Is your team leveraging AI beyond basic content creation? Did you know your sales process can be more efficient with the help of AI? While many agencies focus on AI's obvious applications, today's guest reveals a more innovative approach: using artificial intelligence to mine the wealth of unstructured data generated during sales interactions. By capturing and analyzing these often-overlooked conversations, his agency has discovered valuable insights that are transforming their sales process. In our fascinating discussion, we'll explore how AI is revolutionizing not just data analysis, but the entire advertising landscape. This interview is an in-depth conversation about the convergence of technology, community building, and cutting-edge marketing strategies.

Andrew Eklund is the founder and CEO of Ciceron, a digital agency that excels at amplifying brands by creating bespoke audiences and activating them in the places they are. He shares insights from his journey in the digital landscape, starting from the dawn of the public internet and his early experiences with AOL. He discusses the evolution of his agency from his first clients to now specializing in applying advanced AI to audience segmentation and modeling, and shares what he predicts will and won’t change about our current use of AI in advertising and sales.

In this episode, we’ll discuss:

• Turning sales conversations into strategic assets with AI.

• Why unlocking the capabilities of AI requires engagement.

• Harnessing AI for sales success.

• How AI could change advertising for good.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Educating Clients to Embrace New Technology

Andrew’s pioneering spirit led him to start his agency almost thirty years ago at the dawn of the public internet, back when a digital agency basically set up people’s first email address and websites.

Starting out when people still didn’t know very much about the internet, Andrew often had to overcome skepticism about the viability of online business. His determination to prove that people would eventually embrace e-commerce, despite widespread hesitance to share credit card information online, led him to establish IndieSonic, one of the first independent music online portals. This venture not only validated his predictions but also provided a tangible example to clients of the digital marketplace's potential.

Even with this willingness to engage clients in e-commerce during a time of skepticism, it took many years for most to start embracing it. During the dotcom crash, many predicted the internet's demise and a return to traditional business models. Yet ironically, this period coincided with the emergence of today's tech giants, who would ultimately transform the digital landscape forever.

Turning Daily Sales Conversations into Strategic Assets

Back in 2022, when ChatGPT 3.5 came out, Andrew gathered his team and explained that whatever the future with AI was, they had to be all in on it. To him this was without a doubt the direction things were headed as soon as the technology became available.

He wanted his team to be prepared for a future where platforms like Google and Meta would have features to basically automate their jobs. Instead of rejecting that future, they should embrace it before clients did.

Initially, his team used ChatGPT in the obvious ways, like creating the ad copy. However, it wasn’t the most exciting way to use this technology. Andrew wanted to put it to work in areas where humans struggled so he focused on using it on the often-overlooked and unstructured data generated during human interactions, particularly in sales environments.

When salespeople engage with clients, they gather valuable insights about customer perceptions, needs, and preferences—information that is rarely documented in formal data sets. This intellectual capital, if left unharvested, evaporates daily, representing a missed opportunity for organizations to refine their strategies and improve their offerings.

Now Andrew’s team has implemented a system known as the "intelligence hub," which serves as a central repository for various data sources, including recordings of sales calls. By utilizing AI to analyze these recordings, he can extract meaningful insights that inform sales training, marketing strategies, and product development and captures intellectual capital to transform it into actionable intelligence that drives business success.

Why Experimentation is the Key to Unlocking the True Capabilities of AI

Like many of these AI innovations ChatGPT seems to have gone down in quality over the past year. AI models are not static entities; they require active engagement and adaptation to deliver meaningful results and while it can process vast amounts of data, the quality of its output is heavily dependent on the input it receives and the manner in which queries are structured.

Andrew's approach to these language models is to address them like he would any employee and letting them know they’ve failed at effectively answering a prompt, so it’ll record that failure and provide better results next time.

Moreover, his perspective on the integration of AI models is that there’s no need to stick to just one when they each have varying capabilities. Models like Llama and Gemini offer superior integration with platforms like Google Drive, but may also lack essential features. Hence, businesses must remain agile, willing to explore different models and their functionalities to find the best fit for their specific needs.

Don’t shy away from experimenting with different setups and integrations, especially if you run a small or medium-sized business and don’t have a deep IT infrastructure. Maintain an open mind towards the evolving capabilities of AI. Many users may dismiss a model based on a single poor experience, failing to recognize that AI technology is continually advancing. The technology will get better with time and, meanwhile, remember that longer, more nuanced prompts yield better results and experimentation is the key to unlocking the full potential of AI tools.

Harnessing AI for Sales Success

One area where not enough agency owners are using AI to improve their agency’s performance is sales, where they can use AI insights to significantly enhance the efficiency and effectiveness of the sales processes.

One of the primary advantages of utilizing AI in sales is its ability to analyze vast amounts of data to identify patterns and trends that human analysts might overlook. Sales managers can employ AI to examine recorded sales calls alongside performance metrics from CRM systems like Salesforce. This way, your team can analyze which calls led to conversions and which did not and sales leaders can gain insights into effective communication strategies and customer preferences.

Moreover, AI can assist in filtering and analyzing leads more effectively so sales teams can prioritize their outreach to those with the highest likelihood of conversion, thereby improving overall efficiency.

The Future of AI and Data Privacy

Since the 1990s, when Andrew began helping businesses establish an online presence, he has encountered a common concern among clients - the fear of exposing sensitive information on the internet, where competitors could access and leverage it.

However, as clients learned the importance of SEO and realized their lack of content was hindering website traffic, they became more willing to embrace digital marketing strategies.

Looking ahead, Andrew foresees a future where AI models could replace traditional search engines. Instead of searching, consumers will rely on AI assistants that not only answer queries but also provide relevant context.

As AI-driven insights become more prevalent, often informed by user-generated content rather than brand narratives, companies will have greater incentives to share their data with these models.

Yet, Andrew cautions that not all information should be openly shared with AI. He advocates for the use of private AI platforms, where companies can download and apply open-source models like Llama to their internal networks. While this is not yet widespread, Andrew believes it represents the future of AI-driven business intelligence.

Will People See Less Advertisement?

In Andrew’s opinion, people will continue to be bombarded by advertising for the time being. While advertising agencies must reach their audience, they should do so without being intrusive. He points to Instagram as a successful example, where users actually embrace advertising because of its relevance to their interests. The platform's ability to understand user preferences and recommend desired products has transformed it into a shopping destination, delivering real value to consumers.

Looking ahead, Andrew predicts that over the next five years, AI will revolutionize the economics of advertising. This technology will enable more precise targeting at current cost levels, shifting the focus from broad, low-quality impressions to highly targeted advertising aimed at the individuals who matter.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

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Have you mastered the art of always obtaining the client's budget? Are you ready to elevate your pricing strategy and focus on quality over quantity? There are certain things that will only get easier with experience. Yet, all agency owners should be aware of how crucial it is to adapt your pricing model and client acquisition strategy to ensure long-term success. Today’s featured guest started his agency in 1997 and has learned a lot about the milestones that changed his agency’s growth path, the things that had to change along the way, and why continuous improvement and evolving capabilities are the best way to adapt to a changing market. Tune in to learn more about the challenges and triumphs of building a successful agency, the pricing strategies that have kept his agency afloat, how he is navigating a recent acquisition, and the improvements yet to be made to cement his agency’s brand.

James Pietruszynski is the CEO of SoulSight, a full-service brand design agency that collaborates with partners to deliver visionary work with a soulful approachability. With 27 years of experience, James shares insights into the evolution of his agency. He reflects on the milestones that have defined his growth journey, the lessons about understanding the value you bring to clients to grow beyond a certain point, what he’s learned from a recent acquisition, and more.

In this episode, we’ll discuss:

• The factors that drove his agency acquisition.

• Strategies to create sustained agency success.

• Why you should be raising prices instead of taking on new clients.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.

Continuous Improvement, Acquisitions, and Evolving Capabilities as the Pillars of Enduring Success

Currently running an agency that is well over the eight-figure mark, James looks back on starting in 1997 and the many milestones that mark this journey, measured primarily through the caliber of clients and strength of brand relationships. One of their first big moments was winning major client Molson Coors, which marked their entry into the realm of Fortune 100 brands.

This initial breakthrough catalyzed the agency's expansion as they continued to grow with a focus on client retention, with some client partnerships spanning two decades, a testament to their commitment to excellence.

As a team, they set their long-term goals through a three-year planning process, where they anticipate potential challenges and identify opportunities for growth. They evaluate what they know and make predictable assumptions of what may happen and then focus on things that need to change and improve to be more efficient.

At the heart of their continued success lies a commitment to evolution and adaptation. James regularly assesses internal capabilities and actively seeks opportunities for enhancement, whether through restructuring creative teams, streamlining operations, or pursuing strategic acquisitions. A recent example is their acquisition of a wellness-focused brand design agency—a strategic move that not only expands their service portfolio but also strengthens their ability to meet clients' changing needs.

Chemistry and Retention as Factors Driving an Agency’s Acquisition Strategy

When acquiring another agency, always take the time to ensure that the values, mission, and vision of both organizations align. For James, chemistry and retention were the most important elements he looked for in an ideal partner, not only for a successful acquisition process but also to foster long-term relationships that drive sustainable growth.

If this chemistry extends beyond just the leadership and through the entire organization, it will influence how teams interact and collaborate post-acquisition, ensuring a smoother transition and integration. As to the second element, Jim was looking for an agency demonstrating five to seven years of client retention.

When it came time to negotiate the purchase, he favored an earn-out model, which has proven consistently effective in his experience. For the most part, he found that the agency partners and leadership team had no problem sticking around after the purchase to help grow the agency so he worked with the leadership team to structure a deal that included both upfront cash and performance-based incentives to ensure they remained motivated to grow the business.

Although it’s not for everyone, for James this model not only protects the acquiring agency’s investment but also fosters a sense of shared purpose and commitment among the teams involved. It reinforces the idea that both parties have a stake in the ongoing success of the agency, thereby enhancing retention on both sides.

Leaving Behind RFPs to Create Sustained Agency Success

Although RFPs were more credible twenty years ago and their first big break with Molson Coors did come as the result of a well-put-together RFP, James believes currently most of their business comes organically through relationships.

By this point in his agency’s growth the team doesn’t participate in many RFPs a year. Agencies nowadays dare to say no to most RFPs, which can serve as a jump-off point to sell a foot-in-the-door strategy and stand out from anybody that is just wasting time preparing that RFP. With this, you’ll already be on their radar and they’ll be much more likely to pay for your services again.

On the other hand, he does acknowledge his agency could be a brand name by now had they focused more on their own marketing to build their reputation. As the work poured in, client work would always take priority, leaving them less and less time to even plan their own marketing strategy.

The challenge of balancing client work with internal marketing efforts is a double-edged sword. Focusing on client needs is no doubt essential for immediate business success; however, neglecting self-promotion can create bottlenecks in growth and limit the agency's visibility in a competitive market.

Jim is now more focused on putting a renewed effort into the agency’s marketing, starting with its website. This will always be a challenge for agency owners but try to not fall into the trap of becoming so client-centric that they lose sight of their own brand identity.

The Art of the Budget Conversation: How to Set Realistic Expectations

Jim prefers to charge hourly rates, which in his view reflects a commitment to transparency and accountability in pricing. Hourly billing can provide clients with a clearer understanding of the time and resources invested in their projects, reinforcing the value delivered. However, it also necessitates that agencies effectively communicate the rationale behind their rates and the expected outcomes, so clients feel confident in their investment.

Obtaining a clear understanding of the client's budget is a critical, yet often overlooked, part of the process. When agencies inquire about budgets upfront, they are frequently met with reluctance, which may stem from the client's desire to gauge the agency's pricing structure without revealing their own financial limitations. In these situations, ask for a budgetary range, even if the client is hesitant to provide specifics. This at least gives the agency a general sense of the client's spending intentions, allowing them to tailor their proposals accordingly. Start with the biggest number “Do you want to spend $1 milion? 100K? 10K?”

Alternatively, present them a new option of buying a strategy session where you help them figure out their goals and gain more clarity. This way, you’ll be positioning yourself as an authority with this foot-on-the-door and they’ll be more likely to hire you once they’ve already established a client relationship.

If they can’t commit to do any of this then they might not be the best client for you, as they lack a basic understanding of what they’re willing to invest on the project. Establishing a budgetary framework early on is essential for setting realistic expectations and ensuring that both the agency and the client are aligned in their goals.

Strategies to Build a Sustainable Agency Business in a Post-Pandemic Landscape

In the aftermath of the COVID-19 pandemic, James has faced the challenge of agencies lowballing their prices far below what they should be charging. This has at times cost his agency business opportunities, with clients citing his agency's prices as too expensive. However, James recognizes that the right clients will always be willing to pay for the value his agency provides.

In fact, losing business because of price more often than not can be a sign that you’re not properly explaining your process. Work on explaining the results and success you can help bring clients and you’ll get them excited to pay your prices because they’ll recognize the value you’ll be bringing to their business.

Along with the price increases, growing your agency will also lead to taking on fewer clients than you did in previous years. There’s a misconception that agencies must double their client roster to achieve significant revenue increases. Instead, focus on acquiring fewer clients but at higher price points. You’ll get to this point by concentrating your efforts on that your agency truly excels at to more effectively showcase your value.

Other than that, he has been focusing on streamlining processes, making informed decisions quickly, and building strong relationships with clients who can be brand champions within client organizations. This way, agencies can gain insights into pricing thresholds and client expectations so they can better serve their clients while also justifying their pricing structures.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you tired of the endless cycle of client demands and shrinking margins? Is your agency struggling to differentiate itself in a crowded market? How can you elevate your agency from a service provider to a strategic partner? Today's guest shares how he identified an untapped market opportunity that revolutionized his business approach and established his agency as a respected HubSpot and Shopify partner. His experience shows how focusing on internal brand strength, selective client relationships, and strategic pricing can transform an agency's profitability and market position and offers valuable insights for agency owners seeking to break free from the cycle of demanding clients and diminishing returns. Join us for an inspiring conversation about navigating career paths and the importance of adaptability in business.

Bob Afsari is the CEO and founder of Campaign Creators, a full-service digital marketing agency and HubSpot partner focused on helping their clients onboard and optimize their Hubspot environments. Bob shares his unconventional journey from studying neurobiology and working in molecular biology research to launching an agency in 2011. He reflects on the surprising turns of his career as well as expanding partnerships.

In this episode, we’ll discuss:

• Shifting from retainers to productization to redefine agency success.

• Finding the sweet spot between passion, skill, and value.

• Why too many choices kill agency sales.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Revolutionizing HubSpot and Shopify Onboarding

Bob's journey to agency ownership was anything but conventional. After earning a degree in Neurobiology, Physiology, and Behavioral Science, he initially planned to pursue a medical career. However, a brief stint in San Diego led him to make a sharp turn, ultimately opening his own agency in 2011.

Today, Bob's agency has become a HubSpot and Shopify partner, specializing in an area ripe for innovation – the onboarding process. Businesses purchasing HubSpot licenses, particularly the professional or enterprise versions, are required to undergo a mandatory onboarding that can be both cumbersome and costly, often taking up to 90 days and requiring significant financial investment.

Recognizing the pain points his clients were facing, Bob stepped in to revolutionize the onboarding experience. By productizing the process, his agency has created a more efficient and cost-effective model. Instead of the traditional 90-day onboarding, they offer a streamlined 20-working-day process, reducing not only the time commitment but also the overall cost by 20% compared to traditional onboarding services.

This innovative approach has allowed Bob's agency to carve out a unique niche in the market, catering to clients ranging from solo entrepreneurs to large corporations that are seeking a more seamless and accessible onboarding experience for their HubSpot and Shopify platforms.

A Product-Led Approach to Agency Profitability

Initially operating on retainers, Bob soon discovered that revenue growth didn't necessarily translate to increased profitability. Instead, it created a challenging cycle of constantly expanding the workforce to meet growing demands.

The traditional retainer model's limitations became increasingly apparent. Clients would pay for monthly hours without clear deliverables, creating uncertainty on both sides. This often led to awkward conversations about unused hours and rollovers, while agencies struggled with workload management and resource allocation.

Recognizing these challenges, Bob started to think of ways to make intangible marketing services tangible by productizing what they did and making sure there was a clear offering that empowered clients to engage with the agency in a way that suited their unique circumstances. This shift greatly helped eliminate the ambiguity.

Some clients preferred to take a gradual approach, while others sought comprehensive solutions immediately and productization allowed for this flexibility, enabling clients to choose how they wished to utilize the agency’s expertise.

As teams become more efficient in deploying these products, the agency can scale its offerings without compromising quality, ultimately leading to enhanced profitability.

Why Too Many Choices Kill Agency Sales

The shift to productized services requires a deep understanding of client needs and a commitment to delivering tailored solutions. Successful agencies not only productize their services internally but also present these offerings clearly to clients.

Bob noticed his team was more often than not racing towards a close. With the new process, they're now more focused on ensuring that clients fully understand the details of each deliverable, even if it's not their initial request. By creating a structured menu of services with defined deliverables and associated costs, agencies eliminate ambiguity and earn the client’s trust.

However, even with the right process, many agencies make the mistake of leaving clients to navigate a sea of options. Instead, take the initiative to guide clients through their options. Rather than overwhelming them with choices taking a consultative approach fosters trust and demonstrates the agency's commitment to understanding the client's unique challenges. Much like a skilled server at a restaurant helps patrons navigate a complex menu; an expert salesperson can streamline the decision-making process by offering targeted recommendations based on specific needs.

Ultimately, when both parties have a shared understanding of the project scope and expected outcomes, the likelihood of scope creep diminishes. The result is a more productive working relationship, where clients feel informed and engaged, and agencies can focus on delivering quality work without the constant pressure of changing requirements.

The Value Intersection: Finding Your Agency's True North

With years of collaborative learning and optimization, Bob has achieved a significant milestone: the ability to say no to the wrong clients. While this was once a challenge, he now realizes that the more he focused on his team's strengths, refining processes, and value-based selling the more saying no actually made him money in the end.

It's natural for new businesses to explore all sorts of opportunities. However, finding your niche involves identifying the sweet spot where passion, skill, and the ability to provide value intersect. An agency may possess passion and skills in a particular area, but without the ability to deliver measurable value to clients, it will struggle to thrive. The intersection of these three elements is where you’ll find your true value proposition.

Having a clear understanding of the agency offerings helps the sales team engage clients more effectively, setting the stage for successful collaborations. This clarity is essential, especially when considering the long-term growth potential of client accounts. If an agency cannot envision how to grow a client’s account, it raises questions about the wisdom of taking that client on in the first place.

Building a Strong Brand from the Inside Out

Agency owners often find themselves caught between client demands, competitive strategies, and the ever-changing technological environment. Amidst this chaos, do not overlook the importance not marketing yourself last. This happened to Bob, who at one point realized his agency was “the cobbler's son who doesn't have shoes". He got to work focusing internally to cultivate a strong brand identity and effectively communicate the agency's true value to clients and prospects.

It took a tremendous effort and focus to finally do it, basically reengineering the agency from the inside out but it’s what has allowed them to create a cohesive narrative that reflects their authentic identity and value proposition.

Additionally, strategic partnerships also play a critical role in authentic internal marketing, as is Bob’s experience with platforms like HubSpot and Shopify. These alliances not only enhance the agency's service offerings but also serve as a testament to its credibility and expertise. However, it is vital for agencies to remain vigilant about the longevity and stability of these partnerships, as reliance on a declining platform can jeopardize their growth.

Finally, Bob reminds agencies to help clients realize the critical importance prioritizing strategy over mere execution. While execution is essential, it should not be the sole focus of an agency's offerings. This shift from a transactional relationship to a strategic partnership allows agencies to provide greater value to their clients, ultimately leading to higher profitability and stronger client loyalty.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you cultivate a collaborative culture? Does everyone on your team feel empowered to contribute and share? That is the secret sauce that this guest has learned over the course of his time in the industry. Today’s featured guest will share common branding mistakes as well as how to brand with longevity in mind. His approach challenges common misconceptions about branding, revealing why many businesses falter from the start in their brand-building efforts. To him, the journey to building a successful brand hinges on the ability to validate ideas, fostering a culture of experimentation, and embracing the lessons learned from both successes and failures to navigate the complexities of the market with greater agility. Tune in for an enlightening conversation on the art of branding and fostering a collaborative culture.

David Frederick is the co-founder of Head Over Heels, an agency dedicated to helping brands and consumers build lasting relationships. He shares insights on the common misconceptions surrounding branding and emphasizes the importance of storytelling in creating authentic connections. Plus, he discusses the things people commonly get wrong about branding and consequently fail to convey a brand's essence and highlights the need for original, thoughtful branding strategies.

In this interview, we’ll discuss:

• Common branding mistakes.

• The key to brand longevity.

• Cultivating a collaborative culture as the key to creative success.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.

What People Get Wrong About Branding

Effective branding goes beyond surface-level aesthetics - it's about crafting a compelling narrative that resonates with consumers. However, David has observed that many brands, particularly on short-form media, often miss the mark when it comes to truly understanding and communicating their brand story.

The lack of a deep, nuanced grasp of branding can lead to content that fails to bring the brand to life. This is a critical misstep, as storytelling should be a central pillar in forging meaningful connections with the target audience. This storytelling approach fosters a two-way conversation, allowing consumers to feel involved in the narrative.

Ultimately, consumers are increasingly drawn to brands that authentically align with their values and experiences and creating these experiences will take a deep understanding of the brand’s core identity and a team that cultivates originality and embraces new ideas.

Cultivating Originality as the Key to Brand Longevity

Brands that fail to embrace originality risk becoming indistinguishable from their competitors, reducing their ability to attract and retain loyal customers. To cultivate originality, they must invest time in understanding their core identity. Branding has become formulaic when it should be about who you want to talk to specifically and how you want to address them. Instead, most brands want to follow trends like being on TikTok because it’s the popular thing to do, when their consumer might not even be reached on that platform.

Understanding the core identity of a brand involves thorough exploration of its DNA, including its mission, vision, and values. It requires asking the right questions: What do you stand for? Who is your target audience? How can you communicate your message in a way that resonates with that audience? The answers will help brands carve out a unique space in the market that reflects their true essence.

Cultivating brand originality is an ongoing process that requires a willingness to adapt. Ultimately, it all comes down to the product - no matter how compelling the brand story, a formulaic offering will struggle to gain traction. Once the brand's core identity and value proposition are defined, the focus should shift to aligning growth strategies with the brand's challenges and aspirations.

Identify your challenges and aspirations to form a clear vision of what you want for your business beyond “we want to grow”. For example, if a brand is already recognized within its niche but seeks to reach a broader audience, it should define what that growth looks like. Is it about increasing awareness, generating leads, or enhancing customer engagement? By clarifying these goals, brands can create a roadmap for their branding strategy.

The Art of Collaboration as the Secret to Creative Success

The ability to generate and execute innovative ideas is paramount in this industry, and to David something very much linked to team work. He recounts the time he worked on a commercial featuring Sarah Jessica Parker developing  the concept of a fragrance bottle. Initially, someone proposed the idea of the fragrance bottle going missing, leading to a series of creative developments that would capture the public's imagination.

The campaign was tremendously successful and exemplifies how a single idea can serve as a foundation for a larger narrative, but it is teamwork that enables this idea to flourish.

The team included members from various departments—media, public relations, and brand management—all of whom brought unique perspectives to the table. They had just one rule: no bad ideas, no buts. This diversity of thought allowed them to expand on the initial idea in ways that a single individual might not have envisioned.

By contrast, the creation of the Netflix model was about taking a bad idea and disproving it quickly, which helped them avoid the pitfalls of falling in love with a flawed idea.

Initially, the co-founders thought of renting VHS tapes through the mail. However, it seemed impractical due to the challenges of shipping bulky tapes. By the time DVDs came out, they decided to test the idea and were able to validate the concept within a day, allowing them to move forward with confidence. This rapid validation process prevented them from investing unnecessary time in a non-viable idea and set the stage for their eventual success.

In both cases, fostering a culture of experimentation helped these brands prioritize rapid validation and remain true to their core identity, which was the difference to not only stand out but also forge meaningful connections with consumers, ultimately driving engagement and loyalty.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What if the secret to finding exceptional agency talent lies in conducting fewer interviews? Finding exceptional talent is perhaps the most formidable challenge in running an agency. When hundreds of applications flood in, the absence of an efficient screening process can transform talent acquisition into an exhausting ordeal of endless resume reviews and interviews. The same is true for prospective clients. Do you have a process for screening them to see if they’re the right fit? Or do you find out too late that you’re working with the wrong ones?

Today's guests went have found success in both hiring and client retention by developing a filtering process that not only saves time but consistently identifies great matches. Listen in as they explore the highs and lows of running an agency, the impact on personal relationships, and their commitment to a "business for good" initiative.

Alex Melone and Andrei Marin are the co-founders of CodeCrew, an email marketing agency that works for the betterment of the world by driving real, sustainable, and exciting growth. They share their journey of starting an agency and reflect on the challenges of entrepreneurship, particularly the cutthroat nature of business that contrasts with their initial idealistic approach.

In this episode, we’ll discuss:

• Learning that a “bad fit” client is the result of a bad process.

• A strategic filter to break free from interview fatigue.

• Mastering team retention.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Why a Bad Fit Client is the Result of a Bad Process

Alex and Andrei's journey into agency ownership was driven by a desire to address the inefficiencies they had observed in their previous agency roles. However, as they navigated the complexities of running their own agency, they encountered challenges they had not anticipated.

One of the most striking revelations was the cutthroat nature of the industry. Their initial idealism was met with client relationships that deteriorated due to minor financial disputes, rather than the collaborative and positive environment they had hoped to foster.

The duo realized that a "bad fit" in an agency-client relationship stemmed not from the client themselves but from the processes and criteria used to select them. As a result, Alex and Andre now put greater effort into thoroughly vetting prospects. They realized their initial conversations with potential clients — often limited to just a few hours — were insufficient to gauge the long-term compatibility of the partnership.

When it comes to talent scouting, they emphasize the importance of referrals from existing team members, as these connections often yield leads that align more closely with the agency's culture and ethos, increasing the likelihood of forming partnerships that are not only profitable but also enjoyable and fulfilling.

Weeding Out the Wrong Candidates in the Hiring Process

Finding and retaining talent has proven to be the most challenging aspect of scaling an agency, a reality that surprised Alex and Andrei. With their agency inundated with applications, the traditional hiring process became overwhelming and inefficient, losing time with candidates who lacked the qualifications or initiative needed for the role.

To streamline their candidate selection, they’ve recently integrated video screening into their hiring process, which has turned out to be a game-changing innovation that helps enhance overall efficiency.

Instead of sitting in a 40-minute interview with candidates they can see from the first few minutes are just not a good fit, they now review 5-minute video submissions, allowing them to quickly identify promising applicants before proceeding to formal interviews. Even though they do have other steps to this process, the video portion has helped them weed out people who just weren’t a good fit. Only candidates who nail this part move forward to the formal interview and comprehensive testing that evaluates both technical skills and problem-solving abilities.

Mastering Team Retention by Creating a People-First Culture

At the heart of Alex and Andrei's agency success lies their commitment to working with people who share their values and goals. This philosophy has resulted in remarkable team retention, with many original team members still contributing to the agency years after its founding.

The secret to their retention success lies in creating a vibrant workplace culture at CodeCrew that goes beyond traditional work relationships. Through contests, light-hearted banter, and team activities, they've fostered an environment where employees don't just work together—they enjoy the journey together. The emphasis on camaraderie and belonging has strengthened team members' commitment to the organization's goals.

Their leadership style is marked by responsiveness to employee needs, which is how they came to implement “summer Fridays” an experiment that later evolved to “Fun Fridays” after a successful four-month trial where every employee gets two Fridays off per month from February through September.

This flexible approach to work-life balance has yielded significant positive results, not only providing employees with much-needed time to recharge but also fostering a culture of trust and respect, which is exactly the kind of culture that Alex and Andrei were hoping to build.

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Are you navigating the complex world of influencer marketing? What do you look for in an ideal creator-agency collaboration? Many agency owners focus solely on follower counts when seeking creator partnerships, but is that really the key to success? Our featured guest launched his influencer marketing agency in 2019, anticipating the explosive growth of the creator economy. Having built his business over the past five years, he brings valuable perspectives on what truly matters in creator-agency relationships. Through both successes and setbacks, he's developed a nuanced understanding of what makes these partnerships thrive. Tune in for insights into the influencer industry and the challenges of running a business with a partner.

Alex Sunshine is the founder and CEO of Rising Suns Agency, a social media influencer agency that specializes in connecting brands and influencers. He built his agency five years ago when he noticed a need for more representation from influencers. He’ll share the complexities of mixing business and personal relationships, why real influence and trust is worth more than millions of followers when working with influencers, and the future of the influences economy.

In this episode, we’ll discuss:

• What you should look for in an influencer partnership.

• Setting realistic expectations for a successful creator-agency relationship.

• The future of creator economy in the AI era.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.

You Are Who You Associate With: Being Cautious Agency Partnerships

Alex's journey into the influencer marketing industry began organically, helping his then-girlfriend manage sponsorships and grow her social media presence. Although their relationship eventually ended, this experience proved invaluable when he launched his own agency in 2019, having identified a growing need for professional influencer representation.

Over the past six years, his agency has flourished, now employing a team of 25 people. However, this growth journey has taught Alex one crucial lesson: the importance of careful association, particularly when it comes to bringing new people into the business.

In his view, agency owners make the assumption that bringing in a partner or employees is straightforward and that they share their same level of skills, independence, and character. However, that is not necessarily the case and even three months might not be enough time to learn about someone’s true character.

While there are strategies like starting with temporary arrangements, such as 1099 contracts, before transitioning to more permanent roles, Alex draws an interesting parallel with dating and admits there are many variables. In the end, you can’t be sure what you’re going to get so be very careful with who you associate your agency brand that you’ve worked hard to build.

His advice is to be vigilant and take time to thoroughly evaluate potential partners' values, work ethic, and overall compatibility. After all, a business's success isn't solely determined by its products or services – it's equally dependent on the strength and integrity of its partnerships.

Working with Influencers? What You Should Look For

The key to successful influencer marketing isn't necessarily working with those who have massive follower counts. What truly matters is finding individuals who have carved out their own distinct niche and built a trusted relationship with their audience, regardless of its size. This trust becomes the foundation for authentic engagement and meaningful impact.

The most effective influencers are those who remain true to their genuine passions, whether they're sharing financial advice, discussing tech trends, or creating entertainment content. Their authentic approach naturally creates a unique identity that resonates with viewers. Modern audiences have become increasingly sophisticated, gravitating toward creators who offer genuine insights and relatable experiences rather than carefully curated personas.

This shift in audience preferences reflects a broader evolution in influencer marketing. Today's followers are less impressed by flashy displays of lifestyle and wealth; instead, they seek content that adds real value to their lives. This transformation emphasizes the importance of substance over style, with successful influencers focusing on creating meaningful, impactful content.

To effectively deliver value, influencers must deeply understand their brand partners' challenges and create content that meaningfully addresses these issues. Those with truly loyal audiences typically invest time in developing their unique content format rather than simply chasing trends. Success comes from self-awareness – understanding their strengths and weaknesses – and creating content that authentically showcases their personality while serving their audience's needs. This genuine approach is what ultimately captures and maintains audience attention.

Setting Realistic Expectations in an Ever-Changing Market

Success in the creator economy isn't a simple equation of strategy plus talent. As Alex learned through experience, there are numerous external factors beyond anyone's control that significantly impact outcomes. Early in his career, he made the common yet crucial mistake of over-promising results to creators based on past successes.

While these promises were grounded in previous achievements, Alex now recognizes the fundamental flaw in this approach. No matter how impressive an agency's track record, they remain subject to ever-changing market dynamics. This reality check led him to rethink how he communicates with potential clients.

Today, Alex advocates for a more measured approach: setting realistic expectations from the start. Rather than making grand promises, he transparently shares his team's past achievements while emphasizing that similar results—not necessarily greater ones—are what they confidently aim to deliver. This honesty in communication serves a dual purpose: it builds trust with creators and helps them understand that success often requires patience.

By establishing this clear understanding early in the partnership, creators are more likely to remain committed to the long-term process, even when immediate results don't match their initial expectations. This alignment of expectations ultimately creates a more sustainable and successful relationship between agencies and creators, benefiting all parties involved.

The Future of the Creator Economy in the AI Era

In Alex’s opinion, creators are not in the brand conversations as much as they should, with a lot of companies still investing in billboards and TV commercials. There’s a massive marketplace growing for creator spend and a lot of need for innovation.

There’s a lot to see about the creator economy’s future and many things will change thanks to innovation like AI. For instance, brands are increasingly exploring the creation of AI-driven accounts to manage their online presence, allowing for greater control over their messaging and engagement without the unpredictability that can accompany human influencers. This shift toward AI highlights the efficiency technology can bring and underscores a desire for consistency and brand integrity in an ever-evolving digital landscape.

However, despite its promise, AI is not without limitations and its rapid advancement raises ethical considerations around authenticity and trust. As brands increasingly turn to AI for content creation and customer engagement, there is a growing concern about the potential for disingenuous interactions. With this in mind, the challenge lies in striking a balance between leveraging AI's capabilities and maintaining a human touch that fosters trust and connection. Ultimately, the future belongs to those who can navigate this landscape with integrity and a commitment to serving their audience's needs.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

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Are you trapped in the exhausting cycle of "monthly chases," constantly pursuing short-term goals at the expense of long-term vision? Today’s featured guest stood on the brink of giving up, worn down by the relentless pursuit of monthly numbers. He decided to shift focus with a ten-year plan to start building an agency that could run without him. This way, he has been able to focus on different ways to grow the agency, like launching proprietary technology that turned into a fantastic foot-in-the-door and starting a podcast that has given him the opportunity to get in front of his target audience on a weekly basis. Tune in to hear Jim's inspiring story and insights on entrepreneurship and marketing.

Jim Matuga is the president and founder of InnerAction Media, a marketing agency that works with small startups and non-profits. Jim shares his journey from aspiring copywriter to starting his own agency in 2011, discusses the pivotal moments that led him to take the leap, how he broke free from the monthly chase, and the credibility that comes from developing proprietary technology.

In this episode, we’ll discuss:

• Breaking free from chasing monthly numbers.

• Turning AI adoption into agency innovation.

• Getting in front of your target audience with a podcast.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Starting an Agency at Life's Crossroads

In a departure from most agency owner stories, Jim had wanted to start an agency from very early on in his career. Armed with an advertising degree and visions of becoming a Madison Avenue copywriter, he seemed destined for the agency world. However, things didn’t go as planned and he ended up working in radio and local newspapers for fourteen years.

Instead of crafting campaigns in a Manhattan high-rise, Jim found himself building a career in radio and local newspapers. For fourteen years, he climbed the corporate ladder, but each promotion felt like a step away from his true ambition.

Finally, 2011 became Jim's year of transformation. In the midst of a difficult year he figured it was now or never. It seemed like the right time to jump into business as he was starting over after losing everything. After many years as a dream, his agency started on a random Tuesday from his kitchen table working from a used Mac he bought off Craigslist.

Breaking Free From the Monthly Grind

All agency owners go through a stage where it seems they’re doing everything and the agency itself is going through constant ups and downs. For Jim, it was right after the pandemic. During a session with his business coach, Jim voiced what many agency owners feel but few act upon: he was tired of the monthly scramble and ready for fundamental change.

Basically, Jim wanted a business that didn’t depend on him to run successfully. Rather than being defined by the numbers on a monthly report, he envisioned a future where the agency could operate seamlessly, even in his absence.

The breakthrough came through a crucial decision: bringing a longtime team member into the financial heart of the business. This wasn't just about delegating tasks—it was about sharing:

• Complete financial transparency

• Decision-making processes

• Strategic planning responsibilities

• Ownership of outcomes

With this collaborative approach, Jim was able to help this employee understand the part of the business he most disliked: sales. By working together, he was able to adapt his own personality and values to the sales process, resulting in innovative strategies and business development that Jim had not previously imagined. Such empowerment fosters a culture of trust and accountability, where team members feel valued and motivated to contribute to the agency's success.

Building a Strong Team Beyond the Solo Visionary

After fifteen years of growing his agency, perhaps the most valuable lesson for Jim has been that even the most brilliant vision needs a strong team to bring it to life. While his creativity and entrepreneurial drive launched the agency, its sustained success would depend on something more—the collective talent of a well-developed team.

Building a team that really understands their roles in the agency’s overall goals requires patience. You’ll need to give them time to develop into their roles, and give them opportunities and path forward with a clear vision of what the agency could be and what it should be.

This approach to leadership—rooted in patience and understanding—yields more than just a capable team. It creates an environment where innovation flourishes, resilience builds naturally, and team members feel empowered to contribute their best work.

The Difference Between Success and Significance

Jim’s new perspective on looking ahead with his ten-year plan instead of chasing monthly numbers helped him discover something profound: the difference between success and significance.

Most agency owners live or die by the numbers and are constantly focusing on what’s next, with success defined by tangible metrics: revenue, client acquisition, and market dominance. Yet, these markers, while important, can lead to a hollow victory if they do not align with a greater purpose.

In contrast, significance is about creating value that transcends profit margins. It involves making a difference in people's lives, whether through innovative solutions, community engagement, or fostering personal growth within a team.

Once an agency owners start creating value, success is not that important anymore, leading to a deeper sense of fulfillment and purpose.

Turning AI Adoption into Agency Innovation

Coming from a background in printed media, Jim’s original dreams about running an advertising agency focused on a print-oriented traditional agency. However, just a week into starting his business he realized everyone wanted video and web. Luckily, he adapted quickly and embraced the new technologies. In fact, Jim believes technology is a blessing for agencies.

At the time, he didn’t realize how these new technologies would play a role into the intricacies of owning a business. As businesses strive to capture attention in an increasingly crowded marketplace, the integration of artificial intelligence (AI) into marketing strategies has emerged as a game-changer.

Jim jumped to the opportunity of adapting new trends, as he most recently did with AI. In fact, his agency launched StoryMaker, a SaaS application that aims to demonstrate how AI can enhance storytelling and streamline content creation, ultimately empowering businesses to connect with their audiences more effectively.

The adoption of AI-driven marketing solutions can serve as a powerful retention strategy for agencies. In his case, Jim not only embraced the new technology, he now sells subscriptions across the country for this application and uses is as a foot-in-the-door, where every client gets a complimentary subscription to the app and a marketing blueprint he used to give away for free.

The credibility that comes from developing proprietary software further strengthens an agency's position in the market. As clients recognize the expertise and innovation behind tools like StoryMaker, it enhances the agency's reputation as a thought leader in the industry. This visibility can lead to new opportunities, such as speaking engagements and partnerships, which can further amplify the agency's reach and influence.

Creating Hundreds of Opportunities to Get in Front of Your Target Audience Weekly

As a big fan of podcasts and the power they have to help grow a brand, Jim created Positively West Virginia, a podcast dedicated to sharing the entrepreneurial journeys of small businesses and nonprofits in West Virginia.

With one episode a week posted since 2017, the podcast has brought Jim hundreds of opportunities to talk to small business owners, who are also his prospective clients. In the years since, Positively West Virginia has provided opportunities for visibility and building credibility, it has also helped him create value and create a platform for authentic narratives that resonate with his audience. This is especially true for small business owners, who often have compelling stories that can inspire and engage listeners.

Any business owner can take advantage of the way that podcasts can serve as a vital tool to share their journeys, connect with audiences, and inspire others. The ability to reach thousands of listeners with motivating narratives not only uplifts individual entrepreneurs but also strengthens the fabric of local communities. As the podcasting landscape continues to grow, small businesses that embrace this medium will find themselves well-positioned to thrive in an increasingly competitive environment.

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

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What happens when your entire industry comes to a sudden halt? Are you positioned for adaptability in the face of challenge? As an events agency owner, today’s featured guest watched his business model crumble in just one week when the pandemic struck and nearly devastate the entire events industry. It seemed the events industry survive however by embracing technology, his agency successfully transitioned client events to the digital space. They created innovative virtual experiences that kept the business alive during the lockdown.

Now, as in-person gatherings return, he's navigating yet another evolution: the emergence of hybrid events, as he tries to warm his clients up to this concept. Learn the most common pitfalls in event organization and his vision for the future of events in a post-pandemic world.

Mark Testa is the founder of the Mark Stephen Experiential Agency, an agency that specializes in creating memorable consumer experiences that help their clients stand out at major events. With over 20 years of experience, Mark discusses his journey from aspiring set designer to leading an agency that integrates live experiences with digital elements to help brands stand out, and how the pandemic almost ended his business.

In this episode, we’ll discuss:

• Key elements of a successful event.

• Learning to pivot in the face of change and adversity.

• Integrating AI to create successful hybrid events.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.

Threading a Path From Set Design to Experiential Marketing

Mark's journey into the experiential marketing industry began with a different dream altogether. Originally aspiring to become a set designer in New York City, he took what he thought would be a temporary detour into designing window displays to support himself. This seemingly modest compromise eventually led him down an unexpected but rewarding path.

As his work evolved from window displays to product launches, Mark found himself increasingly drawn to the creative challenges of his new role. Even when he attempted to return to NYU to pursue his original dream of set design, financial constraints led him back to visual merchandising at Macy's and working with sponsors during Fashion Week.

This experience with sponsors naturally evolved into a consulting business, where Mark helped brands create impactful environments that achieved their marketing objectives. A subsequent position managing events for a magazine further expanded his horizons, allowing him to travel and develop a passion for event production that eventually eclipsed his theatrical ambitions.

After eight years in the industry, Mark transitioned to freelance work, which organically grew into his own business venture. Though he initially didn't define his company's identity too rigidly, the increasing competition from full-service event companies prompted him to formally establish himself as an experiential agency.

3 Key Elements of a Successful Event that People Often Get Wrong

1. Overall objectives: One of the most crucial elements in planning an event is understanding the underlying objectives. It’s one of the first things Mark tried to define with clients. Are they looking to build a new business? Build brand awareness? Data collection? That needs to be clear before moving forward with planning.

2. Time: Next, the client should be aware that planning an event will require a lot of time, to the point you’ll need to treat it as a job. Time is an element people usually don’t understand and they figure an event can come together in a matter of a few weeks. As a rule, Mark and his team don’t take any new gigs that are under six weeks because they won’t be able to execute it to the best of their abilities. The more time you have to prepare the better the event will turn out.

3. Audience: Who is the audience the event is trying to reach? Realistic and clear about the goals are very important. Maybe you think a large event will make a big impact, but depending on the audience and the goals you can do better with a 40-person event that gets a conversation started with the ideal target audience. Just make sure to have a clear call to action. Don’t just send people off with a “thank you for coming”. Instead, invite them to have a conversation if they liked the event and if it touched on some of the issues they’ve been having with their businesses.

The Fourth Step: Establishing Clear Financial Expectations

Understanding the hidden costs of event organizing is crucial for successful client relationships, according to Mark. Location, timing, and seasonal factors all significantly impact event costs, yet clients often overlook these variables in their initial planning.

This is why Mark prioritizes budget discussions early in client conversations. He believes in establishing clear financial expectations from the start, rather than dealing with unpleasant surprises later. The budget, after all, serves as the foundation for every event decision and ultimately determines its scope and scale.

