Exit with Success: Starting with the End in Mind
Johnson Consulting’s Jake Johnson to Present on Succession Planning at the CANA Convention
WHEELING, IL—A funeral home is more than a business—it’s a legacy. But what happens when it’s time to pass the torch? This August 6-8, at the Cremation Association of North America (CANA) 107th Annual Cremation Innovation Convention, Jake Johnson, President & CEO of Johnson Consulting Group, leads a motivating session. Exit with Success: Succession Planning and Your Business is designed to help funeral professionals take charge of their future, their value, and their exit strategy.
Succession planning is often delayed until it’s too late, but this session brings it front and center—highlighting how proactive planning and strategic decisions today can unlock the full enterprise value of your business tomorrow. Whether you plan to transition ownership within your family, sell, or simply future-proof your firm, this information is essential for owners, managers, and key stakeholders alike.
“Whether it’s how you move up in your own career or how you succeed within your own business, succession planning to me means you use the name literally and start with the end in mind,” explains Jake. “Succession planning’s very important. You can’t start early enough. You should always be working on it. That way, when you get to the end, you’re right where you wanted to be.”
A respected leader with hands-on experience in both independent and corporate funeral service operations, Jake Johnson will break down the practical steps to building value and driving success across your team—from leadership to frontline employees. Attendees will walk away with a clear understanding of the “why” behind every business move and how to create tangible outcomes from service-based work.
Jake’s dynamic career spans roles in corporate development, funeral home management, and business ownership—bringing an invaluable perspective to this critical topic. His session will equip attendees with the insights and tools they need to lead with intention and exit with confidence.
The CANA Convention program offers practical strategies to transform your business practices:
- In the keynote, Joan Fox, President of Inspired Solutions, asks Are You Creating or Killing Customer Loyalty?, and shares why customer satisfaction is an inadequate goal, how company culture and customer loyalty are connected, and what strategies measure customer loyalty to grow your business.
- Take a close look at Ethics in Cremation: A Colorado Case Study with Faith Haug, Program Director of Arapahoe Community College Mortuary Science Program, and explore three pivotal cremation cases and how they directly influenced Colorado’s funeral service laws and public trust.
- Two experts take the stage to share Data-Driven Digital Marketing Fundamentals with advice to build your business. Scott Jensen, Co-owner of FirstCall Marketing, offers Steps to Take to Know If Your Marketing is Working or Not. Then, Zack Moy, Co-founder/CTO of Afterword, guides you through The Efficient Funeral Home: A Data-Driven Look at Technology Implementation.
- In Historic Cemeteries Facing the Future, Regina Harrison, Director of Sales of Mount Auburn Cemetery, shares how to think creatively with options for cremation memorialization—whether you’re managing historic grounds or guiding families through end-of-life choices.
- Barbara Kemmis, Executive Director of the Cremation Association of North America and Chance Parker, Chief Research Officer of Fortitude Research + Marketing, present the Cremation Practitioner Benchmarking Study of insights into current practice and provides strategies to address future challenges.
What could be better than what’s happening on the CANA stage? It might be the backdrop! The Convention hotel is the Arizona Biltmore which offers seven relaxing pools, five appealing shops featuring hand-curated pieces, three unique dining experiences, two picturesque golf courses, and one award-winning spa and salon – plus two iconic bars where you can revel in a tequila sunrise. You’re invited to explore, to discover, and to feel inspired by the colors, culture and the captivating energy of the Valley of the Sun. Make your reservation now at canarooms.com.
To make the most of the resort experience, the CANA Convention schedule is revamped so you can enjoy all that Phoenix has to offer in the cool desert nights and mornings. First is a 9-hole scramble on The Estates Course at the Arizona Biltmore Golf Club with an 8am shotgun start. Not a golfer? Take in the scenery with the Arizona Biltmore History Tour to explore the bold Frank Lloyd Wright-influenced architecture, get the scoop on historic celebrated guests, and view the meticulous restoration. Moving at a different speed? Put relaxation first and take a yoga class or book your appointment at the award-winning Tierra Luna Spa and Sol Garden. Or take advantage of the resort pools open around the clock.
Success isn’t just about luck; it’s about preparation and perseverance. By working hard, you can create your own “luck” and ensure a thriving future for your business. Join Jake Johnson at CANA’s 107th Annual Convention this August 6-8, 2025. Special rates are available for teams to learn, grow, and implement strategies together. Plus, the schedule is redesigned to ensure you can explore the Valley of the Sun in the cool mornings and evenings and fully savor the networking and learning in the air-conditioned Convention hall during the heat of the day. Visit cremationassociation.org/CANA25 to learn more and register today!
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About CANA
Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,700 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.
