to tap into it.
"My market is too small. There aren't enough executives in my area."
Two responses to this:
First, you'd be surprised. Even in mid-sized cities, there are usually hundreds of potential members who fit your ideal profile.
Second, advisory groups don't have to be local anymore. The pandemic proved that virtual peer advisory groups work exceptionally well.
Many Scale Smart Leaders coaches run national or even international groups. Geography is no longer a limiting factor.
"I'm worried about group dynamics and conflict."
This is a valid concern, and it's why member selection is so critical.
The Scale Smart Leaders team carefully screens every prospect to ensure:
They're emotionally mature and self-aware
They're genuinely interested in learning from peers (not just networking)
They're not in direct
They align with the group's values and culture
We also provide you with conflict resolution frameworks and facilitation techniques for handling the rare situations when tensions arise.
In our experience across hundreds of groups, serious conflict is extremely rare when members are properly vetted and group norms are clearly established.
"What if members leave after a few months?"
Member retention in peer advisory groups is dramatically higher than in one-on-one coaching—but it's not 100%.
Some members will leave due to business changes, reloc constraints. That's normal.
The key is having a continuous recruitment pipeline so you're always adding new members to replace the occasional departure.
The Scale Smart Leaders team doesn't stop recruiting once your group is full. We maintain a waitlist of qualified prospects so you can fill openings quickly.
Plus, when you're delivering exceptional value, most members stay for years. Our average member tenure is 3.5 years.
The Future of Coaching Is Already Here
The coaching industry is splitting into two camps:
Camp 1: Coaches stuck in the old model—trading time for money, constantly marketing, struggling to differentiate, and hitting income ceilings.
Camp 2: Coaches who've embraced the peer advisory model—leveraging their time, creating deeper impact, building sustainable businesses, and enjoying the work again.
Which camp do you want to be in five years from now?
The coaches who thrive in the next decade won't be the ones with the biggest Instagram followings or the flashiest personal brands.
They'll be the coaches who create genuine transformations, build deep relationships, and structure their businesses for sustainability.
That's exactly what Scale Smart Leaders helps you do.
Your Invitation to Join the Movement
If you're an experienced B2B coach who's ready to:d a more leveraged, sustainable business model
✅ Create deeper impact with high-level executives
✅ Generate predictable six-figure revenue without the marketing grind
✅ Work 10-15 hours per month instead of 60
✅ Future-proof your practice against AI and commoditization
Then it's time to explore the Scale Smart Leaders peer advisory system.
We're not for everyone. Our system works best for coaches who:
Have at least 2-3 years of B2B coaching experience
Currently work with (or want to work with) executives and business owners
Are coachable and willing to follow a proven system
Want to build something sustainable, not just chase quick revenue
If that's you, here's what to do next:
Step 1: Complete the Application
Visit ScaleSmartLeaders.com and fill out the short application form. This helps us understand your background, your goals, and whether our system is right for you.
Step 2: Schedule a Strategy Call
If it looks like a potential fit, we'll schedule a 45-minute strategy call where we'll:
Review your current business model and challenges
Show you exactly how the peer advisory system would work in your specific niche
Answer all your questions about implementation, support, and pricing
Determine together whether this is the right move for your business
There's no pressure, no hard sell. Our goal is to help you make an informed decision.
Step 3: Join the Scale Smart Leaders Community
If we both agree it's a good fit, you'll join our community of high-performing coaches who are building the future of the coaching industry.
You'll get:
The complete Corporate Advisory Group System
A dedicated Fractional CMO and Sales Advisor to fill your group
A Client Service Advisor to handle operations
Ongoing training and support from Breven Thomas and the Scale Smart Leaders team
Access to a community of coaches who are on the same journey
The Choice Is Yours
You can keep doing what you're doing—working hard, marketing constantly, hoping next month will be better.
Or you can join the growing movement of coaches who've discovered a better way.
The peer advisory model isn't the future of B2B coaching. It's the present.
The question is: how long will you wait to embrace it?
Ready to Build Your Peer Advisory Practice?
Visit ScaleSmartLeaders.com today to complete your application.
Spaces are limited because we're committed to providing exceptional support to every coach in our network.
Don't spend another year on the marketing treadmill. Build the leveraged, sustainable coaching practice you deserve.
Welcome to Scale Smart Leaders—where B2B coaches build the future, one peer advisory group at a time.
About Scale Smart Leaders
Founded by Breven Thomas, Scale Smart Leaders is revolutionizing how B2B coaches build sustainable, profitable practices. Our Corporate Advisory Group System has helped hundreds of coaches transition from the time-for-money trap to leveraged, high-impact peer advisory facilitation.
We believe coaches deserve to spend their time coaching, not marketing. Our proven system, dedicated support team, and thriving community make that possible.
Scale Smart Leaders Worldwide Headquarters
9200 W 191st St, Mokena, IL
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