For instance, if a client's budget doesn't align with their vision of a 200-person event, Mark advocates for adjusting the scale rather than struggling to make an impossible budget work. A well-executed 40-person event, he argues, is far more successful than an underfunded larger gathering.

The key to managing these potentially difficult conversations lies in transparent communication. When agencies take the time to explain costs thoroughly and provide honest assessments of budgets, they often find that clients appreciate their candor. This transparency, while initially revealing gaps between expectations and reality, ultimately builds trust and elevates the agency's role from simple service provider to trusted advisor.

The Evolution of Events: From Shutdown to Hybrid Success

The pandemic dealt a devastating blow to the event industry, bringing it to an abrupt halt within a single week. The sudden shutdown left Mark questioning whether the industry would ever recover to its former glory—a concern that, fortunately, proved unfounded.

During those years, Mark fought not to succumb to despair and leveraged the agency’s existing resources and relationships to pivot towards new solutions.

Innovation emerged from necessity as the agency pivoted to digital technology. They developed immersive virtual experiences that replicated the interactivity of live events, not only helping them retain clients but also discovering new revenue streams with better profit margins than traditional gatherings.

However, the solution was only temporary and as soon as in-person events became viable again, clients began showing resistance to virtual alternatives. Learning from this experience, Mark now advocates for a balanced approach, blending digital and physical experiences. This hybrid approach allows agencies to cater to diverse client needs, ensuring that they remain relevant in a rapidly changing market.

Integrating Technology into Event Planning

The way that clients embraced the return of in-person events highlights the fundamental need for human connection that transcends time and circumstance. However, technological breakthroughs have changed a lot about how creatives work and it has certainly changed advertising.

Organizations are adapting to this reality by integrating technology in ways that enhance rather than replace human interaction. For instance, the use of AI tools such as MidJourney allows creatives to generate innovative ideas and visuals quickly, streamlining workflows. Of course, Mark acknowledges that while AI can aid in the creative process, it cannot replicate the physical execution and emotional nuances that human designers bring to their work.

The ability to take an imaginative concept and transform it into a tangible reality relies on human skills, intuition, and collaboration, which cannot be automated.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you frustrated by slow growth? Does client churn keep you from really propelling ahead? Do you put off crucial decisions because you’re afraid of making the wrong choice? Today’s guest’s successful track record wasn’t enough to make him confident in his decisions on hiring or the stress of client turnover. A shift in focus helped him see consistency and adaptability are the key to agency growth. Learn about how he kept going and the strategy that helped him get through decision paralysis. He also shares the content marketing approach that transformed his agency's pipeline and helped them grow.

Curtis Hays is the owner of Collideascope, a digital agency specializing in B2B lead generation services. He shares his early struggles to form an effective hiring strategy, and how a podcast has been just what his agency needed to address self-promotion to build their pipeline.

In this episode, we’ll discuss:

• Maintaining momentum when growth feels slow.

• The power of podcasting to build the pipeline.

• Breaking through decision paralysis.

• Embracing mistakes in agency leadership.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Converting Corporate Experience into Agency Ownership

Curtis began his career working in corporate right after college, starting with roles at smaller companies before landing an IT position supporting sales and services at a Fortune 500 company. Years later, he decided to relocate with his wife and found himself struggling to find work in his new city until he connected with two agency owners specializing in web development and IT services.

Taking charge of the IT services division, Curtis innovatively transformed the agency’s business model by implementing a retainer-based approach for IT services and went on to run that division for ten years.

His journey into agency ownership began once he figured it was time to start consulting and working on his own. Little by little he brought together a group of agency professionals he met over years in order to complement the services he provides, ultimately building what is now Collideascope.

How to Maintain Momentum When Growth Feels Slow

Thanks to a solid network, Curtis hasn’t experienced the typical struggles of finding and retaining talent. For most of his time with the agency, people who come work with him end up staying, which has allowed him to maintain a very low turnover rate. He is aware this is not always the case, as his team is frequently called to assist agency teams when they’re experiencing turnover.

On the other hand, marketing has been especially hard for him as he struggles to balance client needs with the demands of marketing his own agency. This is a common dilemma, where the focus on client work can overshadow the necessity of promoting the agency brand.

It seemed like every time he was finally getting ahead by gaining a new client he was losing another one. As a result, even though he has seen growth year-over-year, it’s been slow and never quite where he want s it to be. The resulting emotional toll has tempted Curtis to give up. However, he has learned to cultivate a positive mindset that embraces that growth is not just about the number of clients but also about building resilience and adapting to change.

In his experience, working with clients can help maintain this positive attitude. Instead of always working on the backend of the business, he makes sure to always get some consulting time, which gets him the opportunity to have some wins helping clients solve problems and gets him excited to do his work.

Sometimes it may seem like you’ve tried everything, however, a harder look at your process may reveal a key change that could help improve your results. As Curtis has learned, consistency is about committing to a process of continuous improvement and adaptation. Whether it’s refining service offerings, nurturing client relationships, or engaging in marketing efforts, the consistent application of effort is what drives growth.

Converting Listeners to Clients: The Power of Podcasting for Agencies

When traditional content marketing methods like newsletters and blogging weren't delivering the desired results, Curtis changed the strategy to try their luck with a podcast.

The journey wasn't immediate success. The first six months were admittedly challenging, marked by slow growth and a steep learning curve. However, once the team found their rhythm, the podcast began to yield unexpected benefits. Not only did it generate new leads, but it also served as a powerful educational tool for prospects in their pipeline, building the confidence needed to convert listeners into clients.

What started as an experimental marketing channel evolved into a valuable pipeline-building tool. The team discovered that through authentic storytelling and sharing customer experiences, they could forge deeper connections with their audience in ways that written content simply couldn't match. The podcast format allows them to showcase their expertise while maintaining a personal touch that resonates with potential clients.

Pro tip for podcasters: Try to not lose momentum with your listeners. After his first season, Curtis has learned to record episodes ahead of time. In the very beginning, it’s difficult to get listeners for your show. However, when they finally do, they’ll tend to binge several episodes so make sure you have a consistent upload schedule so you don’t lose the interest of new listeners.

Break Through the Overwhelm and Empower Your Team

As Curtis points out, many agency leaders find themselves overwhelmed with the burden of managing a growing team. On one hand, there’s the significant investment needed in bringing in new people with the right expertise. On the other hand, it’s also difficult to train and coach up people already in the business to transition into those positions.

Finding yourself paralyzed by questions regarding cash flow and profit means you’re not focusing on the most important asset, which is your time. The transition from Owner to CEO requires a shift in mindset, where the focus moves from doing everything yourself to empowering others to carry out the agency’s mission.

The journey to effective delegation begins with a simple but powerful exercise of auditing your time. Here's how to do it:

1. Take screenshots of your calendar for the past two weeks

2. Document all activities you've performed

3. Categorize these activities into two lists: tasks you love or energize you and tasks that drain your energy or you'd rather never do again

With your audit complete, start delegating low-value tasks off your plate. After that, hire at least one of the people you’ll need to start getting high-level tasks you never want to do again. You don’t necessarily have to go out and hire a COO right away when you’re running a twenty-person agency, but you can start by hiring a director of operations.

Prioritize strategic hiring to identify the right individuals with the skills and mindset necessary to contribute to the agency's vision. By carefully selecting team members who align with the agency's goals and values, owners can create a strong foundation for growth.

Learning to Embrace Mistakes in Agency Leadership

A lot the fear of hiring new team members revolves around getting it wrong and regret the decision. This usually leads to hanging on to that person for too long, even though they’re not the right fit, just to avoid going through the hiring process again.

Simply put, mistakes are inevitable as you grow your agency. At some point, you’ll look back at your hiring mistakes or bad clients as lessons. Learn to laugh at the mistakes and craziness that happens in this business and you’ll enjoy the ride much more.

For example, Curtis looks back at how rigid he was with his team when it came to working remote. He knows now that his opposition to it was a big mistake. This experience taught him the importance of embracing adaptability to new practices, tools, and methodologies that provide a significant edge or allowing them to streamline operations and focus on higher-value tasks.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Have you ever felt like abandoning your agency? Overwhelmed or insecure about the direction the agency is headed? If so, you're not alone. At some point, we all face moments of doubt and struggle to keep momentum. Today’s guest is an agency owner who built his business over the past ten years. He recently experienced a downturn that led him to question whether he still enjoyed the work. It was a solid business plan and clear vision that helped him get the agency back on track. Learn more about why he needed clarity and communication to get his confidence back and what excites him about the new developments of generative AI and how it’s changing advertising.

Ed East is the founder of influencer marketing agency Billion Dollar Boy. He shares his journey into the agency world, creating a database connecting blogs with brands and agencies. Ed also discusses the low point that made him question his commitment to the agency, the realization that helped him rebuild his confidence, and the new tech that is already revolutionizing advertising and brand-audience connections.

In this episode, we’ll discuss:

• How clarity builds new momentum for agency growth.

• Leveraging generative AI to elevate the creative process.

• How agencies can use creator advertising.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.

Turning a College Hobby Into a Legitimate Agency

Although he’s an accidental agency owner, Ed was always keen on starting a business which is why he took his first entrepreneurial steps during university. Back then, he started a blog with some friends focused on lifestyle, music, and sports that quickly got up to 50,000 views a month. However, they soon realized that page views alone weren't enough to generate an income.

Luckily, with so many views it was just a matter of time before they started to get offers to promote brands on the blog. This development led to a new idea: building a database where agencies and brands could find the right blogs to place their ads. As they worked on that database, YouTube and Instagram started to surge as a new way to advertise content. This changed the plan a bit; it wouldn’t be a database just for blogs but also include social media accounts.

How Clarity Builds New Momentum for Agency Growth

Over the past decade, Ed's journey in the agency world has been a rollercoaster of experiences, teaching him valuable lessons about perseverance and adaptability. Reflecting on his original business plan, he's come to appreciate the importance of balancing a clear vision with the flexibility to navigate unexpected paths.

Interestingly, he has only recently questioned his commitment to the business. Although the thought of giving up has never crossed his mind, Ed did start to question the enjoyment he got from the work he was doing.

The catalyst for this soul-searching was the challenging economic climate, which saw marketing budgets slashed. This has added a lot of pressure to agencies that saw their growth slow down while client expectations rose.

It all took a positive turn once Ed created a well-defined plan and shared it transparently with his team. And even though the agency is not out of the woods yet Ed's renewed sense of purpose and his team's alignment have positioned the agency to face the future with confidence.

When all team members understand the agency’s overarching goals and their roles in achieving them, they are more likely to feel empowered and energized. This newfound confidence can lead to innovative solutions and a more robust pipeline of opportunities. Ultimately, clarity acts as a catalyst for action. Without it, you won’t be able to build a strategy that you’ll follow to success.

Leveraging Generative AI to Elevate the Creative Process

Being in influencer marketing, Ed has seen the integration of Generative Artificial Intelligence (Gen AI) emerge as a transformative force. Although very new this use of AI can work very well when done correctly and is reshaping the creative collaboration paradigm. This technology not only streamlines creative processes but also enhances collaboration between brands and creators, leading to innovative and impactful campaigns.

One of the most striking revelations from his experiences is the shift in perception regarding the role of Gen AI in creative campaigns. Traditionally, brands viewed Gen AI as an add-on—a supplementary tool to enhance existing creative strategies. However, Ed sees the response from brands during presentations led by his CMO are markedly different. Brands expressed a desire to leverage Gen AI as a core component of their creative vision, allowing it to drive the lead creative piece of their campaigns. This shift signifies a broader understanding of Gen AI's potential to elevate the creative process rather than merely augment it.

Redefining the Brand-Audience Connection

The landscape of advertising is undergoing a profound transformation. Ed believes creator advertising, powered by generative AI, is at the forefront of this revolution. This shift represents more than just a passing trend; it's a fundamental reimagining of how brands connect with their audiences in an increasingly competitive digital marketplace.

Creator advertising places creators at the center of marketing strategies. Traditionally, advertising has been structured around established media channels, such as television and print, where brands dictate the narrative. However, the landscape has shifted dramatically with the rise of social media and digital platforms, where creators wield substantial influence and have cultivated dedicated followings. This shift necessitates a rethinking of how brands engage with their audiences, leading to the adoption of creator-led advertising strategies.

Agencies are now hiring creative strategists and media planners from various backgrounds—especially those with experience in traditional advertising—to work alongside influencer marketing teams. This collaborative approach allows for the repurposing of content across multiple channels, extending the reach and impact of creator-driven campaigns. As we look to the future, the evolution of creator advertising is poised to redefine the marketing landscape.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Has your agency reached a growth plateau? Have you thought about narrowing your focus to enhance your marketing efforts? In this interview, you'll hear from an agency owner who relied on referrals for years until the post-pandemic landscape shifted. While his business thrived during the early pandemic, it faced challenges as larger clients began consolidating. In response, he strategically pivoted to specialize in the biotech sector. Tune in to explore his initial hiring challenges, the transformative effects of niching down, and his ongoing refinement of the sales process to secure more clients.

Daniel Lofaso is the owner of Digital Elevator, a marketing agency focused on helping helps emerging biotech companies with full-circle marketing campaigns. He discusses challenges he found in building the right team, the reason he decided to niche down and the impact it has had on his agency, his approach to selling, and more.

In this episode, we’ll discuss:

• Trading short-term profit for long-term success.

• Striking a balance between niche marketing and client diversity.

• Is honesty a problem in sales? Being Sales-centric vs. Solution-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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

From the Skies to the Agency Path

Though he earned his pilot's license after college, Daniel realized his heart wasn't in aviation. Instead, a connection with a fellow flight school student who had agency experience sparked a new direction. T together, they launched an SEO agency targeting the legal sector. This was a pioneering move at a time when digital marketing agencies were just beginning to explore the potential of SEO and social media platforms.

Eventually, his entrepreneurial spirit emerged from years of reading his father’s business books which led Daniel to venture on his own. It seemed like the logical move for someone who always knew he just wouldn’t be happy as somebody’s employee. However, he admits it was probably too early and needed support from his parents until he could get his footing, but ultimately the early start proved to be a valuable learning experience.

Fourteen years later he has grown his business to a successful agency that made it past the post pandemic struggles and managed to successfully pivot to a new niche.

Trading Short-Term Profit for Long-Term Success

Like many agency owners, initially struggled with early hesitation to invest in talent due to the immediate financial implications. He was accustomed to a certain income and the prospect of hiring new talent meant a temporary setback in monthly earnings.

However, a realization changed his perspective: scaling wasn't just about acquiring more clients—it required building a capable team that could deliver exceptional results. Daniel came to understand that strategic investment in talent wasn't merely an expense on the balance sheet, but rather a catalyst for long-term growth and personal freedom. This investment would allow him to step back from day-to-day operations and focus on what truly mattered: strategic planning and nurturing client relationships.

In the end, it’s not just about the money but also about saving time. Agency owners tend to make decisions based on short-term cash flow rather than time, which inevitably leads to burnout and missing important moments with family.

Of course, concerns about maintaining consistent revenue to support employee salaries weighed heavily on his mind. Yet, the decision to invest in human capital ultimately became the defining factor between stagnation and success. By overcoming his initial hesitation and embracing the power of a skilled team, Daniel discovered the key to unlocking his agency's potential. This shift in mindset not only fostered a culture of innovation but paved the way for sustainable growth—proving that sometimes the biggest leaps forward require taking a calculated step back.

Finding the Right Balance Between Niche Marketing & Client Diversity

After experiencing significant growth during the pandemic, the agency faced a plateau as some big clients were acquired by larger entities post-Covid and no longer required their services.

This setback forced Daniel to pivot and reassess his business strategy, ultimately leading him to specialize in the biotech industry. The agency already had clients in this niche that had historically accounted for a large percentage of their income. This meant they already had experience and the case studies to attract more clients, which made it a great strategic move to redefine the agency’s positioning.

Nonetheless, Daniel also emphasizes the importance of not limiting oneself strictly to the chosen niche. Fortunately, he got the right advice at the time to maintain relationships with existing clients outside of the primary focus area, an approach that can prevent the pitfalls of overspecialization. Many agency owners mistakenly believe that in order to grow, they must eliminate all clients that fall outside their niche. This, according to Daniel, is a significant misstep. By continuing to serve diverse clients while marketing primarily to a niche, agencies can create a more stable revenue stream and mitigate the risks associated with market fluctuations.

Niching down, he learned, was more about making it easier to market the agency. This way, he would be talking to one buyer persona and spend less on ads, avoiding competition with big agencies with many more resources.

Is Honesty a Problem in Sales? Shifting from Sales-Centric vs. Solution-Focused

At some point, most agency owners choose to build a well-trained sales team and exit operations. This was the case with Daniel, after an expert reviewed his agency’s sales process and found Daniel too honest in setting expectations.

However, being transparent and genuine with clients not only fosters trust but also positions the agency as a reliable partner for problem-solving. Clients don’t want to be sold to; they seek solutions to their problems. This paradigm shift from a sales-centric approach to a service-oriented mindset is crucial for any successful sales team.

Consumers are weary of insincerity. They are often on guard, anticipating a sales pitch that prioritizes profit over their needs. By contrast, when a salesperson approaches a client with genuine intent to help, it changes the dynamic. Clients feel valued and understood, leading to a more open dialogue.

By openly discussing budget constraints and advising potential clients on what they truly need, you can demonstrate that authenticity can disarm skepticism and create a collaborative atmosphere. This approach not only builds trust but also establishes a foundation for long-term relationships.

The Unchanging Pillars of Success

Daniel’s advice for agency owners is to always look ahead, not just at how things may change some months or years from now, but also at the things that are not going to change.

Clients, regardless of the industry, consistently seek solutions to their problems. They want quick resolutions and cost-effective options. These needs are not fleeting; they are the bedrock of client relationships and the driving force behind business operations. By honing in on these constants, agencies can position themselves as indispensable partners in their clients' journeys, rather than merely service providers chasing after temporary market trends.

Ultimately, success in digital marketing hinges on understanding and meeting the unchanging needs of clients.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you searching for innovative ways to supercharge your agency’s lead generation? What’s your number one source of leads and how can you scale it? Leveraging partnerships is one of the most effective lead generation strategies for agency owners. This is something today’s featured guest understands very well, as someone who understands the powerful role a good partner plays in growing an agency’s business.

His approach goes beyond mere networking—it's about creating a web of mutually beneficial relationships that naturally drive growth. His success stems from a simple yet powerful principle: help others succeed, and your own success will follow. Discover his philosophy on building relationships before asking for favors and how podcasting can enhance professional development and foster meaningful connections in business.

Jeremy Weisz, is a seasoned podcaster, entrepreneur and the co-founder of Rise25, an agency that helps companies launch and run podcasts profitably. Through his podcast Inspired Insider, Jeremy has been amplifying voices and building bridges for small entrepreneurs for over fifteen years. He talks about his work helping businesses launch and manage their own podcasts and reflects on the incredible guests he's interviewed, including notable figures like the co-founder of Pixar and the founder of Atari, highlighting the invaluable insights gained from these conversations.

In this episode, we’ll discuss:

• A strategic approach to scaling your agency.

• Ensuring mutual benefits and shared values in partnerships.

• Building relationships before asking for favors.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.

Leveraging Partnerships for Sustainable Agency Growth

Agency growth often begins with referrals, a crucial element in pushing past the first million in revenue. However, referrals alone aren't scalable and typically have limitations. When Jeremy thought about a way to create a predictable referral pipeline the only logical answer seemed to be partnerships.

Business partnerships are collaborative relationships between two or more entities aimed at achieving mutual benefits. These partnerships can take various forms, including joint ventures, strategic alliances, and referral partnerships. The primary goal is to leverage each partner's strengths to create a synergy that enhances value for all parties involved.

To find your ideal partners, Jeremy recommends building a list of the best companies in your industry who share your audience. Who are those organizations and people that could be great referral partners and how could you give as much as possible to them? After all, the best way to get a referral is to give a referral.

Next, think about how you could help them. It could be referring clients, writing a LinkedIn post recommending their services, hosting them on your podcast, or even commenting and sharing their post on social media. This way, you’ll not only be showcasing the partner's expertise but also reinforcing your commitment to supporting their success.

It’s very important for Jeremy that this referrals are given without expecting something in return. If the company holds the same values as you, they’ll also be givers and return the favor, thus solidifying the relationship.

By forming strategic alliances with other businesses, companies can access new markets, share resources, and amplify their reach and adopting a giving-first approach will help you build strong, lasting partnerships that contribute to their overall success and resilience in the marketplace.

Reciprocity in Partnerships: Ensuring Mutual Benefits and Shared Values

How do you know when a partner is not the right fit after a while? The giver mentality is commendable but you should be looking to align with partners who share similar values and are equally committed to the relationship.

If a partner consistently takes without reciprocating, it may be time to reevaluate the partnership. Successful collaboration requires a balance of giving and receiving; thus, businesses must remain vigilant in ensuring that their partnerships are mutually beneficial.

Maybe you’ve referred numerous clients to a partner, only to receive little acknowledgment in return. This lack of appreciation can lead to dissatisfaction and, ultimately, the dissolution of partnerships. In contrast, when appreciation is expressed, it fosters goodwill and encourages continued collaboration. A simple thank you can go a long way in reinforcing these connections. Mutual respect and acknowledgment can enhance loyalty and commitment.

Who Are Your Agency’s Ideal Partners?

What is your ideal partner profile? Depending on your needs, it may be associations, publications, conferences, technology, other agencies, or even competitors. For Jeremy, the ideal partner it’s someone serving B2B businesses with a high client-lifetime value. For businesses operating in the B2B sector, focusing on high-value partnerships can be a game-changer, driving growth, enhancing credibility, and creating a sustainable competitive advantage.

At the heart of successful B2B partnerships is the concept of high client lifetime value. Businesses that cater to clients with substantial lifetime values are particularly well-suited for referral partnerships.

One effective strategy for identifying potential partners is to explore industry-specific conferences and associations. These events serve as fertile ground for networking and establishing connections with key players in the industry. For instance, a business targeting dentists could benefit immensely from forming relationships with major dental associations or attending relevant conferences. Such interactions can lead to valuable partnerships that amplify visibility and credibility within the niche.

Build Relationships Before Asking Favors

Once you've compiled your list of ideal partners and identified where to find them, the next step is to initiate relationship-building. The key is to start by "making deposits" before expecting anything in return.

What does this mean? When reaching out to potential partners, always do so from a place of wanting to help rather than seeking out what they can do for you. By offering assistance, insights, or resources without an immediate ask, you will build trust and rapport. This strategy significantly increases the likelihood that partners will reciprocate in the future.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you need guidance in your agency journey? Could a coach be the game changer your agency needs? Maybe so, but maybe not. Many agency owners naturally turn to a coach for support and growth advice. And, while coaches excel at addressing specific challenges, their impact often plateaus after a few months due to the inherent limitations of single-perspective coaching.

Today’s featured guest is our scale specialist who has closely observed the growth trajectories of numerous mastermind members. Through his unique vantage point, he's witnessed how the most valuable exchanges often occur organically — outside of scheduled meetings — when members freely share experiences and insights. These connections flourish during in-person events, where authentic relationships take root.

He sees the way these relationships foster trust and create a dynamic environment for growth that transcends what any single “business coach” provides.

As Agency Scale Specialist on our team, Darby Copenhaver regularly meets with all our members and connects with them at our in-person events. He sees just how much those events make a difference in the ways which members engages with the community. The live events foster the community element so each member receives guidance and advice for their particular challenges while also having fun and connecting with peers in a way they wouldn’t if stuck in a conference room all day. This conversation highlights the difference between what agency owners think they need and the actual support they might benefit from.

In this episode, we’ll discuss:

• The limitations of 1:1 coaching for agency growth.

• 3 benefits of an agency owner community.

• The power of in-person connection for professional growth.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Why Coaching Alone Isn't Enough to Scale Your Agency

One of the challenges of scaling past a certain point is the vision you need to get there often necessitates some outside help. At this point, most agency owners figure they need a “coach” to get them to the next stage of growth.

This is undoubtedly the right approach for many people. However, while coaching can provide valuable insights and strategies, there are inherent limitations that come with relying solely on individual coaches. As many agency owners find out, coaching has a finite perspective. Despite the expertise and experience of a coach, their ability to offer solutions is ultimately constrained by their unique viewpoint.

Darby and Jason agree, coaching has a very important role in addressing specific business challenges. Coaches bring a wealth of experience and knowledge instrumental in helping agency owners navigate obstacles. A coach can provide tailored strategies, accountability, and a sounding board for ideas, — all incredibly beneficial, especially for those who are just starting or facing particular hurdles.

Each coach has their own set of experiences, beliefs, and methodologies that inform their approach. While this individuality can lead to innovative solutions, it also means that the coach's insights are inherently limited to their own understanding of the industry and the challenges faced by agency owners.

In light of these limitations, Darby advises agency owners to seek a more diversified array of resources and perspectives. Relying solely on a single coach creates an echo chamber, where ideas and strategies become repetitive and lack the innovation necessary for sustained growth. Instead, they should consider leveraging a combination of coaching, peer support, and community engagement.

3 Main Benefits of an Agency Owner Community

Agency owners are always navigating an industry that is both highly competitive and ever-evolving. Often this leads to them feeling isolated in their role as the leaders who set the vision and direction for the agency. In this sense, few things make as much difference as connection among peers to foster a sense of belonging and understanding.

1. Community: When agency owners come together—whether at events, workshops, or informal gatherings—they create a community that transcends individual experiences. This connection aspect is vital as it allows members to share their stories, challenges, and triumphs, support one another and encourage vulnerability and authenticity. This open exchange of experiences cultivates an environment where each owner feels heard and valued, setting the stage for deeper insights and learning.

2. Clarity: A natural byproduct of these connections is clarity. When agency owners engage with one another, they can step back from their daily grind and gain fresh perspectives on their challenges. This clarity is not merely about understanding their business metrics; it encompasses a broader awareness of their goals, values, and the strategies needed to achieve them.

3. Confidence: Along with clarity and insights from community, owners gain a sense of purpose and a plan. While plans may not be foolproof, having a framework—shaped by collective wisdom—significantly increases the likelihood of success: Simply put, camaraderie can embolden individuals to take risks, experiment with new ideas, and ultimately pursue their unique definitions of success.

The Power of In-Person Connection in Professional Growth

The importance of in-person connections cannot be overstated. While technology has enabled us to connect with others across vast distances, it is in-person experiences that often lead to deeper bonds and a sense of community, as mastermind members have been able to see during our annual events.

In a mastermind setting, such as Agency Mastery, monthly virtual meetings offer valuable insights through structured calls focused on topics relevant to all members. However, Darby sees the most meaningful connections emerge outside the formal meetings, when members take their conversations offline and share personal stories. These initial bonds then strengthen significantly during our in-person events.

Members consistently highlight the relationship-building aspects of these face-to-face gatherings are what they value most. These events provide a unique space for personalized feedback and collaborative growth among successful agency owners. Rather than being confined to conference rooms, the Agency Mastery team incorporate engaging activities like horseback riding, allowing members to connect authentically while enjoying themselves away from the usual distractions of phones, clients, and daily business challenges.

The success of these events largely stems from our careful approach to group composition. By maintaining small, exclusive groups and setting high standards for both business achievement and cultural fit, Jason and team have created a tight-knit community of professionals who genuinely support each other's growth and success.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you feel along or isolated in your agency leadership journey? Wonder how it feels to have people who ‘get you’ and understand the unique challenges of owning an agency? Today’s featured guest faced numerous insecurities and challenges on her growth journey. Ultimately, the pivotal moment came when she joined a peer community, which encouraged her to adopt a new mindset and explore various solutions and strategies. Discover her unexpected journey into entrepreneurship and how the support of her peer community empowered her to confidently remove misaligned talent and pursue strategic partnerships, alleviating the burdens of ownership.

Andi Graham is the CEO and founder of Big Sea, a marketing agency that began its journey as a web development firm in 2005. She shares her unique educational background, her interest in the intersection of communication and behavior change, and discusses her self-taught journey into graphic design and how realizing her vision was bigger than her skills paved the way for starting to build a team and eventually starting an agency.

In this episode, we’ll discuss:

• The role of community in embracing a different approach to agency challenges.

• Learning the importance of due diligence in an agency merger.

• Lessons on the high price of misaligned talent.

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Sponsors and Resources

Join us in Feb 2025 to ELEVATE YOUR AGENCY! You don’t know what you don’t know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We’re meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot!

Accidental Agency Owners: Embraces Your Strengths and Delegate Weaknesses

Although Andi graduated with a bachelor's degree in Sociology, her true passion was advertising and understanding the connection between communication and behavior change. She also taught herself design and had fun creating menus for the pizza shop where she was working at the time.

Later on, in her first professional role, she got to dive into other marketing activities like starting the company’s first email newsletter. To enhance her skills, she learned coding to implement more visual modifications than the newsletter platform could offer. Eventually, she started building websites and taking freelance clients and realized she had built something more lucrative than her full-time job.

When the time came to intentionally start growing her business, Andi knew her strengths are copywriting and project organization but lacked in design and web development skills. It was time to start hiring people with expertise in these areas to improve the quality of her services. She recognized she was more of a jack of all trades but lacked the patience to get really good in a particular area. It was the right combination of skills to become a business owner, as running a business requires learning a little bit about every part of the business.

The Importance of Community in Agency Leadership

One of the most significant challenges Andi faced while launching her own business was the struggle to balance financial realities with her desire to cultivate a positive workplace culture. Yes, she wanted her team to have fun and like her but she also needed to run a profitable business.

However, finding a community of peers who understood the unique difficulties of agency ownership proved to be a game-changer for her. She quickly learned that, although her peers faced the same challenges, they were approaching them with a different mindset. This highlighted the importance of perspective in business and the need for a supportive community that encourages open dialogue and shared learning.

This camaraderie was not just about commiserating over shared challenges; it became a platform for exchanging solutions and strategies and helped Andi appreciate the value of having a “tribe” who not only validate your experiences but also inspire you to adopt new approaches to your work.

The Significance of Due Diligence in an Agency Merger

By 2016, Andi found herself feeling overwhelmed by the demands of running her agency alone and yearned for more quality time with her daughter. She had connected with various agency owners, which enabled her to build relationships with peers whose skills complemented her own. This collaboration led to a partnership that resonated with both her personal and professional goals.

Each partner brought unique strengths to the table, whether in sales, operations, technology, or marketing and creative projects. This division of labor allowed everyone to concentrate on their passions, ultimately enhancing job satisfaction and productivity.

However, the journey was not without its challenges and Andi regrets not conducting thorough due diligence on her partners prior to the merger. As a result, she encountered unexpected friction due to undisclosed ownership stakes that created tension in decision-making processes. Fortunately, there was a positive outcome, with a successful buyout of the problematic partner handled with care and mutual respect.

Collaborative partnerships are not merely transactional; they are rooted in shared values, trust, and open communication. As Andi learned, prioritizing alignment in partnerships is essential for fostering a healthy, productive, and fulfilling business environment.

Lessons on the Hidden Cost of Misaligned Talent

Another significant challenge Andi encountered was the difficulty small agencies face in attracting and retaining talent that not only possesses the necessary skills but also aligns with the team's dynamics and values.

At one point, she struggled to let go of a highly skilled developer whose negative attitude was detrimental to the work environment. This is a common pitfall for agency owners who often become overly reliant on individuals with specialized skills, overlooking the importance of interpersonal dynamics and team cohesion. Recognizing that technical expertise does not automatically translate to a good cultural fit is a vital lesson for leaders.

Ultimately, Andi faced several situations that taught her the importance of recognizing early signs of misalignment and getting over the fear of disruption and the perceived challenge of replacing a key player can lead to prolonged periods of dissatisfaction within the team. She is now much more confident in her team’s potential for resilience and adaptability in the face of personnel changes.

Embracing the Long Game in Agency Growth

Having run her agency for almost twenty years, Andi has learned the value of patience as it become clear that success is not merely a product of quick actions or rapid changes, but rather the result of sustained effort and the ability to endure challenges over time.

Although agency owners are usually fast-movers and very action-oriented, her recent agency rebrand has taught her the importance of building momentum through consistent actions and understanding that the efforts put forth today will yield results in the future, sometimes months or even years later. This long-term perspective is essential for entrepreneurs who may feel disheartened by the slow pace of progress.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Have you ever questioned your effectiveness as a leader? What steps have you taken to enhance your leadership skills and empower your team to independently address challenges? Today’s featured guest experienced significant growth and had to learn to evolve her leadership skills. She has grown a team of now 110 people and built a business that can run without her, all while maintaining the necessary work-life balance. Hear how she went from executive assistant to paving her way as an agency owner in an unconventional niche.

Lauren Von is the founder and CEO of Quintessa Marketing, a unique agency that connects individuals who have been injured in accidents with personal injury lawyers. She shares her unexpected journey into the world of personal injury law, starting as an executive assistant and evolving into a pivotal role in sales and SEO for a company serving lawyers. She discusses the challenges and insights she gained while working closely with legal professionals and how these experiences laid the groundwork for launching her own business.

In this episode, we’ll discuss:

• Hiring for cultural fit.

• Becoming the type of leader you wish you’d had.

• Team empowerment - building confidence.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

How Corporate Experience Can Shape Agency Success

Working with personal injury lawyers wasn’t exactly Lauren’s dream. She started as an executive assistant working in sales for AT&T, where her skills quickly shone through. One day, she successfully persuaded a hesitant customer to retain his phone instead of returning it, leaving such a lasting impression that he invited her to join his team.

Transitioning into the realm of personal injury law, Lauren honed her sales abilities over six years, ultimately spearheading the development of the company’s SEO division. Her proactive approach led to a significant increase in sales, transforming SEO into a cornerstone of the business. After gaining valuable agency experience, Lauren returned to Oklahoma as a new mother, figuring it was the perfect moment to start her own business.

She credits her time as an executive assistant and her gradual ascent within the company for equipping her with the insights necessary to run her own business. If something’s going wrong in the business, she’s probably seen it happen before at her previous workplace so she appreciates the experience that made her a better owner when the time came.

Scaling Without a Roadmap: A Key to Agency Expansion

One aspect of ownership that presented the biggest learning curve for Lauren was bringing on outside leadership to help scale and grow her business. Since she built her agency on a relatively new niche, she couldn’t just go to a competitor and pluck out their leadership. There was no blueprint so she needed to figure it out.

There was also a constant battle between allowing her team to make mistakes and giving them time to learn while running a profitable business.

Ultimately, Lauren needed to acknowledge the need to ask for help. No leader has all the answers and a key element of getting beyond a certain point in your growth will be accepting that and having the humility to seek guidance and advice from others.

Aligning Values: Hiring for Agency Culture Fit

Lauren’s hiring strategy relies on hiring individuals who align with her agency’s values. To this effect, she clearly defines her core values and conducts survey assessments that explore candidates' innate characteristics.

These assessments provide insights into candidates' personalities and their suitability for specific roles, particularly in a sales context. For instance, a potential hire might have all the best traits to fill a position, but if they don’t care about the company’s philanthropic values their motivations will not resonate with the agency's mission.  This nuanced understanding of individual capabilities allows Lauren to make informed hiring decisions that prioritize long-term success over immediate financial gain.

Becoming the Type of Leader You Wish You’d Had

Lauren has felt like a bad leader many times during the agency's growth process, but she never stopped striving for improvement. As the business grew, she instated an open-door policy to encourage employees to have open communication with her and the leadership team and make herself more approachable.

As she tried to become the type of leader she’d wanted to have in the past, she realized that she needed to be a different leader for each worker. For instance, she believes the way she leads her accounting team should be different than how she leads her sales team. In this sense, she strives to really understand them to be able to inspire and lead them naturally.

Nowadays, Lauren is proud to say her company continues to thrive and grow, even when she is not physically present. This autonomy is crucial; it demonstrates that the organization is not solely reliant on the founder for direction. Instead, it cultivates a sense of resilience and adaptability, allowing teams to navigate challenges effectively. With this, her role has now evolved to be someone who removes obstacles, solves problems, is a subject-matter expert, and leads their philanthropy mission by investing in the community.

Team Empowerment: Building Confidence for Problem-Solving

With her team now equipped to address 99% of potential issues in her absence, Lauren is now able to enjoy more time with her family, promote the agency brand on podcasts, and meet clients in person.

For agency owners who have yet to reach this level of operational autonomy but aspire to empower their teams, it's essential to train them in a way that encourages independent problem-solving. This is something you can achieve using the one-three-one approach. Instead of coming to you with a problem and expecting you to provide a solution, have them already come up with three possible solutions of how they would personally solve this problem and why, and ask them which of these three solutions they would recommend. Eventually, they’ll stop coming to you because they have internalized that they are capable of coming up with an effective approach.

Although agency owners usually dream of accomplishing this level of agency autonomy, it can be hard to adapt to not being needed anymore. In these cases, agency owners should remember that they don’t have to let go of the part of the business they truly love doing. If you love being a part of a client’s first call then continue to do that. You don’t have to be part of the entire process. Just stick to the part of the business you truly enjoy and where you can have the biggest impact.

The two-week audit. The easiest way to figure out what you truly want to continue doing in the agency and what you want to delegate is to do a two-week audit. Take a screenshot of the past two weeks in your calendar and highlight each activity in either red – for the activities that drain you, or green – for the ones you truly enjoy. If you do this while being truly honest with yourself, you can start building the business around you.

Mastering the Art of Balance and Reclaiming Your Time                        

As a mom of five and an entrepreneur, Lauren manages to balance her personal and professional lives by having clarity and alignment. Together with her husband, she establishes clear goals and daily priorities, which allows them to effectively share responsibilities. She is intentional about her time at home, implementing boundaries that enable her to fully engage in family moments.

This principle extends to her business as well. When entrepreneurs and their teams engage in work that aligns with their core values, they tend to feel more energized and motivated. Such alignment not only boosts productivity but also cultivates a sense of purpose within the organization.

By figuring out how much time you need to focus on your agency to feel fulfilled yet have enough energy to dedicate to your family life, you’ll be able to have the proverbial “balance” entrepreneurial life promises and experience the luxury of buying back your time.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Would you like to remove yourself from the day-to-day agency operations? Do you have an effective hiring process to attract top talent for agency roles? In today’s discussion, our featured guest explains how failing to secure the best candidates often stems from a poorly designed hiring process, starting with the job advertisement. She shares essential strategies for crafting an engaging job ad, fostering self-managing teams, and identifying the qualities of an outstanding operations manager. Join us to discover how to effectively find, hire, and train the right operations professional to elevate your agency.

Mandi Ellefson is the founder of Hands Off CEO, a company dedicated to helping busy CEOs drive sustainable growth without sacrificing their lifestyle and family. Mandi shares her journey of building a business that allows for true freedom, discusses the importance of creating an effective hiring funnel to attract the right talent, and provides insights on and crafting job ads that resonate with top candidates. Learn how to effectively delegate responsibilities and build a business that supports your lifestyle.

In this episode, we’ll discuss:

• The importance of a compelling job ad.

• Cultivating self-managing employees from day one.

• Key traits of an exceptional ops manager.

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Sponsors and Resources

Join us in Feb 2025 to ELEVATE YOUR AGENCY! You don’t know what you don’t know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We’re meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot!

Hiring and Training for Success: Build an Agency That Thrives Without You

Mandi started Hands Off twelve years ago when she ran into a big problem as she was about to take maternity leave: her business could not run or grow without her. Her search for a solution led her to accidentally start a consulting company to prevent other business owners from getting to the stressful point she found herself in years ago.

Most agency owners are not hands-off and can’t even say they own their agency, more like it owns them. This is why they need strategic hiring practices and methodologies to ensure they recruit individuals who can truly add value to their operations.

The crux of the hiring process lies in identifying candidates who not only possess the requisite skills but also align with the company’s culture and vision. For Mandi, this all hinges on putting together the right hiring funnel, which starts with the right ad that outlines the responsibilities of the role and highlights what makes the agency an attractive workplace.

An ineffective hiring funnel usually leads to:

• Hiring a person that is well below the level you need.

• Not knowing how to effectively train this person you hire.

Even if you do find someone who is the right fit for the job and your agency, they could end up failing without the right structure to learn how to operate your business.

The Importance of Compelling Job Ad to Attract the Right Candidates

To create a well-structured hiring process start with a compelling job ad that clearly outlines the responsibilities for the role and resonates with potential candidates. A great ad emphasizes the company culture, growth opportunities, and the impact they can have within the organization.

A strong ad serves as the first filter, ensuring only those who are genuinely interested in the position apply. Add small ‘mousetraps’, like asking them to email you with a specific subject or with the CV attached, and watch as many of the candidates get themselves out of the race just by not following directions.

In terms of experience, Mandi recommends looking for people who not only have relevant operational experience but also possess the ability to adapt and grow within the role. This includes assessing their problem-solving skills, their capacity to manage teams, and their understanding of the agency's specific goals and challenges.

Additionally, Mandi recommends assigning candidates a detailed project plan. This exercise allows them to demonstrate their proficiency with project management software and their grasp of the complexities involved in juggling multiple tasks. By engaging candidates in practical assessments, agency owners can effectively distinguish between those who may be skilled at talking the talk but cannot walk the walk. This method of assessment is crucial for identifying genuine talent and reducing the risk of hiring individuals who may not deliver on their promises.

Finally, it’s normal to find a failure point during the hiring process. It doesn’t necessarily have to be a deal breaker but something that concerns you enough to be unsure about the hire. It could be that they’re too shy or a people-pleaser. If you encounter this type of risk, assess it and find out if it can be retrained.

Cultivating Self-Managing Employees from Day One

Once the right candidates are onboarded, it is crucial to establish a structured training plan that reinforces their proactive engagement in their roles. Mandi advocates for empowering operations managers to create week-by-week plans that outline their responsibilities and milestones. This approach not only fosters accountability but also encourages managers to take ownership of their projects. Agency owners play a supportive role by regularly checking in on progress, asking questions, and providing assistance as needed.

Agency leaders need to shift from a traditional management style to a more empowering approach where they recognize their role is not to micromanage but to create an environment where team members can thrive independently. You want them to be self-managing. This perspective is crucial; when team members are given the autonomy to take ownership of their work, they become more engaged, motivated, and accountable. Empowering individuals to manage their own tasks not only alleviates the burden on leaders but also cultivates a culture of trust and collaboration.

Eventually, the implementation of key pieces, such as client health scoring, project management, and communication protocols serve as critical tools to exit the agency owner out of account management and operations management and ultimately have a right-hand employee who will be in charge of driving growth.

Key Traits of an Exceptional Ops Manager

When it comes to hiring the right Operations Manager you’ll need to be handing off control to someone with a keen eye for detail, who is assertive, and can question decisions.

Impeccable attention to detail and follow-through is not merely a desirable trait; it is essential for ensuring that tasks are completed accurately and efficiently and serves as the foundation for operational excellence.

Additionally, this person is different from the typical Visionary/ CEO. Essentially, they adopt a more structured and perhaps serious approach, which is perfectly acceptable since ops managers operate in a very different way than a CEO does. Just make sure there’s good chemistry with this person and that they are not only skilled but also proactive in seeking efficiencies and cost savings.

This mindset is crucial in an operations role, where the ability to identify and eliminate waste can significantly impact the bottom line. However, the focus should not solely be on minor cost savings; rather, it should be about understanding where the greatest impact can be made.

