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Is your team working together toward a clear agency vision? Do you trust your team and effectively delegate? Do the agency leaders also know how to delegate in order to scale the agency?  The agency owner is the Visionary and needs an effective operations leader to align the team with the vision by holding them accountable and having hard conversations. Today's guest is an Agency COO offers insight into an operator's role in keeping the team focused on the agency owner's vision.

Zach Montroy is the founder of The Intention Collective, a company that offers strategic planning, growth acceleration, workshops, and leadership coaching for entrepreneurs. As an agency COO, he is passionate about helping companies grow and evolve into high-functioning, high-impact organizations. Today he talks about how agency owners can hold their team accountable and make sure everyone’s rowing in the same direction to get their the destination faster and easier.

In this interview, we’ll discuss:

  • Do you need more employees or better delegating skills?
  • Why effective delegating begins with the agency vision.
  • Operations leaders keep agency Visionaries more focused.



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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out and get 10% off for the first three months of service.


Do You Need More Agency Employees or Better Delegation Skills?

To Zach, one of the biggest obstacles for agency owners is clarity on how to hold people accountable. As leaders, we carry a huge weight on our shoulders and often think the answer to managing workload is hiring more people on the team. However, it all comes down to how they are delegating, holding people accountable, and driving clarity.

Hiring more people can become the default response to a increased workload. However, if you were to examine your team’s capacity, you would probably find faults with delegating and clarity that is costing them time. Fixing these issues leads to more work getting done without the need to make new hires. Furthermore, oftentimes we convince ourselves that it’s easier and faster to just do things on our own. You may think “It’ll take me 15 minutes to do it myself but an hour to explain it to someone else.” The problem is that if we multiply that times 20 or 50 now all our time is going to things other people could be even doing.

Agency owners should start by auditing their time for one or two weeks to catch how much they’re spending on low-level tasks. Ultimately, those 15-minute tasks add up to 10-15 hours a week that should be delegated to someone else. As an entrepreneur, is this the most effective use of your time?

Effective Delegating Begins with the Agency Vision 

Cutting down on tasks that are just draining you and taking away time from setting the vision for the agency reflects on your culture. Moreover, it’s very likely that there are people on your team who find joy in some of these tasks. It takes a lot of self-awareness to know which tasks to delegate and do it wisely.

Identifying the things you need to do in the business goes beyond just wanting to scale. Instead, think about what you would need to do to 20x the business. There are probably two or three big things you should be focusing on. Everything else you should delegate.

Ultimately, a clear vision makes all the difference in achieving your goal. Without a clear vision, your team is just working on what they think is important. It's like your team is together in the same boat but everyone will be rowing in a different direction.

This is a result of not dedicating enough time and energy to being a leader. As the agency leader you set the boat on it's course and everyone else to follows.

Do you know what your destination is? You need to define where you’re going as well as why and how you’re going to get there.

Why Every Visionary Needs an Operations Leader

Being an agency Operations leader requires a particular skill set. When you’re leading an agency it’s your responsibility to keep everyone focused. It’s the Visionary’s job to be thinking in terms of the agency’s future three, five, or ten years down the road. If they’re not doing that, it won’t grow and scale. In that sense, the Operatorations leader's job to determine what’s best now and establish a working strategy to follow.

The Operations leader indicates how to align people behind the vision so that it becomes more than just an idea. They also establish priorities and make the hard decisions. If this leader is doing their job, they’ll probably say at some point “If we say yes to this then we have to say no to this other idea.”

This may create a notion that operations are constantly saying no to the Visionary’s ideas. That’s not the case. They do say yes to things but they usually have to say no to something else.

How Can You Hold Your Team Accountable to the Agency Vision?

Pursuing the same goal as the company comes down to how you are holding people accountable. What does accountability look like? Zach says it comes down to clarity. People have to have deep clarity in their roles and contributions. The agency is investing in them and giving them trust to perform the job.

Finally, when it comes to accountability, leaders need to have the ability to have hard conversations. Facing issues with the team head-on and with empathy will help you develop as a leader. The more a leader is willing to hold their team accountable, the less they actually have to do it. They’ll do it for themselves. Avoiding uncomfortable accountability conversations only leads to a lack of accountability.

Do You Want to Transform Your Agency from a Liability to an Asset?

If you want to be around amazing agency owners that can see what you may not be able to see and help you grow your agency, go to Agency Mastery 360.  Our agency growth program helps you take a 360-degree view of your agency and gain mastery of the 3 pillar systems (attract, convert, scale) so you can create predictability, wealth, and freedom.