XPX Northern California
At XPX, effective exit planning is built on collaboration, experience, and a commitment to putting clients first. In this member spotlight, we spoke with Martin Johnson of Sagemark Consulting about comprehensive planning for business owners in transition, the power of coordinated advisory teams, and what sets XPX apart from other exit-planning organizations.
Taking a Serve-First Approach to Exit Planning
Martin has spent more than 25 years in the financial services industry, specializing in comprehensive financial planning for business owners navigating succession, liquidity events, and complex transitions. Based in San Ramon, his work spans family successions, third-party sales, tax strategy, and estate planning—often all at once.
What drew Martin to Sagemark Consulting was its long-standing “client first” philosophy. “I wanted to be in a planning organization that had a fiduciary philosophy and put the client’s interest first and foremost,” he explained.
That fiduciary mindset continues to shape his work today. Rather than replacing existing advisors, Martin often steps in to coordinate them. Most of their clients already have advisors, with Martin explaining that “typically that planning is done by different advisors at times over the years, and things aren’t working in conjunction or collaboration with each other.”
His role is to step back and look at the full picture (business planning, tax strategy, estate planning, investments, and insurance) on a cross-disciplinary basis. That’s where he can identify gaps, missed opportunities, and where things aren’t working well together.
Why Coordination Delivers Outcomes
For Martin, success in exit planning depends on collaboration and accountability across the advisory team. “You can’t be an expert in everything,” he said. “You need to collaborate, and you need to know enough about the other disciplines to ask the right questions.”
That coordination can have a dramatic impact on outcomes. In one engagement, Martin worked with a team of advisors, including CPAs, attorneys, and investment professionals, to help a founder transition a highly successful technology company. Originally planned as a family succession, the strategy shifted to a third-party sale when circumstances changed.
By adjusting the plan along the way, the team significantly reduced estate taxes, managed capital gains exposure, and incorporated charitable strategies. “Everyone brought their best ideas to the table,” Martin said. “That’s how you get the best result for the client.”
He also emphasized how difficult the exit process can be for owners who try to go it alone. “They’re great at running their business,” he said. “But they have no idea how to sell a business or position it for maximum value.”
In one notable case, a business owner received an initial $15 million offer by approaching a competitor directly. By taking the company to market and creating competitive tension, Martin and the advisory team ultimately helped secure a $59 million sale. “That’s the value of having the right team,” he said.
Building XPX Northern California
Martin was instrumental in launching the XPX Northern California chapter, working alongside fellow founders to build it from the ground up. “There was no presence of the exit planning exchange in California at the time,” he recalled. But by pulling together the right people and expertise, they were able to build a really strong chapter.
Since then, XPX NorCal has become a trusted network for collaboration and learning in the region. “Every meeting, I learn something new and meet somebody new,” Martin said. “I’ve met so many good professionals that have added to my panel of people that I can bring to bear when I work with my clients.”
What Makes XPX Different
With experience at other exit-planning organizations, Martin is clear on what sets XPX apart. “XPX is different because it’s not dictated by a parent organization of what we have to do and how we have to do it,” he said.
Instead, XPX chapters are locally governed and member-driven. “We control the content. We control who we let in as members based on their qualifications,” he explained. He went on to highlight the ability to tailor the programming, saying, “We can do educational events for our members. We can do outside events for the greater business owner community.” The flexibility allows XPX Northern California to focus on meaningful education, real-world case studies, and collaboration that directly benefits clients.
https://www.youtube.com/watch?v=Gv5JVsB5Q60
A Life Beyond the Office
Outside of work, Martin has embraced a slower pace. He enjoys time at home, reading, watching movies, and reflecting on a life filled with travel and adventure. He’s also a vegan and self-described homebody these days.
And in a surprising twist, Martin once tried his hand at stand-up comedy. “I actually did a number of performances,” he said with a laugh. “It’s a hard path—but it was fun.”
Interested in learning more about XPX Northern California or becoming a member?
XPX brings together experienced advisors across disciplines to help business owners achieve better exit outcomes—through collaboration, experience, and shared purpose.
Disclaimer: Securities offered through Osaic Wealth, Inc , member FINRA/SIPC. Investment advisory services offered through Sagemark Consulting, a marketing name for Osaic Wealth, Inc. Osaic Wealth, Inc is separately owned and other entities and/or marketing names, products or services referenced here are independent of Osaic Wealth, Inc.