Delegating Results, Not Processes

Entrepreneurs often fall into the trap of trying to dictate how tasks should be accomplished, which can stifle creativity and initiative. Instead, a true leader should clearly articulate their desired outcomes—such as improved profitability or streamlined operations—and empower their teams to devise the methods for achieving these goals. This shift in mindset allows team members to take ownership of their work, fostering a sense of responsibility and encouraging innovative problem-solving.

When your operations staff is empowered to take the lead in optimizing systems and processes, you’ll be able to redirect your energy toward strategic initiatives, such as sales and market expansion. This delegation not only enhances productivity but also maximizes the return on investment for your business.

First and foremost, effective leadership in operations starts with providing a clear strategic direction. CEOs must articulate the organization's vision and objectives to their operations leaders instead of merely assigning tasks and expecting results. This clarity allows operations leaders to align their efforts with the broader goals of the organization.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you use storytelling to connect with prospects and clients? Many agency owners know how to share great stories but use them to talk about their agency capabilities. Instead, today’s guest says we should use stories to connect with potential clients, creating content that resonates and engages them. Today’s featured guest is a creator of powerful brand stories who helps his clients understand the value of starting with a strong story framework. He believes clarity beats creativity when it comes to standing out in today’s market. Tune in to learn about his transition from agency life to consulting, teaching, and speaking on the power of story.

Park Howell is an EMMY award-winning business storytelling coach at The Business of Story. He is also a story strategist, keynote speaker, and podcaster known as the world's most industrious storyteller. He started as an agency guy, founding his agency Park & Co. in 1995, and then the digital era compelled him to transition to storytelling and the creative arts.

He discusses the valuable lessons learned while working with small and midsize agencies and how his unique background and insights into the power of story have shaped his career and approach to creativity.

In this interview, we’ll discuss:

• How clarity beats creativity in today’s marketing.

• The ABT Framework.

• Selling to emotion, not logic.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Embracing Storytelling in a Noisy Digital World

Park always knew he wanted to use creativity to make a living and advertising seemed like the perfect vehicle to access what he calls the commerce of arts. After studying music theory and communications at Washington State University, he worked for several small and mid-size agencies in different roles including writer, account executive, media planner, and more.

At the time, he believed that the key to financial success was working for the big agencies. However, in hindsight, it was working at these smaller agencies and learning from so many sides of the business that gave him the experience he needed to launch his own agency in 1995.

Park opened a traditional advertising agency, which is what he knew, and found himself at a loss once the digital era kicked in and changed everything. The traditional way was no longer working and Park started to look for ways to communicate in the new, noisy, digital world where the masses were becoming the media.

His search for effective communication strategies led him to delve into the principles of storytelling, as taught in film schools. He discovered that Hollywood had mastered the art of engaging audiences in ways that traditional advertising had not. Seeing the power of storytelling, he realized very few people knew how to use these proven frameworks and started teaching his clients how to master this skill.

As his clients experienced success, new opportunities arose, including a teaching position in storytelling at the University of Arizona. Over time, Park realized that he had evolved beyond his identity as an 'ad guy' and was embarking on a new journey as a teacher and coach.

Clarity Beats Creativity in Today’s Marketing

Most agencies never really get storytelling and stick to exposing their audiences to death. According to Park, the emphasis on creativity in advertising no longer suffices now that it is not as exclusive as it used to be. Nowadays, creativity has become democratized as users create hysterical and clever memes all the time, which makes it harder for agencies to stand out on creativity.

Instead, clarity has taken precedence, offering a more effective means of connecting with audiences. If you’re not using the proper frameworks in communication then you’re not creating the clarity to stand out and really move the needle.

Clarity in storytelling means distilling complex ideas into digestible and relatable narratives. Every sale is a fictional story you get the client to buy into and then are expected to deliver on. Many agencies claim to be great storytellers, yet they often overwhelm their audiences resorting to an endless stream of exposition, failing to create a meaningful connection.

Park advocates for the use of narrative frameworks that enhance clarity. Personally, he prefers to use the "and, but, therefore" structure, which helps simplify storytelling process and ensure that the message resonates with the audience.

What is the ABT Framework?

• And - a statement of agreement, the setup or act one of any message. This statement of agreement should be written from the audience’s point of view and demonstrate you understand them and appreciate what they want.

• But - after establishing agreement, the narrative must introduce a conflict or problem knows as the ‘but’. This element serves as a plot twist that captures attention and resonates with the audience's frustrations and challenges.

• Therefore - this presents a solution or a vision for what life could look like if the audience addresses the identified problem. This part of the narrative not only inspires hope but also encourages action, whether that means purchasing a product or engaging with a service.

Many brands fail to connect with their audiences because they focus too heavily on their own narratives and offerings, rather than positioning their messages from the audience's perspective. By shifting the focus to the audience and employing the ABT framework, brands can create narratives that resonate on a personal level, fostering a sense of connection and loyalty.

Simplifying Storytelling for Maximum Impact

Park believes people often fall into the trap of selling to logic when instead they should be selling to emotions. Consumers often make purchase decisions driven by emotion, so appeal to that first and foremost and then justify the purchase using logic and reason.

To create compelling narratives that resonate on an emotional level, ask yourself:
1. What does the client want?
2. What do they want to avoid?
3. Why should they listen to you?

For instance, rather than starting with a statement about the brand's greatness, the narrative should begin with the audience's needs and challenges. Agencies like Venable Bells Partners and companies like Patagonia and Nike exemplify using storytelling to highlight customers’ pain points and highlight an experience or an outcome instead of a product to great success.

The truth is people mostly don’t care about your agency or your offering. They care about what’s in it for them, which should serve as a wake-up call for marketers who may be overly invested in their own narratives. While there is certainly a place for showcasing your expertise and credentials, framing the conversation around your audience's desires and challenges will foster a more engaging and relatable message.

Good Problems vs. Bad Problems: Redefining Agency Focus

Having recently read The Subtle Art of Not Giving a Fuck by Mark Manson, the main takeaway for Park and what he advises agency owners to do is to look at life as a series of problems and focus on the "good problems" while minimizing or eliminating the "bad problems." This distinction is crucial for agency owners and professionals seeking to thrive in their respective fields.

To effectively get the bad problems out of your life takes real focus on what you do, what you’re good on, and what you like to do. Bad problems arise when you’re not focused, have clarity and try to be too many things at once, which likely leads to burnout. On the contrary, when you’re solving good problems aligned with your agency's strengths and market niche you’ll feel a sense of flow and the work becomes not just a job, but a fulfilling endeavor.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you currently utilizing AI or fear it will replace digital agencies? Most agency owners fall into one of these two categories. However, those open to exploring this technology's potential and maintaining a sense of curiosity will lead the way in innovation. Today’s featured guest lost some clients who opted for in-house ChatGPT services over his agency's offering.

Instead of staying fearful of losing all his clients to this technology, he was prompted to explore how AI could be leveraged to enhance his services. Through experimentation, he created what has become a very effective foot-in-the-door to showcase good results with very little investment. Tune in to discover valuable lessons about creativity, collaboration, and the evolution of marketing strategies.

Abraham Bree is the founder of Brand:Whatever, a full-scale, small-sized branding agency based in Brooklyn, New York. With over 15 years of experience in the marketing, branding, and advertising landscape, Abraham shares insights into his journey from traditional ad agencies to becoming an agency owner.

He discusses the creative processes learned in the agency world and highlights the challenges of navigating interactions outside the creative bubble, particularly with non-creative roles like accounting.

In this episode, we’ll discuss:

• Why success in marketing requires more than creativity.

• Creating value-add AI-powered solutions.

• Leveraging relationships to sell your high-impact low-budget solution.

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Sponsors and Resources

Join us in Feb 2025 to ELEVATE YOUR AGENCY! You don’t know what you don’t know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We’re meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot!

Forging Agency Leadership Through Diverse Roles

Although owning an agency was not originally part of Abraham's career plan, he began his journey in advertising, dedicating eight years to traditional ad agencies where he refined his creative abilities. However, he soon discovered true success in marketing requires more than just creativity. It demands understanding of how to work with diverse teams and navigate corporate structures. In his view, creatives operate in a bubble without ever interacting with people outside the client who have different ideas and opinions.

This realization came as he transitioned from the creative agency life to a corporate role as a marketing director. In this role, Abraham not only had to deal with his creative team but also the accounting, sales, and HR departments. This experience taught him the importance of cross-departmental collaboration, as he strived to align everyone with his vision while allowing them the autonomy to pursue their own initiatives.

Following this successful transition, Abraham continued to ascend the corporate ladder, seemingly reaching the pinnacle of his career until the onset of the pandemic. The ensuing uncertainty around the lockdowns and the impact Covid would have on different companies ultimately affected his standing. His new employer could no longer sustain his role as Chief Marketing Officer and he was offered to continue as a consultant. It was the pivot he needed to launch his own agency.

Turning AI Anxiety into an Agency Advantage

By now, companies are either embracing the use of AI or fearing it. Abraham had chosen to embrace it, even before a client dropped his agency and brought their content creation in-house using Chat GPT. He had been toying with ChatGPT himself, but now felt worried he was starting to lose clients to this innovation. How could he use AI to sell more marketing campaigns?

Abraham understood that effective marketing is not just about promoting a product or service; it is fundamentally about solving problems for clients. He decided he could use this technology to help people with their pain points and create innovative solutions that added value.

In his first venture using AI in this way, Abraham created an app designed to assist families in planning their Passover vacations. This not only addressed the immediate concern of families looking for vacation ideas but also opened up avenues for marketing partnerships with kosher food companies. It effectively addressed consumer needs while presenting these businesses with an opportunity for direct engagement with clients, offering more value than a traditional print ad campaign.

The app attracted over 40,000 users in a one-week span. Although the number of users dropped after the first week, but it was still a success for a high-impact low-budget campaign made with AI. By leveraging AI to solve pain points, Abraham was able to enhance strategies, foster meaningful connections with clients, and ultimately drive impactful results.

Creating Value-Add Using AI for Agency Clients

One of his best strategies with this project was coming to companies with an idea they could easily adopt. To gain support for this initiative, he targeted existing relationships, leveraging connections he had nurtured over the years and asking for just five minutes to explain his project.

Companies quickly recognized the potential to get in front of clients with little cost and signed on. Abraham then utilized this platform again on several similar projects and continued to drive results with these short and impactful campaigns.

These projects offer an excellent chance to demonstrate value to potential clients without the need for substantial retainers. This way, Abraham was able to generate buzz while also establishing a foundation for ongoing relationships.

For agency owners who want to try this approach to AI, Abraham recommends using it as a tool. Don’t go and try to build your own language model and become the next Open AI. Instead, focus on the many ancillary services you can bring to the table using AI. Figure out how you slice off a piece of your current offering and use it as a foot-in-the-door — that is where you’ll find your goldmine.

Overall, Abraham’s advice to agency owners is to stay curious, a good guiding principle for anyone aspiring to grow in their field. The moment you think you have figured everything out is the moment you’ll cease to progress. Let your curiosity fuel innovation, push you to explore new ideas, and seek out diverse perspectives, and you’ll ultimately discover new avenues for success.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

How can you grow your agency’s client list beyond referral clients? Would you sacrifice price or length of contracts in order to attract new business? Today’s featured guest has successfully established his agency by prioritizing higher prices and maintaining a clear vision of his offerings. He emphasizes the importance of being selective with the opportunities that arise. He shares the challenges and strategies involved in growing his agency, as well as how he prioritized long-term relationships over new business.

Seth Odell is the founder and CEO of Kanahoma, a performance marketing agency specializing in the education sector. With over 15 years of experience in marketing and education, Seth shares his journey from being a chief marketing officer at a university to launching his own agency during the pandemic.

He discusses the pivotal moment when UCLA became his first client, propelling him to leap into entrepreneurship and the strategies he used to secure more clients and start managing the agency’s growth.

In this episode, we’ll discuss:

• Getting your agency on its feet with a clear strategy from day one.

• Tactics for landing long-term contracts and increasing client retention.

• Getting the agency owner out of sales.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

When CMO Isn't the Final Destination

Seth had dedicated fifteen years to marketing in the education industry before starting his agency, working in-house in roles like Chief Marketing Officer at a university system in San Diego.

Initially, becoming a CMO seemed like the pinnacle of his career. However, after achieving this position, he realized he could keep pushing himself and decided to take the leap into entrepreneurship.

Seth’s first client at his agency was UCLA, an amazing opportunity for a starter agency and a great chance to launch his business to success. It was a consulting agreement that covered Seth’s salary, his mortgage, and most of his expenses.

3 Strategies for Long-Term Agency Growth

1. Build Relationships
   After landing UCLA as his first client, Seth formed a plan to send personalized letters and small gifts to fifty industry contacts who had influenced his career over the past 15 years. It was a sincere acknowledgment of the relationships he had built throughout his career and a good way to announce his new venture.
   
   This tactic had a tremendous impact and his agency secured two additional clients through referrals generated by this strategy. It led to immediate business opportunities and also laid the groundwork for long-term relationships.

2. Strategic Hiring
   Seth was also very intentional about his service offering right from the get-go, being very selective with the opportunities he pursued, and handling things himself whenever possible. Once he started to hire, Seth took the risk of over-hiring for some positions. It could’ve backfired, but he trusted the move of hiring people he trusted and who could quickly grow into their role and make it their own.

3. Price on Value
   Seth recommends charging as much as you reasonably can right from the start. He made the decision to position on premium and be both the new agency around and the one that charged the most. It seems counterintuitive, but he was willing to turn down work to keep his prices up. To him, losing work over price is an indicator that you’re pricing correctly and he was willing to lose up to 20% of new business with this strategy. He knew people were paying for more than just performance, they were paying for the confidence in future results. This way, he could hire better teams, drive better performance, and build a better reputation.

Tactics for Landing Long Term Contracts and Increasing Client Retention

Whenever possible, Seth likes to start client engagements with a twelve-month contract. If it’s not an option, he’s willing to do a six-month pilot. Recently, he has also introduced paid media audits, where his team conducts a thorough analysis of the client's account and provides consulting services.

His agency’s growth strategy focuses primarily on client retention, aiming to maintain relationships for five to ten years rather than solely pursuing new business. There have been a couple of occasions where Seth wished he tested a client before committing to a year-long relationship. Consequently, his team is trained to assess each potential client with the mindset of determining whether the engagement is a “winnable game.” They also don’t hesitate to turn down clients who come in with unrealistic expectations.

More recently, he has been able to move some of his paid media clients to three-year contracts by offering a discount and an offer to exit the contract with a 90-day notice. This alleviates the fear of being locked into a long-term commitment without recourse. While clients might feel a sense of freedom with this provision, the reality is that a 90-day notice period is substantial enough to encourage open communication about any concerns that may arise during the engagement.

A successful collaboration begins with understanding the client’s needs and challenges and a great way to achieve this is through a collaborative project. Jason suggests a foot-in-the-door project where they’ll participate in identifying their biggest challenges and creating an action plan. It’s a great way to create a sense of ownership in the outcomes and help build trust as clients see their input being valued and integrated into the final product.

Shifting Focus and Getting the Agency Owner Out of Sales

Seth has come to recognize the importance of distinguishing between promoting himself and advocating for the solutions his agency provides. Like many agency owners, he was deeply involved in the sales process, leading clients to believe he would also be heavily engaged in product delivery. While he initially played a significant role in sales, as the agency grew, he began to step back, which resulted in some mismanaged expectations.

He has since adopted a new approach, positioning himself as the product architect and his team as the driving force behind the product. By surrounding himself with a team that excels in their respective areas, he has shifted client focus away from his involvement. This allows the client space to appreciate the capabilities of the team.

Additionally, Seth was taken aback by the extensive responsibilities that come with ownership. Running a large in-house agency was a challenge, but it paled in comparison to the diverse duties associated with owning a business. From managing human resources and legal obligations to overseeing finances and IT, the vast array of tasks can be overwhelming.

This realization has highlighted the need to delegate responsibilities—not only to alleviate his workload but also as a vital strategy for ensuring mental clarity and operational efficiency.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

How can you step away from daily operations and embrace the role of the agency visionary? Is there a team member who could take over the things you don’t love doing? If so, how would you begin to prepare them for this transition? Today’s guests built a relationship with a key employee that most agency owners dream of when they think about delegating and reclaiming their time.

It took a lot of work, investing in growth, and trusting that someone who started as an employee could evolve into a partner in the agency, but they managed to do it in a way that has only benefitted the agency and the team. Join them for an engaging conversation filled with insights into delegating and slowly transitioning from being a hands-in agency owner to being the visionary and face of the agency.

Tiffany Sauder is CEO and Kyler Mason is president of Element Three. They run a full-service marketing agency that modernizes go-to-market strategies for manufacturers with complex distribution channels.

Tiffany and Kyler discuss their journey in the marketing industry and the dynamics of running a business, how their open communication gave way to a lasting partnership, and the balancing act of successfully adopting new roles at the agency while ensuring its continuous growth.

In this interview, we’ll discuss:

• Learning to pivot in an economic crisis.

• Turning short-term hires into long-term assets.

• Rewarding the ownership mentality.

• Moving beyond the founder’s shadow.

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Sponsors and Resources

Join us in Feb 2025 to ELEVATE YOUR AGENCY! You don’t know what you don’t know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We’re meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot!

Turning a Struggling Agency Into a Career Catalyst

There are very few stories of people who start their agency on purpose and Tiffany is one of them. She grew up in a heavily entrepreneurial-focused household and, coupled with her dissatisfaction with the bureaucratic environment of a large pharmaceutical company, compelled her to try something different. She convinced her father to invest in a small marketing agency, where she took on the role of a “naive sweat equity partner.”

According to Tiffany, at that time the agency was a dysfunctional project shop with one major client that accounted for most of its business. However, it provided her with an environment where she was exposed to the work and learned about the industry. Although the journey was challenging, Tiffany felt very confident in the unknown, excited to learn, and worked to transform her initial ignorance into knowledge and competence by seeking mentorship and asking questions.

Despite its imperfections, the agency served as a crucial platform for her development, allowing her to learn, experiment, and connect with industry professionals who would have otherwise been difficult to reach.

Ultimately, her willingness to step into the unknown led to invaluable learning opportunities, developing resilience, and significant achievements.

Pivoting During Changing Times and Economic Crisis

The agency’s rapid growth and success during the first few years gave Tiffany a false sense of confidence. However, she faced a rude awakening during the economic downturn of 2008-2009. This period was not only financially devastating for many businesses but also coincided with the birth of her first child, both equally significant.

During this time, she saw larger agencies struggling to adapt to the digital landscape, grappling with the unfamiliarity of new business dynamics. Lacking robust analytics capabilities, they found it difficult to pivot.

Coming from a finance background, Tiffany recognized an opportunity to get ahead of the curve, particularly as e-commerce began to emerge. She was able to invest strategically in the future without facing the cultural resistance that established agencies encountered. This unique position, combined with her willingness to embrace risk, provided her with a distinct advantage.

Turning Short-Term Agency Hires into Long-Term Assets

When Kyler first came to work at the agency he was the first digital marketing hire. He was excited to learn and gain a more well-rounded experience in taking a company to market. He initially thought he’d stay at the agency for a few years, learn as much as he could, and then start his own business.

For her part, Tiffany appreciated Kyler’s honesty about his future plans and recognized the potential in his aspirations. She chose to embrace his ambition rather than view it as a threat. She figured both parties could succeed without diminishing each other’s potential. Hence, she invested in Kyler’s growth.

This commitment, coupled with the open communication that defined their relationship, encouraged Kyler to extend his tenure beyond his initial expectations. He became actively involved in shaping his growth trajectory within the agency and felt valued when voicing concerns about the direction set by executive leadership.

To retain key employees, agency owners must be in tune with their aspirations and show them a clear path for success. They need to feel significant and heard. When they don’t, that’s when they leave.

Rewarding the Ownership Mentality

Through their ongoing dialogue, Tiffany and Kyler managed to build a strong relationship based on trust, aligning interests, and creating a motivating environment that contributed to the agency’s collective success.

As Kyler stepped into the role of president, Tiffany sought assurance that even in her absence, he would consistently prioritize the agency’s ownership and make long-term decisions that reflected its best interests. To foster this alignment, she decided to offer him shares in the business, ensuring he would be as invested in the agency's success as she was.

Kyler had already demonstrated an ownership mentality prior to his official role, and his behavior remained unchanged after the transition. This was very important to Tiffany who didn’t want to create handcuffs of loyalty, but rather to reward exemplary behavior and encourage him to keep acting in the best interest of the business.

This transition also allowed Tiffany to redefine her role within the agency, providing her with the opportunity to step back from certain responsibilities. She now describes her position as still being front and center in their marketing, as well as offering mentorship and support, where her experience and insights serve to guide Kyler and the team. By positioning herself as a synthesizer and communicator, she creates a space for collaboration, allowing team members to thrive and develop their skills. This approach not only enhances individual capabilities but also strengthens the overall fabric of the organization.

Growing the Agency Beyond the Founder's Shadow

Kyler’s role has also changed significantly as he now wears many hats, running the account services team, being very involved in new business sales, and balancing that with his primary role of growth and strategy. He’s been trying to build an agency that does not need Tiffany, which requires a well-defined strategy, targeting the right clientele, and implementing effective marketing initiatives.

Going from relying on the agency owner's reputation to successfully promoting the agency's services without their direct involvement is quite challenging. Sharing the spotlight and highlighting the talents of your team is key to achieving this. Focus on enhancing the overall performance of the agency and explain why your team will do a better job than you’d do on your own. Furthermore, build a transparent process where the client understands what’s going on at every step of the process. This way, they won’t constantly reach out to try to get you involved.

Transition Slowly for Lasting Success

For many agency owners, transitioning out of day-to-day tasks and watching their team solve things without them can leave them feeling redundant. Thankfully, Tiffany already had other projects lined up by this point and was able to pour her energy into those endeavors.

She did, however, feel a sense of loneliness. For so long she’d been the heart of the team and knew exactly what everyone was working on and now suddenly she didn’t feel like part of a team. It took some time to adapt to this new reality but eventually, she adopted a new mindset where she recognized the contributions she could only make from her new role as the agency visionary.

Moreover, she believes a slower and more intentional approach to the transition helped get the best results. It took approximately three years of careful planning for Tiffany and Kyler to lay the necessary groundwork and ensure that when changes were implemented, they were met with clarity and cohesion.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Have you ever rushed your hiring process out of eagerness to fill a position and delegate responsibilities? Did you later regret the decision to hire fast? There is a reason they say hire slow, fire fast. Finding the right people to fill the roles on your growing team is an integral part of growing. In this interview, learn from one agency owner who takes immense pride in cultivating a core team that shares his vision. However, getting there has not been without its challenges. One of the most valuable lessons he learned is that hiring takes patience and a well-structured process. Check out this thoughtful discussion on the importance of having the right people in the right positions to ensure success and peace of mind as the agency expands.

Bryant Walker is the founder and CEO of Tavo Media Group, a growing full-service agency with team members scattered around the country. He discusses the challenges and excitement of growing his agency and talks about the balance between intentional growth and losing control, emphasizing the importance of investing in the right talent for the right roles. Bryant shares insights on past hiring mistakes, particularly in account management and design roles, and highlights the ongoing learning process of finding the perfect fit for his team.

In this episode, we’ll discuss:

• The costly results of rushed hiring.

• A hiring process that guarantees better results.

• Investing in team building to cultivate commitment.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

The Costly Mistake of Rushed Hiring

One of Bryant's early missteps in his agency was an overreliance on individuals who were ultimately not right for their roles. He has since learned that hiring is an exercise in patience and that acting impulsively leads to poor hiring decisions.

For instance, he hired senior designers based on their impressive portfolios without delving deeper into their actual roles and responsibilities in previous projects. This led to subpar results and a disconnect between the work he saw in the portfolios and the work being produced by the team.

In his eagerness to delegate responsibilities and focus on the agency's growth, Bryant granted too much autonomy while also delaying necessary corrective actions, which negatively impacted the quality of the agency's work.

After addressing this issue and making more informed hiring choices, Bryant has shifted his perspective on recruitment. He advocates for a more intentional approach, taking the time to find the right fit for the role and ensuring that the candidate has the necessary skills and experience to excel in the position and avoids making rushed decisions just to fill a position quickly.

When to Cut Ties: Addressing Underperformance Quickly

In cases like what Bryant’s senior designer situation, reluctance to fire quickly is a common reaction based on the fear of disrupting the team. Nonetheless, this can often lead to holding on to underperforming employees for longer than necessary.

Despite his efforts to foster productive discussions with these team members, Bryant ultimately found himself reverting to their tasks. In spite of this, he held on to those workers hoping it would eventually get better. Many times agency owners delay these decisions fearing that firing the wrong hires would result in more work for themselves and the rest of the team. However, letting go of the wrong talent sooner rather than later is essential for the growth and success of the agency.

Changing Your Hiring Process to Guarantee Better Results

To attract the most qualified candidates for a position, Jason recommends implementing a deliberate and strategic hiring process right from the job posting stage. When you advertise the position on any platform, include specific instructions—essentially "mouse traps"—that only attentive candidates will notice. For instance, leave instructions to email you with a specific subject line and send a video explaining why they want to work with you. This way, you’ll be able to quickly dismiss the applications that don’t meet these standards.

Next, focus solely on the applications from candidates who submitted a video and, after selecting the best ones, ask them to complete a paid test project. Only the candidates who submit that test get to move onto the following stage of the actual interview.

Normally, Bryant can get up to 800 applications for one job, which is already too many and will only fill up his inbox. Instead, by building a hiring process with strong and strict criteria, you’ll greatly reduce the number of applicants to those who truly deserve your attention, ultimately leading to interviews with candidates who are a better fit for your agency.

Once you’ve interviewed the candidates, have your preferred choice prepare a 90-day success plan. Will they truly make an impact in your agency in 90 days? Not really, but you can track their activity based on the plan. If they can’t even follow through with their own plan then they’re not the right choice for your team.

Investing in Team Building to Cultivate Commitment

To some business owners, investing in a team sounds like an unnecessary headache when they can just find freelancers to do the job. However, a dedicated and motivated team can have a huge impact on the overall success of a business.

Bryant has never taken more pride in growing his agency than now that he has found a core team that believe in his vision as much as he does. To him, the difference is evident in the work that’s put out compared to before when he was doing it alone.

Once he overcame his freelancer mentality, Bryant saw real change in the agency’s growth. By prioritizing the recruitment, development, and support of talented individuals who are aligned with the company's values, agency owners can build a strong foundation for growth and sustainability.

Setting Your Sales Team Up for Success

Implementing the Entrepreneur Operating System (EOS) as an organizational and accountability tool has greatly helped Bryant track employee’s road to success with a lot more intention.

He realized that having everything leading back to him made it impossible for the agency to scale so he hired new salespeople last year. However, it seemed none of them could close as many deals as Bryant could while he was still handling sales by himself.

In the beginning, salespeople need a lot of handholding and support, so having a system to share success stories and experiences can motivate and inspire them to perform at their best. Create a framework categorizing each story based on relevance so your team can something to draw from while developing their own stories and improve their sales techniques.

Moreover, managers can also debrief their team’s sales calls to step them up for success. Ask them to send you their best and worst sales calls of the week and provide helpful advice while also pointing out what they should keep doing. This hands-on approach not only helps in the initial training phase but also in continuously developing and refining the sales team's capabilities. Eventually, you’ll get them to a place where you’re no longer needed.

Hot to Stop Waiting for the Perfect Moment and Take Action

Finally letting go of sales has also helped Bryant embrace his “F*ck It, Let’s Do It” mode, which has become his mantra. With this mindset, he aims to be proactive and not wait for the perfect scenario to present itself before taking action. Instead, it stresses the need to make quick decisions, execute them, and learn from the results.

Looking back on his agency journey, Bryant mostly regrets the things he didn’t do and moments where he took too long to make a decision.

He now embraces the fact that indecision is the worst decision and strives to trust his instincts, make decisions confidently, and be willing to learn from both successes and failures. There’ll never be a “perfect” time to do something but there will always be a possibility to learn from something that didn’t go as planned.

Similarly, he’s also learning to say no to certain opportunities in order to protect the time and focus he dedicates to business growth.

By taking action, being intentional with your time, and surrounding yourself with the right people, you can set yourself up for success in both your personal and professional endeavors.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you want to sell your agency someday? Can you imagine a profitable sale and exit agency in the future? Do you feel an acquisition is the mark of business success? Selling your agency shows you’ve built a robust and profitable business, which is a noteworthy achievement. Today’s featured guest helps his clients get ready to find a perfect buyer and reach a deal that withstands the test of time. He’ll discuss why the common reasons to sell are not necessarily the best reasons as well as why undervaluing yourself could hurt your valuation. He also shares common deal killers and deal makers. He highlights the importance of considering personal fulfillment and financial objectives when deciding to sell an agency.

Jonathan Baker is the co-owner of Punctuation, an all-in-one advisory practice that helps marketing firms position themselves with lead-generation plans. In particular, Jonathan helps small to medium-sized companies get ready to sell.

He discusses the process of selling marketing services firms and challenges the idea that selling is always the pinnacle of success, emphasizing that success should be what truly drives individuals.

In this episode, we’ll discuss:

• What does the $1 million mark communicate?

• Deal killers and deal makers.

• The true cost of undervaluing yourself.

• What if you don’t want to sell? 

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Why Do Most Agency Owners Choose to Sell Their Digital Agency?

Many people build agencies with the ultimate goal of selling them at some point. There’s an innate drive to sell and, to most people, selling seems like the pinnacle of success. However, selling is not always the right answer. According to Jonathan, success should be defined as whatever drives an individual.

Common reasons to sell an agency include lack of enjoyment, approaching retirement, financial goals, burnout, or desire for a career change. Overall, selling should not be the default option and it’s most advisable if you know exactly what you want to do after selling. However, if you just want to sell in order to have a ton of money or because you feel burnout, maybe it’s time to start looking into some key hires to take over the tasks that are most draining for you while also increasing profits.

In some cases, owners that are growing too much or too fast choose to sell. They may have started their business to do work they love and can continue to do so with a small team of employees However, when it comes to further scaling the agency and reaching maybe 100 employees, it seems impossible to manage.

Burnout and frustration are scenarios that could be solved without necessarily selling and still guaranteeing you’ll be able to continue to do the work you love while enjoying more free time. In the end, giving up too soon can prevent you from reaching your full potential and achieving greater success.

Why the $1 Million EBITDA Translates Into a Sellable Agency

How do you know when you’ve reached your full potential? When you build an agency with at least $1 million in EBITDA, you’re definitely doing something right and most likely just inches away from greater success. Most owners encounter many obstacles in this stage, but once you start focusing on the problems and the things you don’t have you start to give up.

The $1 million in EBITDA goal is a common measure for a sellable agency since it’ll open up the pool of buyers interested in your business. It also says something about the way you run your agency, which will create more competition among prospective buyers and, in turn, increase your multiples and price.

Ultimately, it’s a mark that will communicate that you’re not as integral to the business as when you’re running a 10-person firm.

Maximizing Your Agency's Value: Key Considerations Before Selling

It’s important to understand that your agency’s worth is not guaranteed as it is contingent on a variety of factors such as client concentration and employee retention.

The way a purchase deal is usually structured is you’ll get a percentage of the valuation paid upfront and the rest is earned based on hitting performance targets over the next few years. However, earnouts are also seen as a potential pitfall, as they can be designed in a way that makes it difficult for the seller to succeed. Usually, the higher the client concentration the lower you can expect to get upfront.

Selling your agency means losing control over it and your performance post-acquisition could be impacted by the new owners. Hence, it is crucial for sellers to carefully consider the terms of the deal and ensure they have a level of control until the earnout is paid in full.

As a seller, your primary focus should be on negotiating a deal where you’re happy with the money you get upfront, since it may be the only money you’ll see.

Agency Acquisition Deal Killers and Deal Makers

Even if you’re financially sound and get a good offer, several things could still be potential deal killers. From a seller’s perspective, culture plays a significant role in the success of a deal. The transition from being the boss to having a boss again can be a deal breaker if the cultural fit is not right. The earn-out period, where the seller continues to work for the buyer for a few years, can be challenging if the culture clash is too great. This can lead to the seller walking away from a potentially lucrative deal in favor of maintaining their autonomy.

Additionally, the buyer’s long-term plans for the agency can either make or break the deal. Even though they say all the right things at first, as negotiations progress their true intentions may become clear. Sellers need to be strategic and discerning in their interactions with potential buyers to ensure that their agency is in good hands.

On the other hand, from a buyer’s perspective, having clean books and transparent financial practices will be key in securing a successful deal. Buyers will scrutinize the financials of the agency to ensure that they are making a sound investment. Sellers need to be honest about their expenses and factor in any non-essential costs that may not transfer to the new owner. It’s a step that can help sellers increase their EBITDA and make their agency more attractive to potential buyers.

The True Cost of Undervaluing Your Agency

Agencies often overestimate their financial position, which is why it is essential to seek professional guidance rather than relying solely on QuickBooks. A financial expert can analyze your numbers and pinpoint areas for improvement. A lot of agency owners think their profit is higher than it really is because they’re not paying themselves enough. Once the buyer comes in and takes a look at the numbers, they’ll realize replacing the agency owner will cost much more than what they’re currently paying themselves.

How much should you be paying yourself? It’ll of course depend on a number of factors including the number of employees; however, if your agency has reached $1 million in EBITDA, that number should be above $200K. This will not only be important for the negotiations, but it will also be relevant if you sell with an earnout. If you sign up to be an employee for the next three years while a certain goal is reached, do you really want your salary to be $100K? It’s a lot easier to argue for a higher salary if you’ve been paying yourself a higher salary all along.

Navigating the Post-Sale Period with Agency Clients

Once a deal is reached how long should you wait before letting clients know you’re selling? It depends. Most of the time you want to wait at least six months before telling them. You don’t want them to jump ship and it’s better they get the news once they can see the service quality has not declined during that time and hopefully has even improved. However, if one of your clients accounts for 70% or more of the business then you’ll probably want them to be on board from the get-go.

It also depends on the way the buyer wants to handle the transaction. Are they trying to get the agency under a brand name immediately after purchase? Are they comfortable with not making drastic changes right out of the gate? In that case, waiting a couple of months could be the best course of action.

To safeguard your interests, include a clause in your contracts that allows for the transfer of clients with written notice. This way, you’ll minimize the need for client cooperation and won’t risk losing the deal.

What if You Don’t Want to Sell Your Agency?

Most agencies will never sell. If this is your case, then make the right moves to build a profitable agency that will give you the quality of life you want. A lot of the adjustments you’d have to make to attract buyers are the same things that make a good business, even if you’re not selling it.

If you built a profitable business, love the work, and delegate enough so you have the time to enjoy the fruits of your labor, then you’ve already created a fulfilling business and life.

Many business owners end up selling because they feel isolated and hope being part of a bigger firm will solve this problem. However, more often than not they end up creating more problems than they’re solving.

Instead of selling, try finding a competent number two employee you can trust. Having a strong second-in-command can make it easier to delegate tasks, make important decisions, and ultimately, grow your agency. It’s not easy but once you find the perfect fit growing the agency will go back to being a fun experience.

However, in case you really can’t find this person, maybe it’s time to question whether you’re managing and incentivizing people the right way.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

What would you do to keep growing your agency if new leads dried up? How would you guarantee increased business? How would you ensure continued success? Our guest today emphasizes the importance of revisiting your CRM as a vital tool for driving business expansion. After years of collecting contacts for her database, a new CRM system revealed previously overlooked opportunities. Rather than seeking new leads, she realized the value of delving deeper into her existing contacts. Learn how this agency owner transitioned into building a scalable subscription-based agency model.

Wendy Lieber is the CEO and co-founder of ContentBacon, a leading content subscription service that provides resources for clients to tell their unique stories and establish themselves as experts in their field with custom content. Wendy shares her journey from running a traditional boutique agency to founding a successful content-as-a-service company. She reflects on her entrepreneurial experiences and discusses how agency owners could use personalized human connection to maximize their CRM potential.

In this episode, we’ll discuss:

• Mining your CRM for overlooked gold.

• Maximizing your CRM’s potential without new leads.

• Effective agency leadership strategies to help your agency grow. 

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Choosing Content Over Traditional Agency Growth

ContentBacon is Wendy’s second company venture. Her initial venture was with a more traditional boutique agency, where she worked with private equity groups and created customized solutions.

By the time she grew that agency to $500,000, Wendy joined a program called Entrepreneur Accelerator designed to grow companies over $1 million. Even though she highly enjoyed the work for a while, she realized she wasn’t very interested in continuing to scale that particular model past what they’d already reached.

Around that time, she had been testing a content subscription-based model with her clients and had seen a great response. With the rise of social media and having a social presence becoming more and more important, Wendy saw the value of a service like this for struggling businesses. This was the model Wendy wanted to grow.

Mining for Gold in Your Agency’s CRM

Through doing their own inbound and outbound marketing, Wendy’s agency has been collecting a lot of contacts to their database over the years. Once they moved to a more sophisticated CRM with HubSpot, they started to analyze and utilize the data they had and found they didn’t need anything new, rather they needed to go much deeper into what they had.

There’s a tendency in the marketing industry to always chase after the next new thing or shiny object. Wendy cautions against falling into the trap of constantly seeking out new technologies or strategies without fully utilizing the data and resources already available. Instead, she advocates for going back to the basics and focusing on simple, effective strategies that can drive growth and success.

Try to identify the low-hanging fruit you can leverage to your benefit and understand and segment those contacts. This way, you can identify high-value leads, personalize your marketing efforts, and drive better results rather than constantly chasing after new trends.

Maximizing Your CRM Potential Without New Leads

If you feel like you’ve invested a lot in a good CRM system but are not seeing the benefits of your investment, take a look at the work being done. Is there a CRM champion on the team? Is there at least one person who owns it and develops a strategy around it? A CRM is a tool, but you should really build a strategy around it.

As a helpful exercise, Wendy suggests thinking about what you would do if you couldn’t get a new lead for 90 days. How would you generate new business with what you have? Ask yourself this question and use it to challenge yourself to find the gold that’s probably in your CRM.

Check your contact list and reach out to old clients and prospects. You may uncover valuable opportunities that have been overlooked. To this point, Wendy suggests trying to establish a real conversation instead of just using automation. This way, you’ll be able to build stronger relationships, foster trust with your audience, and ultimately achieve greater success in your marketing efforts.

From Putting Out Fires to Effective Agency Leadership

After running two businesses, Wendy continues to be surprised by the challenge of keeping both customers and employees satisfied. Balancing the needs of her clientele and her team while simultaneously focusing on business growth is an ongoing endeavor. Despite her extensive experience, just when she believes everything is on track something will happen that throws her back to working on the business instead of in the business.

Ultimately, a big part of business management revolves around continuous problem-solving. Those naturally inclined to navigate these challenges are probably better suited for the role. However, the best way to stop constantly putting out fires is to train and empower your team to make decisions based on the overall goals and directions set for the agency.

A clear leadership that sets the course for the business will lead to a team that is better equipped to make decisions and take initiative without constantly seeking approval from the leader, leading to a more efficient and effective work environment.

At the end of the day, most agency owners started a business not only looking to have more money but also to gain more time and freedom. Once you start to find the right people to take over the tasks you hate and form a team that works well together, things will flow naturally. This is why Wendy doesn’t believe in coaching and developing a person to fit in with the culture. If things are right, she says, it’ll flow. Sometimes if it feels too hard for someone to adapt to the team, you’re just trying to put the wrong person in the wrong seat.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Have you ever fired a client? If you could do it without repercussions on cash flow, would you? Most agency owners have horror stories about toxic clients who created an unhealthy environment for the team. Deciding to cut ties can be particularly daunting, especially when the client in question represents a significant portion of your revenue.

Today’s featured guest decided to prioritize herself and her team's well-being by firing a client before the situation escalated. She looks back on a long and successful career in marketing and highlights how she came back from losing major clients and how she learned to advocate for herself and her team.

Susan Finch is a seasoned entrepreneur, writer, and podcaster with nearly four decades of experience in the advertising and marketing industry. She began her career as a teenager at a recreational boating company and eventually transitioned to an agency in the 1990s, during the transformative rise of the internet.

After a few key clients parted ways with the agency she was presented with the chance to start her own firm and continue to work with the remaining clients. With thirty years of industry experience under her belt, she is eager to share valuable insights, discuss the challenges of losing significant clients, and explore the strategies she’s been using to focus on working on the business rather than in the business.

In this episode, we’ll discuss:

• Susa’s early mistake and learning to build a sustainable agency.

• Cutting ties with tosic clients.

• On impactful networking.

• Love, hate, delegate. 

How Early Success Can Mask the Need to Build Systems and Processes

In 1996, when the web was still very new, Susan started to work for an agency where she had the opportunity to work with clients like the City of Anaheim on interesting projects and fell in love with the work.

However, the agency took a big hit once this client moved their work in-house. The agency owner suggested that Susan establish her own agency offering to become her first client. At the time, she was nine months pregnant, and the idea of launching her own business felt overwhelming. Nevertheless, she embraced the opportunity and never looked back.

The transition to building her own agency was relatively smooth, with introductions being made, clients satisfied, and the work continuing without much fuss. However, looking back, Susan realizes this made her too comfortable. She was late to create her own prospecting processes to keep the pipeline full when referrals dried up.

Having landed on a business, Susan failed to plan for the future and have the different pieces in place to guarantee its proper functioning. Without those pieces in place, an agency will scale for a while but ultimately crash. The lack of vision, goals, and processes led her to work on the business all the time.

Longterm Benefit to Cutting Ties with a Toxic Client

The breaking point that led to the ultimate change for Susan was getting rid of a toxic client. This specific client was causing her and her team immense stress and draining their creativity and joy. It came down to making the difficult decision to fire them, despite accounting for 40% of the agency’s business, to guarantee a healthy and abuse-free work environment.

The immediate aftermath of this decision was a rough patch where thankfully Susan was not shy about calling up all her contacts and being very open about looking for small and big projects alike and the type of client she wanted to work with.

She began working as a fractional CMO with several companies and sometimes became the full-time solution they were looking for. Before long, Susan secured a new high-profile client, whose esteemed reputation gave her the confidence she needed to network effectively in her industry, having conversations with big-time CEOs and CMOs. Ultimately, firing her toxic client was a painful decision but the right one in the long run.

Rebuilding Your Agency’s Momentum & Bouncing Back from Firing a Major Client

Firing a client is intimidating, especially when they account for a significant part of your revenue. However, Susan knew it was time to stand up for herself and her team. Every agency owner has stories about difficult clients but it’s important to advocate for yourself and your team.

Don’t wait too long to raise the issue once you notice the problematic behavior is affecting the team and set clear boundaries This assertiveness can foster a more positive working relationship or lead to a necessary separation. Regardless of the outcome, your team will appreciate your commitment to their well-being, reinforcing the standards of treatment you expect.

In the end, the problematic individual at that old client’s company left and the company approached Susan to continue the working relationship months later. By standing up for herself, Susan was able to maintain her integrity, build stronger relationships, and create a more positive work environment.

Lessons on the Power of Personal Touch for Impactful Networking

Networking provided Susan with the opportunity to meet new people and make a lasting impression. She credits this to the fact that she’s not afraid to pick up the phone or schedule an in-person meeting.

