AEP is the 54 days that define your year. The agencies that win don't wing it — they follow a battle plan. This template walks you through the exact 90-day preparation timeline, broken into three 30-day phases.
Phase 1: 90 Days Out (Mid-July) — Systems & Infrastructure
Your goal in this phase is to have every system locked, tested, and ready. AEP is not the time to be building infrastructure.
- ☐CRM configured with AEP-specific pipelines and tags
- ☐Lead sources identified and integrated into CRM
- ☐AI follow-up automations tested with sample leads
- ☐Annual review campaigns running for existing clients
- ☐Phone system with missed-call text-back active
- ☐Calendar and scheduling system tested for high volume
- ☐Compliance templates reviewed and approved
- ☐Reputation management system ready to request reviews post-enrollment
Phase 2: 60 Days Out (Mid-August) — Team Preparation
Your goal in this phase is to have every agent trained, rehearsed, and ready to execute at full capacity.
- ☐Every agent trained on CRM, pipelines, and AEP workflow
- ☐AEP sales scripts rehearsed and role-played
- ☐Compliance training completed for all agents
- ☐Roles defined: inbound, outbound, reviews, support
- ☐Capacity planning: leads/day per agent, max appointments/day
- ☐Backup plan for agent absences or overload
- ☐Daily huddle schedule set for AEP duration
- ☐Performance metrics and KPIs defined for each agent
Phase 3: 30 Days Out (Mid-September) — Campaign Activation
Your goal in this phase is to have marketing campaigns live and generating leads before the rush starts.
- ☐T65 campaigns running for prospects aging into Medicare
- ☐Existing client review campaigns in full swing
- ☐Facebook and digital ad campaigns live and generating leads
- ☐Referral campaigns asking happy clients for introductions
- ☐Lapsed client win-back campaigns targeting quiet prospects
- ☐Seasonal surge email campaigns scheduled and ready
- ☐Landing pages tested and optimized for conversion
- ☐Lead flow tested end-to-end: form → CRM → AI follow-up → appointment
During AEP: Daily Execution
- ☐Morning huddle: review yesterday's numbers, today's priorities
- ☐Check live scoreboard: leads in, appointments set, enrollments closed
- ☐Monitor speed-to-lead: every lead contacted within 5 minutes
- ☐Identify bottlenecks and redirect resources in real time
- ☐End-of-day debrief: what worked, what didn't, what to adjust tomorrow
Follow this battle plan and you'll walk into AEP with systems running, agents trained, and campaigns generating leads. That's how record-breaking AEPs happen — not by hoping, but by preparing.