People nowadays tend to rely on emails and social media to start conversations and don’t realize this can create a sense of detachment. By picking up the phone, meeting for coffee, attending events, and engaging in real conversations, agency owners can establish genuine connections that can lead to new opportunities, collaborations, and friendships.

In-person interactions allow for spontaneity, creativity, and a deeper level of understanding that may not be achieved through digital communication alone.

Consider your agency’s email list. If you have a few high-engagement contacts who are yet to become clients, why not reach out with a simple phone call to express your gratitude for their engagement? They will likely be pleasantly surprised to learn that your sole intention is to thank them, leaving a memorable impression.

Making that phone call demonstrates your commitment to going the extra mile to connect, engage, and show genuine interest in others. This approach can lead to stronger relationships, enhanced trust, and a profound sense of connection among individuals.

The Love, Hate, Delegate Approach to Leadership

Just like choosing to work with the right clients will help you create the type of work you love to do and motivate you to do great things, Susan advocates for the “love, hate, delegate” approach—an effective method she's learning to use to regain focus on her business operations. This system involves categorizing tasks into three distinct groups: those she loves to handle personally, those she can eliminate, and those that can be delegated to others.

At the end of the day, agency owners don’t just want to scale their business, they want to get to a point where they can build a team that can take over and get their time back. Time is irreplaceable so find ways to keep building your business while still doing the work you love. Get your ego out of it and allow other people to come in and make you look better.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

How often do you take time off simply to rest? Do you carve out moments to recharge and find stillness before the daily whirlwind begins? If you’re a successful entrepreneur who doesn’t prioritize rest, you may be heading toward burnout. Today’s featured guest is an entrepreneur who’s created several noted frameworks for business owners, empowering countless individuals to elevate their businesses.

Gino Wickman is an entrepreneur, content creator, and most notably the founder of Entrepreneurial Operating System (EOS). Through the years he’s noticed highly accomplished entrepreneurs tend to feel unfulfilled in what should be the highest point of their success. This happens when they forget the fundamental purpose behind building a successful business: to create a fulfilling life. In this episode, you will gain insights into achieving success while maintaining fulfillment in both your professional and personal life.

Gino has created many business frameworks but EOS is what he’s best known for and is used by hundreds of thousands of companies around the world. In his new book, "Shine," Gino explores the idea of achieving success while maintaining balance and fulfillment in life. This is something many entrepreneurs often struggle with and may not even realize it.

In this episode, we’ll discuss:

• Why business success isn’t enough.

• Breaking work cycles.

• 3 discoveries to free your true self.

• The ten disciplines.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Check out Gino Wickman on the 2 disciplines every agency owner needs.

The Missing Piece: Why Isn’t Business Success Enough?

With a track record of thirty years working with entrepreneurs, Gino realized that, even though he has been helping them create thriving businesses, many of his clients continued to feel unfulfilled. This is something Gino himself can relate to and what led to him to creating his latest framework centered on helping entrepreneurs master both their inner and outer worlds.

Many people achieve remarkable success but continue to feel unfulfilled or unbalanced, even if they have more money than they know what to do with. Attaining external success and continuing to struggle with finding purpose and feeling empty on the inside is common for business owners. This underscores the need to nurture our inner selves in addition to focusing on external achievements.

In our fast-paced and achievement-oriented society, it’s easy to get caught up in the pursuit of external success and validation. However, without a strong foundation of inner fulfillment, external achievements can feel hollow and unsatisfying. That’s why prioritizing self-reflection, self-care, and personal growth is essential to cultivating a sense of inner peace and fulfillment.

Breaking the Work-Hard and Hustle Cycle

After selling EOS Worldwide, Gino found himself in a remarkable position, engaging in work that he genuinely loved. This newfound contentment revealed to him he had been operating under a belief system based on non-stop work since age fifteen. Back then he committed to work hard and build an empire around what he thought would make him happy.

Now, years later, it finally hit him that he had been enduring the unhappiness created by his work obsession and the feeling of safe and contentment after the sale is what helped reveal this pattern. He realized it was time to work on his inner struggles and find true fulfillment.

Just like Navy SEALs commonly experience trauma once they are safe at home, entrepreneurs often find that their inner demons come to the surface when they are not focused on a task or goal. These moments of stillness and introspection present an opportunity to confront our fears, insecurities, and past traumas, and ultimately free ourselves from the burdens that have been holding us back.

To deal with this, Gino recommends meditation, which many people reject fearing that the moments of quiet will evoke past trauma. Nonetheless, Gino believes there is a need to let this stuff come up, to shed the layers of armor you’ve built up, and to free yourself. Achieving this freedom is what will allow individuals to make a real impact on the world and become much more creative.

3 Discoveries to Free Your True Self

Some people think that growing and selling your business brings freedom. However, Gino presents a different perspective, advocating for three transformative insights that can help you unlock your authentic self while enhancing your energy, impact, and inner peace.

1. Recognize and accept that being driven is part of an entrepreneur’s DNA and wiring. Acknowledging this helps you navigate the ups and downs of that drive and recognize the impact it has on your mental, physical, and emotional well-being.

2. All decisions are made out of love or fear. Understanding the motivations behind your actions will help you make more conscious choices that align with your true self rather than your ego. This awareness can help entrepreneurs break free from patterns of fear-based decision-making and move towards a place of love and authenticity.

3. Know it is possible to be BOTH driven and have peace. This may seem contradictory at first, as many driven individuals equate drive with a constant state of hustle and striving. However, finding peace does not mean losing drive; in fact, it can enhance it. At this stage of his life, Gino has everything he’ll ever need; nonetheless, he’s more motivated than ever. By letting go of the need to constantly be in motion and finding a sense of inner calm, driven entrepreneurs can tap into a deeper source of motivation and creativity.

The Ten Disciplines

The next step after embracing these discoveries is how to implement them into your life. In this sense, Gino emphasizes the transformative power of shedding everything that isn’t the real you. He encourages entrepreneurs to let go of societal expectations, comparisons to others, and unnecessary tasks or responsibilities that do not resonate with their core values and passions.

The 10 disciplines outlined by Gino provide a roadmap for achieving this state of authenticity and include:

1. Tenure thinking

2. Taking time off

3. Knowing oneself

4. Being still

5. Knowing one's 100%

6. Saying no often

7. Avoiding low-value tasks

8. Preparing nightly

9. Organizing one's life

10. Practicing humility

     

Following these disciplines, anyone can begin to strip away the layers of conditioning, false beliefs, and distractions that prevent them from living in alignment with their true selves.

For instance, knowing your 100% is a step that will help you pinpoint the perfect amount of effort you’ll need to create something amazing as an entrepreneur. Also known as the work container, this measure should answer how many weeks of the year and hours per week you can work to reach your maximum output without going over or under that measure. One extra hour over that measure may lead to burnout while one hour less might mean you’ll start to get bored.

The key to finding this magic number is to start experimenting with how you manage your time. Instead of deciding you’ll only work three days of the week as of tomorrow, start reducing your working hours little by little and see how you feel, how your energy levels change, and whether or not you’re still able to handle your workload. The perfect balance will allow you to manage your energy while making as big of an impact as possible. 

Learning to Sit Still Without Guilt

Do you find it challenging to sit still? If so, you may struggle because your mind is preoccupied with tasks and responsibilities that are piling up, making it difficult to take a moment to reset and recharge.

What does ‘stillness’ mean in this scenario? It means four things: meditation, prayer, contemplation, or journaling. The idea behind this daily exercise is to set aside time to just stop and let your soul catch up to be present and aware.

For his part, Gino recommends dedicating thirty minutes each day to simply sit in silence. As simple as that sounds, it’s hard for driven entrepreneurs. If this is your case, just try starting with 10 minutes every day and slowly work your way up to 30 minutes. Being constant with this practice will allow you to feel more present, aware, energized, and creative, which will benefit every aspect of your life, not just your performance as an entrepreneur.

Why 130 Days Off Could Boost Your Business

Just like sitting still can be a challenge for entrepreneurs, taking time off can be even harder. However, Gino recommends business owners take at least 130 days off a year, which may seem like a lot if you’re used to working long hours and prioritizing productivity above all else.

Personally, Gino has taken the month of August off for the last twenty-five years and is a big believer in the power of a sabbatical. He insists these days off must be days when you do not think about work at all.

By taking time off, we allow ourselves to rest and rejuvenate, which can lead to increased creativity, productivity, and overall well-being. It allows us to step back from our daily routines and responsibilities, gain perspective, and come back with a fresh outlook on life.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you find it hard to remember the name of someone you just met? Do you struggle to recall the details of last week’s meeting? Busy agency owners are constantly juggling countless responsibilities which is overwhelming and leaving you feeling like you're losing your edge. But what if you could sharpen your mind and tackle daily challenges with confidence?

Today’s featured guest has transformed his remarkable journey as a record-holding memorization expert into a powerful business dedicated to helping entrepreneurs enhance their memory skills. By harnessing effective visualization techniques, he empowers individuals to project themselves into a future filled with success. In this episode, learn more about his inspiring story and insights on memorable marketing and memorization.

Dave Farrow is the founder and CEO of Farrow Communications, a full-service public relations and digital marketing agency with a reputation for creating ‘memorable’ marketing and publicity campaigns. Dave shares his incredible journey from being diagnosed with ADHD and dyslexia to becoming a Guinness World Record holder in memorization and building his business around his passion for helping people understand the brain's workings.

His most recent book ‘Brain Hacker’ is another step in his mission to show that the brain can change and be trained to improve memory.

In this episode, we’ll discuss:

• Supercharging your memory with visual associations.

• The super learner’s toolkit to remember everything.

• The use of visualization techniques in business.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Using ADHD to Transform a Talent into a Mission

As a child, Dave was often led to believe that his ADHD would hinder his chances of achieving success. This conviction ignited a profound curiosity about the workings of the brain and the concept of neuroplasticity. Dave became passionate about the idea that the brain is capable of change, adaptability, and training, embarking on a mission to demonstrate this potential.

Through dedication and hard work, he broke the Guinness World Record for memorizing the order of 59 decks of cards, an accomplishment that showcased his exceptional memory skills and brought him a lot of publicity and recognition. However, he realized memorization alone was not enough to guarantee success. He needed to find ways to leverage his memory skills to create opportunities for himself.

His time as ‘the memory guy’ gave him access to several media outlets, including appearances on The Today Show and features in The New York Times. Leveraging this exposure, Dave began to pivot the narrative from a personal focus to a broader mission—promoting effective learning strategies to enhance memory and combat memory loss. Through this approach, he aims to provide valuable solutions that can benefit others.

Visual Associations as the Secret to Supercharging Your Memory

Human beings are naturally good at remembering people’s faces. However, we’re not as good at connecting those faces to names. Throughout his career, Dave has used memorization to teach people to improve their memory. Specifically, one of the main techniques he uses is the Costume Party Technique, where people associate the name with a costume and imagine the person wearing it. Creating visual associations with names can be a powerful tool in improving memory retention.

By creating these visual associations with something we want to remember, we engage different parts of our brain and make the information more memorable. This technique can be applied to various aspects of life, not just remembering names.

The Super Learner's Toolkit: Combining Organizational Strategies and Purposeful Memorization

When it comes to greater amounts of information, like remembering key points from a meeting, Dave looks at it as organizing information rather than just remembering it.

Much like creating a grocery list before shopping, one can utilize the “method of location” to construct a mental map. This technique involves associating each piece of information with specific objects or items within a familiar space—like an office or a room—, making it easier to remember and access important details.

Organizing information can help us avoid confusion and errors that may arise from simply memorizing without a clear structure. Moreover, understanding context is equally important to effective memorization. Learning out of context can hinder progress significantly. By combining organization and purpose-driven learning, you can become a super learner and collect skills like others collect stamps.

Using Visualization Techniques in Client Pitches

When pitching clients for a big opportunity like appearing on ABC, Dave and his team try to choose words that help visualize the experience. For instance, they’ll try to get the producer to picture that client in their studio. This is a powerful technique that taps into the brain's ability to believe what it sees. In this sense, using visual language and asking questions can help potential clients imagine themselves in a specific scenario, increasing the chances of closing a sale.

To take this experience to sales, focus on what the client is looking for rather than just presenting the problem. If you can articulate this the fastest, then you’ll get the biggest response. Incorporating questions enhances the visualization process when done correctly, prompting the client to imagine themselves in a specific scenario or consider their past experiences. This approach is particularly effective on websites or marketing materials, where asking questions like "Do you want X" or "Do you think this is X" prompts visitors to visualize themselves using the product or service being offered.

Using Visualization to Empower Aspiring Entrepreneurs

Even someone like Dave, renowned for his exceptional memorization skills, dedicates time each morning to hone his abilities. Drawing from his past experiences with Buddhist practices, he incorporates meditation into his routine, visualizing his goals and aspirations for the day ahead.

This method of visualization serves as a powerful way to concentrate on your desired outcomes and maintain motivation in your pursuits. Dave envisions himself as already successful, effectively training his brain to identify innovative strategies for achieving his objectives and overcoming challenges.

For aspiring entrepreneurs, he recommends reframing their mindset. Rather than perceiving their venture as something they are merely starting, which can evoke feelings of overwhelm about the journey ahead, they should visualize themselves as having already succeeded. This shift in perspective prompts the brain to generate actionable ideas and solutions, ultimately serving as a crucial catalyst for progress.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Have you clearly defined your service offering to the extent that you can productize it? Or do you prefer to customize your approach for each client’s needs? Which strategy aligns better with your agency's objectives and overall success? Today's featured guest transitioned from providing highly customized services, which impacted his team's ability to meet deadlines and adhere to budgets. He has since adopted a productized model and is currently exploring how to effectively present differentiated pricing tiers. Join us as we delve into invaluable insights on launching and scaling a creative agency, optimizing your service offerings, and gracefully managing a co-founder's exit.

Matthew McIver is the founder and CEO of Commence Studio, a B2B brand and e-commerce agency with a proven track record for helping purpose-driven companies build widely-known brands. He shares his journey from graphic designer to agency owner and offers insights for those considering buying or selling a business.

In this episode, we’ll discuss:

• The hidden costs of customization.

• Learning the value of processes and standardization.

• Two paths to agency growth

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Navigating an Agency Partner’s Exit

Ever since high school, Matt envisioned a future where he would own an agency—an aspiration he regarded as the pinnacle of success for a graphic designer. After honing his skills in design and photography at art school, he made the transition into the agency world, where he worked as a freelance designer and web developer at several firms.

Eventually, Matt partnered with a like-minded individual to embark on the ambitious venture of starting their own business, pooling together just $500 to kickstart their dream. Matt quickly learned that building a successful business requires immense perseverance—navigating through growth, setbacks, and the resilience to rise again.

After years of building the agency together, Matt's partner experienced burnout and lost his passion for entrepreneurship. The split was amicable, characterized by mutual respect and a buyout agreement that allowed both parties to prioritize their respective futures without ego interference.

Reflecting on this pivotal period, Matt notes the buyout agreement they drafted through LegalZoom served its purpose in outlining the terms of their separation. However, he recognizes that a more tailored agreement crafted by a legal professional would have provided additional benefits and advises having a comprehensive and detailed agreement in place when entering a partnership.

The Hidden Cost of Customization and Not Having SOPs

Looking back at his experience building the agency with his partner, Matt reflects on how the agency saw rapid and significant growth. However, he recognizes their journey was largely improvised, resulting in various shortcomings, the most notable being the lack of processes. As they scaled, they inadvertently constructed a business model centered around their craft and talent, leading to a portfolio that lacked distinction among brands.

The agency found itself specializing in a singular type of design, which necessitated training every new hire—both designers and developers—in the same approach. No documented SOPs were in place, as each product was custom-built for new clients. This absence of structured processes led to several oversights, not necessarily diminishing quality, but causing them to miss deadlines and exceed budgets. Matt realized he was essentially forfeiting potential revenue by not understanding the value of the ideas they were providing for free.

More recently, they moved into a productized format that helped take their sales cycle from 88 days to just 8 days. They have packaged their services into standardized offerings that can be easily replicated and sold to multiple clients by creating a catalog of three tiers of services.

The Power of Standardization & Learning the Value of Processes

Moving into a more productized format poses the question of how much to charge for each of their service’s tiers and whether or not they should make those prices public on their website. On one hand, having value-based advisory emphasizes the importance of providing personalized, strategic advice to clients. Rather than treating clients like a commodity, their approach is based on the individual needs and goals of each client. On the other hand, research indicates that clients like to know the options available to them.

After refining their sales process, Matt is now able to ask the right questions to find out what kind of business the leads are in, and their size, and position their product catalog quickly accordingly. He then presents all three options in their catalog and highlights the one he recommends for that specific client. However, this has sometimes created confusion among clients who feel overwhelmed by the options.

Ultimately, clients seek to engage with an industry expert they can trust to provide effective solutions to their challenges. They don’t want to make decisions but rather have someone take care of the problem and present solutions that make it a no-brainer. It’s important to position yourself as a trusted advisor to clients, which is why presenting the right price offering based on the client’s needs and budget after the initial meeting might be the best option.

High-Touch vs. High-Efficiency: Two Paths to Agency Growth

The key to value-based advisory is the ability to guide clients through complex decision-making processes and offer expert recommendations based on their unique needs. It’s an approach that involves actively listening to clients, understanding their pain points, and presenting solutions that align with their goals. However, there’s no one-size-fits-all approach to scaling an agency and while some entrepreneurs may choose to focus on offering high-end, personalized services at premium prices, others may find success by adopting a more streamlined and cost-effective approach.

For instance, some agency owners have found success in "creating a factory", a powerful and thought-provoking idea that challenges traditional notions of pricing and service delivery. This is the case of David, who built a successful agency by offering low-priced services in a streamlined and efficient manner.

By focusing on efficiency, simplicity, and scalability, David was able to attract a large number of clients and ultimately sell his agency for a substantial sum. His approach of offering standardized services at a low price point may seem counterintuitive to some, especially in an industry where high prices are often equated with quality. Ultimately, the key is to understand your target market, identify their needs and preferences, and tailor your business model accordingly.

Building a Strong Culture that Prioritizes Flexibility and Growth Opportunities

Matt is very conscious of the fact that his team is his greatest asset and is committed to treating them with respect while providing compelling reasons for them to remain with his agency. He feels a profound sense of gratitude for the loyalty shown by some employees who have been with the agency since its inception, even amidst various challenges and transitions. His vision has always been to cultivate a close-knit team of around fifteen members, and although recent difficulties necessitated a downsizing, he is now focused on rebuilding.

He takes pride in building a strong culture that values time and freedom, especially as a new father. He also recognizes the importance of offering flexibility and a supportive culture for their team. By focusing on transparency, open communication, and providing tools for retention, he has been able to create a positive work environment where employees feel valued and supported.

In addition to offering competitive benefits such as health and wellness benefits, gym benefits, and paid time off, Matt goes above and beyond to support his team through personal challenges and difficult times. His dedication to prioritizing employee well-being reflects a genuine commitment to investing in his team members, recognizing that they are more than just assets or sources of income.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

How much automation should be integrated into your agency's processes?  When is automation a good idea, and when isn’t it? Are your agency services diverse enough to withstand a shifting market? In this interview, learn from one agency owner who has grown her agency making very conscious decisions about what she’ll need to build a business that stands the test of time. From avoiding heavy automation to building a team based primarily in the US while living in Romania, she considers all angles before making long-term plans and has pushed against some trends to find her path. In this episode, we delve into her journey and gather valuable insights on scaling an agency in the dynamic world of e-commerce.

Alina Vlaic is the owner of AZRank, an e-commerce agency that offers tested and successful solutions for launching products across all e-commerce platforms. Alina shares her journey of starting her agency from scratch in 2018 and growing it to a 20-person team dedicated mostly to Amazon sellers, e-commerce businesses, and online entrepreneurs. She discusses the decisions she’s made from the start, to do what felt best for the success of her agency.

In this episode, we’ll discuss:

• Choosing flexibility for long-term success.

• A global vision with a local agency approach.

• Expanding your agency’s toolkit to survive market shifts.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

An Unexpected Journey from Amazon Seller to E-Commerce Agency Owner

As an Amazon seller alongside her husband, Alina experienced firsthand the rollercoaster ride of e-commerce - including a devastating low that nearly derailed their dreams. It was during this time that she identified a gap in the market for services that were not being offered in the way she wanted. She saw some things were still missing in the 2017 Amazon landscape and set out to create a service that would address these needs for clients.

After slowly building up her clientele from just a couple of friends to a full team to continue providing services, she found herself having created a business around Amazon sales. It was time to transition from a one-woman show to a structured business and start growing a team.

Bucking the Trend: Choosing Flexibility for Long-Term Success

While her peers rushed to embrace every new technology promising lightning-fast results and the industry pushed for automation at increasingly higher rates, Alina took the opposite stance. Although automation could have helped her grow tenfold, she's made the conscious decision to pump the brakes on this high-speed approach.

The soul of her service lies in its flexibility - a quality she fears would be sacrificed on the altar of full automation. She's not willing to trade the ability to adapt and tailor her offerings for the sake of rapid expansion. Without flexibility, she would not be able to offer efficient services.

Executing a Global Vision with a Local Agency Approach

When Alina set out to build her dream team, she knew that the human touch would be her secret weapon. She needed to ensure her clients received top-notch attention in their own time zones while avoiding the pitfalls of language barriers. If clients weren’t receiving the right answers to their questions or didn’t understand the agency’s survey and processes, nothing would be ultimately accomplished. This is why she made the unusual and daring decision to hire a US-based team run remotely from Romania.

Furthermore, she was also very conscious about empowering her team from the very beginning. One of the smartest decisions Alina has made was letting her current COO and first hire handle the hiring process of the rest of the team. After that, she’s been “in the back seat” as she lets her team take over operations.

It's a transition that many agency owners dream of but few achieve, often finding themselves trapped by their own need for control.

Expanding Your Agency’s Toolkit to Survive Market Shifts

Alina started her agency with a focus on Amazon-dedicated services, but she quickly realized the need to expand into other areas like press articles and content generation. More than a response to market demand, this diversification was a strategic move to mitigate risks associated with relying on a single service offering.

Her decision to diversify her services highlights the importance of staying agile and responsive to changing market dynamics. In today's fast-paced digital landscape, agencies need to be able to pivot and adapt to new trends and technologies. Alina had in mind after seeing many agencies have to completely reinvent themselves once the market changed and their entire business model went down the drain.

By diversifying their services, agencies can not only capture new opportunities but also protect themselves from sudden shifts in the market that could potentially shut down their business overnight.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you thinking about an eventual exit from your agency? Curious about how to prepare for selling your agency down the road? Preparing for a potential sale well in advance can be beneficial, even if you ultimately decide to retain your business. Our guest had a clear vision of his goal: to grow his agency while waiting for an opportune moment to sell. He shares valuable lessons on how coaching accelerated his growth and why he wishes he had joined a mastermind group sooner to establish the necessary systems for a successful sale. He shares insights into building a thriving agency and navigating the industry with a strategic approach.

Ronik Patel is the founder of UnlimitedWP, a white-label WordPress Development company recently acquired by the white-label agency and longtime friend of the Smart Agency podcast, E2M Solutions. He shares his journey in the agency space, from starting Unlimited WP to its recent merger with E2M, and discusses the unique approach of productizing white-label services for digital agencies and the inspiration behind it.

In this episode, we’ll discuss:

• Building a sellable agency from scratch.

• The impact of agency peer groups.

• Preparing for an agency sale.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Building a Sellable Agency from Scratch

Ronik has been in the agency space for eight years, when after completing his master’s degree in entrepreneurship, he faced the challenges of a failed startup and recognized the need for a venture that required minimal initial investment. While operating an agency is not without its complexities and uncertainties, it offered him the opportunity to launch a business independently and with no capital, allowing him to gradually develop it into a lifestyle enterprise.

However, Ronik's ambitions extended beyond merely creating a lifestyle business; he aspired to build an enterprise with the potential for future sale. To achieve this, he engaged with agency coaches to explore alternative models that would allow for rapid scaling and eventual sale. Inspired by design firms that successfully productized their services, Ronik noted the absence of similar strategies within the agency sector at that time. Determined to innovate, he set out to implement this approach in his own agency.

Accelerating Success: The Impact of Agency Peer Groups

Reflecting on his personal journey, Ronik believes that one of the most impactful decisions he could have made earlier was to seek out a mentor and join a mastermind group. His experience has shown that being part of an agency group and learning from industry experts can dramatically accelerate growth and success.

By being part of a community of like-minded individuals, a step he took during his third year of owning an agency, entrepreneurs can gain valuable insights, advice, and support that can help them navigate challenges and make informed decisions.

However, changes don’t happen overnight. It took Ronik a couple of years to learn and implement what he learned, so he could have potentially achieved his goals in half the time if he had joined sooner. Ultimately, engaging with others and sharing experiences, helped him gain the confidence to try different things and improve his business strategies.  

Moreover, things won’t just happen unless you challenge yourself to actively participate in these communities to reap the full benefits of membership. Ronik stresses the importance of showing up, asking questions, and seeking help when faced with challenges. Being proactive and engaging with other members is the best way to leverage the collective knowledge and expertise of the community to overcome obstacles, find solutions, and achieve their goals.

Building Value for Buyers: Lessons in an Agency Exit Strategy

When it came time to sell, Ronik didn’t have one particular reason to take this step. The timing was right, the offer was just right, and he had always envisioned he would sell at some point.

Outside of just waiting for the right moment, he does recommend preparing for that moment by making a shortlist of potential buyers and initiating conversations with them to understand what they are looking for in a buyout, as well as actively seeking out potential buyers and making introductions early on in the process. By building relationships with potential buyers and understanding their criteria for a buyout, entrepreneurs can better position themselves for a successful sale when the time comes.

Ronik also highlights the importance of understanding where the weightage will go in a potential buyout. He shares his experience of not knowing initially that factors such as the team, revenue, brand, and marketing channels would be crucial in the eyes of the buyer. By knowing this information ahead of time, entrepreneurs can tailor their efforts and focus on strengthening these aspects of their business to make it more attractive to potential buyers.

Ultimately, it’s always good to set up your agency for a possible future exit even if you don’t end up selling because it creates freedom either way.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you price your agency services based on time spent or based on value delivered? Your fees should reflect the expertise you bring to solving your client's challenges, not how long it takes. If you still consider time your most valuable metric, it may be time to reassess the true value you offer. Our featured guest started her career in PR and ventured to start an agency after becoming disillusioned with corporate decision-making; often neglecting the best interests of both teams and clients. She set out to build an agency that would get the job done while not losing sight of their values. Tune in to learn how she learned to appreciate the value she brought to clients and how that changed the way she prices her services and structured her offer.

Sharon Robustelli is the founder of Ten3 Public Relations, an agency with a mission to elevate female founders and help them raise their authority in their industries. She shares her journey from starting in entertainment PR to eventually founding her own agency and figuring out the struggle between value and time.

In this episode, we’ll discuss:

• Figuring out the pricing struggle between value and time.

• A surefire foot-in-the-door strategy.

• Fueling creativity and innovation for your agency team.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Turning Frustration into Motivation and Innovation

Injustice can serve as a powerful catalyst for change and achievement. This is what inspired Sharon to establish her agency "out of spite." With a degree in public relations—an increasingly rare credential—she embarked on her career in entertainment PR. After a decade of mastering this segment of the industry, Sharon began to explore opportunities for a strategic pivot. This transition ultimately led her to consumer PR, igniting a passion that continues to drive her work today.

As she climbed the ranks in the agency world, Sharon reached a point where she was exposed to the inner workings of decision-making at a higher level. This experience opened her eyes to the bureaucracy, internal politics, and priorities that were not always in alignment with what was best for the team and the clients. She felt disillusioned by the way decisions were made and the lack of consideration for the impact on individuals' lives.

More than anything, she was taken aback by how much time was lost with bureaucracy and trying to look smart and strategic to clients. She was determined to create a space where she could prioritize the well-being of her team and focus on serving her clients in a way that aligned with her values and mission. In doing so, she took a bold step towards creating a more equitable and empowering work environment for herself and those she serves.

Figuring out the Pricing Struggle Between Value and Time

The biggest ‘aha moment’ that led Sharon to leap into starting an agency realizing the the struggle between her value and her time. She recognized that her value lies in her experience and knowledge rather than the amount of time she spends on a project. This shift in mindset allowed her to break free from the traditional agency model and start her own agency, where she could focus on delivering tangible results efficiently and effectively.

She had not internalized she was good at what she did and figured if someone paid her to do something it meant she had to spend a certain amount of time doing it. In the end, clients are not paying for the number of hours spent on a project; they are paying for the expertise, creativity, and strategic thinking that professionals bring to the table. Prioritizing expertise is a way for agencies to deliver higher quality work in less time, ultimately leading to greater client satisfaction and long-term success.

 Sharon's advice is to embrace your expertise and acknowledge the value it brings to the table. This also extends to pricing strategies, as she highlights that charging for the time spent doing something meant losing money for her. Instead, charging based on the value provided will allow you to command higher prices and build long-term relationships with clients who appreciate the impact of their work.

Establishing Expectations and a Surefire Foot-In-The-Door Strategy

Understanding your value is essential for developing an offer that effectively showcases your expertise while minimizing the time and resources spent on client pitches. For Sharon, this begins with establishing clear expectations with clients right from the start of their relationship. She emphasizes her approach of not pitching a specific offer; instead, she arranges a session dedicated to understanding the client's unique needs and crafting tailored solutions.

Providing clients with a roadmap or strategy upfront allows agencies to demonstrate their expertise and show clients the value they bring to the table. This approach not only helps clients understand the benefits of working with a professional but also saves time and resources and sets the stage for a more collaborative and successful partnership.

A session like this would be a perfect foot-in-the-door strategy you can use to filter out serious clients from those who may not be a good fit. If you’re working on your foot-in-the-door offer, just remember to ask yourself the following questions:

• What’s the perceived value?

• What’s the speed of execution?

• Does it lead to a logical next step?

• Is it something you can co-create with the prospect?

If your strategy provides value, does not take much time or effort to create, and leads the prospect to a follow-up project co-created with them, then you have a winner. More often than not, prospects will enjoy the transparency of being part of that process.

Fueling Creativity and Innovation for Your Agency Team

Business owners often find themselves responsible for large teams and can’t seem to get comfortable with the idea of leading. Sharon advises staying curious and continuously exploring new ideas and perspectives to refuel passion and drive for work. Look for things that keep you interested in the world and seek outside stimulation; engage in conversations with others, read, take walks, and pursue interests outside of work and family to expose yourself to new experiences and ideas that can broaden your perspective and keep your mind sharp and engaged.

Creativity is a key component of success in any field, including business. When you remain curious and open-minded, you’re more likely to come up with innovative solutions, think outside the box, and adapt to changing circumstances. By exposing themselves to new experiences and ideas, they can broaden their perspectives and keep their minds sharp and engaged.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Do you know the power of intertwining your personal narrative with your business journey? Do you know how to find the thread that unites that story with your agency’s mission and values? Today’s guest is a narrative strategist who built his agency around helping entrepreneurs shape their stories to attract the right clients by communicating their goals and values. Discover how owning and sharing impactful stories can set owners apart from salespeople and lead to successful outcomes.

Matthew Woodget is a self-proclaimed "hopeless story addict" and the founder and Chief Storyteller of Go Narrative, an agency focused on supporting changemakers by helping them reshape their narratives and align them with their vision.

Matt believes in the importance of stories in building meaningful connections and achieving collective business success. He delves into the common pitfall of sharing too much information too soon, leading to missed opportunities in sales. He highlights the power of owning and sharing compelling stories to differentiate oneself and drive success.

In this episode, we’ll discuss:

• The power of a well-crafted narrative.

• The Seven Types of Business Stories.

• Finding the heart of your story. 

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What is the Power of Narrative and Storytelling in Business?

As a narrative strategist and lover of stories, Matt knows the importance of storytelling in business and personal relationships and its power in shaping one's narrative, building meaningful connections, and ultimately achieving collective success with and through others.

Although he doesn’t particularly like the term storytelling, Matt recognizes it as a powerful tool to get people’s attention. To him, we are all constantly interpreting the world around us and building a picture. The way we communicate this is where we start to touch on the concept of storytelling, whether it is to get somebody’s attention, get children to learn an important lesson, etc.

In today's fast-paced and competitive world, the ability to tell a compelling story is more important than ever. Whether you are a business owner, a salesperson, or an individual looking to make an impact, it can be a powerful tool to communicate your message, connect with others, and achieve your goals.

By mastering the art of storytelling, agency owners can effectively communicate their unique value proposition, and personality, and create a memorable impression on others.

7 Types of Business Stories: Crafting Your Agency’s Narrative

In December 2022, Matt decided to study some popular story models. In his research, he found that, while it is a well-known and powerful storytelling framework, the hero's journey may not always align with the needs and goals of a business. Instead, he decided to focus on Booker’s Seven Basic Plots and used it as the base to create a similar framework that can be adapted to businesses.

His model presents things business owners deal with every day in a language they’re used to using. It’s a tool for clients to add to and create their own stories and provides a practical way to get people started on the journey of shaping their stories.

The 7 types of business stories outlined by in this model are:

1. The Challenge

2. The Pivot

3. The Catalyst

4. Innovation

5. Improving Experiences

6. Changing Perceptions

7. Growth Mindset

Each serves a different purpose and can be used strategically to convey messages, inspire action, and drive change within an organization.

Finding the Heart of Your Story and Discovering Your 'Why'

Things are considered cliché because they ring true. However, people tend to use clichés as a crutch, forgetting to tap into what they really mean. Instead, your authentic story — your why — is the one you draw power from and drives you. It comes from your early formative years when you figured out how to live and it starts to manifest when you choose how you’re going to live.

When he works with clients, Matt ultimately aims to identify the heart of their story (the answer to “Why do I do this?”) and the head of the story (the practical aspects); Finding the heart can be the trickier piece, and it may take going back to your childhood to find that aha moment where something clicked about the person you would become, the values you uphold, and the reason you ended up doing what you do.

Identifying these elements can help individuals gain a deeper understanding of their motivations and drive and uncover the core values and beliefs that guide their actions and decisions.

Storytelling as a Bridge to Connect Teams, Clients, and Communities

There is no denying the profound impact of storytelling in its diverse forms and its ability to forge deep connections with others. Once you have honed your story, the key to effectively conveying it to your audience is to first instill it within your team. You may be very intentional with your agency’s story if you don’t ensure everyone on your sales team knows and believes in that story. It risks being lost in translation when they seek to convey it to clients.

Storytelling can be a powerful tool for building empathy and understanding and by sharing personal experiences and perspectives, agency owners can create connections with others and foster a sense of community. This can be especially important in today's fast-paced and often disconnected world, where people seek that sort of connection and recognition in others’ stories.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you planning to buy an agency as a growth strategy? Or, do you want to make your agency attractive to potential buyers? Today’s guest started his agency journey by buying an agency as an exit from his previous career in venture capitalism. He purposely sought out agencies, seeing them as cash flow machines. He looks back on that process and offers some valuable pointers and considerations for agency owners looking to buy or sell an agency in the near future.

Nick Fraunfelder is the owner and CEO of Sure Oak Digital Marketing, an agency specializing in SEO, link building, paid media, and analytics. He shares his journey of buying a digital agency and transitioning from a career in venture capital to becoming a business owner. Despite skepticism from friends, his passion for revenue conversations, desire for freedom, and dictating his own future have led him on a highly successful path.

In this episode, we’ll discuss:

• Using the MED framework for a successful agency acquisition.

• Recasting expenses to unlock hidden agency value.

• Escaping the agency sales trap.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Why a Digital Agency Acquisition Makes Sense on Paper

Nick's decision to purchase a digital agency in 2022 raised eyebrows among his friends, who considered it a risky move in a fiercely competitive industry. However, having spent years in venture capital, making bold investments in high-risk assets, and serving as a CRO with reporting responsibilities to investors and boards, Nick found it liberating to have the autonomy to chart his own course and pursue his passion.

When it came time to choose what type of business he wanted to acquire, he immediately thought of an agency, which in his view was a cash flow machine with high client retention rates.

Nick’s thinking was that agencies typically operate on retainer contracts, offering ongoing services like SEO, paid advertising, and analytics. The predictability and stability of this recurring revenue model make digital agencies particularly appealing to potential buyers and investors.

He advises potential buyers to prioritize operational efficiencies. By recognizing and addressing these factors, buyers and investors can capitalize on the stability and predictability that digital agencies offer, ensuring a sound investment with long-term potential.

Maximizing an Agency’s Value by Focusing on Multiples, Earnings, and Debt

The way Nick makes money in acquisition deals is through a concept called M.E.D. (Multiples Expansion, Earnings Expansion, and Debt Paydown).

• Multiples Expansion: If agency owners can expand their multiple by focusing on a niche, making their agencies more sticky, they’ll have better renewal rates and a better price in the market.

• Earnings Expansion: For this, focus on increasing your bottom line and get rid of unnecessary expenses.

• Debt Paydown: In his case, Nick did take on debt and set out to pay it in a certain amount of time. For instance, if he buys for $5 million, he would pay it off all in five years and sell it again for $5 million, effectively securing $5 million with minimal initial investment.

In his experience, agency owners can get a very good deal if they make themselves attractive by paying attention to these elements.

Unlocking Hidden Value by Recasting Agency Expenses

The number one rule for Nick buying a business with debt was that the bank gets paid every month. He needed to make sure there was enough margin every month to both pay the bank back, make payroll, and finally, pay himself. This is where buyers should be aware of the importance of recasting expenses for better EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization).

Recasting expenses involves identifying and adjusting non-recurring or discretionary expenses that may not continue under new ownership. These expenses may include one-time investments, personal expenses, unnecessary overhead costs, or expenses related to activities that are not essential to the core operations of the business. Recasting these expenses will allow to improve the EBITDA, making the business more attractive to potential buyers and increasing its valuation.

In the context of a digital agency, recasting expenses can have a significant impact on the overall financial health of the business. For example, expenses related to marketing, operating costs, tools, or other non-essential expenditures can be identified and eliminated to improve the bottom line, leading to a higher valuation and potentially attracting more buyers or investors.

Uncovering an Agency’s Salesmouse Trap

The number one thing Nick looks for when thinking about how he could grow an agency after acquisition is what is their sales mousetrap. He considers the “sales mousetrap” as the processes and systems for attracting and converting the majority of their deals. Things he takes into consideration:

Is their revenue repeatable? What’s their churn rate? How many leads are they getting and what’s the close rate? This is crucial because if every deal they land is because of a CEO who goes to every conference and is well-known then there’s no “mousetrap” without that person.

Many agency owners struggle to diversify their sales channels, often relying solely on their core expertise, such as SEO, and neglecting sales development. Consequently, numerous agencies grow primarily through referrals, which, while valuable, are not scalable. Eventually, agencies must invest in diverse inbound and outbound sales channels.

Real sales mousetrap metrics refer to the processes and systems in place that generate leads, convert them into sales, and ultimately drive revenue for the agency. By analyzing these metrics, agency owners can identify areas of strength and weakness in their sales processes, and make informed decisions on how to improve and optimize their sales performance.

A well-structured business with established processes, where the owner is not intricately involved in day-to-day operations, is more appealing to potential buyers, as it demonstrates the potential for further growth and development.

Lessons Learned from Acquisition Legal Counsel

One of the biggest lessons Nick wants to pass on to future buyers is to get good legal counsel during the process and not let lawyers control the deal. According to him, good lawyers are there to scare you of everything that can go wrong in the deal. Unfortunately, they can also delay the process quite a lot. In his case, the process should have been straightforward but the lawyers involved made the process overly complicated, causing unnecessary delays and adding to the cost of the transaction.

His advice for both buyers and sellers is to have legal counsel who understands probabilities and can explain potential risks clearly and concisely. Instead of focusing on every possible worst-case scenario, attorneys should be able to assess the likelihood of these events occurring and advise their clients accordingly. In this case, the lawyer's insistence on minor details, such as a payroll cut-over glitch, unnecessarily prolonged the deal process and created unnecessary tension between the parties involved.

Look for attorneys who have experience in handling similar deals and understand the client's business structure and objectives. By having legal counsel who is familiar with the industry and the specifics of the transaction, potential roadblocks can be identified and addressed more efficiently, leading to a smoother and faster deal process.

The Importance of Understanding Deal Structures and Profit Margins

Understanding deal structures and profit margins is vital for agency owners looking to sell their businesses. Deal structures, such as all-cash offers or earn-outs, can significantly impact the amount of money received upfront and over time. Owners need to have realistic expectations about the value of their agency and the potential payout structure they may encounter during negotiations.

Profit margins also play a crucial role in determining the value of an agency. A healthy EBITDA margin can make the agency more attractive to potential buyers and help ensure a successful sale. By understanding their profit margins and financial health, agency owners can better position themselves for a successful acquisition and maximize their payout.

Overall, navigating deal structures and profit margins requires a combination of financial acumen, legal expertise, and strategic negotiation skills. Agency owners must carefully consider their options, work closely with legal and financial advisors, and maintain realistic expectations throughout the acquisition process.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you seeking the best approach to train your sales team? Have you considered implementing a foot-in-the-door offer? Today’s featured guest reflects on past mistakes made while attempting to step away from sales, and shares a recent success could lead to a complete overhaul of the sales funnel, resulting in a tenfold increase in the closing rate. Tune in to hear about the journey from startup life to agency ownership and the creative acquisition strategy he’s using to become his own client and create the ultimate success story.

Jim Huffman is the CEO and founder of Growth Hit, a customer-centric growth marketing agency that specializes in technical marketing. He shares his journey of becoming an accidental agency owner, some lessons learned about building a sales team, and his careful approach to crafting a foot-in-the-door offer that could boost his agency’s sales funnel.

In this episode, we’ll discuss:

• Lessons in crafting a successful agency team.

• The Power of the Foot-in-the-Door Offer.

• How to become your own client and create the ultimate success story.

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At the start of his career, Jim juggled marketing, creative, and sales for a couple of successful startups while also teaching marketing at General Assembly. As his reputation for delivering top-notch classes grew, so did the number of requests for his marketing expertise. This led him to take on freelance marketing projects, which eventually flourished into a full-fledged business.

Like many entrepreneurs, Jim faced the challenge of pricing his services when the freelance work started pouring in. Initially, he quoted a modest $500, thinking it was a great price. However, as he sat down to do the work and calculated the amount of hours it took, he realized he could have made more working at Dunkin Donuts. That was his first lesson in raising agency prices.

An Agency Owner’s Journey from Salesman to Strategic Leader

The realization that he needed to fire himself from sales was a pivotal moment in Jim’s entrepreneurial journey. After getting a taste of what it was to work on the business instead of in the business, he recognized the need to step back from certain roles to focus on higher-level strategic tasks that would drive the growth of the business.

Around this time, Jim's current partner interviewed for a junior role. Although he was overqualified for the position, he expressed his willingness to discuss other ways he could bring value to the agency, which eventually led to his appointment as COO. By hiring a COO specializing in conversion rate optimization, Jim saw the value of bringing in experts to take his agency to the next level. He quickly recognized the importance of not getting in the way and using that time to focus on other aspects of the business.

The process of firing yourself from various roles within the business can be challenging and uncomfortable. It requires letting go of control, trusting others to handle important aspects of the business, and investing time and resources into training and development. In Jim’s experience, once he started he quickly began looking for other roles where he could replace himself. He says the trick is to start small and work yourself up to what you feel will be most difficult to delegate, which in his case was sales. The key is to keep in mind you’re working to build a business where you’re not just another cog in the machine.

Missteps and Lessons in Crafting a Successful Agency Sales Team

A key aspect of success in firing himself from sales was Jim’s focus on building a strong sales team. However, it was not a seamless process and he acknowledges there were a few mistakes along the way. One notable misstep was hiring a salesperson without ensuring there was enough lead volume to support them. In hindsight, Jim recognizes this as a glaring oversight on his part as the business owner.

Additionally, he still didn’t understand the differences between different roles in the sales team, like what a hunter does versus a closer. He also hired people and provided them with the agency’s CRM, processes, and automation, instead of focusing on getting a solid sales script and making sure his new hires could close.

One specific challenge Jim has found while training his sales team to replace him is customers who want to have an in-depth conversation about aspects of their services that not every salesperson would understand.

In these cases, you don’t necessarily have to have a specialist. Instead, build these types of scenarios into your training. Some valuable strategies agency owners can implement include creating a repository of success stories that your sales team can reference during sales calls and offering a foot-in-the-door. This way, they’ll have valuable examples of past successes to demonstrate the agency's ability and get a little bit more into detail regarding how your agency would approach their particular challenge.

The Power of the Foot-in-the-Door Offer

Jim recently saw an encouraging success that has made him reconsider his entire pricing model to incorporate a foot-in-the-door strategy. His current sales funnel typically involves two calls, a conversion optimization assessment, and a monthly package priced at 10k. This process usually takes about 30 days to close.

However, Jim recently had a conversation with a potential client and, sensing their specific needs, he spontaneously offered a foot-in-the-door and managed to sell a smaller package within just 72 hours, a huge jump. Thus far, it is a one-case-only success, but the results are encouraging and worth exploring.

To create an effective a foot-in-the-door you should consider the following:

1. What’s the perceived value to the client?

2. Is it easy to create for the agency?

3. Does it lead to the logical next step?

4. Is it being co-created with the prospect?

Think about things you’re already doing and that you can slice off your core service and go through each of these items to come up with a valuable offer. Finally, remember the prospect is going through their own struggles and by providing a foot-in-the-door you are offering prospects the opportunity to address these questions with a smaller commitment, making the final decision a no-brainer for them.

Becoming Your Own Client and Crafting the Ultimate Success Story

One innovative strategy Jim has been testing recently was leveraging profits from his agency to buy a B2C company that he could use as a model for approaching potential clients in the same industry. This unique approach allows agency owners to not only diversify their portfolio but also gain valuable insights and experience that can be applied to their core business.

This can provide a new revenue stream, access to a different customer base, and opportunities for cross-promotion and collaboration. In Jim's case, he identified an opportunity to acquire 50% of a client's company, enabling his agency to handle the marketing side and become their own client. This strategic move has doubled their thought leadership content, as they now create content around the newly acquired B2C company in addition to their existing content.

Acquiring a B2C company can be a great opportunity for agencies to gain valuable insights into customer behavior, marketing strategies, and product development, which can be applied to its offerings. Moreover, by showcasing the success and growth of the acquired company, agency owners can demonstrate their expertise and capabilities to potential clients, making it easier to secure new business. This strategy can also open up new opportunities for partnerships, collaborations, and joint ventures with other businesses in the industry.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you making a mark in your specific niche? Have you taken the necessary steps to elevate your brand and attract your ideal customers? Our guest today, a seasoned agency owner with fourteen years of experience working with influencers believes these are areas where agencies could learn from influencers, who by heavily focusing on developing their brands can grow to compete with big brands that have historically overshadowed smaller competitors. Tune in to learn more about her agency’s approach to influencer marketing and why you should stop being a volunteer at your own agency.

Casey Benedict is the CEO and founder of Maverick Mindshare, an influencer marketing agency with over 14 years of experience in the industry. Casey shares insights on working with influencers, emphasizing the importance of expertise, processes, safeguards, and quality assurance; she also talks about learning to delegate and the importance of finding your zone of genius and staying in that lane as a way for owners to always stay in touch with the parts of the business they most enjoy.

In this episode, we’ll discuss:

• Using influencer collaborations to grow your agency.

• What agencies can learn from influencers.

• Changing your mindset from volunteer to visionary.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Being the Bridge for Brands and Influencer Marketing

Casey's journey into the world of influencer marketing began with her own experience as a home baker and blogger. She was inspired by the community of food bloggers and the potential for brands to leverage their influence. This experience led her to a blogger retreat, where she observed the challenges faced by bloggers and PR agents in collaborating effectively. It also sparked the idea of becoming the bridge between bloggers and brands — and her agency was born.

Through her agency, Casey has successfully facilitated mutually beneficial connections between influencers and brands, prioritizing the quality and authenticity of influencer campaigns.

In today's landscape, numerous influencers are rivaling major brands, such as Mr. Beast's Feastables competing with Hershey’s and Logan Paul's immensely popular energy drink. This presents a compelling opportunity for agency owners to tap into, enabling them to compete with the largest global agencies by elevating their brand.

Combining Agency Processes with the Human Elements of Influencer Marketing

Casey's agency has been working with influencers for over 14 years and she disagrees with the common perception that influencers can be difficult to work with. Although she acknowledges this is likely due to her agency’s expertise and attention to processes.

She attributes this perception to the fact that influencers are human beings, with their unique personalities and perspectives. In traditional marketing, the focus is often on digital media buys or static content, whereas influencer marketing involves collaborating with real people who have the power to engage audiences authentically. This human element introduces a level of unpredictability and risk, but Casey believes that with the right processes and safeguards in place, these challenges can be mitigated.

How Clarity Plays a Role in Marketing Your Agency

Over the past fifteen years, influencers have shown us that by being authentic and true to themselves, they can compete against major corporations and make a significant impact in the industry. Likewise, it is crucial for agencies to elevate their brand and stand out boldly to compete against the biggest companies in the world.

Understanding your brand thoroughly can be a time-consuming process, but by defining core values and target audience, you can establish a strong foundation and set a clear direction for you and your team. This clarity not only guides your decision-making process but also helps you connect with your audience on a deeper level.

Agency owners often dedicate most of their time to helping their clients and overlook the need to focus on their own business. Casey has also faced this challenge, but she recognizes the importance of building a brand that resonates with people.

Imposter syndrome, self-doubt, or fear of judgment are just some of the reasons holding agency owners back when it comes to sharing their thoughts and ideas with the world. Despite the plethora of opinions on social media about how to build a brand, putting yourself out there requires courage, vulnerability, and a willingness to take risks.

Overcoming these barriers demands starting small, embracing unique strengths, and gradually expanding their presence, enabling agency owners to overcome their fears and establish themselves as confident thought leaders in their industry.

Changing Your Mindset from Volunteer to Visionary

At one point in her agency’s growth, Casey had to ask herself if she wanted to be a non-profit or a CEO, based on the tasks she was taking on. Her day-to-day was filled with things she should’ve been delegating and it felt like she was doing volunteer work for her agency, rather than stepping into the role of a CEO.

It is crucial to prioritize tasks that hold greater value and impact for your agency, rather than becoming entangled in smaller, less significant tasks that could be assigned to others. If you find yourself falling into this pattern, categorize tasks as $10, $100, or $1000 tasks to swiftly identify and prioritize those that will significantly impact your agency's growth and success. By delegating, you can entrust tasks to someone who will approach them with a level of enthusiasm that you may not possess, yielding superior results.

Doing $10 tasks may create a sense of productivity, but once you really look into it, you can pay someone to take care of that giving yourself time to tackle the bigger tasks. It’s about building your agency around your life, your values, and the things you want to do. This way, you build a stronger organization and attract more of the right people.

Likewise, agency owners may feel unprepared to invest in growth, but according to Casey, it is essential to adopt the mindset that your agency is equipped to handle expanded business and growth. Taking the necessary steps to support this growth, whether by hiring additional team members, investing in marketing, or expanding services, is crucial for sustained success.

What Do You Do Best? Staying True to Your Strengths

Part of getting to a point where you’re effectively delegating tasks across your team is embracing diversity in team dynamics. As an agency owner, it's important to recognize that not everyone will approach tasks the same way you do, and that's perfectly fine. Embracing a team with diverse skills, personalities, and working styles is essential for the success of any organization. This diversity can lead to increased efficiency, creativity, and overall success.

Realizing this took the animus out of team differences for Casey, as she was able to embrace diversity in team dynamics and understand each team member's strengths and weaknesses. By recognizing what each individual excels at and what they may struggle with, agency owners can delegate tasks more effectively.

Casey encourages agency owners to find what they do best and let that guide them. There’ll be many voices wanting to tell you what’s best, which KPIs to follow, and what to focus on so make sure you touch base with that zone of genius as much as you can.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Are you considering narrowing your focus in the near future, or do you prefer to retain the flexibility to take advantage of growth opportunities in specific sectors? Our featured guest established a PR agency by recognizing the potential to connect forward-thinking companies with journalists. In the current uncertain economic climate, she opts for diversification and maintains the agility of her agency to capitalize on the expansion of emerging sectors. Gain insights into her journey of building a PR agency that harnesses technology to enhance brand visibility, her pivotal moments in realizing the agency's success, her strategies for solidifying its growth, and the ongoing learning curve inherent in the agency's evolution.

Amy Jackson is the founder of TaleSplash, a PR agency focused on effectively helping startups and emerging brands. She shares her journey from working in corporate PR to starting her own agency, discusses the role of the media in times of change, and explains how the agency is using AI to efficiently connect journalists with relevant sources and products.

In this episode, we’ll discuss:

• The power of versatility and adapting to economic shifts.

• Getting beyond the $ million mark.

• Why growing an agency is a continued learning experience.

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The Art of Brand Elevation and Media Matchmaking

After a decade in the corporate world and navigating the challenges of the pandemic, Amy recognized the pivotal role of media in shaping people's understanding of the world. This realization sparked her vision of bridging innovative companies with journalists to promote their products. Serving as a matchmaker between clients and journalists, she has steadily expanded her agency, empowering founders to elevate their brand awareness and position themselves as valuable resources for journalists.

So far, her agency journey has been one of discovery. As much as one can prepare themselves, speak with other owners, and read about the experience, you won’t really know until you jump in and start your journey. Her first year with the agency was about building and creating. After that, each year has brought on new challenges as they grow, like staffing and learning to run the business profitably.

Overall, she always keeps in mind what clients want from her agency, which is coverage at big outlets, speak at conferences, and have people pay attention to what they represent as thought leaders to bring in more customers, investors, and have more credibility. This commitment to meeting client expectations is vital in the face of intense competition, ensuring the agency's ongoing relevance in the industry.

Building an Agency Team of Experts

Amy first felt the momentum of her agency when she began enlisting the support of experienced individuals, enabling her to deliver top-notch services to her clients. She surrounds herself with people who have decades of experience. As a result, has been able to offer a diverse range of services and support to her clients, ultimately leading to their success.

Her team has helped multiple clients be recognized by the White House, brought into Senate hearings, and be a part of important conversations in the media. This level of support and expertise has added immense value to her clients and set her agency apart from others in the industry. All this is possible thanks to the team of experts she assembled.

The Power of Staying Versatile and Adapting to Economic Shifts

Amy cites the current economy as a key factor in why she hasn’t niched down her services. Amy’s agency needs to remain fluid during tough times while certain niches have their moment. Versatility makes it easier to focus on some key industries like AI, climate solutions, lifestyle brands, and health tech.

By diversifying, Amy can capitalize on growth opportunities in various sectors and mitigate risks associated with focusing solely on one industry while allowing her agency to adapt to changing economic conditions and industry trends, ensuring long-term sustainability and success.

Growth Strategies to Get Beyond the $2 Million Mark

Up to this point, Amy has relied on personal networking to drive her business. She has explored various marketing channels such as lead generation, attending events and conferences to connect with other industry professionals, and has also received some referrals. However, the majority of her agency’s growth has been attributed to meeting people at events.

Typically, this approach can only take a business so far, usually up to the $2 million mark, before hitting a ceiling. This is because the potential to meet new prospects at events is limited. To surpass this point, it is essential to establish alternative channels for business growth. These channels are:

• Inbound: This includes social media, podcasts, blogs, website, and ads as ways for the clients to find you and get to know you and your services before reaching out and becoming customers.

• Outbound: Building an effective sales team with a clear target and a deep understanding of the ideal customer profile to actively pursue leads.

• Strategic partnerships: A key component in any agency’s growth strategy. In her case, forming alliances with other businesses has helped her expand her agency’s reach, access new clients, and tap into new markets. Strategic partnerships also provide opportunities for collaboration, knowledge sharing, and mutual support, ultimately enhancing the agency's capabilities and competitiveness in the industry.

Grit, Growth, and Grace

In the world of PR, if you come from a traditional PR education and agency background, you won’t have any notion of sales and financial infrastructure. In Amy’s case, it’s something she’s had to learn on the fly as an entrepreneur and a focus of hers as her agency continues to grow.

The agency experience is all about continuous learning and overcoming challenges. As Guy Kawasaki explained in a past episode, looking back at his career he likes to break life up into thirds - grit, growth, and grace. This concept emphasizes the idea that learning is a lifelong process that involves embracing challenges, seeking growth opportunities, and remaining humble and open to new experiences and knowledge.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training

Is your agency prepared for a strategic acquisition to accelerate its growth? What advantages does an acquisition offer compared to organic growth? Do you have the necessary resources to navigate the acquisition process while ensuring the continued growth of your agency? Our featured guest today will discuss his ongoing acquisition process, outlining his reasoning behind this move, sharing why this felt like the perfect moment for an acquisition, and how he kept his peace of mind during this time-consuming process.

Manish Dudharejia is the founder and CEO of E2M Solutions, one of the largest white label services agencies with clients all over the globe. Manish is a friend of the podcast who’s been on previously talking about big decisions agency owners need to make and sharing hiring tips for agencies.

On this occasion, he discusses the recent acquisition of a white label WordPress development company, adding over 80 new team members and 100 new agency clients to their existing roster. He explains the decision-making process behind choosing to acquire rather than solely build, emphasizing the need for rapid growth and expansion in serving over 300 agency clients globally.

In this episode, we’ll discuss:

• Strategic acquisitions as a strategy for agency growth.

• Acquisition vs. organic growth.

• 2 tests for cultural compatibility.

• The Lion Framework.

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Strategic Acquisition as a Fast-Track to Agency Growth

Manish has been building E2M for the past ten years and recently embarked on a new phase in his journey by adopting acquisition as a growth strategy. Why now? One of the key reasons was the ability to acquire clients and add new team members rapidly.

When it comes to rapid expansion, acquisition stands out as one of the most effective strategies for an agency. Manish had a clear objective to increase his agency's scale by around 50% over the next three years. While achieving this organically was not impossible, it would have been time-consuming and presented its own set of challenges, so an acquisition made sense.

By acquiring an existing company, E2M was able to instantly add 80+ new team members and over 100+ agency clients to its portfolio. This immediate influx of resources and clientele allowed E2M to scale up its operations significantly and achieve its growth goals much faster than if it had pursued organic growth strategies.

Ultimately, Manish’s goals of dominating his niche in a short amount of time required a big investment and he opted to make a big move that would take less time. This way, combining forces with another company in the same space allowed E2M to strengthen its market presence and establish itself as a dominant player.

The Biggest Appeal of an Agency Acquisition

For Manish, the biggest appeal of an acquisition is that it’ll bring your agency new customers and especially new talent. Building a strong team is no small feat, and the process can be disheartening. However, acquiring a company with a skilled team already proficient in the area where Manish aims to expand can significantly expedite his agency's growth and heighten its chances of success.

Of course, is not as easy as finding a great team and adding them to your company. It's crucial to consider the cultural fit between the acquiring and acquired companies. Culture plays a pivotal role in the success of an acquisition. Misaligned cultures can lead to integration hurdles, increased employee turnover, and ultimately impede the success of the acquisition. Therefore, gaining a deep understanding of the company being considered for acquisition is essential. This understanding provides valuable insights into its operations, culture, team dynamics, and overall potential for success.

In Manish’s case, he knew exactly what to expect, having established an eight-year relationship with the owners of the acquired company that provided a clear understanding of its internal workings, team dynamics, and overall performance. This familiarity allowed for a smooth transition and integration of the new team into his agency.

Vetting Acquisition Targets: 2 Tests for Cultural Compatibility

There are two big tests to pass before embarking on an acquisition process.

1. First off, ask yourself can you take an entire month off from the business and find it has grown when you come back?

2. The second test is for those who don’t have the luxury of having known the other company for many years and can attest to how they work. Do a test project with the company you’re planning on purchasing. This way, you can see first-hand how you would work together. Regarding this second step, Manish goes even further and prompts agency owners to ask themselves if they would invite the CEO of the company they want to purchase to have dinner at their home since most likely they will be a reflection of their company culture.

Finally, Manish also mentions the importance of having a strong leadership team in place before considering an acquisition. Two years ago, he wouldn’t have embarked on such a time-consuming endeavor as acquiring a business since he still didn’t have the proper support and was more involved in the day-to-day tasks in the business. Having a capable team supporting him through the integration process helped increase their chances of a successful acquisition.

The Lion Framework to Learn the Importance of Rest and Downtime

Agency owners often feel the pressure to maintain a constant 100% effort, fearing that any time off will lead to everything falling apart. In reality, taking time away is not just an opportunity to recharge, but also a chance to evaluate what's not working and what is, ensuring you have the energy to address any issues upon your return.

Moreover, your attitude and energy will dictate your team’s overall attitude to work. A pissed-off owner that hates their job will likely lead a frustrated and exhausted team that lacks initiative. This is why Manish takes his time off seriously. After removing himself from day-to-day operations, he enjoyed a freedom he hadn’t seen in years.

However, the acquisition process brought him back to 18-hour workdays and numerous critical decisions. During this time, he made a point to take daily walks, giving himself the opportunity to recharge and gain the clarity needed to face the next day's challenges.

According to Manish's Lion Framework, which he shared at a recent mastermind event, taking time for self-care is not a luxury but a necessity. Rest time is crucial not only for personal health but also for sustaining productivity and creativity as a business owner. It serves as a vital tool in preventing burnout, maintaining mental clarity, and enhancing overall well-being. In this sense, Manish emphasizes the importance of surrounding oneself with a supportive team and community that offers encouragement, guidance, and assistance during difficult periods.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What does it take to be truly remarkable? Do you struggle with imposter syndrome? Even uber-successful entrepreneurs like Guy Kawasaki have had those moments. Transitioning from corporate giants like Apple, Inc. to crafting a legacy of remarkability, he has devoted the latter part of his career to unraveling the essence of extraordinary achievements and the secrets of remarkable personalities.

Learn more from Guy Kawasaki’s reflections on navigating the dichotomy of being undervalued and overvalued throughout his career, his unwavering commitment to paying it forward, and his enduring quest to craft a legacy that transcends generations.

Guy Kawasaki is a world-known marketer, author, speaker, and podcaster whose career has lately focused on empowering and inspiring people to reach their full potential. His expertise spans innovation, entrepreneurship, and social media, and he has worked with esteemed clients such as Apple, Nike, Audi, Google, and Microsoft. Currently serving as the Chief Evangelist at Canva, he is fervently committed to helping people become extraordinary through his latest book. Learn about his fascinating life story and insights on career progression and personal growth.

In this episode, we’ll discuss:

• What is an evangelist and how does it relate to marketing?

• Overcoming self-doubt and hidden benefits of imposter syndrome.

• Guy’s advice on growing a successful marketing agency.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

The Evolution of Success: an Entrepreneur’s Career in Thirds

Throughout his career, Guy has experienced the spectrum of financial success, from feeling undervalued in the early stages to being pleasantly surprised by the substantial offers he received later on. Now, he views his career path in thirds. For the first third of his career, he felt underpaid for his accomplishments. However, in the second third of his life, he found himself being offered significant sums of money for his work. He knew how much he wanted but was surprised to see people were willing to pay that sum. Now, in the final third of his life, he is financially stable and focused on giving back.

Looking back on his journey, he reflects on the importance of not having everything handed to him as a way to build character and resilience. He had to work hard, prove himself, and continually strive for more to reach the level of success he has achieved, something for which he is now thankful.

With such an interesting and successful career, Guy now aims to leave a legacy of empowering others, which he actively pursues through his podcast and writing, solidifying his commitment to positively impacting people's lives.

Chief Evangelism Officer: Spreading the Word on Innovation

Guy is currently the Chief Evangelist at Canva, a position he previously held at Apple as well. According to the definition of evangelism, this means he is dedicated to spreading the good news about products that can benefit others, emphasizing their value in enhancing creativity, productivity, and communication.

To him, evangelism goes beyond traditional sales tactics because it’s about genuinely believing in the value of what you are promoting and wanting to share that value with others. It is about making a positive impact on the lives of others by introducing them to something that can improve their quality of life.

Whether it is through promoting a product that enhances creativity or sharing a personal success story, spreading the good news can have a ripple effect, encouraging others to pursue their own goals and dreams. This is why being an evangelist is very close to his heart and something that influences the rest of the work he does.

Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome

Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don’t believe in you and, as much as it sucks it’s also a relatively easy thing to ignore as long as you believe in yourself. However, if you don’t believe in yourself, then that’s a real problem.

In his experience, this kind of mentality can slow your progress, as it did for him back when he was writing his first book. Filled with self-doubt, he wondered if he had what it took to publish a book. Thankfully, he was able to overcome this by realizing that he didn't need external validation or permission to pursue his passion. It’s a thinking he carries with him and advises anyone to adopt, whether they wish to write a book, make a movie, or try anything new.

Doubts about one's capabilities often stem from imposter syndrome, a common feeling of inadequacy experienced in new or challenging situations. However, Guy asserts that imposter syndrome can signify awareness and humility, catalyzing growth, rather than a barrier to success. He contrasts this with entitlement syndrome, emphasizing that while imposter syndrome can be overcome and lead to personal development, entitlement is counterproductive to growth.

Guy’s Advice on Growing a Successful Marketing Agency

The most impactful companies in history are those that continually revisit their customers' preferences and adapt to industry innovations. They go back and ask what it is their customers most enjoy about the product they offer and adapt using new technologies. According to Guy, Kodak could have realized they were in the preserving memories business instead of the chemicals and film business and pivoted to adapt to that new technology.

Likewise, successful agencies must keep ‘working backward’ and never lose sight of what it is clients want and how they can help them. Moreover, the best agencies are the ones that can solve the biggest problems the fastest. For instance, agencies that integrate AI into their services and embrace new technologies outperform their competitors. This forward-thinking approach ensures agencies remain relevant and capable of addressing clients' most pressing challenges.

The Paradox of Remarkability and the True Path to a Remarkable Career

In his latest book, Think Remarkable, Guy delivers a practical and sometimes radical discussion on how to transform your life and make a difference. It is an extension of the work he has done on his podcast Remarkable People, where he has interviewed the likes of Jane Goodall and Marc Benioff. Through his conversations with high achievers, he shares valuable insights on how to become remarkable.

First off, as counterintuitive as it may sound, Guy’s #1 advice to creating a remarkable career is not striving for remarkability. To him, the real way to be remarkable is by striving to make a difference. People like Jane Goodall didn’t stop to think how she could get people to think she was remarkable. She just went ahead and did remarkable things. The natural outcome of adopting this mindset is that you don’t need to position yourself as a visionary; people just conclude that you are.

In today's rapidly changing world, where technology and artificial intelligence are transforming industries and job markets, the importance of making a difference becomes even more crucial.

So how can agencies be in the game long enough to make a difference and find success? From his experience in tech, Guy’s advice is to keep throwing stuff at the wall and be ready to highlight your success. “One thing Silicon Valley is very good at doing is declaring victory and hiding defeat”, he says jokingly. He acknowledges that navigating the path to success in business is often humbling and emphasizes the importance of perseverance and resilience.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Have you considered the potential for growth through a strategic acquisition? How do you anticipate the agency owner's role evolving during an acquisition process? What steps can be taken to ensure a seamless integration once the deal is finalized? Our featured guest today has undergone a significant transformation, transitioning from white label to a more comprehensive service offering and shifting from project-based to retainer-based services. Now, she embarks on a new journey for her agency as she navigates a strategic acquisition. Tune in to hear about the evolution of her career and what she’s learned about setting the course for a smooth agency transition and post-acquisition planning.

Leah Messina is the founder and CEO of Sinuate Media, a full-service digital marketing agency that works as equal parts data analytics, creative genius, and strategic mastermind for its clients. Leah recounts her transition from the entertainment industry to establishing her own agency in New Mexico, highlighting key milestones such as the shift to a retainer model and the expansion of services through a strategic acquisition.

In this episode, we’ll discuss:

• The downside of the white label model.

• Shifting to a retainer model.

• Seeking to grow through a strategic acquisition.

• Post-acquisition planning and integration.

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From White Label to Reinvention: Adapting to Market Shifts

Leah always wanted to have her own business and, after working in digital publishing and working at a small digital agency, she fell in love with this evolving industry and felt drawn to the emerging technology.

Leah's agency opened for business in 2006 and initially operated as a white label agency, providing services to larger media agencies who would then resell them to clients. While this arrangement allowed her team to work on prestigious projects, it also relegated them to the background, handling the day-to-day marketing tasks and creative execution.

The economic downturn revealed the drawbacks of the white label model, with clients delaying payments and seeking to internalize services. This shift led to a substantial loss of business, as white label clients accounted for approximately 70% of their revenue at the time.

Determined to overcome this setback Leah thought about some of the requests they sometimes got from customers, and identified an opportunity to diversify their services.

The shift was not easy, as it meant redefining the agency's business model and finding new ways to generate revenue. By embracing it, she showcased her willingness to embrace change and steer the agency towards a more sustainable and diverse future.

Transitioning to a Retainer Pricing Model

As she reevaluated her service offering, Leah also started thinking about the direction of the business and making strategic changes to adapt to the evolving needs of clients and the industry, which included a shift from project-based work to retainers.

With projects, the focus was on delivering work efficiently and quickly, while retainers required building long-term relationships and serving as advisors to clients. This shift necessitated more integration with clients, being involved in early conversations, and offering solutions to operational issues that could impact marketing efforts.

During this transition, Leah’s agency was able to keep some key clients who were in the process of launching new businesses, which was a definite win. Apart from that, attracting new clients and retaining existing ones demanded additional sales efforts, such as public speaking and marketing training.

One of the primary challenges encountered in this shift to retainer-based work was persuading clients accustomed to giving orders to seek advice instead, which took positioning themselves as trusted advisors by showcasing their expertise. Additionally, Leah's team had to find a balance between providing valuable resources and not undermining the positions of marketing directors or CMOs.

Charting a New Course for Growth with a Strategic Acquisition

After two years of putting a heavy focus on the sales side of the business, Leah has been able to step away from the day-to-day operations and the role of project manager. Now she’s focusing on the business development side.

Looking ahead, her plans for the agency include integrating AI into their work and expanding through acquisition, specifically a web development company to enhance their services and capabilities further. In terms of fit, Leah focused on cultural fit, niche expertise, profitability, and the retention of key personnel as the main features to ensure a smooth transition. She also looked for an agency with a good process that didn’t require immediate huge changes. This way, they could just get to work and optimize it over time.

Right now, her mayor concern is how to integrate the teams and manage client expectations. In some cases, this requires keeping the acquisition a secret from clients for a period during the transition. By maintaining continuity and gradually introducing changes, businesses can mitigate potential concerns and ensure a positive experience for all parties involved.

Post-Acquisition Planning and Navigating Integration

During the acquisition process, Leah has learned the importance of good documentation and having a solid set of books and proper records when considering buying a company. Without accurate and comprehensive documentation, it becomes challenging to justify the acquisition and make informed decisions about the business's financial health and potential for growth.

Agency owners can run into a few gotchas once the past owners leave and the hard part starts with the integration so it’s important to ensure the sellers are coming from a place of transparency and accuracy in financial reporting.

Finally, being very conscious of the need for ongoing business development and strategic planning post-acquisition, Leah is now thinking about developing new retainer opportunities. This will involve taking a fresh look at the industry after the acquisition and finding new opportunities to establish a business that drives recurring revenue and complements its existing services.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you the bottleneck in your own agency's growth? Does the weight of every decision rest on your shoulders, leaving you overworked and your team underutilized? This guest is a successful agency owner who found himself in the industry after being laid off during the global economic crisis. He turned this setback into an opportunity and started his own business. However, as the agency expanded, he realized he was hindering progress. He had to shift away from the superhero mindset and empower his team to move forward. Tune in to learn how unexpected events can lead to new beginnings and the importance of seizing opportunities.

Irwin Hau is a successful entrepreneur running two agencies: Chromatix, an agency focused on stunning web design that drives users to engage faster; and ConversionCow, a SaaS focused on lead conversions. He shares his journey from working at top ad agencies to starting his own businesses. Despite being made redundant during the Global Financial Crisis, Irwin took the opportunity to venture out on his own in a move that ultimately shaped his success in the business world.

In this episode, we discuss:

• Unlocking agency potential by shedding the superhero mentality.

• Rethinking agency roles.

• The Lion Framework.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Going from Redundancy to Resilience

The global financial crisis of fifteen years ago was a pivotal moment for Irwin. Despite having worked at the top two agencies in Melbourne and loving his job, he found himself made redundant – a harsh reality that could have easily crushed his spirit. However, Irwin's philosophy was simple: life's too short to wallow in self-pity, and true character is revealed in how one picks himself up.

Instead of giving up, he seized this unexpected turn of events as an opportunity to pursue his long-harbored entrepreneurial dreams. Yet, as any business owner knows, the path to success is rarely a straight line. He faced challenges, struggled to find clients, and had to take on low-paying projects just to keep the business afloat. However, his passion for making websites fueled his resilience and he continued to push forward.

This unwavering passion fueled Irwan’s resilience, enabling him to push forward despite the obstacles. To him, true resilience isn't merely about bouncing back from failure; it's about adapting, growing, and thriving in the face of challenges. It's a mental toughness and determination to keep going, even when the road ahead seems insurmountable.

Shedding the Superhero Mentality to Unlock Agency Potential

Irwin understood at some point he was becoming the bottleneck at his agency. Everything had to go through him and the first step to solving that was learning to let go.

His initial reluctance to delegate stemmed from a fear of losing control and a belief that he was the only one who could do things the right way. However, as he reflected on his own mindset and the impact it was having on his team and his business, he recognized holding onto this mentality was hindering growth and limiting the potential of his team.

Ultimately, he was working more hours and was constantly tired. The fact that everyone came to him for everything slowed the overall process. Instead of being the central figure, he should’ve been the one bringing superstars together to build something great. The more he was tying himself to every project, the harder it was to scale. In the end, people didn’t necessarily want “Irwin’s results,” they wanted the results Irwin’s team got.

Ask yourself which “line” your agency is currently on:
1. Unfocused line
2. Emergency line
3. Table line

Whenever you find yourself in the emergency line, remember the easiest job in the world is the hardest to do by yourself. Yet, the hardest job can become the most rewarding when you have a team to support you. Trust in your team and rely on them to help you get through the emergency line(s).

Rethinking Agency Roles: Is Someone Else the Better Leader?

Once he decided to address the bottleneck situation, Irwin called his team. Following the “important and urgent matrix,” he instructed them to take care of all important and urgent tasks themselves while deciding what to delegate, delay, or eliminate from the rest.

They also conducted an exercise where mentally every member of the team, including himself, was fired. Then they wrote down who they needed and wanted on the team based on their overall goals and whether they were the right fit for the role.

This exercise can help agency owners not only assess the team but also whether they are the best suited to lead the team or if someone else could be doing a better job. Once you let go of your ego, you may find that delegating most of your workload would greatly improve the overall process so you can get to a place where your team can deliver amazing results without your involvement at any stage of the process. This way, you’ll be closer to the goal of sticking to the parts of the business you really enjoy and reducing working hours.

The Lion Framework for Being Productive Rather Than Being Busy

Most agency owners start their business to do something they’re passionate about while creating more freedom for themselves. However, they often go from being a slave to someone else to being a slave for themselves. During this year’s Elevate event, mastermind member Manish Dudharejia, Founder and CEO of E2M, spoke about the Lion framework. He drew parallels between the hunting habits of lions and the need for agency owners to emulate their balanced approach to work and rest.

It is okay to rest and space out. Don’t fill your day up with activity so you don’t feel lazy and unproductive. Whenever you’re not working you’re exercising or thinking you’ll end up burned out and never have the time to think about the things you need to think about.

Just because you’re moving doesn’t mean you’re going forward, so think about being productive rather than being busy. Being busy all day is not a guarantee that you’re actually being productive and getting things done.

Leaning on Your Agency Experience to Empathize with Your Clients

For Irwin, the biggest success in his career has been starting a business and seeing it through, despite challenges and uncertainties. Turning what was just an idea into a business didn’t happen overnight, but with dedication and perseverance, he was able to build something.

He encourages agency owners to move forward and try, even when faced with obstacles and setbacks. Success is not just about hitting financial goals or being acquired by another company, but about following through with your ideas and commitments.

Moreover, by going through the process of getting from idea to actual business agency owners are better able to understand and relate to clients who come to them for help in designing and building their businesses. This empathy allows them to provide more accurate guidance and support, based on their own experiences and lessons learned.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Have you ever felt like a broken record with your team? Do you find yourself repeating the agency's goals and vision, only to be met with glazed-over expressions? Have you effectively communicated the agency’s direction and vision? It’s a common struggle for agency owners to feel they’re desperately trying to rally the troops behind a unified purpose, yet somehow missing that elusive "click" of genuine understanding and buy-in. Today’s guest is a specialist in the art of leadership alignment and how to foster authentic goal comprehension that permeates every level of your organization. Learn how leaders can achieve authentic goal understanding by talking, not just telling, and invest in aligning their teams to the business's direction for success.

Julie Williamson is the managing partner at The Karrikins Group, a small boutique consultancy focused on helping leaders align and deliver on shared goals. She discusses the need for clear and easy-to-articulate goals, highlighting that repetition does not equate to clarity, and stresses the importance of engaging in productive conversations with team members to ensure understanding and alignment.

In this episode, we’ll discuss:

• Fostering authentic goal understanding among your agency team.

• Making sure the path toward the goal is clear.

• Navigating trade-offs and unified execution with your team.

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How Leaders Can Foster Understanding of Agency Goals

As a specialist particularly interested in executive engagement, Julie works with business owners that are having a hard time aligning with their teams to pursue a common goal.

It could happen that they haven’t really defined said goals but often business owners make the mistake of assuming that clarity is measured in volume – the more they repeat or emphasize a goal, the more likely their team will understand and align with it. However, this is not how alignment works. This approach often falls short because it fails to engage employees in productive conversations that help them truly grasp the goals and their significance.

One of the things she encourages in these cases is to talk, not tell, when it comes to setting and communicating goals. Leaders need to invest in meaningful conversations with team members to ensure they not only understand the goals but also feel connected to them on a personal level. By involving employees in discussions about the goals, leaders can help them internalize the objectives and understand the impact of their work on achieving them.

One of the key aspects of engaging in these conversations, as Julie explains, is ensuring that team members can articulate the goals in their own words and understand the underlying drivers behind them. This deeper level of understanding will allow them to make informed decisions and choices that align with the shared outcomes.

Bridging Individual Roles to the Overarching Purpose

To ensure each team member understands and works towards a common goal there must be consistency in how every member is contributing to the overall goal. 

Just because the goal is clear it doesn’t guarantee that the way to the goal is clear. Each individual may have a different perspective on how to achieve the goal based on their role and responsibilities within the organization.

Therefore, leaders must clearly articulate the goal and ensure everyone understands what it means in the context of their own work. Otherweise, different employees may end up having their own interpretations of thegoal and behave differently in moments when they need to use their discretionary decision-making skills.  

To address this challenge, leaders must create a shared understanding of the goal and how each individual's efforts contribute to it. This can be achieved through open communication, collaboration, and a clear alignment of roles and responsibilities. By fostering a culture of teamwork and shared purpose, organizations can ensure that everyone is working towards a common goal in a coordinated and effective manner.

Empowering Leaders to Navigate Trade-Offs and Unified Execution

As a leader, try to look for people who share your core values because this is how to find the ones you don’t have to manage once you communicate the overall goals. This can be especially challenging once you start to scale. As you start hiring more people and getting more and more degrees of separation from the senior management, focus on building better leaders.

Invest as much in building leaders as in building technical skills because as your agency grows. You need strong leaders who can guide and inspire their teams towards achieving the core goals and growing in the same direction.

One of the key strategies Julie has been implementing is to encourage leaders to talk about trade-offs. Leaders often make decisions without fully understanding the trade-offs involved, which can impact the overall success of the organization. Even if they don’t fully realize it, leaders are making trade-offs with every decision they make; it may be profits vs. revenue, long term vs. short term, or reliability and predictability vs. variability and risk. Help your up and coming leaders understand the trade-offs and how to voice them because you may find their idea of what the trade-offs is different than the one you have.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What do you think is holding you back from scaling your agency? Have you received coaching? And if you have, have you implemented their recommended measures? On today’s episode we talk about agency owners’ accountability and why reaching out for help can be useless unless you understand what you want. Scaling an agency is hardly something you can do independently. You’ll need support and community along the way. A lot of the times the most important step to growing is figuring out if you’re ready to change. Get ready for some hard truths and expert advice.

As Agency Scale Specialist on our team, Darby Copenhaver talks with hundreds of agency owners and finds a common thread when it comes to what’s holding them back from scaling their businesses. Seeking help is the first step, of course, but you’ll also need the right support and the willingness to make the necessary changes.

Many agency owners get as far as knowing to ask for help but then don’t follow through, ultimately rendering any investment in coaching useless. Tune in to see why showing up consistently is the most important thing you can to and how accountability and community play a big role in the journey of growing an agency.

In this episode, we’ll discuss:

• Are you ready to accept help?

• Showing up makes all the difference.

• The agency transformation blueprint.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

The Roadblock to Agency Success: Are You Ready to Accept Help?

More than once we’ve had agency owners contact our team saying they need help and then they can’t even clear an afternoon for a free call to talk about what’s getting in the way of their growth. If there’s something that has really surprised Darby is how many people are just not prepared to get help.

First, they need to recognize they want to change and get to a point where the pain of not changing is greater than the pain to change.

Agency owners need to be open to receiving support to progress. Not every form of assistance may be suitable for everyone, whether it's from a mentor, a coach, or a community. The real challenge lies in being receptive to help and taking the necessary actions to effect changes in their businesses.

In reality, a lot of agency owners feel they want to step up to the next level but don’t want to risk what they have. This means that whenever something doesn’t go according to plan they’ll falter and reject the help. On the contrary, hard periods are when you’ll need to invest the most, learn valuable lessons, and surround yourself with the right people rather than isolate yourself.

How Showing Up Propels Agency Owners Forward

People who actually make it to the top have some things in common:

• They’re curious.

• They’re humble.

• Their outlook is that they’ll either win or learn.

The more comfortable you get with your agency the more you’ll feel you have to lose by trying something risky with the business. However, remember you can always start again as long as you have something to offer. How many agency owners do you think tanked their businesses because they tried something new? Not nearly as many as you may think.

Both Jason and Darby have repeatedly seen that the agency owners who consistently show up, put in the work, and follow through on their commitments are more likely to see positive results. By being consistent in their efforts and showing up for their team members and peers, they can build momentum and make progress toward their goals.

The Agency Transformation Blueprint: Clarity, Focus, and Finding Your Tribe

Once you commit and are willing to make the necessary changes, you’ll need a clear idea of what you want, where you’re going, and a community.

Too many agency owners seem to be waiting for everything to fall into place magically but this just doesn’t happen. Running an agency is definitely more of a marathon than a sprint and you’ll have to learn to pace yourself and have a sense of where you’re going and what it is that you do really well that’ll get you there. If you were getting paid on performance only, who would you do it for? Who is it that you can help the most and deliver the most value to? That’s your starting point. Once you do that, it’s all about how to get your audience’s attention and find the right team to get you there.

Setting clear goals and knowing your direction is crucial for success and defining your target audience and focusing on delivering results will help you create a solid foundation for growth and development. This is where having a tribe or community to support you through the journey becomes super important. Whether it’s mastermind groups, networking events, or one-on-one interactions, find your tribe and actively engage with them. A community will help keep things in perspective and constantly challenge you to stay accountable to your goals and overall direction.

Turning Obstacles into Lessons and Finding Strength in Community

There will always be challenges and difficult times in business, but it is important to view these obstacles as opportunities for growth and learning. Agency life has many highs and lows, and understanding can help you develop resilience and adaptability to navigate through tough times.

In the agency industry, you’re either approaching the storm, in the storm or just got out of the storm. In any case, the storm is always there right around the corner. It doesn’t have to be something bad, a storm can be a pressure test and could help you see things you need to see.

Being part of a community can also help you realize everyone is growing at a different pace and that while not all years bring big wins, they all bring important lessons that will prepare you for an amazing year ahead. Furthermore, a year represents a very short part of your agency journey and one bad year is not the end as long as you’re focusing on building the right foundation for your ultimate goal.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you establishing genuine connections with your target audience and clients? Have you developed a compelling brand narrative that resonates with your audience to cultivate a dedicated following? Our featured guest today played a pivotal role in shaping the iconic brand identity of Red Bull, which has become a benchmark for creating captivating content. He shares Red Bull’s strategy for creating engaging content, the initial missteps he addressed regarding staffing decisions and much more. Learn from his diverse experiences in the agency space and his insight into creating brand fandom.

Geoffrey DeStefano is the founder and CEO of Brand Programming Studios, a strategic and creative content studio that bridges the gap between entertainment and marketing. Geoffrey is a seasoned professional with experience in both the advertising/marketing and entertainment/media industries. He shares insights from his time at Red Bull's media and creative agency during the brand's growth in North America. He discusses transitioning from the advertising business to the television industry and working on popular shows like Mad About You and Friends.

In this episode, we’ll discuss:

• Keys to compelling brand stories.

• Creating true connections to develop brand fandom.

• Boosting agency performance through better leadership.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

Red Bull’s Playbook for Creating Engaging Content

Geoffrey left the ad business to work as a studio executive on shows like Mad About You and Dawson’s Creek when an old friend contacted him about an ailing agency that needed his expert advice. At that agency, he helped turn things around and became part of the team that made Red Bull a brand that pushed the limits by doing things differently.

One of the things they discussed when trying to establish Red Bull as a rebel and unique brand was leveraging entertainment content. They truly excelled at content creation, with a strong focus on pushing the limits and doing things differently. Years later, Red Bull has become a leader in the marketing space creating engaging and unique events that serve as content generators.

Red Bull's approach to content creation has set a strong playbook for other brands to follow. With Red Bull Media House, a separate entity focused on producing and distributing content, they’ve been able to monetize its marketing content, a strategy that has proven to be successful for the brand. By leveraging entertainment content for the brand, Red Bull has engaged with consumers in a meaningful way and created a strong connection with its audience. With this, they’ve been able to build a loyal fan base and establish itself as a leader in the industry by thinking outside the box and taking risks.

3 Keys to Crafting Compelling Brand Stories

Brands can tell wonderful stories that resonate with their audience and create a lasting impact. How can you guide them to discovering these stories? For Geoffrey, there are three very important aspects:

1. Talk to clients about giving their marketing a sense of purpose. It has to be informative, engaging, or entertaining or no one will pay attention to it.

2. Influencer marketing is like word of mouth on steroids. It may not be seen as authentic as when it first exploded but it’s very effective and there’s a way to do it right. As a brand, don’t give up control of how your product will be presented, and make sure to search for influencers who line up with your brand.

3. Driving fandom. Fandom goes way beyond just liking a brand. It has to do with creating passion and loyalty for that brand. Building fandom through brand passion involves creating a strong emotional connection with consumers. If you can find a way to create the level of fandom that saved brands like Apple and Jeep, you’ll have an audience that can get you through hard times.

Personal Interaction as a Powerful Tool to Create Connection

Personal interaction is a key component in building relationships and fostering loyalty in business. It is particularly relevant in the agency world, especially in the context of building and maintaining client relationships.

This is where a podcast becomes a powerful tool agency owners can use to create a personal connection with clients and prospects. By sharing insights, thoughts, and expertise through a podcast, they can showcase their personality and expertise, allowing clients to get to know them on a deeper level. This personal connection can lead to stronger relationships and increased loyalty from clients.

Once you’ve established yourself as an expert, you won’t need to pitch. You’ll be invited to projects and assess whether or not your agency would be a good fit with the brand but you won’t be asked to compete for the company’s attention.

Boosting Agency Performance Through Amazing Leadership and Trust

Agencies go through several inflection points while growing their teams and clientele. At some point what worked before won’t be as effective and you have to adapt. When he came in as an expert consultant to help Red Bull grow as a brand, Geoffrey noticed a need to improve communications and how the team was staffed.

If you’re having similar problems at your agency, look at your leadership team and see what you need to fix to ensure strong leadership at the top and set the tone for the entire organization. By ensuring that the leadership team consists of top performers, the rest of the team is more likely to follow suit and excel in their roles.

Geoffrey focuses on two main issues:

• Effective communication. As he spent some time at the Red Bull offices, he noticed everyone spent their day emailing each other. This is a creative business and interaction is a very important part of sparking that creativity. So he shut off the email services for 48 hours to incentivize communication in their open-space office.

• Trust as a form of empowerment. Geoffrey believes in giving people reign to innovate. This motivates people once they feel free to create and grow beyond their skill set. It’s not about giving up control but rather giving people the space to develop and grow.

Trusting Your Gut to Weed Out Toxic Team Members and Preserve Morale

As human beings, we have innate instincts that can guide us in making decisions in difficult situations, which can apply when it comes to hiring and managing employees. Trusting your instincts and being able to act on them can prevent toxic individuals from negatively impacting the team and the organization as a whole.

Geoffrey encourages agency owners to use their instincts to stay vigilant and proactive in addressing issues within a team. One or two individuals with negative attitudes can bring down the morale of the entire team. As a manager or leader, it is crucial to recognize when someone is not the right fit for the team and take swift action. Delaying the decision to remove a toxic team member can lead to bigger problems down the line.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you have a clear understanding of the client acquisition channels needed to grow your agency? Is your agency vulnerable to leadership or a client leaving? Today’s guest built his agency working with venture capitalists and private equity firms and found great success in that area, so much so that he never worried about client acquisition again.

More recently, however, he’s been focusing more on setting up the channels that guarantee his agency’s growth and continued success. Learn more about his unconventional path to agency ownership and his commitment to quality over rushing to ship subpar work.

David Baeza is the founder and CEO of Buttered Toast, an agency that works with the world's leading Venture Capitalists and Private Equity firms. They focus on growth architecture and lead generation, delivering powerful website designs, data-driven whitepapers, compelling ads, and customer testimonial videos. David shares his journey to becoming the founder of his own agency, his unique approach to pricing, and his areas of focus for future improvement.

In this episode, we’ll discuss:

• Creating multiple acquisition channels.

• Charging on tangible results.

• Mastering client acquisition. 

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Leaving a CMO Job and Starting an Agency to Serve Clients

Creating an agency was never David's plan. However, his role as CMO at a venture-backed company in Boston demanded extensive daily commuting, especially as he was starting a family.

When he eventually left that position, a VC board member invited him to join as a consultant and help some of their tech companies. With time, the same client asked him to build a company around that consulting gig.

It took a little convincing from friends, but he ended up creating his company and once that first client opened up their VC network and portfolio, the work started to pour in.

With only his prior knowledge in hiring agencies but enough experience building a marketing department, he set out to do just that and built a marketing department that venture-backed companies could reach to as needed.

Embracing the Challenge of Creating Multiple Client Acquisition Channels

Given the specific moment in time when he started his agency, for a long time, David didn’t have to worry about client prospecting. Clients just kept coming.

Even once he started to remove himself from operations and spent the majority of his time in business development, it kept working. This continuous client flow remained the same during the pandemic while many other businesses were struggling. However, after 2022 the economy took a turn, and VC referrals dried up. His agency was left vulnerable and so they started focusing on their client acquisition strategy.

Suddenly, David became very aware of the need to have multiple client acquisition channels in place to ensure a steady flow of clients. Now he has an upcoming book in the hopes of getting future speaking gigs, as well as a podcast, and weekly YouTube videos.

Even though he now understands the importance of having an inbound channel, strategic partnerships, and outbound channels to balance the agency's client acquisition efforts, he wishes he’d started these efforts sooner to safeguard against potential disruptions and maintain a consistent flow of clients.

However, the best time to start developing those channels if you haven’t already is RIGHT NOW, so he knows he’s on the right track.

Charging Based on Delivering Tangible Results

Since the beginning, David had a unique approach to pricing his agency's services, emphasizing charging for outcomes, rather than by the hour. From his background as a growth marketer and CMO closely aligned with the balance sheet, David believes in getting paid for delivering tangible results for his clients, rather than billing for the time spent on a project.

When creating a statement of work for a client, he takes the time to understand their true objectives and desired outcomes. This involves unpacking the client's initial request and getting to the root of their goal. This way, he ensures that the work being done will directly contribute to the desired results.

Charging for outcomes also allows his agency to position themselves as strategic partners rather than just vendors, which to David is only possible given that they’ve been in the client’s shoes. By working closely with clients to achieve their goals and being transparent about what is achievable, David builds trust and long-term relationships with his clients. This approach not only benefits the client by driving real results but also allows Buttered Toast to demonstrate their value and expertise in the industry.

Mastering Client Acquisition: Setting the Stage for Successful Engagements

David likes to start a new client relationship with a discovery call where the client answers ten questions about their business. Among other things, he tries to get a clear idea of how marketing is accountable to the organization. After that call, he has a very good idea of the KPIs the client is looking for and the levers that need to be pulled.

He’ll usually follow that up with an email detailing the client’s answer to every question and an invitation to add any corrections or additional information before moving on to the next stage.

In the future, he’ll start working on setting up the next meeting during that first call. This simple yet crucial step can help streamline the communication process. Setting the next meeting keeps the momentum going and ensures all parties are on the same page. Additionally, it demonstrates professionalism and organization, which leaves a positive impression on the client.

Finally, another crucial aspect of conversion rate optimization is understanding the client's budget. To avoid losing deals, you need to discuss budget expectations, understand the resources available, and align proposals with the client's budget. Even though David’s conversion rate is pretty good, he admits deals lost in the past have probably been due to omitting this simple step.

How to Navigate Leadership Changes

CMOs get replaced all the time at tech companies and for agencies it means there’s a 50% chance that they’ll keep the marketing agency and 50% that they’ll cut it. Navigating leadership changes is a common challenge that many agencies face.

One key strategy for agencies is to establish strong relationships with their clients and be proactive and transparent in their communication. Agencies can build trust and credibility with clients, regardless of leadership changes.

Approach the new CMO right away to understand their goals and priorities and communicate the agency's capabilities and how you can support their vision. Usually, they don’t want to have to manage a team; they want more freedom and support to succeed in their goals. Start by trying to sell them on a foot-in-the-door project instead of trying to commit them to the relationship right away. Present yourself as a valuable ally and do what you have to do to get them excited about starting the relationship, even if it means traveling to meet in person, which they’ll appreciate since few people are willing to do it nowadays.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you feel trapped in an operation tunnel vision? Are you ready to shift your attention toward strategies for agency growth? Our guest today initially viewed strategy sessions as a luxury she could only afford once her agency had achieved significant success. However, upon receiving guidance from a coach to address alignment issues, she and her partner began scheduling daily strategy sessions and prioritizing working on the business rather than just in it. Tune in to hear about her accidental path to agency ownership and her vision for the future after implementing more intentional planning for growth.

Samantha Martin is the co-owner of Prime Marketing Agency, a female-led experiential agency that creates epic brand experiences that leave a lasting impression. She discusses her entrepreneurial spirit and how she navigated through different roles before landing in her current position.

In this episode, we’ll discuss:

• Navigating cashflow constraints.

• Unshackling from RFPs and into a more relationship-building model.

• Prioritizing strategic development.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

The 0 to 100 Leap from Freelancer to Co-Ownership

During her student years, Samantha was a member of a dance group that toured the US and Canada for various gigs contracted through an agency. This is where she ended up getting her start in the agency industry. Throughout the years, she kept working different gigs and staying open to possibilities working at different agencies at a time.

Eventually, the start of the pandemic brought a unique opportunity to work at an agency startup, seeing its growth from the ground up. It was an important experience she took to her next opportunity, where she could become co-owner of an agency she’d previously worked at.

It was practically a zero to 100 growth from being a gig worker at several agencies to owning a 50% stake in one. It was scary and risky but she knew how the business worked and felt ready to figure out her new role as owner.

Navigating Cashflow Constraints and Cultural Complexities

So far, the most challenging aspect of agency ownership for Samantha has been cashflow. As an agency that actually keeps and maintains equipment like foodtrucks, trailers, and large rigs, they’ve found it challenging to manage all these pieces while still accessing more freedom to grow the business quickly. They also have warehouses in three different cities in Canada, which adds to their operational expenses.

Furthermore, while growing a team has been incredibly rewarding and recruiting both English-speaking and French-speaking professionals offers a great advantage for the agency, it can also be a challenge for the owners. Basically, there are cultural differences between both that they are actively working to smooth.

After the pandemic, the agency has been fortunate to have a steady flow of leads and, while the number of clients has decreased, they have acquired larger accounts and diversified their portfolio across various industries.

In the immediate future, Sam wants to focus on getting to a point where the agency has a healthy amount of both big and smaller clients, which not only provides stability in terms of revenue but also allows for better resource planning and team motivation. There will also be a focus on clearly defining which clients they want to service and building the specialized teams to address those particular needs.

Unshackling from RFPs

As her agency grows, Sam is also working on feeling more empowered to step away from some of the less-than-ideal parts of agency life, especially when it comes to filling RPFs. Requests for Proposal are already a controversial figure in the industry, with most agency owners hating them and striving to get to a point where they feel comfortable enough to deny them.

RFPs are often time-consuming, costly, and offer no guarantee of securing the project, given the intense competition from multiple agencies. Successful agency owners have chosen to avoid responding to RFPs altogether, citing the time and cost involved in the process. These owners choose to focus on building relationships, showcasing their expertise through other means, and strategically selecting which RFPs to respond to. This allows them to not rely on the traditional RFP process and it’s where Sam wants to steer her agency in the future since she considers the model is slowly dying.

Heading to a Relationship-Building Model

Shifting the focus from simply responding to Request for Proposals also allows agency owners to position themselves as advisors engaging with clients and prospects.

Instead of spending time and effort on crafting proposals and competing with other agencies can often outweigh the potential benefits. Instead, agencies can decline RFPs respectfully and propose alternative solutions, such as paid discovery sessions or consultations, to demonstrate their expertise and value to clients.

By reframing the conversation and showcasing their unique insights and capabilities, agencies can attract clients who value quality over price and are willing to invest in achieving the best results. This approach not only helps agencies stand out in a crowded marketplace but also fosters stronger, more collaborative relationships with clients based on trust and mutual understanding.

Escaping Operational Tunnel Vision by Prioritizing Strategic Agency Development

Part of saying no to RFPs is putting more focus on the bigger picture, which is a must for agency owners to continue to grow their business. After being in the weeds day after day working on accounts, for Sam it was luxury to shift to working on the business instead of in the business.

Initially, it was almost a foreign concept for her to take time from day-to-day operations to work on planning for the bigger picture. It seemed silly to take two hours every day to just talk about the business when she and her partner talked about different aspects of operations on a daily basis. However, it was suggested by a coach that saw Sam and her partner’s issues with the business were easily solvable by being more intentional about working on strategy. Now she can clearly see how this intentional focus on strategic planning and development has been beneficial for their company and has allowed them to better serve their clients and team.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you considering starting an agency but feel like it might be too late to do so? Our featured guest today had a thriving career in PR and successfully managed an agency for nearly two decades before deciding the missing piece in that career was building and growing her own agency. With an extensive client network who already knew and trusted her work, her agency reached seven figures in just one year! Now, she contemplates the next steps for her and her team. Listen to discover how she achieved rapid agency growth and valuable tips for retaining key employees.

Amy Littleton is the owner of Stretch PR, a full-service creative public relations agency that stretches to deliver results beyond expectations. Amy shares her journey of building a seven-figure agency in just one year, the lessons learned, and insights into why she decided to leave a long career in the industry successfully running a different agency to start her own.

In this episode, we’ll discuss:

• Agency structuring for sustainable success.

• Building a seven-figure agency in one year.

• Setting ambitious revenue goals.

• Three questions to ask before exiting your business.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Why Trust is the Foundation of a Great Team Leader

Amy's introduction to the world of public relations began with an internship at General Mills in Minneapolis, where she embarked on a nationwide media tour promoting Columbo yogurt. This initial experience in creating events and generating newsworthy moments paved the way for her subsequent role in Chicago, where she led an agency for several years.

Given the reins to manage the agency and make decisions on behalf of the owners, Amy was entrusted with a high level of autonomy, allowing her to hone her skills in agency management. The owners recognized Amy's capabilities and confidently relied on her to drive financial results and effectively lead the team. This level of trust empowered Amy to exercise her decision-making freedom, take calculated risks, and ultimately steer the agency toward success.

One of the key lessons Amy learned during that time was the importance of trust in managing people. She learned to look at each team member beyond their functions at the agency and to support them as people during significant transitions such as starting a family or sick parents. Trust is the foundation of any successful team and is essential for fostering collaboration, communication, and accountability.

However, as the years went by she started to think about the next chapter in her career and realized she needed to build something of her own before the end of her career. It was the one thing she felt she hadn’t done in business, so she took the leap and made it happen.

Laying the Foundation: Structuring for Sustainable Agency Success

The hardest part of agency ownership for Amy in this first year has been client management. As the owner, she feels the weight of ensuring that clients are well-served and remain long-term partners, all while focusing on establishing a sustainable business model, team development, and policies. While these were tasks she had undertaken before, it is now her responsibility to create a cohesive structure for all these elements to function effectively.

When it came to expanding her team, Amy faced a significant decision: transitioning from relying on independent contractors to seeking full-time hires. While some may view full-time hires as unnecessary or risky in the first year of business, Amy believed it was the right move for her agency.

She chose to initially build her senior team, bringing on board a senior vice president and a vice president whom she had previously worked with and trusted to deliver. Now, she is gearing up to make additional mid-level hires to provide further support for the senior team.

Building a 7-Figure Agency by Leveraging Connections

Amy had already established a solid footing in the business world when she launched her agency in 2023, having cultivated strong connections within the industry. She attributes her agency's rapid growth to these relationships. In addition to capitalizing on her existing network, Amy differentiated her agency by offering a unique blend of services, merging business communications expertise with sports communications and brand activation. This allowed her agency to appeal to a diverse range of clients and offer a comprehensive suite of services, secure business quickly, and establish a solid foundation for growth.

Most people would be hesitant to leverage those connections and maybe doubt approaching them. In this sense, Amy emphasizes the importance of using LinkedIn to stay connected with past clients and colleagues, showcasing expertise, and leveraging relationships to drive business growth.

As today's Rolodex, LinkedIn played an important role in building a network of people Amy had worked with in the past, met on new business pitches, and connected with over the years. It’s the platform she used to reach out to people and let them know about her agency and where she was able to generate new business opportunities, secure referrals from vendors, and grow her client base organically.

Navigating the Agency's "No Man's Land" by Setting Ambitious Revenue Goals

After a year of incredible growth, Amy highlights is focusing on setting clear goals and objectives for business growth. One million dollars in revenue still seems unsteady for her, so she has the short-term goal of reaching $3 million in revenue and building a more sustainable operation.

In addition, Amy is focused on evolving the agency’s services as they continue to move forward. The point between $1 million and $4 million in revenue can feel like a no man’s land where the agency owner is growing their agency but continues to be at the center of the operation. To get past that, owners need to gradually step away from day-to-day operations to focus on being the face of the organization, coaching the senior leadership, and setting the agency’s goal and direction.

Ultimately, agency ownership will always present different challenges at each stage. It’ll never feel like the storm has passed and you can now relax. But as you move forward and seek to delegate part of the load, you’ll find it gets easier.

3 Questions Every Agency Owner Needs to Answer Before Exiting

At the end of your career, with all the crazier days of building the agency behind you, the thing you’ll probably remember the most is the relationships you built. Working through challenges with a team, facing difficult situations together, and coming out stronger on the other side will be some of the most memorable parts of the journey, even more so than the wins.

It’s during these times when you find out what your team is made of and also who’s willing to ride out the tough times with you and your agency. There are also good moments to see how well your team manages a crisis without having to run to you. Can they make the key decisions following the roadmap you created?

This is when you’ll know you can step back and enjoy more of your time. Is this necessarily the time to sell your agency and retire? It really depends on the person, but no one should even consider that option without a clear vision of what comes after the sale. In her case, Amy has learned entrepreneurs need to answer three questions:

1. Have you done enough?

2. Do you have enough?

3. Will you have enough to do?

If you have an answer for all — especially #3, then you are ready for the next stage of your life.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What does it take for an agency to not only survive but thrive over decades? What mindset and approach enabled this agency owner to pivot and leverage new opportunities? In the challenging world of business, most companies struggle to reach the one-year mark, with even fewer making it to the five-year milestone. Hence, for an agency to make it beyond that it means the owner has weathered more than a few storms and learned to navigate and adapt to a constantly changing industry. Today’s guest has steered her business through over two decades of growth, demonstrating the ability to pivot, take calculated risks, and understand her agency's value to ensure its sustainability. From learning the importance of self-renewal to using the pandemic as a time to pivot and grow, tune in to learn about her journey and the changes in the marketing landscape over the past couple of years.

Marlo Fogelman is the founder & CEO of Marlo Marketing, an integrated marketing agency specializing in all things hospitality, lifestyle, and CPG. Marlo has owned an agency for over 20 years and today she shares insights on the evolution of her agency from a PR firm to an integrated marketing model. She discusses the variety of services her agency offers, from creative services to full-scale marketing support for clients in the hospitality, lifestyle, and consumer-packaged-goods (CPG) industries.

In this episode, we’ll discuss:

• Making time for self-renewal while owning an agency.

• The foundations of agency rebuilding.

• Pivoting to retain talent amid the turmoil.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

How a Career Pivot Led to Accidental Agency Life

Despite her initial intentions of practicing law, Marlo felt unfulfilled and unsure of her career path. It was during this time of uncertainty that she stumbled upon a job opportunity in PR, which ultimately changed the course of her career.

Working in PR, Marlo discovered her passion for marketing and communication. She excelled in her role, turning around a national brand that had previously struggled in the market. Her success in PR and her passion for quality work and ethical practices guided her decision to start her own agency, specializing in hospitality, lifestyle, and CPG clients.

One of the pivotal moments in her career was receiving a call from the CEO of a 27-unit restaurant group, offering the opportunity to take over their marketing efforts. Despite initially hesitating, Marlo accepted the challenge and exceeded all expectations, setting new sales records and achieving unprecedented success for the restaurant group. It was an interesting opportunity to be on the other side and see the results her team could bring controlling both the execution and the strategy instead of just implementing the client’s vision.

The Entrepreneurial Balancing Act: Finding Time for Self-Renewal

Becoming an agency owner meant a shift in how she worked and how the work she did integrated into her life. Instead of spending late nights highlighting legal documents, Marlo now spent time in Nantucket with clients, enjoying wine and meeting interesting people. However, since it didn’t feel like work, she didn't take enough time to recharge.

This realization came later in her career when she led a team of 45 people and was putting all of herself into building and growing her business. While she would do it all over again, Marlo acknowledges she would also take more time for herself.

Taking time for yourself is not just about relaxation and self-care it is also about gaining perspective and clarity. Her advice to agency owners is to take a complete month off from their business to see what breaks and to recharge their energy. This allows individuals to step back, evaluate their priorities, and delegate tasks effectively.

Crisis as Catalyst: The Unshakable Foundations of Agency Rebuilding

The pandemic dealt a significant blow to Marlo’s agency, causing her to lose two-thirds of her clients overnight. Despite the uncertainty and fear surrounding the pandemic, she decided to seize a new opportunity, ultimately rescuing her hospitality based business from complete collapse.

Marlo’s adaptability and willingness to take calculated risks were crucial for her agency's survival. She recognized the need to pivot her business strategy and embrace new challenges to ensure the agency's continuation. Even in the face of adversity, this readiness to reset and rebuild ultimately preserved her team and kept the business afloat.

In hindsight, her decision prevented the need to lay off most of her hospitality practice team, which would have meant starting from scratch. Nonetheless, she encourages agency owners to remember they can always start again and rebuild. Creativity and experience are invaluable tools at their disposal; underestimating them would be a mistake.

Staying Curious as a Competitive Advantage: the Perils of Outdated Marketing

With 20 years in the industry, Marlo has witnessed many changes and knows how important it is for owners to keep up with them to stay relevant and successful. Continuous learning and curiosity are essential in marketing, so she advises always expanding your skill set and staying up-to-date with the latest trends and technologies.

This is how she first fell into her niche, as she noticed that marketers for resorts and senior living communities getting paid a lot of money and weren’t doing a good job. Most of all, these marketing fails came from people who had failed to adapt to the changing landscape. They expected to do the same things they did 10-15 years prior and still get great results. Simply relying on outdated strategies and techniques from the past is not enough to succeed in today's fast-paced marketing environment.

Furthermore, Marlo touches on the pitfalls of agencies that lack expertise in certain areas but still offer those services to clients and emphasizes the importance of being honest about one's capabilities. This ensures clients receive high-quality services and results that meet their expectations.

How Proper Pricing Can Be the Key to Work-Life Balance

One common misconception peddled online is that running an agency allows for a life filled with endless vacations and leisurely days at the beach. While achieving success certainly requires hard work, Marlo rejects the notion that agency owners should be constantly overwhelmed and working non-stop.

If you find yourself facing a perpetual state of busyness and overwhelm, you may be undervaluing your services. By prioritizing the value of your expertise over your time, you can justify increasing your prices to better reflect the value you offer to clients. Start by raising prices for new prospects, and seeing the results, you’ll work up the courage to raise prices for legacy clients as well.

While some existing clients may leave after a price increase, this will create space for new clients who appreciate the value you bring. In reality, many agency owners report minimal client turnover following a price increase, as clients recognize and appreciate the expertise their agency provides. This shift not only results in a significant revenue boost but also reduces the workload.

Regularly assessing and adjusting pricing to align with the value you deliver is crucial. This proactive approach to pricing can lead to enhanced revenue and a more sustainable business model in the long term.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you interested in breaking away from conventional agency practices? Do you want an agency structure that best suits your team? Today’s guest established her agency right after college, without any prior experience working in an agency. She designed her agency's structure based on what felt right for her team rather than following standard industry norms. Emphasizing culture, and prioritizing raises and recognition over promotions, she has fostered a team of passionate individuals who love what they do. Learn about Scout's journey in building a thriving agency culture without hierarchies and how her approach to business helped her build a passionate team.

Scout Driscoll is the founder of Design Scout, a branding agency with a rebellious edge. They work with clients across founder-driven industries interested in breaking the status quo. She shares insights on creating a thriving business culture without the need for traditional promotions or ladder climbing.

With over 21 years of experience, Scout discusses working with founder-driven clients who aim to break the status quo with strategic and personality-rich brands.

In this interview, we’ll discuss:

• Shaping a unique agency culture.

• Crafting an agency culture that goes beyond promotions.

• Engaging directly with business owners.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Defying 'Best Practices' and Shaping a Unique Agency Structure

Scout wasted no time establishing her own company straight out of college after missing out on her dream job. That was over 20 years ago, and the journey to develop her agency has been nothing short of remarkable. The most surprising revelation for her over the years has been realizing that as someone who had never worked in an agency before owning one, she could truly chart her own course.

Initially, Scout’s agency was a straightforward graphic design agency with clients in the hospitality and entertainment industries. They slowly moved to being a much more strategic, focused, brand strategy agency. While still offering full-service design, the agency now dedicates three months to delve into a client's emotional drivers and brand work. Additionally, the agency naturally transitioned into an all-women team, fostering exceptional chemistry among the staff, although Scout emphasizes that she is an equal opportunity employer.

Reflecting on her agency journey, she finds it’s all about finding a business that makes sense to you and not being afraid to hone your processes. More than adopting practices because they’re supposed to be the industry’s best practices, she prefers to adopt practices that truly fit her team’s needs and make her agency sustainable.

Motivation Beyond Promotions: Attracting Talent Driven by Great Work

After twenty years in the business, Scout now manages a small team of passionate individuals and is focused on creating the best work environment for them.

One of the key aspects of Scout's approach to building a strong culture is her emphasis on equality and empowerment within her team. She has one brand strategist who lays the foundation for the team’s groundwork on each project, as well as an operations manager who handles what each member does, for how long, and how much it’ll cost. Every person on her team is a designer of the same stripe, meaning that there is no hierarchy or ladders to climb within the agency.

It is certainly a unique approach and not to everyone’s liking, but for her it fosters a sense of equality and collaboration among team members, allowing everyone to feel valued and respected for their contributions.

Scout is clear with potential hires from the beginning that there are no promotions within the agency, but rather a focus on recognizing and rewarding great work. This approach attracts individuals who are not solely motivated by climbing the corporate ladder, but instead are passionate about doing great work and being recognized for their efforts. All team members are focused on producing high-quality work and supporting each other, rather than competing for promotions.

The Benefit of Engaging Directly with Business Owners

As someone who never worked at an agency before owning one, Scout has created her own unique work structure with her team. Each designer has a close relationship with their clients and manages their own projects internally directly with them, which to Scout is a more efficient way to work. This way, she’s managed to design a very slim operation that works for everyone.

She takes pride in developing client relationships and prefers to work with small companies where she and her team can directly engage with the owner, rather than navigating through multiple decision-makers.

Scout prioritizes her team's job satisfaction and conducts annual employee reviews focused on their comfort, sources of inspiration, and suggestions for improving the work environment. This approach has resulted in significant growth and continuous improvement for her agency.

In line with her belief that overworking the team yields poor results, Scout ensures that most staff work around 40 hours per week, with parents working around 35 hours. She firmly believes that this policy fosters a better work environment and improves results.

Finally, Scout advises agency owners to remember that just because someone is a good hire doesn’t mean you’ll automatically know how to be the right kind of boss for them. It takes time to understand each individual's needs, preferences, and coaching style to provide the necessary support and guidance for their success.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Is the fear of failure the driving force that keeps you striving towards your goals? For too many agency owners, the relentless stress of this life corrodes their drive, fueling an unhealthy obsession with avoiding defeat at all costs. Putting together a great team and taking the time to stop and figure things out is often the only way to get out of that trap.

Today’s guest managed to do this by implementing the lessons learned from the bike trails. She took the discipline and important insights learned from sports and translated them into business. As a result, she was able to improve her results and grow her agency. Tune in for insights on finding freedom and flow in business without being rooted in fear.

Karley Cunningham is the founder, creative strategist, and growth accelerator of Big Bold Brand Inc., a marketing agency that works with innovators, disruptors, and changemakers who seek a strategic business advantage and desire bold differentiation. Her team helps these innovators sort out their businesses and build great brands.

In this episode, we’ll discuss:

• How a purposeful plan will help you prevent burnout.

• Plan to thrive, not to survive.

• Avoid operating from a place of fear.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

Prevent Burnout with a Purposeful Plan: Taking a Sports Approach to Agency Growth

Karley, a former pro-level mountain biker and passionate sports enthusiast, attributes the most significant impact of sports in her life to the structure it provides. As a creative thinker prone to distraction, she values the discipline and routine that sports have instilled in her, enabling her to focus and succeed.

For her, it’s been easier to absorb business lessons by drawing parallels between sports and business, which is how she’s gotten to important shifts like taking a rest week every six to seven weeks of the year to catch up, think about the agency’s vision, and breathe. Like navigating a challenging trail in the mountains, running an agency requires determination, resilience, and a deep sense of purpose.

However, the most important thing you can do to prevent burnout is to have a plan. Many agency owners let the day-to-day consume them until they feel the only way out of the constant stress is to get out of the business altogether and sell the agency. At this point, they need a clear plan detailing the short-term and long-term goals they’re aiming for that will provide a direction and strategy.

Additionally, Karley’s advice to agency owners is to ensure the journey is as fulfilling as the destination. Just like in outdoor adventures where the climb must be worth the descent, agency owners should find joy and fulfillment in the process of growing their business. By integrating elements that excite and motivate them into their plans, agency owners can maintain their passion and drive toward success. In this sense, she recommends agency owners to "plan to thrive, not survive" as a key mindset to adopt in order to achieve success and growth in their businesses.

Plan to Thrive: Teamwork and Collaboration for Agency Success

Just like preparing for a challenging adventure like hiking the Grand Canyon takes planning ahead and anticipating challenges in order to thrive in the face of adversity. Agency owners should remember that, just like hiking a mountain, doing it all by yourself can prove to be very difficult and even boring.

Having a strong team and a supportive network can make all the difference in your journey. By surrounding yourself with a team of smart and capable individuals, you can leverage their strengths, make better decisions, and achieve greater success as a collective unit. For Karley, watching her team thrive is very rewarding and something you can only get through collaboration, teamwork, and shared decision-making in overcoming challenges and celebrating victories together.

Ditching the Fear Mindset Operating from a Place of Passion

Right now, the next stage for Karley is to prepare to sell her core methodology, which she was able to develop and systemize during the pandemic. As she prepares to turn it into a licensable system, she is admittedly stepping into a scary part of the process, a prospect that both excites and scares her. Despite her apprehension, she is determined not to let fear be the driving force behind her efforts.

Due to the many stresses of agency life, owners can end up fueled by the fear of failure, which is a horrible way to live. Karley encourages agency owners to be aware of what the dangers are but avoid running from a place of fear and instead try to hold on to the enjoyment of the process. To get to this place, think about surrounding yourself with people who know how to navigate those dangers and build a team with the skills to get you out of any situation. By doing so, you can operate from a place of passion and trust in their abilities to succeed.

And if you do ultimately fail, then it can serve as experience for the next adventure. In the end, there are no lives at stake. The agency may die but you’re still here to keep going.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Have you ever wondered what it takes to scale an agency from millions to tens of millions in revenue? Or how to successfully pivot from services to products? Today's guest has walked that path - not once but twice.

He’s built two successful agencies with the mission to lift brands up, tell compelling stories and recognize new products. As he reflects on his journey, he recounts the differences between scaling an agency to $25 million and to $50 million, as well as the pivotal decision of starting to sell a SaaS product. Tune in for valuable insights and inspiring stories from his entrepreneurial experience.

Phil Case is the President and Chief Client Officer of Max Connect Digital, a digital marketing agency that combines the most extensive real-time consumer data sets with personalized and dynamic ads. Phil shares his journey of growing his first agency from $300,000 to around $5 million and then scaling his current agency from $18 million to over $50 million. He discusses profit margins, business growth strategies, and the competitive mindset needed to succeed in the industry.

In this episode, we’ll discuss:

• A smarter approach to sustainable growth.

• Attracting talent through an SVP structure.

• The path to becoming a $50 million agency.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Foundational Clients: The Smart Approach to Fueling Sustainable Growth

Looking back, Phil knows he would scale his first agency differently. Back then, he worked grueling 60 to 80-hour workweeks, constantly putting out fires while striving to appease everyone. He also fell into the trap of trying to cater to every need, becoming a jack-of-all-trades for his clients.

If he could go back he would tell himself to focus and maintain high standards. He now understands that striving to excel in a specific area and establish a strong reputation for himself and his agency and have a minimum threshold of what they will do for clients. The growth process would’ve been slower, but it would have prevented them from taking on clients who placed excessive demands on the agency.

Admittedly, committing to a single niche at the outset can be challenging, especially when faced with numerous options and critical decisions. Furthermore, you can’t control your inbound and the type of opportunities that come to you when you’re just starting out. If given a do-over, Phil would be deliberate in building a stable foundation with a select group of clients, who would serve as the cornerstone for the agency's continued growth.

Aligning Talent and Vision for Exponential Growth

When it came to enhancing the agency’s growth and focus, Phil found it crucial to expand his team with individuals he trusted to excel beyond his own capabilities. Understanding the agency’s ideal client and vision is essential for attracting a team aligned with the common goal. This alignment empowers the team to make autonomous decisions for the agency, freeing Phil from constant oversight.

Empowering a team, trusting them to make decisions, delegating responsibilities, and allowing them to grow within the organization are key components of scaling an agency effectively. Once he had a big enough team, Phil appreciated the ability to spread the responsibility and burden of running the agency across a group of people. With a diversity of voices now up to speed on the agency’s goals and vision, they make way better decisions than Phil would haveon his own. This is where exponential growth started for his agency.

Attracting Top Talent Through an SVP Structure

Even as Phil successfully built a top-notch sales team at his second agency, he found himself frequently stepping in to close deals or develop strategies alongside the C-suite. To address this, he implemented a senior vice president structure, tapping professionals from diverse backgrounds such as higher education, automotive, and retail. This strategic shift allowed him to confidently direct inquiries to the experts, fostering a sense of empowerment within his team to handle client interactions and secure deals without his direct involvement.

Moreover, by entrusting specific industry expertise to the senior vice presidents, the agency positioned itself as a frontrunner in those sectors, attracting clients seeking specialized knowledge. Phil's deliberate approach to hiring and training three vice presidents concurrently during the onset of the pandemic proved fruitful, as it provided an opportunity to onboard exceptional talent seeking to make an impact. This bold move resulted in several outstanding hires who excelled in leadership roles.

Since making these hires, they’ve been much more intentional with their growth and have doubled down on existing client relationships. They are focused on providing more quality, value, and performance, which has accounted for 60% to 70% of their growth in recent years.

The Path to Becoming a $50 Million Agency

Coming into his second agency, Phil had a clear-cut mission in mind: World domination. They wanted to be the best and perform well for clients and so their sight was always set on the next milestone. If they were doing $2 million in revenue, they were already thinking “How do we get to three?”

With an unwavering commitment to progress, Phil's approach to reaching $50 million differed significantly from his strategy to achieve $25 million. Initially lacking a clear understanding of their ideal customers, they have since become more deliberate in their pursuit of growth.

Once they reached $25 million, they started to interrogate whether they really wanted to exponentially grow their client base. They took a step back to analyze and define what a bullseye client looks like for them and what were the industries where they consistently outperformed the competition. This mindset shift led to the realization that the most underappreciated growth mechanism was their existing book of business.

With this in mind, they focused on signing on fewer clients per month and doing quarterly business reviews for each of their accounts. By prioritizing quality over quantity, being intentional in their growth strategy, and investing in their team and resources, agencies can position themselves for long-term success and sustainability in a competitive industry. Once that focus came to be, Phil’s agency propelled from $25 million to $30 million.

Now, at $50 million, they deal with different challenges like inner departmental collaboration, orchestrated strategies, and scaling systems and structures.

Expanding Their Market Reach by Selling a Saas Product

As his agency scaled, their margins remained relatively consistent. As they’ve hit different revenue peaks, the composition of the types of services they’re offering is what tended to affect their profitability. Recognizing that certain client compositions or services were less profitable, the agency focused on enhancing its value proposition, optimizing pricing strategies, and improving operational efficiency to boost its bottom line.

At this stage, the emphasis for Phil is on exploring ways to deliver greater value, adopt effective pricing strategies, and establish efficient frameworks to enhance service delivery. In this sense, they’ve now set out to build marketing technology platforms they’re starting to sell as a SaaS-type product.

By leveraging their expertise in marketing technology and developing innovative solutions, agencies can expand their market reach and tap into new revenue streams. This approach allows agencies to scale their business, increase profitability, and potentially attract investors or buyers interested in acquiring the SaaS product.

Agency owners can rethink their approach to their agency business to running a services-based firm and a SaaS company simultaneously. Phil acknowledges the different mindset required for each type of business and emphasizes the importance of incubating the SaaS business and eventually separating it from the services-based firm to ensure success in the long run.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you debating the value of building your brand? Perhaps you're wary of the effort needed to establish your identity, only to feel confined to your business once you become the face of the agency. Our guest today specializes in helping clients effectively brand themselves and elevate their agencies.

He understands the common fears and reservations surrounding personal branding and offers valuable insights into its benefits. Above all, he wants entrepreneurs to understand that personal brands should evolve continually, ensuring that they don't limit your growth. Tune in for expert advice on cultivating trust and credibility in the industry through consistent branding efforts.

Jason Barnard is an entrepreneur, writer, and CEO of Kalicube, a digital marketing agency that makes your online brand representation irresistible to potential customers. Jason loves to solve the puzzle of how algorithms work and figure out how clients can use them in their favor. In this conversation, both Jasons emphasize the significance of branding yourself to elevate your agency to the next level in the digital marketing space.

In this episode, we’ll discuss:

• Why a personal brand won’t tie you to the business.

• How to build and pivot your brand.

• Communicating your evolving value.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

The Relatable Factor: Using Personal Branding to Connect with Clients

Building a strong brand requires consistency above all else. Without it, your company risks fading into obscurity. As long as you provide value, consistency will help you gain your audience’s trust over time. For Jason, it’s also very much about believing in the value you bring and being proactive. It’s a journey that never ends, Jason says, and a game you lose unless you devote enough time to building that brand over time.

Most agency owners believe they need to choose between building the agency’s brand or their personal brand. Commonly, a personal brand is seen as something that will tie you to the business forever, turning you into the face of the company. However, you need to be the face of your agency, especially in the beginning, and this doesn’t necessarily mean you’ll never be able to walk away.

Being the face of the agency simply means that you are the relatable figure that people associate with the business. People prefer to interact with individuals rather than faceless entities, and having a recognizable figure can significantly enhance their connection to your agency.

According to Jason, we all have a personal brand, whether we like it or not. As soon as you step into the digital landscape you’re leaving a footprint and, even if you try to stay in the background, people will seek you out to figure out who’s behind the agency.

Furthermore, agency owners should consider their career trajectory beyond the agency. Whether that means transitioning to roles like investor or author, having an established brand can make this pivot much smoother than starting from scratch.

Building and Pivoting Your Brand on Your Own Terms

For many people, one of the scariest parts of building a brand is thinking they’ll have to be very active on social media. To this, Jason says: not necessarily. To build your brand, you need to do things that make sense to you. This might be appearances on podcasts, writing articles, or social media. It all depends on your talent set, how you want to be presented, and how your audience is going to consume the information you provide.

If, instead, you’re looking to pivot an existing brand, Jason recommends auditing and updating all existing content about yourself to ensure it accurately reflects your current brand identity. This may involve revisiting old blog posts, social media profiles, podcast interviews, and other online assets to make necessary changes and corrections. It’s what he did when he decided to become a digital marketer after many years of being known on the internet as a cartoonist. He set out to align all his content with his current brand message to present a cohesive and compelling image to your audience.

For people looking to achieve something similar, he advises looking at what they have in their digital ecosystem, deciding what they want to communicate, and refocus everything. Once you do, Google will represent you in the way you want and your audience will see you the way you want to be seen.

Communicating Your Evolving Value in the Digital Age

One thing all entrepreneurs should keep in mind when it comes to branding is that we’re not permanently just one thing. People change and evolve; likewise, your personal brand should always evolve. If you have an active career, you’ll probably need to reposition yourself at least three times as you accomplish some goals and set out to conquer new ones.

In today's digital landscape, with the increasing influence of AI and algorithms, effectively communicating one's identity and value proposition to the target audience is paramount.

As individuals, we may struggle with defining who we are and what we stand for however as professionals, we must recognize that change is inevitable and that our personal brand should reflect this evolution. It can take time and self-reflection to truly understand our values, goals, and strengths. However, by actively engaging in this process, we can better align our personal brand with our authentic selves and create a more compelling and impactful online presence.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you striving to refine your selling strategy and cultivate enduring client relationships that stand the test of time? How can you elevate your approach to not just closing deals but fostering long-term partnerships that drive mutual growth and success? Today's guest started her business with the idea of embodying a strategic dance of trust, value creation, and genuine connection. Tune in to learn how leading with strategy can lead to success in the agency world.

Molly Baker is the founder and CEO of Indie Consulting, a marketing agency that specializes in strategic planning and activation. Molly shares her journey from working with big brands to starting her agency. She explains her reasons for prioritizing strategy and highlights the need to deeply understand client goals and strengths before making recommendations. 

In this episode, we’ll discuss:

• Why Molly chose to sell strategy to gain clients’ trust.

• The challenge of developing a repeatable process. 

• Offering a foot-in-the-door and client workshops to become a trusted advisor.

• A unique approach to account management. 

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Ditching the Agency Model and Forging Her Own Strategic Path

After graduating from college, Molly kicked off her career working at a prominent agency, where she mostly worked in digital media buying for a few years. She learned a lot and enjoyed all the great things that come with working at bigger agencies. After that, she went to work on the brand side at Ben & Jerry’s, a great experience that allowed her to work with all types of agency partners. However, the brand side ultimately wasn’t for her.

Wanting to find her own way in the industry led her to work freelance for some time as she gained more and more interest for the strategy-based offer. Eventually, it was time to give her vision a shot and see what happened.

She always saw herself starting a company, although she refrained from categorizing it as an agency, aligning with her distinct vision. This leap of faith has proven successful, as her business continues to thrive five years later.

Selling Strategy and Building Long-Term Client Relationships

Most agency owners typically start by leveraging their expertise and working as freelancers, tailoring their services to meet their clients’ specific needs, all while trying to establish a successful business model. For her part, Molly took a distinct approach from the beginning.

Initially, her value proposition centered around offering businesses the opportunity to hire her for a period of 3 to 6 months, instead of bringing in an in-house marketing director or digital strategist. This allowed business owners to thoroughly assess their needs and devise a plan before committing to a permanent in-house hire. It proved to be an appealing offer, especially at a time when business owners were overwhelmed by the options presented by digital but knew they had to embrace it to be relevant.

As her business evolved, Molly expanded her services to include addressing traditional strategy inquiries, such as the most effective investment models or creative strategies tailored to each business. This evolution ultimately led to the development of a fractional resourcing offering, providing clients with a dedicated partner who could seamlessly integrate with their team on a full-time basis.

It’s a very effective way to gain clients’ trust and get over the initial hesitancy that can come when they suspect the agency is just trying to sell something. Molly built a true consultancy where they sit down and help clients figure out the gaps in their business, which goes back to the very basis of the agency work: helping someone solve a problem.

Developing Repeatable Processes Amid Market Abundance

When it came time to start delegating some of the load to her team, Molly faced several challenges. Initially, she hired friends she’d previously worked with, which made for a seamless integration due to their similar styles and approaches. However, once the team started to grow and she hired outside of her known pool of past associates, it became more about effectively communicating how she wanted things to be done. 

It ended up being more complicated than she thought, since the way they did things couldn’t always be translated to a teachable process. It took teamwork and helping her team get educated through some of the same courses she’d completed but they eventually got there.

As they built their process, they encountered projects that served as valuable learning experiences, teaching them not to rush through tasks. Understanding a client's business goals and needs before making recommendations was crucial to Molly and her team. As a result, individuals who sought to speed the process were not a good fit for them.

Given the sheer volume of options available in the market, strategic planning has become more important than ever, as clients are realizing that a one-size-fits-all approach no longer suffices.

Of course, selling a process that takes three to five months to complete is challenging, Molly has learned that diving straight into execution only leads to increased spending while testing, learning, and making corrections along the way.

Using a Foot-in-the-Door Offer to Sell Clients on the Value of Strategy

Even though clients are currently more aware of the fact that the right solution won’t come from a few paid ads, Molly admits it can be hard to sell clients on the value of strategy. In such cases, a foot-in-the-door strategy emerges as a valuable tool to attract clients for a smaller commitment, allowing them to experience your work and view you as a trusted advisor.

Statistically, clients are 20 times more likely to engage your services again after their initial commitment. Therefore, including a foot-in-the-door offer can help you close a lot more deals and cement a relationship that can help clients feel more secure in paying the higher fee.

Offering Client Workshops to Become a Trusted Advisor

Beyond the foot-in-the-door strategy, Molly and her team are also preparing to implement a strategy workshop where clients will be able to learn from each other and get to see examples of what her agency’s strategy output can look like.

These types of networking events provide a space where agencies can showcase their capabilities and expertise more interactively and engagingly, rather than relying solely on traditional sales pitches and capability decks.

From her experience, Molly has seen clients at these workshops are mostly interested in learning what’s working and not working for other brands and which tools they’re leveraging. Providing this information also perfectly positions her agency to connect with potential clients and present themselves in a professional yet friendly environment where they can showcase their expertise.

For Molly, it’s like a "karmic boomerang", highlighting the idea that by consistently offering help and support to clients without expecting anything in return, agencies can build a positive reputation and trust with their clients. This approach creates a cycle of reciprocity where clients are more likely to turn to the agency for assistance and solutions because of the trust and goodwill that has been established over time.

A Unique Approach to Account Management

Molly is very decidedly against the general idea of what account managers are and has been since the beginning of her agency journey. In her view, account management can mean many things to different people and she challenges the traditional notion of account management as simply project management.

She believes that account management should be viewed as a partnership, where agencies work closely with clients to understand their needs and goals, rather than just focusing on getting tasks done.

Molly's agency takes a unique approach to account management by assigning account leads based on skill set and personality match, rather than having dedicated account managers. This allows for a more personalized and tailored approach to client relationships, where the agency aims to be a business partner and thought partner for their clients. By building curiosity and soft skills within her team, Molly ensures that they can show up better for their clients and truly understand what makes them tick.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you treat your team like employees or like people? Every agency owner should recognize the immense value of their team and ensure they are treated with the utmost respect. This may entail parting ways with toxic clients, as the well-being of your team is irreplaceable.

Our guest today faced challenging times during the pandemic when they had to terminate their agency's largest client to prevent the team from burning out entirely. It was a difficult decision, but it ultimately demonstrated how much he valued his employees, leading to a shift in the company culture and a newfound appreciation for their skills, which could be harnessed for incubator businesses. Tune in to discover how he faced the loss of a big client to choose the team that was making his dream a reality and how celebrating the small wins helps keep everyone sane and focused.

Miles Marmo is the founder of Agency Squid, a boutique consultancy and creative agency based in Minneapolis. He shares his journey of building a successful agency, navigating challenges, and creating an incubator agency model, as well as the importance of understanding consumer segmentation, industry trends, and merging it with creative outputs.

In this episode, we’ll discuss:

• Learning to savor the small wins.

• Choosing your team over a bad-fit client.

• The benefits of incubator brands for agencies.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

Why Agency Owners Need to Savor Every Success

Miles, a former athlete with experience working in agencies on the brand side, never anticipated becoming an agency owner. However, his entrepreneurial spirit was ignited by his competitive nature and desire for some degree of control over his work. His love for working with people also made entrepreneurship a natural fit for him.

Overall, he describes owning an agency as a rollercoaster with exhilarating highs and challenging lows, so maintaining a sense of balance is very difficult. In this sense, Miles tries to always remember to celebrate the wins, no matter how small.

Agency owners often dwell on losses and setbacks, leading to demoralization. Success is almost expected and therefore not celebrated as much as it should be. Instead, Miles believes that celebrating even minor wins not only boosts morale but also provides a sense of accomplishment and validation for the hard work put into the agency.

Undoubtedly, agency owners will face common struggles and moments of doubt and burnout when they feel like giving up and taking a job instead. However, he believes that by focusing on celebrating wins and finding joy in the successes, they can stay motivated and inspired to continue growing their businesses.

The Make-or-Break Moment: Choosing Your Team Over a Bad Client

One of these hard moments happened to Miles during the pandemic, when he faced the tough decision to part ways with a major client who negatively impacted the agency's culture and caused burnout among employees. It was a moment where he even questioned whether he had chosen the right career path and his effectiveness at managing his team

Although difficult, it became clear the client would never be content with the agency’s work. This decision ultimately led to a sense of relief and a reshaping of the agency's values and its approach to new business. In the end, prioritizing the team's welfare was crucial for the business’s overall health and success.

Letting go of a client that negatively impacts your culture is a way to show your team that you value them much more than any client. At the end of the day, as an owner, your team is building your dreams and is your greatest asset. You can always get more clients, but assembling a great team is difficult.

For Miles, the key to a successful agency lies in the team that supports it so he greatly values having a team that believes in the vision and works towards achieving it. This sense of unity and shared purpose not only motivates everyone but also leads to better results for the agency.

The Double Benefit of Incubator Brands for Agencies

During the pandemic, Miles recognized the potential of his team's unique skill set and saw an opportunity for them to embark on more fulfilling and lucrative creative endeavors. In this sense, he highlights the importance of allocating time effectively and setting boundaries to ensure the team focuses on client work as well as internal projects. Many agencies leave creative projects for later and prioritize client work. However, by managing time wisely and dedicating specific days for internal work, the agency can balance client demands and working on their own brand.

In this regard, Miles discusses the benefits of leveraging his team’s skills to build incubator businesses where they can gain valuable experience and expertise that can be applied to client work. It gives them a playground to creatively express themselves without the limits usually imposed by clients, as well as rare access to the full supply chain logistics and insight into the impact of a design decision. While dedicating time and commitment to these ventures may be challenging, the benefits far outweigh the effort.

Why Neglecting Self-Care Ends Up Affecting Your Agency

Being your best self is crucial for success, which is why Miles stresses the importance of mental health in this industry. Neglecting self-care can lead to a decline in performance across all aspects of life.

With a one-year-old at home, Miles has gained a new perspective on the significance of self-care and how neglecting personal well-being can have far-reaching consequences. Delaying self-care until a specific goal is reached is counterproductive, as one's well-being directly impacts performance and overall satisfaction.

Seeking support from an entrepreneurial community or a therapist can provide invaluable assistance during challenging times, ultimately leading to improved performance, success, and contentment in both professional and personal realms.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you prepared to elevate your agency team and pave the path to success? As your agency expands, the need to grow your team becomes inevitable, and having standard operating procedures (SOPs) in place beforehand can save you a lot of headaches.

Today’s guest went through a rapid growth phase with his agency and found he was ill-prepared to delegate responsibilities and clearly define tasks. As a result, he lost employees and clients but has since learned that SOPs should be in place before hiring and that a good SOP takes him out of the process as quickly as possible. Tune in to gain valuable insights on navigating the complexities of scaling an agency effectively.

Robert Brill is the owner of Brill Media, a white-label media buying agency that helps clients supercharge their business. At his agency, Robert works with a fully remote team of passionate experts and has created a culture of promoting from within, keeping the team members engaged, upskilled, and motivated to take leadership roles.

In this episode, we’ll discuss:

• When rapid growth meets poor processes.

• Consistency and clarity as a result of proper SOPs.

• How to correctly implement SOPs.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

From Dreams of Advertisement Glamour to Owning an Agency

In a departure from the most typical agency owner narrative, Robert says this is the only thing he’s ever wanted to do professionally. Growing up, the idea of working on high-profile projects, like commercials, sounded like a dream to him. He craved the recognition that would come from showcasing his work. “I didn’t have the ability to become a rock star, so I went into advertising,” he jokes.

After working a couple of marketing jobs as a college student, he continued that path following graduation and spent the next ten years in the advertising business. By 2013, he still had a love for the business but felt himself becoming a bad employee. The desire to operate according to his vision and the prospect of reducing the stress of taking time off motivated him to establish his own business.

Most agency owners know that - contrary to his expectations – running his agency demanded even more and he ended up working twice as hard. However, becoming a CEO and taking on more responsibilities was the only path to what he wanted and it was a big motivator for him.

What Happens When Rapid Growth Meets Poor Processes?

Once you start gaining traction with your agency and your brand attracts more clients, you’ll need to be prepared to start hiring as the amount of work increases. For Robert, however, it was particularly challenging since he had to triple his staff throughout one summer.

The big lesson Robert took from that summer is that he should have started hiring sooner. It felt like a big risk earlier in the life of the business. However, he’s learned that of all the big risks, this is one he should have taken sooner.

Initially, he hired people he had worked with previously, assuming they would excel in their roles without much guidance. However, within six months, one of his key hires quit due to dissatisfaction with the lack of structure, organization, and process within the business.

At this point, no one was happy, — not Robert, the new hires, the existing hires, or the clients. It took him six months to figure out the missing piece was standard operating procedures. Simply put, the lack of clear guidelines, workflows, and systems was leading to confusion, frustration, and ultimately, high turnover rates.

Consistency, Clarity, Growth: The Impacts of Finally Implementing SOPs

Agency SOPs sounded like the most boring thing in the world for Robert. However, after hiring a Chief Operating Officer who created his agency’s first SOP, he quickly saw the benefits that come with sticking to your processes and refining them over time.

Now everyone on the team understood what was expected of them because they knew where their responsibilities started and ended. As a result, they were more satisfied with their job and stayed longer. The agency’s output grew stronger, everything ran smoothly, and clients returned.

With proper SOPs, Robert also has a better understanding of which steps of the process need documenting while still offering enough autonomy for his team to feel empowered. Furthermore, he has seen the importance of actually enforcing the SOP after it’s created, otherwise it’ll be useless.

Six years later, his staff once again doubled, but with the proper systems the agency’s revenue stayed consistent over time, and turnover was greatly reduced for both clients and employees.

3 Steps to Correctly Implement Agency SOPs

According to Robert, it’s important to start building SOPs before hiring new employees to streamline processes, prevent mistakes, and ensure consistent quality in operations. Clearly defined SOPs help to avoid the chaos and confusion that can occur when knowledge is only held by a few individuals. For him, the process of implementing new SOPs generally goes as follows:

1. Identify the tasks involved.

2. Document the process while performing it yourself.

3. Delegate the tasks.

Hiring first and letting that person figure out the process seems like a less effective approach to Robert. For starters, figuring out the process first can help you pinpoint the person you’ll need for the task.

Tip: There should always be someone in charge of the SOP, updating and refining it, and ensuring its implementation. Additionally, you can appoint another team member who normally would have nothing to do with that particular part of the process and ask them to follow that SOP to see if they can find any gaps that can be corrected to create a more effective guide.

How Outsourcing SEO Expertise Unlocked New Opportunities

After five years of trying to figure out SEO for himself, Robert finally hired an expert who did a year’s worth of work for him and dramatically changed what he understood about SEO. This investment not only improved his business's SEO strategy but also allowed him to speak more confidently about marketing in general, create content on platforms like YouTube and TikTok, and potentially offer SEO services in the future.

As a result, he’s learned that a proactive approach to learning not only benefits the individual but also the team and the business as a whole. In the future, Robert may want to change his offering to include SEO services, and investing in expert training can lead to improved performance, increased efficiency, and better results for the business.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Is your agency work affecting your family life? Are you challenged by finding the right talent to assemble a team to take over some of the work? Today’s guest thought she’d always be a solopreneur but as her workload mounted, she realized she needed reinforcements to maintain her level of service and keep clients coming back. Getting the right talent to balance it all was not easy but she relied on a largely untapped talent pool: moms looking to keep their careers thriving while raising their families. In this episode, Sara discusses her experiences scaling her agency and balancing motherhood with a creative career.

Sara Jensen owns Brighter Messaging, a digital agency that helps small businesses manage their online presence and generate leads through content-based marketing. Sara shares her journey from being a solopreneur to running a digital marketing agency.

In this episode, we’ll discuss:

• Building a compensation model to empower your team.

• Taking advantage of the largest untapped talent pool.

• Getting wiser about client choices.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

Delegating for Success: From Solopreneur to Agency Owner

Starting as a freelance writer, Sara began to build her agency right as she had become a first-time mother. That was twelve years ago and she was building her agency from the ground up while navigating motherhood. At the time, she was ghostwriting, blogging, and juggling clients' demands. As the business grew, clients began requesting more services, and Sara realized she needed to level up by building a team.

The first role she hired was a virtual assistant, although she admits to being hesitant and unsure of how to work with someone else. Despite her initial reservations, Sara took a leap of faith and trusted her VA to help her navigate the process of delegating tasks and creating processes.

One of the key challenges she faced was the fear of losing control and not being able to deliver the same level of quality to her clients. This fear is common among entrepreneurs who are used to doing everything themselves. However, Sara's willingness to trust her team members and let go of some responsibilities ultimately led to the growth and success of her agency.

Incentivizing Success: A Compensation Model to Empower Your Team

Sara’s assistant was the first person to introduce a project management system – Asana – to the agency, changing everything about how they worked. To this day, it’s become an essential element of how her team works together and how she manages to get her ideas from her notepad to the team.

Having introduced a more structured system to the team’s everyday work and communications, Sara understood the importance of building processes and started to do so herself, a task she later delegated to the new project manager. For her, having consistent processes is a huge piece that helps set clear expectations for everyone on the team.

Another important factor for finally letting go of many tasks was being intentional about the compensation piece. At her agency, the team works as contractors and they’ve structured their compensation model around client retainer packages. Each role within the agency gets a portion of those retainers, as an incentive to be more invested in the client’s success.

By building trust, setting clear expectations, and providing opportunities for growth and development, agencies can create a culture of success and achievement that benefits both the team and the whole agency.

Taking Advantage of The Largest Untapped Talent Pool 

Another important aspect of how Sara has structured her agency to serve the interests of the working moms that mostly make up her team is offering flexible hours and part-time work. Most of her team members have side gigs and are in some stage of motherhood figuring out how to have a career while still dedicating time to their families.

For Sara, offering flexible work to moms is a very important part of her business model. In her view, moms are a largely untapped talent pool simply because they opt out; they don’t think they can work while taking care of the family and most companies certainly don’t offer choices for them to do so.

Getting Wiser About Your Client Choices to Prioritize Your Family Life

For agency owners, their family life suffers if they fail to flip the switch from agency mode to family mode at the end of the day. However, Sara believes it’s misleading to think of it as something you can switch on and off. It depends on the day and what she’s doing. In her experience, it also gets easier when you get wiser about the type of clients you choose.

Setting expectations and boundaries early on is a big part of ensuring clients respect the balance between work and family life. Sometimes this means the agency loses certain opportunities that just weren’t the right fit. However, by making these choices the team solidifies the values they uphold and stays within that lane.

In Sara’s case, it took a long time to get to a point where she could prioritize family time and set boundaries with clients. In this sense, a big part of this shift came from investing in coaching to clarify what she wanted their life to look like and defining her values and goals. Through this process, she was able to identify the types of clients that aligned with her values and boundaries.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you prioritize new clients or building lasting relationships? Would you be willing to lose money on a client in order to build a long-lasting relationship? Today’s guest has built two successful agencies banking on the power of planning for the long term instead of focusing just on the numbers. She’ll explain how she and her partner formed their vision of an agency where people could do their best work, clients felt heard, and it would all translate into business. Tune in to learn all about the visionary approach that led her and her partner to success.

Kim Lawton is a successful agency owner with two agencies under her belt. She’s the founder of Inspira Marketing, a 300-employee agency reaching the nine-figure mark, as well as the president and CEO of Enthuse Marketing, a purpose-driven group committed to building brands through effective experiential marketing strategies. She shares her journey building two agencies and discusses her approach of over-resourcing client relationships, her role as the chief possibilities officer and president/CEO, and her entrepreneurial journey from a young age.

In this episode, we’ll discuss:

• The four pillars of relationship building.

• Risking losing money for long-term client relationships.

• Strategic hiring to fuel growth.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

The Four Pillars of a Relationship-Driven Agency

Although she’s an accidental agency owner, according to Kim she’s been an entrepreneur since the age of fourteen, when she managed her father’s pizza shop and fell into the role of marketer. It wasn't until years later, working at an agency during the rise of experiential marketing, that she truly started to believe in her marketing abilities. It was there that she met her current business partner.

As Kim and her partner dreamed of owning their own agency, they kept a journal to define the key elements they wanted to include. Their primary focus was creating a place where people felt seen, heard, and empowered to do their best work. They believed this would translate into a successful business.

Rather than focusing on the numbers, hourly billing, or time spent on each account, like most agencies, they made the strategic decision to invest in relationships over profit. As they planned how this would look as a profitable business, Kim and her partner decided their agency would be built on four main pillars:

• People: Their investment in talent.

• Organizational development: Tools they invest in that help people do their jobs more effectively.

• Client leadership: How they show up for their clients.

• Growth and reputation: They measure the previous three elements and look at that to establish how the agency performed that year.

It may seem counterintuitive for business owners who prioritize profit margins and bottom lines, but it was a conscious choice to become their clients' preferred solution, even if it meant potential short-term financial losses. Their long-term relationship investment approach not only allowed them to create long-lasting relationships, but it was also a good way to quickly identify bad clients. If the client didn’t value the time they were investing in their project, it was easy to say goodbye to them and not look back.

Maximizing Client Relationships: A Strategy for Long-Term Success

How do you start to set up a structure where the business is set to lose money with each client for the first year? Kim suggests allocating a portion of marketing expenses to client service. This approach allows agencies to prioritize nurturing existing client relationships, leading to increased business opportunities and revenue.

Of course, it wasn’t a reckless strategy, Kim and her partner set a maximum 15% loss threshold per client and assigned specific departments to absorb these costs. They also regularly evaluated the value provided to clients and sought to exceed their expectations.

Despite occasional overinvestment in certain clients, they take pride in sustaining numerous client relationships over sixteen years.

Pro tip: Kim and her partner went above and beyond for their clients and meticulously tracked any additional hours spent outside the scope of the project and presented these as zero-dollar change orders. This showcased their dedication and established a strong foundation for future collaboration. This transparent and proactive approach not only fostered goodwill with clients but also paved the way for potential opportunities in value-based pricing and performance-based marketing.

Consistent Outreach for Consistent Results: Leveraging Cold Calls

Cold calling has proven to be a successful strategy for many agencies and it has certainly been the case for Kim. In the initial stages of the agency's development, one of its primary objectives was to transform cold calling into an effective strategy. Today, at their agency, this approach is known as the "nifty fifty" and has resulted in a steady stream of opportunities and business expansion. Kim and her partner committed to contacting a set list of 50 individuals each week, holding each other accountable for completing these calls.

For Kim, it’s all about timing. There’s a right time and place for these calls, but by regularly reaching out to her network and staying connected with past clients, they were able to uncover new opportunities, referrals, and partnerships that ultimately contributed to the success of her business.

Balancing Client Needs and Agency Vision: Their Path to a Second Brand

The opportunity for their second venture came from a client engagement, prompting them to develop a specialized team dedicated to delivering the client’s brand message within the hospitality industry. As discussions progressed, the client realized that their agency's brand, focused on experiential and client-facing elements, did not align with their objectives. They sought an approach more grounded in education, prompting whether establishing a dedicated business department would suffice.

Kim and his business partner's wife, an educator eager to reinvigorate her career, collaborated on a program tailored to the client's requirements. While the results met the client's expectations, a new challenge emerged: the exclusive focus on the program overshadowed the agency's identity. Consequently, they restructured the agency to revolve around the new program, shifting the focus from the client to the new business.

Strategic Hiring to Fuel Growth

Kim and her partner were deliberate in their approach to building their agency, understanding the impact of every hiring decision on the agency's success. They were determined to avoid the common pitfall of reactive hiring that leads to a cycle of downsizing and expansion. Instead, they focused on strategic, long-term growth and sustainability, ensuring that each new team member added value to the agency.

In order for this to work, they instilled in their team the importance of considering the long-term effects of their hiring decisions and aligning them with the agency's annual plan and budget. Employees were involved in the decision-making process, fostering a positive work culture and team cohesion, ultimately leading to improved client satisfaction and retention.

Effective delegation is also crucial in maintaining balance within the team. In this sense, Kim’s agency used a specialized company to conduct weekly assessments measuring employees’ strengths and weaknesses. This approach allowed the agency leaders to gauge each team member's performance in real time and identify areas where they excelled or struggled.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What sets high-performing agencies apart from their low-performing counterparts? How are you positioning your agency for success? Our guest today is a seasoned business executive with extensive experience in product marketing and sales leadership. In his current role, he collaborates with agencies and gains insights into what separates successful ones from the rest. Tune in to gain valuable perspectives on agency performance and growth strategies.

Tim Condon is the Chief Revenue Officer of Clutch, a one-stop-shop were businesses can identify leading service providers through an innovative research process that melds the best of traditional B2B research and newer consumer review services. He discusses the difference between high-performing and low-performing agencies and shares insights from working with professional services companies and marketing firms, highlighting key factors that contribute to agency success.

In this episode, we’ll discuss:

• Focusing on organic growth.

• Making 100,000 leads in one day.

• Shortening the sales cycle.

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Sponsors and Resources

Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile.

Organic Growth and Operational Excellence Build a Scalable Agency

From his many interactions with agencies at Clutch, Tim has gathered some great intel on what is working for the most successful agencies. First, they start doing something they are really good at and focus on organic growth. Many prominent agency CEOs initially honed their skills in website development, later expanding their expertise to encompass SEO and pay-per-click advertising to drive increased traffic.

As these successful agencies matured, they strategically planned their expansion into new areas, leveraging their organic growth to thrive and deliver exceptional outcomes. Also, Tim has observed a crucial aspect of sustained agency growth lies in establishing a robust infrastructure. Agencies that have mastered this have implemented comprehensive systems for lead tracking, incentivizing sales teams, and organizing their operational structure. These systems are essential for ensuring seamless operations and maximizing growth opportunities.

Without a solid foundational framework, agencies may encounter challenges in effectively attracting, converting, and scaling their business. But by implementing streamlined processes, performance tracking, and identifying areas for improvement, they can enhance their lead generation, and client conversion, and ultimately scale their business to new heights.

Leveraging Brand Power and Partnerships to Land 100,000 Leads!

As CRO at Clutch, Tim has seen many different and innovative approaches to generating leads but especially remembers a time when he was working at the Washington Post. At that time, he was tasked with building a platform to showcase the Post’s potential as a local resource with a lot of local merchants.

The Washington Post faced competition from larger companies like Groupon and LivingSocial, so Tim capitalized on the assets at his disposal, particularly the Post's strong brand and local market distribution, to build a robust email list.

Strategically aligning with Papa John's, Tim proposed a mutually beneficial promotion that involved giving away pizzas in exchange for registrations on their site. The campaign's resounding success resulted in 100,000 new leads! And consequently, 100,000 Papa Johns pizzas delivered — which solidified the partnership between the two seemingly unlikely partners.

This was by far the best promotion either brand had done and Tim made it happen by leveraging his assets and knowing competitive dimensions. He needed emails and had something the competition didn't, a well-established brand with a huge market distribution.

How can you create lead gen that results in 100,000 new leads? Tim’s advice is to carefully assess the core requirements, leverage existing assets, and identify the dimensions crucial for a competitive edge.

Too many agency owners focus on immediate sales. However, by prioritizing email address collection, businesses can establish direct communication with potential customers, nurture leads over time, and increase conversion rates. Additionally, by standing out in the market and using creative approaches to engage with prospects, businesses can differentiate themselves and achieve sustainable growth in a competitive business environment.

The Power of Foot-in-the-Door Offers to Shorten the Sales Cycle

At Clutch, they conduct an annual survey on the sales cycle and, according to the results, 50% of agencies say their sales cycle expands to over a month, while 20% say it’s over three months. These findings are consistent across professional services and underscore the importance of implementing effective systems to convert leads into clients.

This is where a "foot in the door offer" comes in as a powerful strategy for agencies to shorten their sales cycle and secure new clients. With this approach, you offer a low-cost or low-commitment initial service to potential clients to establish trust, build rapport, and demonstrate value. It’ll be the first step toward upselling additional services or projects to the client, ultimately leading to higher revenue and long-term relationships.

Jason believes selling a foot-in-the-door offer helped his team establish a relationship and build a high-level plan to solve a huge gap the client hadn’t noticed. This way, they position themselves as an advisor and get a project sold before other agencies can come back with their proposals.

Ultimately, implementing a foot-in-the-door offer can help you drastically reduce your sales cycle from months to just a few days, so ask yourself how do I get my foot in the door? How do I get the attention? How do I get my foot in the door? And then what is that upsell to get your clients to where you need to go?

The CRM Advantage: Enhancing Agency Performance and Client Engagement

One key component of a successful foot-in-the-door offer is investing in a CRM system. Having a CRM system in place is crucial for agencies to effectively manage their client relationships and drive business growth as a tool that allows them to track and organize client information, communicate effectively with clients, and streamline their sales and marketing processes.

According to Tim, when agencies lack a CRM system or fail to utilize it effectively, it can be a red flag that their systems are not in place. This can lead to disorganization, inefficiency, and missed growth opportunities.

Investing in a CRM system can help agencies stay organized, track client interactions, and nurture relationships effectively, which is the sort of investment that will differentiate high-performing agencies from low-performing agencies.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What would you do if you sold your agency tomorrow? Are you clear enough on your purpose that you could keep on creating value? Today’s guest is the founder of a beloved app that changed the way people drive nowadays. He eventually sold that company but hasn’t stopped looking for ways to improve people’s lives through his startups. He’ll share what he’s learned from failure, why he was out of the company as soon as he sold, and why you should always look to understand users to create real value. Tune in to learn valuable insights into building successful startups.

Uri Levine is the co-founder of Waze, a popular app that helps users have a better driving experience, get to their destination faster, and avoid speeding tickets. After his business was acquired by Google a decade ago for over $1 billion dollars, Uri went on to focus on other ventures. He more recently wrote the book Fall In Love With the Problem, Not the Solution.

He shares his entrepreneurial journey, from creating Waze to building Moveit, and discusses the importance of solving real problems to achieve product-market fit and the impact of failing to do so.

In this episode, we’ll discuss:

• Fall in love with the problem, not the solution.

• Cracking product-market fit.

• Making hard choices with conviction.

• What comes after selling an agency for $1 billion.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Find a Problem Worth Solving: Advice for Agencies to Create Lasting Value

Years ago, Uri had the chance to meet one of his technological gurus – Steve Wozniak – at an event. He got to take a picture with him and that exchange inspired a chapter of his book called “Understanding Users”. In it, he explains there’s no right or wrong way to use a product, something he always tried to take into account when it came to Waze users and how they overcame problems.

In his view, every entrepreneur should start by solving a problem. “Think about something worth solving,” he advises. If a lot of people have the same problem, speak with them, understand their perception of the problem, and only then set out to build the solution. For Uri, this is the only way to guarantee that you’re creating value. Instead, starting with the solution may lead to creating a solution that no one was asking for.

Uri encourages entrepreneurs to find a problem worth solving and make it the North Star of their journey. This way, you’ll be much less likely to deviate from the path toward your goal and much more likely to succeed. To agencies, he reminds them that the problem is a significant part of their marketing. The story you’ll tell about the problem is much more compelling than one about the solution. An enticing story will help you make customers care, and if they care, they’ll make you successful.

Biggest Successes and Failures Outside of Waze

Although Waze has over 700 million users, and even more use Moveit, neither is Uri’s most successful product. His most successful venture was a voicemail company called Converse Technology. At the time, it had many more users than either Waze or Moveit and it was a massive success. Years, later, he switched to software development, always looking for innovation and change.

On the other hand, his first startup focused on mobile email and it became his first big failure. Uri knew focusing on a problem worth solving was the starting point for any successful venture. This should always be followed by speaking with potential consumers. This way, you’ll see whether or not they share your vision of the problem. If not, they may still point you to a different approach to the problem.

Unfortunately, Uri found a problem worth solving that later disappeared. Someone, in this case, Blackberry, had solved it better. It was time to pivot to a new problem.

Define Your Agency’s DNA Early in the Creation Process

Finding a problem and identifying a proper approach to a solution are the surest ways to create a venture with a better opportunity to succeed. However, a major part of your happiness in an organization will revolve around the people you surround yourself with, rather than you and what you’re doing. Because of this, Uri believes the agency’s DNA and the culture you build around it will be just as important as the mission you have.

This is something you can start to create from day one, as Uri did with Waze. From its creation, he decided the company would be the best place to work at and built the culture around that idea. Since then, he’s built more companies and always makes sure to define their DNA early in its creation process. The result will be nearly no attrition because you’ve created a favorable work environment where people want to stay.

Beyond the Myth of Overnight Success: Cracking Product-Market Fit

Half of all startups will fail as a result of not figuring out their product-market fit, which simply put entails figuring out how you create value for customers. If you can’t figure that out, then your business doesn’t have a future.

There’s only one metric when it comes to product-market fit: retention. If you create value, customers will come back. If they don’t, then you’re either too complex and they can’t figure out the value or you’re not creating enough value.

Think of the apps you use every day like, Netflix or Facebook, and ask yourself what’s the difference between how you use it today and how you used it on day one. There is no major difference. Once companies figure out product market fit they don’t change it because that’s the value they bring to customers. What users don’t know is how long it takes a company to get that product market fit just right.

New companies compare themselves to these giants and assume they’re failing if they haven’t made it big by the two or three-year mark. In reality, none of these big brands was an overnight success and we’re just not aware of how long it took them to succeed. For Waze, it was four years and it took Netflix ten years.

Creating value for customers is a continuous process that requires time and effort. It’s not an overnight process.

Why CEOs Should Make Hard Choices with Conviction

Ever since he sold Waze ten years ago people have asked Uri whether he still thinks it was the right decision. For him, there are no right or wrong decisions. There’s just deciding on making no decision.

Some people prefer to remove all emotion to make decisions based purely on the logic of what would be better for the business. For Uri, the most important thing is making hard decisions with conviction, which is a crucial skill for a successful CEO.

For instance, there’s a chapter in Uri’s book called Firing and Hiring, inspired by conversations with CEOs regarding their underperforming teams. In most cases, they knew exactly which employees were just not cutting it and had known for some time. For Uri, the big problem in these cases was that CEOs were being too slow to make hard decisions because they’d have to assume responsibility for the consequences.

If you struggle with an underperforming team, Uri recommends you take a look at any team member and ask yourself would you hire them today knowing what you know about their work? If the answer is no, then fire them immediately. It’s advice he believes can be applied to anything in life, your professional path, your relationships. If you’re not happy with where you are, then start making changes in order to change that today.

Selling for $1 Billion & How Embracing Failure Can Take You Closer to Success

People may be surprised to hear that Uri was out the door the day after selling his company for $1 billion. However, by that time, he was already thinking of new startups he wanted to build, so this was the right move to close that chapter.

Furthermore, he says that, contrary to what people may believe, the sale did not mean he was walking away with $1 billion in his pocket. By that time he owned just 3% of the company and after taxes and a divorce, he was left with far less, which he mostly invested in his new startups.

Nowadays, he spends his days coaching different startups Some of these could become even more successful than Waze at some point, while others will probably end up being big failures. The prospect of failing is not one that plagues him too much since, in his view, failure is an inevitable part of the entrepreneurial journey, but it is through these failures that one can learn and grow.

At the end of the day, if you want to create new things you’re set to fail. Over the years and by accumulating new failures, he has managed to become statistically more successful thanks to the experience he has gained.

Selling Your Agency: Key Considerations and Uri's Advice on Timing and Motivations

If you’re trying to figure out the right time to sell your agency, Uri believes you should consider whether the offer you’ve received is life-changing or not. If it is, then it merits serious consideration. Additionally, if you have aspirations to pursue new ventures and innovate to benefit others and revolutionize the industry, selling may be the right move.

On the other hand, if you believe you’re company is a once-in-a-lifetime thing then you should keep it. Don’t sell unless you know what you’re going to do next.

Above all, avoid selling solely due to exhaustion and the desire to rest, as this may lead to restlessness sooner than expected. Entrepreneurs are inherently driven to create and take action and often find it challenging to embrace prolonged periods of rest.

Finding Purpose in Value Creation

Nowadays, Uri feels happier and more fulfilled than ever and it’s because in the last decade, he was finally able to figure out who he is and who he wants to become. He now states confidently that his purpose lies in value creation and he finds equal enjoyment in both creating something himself and guiding someone else to do it.

Finding a purpose will center you, the sense of purpose and impact on the world can lead to greater happiness and satisfaction in one's work. Finding something you’re good at and that people will pay for will be the cornerstone of your happiness. Identifying one's strengths and finding a market for them is pivotal for personal contentment. When coupled with a meaningful mission to make a positive impact, it becomes the key to enduring happiness.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Does your onboarding process set new hires up for success from day one? Do you believe the hardest part of adding new team members is the hiring process? Today’s guest believes most business owners disregard the importance of the onboarding process, which can affect a new hire’s chances of success in the agency. He goes over the many aspects you should improve for properly onboarding a new team member and why you don’t want to waste the time, money, and effort put into the hiring process by doing a bad job with onboarding. Learn valuable insights and strategies in setting up new team members for success and avoid pitfalls in hiring remote staff.

Noel Andrews is the CEO of JobRack, a hiring service that helps agencies find great remote talent from Eastern Europe and South Africa. As someone who focuses on finding the best talent and matching them with agencies looking to hire remotely, Noel knows the significance of prioritizing onboarding to ensure successful hires and discusses common mistakes agency owners make during the hiring process.

In this episode, we’ll discuss:

• Common onboarding mistakes you should avoid.

• How to kickstart a new hire for success.

• Effective remote team onboarding strategies.

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Sponsors and Resources

Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial exclusively for Jason’s listeners!

The Biggest Onboarding Mistakes Agency Owners Make When Hiring

Whether you’re hiring remotely or locally, hiring is hard so once agency owners get to the last stage of hiring and they’ve got a start date confirmed they breathe a sigh of relief thinking their job is done. However, this is not true. The next step now is onboarding and it is a critical stage in the hiring process that is often overlooked, with the most common mistakes being.

1. Not preparing for it.

2. Not prioritizing it.

Failing to adequately prepare for new hires leads to inefficiency. This looks like: no email access, Slack use, or client accounts ready on someone’s first day in the office. Even at big companies, it may take three days to get a new hire a laptop. It’s both a waste of their time and a terrible first impression.

For Noel, proper onboarding is a twelve-week process, where you’ll gradually provide them with the context they need to work in your agency. During this process, you should be preparing people with the background of who your clients are, what your services are, and why you do things the way you do. It’s the sort of detail that will help workers go above and beyond for the company.

Neglecting or rushing through the onboarding process can result in wasted time, money, and effort invested in the hiring process. Just like onboarding a new client, the first few weeks should be about how excited you are about them joining the team and offering everything they’ll need to set them up for success, foster a positive work environment, and ultimately improve retention and productivity in the long run. Especially if it’s a remote position, where you’ll have to be very intentional about making sure you’re giving them all the tools for success.

Emphasizing Values in the Onboarding Process

What Simon looks for in each team member will, of course, depend on the role. However, all his account managers, recruiters, operations managers, and customer success managers roles involve dealing with people, whether clients or customers.

In this sense, their energy and attitude play a big role in how they’ll do working in his agency. Of course, attitude is something that cannot be easily trained which is why hiring individuals who align with the company's values is the only way to ensure new hires will be a good fit for the organization and contribute positively to its culture. Not everyone has the ability to make people feel comfortable in a call or interview and that will play a big role for Noel.

Overall, he’s always looking for people who will be good at communicating and being part of the team.

4 Essential Elements to Kickstart Success for a New Hire

Ideally, any onboarding process will have a few elements that make it a great starting point to cement the relationship that the new employee and agency will form in the coming weeks and months. To build a successful onboarding process, Noel believes in the first week employees should at least:

1. Get to a place where they understand the agency and its values.

2. Know what’s expected of them in this new role.

3. Understand the KPIs and metrics they’ll be measured against.

4. Have a clear idea of what the onboarding process will be like.

Get Onboarding Right From Day One: Effective Remote Onboarding Strategies

Managing a remote team can be tricky, especially when it comes to training a new member and making sure they understand how everything works. Noel adopts a hands-on approach by closely supporting the new hire, dedicating daily meetings to guide them through the onboarding process and address any queries that may arise.

Additionally, he adheres to what Dan Martell calls the 10-80-10 principle in his book Buy Back Your Time. Basically, when delegating a task, 10% of the total time dedicated to delegating should be explaining the task, 80% should be dedicated to the actual execution, and then 10% should be checking, reviewing, and providing feedback by the manager. This is a critical part of the process since no new hire is going to instinctively know how to do things, even with the available SOPs.

A good way to help employees get comfortable with communicating their plan for the day and ask questions is to have them answer these three items at the start of each day:

• What did you do yesterday that was impactful?

• What’s your plan for today?

• Do you have any questions?

It’s a quick way to assess who will adapt to the agency because people who actually share their plan for the day and aren’t afraid to ask questions are usually more proactive and make for a more successful hire overall.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you want to sell your agency at some point? Do you know where you want to take your business before you’re ready to search for a partnership? Today’s guest started his agency at just twenty-three years old and was ready to sell ten years later, when his business was thriving and had a solid position in a coveted niche. However, the selling process was not as smooth as he hoped and he soon found himself looking for expert advice to understand a complex process that was sure to take a lot of his time for months on end. Tune in to learn how he navigated the M&A process while prioritizing clients and employees, and creating the ideal work environment for his team.

Simon Cristal is the founder of SWC Partnership, an international full-service marketing agency that helps clients increase lead generation and brand awareness by developing strategies and creative ideas. Last year, his agency was acquired by a global independent agency, which he says was a natural process and a great experience overall. Learn his insights on building a client-centric agency, the importance of taking care of clients, and the type of help you’ll need for a smooth acquisition process.

In this episode, we’ll discuss:

• Positioning and prioritizing profitability.

• From Zero employees to selling an agency.

• The agency owner’s roadmap to M&A.

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Sponsors and Resources

Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial exclusively for Jason’s listeners!

Lessons in Pricing, Positioning, and Prioritizing Profitability

Simon was born into the advertising world, with his father owning an agency that exposed him to the creative realms of design and copywriting from a young age. As he grew up, Simon navigated his way through several London agencies, honing his skills and gaining valuable experience. Surprisingly, the opportunity to set up his own agency came up earlier than expected. He knew he’d wanted to do it at some point in his career, although he didn’t expect to do it at twenty-three.

Simon started his agency with zero clients, which looking back was a risky move. He did, however, have a clearer vision of pricing. His first client was a big German dairy company and he knew the most effective approach to earn their respect was to refrain from underbidding.

It took around five years for him and his team to start really focusing on B2B and position themselves as specialists in helping brands connect to international audiences. This proved to be a savvy move, as the pandemic forced blue-chip businesses to seek out more affordable, niche agencies like Simon's, with their unique expertise in global brand-building.

In the ten years since starting the business, Simon has seen the importance of surrounding yourself with a good team to get through all sorts of situations. They operate under a very lean model since, in his view, it should never be about how many employees you have but about the type of business you build and whether or not it’s profitable.

This approach to building a passionate team and providing the best possible work environment helped him grow his business, and create great client relationships. It was even a deciding factor when it came to selling the agency.

Inspiring Creativity, Delivering Impact: Secrets of a Thriving Agency Mindset

Simon used to believe the agency should be focused on making sales. This has changed with time, as he realized they needed to focus on taking care of clients and looking for ways to help them succeed. It’s a friendly approach that sets the tone for a good agency-client relationship. For him, if you have great clients, great people, and great processes, the financials will take care of themselves.

Furthermore, Simon recommends using the NBAT framework (Need, Budget, Authority, Timing) as a practical way to ensure you’re picking the clients you can really help and offer the best results to. At his agency, they also use WIDI (I Wish I Did It) as a way to spark employees’ creativity. They organize a monthly meeting where people will take examples of great marketing they wish they had come up with. It’s a great way to stay inspired by innovative marketing strategies and continually strive for improvement. Taking a step back from the daily projects and allowing yourself to be inspired by others’ work will help you evolve and get better.

Working in the creative industry is fun and Simon believes it’s important to enjoy that. By being inspired, thinking outside the box, and prioritizing client satisfaction, businesses can differentiate themselves from competitors and create impactful and memorable campaigns. In the end, it’s the truly creative ideas that make for ads that people will remember for years to come. Here are Jason’s and Simon’s picks for some of the most memorable and impactful ads they’ve seen. What are yours?

From Zero Employees to Selling the Agency

Simon had always envisioned selling his agency at some point, and as the 10-year milestone approached, he realized that the timing was perfect. The agency had a strong track record of business success, impressive client retention, and a stellar team.

A point of pride for the agency was its commitment to creating a work environment where employees felt valued and motivated to stay long-term. Hence, when it came to finding the right agency to be acquired by, Simon prioritized the benefits for his clients and his team. Cultural alignment, opportunities for growth, and a shared vision were all essential considerations in the decision-making process.

Taking the advice from past podcast episode guests who spoke on this topic, Simon appointed an M&A advisor and conducted thorough research; This way, he was able to navigate the complexities of selling an agency and find a suitable partner. Even so, he was surprised by how much he underestimated the time the process took. It was a lengthy eight-month journey from the initial conversation to closing the deal.

Agency Owner's Roadmap to Mergers & Acquisitions

Overall, the selling process was a great experience and an undeniably time-consuming process. Sometimes, M&As may seem purposely dragged on for too long to make the seller feel they’re already too compromised and can’t back out or they would have lost all their time and effort. The right guidance and support will help you avoid that, although it is ultimately a process that can’t be rushed.

Simon’s best advice for other agency owners is to get the right help if you know you lack the proper knowledge and to leave all M&A activities outside the normal work hours. This way, it won’t take over your work day and you can make sure to keep the focus on the agency, as well as not feel you lost valuable time in case it doesn’t work out in the end.

Another key point was testing out the partnership before fully committing to it. Just like dating before getting married, doing trial projects or meetings can help both parties assess if their cultures and values align. As an agency owner selling your business, Jason recommends making sure you understand the buyer’s integration plan. It’ll say a lot about their motivations for the purchase. This step can help prevent any potential conflicts or misunderstandings down the line.

Other than that, he suggests investing time and resources into post-merger integration activities. Face-to-face meetings, team-building exercises, and collaboration opportunities are essential for fostering a cohesive and united team. These efforts not only enhance communication and trust but also contribute to the long-term success of the merger or acquisition.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Have you ever doubted your ability to steer your agency toward greatness? Does your team follow your lead on the decisions you make to get there? Many agency owners face this internal battle, questioning if they truly have what it takes to lead their business to new heights. Today’s guest has conquered those self-doubts and forged an unwavering confidence in his leadership abilities. He has grown his successful business over the years, gaining confidence as he accumulated more experience. Although he doesn’t regret past decisions, he realizes he could have retained a majority stake in his company and made it on his own had he trusted himself as he does now. Listen to the full episode to learn about his experience growing his agency and how he built the confidence to succeed.

Torey Azure is the CEO of Brandcraft Agency, a full-service agency that deals in videography, creative, digital marketing, and branding. Tori shares insights into his journey and the importance of having the right message for the right audience to improve digital channel performance.

In this episode, we’ll discuss:

• Uncovering what clients need.

• Building up leaders.

• The confidence to not hesitate when making decisions.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

3 Key Strategies for Authentic Client Interactions

Back in high school, Torey was able to blend in with different crowds, being the jock who was also voted as ‘most artistic’ in his class. Thinking back on that time, he realizes that the ability to relate to people from different backgrounds and industries has helped him succeed as an agency owner. It’s not about liking to be the center of attention but about having emotional intelligence and connecting with clients and colleagues on a personal level.

If you’re someone who finds it hard to network and especially starting a conversation with a stranger, Torey believes the most successful interactions will come from these 3 key strategies:

1. Don’t have an agenda. Speak confidently without thinking about what the other party may want to hear, and learn to quickly identify when someone should or shouldn’t be a client. This will come from practice and being in many different situations with different types of people.

2. Learn to really listen to people. Instead of pitching yourself, take a true interest in the other person. It will make for a much more enjoyable and memorable experience for them.

3. Genuinely curiosity about people. Find out why they started their business. With the pandemic and so much time spent on digital environments, it’s as if people have lost the ability to riff off in a conversation and be invested in what the other person is saying. However, it’s a very important skill to help prospective clients feel comfortable.

Make a Lasting Impact and Avoid the Order-Taker Trap

Torey believes his job as a marketer is to uncover what the client needs, which is not necessarily what they think they need. This approach is crucial for providing effective solutions and adding value to clients' businesses.

Too many agencies fall into the trap of being order takers, simply doing what the client asks without questioning or understanding the underlying problem. This mindset can lead to short-term gains but ultimately results in a race to the bottom competing to offer the lowest price. Instead, Torey advocates for taking the time to truly understand the client's needs and challenges, even if it means challenging their initial requests.

It’s a lesson Torey has learned through experience when in the past his agency created a good strategy to find the client’s audience but it turned out to be the wrong message and the wrong time.

Instead of looking at surface-level problems like lead generation issues and attracting clients through low prices, try asking probing questions and analyzing the client's past experiences with other agencies. You could identify patterns and the potential root causes of their struggles.

Empowering Leaders by Cultivating Independence

He felt proud the first time Torey realized the agency had signed a new client and delivered the results without his intervention. He is currently focused on elevating his team to foster the leadership necessary for this to continue. There is no definitive formula for achieving this goal, but he emphasizes the importance of creating enough momentum to allow team members the freedom to fail. They may struggle to gain essential experience and knowledge without the opportunity to make mistakes.

While it may not be ideal for the agency to endure losses that could have been prevented, granting team members the freedom to learn from their mistakes is crucial for developing resilience and problem-solving skills, which are vital for long-term success. This approach may be nerve-wracking at times, but it is essential for personal and professional growth.

In Torey's experience, there were fewer failures than expected. Instead, there were mainly different approaches to tasks, but no catastrophic failures that resulted in losing a client. This is fine as long as everyone agrees on what the deliverables are and what the client expects.

Furthermore, to start letting them solve issues on their own, you can use the 1-3-1 framework. If an employee comes to you with a problem, turn it into a learning opportunity by asking them to come up with three possible solutions for that problem and then you’ll ask them to choose one. Eventually, they’ll stop coming to you and just come up with the solution on their own. Ultimately, if you’re trusting them to handle the task it’s because you believe they’re ready.

Strategic Sacrifices and Lessons Learned

Staring the agency around the time of the collapse of the housing market meant a lot of struggles and no clients at first. Back then, Torey felt he needed people around him to help him scale so he decided to sell a majority stake in his business. In hindsight, he sees this as a move born out of desperation since he had a clear enough vision and he would have eventually gotten there on his own.

It also wasn’t about the money, as not a lot of money was exchanged. In the end, his biggest regret is giving up too much and not keeping a majority stake himself. However, he recognizes he just didn’t know back then, which is a must to have a clearer picture when it comes to negotiations.

Get Unstuck in Your Agency: Build the Confidence to Succeed

When it comes to decision-making, Torey believes leaders should have the ability to make prompt decisions, take decisive action, and not become mired in overanalyzing every detail. This may lead to making some decisions without fully calculating the risks, but for Torey, the growth you gain is worth it.

Being able to make quick decisions when needed says a lot about a leader’s confidence in themselves and their team. Torey trusts his instincts and prefers to move and implement instead of thinking too much about it and losing momentum. Whenever he feels the need to consult on a decision, he reaches out to other entrepreneurs he respects and who have been through similar situations. Most of the time they only reinforce what he was already thinking, but sometimes that’s what you need.

Learning from both successful and unsuccessful decisions is crucial for personal and professional development. Ultimately, the greatest regret would be failing to make a decision. Having the confidence to take action and live with the consequences not only yields valuable insights but also contributes to making more informed decisions in the future.

Cultivating Self-Trust by Embracing Uncertainty

For many, trusting yourself and your decisions will take practice, and the more you do it the more comfortable you’ll feel. Torey rarely second-guesses himself and once he makes up his mind to do something, he gets to work. For him, this is a crucial skill for any agency owner who wants to test things and move to the next level. In this sense, it helps him to think there’ll never be a point in his agency’s growth where he feels 100% sure of the next step. Each step of your growth will come with its challenges and, even though he’s learned a lot as an entrepreneur and continues to implement those lessons into how he operates the agency, more revenue doesn’t guarantee having everything figured out.

Looking back, challenges have taught Torey that all problems are solvable, and by planning, and knowing how to identify the real problem, he and his team will surely come up with a solution.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you struggling to keep your clients happy and retain their business? How do you prepare your team to create the best client experience? In today's competitive market, delivering an exceptional client experience is paramount. Our guest today is a true master of client service, leading a team laser-focused on understanding each client's unique needs and proactively crafting tailored solutions that address their pain points head-on. Tune in to learn strategies for client retention and growth in your agency business.

Khushbu Doshi is a customer service specialist passionate about strategizing, making realistic action plans, and following up on their implementation to get real results for agencies. She leads the customer service and sales division at E2M Solutions, managing a portfolio of 200+ agency clients, and works closely with a team of 20 to ensure client satisfaction.

She’s been on the show before discussing ways to improve customer success and reduce churn. Int his episode, she’ll share insights into the importance of building trust and providing value to clients to foster long-term relationships.

In this episode, we’ll discuss:

• Strategies to building trust and efficiency.

• Understanding client needs.

• Reviving client engagement.

• The always & never exercise.

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2 Reasons Agencies Lose Clients

Client satisfaction and retention are crucial for any business and building trust through efficient service is a key way to grow your client base. In essence, there are two main reasons an agency may be losing clients:

1. Clients don’t understand the value your agency is providing, or

2. You’re bringing on the wrong agency clients.

To illustrate the impact of client satisfaction, Khushbu talks about the Delta 4 Framework, a way to rate client experiences that can be applied to products and services. Results of this framework will show your service’s efficiency, with a rating of four or above indicating that clients are unlikely to switch to a less efficient option. In the case of Uber versus traditional cabs, Uber's efficiency rating was eight, hinting that clients would rarely go back to using regular cabs.

Businesses can then keep track of their efficiency and rate themselves in terms of client satisfaction or a particular project. According to Khushbu, results from applying this framework should be met with the curiosity to find out “why” and what’s behind said results. If clients are unhappy with the service, why is that? The answers will help you define a roadmap to deal with those metrics.

Efficiency is not just about completing tasks quickly, but also about providing a seamless and effective experience for clients. When a service is efficient, clients are more likely to share it with others, leading to word-of-mouth recommendations and further growth for the business.

Understanding Client Needs and Tailoring Solutions for Success

Everyone brings a different set of expectations to the agency-customer relationship. Agencies should try to understand their clients’ pain points better. At E2M, they focus heavily on defining these pain points during the first client call and then tailor their offering to fit the solution that particular client needs.

For example, if a client lacks technical expertise, the agency can step in as a technical expert to provide the necessary support. If a client struggles with communication, the agency can act as a project manager or account manager to streamline communication processes and save the client time.

This approach is crucial in ensuring that clients save time and become more efficient, ultimately leading to a more successful and fruitful relationship between the agency and the client.

Furthermore, Khushbu highlights the importance of ongoing communication and follow-up with clients even after delivering a service. Checking in with them and ensuring the solutions provided meet clients’ needs and expectations helps the agency continue to build trust and strengthen the client relationship. It’s a proactive approach that not only helps retain clients but also establishes a reputation as a trusted and reliable partner.

Unlocking Agency Growth by Harnessing the Power of Existing Client Relationships

If you’re looking to elevate your agency's growth strategy, 70% of your success lies in your existing client base. It's all about deciphering the right metrics, tracking client health, and mastering the art of scaling relationships to ensure a seamless dance of value delivery and exceeding client expectations.

One of the main KPIs to track is the client retention ratio, which measures the percentage of clients that continue to work with the agency over time. Khushbu and her team take it a step further by categorizing clients into green, yellow, and red zones, unveiling insights that guide tailored strategies. From nurturing green advocates to championing red and yellow clients with extra attention, this personalized approach paves the way for sustained growth and client satisfaction.

Reviving Client Engagement with Success Stories & FOMO

Ever wondered how to rekindle the spark with clients who've gone MIA? It's a common fear — reaching out could lead to cancellations. Khushbu recommends approaching them with success stories, highlighting how they could be using their plan and the results they could be getting.

Try to stir that competitive spirit in them that says, “If this other client is getting these results why can’t I?” She describes it as creating FOMO around your services and the benefits they could be getting from the plan they’re already paying and it’s a way to be proactive in identifying and addressing challenges before they escalate.

Agencies must be more proactive about assessing the value they are providing to clients. Outsourced solutions may be seen as implementers or order takers, but Kushbu knows the importance of taking care of clients in a strategic way. By asking questions like "Are we delivering value?" and "What are the results we are actually delivering?" agencies can stay ahead of potential problems and ensure that they are meeting their clients' expectations.

Using ‘Always and Never’ to Train Your Agency Team to Deliver Exceptional Service

For Khushbu's team, client satisfaction is at the core of everything they do. But how do you ensure that your team is consistently delivering exceptional service? She has a few exercises up her sleeve that are game-changers.

One of her favorites is the "always and never" exercise – a simple yet powerful way to get everyone on the same page. Team members list out the things they always want clients to say about their service and the things they never want to hear. This exercise helps team members understand what clients expect from them and how they can work together to deliver exceptional service.

Once those lists are created, it's time to roll up their sleeves and get proactive. The team dives into contingency plans and potential solutions for any problems that could lead to client dissatisfaction. It's a preemptive strike against potential pitfalls. Additionally, Khushbu regularly asks team members the hardest problem they’ve solved for a client. This way, they’ll be more conscious when it comes to asking themselves “Am I solving the client’s problem right now?” It’s also a way to constantly capture client success stories.

With exercises like this, her team is primed to deliver exceptional experiences that keep clients coming back for more.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you say your agency is like your baby? Could you be so emotionally attached to your business that you may be stifling its growth? Today’s guest will share his experience growing an agency and the turning points that allowed him to make real progress in its growth. From learning to communicate his agency's vision in a way that inspired buy-in to the surprising struggle of carving out space for a personal life amidst the chaos of entrepreneurship, his biggest challenge was letting go of the belief that he alone was the driving force behind its success. Tune in to learn his valuable lessons and tips for agency success.

Suken Shah is the owner of Envision Marketing, a digital agency that works with clients to find the right strategy that will them find success online. They mostly work with small businesses to help them build their website, SEO presence, and get more leads. Suken shares insights and stories from his 10 years of agency growth and the mindset shift required to see real agency growth. Tune in to learn his valuable lessons and tips for agency success.

In this episode, we’ll discuss:

• The problem with calling your agency “your baby.”

• Learning to communicate your worth.

• The power of communication and transparency.

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Sponsors and Resources

Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial just for Jason’s listeners!

Embracing the Entrepreneurial Leap & The Unexpected Realities of Agency Life 

Suken never had concrete plans to establish an agency. His journey into the world of digital marketing began when he was offered a teaching opportunity at the University of Nevada. Eager to excel in his new role, he delved into digital marketing, eventually formalizing his business as an LLC and initially running it as a side venture. He approached the transition from his corporate job with caution, gradually embracing the potential of his digital business as it gained traction.

As he embraced his new role as an entrepreneur, the most unexpected aspect of owning an agency was the sheer amount of effort required to build a team, attract and retain clients, and steer the business in the right direction. Suken was taken aback by the challenge of taking breaks and carving out personal time amidst the demands of the business.

Initially, he anticipated owning a business would allow him to maintain a similar income level as with his corporate job while having more free time. However, the reality was markedly different. As an agency owner, he found himself being the first to arrive and the last to leave, bearing the brunt of responsibility and often being the scapegoat for any misstep.

Driven by the fear of losing clients, Suken dedicated himself to client acquisition and business growth. His commitment to delivering exceptional results led to organic growth through client referrals, solidifying his agency's reputation.

The Problem with Calling an Agency “Your Baby”

Suken is still navigating the process of relinquishing control over certain tasks, acknowledging that it's a work in progress for him as a business owner. Delegating tasks used to be a struggle for him as he wanted things to be done a certain way. His agency, in many ways, has been like his 'baby', making it emotionally challenging to entrust control to others. This emotional attachment is a common experience among business owners who have poured their time, energy, and passion into nurturing the growth and success of their ventures.

After years of dedicated efforts to witness the gradual growth and success of an agency, it has become a source of immense pride. However, this attachment can sometimes lead to decisions being influenced by emotions rather than what is truly beneficial for the business's growth and success. Moreover, tying one's identity exclusively to the business can also impede growth by hindering the ability to delegate tasks and gain trust in the capabilities of a team. When a business owner views themselves as the sole driving force behind the agency's success, it may be challenging to empower team members and entrust them with greater responsibility.

Gary Vaynerchuk and VaynerMedia is a great example of how to do this right. He’s an incredibly successful agency owner, podcaster, and YouTuber yet he would most likely refer to himself as a creative and describe his qualities rather than define himself by what he’s doing at the moment.

Ultimately, building a successful agency requires a shift in mindset from being a hands-on entrepreneur to becoming a strategic leader. This transformation involves acknowledging one's strengths and weaknesses, delegating tasks, and empowering employees to take ownership of their responsibilities.

Quantifying Your Agency's Value Beyond Billable Hours

While having made progress in this area, Suken acknowledges he is still in the process of determining how to accurately price the agency's services based on the value they offer to clients. Quantifying the value of the services provided involves a deep dive into self-discovery and self-assessment and can be quite challenging, as it is a subjective process that evolves.

It is most likely inevitable to undercharge clients at some point and it did happen to Suken; however, through experience, client feedback, and a proven track record of success, agency owners can develop a better understanding of their worth and the impact they have on their clients' businesses.

An essential step in determining the agency's value is to begin tracking results. Whether it is revenue, leads, or website traffic, measuring metrics that are crucial to clients can effectively demonstrate the impact of the agency's work. This approach will assist in effectively communicating the agency's value and setting prices that align with this value. Suken began taking measurement more seriously around five years ago and has since become more disciplined and proactive in this aspect.

The Power of Communication and Transparency with Your Agency Team

Suken's top priority this year is to enhance agency communications, and he knows the work starts with him. He places great importance on actively engaging with team members and clients to ensure alignment and progress toward shared objectives. As part of this, he plans to conduct regular meetings and encourage team members to communicate extensively with clients through various channels.

Moreover, he advocates for transparency when it comes to addressing project challenges. He believes in openly discussing hurdles and potential issues with clients, rather than solely focusing on successes. He emphasizes the value of honest conversations, as he believes they can lead to effective solutions. Instead of the common practice of masking results or showcasing only positive outcomes, he believes that honest dialogue can foster trust and positive relationships with clients.

Furthermore, Suken's team has gotten better at preparing and communicating comprehensive plans to clients. They have established a thorough onboarding process, involving multiple team members in client meetings and documenting essential information to ensure everyone is aligned and working towards a common goal. This commitment to transparency and collaboration not only builds trust with clients but also sets the stage for the successful delivery of results.

Creating Effective Connections Strong Team Culture

Running a virtual agency, Suken is aware that building rapport virtually is not the easiest thing to do. Still, it can be effective in creating a sense of connection and understanding between parties. In any case, effective communication goes beyond just meeting in person. It also involves actively listening, showing empathy, and being present in conversations.

Furthermore, clients are becoming more aware of how technology can streamline processes and reduce costs, leading to a shift in expectations when it comes to meetings and communication. Being mindful of these changes and finding ways to leverage technology to improve efficiency will help agencies adapt to meet the needs of their clients while still delivering high-quality services.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

As an agency owner, have you explored the possibilities of content creation? Has it proven effective in building an audience or generating leads? Today’s guest is an agency owner who has been writing books and collaborating with different publications for years. However, he finds that, for marketers, content doesn’t really bring a lot of leads. For him, it’s all about the credibility and trust you build through that content. He’ll discuss why content creation nowadays is all about credibility and learning to adapt to leverage new tools. He’ll also share why he chose an agency model that veered away from the more common use of RFPs and how it helped him tap into a well of talent waiting to find a meaningful job. Tune in to hear his thoughts regarding RFPs vs, referrals and the tools you should be leveraging in your content creation.

Scott Gillum is the founder and CEO of Carbon Design, a B2B marketing services firm that uses the power of audience insight to increase conversations, engagement, and revenue for clients. Scott shares how his agency has evolved its model to focus on efficiency and effectiveness for midsize companies by utilizing all contractors.

In this episode, we’ll discuss:

• The agency model that helps you tap into a well of talent.

• Moving away from RFPs.

• Why content is KEY.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Building an Agency Model Around Work-Life Integration

Since his start in the industry, Scott has been always intrigued by engagement rates and frequently referred to Gallup’s data – a multinational analytics firm that conducts workplace consulting research – and found the results were frankly concerning. In the 25 years that Gallup has been measuring employee engagement rates, it has never been above 32%. Additionally, at least 15% of the surveyed employees felt actively disengaged.

Scott also worked as a management consultant for a while and observed people usually leave their jobs to attend to family life responsibilities like taking care of their kids or sick parent. He could see how much they struggled to balance both and ended up disappointed. Around this time, he was in conversations with an agency that offered him to work on a different and very meaningful project.

He pitched the idea to build a model that would allow an agency to tap into a well of talent looking for meaningful work but have to deal with the difficulties of being a main caretaker. “There are 5 million stay-at-home moms looking for meaningful work. It’s unused capacity we could tap into,” he explains.

The decision to engage solely with contractors also significantly influenced the agency’s operational approach. Scott notes they operate entirely on referrals, focusing on inbound leads and project-based work rather than traditional retainers. This is how his agency has operated for the past six years.

Referrals over RFPs: The Power of Building Relationships in Agency Business

In the agency world, one of the traditional approaches to acquiring clients involves responding to Requests for Proposals (RFPs). These documents outline the client's requirements and ask agencies to submit proposals detailing how they would meet those needs. However, there is a growing trend among agencies to rely less and less on engaging in the RFP process. It’s a shift that highlights the power of building relationships and trust with clients, and the benefits that come with it.

In their six years operating, acquisition of business has been the hardest part for his agency. Being 100% referral-oriented, they don’t typically respond to RFPs, don’t believe in retainers, and focus exclusively on doing good project-oriented work, building trust, delivering quality work, and fostering long-term relationships with clients. Their goal is that clients are completely satisfied with the results and hire them again.

For agencies seeking to move away from RFPs, a potential approach could involve offering a reduced fee for a consultation to gain a better understanding of the prospect's needs. Spending at least one hour to build a tailored plan based on the client's input can demonstrate the agency's commitment. If the client approves the plan, they can choose to engage with the agency, or implement the plan themselves. If the client is dissatisfied, they receive a full refund.

How do you respond to an RFP? Watch this 2-min video for Jason Swenk’s answer.

Content is KEY:  From “Publish or Perish” to “Adapt or Die”

Writing, podcasting, and video creation are great lead generators in sales and things agency owners are encouraged to do to attract clients. However, as an author for several publications and books Scott finds that marketing is much more about building trust, establishing relationships, and ultimately driving business growth.

Content creation allows agencies to showcase their expertise, build credibility, and connect with their target audience on a deeper level. By consistently putting out valuable and engaging content, agencies can attract new clients, retain existing ones, and differentiate themselves from competitors. In Scott's case, he predominantly produces informative material based on client research and experience. Two additional ways for him to leverage his writing to build relationships could be to:

1. Approach industry experts for interviews, thereby enhancing audience trust and fostering connections, and

2. Take his research and advice to other formats like audio and video.

With the widespread popularity of audio podcasts and video content, it's crucial for agencies to adapt their content strategy to align with their audience's preferences. The emergence of AI tools that facilitate script creation and video editing underscores the need for agencies to be open to experimenting with new formats and embracing emerging technologies to remain relevant and competitive.

Establishing Trust Through Content: The Role of Credibility and Experience

With content creation becoming much more accessible thanks to AI tools, the other side of the coin is that a lot of bad content is thrown into the mix. According to Scott, some of this content is concerning because it has no knowledge or research to back it up. “We have a generation now that understands marketing tools but doesn’t understand marketing very well,” he says.

Credibility will make the difference between audiences more keen on either receiving well-researched facts or the opinion of a trusted source. In this sense, experience will play a crucial role in establishing credibility. The audience will typically look at someone’s practical experience in a particular field before offering opinions or advice. For instance, young life coaches who may not have experienced enough in life to truly understand and guide others will likely have low credibility compared to their more experienced counterparts.

Ultimately, credibility and experience go hand in hand when it comes to creating content. By combining a strong knowledge base with practical experience, content creators can establish themselves as trustworthy sources of information and opinions. This, in turn, helps build a loyal following and enhances the impact of their content.

AI Tools You Should Check Out in 2024

AI tools have been ubiquitous in the past year, and this year promises even more potential for those in the industry looking to leverage their capabilities. Scott utilizes widely used tools such as ChatGPT 4 and has recently partnered with Cassidy, a company that offers AI tools for website content creation and image generation, which can also aid in brainstorming. Scott finds that other tools frequently require updates, leading to the need for continuous adjustments to yield accurate results. In this sense, Cassidy seamlessly integrates with G Suite, allowing it to analyze files, proposals, emails, and more to facilitate content creation.

This type of AI tool can be extremely beneficial for small business owners and agency owners who are juggling multiple tasks and responsibilities. With the right information, AI tools like Cassidy learn from you, work for you and can help content creators save time and effort by automating certain processes and getting assistance in pulling relevant information from past projects. Will AI replace agencies? No — and learning to efficiently use these tools opens a lot of doors.

Overall, Scott remains optimistic about the potential of AI tools to be additive rather than replacing human workers. He emphasizes that AI tools can assist teams in finding past project work, pulling relevant information, and overall making the job easier for content creators.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you fed up with the revenue roller coaster? Ready to get off and build an agency business model focused on sustainable profits? Maybe you’ve heard the saying "revenue is vanity and profit is sanity.” Our featured guest today experienced significant sustainable growth after breaking free from the “revenue trap.” By shifting the focus from revenue to the bottom line, he saw a remarkable shift, leading to financial stability and long-term sustainability. Listen or read to discover how this agency owner navigated through adversity, turned his business around, and expanded his team to more than 700 members.

Robert Berkeley is the co-founder of EKCS, a creative agency specializing in turning ideas into multiple assets. His team works with brands, agencies, and media companies as an extended team that helps them overcome creative production challenges, gain efficiencies, and improve ROI. Robert shares insights on partnership dynamics, dealing with negative people, and the importance of course correction when a business is heading in the wrong direction.

In this episode, we’ll discuss:

• The key to partnership longevity.

• Escaping the revenue trap.

• Balancing client acquisition and retention for manageable agency growth.

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Sponsors and Resources

Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial just for Jason’s listeners!

The Key of Partnership Longevity: Respect, Trust, and Value Alignment

Despite their different styles and personalities, Robert and his partner work very well together thanks to a shared set of values and mutual respect. For Robert, their differences mean they can be great in the sum of their parts, which has been proved time and time again over twenty years together.

Business partnerships really are like marriages and their success often hinges on respect and trust between the individuals involved. Without respect, there’s no trust, and without trust there’s no way to make it work. In their case, Robert and his partner have a fundamental desire to maintain that respect, which keeps them from overstepping boundaries and helps make decisions that align with their shared values.

In their partnership, all major decisions are taken together and they would never make a key hire or approve any major move without the other’s knowledge. This allows them to communicate honestly and have each other’s back if those decisions don’t go as planned. When there is respect in a partnership, there is a willingness to listen, compromise, and work together towards common goals.

Navigating Declines in the Industry and Pivoting to Profitability

With two decades of experience in the industry, Robert and his partner have weathered their fair share of setbacks and missteps. One of the biggest examples of this happened around their third year in business. They hadn’t quite broken through and did not have authority in the industry. Desperate for business, they eagerly pursued any opportunity that came their way.

Their initial foray into Google Ads led to a promising prospect in the form of a newspaper, which seemed like a solid bet at the time. Being good at what they did, they succeeded where others failed. However, the newspaper industry's rapid decline soon rendered their services obsolete, forcing them to reevaluate this niche.

After refocusing their efforts and downsizing the business by approximately 20%, they successfully navigated through challenging times. Seeking new avenues to leverage their skills, Robert recognized the potential in serving markets that prioritized quality over price, leading them to collaborate with creative teams. Many agencies and brands have creative teams but lack the resources or desire to manage production in-house due to fluctuating demands or limited creative capabilities. This became their main target and the right formula for his agency’s growth.

Why Focusing on Revenue is a MISTAKE

Looking back, Robert realizes that before pivoting, he and his team were overly focused on chasing profits rather than prioritizing revenue, which turned out to be a regrettable mistake. As the agency expanded, it became tempting to chase top-line dollar and assume that the costs would take care of themselves. However, focusing on profit means prioritizing the bottom line and ensuring that the business is financially stable and sustainable, making strategic decisions to maximize profitability and minimize costs.

One key lesson Robert shares is the importance of forecasting and planning for growth. By closely monitoring predicted revenue and aligning all departments within the company, including finance, operations, HR, and technology, his agency anticipated their needs and made informed decisions about hiring and resource allocation. This approach ensured that when a client required 20 or 30 people, finance was aware of the impact and costs, and HR was prepared to start recruitment.

Having a system in place ensures that new business won’t overwhelm the agency and prepares the business for growth without being caught off guard by sudden changes in demand. Robert also learned the importance of embracing CRM tools. Many agencies underutilize their CRM systems, missing out on valuable insights and growth opportunities. Rather than treating it as a glorified rolodex, investing time and effort into configuring and optimizing your CRM system can fully leverage its capabilities.

Pro tip: After many years of mocking the idea of having a business coach, now Robert says he wouldn’t do without one and it’s a move he highly recommends to all agency owners.

Setting Manageable Agency Growth by Balancing Client Acquisition and Retention 

In recent years, his agency’s efforts to build a more sustainable operation have led them to focus on a more customer-led approach to service delivery, instead of an operations-led approach, which supports their growth mission.

Looking ahead, Robert believes a 20% to 30% growth rate allows them to grow successfully and sustainably while maintaining their EBITDA and continue providing a great service for clients.

If you have a similar goal, remember it's crucial to consider churn when setting growth targets. Despite the agency's success in retaining most clients over the past four years, Robert acknowledges the impact of churn. For instance, if the agency plans to add $1 million but loses $200K due to churn, plan for $1.2 million growth instead.

Furthermore, it's essential to allocate a budget not only to acquiring new business but also to nurturing existing client relationships. Upon reviewing their client portfolio, Robert recognized the untapped potential for providing additional value. The agency is now actively working on demonstrating to clients how they can further benefit from the relationship to achieve their business objectives.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Is your agency leveraging CRMs to tailor personalized client experiences and nurture long-term client relationships? Are you tracking customer interactions from first message to delivery? In the dynamic world of agency-client interactions, CRM tools play a pivotal role in streamlining operations and enhancing customer experiences. Today’s guest has made customer satisfaction his focus even since his start as a graphic designer and now offers a CRM system designed specifically with agencies in mind. Tune in to learn valuable insights on client management and relationship-building strategies for agencies.

Steve Holm is the CEO of Copper, a CRM company that helps agencies track clients from initial interest to project delivery. He discusses the importance of building better relationships with clients and shares his background as a graphic designer and his experience in digital product development.

In this episode, we’ll discuss:

• How design can translate to customer value.

• Crafting a success path for designers at your agency.

• How to effectively use CRM to navigate customer relationships.

• One CRM designed specifically for agencies.

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Understanding How Design Can Translate to Customer Value

Steve's journey began as a graphic designer, crafting yearbooks for elementary schools using InDesign. He then transitioned to digital design at an agency collaborating with Facebook on feature and product development. Through his network of industry connections, Steve ventured into partnerships with various companies, eventually assuming a leadership role in product management.

His background in design and product management equipped Steve with the skills to create a vision and roadmap for his company based on the impact they aim to have on customers.

Since the beginning, Steve has seen that design can directly impact customer satisfaction and, as a result, business success. To him, the most important thing to keep in mind as you design is “what is the value this is giving to customers and how can I make a connection between my design and the value they’re receiving?” Making this connection leads to increased revenue or reduced turnover.

In his view, this approach translated well into the role of CEO, as he understood the significance of prioritizing customers, designing with the end consumer in mind, and working backward to the technology, rather than starting with the technology and trying to sell it. It’s a philosophy very similar to that of Steve Jobs, who believed in designing products that cater to the needs and desires of customers.

Establishing a Clear Path to Success for Designers at Your Agency

As a designer who eventually transitioned to management roles, Steve knows that trajectory depends on the person. Throughout his professional journey, he has strived to elevate the role of design within strategic discussions to provide more avenues for designers to find fulfillment.

Establishing a clear career path for designers, encompassing both technical expertise and management responsibilities, is crucial for retaining top talent. However, not all designers aspire to or are suited for managerial positions; some excel as creatives and prefer to stay in that role. The problem is that in certain organizations managerial roles are perceived as the sole route for designers to have a significant impact on the broader vision.

At his organization, Steve focused on granting design a strategic role in project development. Addressing the issue of impact makes it easier to understand a designer's motivations for role transitions, their objectives, and how to support their success.

When designers only see themselves getting ahead by moving into manager roles, Steve perceives it as a flaw in company operations. Designers should have more participation in strategic decisions. By exposing them to the right conversations and strategies, agencies can leverage their expertise to drive innovation and create customer-centric solutions.

Navigating Your Agency’s Customer Relationships with CRM

Customer relationship management (CRM) is a crucial aspect of any business and, as such, agencies should provide world-class relationship building across every touchpoint in the customer journey. It’s the way to engage prospects and close more deals, as well as, retain existing clients to grow those accounts.

With ten years of experience in CRM and looking at it from end to end Steve believes it’s important to provide the utmost quality at every step of the process. How are you engaging with customers from the moment they reach out? How are you interacting? Are you making sure to get feedback on what went well and what can be improved post-interaction? The right answers to these questions will help you remarket and grow your business from existing clients.

For Steve, a key practice in this process is to have a CRM that tracks all these interactions, documents, and tasks for the post-sales, and project delivery stages all in one place, as well as trying to automate as much as you can. Automating relationship building at scale will allow you to improve overall efficiency across the customer journey.

Two Key Aspects to Get Better Results from Your CRM System

The main problem with CRM is data integrity because it is only as good as the data you put into it. Do you have the right data in the system? Without accurate and up-to-date data, the CRM system becomes ineffective and may lead to missed opportunities or miscommunication with clients. In this sense, Steve recommends automating data entry and integration with other tools such as email and calendar platforms to ensure your CRM system remains reliable and useful for managing customer relationships.

Another key aspect of using CRM effectively is customization. Different businesses have unique workflows and processes, so it is essential to have a CRM system that can be easily customized to fit specific needs. This includes setting up multiple pipelines for different types of customers or projects, and being able to adjust and tweak the system as needed to align with changing business requirements.

The CRM Designed Specifically for Agencies

Copper CRM, Steve’s business, recently reset their focus to relationship-intensive businesses, such as agencies, consulting firms, and financial services, which rely heavily on building and maintaining strong relationships with their clients, rather than focusing on high-volume leads and deals.

Copper serves as both a CRM and project management system, which sets it apart from similar businesses. This integration allows clients to seamlessly track the entire client relationship, from pre-sales to post-sales, in one tool.

With Copper, agencies can focus on growing their business knowing their CRM is set up for success.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

How do you prioritize between family time and business responsibilities as an entrepreneur and parent? How is that balancing act working out for you? Being an agency owners and a parent can be a bit of a mess and there’s no magic formula to balancing parenthood and being an agency CEO. For some parents, this means a lot of guilt about not spending enough quality time with their kids or not being 100% focused during family hours. Today’s guest started her entrepreneurship journey while eight months pregnant and has been constantly learning ever since. She’ll share some of the boundaries she’s learned to uphold to protect her family and rest time. She also explains why hiring was a daunting but key step towards improving both her personal and business life.

Audra Brehm is the owner of Brehm Media, a social media marketing agency focused on the beauty and fashion industry. She’s been on the podcast before talking about raising agency prices and why it does not scare away the right clients.

As a business owner and a mother, Audra discusses the challenges of balancing life and work, going back to starting her agency while eight months pregnant and learning to embrace imperfection. Tune in to hear insights on making it work and finding success in business while navigating the demands of family life.

In this episode, we’ll discuss:

• The boundaries need to balance motherhood and being an agency CEO.

• Embracing imperfection to find work/life balance.

• how hiring the right team will set you free.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

The Balancing Act of Being a Mom and an Agency CEO

Balancing work and family is a common struggle for many individuals, especially for moms running their businesses. Audra jumped into the adventure of being a business owner while still eight months pregnant with her second child.

It was not exactly her plan. Freshly moving to Colorado and interviewing for jobs, she was presented with the choice to either relocate to Florida for work or start her own consulting firm with that brand as her first client. Being a self-declared bad employee, the possibility of becoming a business owner appealed to her even while eight months pregnant and she jumped at the opportunity.

Although excited about launching her business post-baby, managing both her business and family proved to be a challenging task. Many working moms grapple with the fear of neglecting their families while pursuing their professional goals. The initial years were particularly demanding for Audra as her business demanded a significant amount of her time. Over time, she learned to prioritize her time commitments alongside her financial objectives. Failing to uphold self-imposed time boundaries can lead to feeling torn between family and business responsibilities. Now she has non-negotiable boundaries such as being present during weekends or after a certain hour.

Does this mean she advises postponing starting a family until after establishing your agency? No. There’ll never be a perfect time to have kids, just like there’s never a perfect time to start a business. Audra’s advice is to stop pushing things off and just treat both with care. If you aspire to have a family and run an agency, you will find a way to strike a balance. It's a challenging juggling act that requires diving in and taking action rather than waiting for the ideal moment.

Finding Work/Life Balance Through Delegation and Goal Setting

Like Audra, many agency owners experience the guilt and stress that often come with trying to juggle both family and business. She’s found the way to be present in both aspects of life is to set clear boundaries. She has also learned to delegate tasks, set goals, and communicate with her children about the demands of her work. This open communication has allowed her to involve her children in her business and help them understand the importance of her work.

Similarly, Audra prioritizes quality time with her husband, who also serves as her COO. They have intentionally set aside dedicated hours each week to simply enjoy each other's company without discussing work or family matters. This practice helps them nurture their relationship beyond their roles as parents and business partners, preventing burnout from an exclusive focus on work.

Of course, accepting imperfection will also be key to finding peace as you try to balance both worlds. Audra believes even the smartest and most successful people have figured it all out yet. It’s a real struggle to maintain a good family life, be an engaged significant other, and have a successful business all at the same time.

“It’s a grind all the time and it’s okay to acknowledge that,” she says.

As a mom and a business owner, Audra knows giving herself grace and recognizing that it is okay to make mistakes or fall short is not only ok, it’s essential.

Hiring, Firing, and Finding the Right Employees to Set You Free

One of the key lessons Audra strives to impart to her kids is that you don't have to wait until retirement to start living life to the fullest. It's possible to build a thriving business while raising a family - the key is learning to find joy in the journey, through both the highs and inevitable lows.

Will there be challenging days where you feel stretched thin as a manager and parent? Absolutely. But there will also be triumphs when everything clicks into place. The path is about embracing the ebb and flow.

For Audra, one of the biggest game-changers in her work-life integration has been making the right hires, even if it represents an initial financial strain. Once intimidated by the prospect of expanding her team, she can attest that leaping to bring on supportive talent was one of the best decisions for her agency's growth and her own sanity.

With around 15 employees now, Audra can step away trusting her team will handle everything. "Are we the biggest agency? No. But I can walk away and come back without anything going up in flames," she remarks.

Of course, building a solid team is an ever-evolving process. It requires having the humility to learn from hiring missteps, the courage to make staffing adjustments when someone isn't the right fit, and the wisdom to provide learning opportunities that unlock each person's potential. By staying open-minded, nimble, and committed to continuous improvement, agency leaders can assemble a talented crew that propels the business forward while enabling a sustainable work-life balance.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Gary Vaynerchuk and Steve Jobs both became the face of their brand, but could this marketing strategy cost you when it’s time to sell your agency?  How can you avoid becoming the brand to build a ‘sellable’ agency? Today’s guest is an entrepreneur who has successfully started and sold four businesses. He discusses the value of personal brands in relation to company success and delves into the challenges faced by service companies in building assets compared to tech or SaaS startups. Tune in to learn about common mistakes made by agency owners when considering selling their businesses and the pitfalls of an obsession with scale.

John Warrillow is the founder and CEO of The Value Builder System, a sales and marketing software for business advisors to find, win and keep their best clients. In addition to having started and exited four companies, John is the best-selling author, Built to Sell: Creating a Business That Can Thrive Without You.

In this episode, we discuss:

• How to add value to your agency.

• Build a ‘sellable’ agency.

• Equity rolls vs. earn-outs.

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Sponsors and Resources

Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies to get a free trial just for Jason’s listeners!

How Businesses Fall into the Revenue Pitfall

Agency owners and service-based businesses often fall into the trap of overvaluing their companies when considering selling them. This common mistake is rooted in their relentless pursuit of growth and expansion. As a public, we tend to idolize big companies as opposed to good companies. This can turn into an obsession that leads agency owners to focus solely on increasing revenue, rather than building systems and processes that can make the business less dependent on the owners and founders.

This fixation on growth typically results in rainmakers focusing predominantly on their sales expertise, which, while driving business growth, also increases dependence on the founders. Paradoxically, this dependence diminishes the overall value of the business. For John, the obsession with growth does agencies a great disservice by creating a culture of focusing solely on revenue.

Consequently, businesses become so intertwined with the owner's presence that they essentially create a job for themselves rather than an asset that can thrive independently. This realization can be a bitter pill to swallow for many agency owners, especially when they recognize that their ego often drives these attitudes. By subscribing to the notion portrayed in "Mad Men" that their primary role is that of the charismatic pitchperson, they inadvertently create successful jobs rather than valuable assets.

An Easy Method to Add Value to Your Agency

So how can you avoid the revenue pitfall? John recommends agency owners take their CEO hat off from time to time and replace it with that of the parent of the business. In this sense, rather than micromanaging employees to hit revenue goals, empower them to take ownership of their work. They will feel greater pride and engagement, enabling the agency to thrive with or without you.

By prioritizing long-term sustainability you can increase your agency’s value and make it more attractive to potential buyers. It's not just about winning big clients or receiving accolades, but about creating a valuable asset that can stand the test of time.

John also introduces the concept of assessing agency services according to how "teachable, valuable, repeatable" (TVR) they are to make strategic business decisions based on this. The TVR framework encourages agency owners to assess each service based on how teachable it is to their team, how valuable it is in terms of differentiation from competitors, and how repeatable it is in terms of recurring revenue.

According to John, aency owners should focus on services that score high on all three criteria, as these are the services that will ultimately lead to a more sustainable and scalable business. This is not necessarily easy. Getting rid of some low-scoring services may mean walking away from 90% of your revenue. If this is your case, you can jettison the lowest-scoring services at least once a year.

Striking the Right Balance as an Agency CEO

Building a business that can run without you and that you can eventually sell will also require you to make the transition from agency owner to CEO. This means assuming different roles like setting the vision for the agency, being the face of the organization, understanding the financials, and coaching and mentoring the leadership team.

Personally, John disagrees with Peter Drucker’s notion that the two key functions that a CEO should focus on are product development and sales/marketing. In the context of an agency, the CEO should prioritize activities that drive revenue and attract new clients. “If you’re doing those two functions, your business is worthless without you” he argues.

CEOs who are too public-facing and personally branded may undermine the value of their agency when it comes time to sell. This is because potential buyers may view a highly visible CEO as a risk factor, leading to a larger portion of the deal being tied to an earn-out agreement. Therefore, CEOS need to strike a balance between being the face of the organization and focusing on the core functions of sales and marketing.

How to Avoid Becoming the Brand: Tips for Becoming a “Sellable” Agency

Would VaynerMedia continue to thrive without Gary Vaynerchuk? Just like Apple continued to grow without Steve Jobs, the most important element of that business is Gary’s framework and methodology. What people like Steve and Gary did very well in each case is that the brand supersedes the individual.

In Gary’s case, many people might not realize who he is as a creator or tie VaynerMedia to him. In any case, building a powerful brand that can grow even in your absence is all about branding processes and not just people. Of course, a strong personal brand can be beneficial but it is also essential to establish the processes that drive the business. By doing so, agencies can create value beyond the individual personalities of their founders or leaders.

For agency owners who include their name in the agency name, John suggests branding the processes; for instance, “3 things we do before onboarding a new client”. Codify and brand these processes to create a more valuable and attractive asset for potential buyers. This way, agencies can demonstrate a level of consistency and professionalism that goes beyond any individual's involvement in the business.

By establishing and branding the processes that drive the business, agencies can create value that is sustainable and transferable, ultimately leading to long-term growth and success. It’s something you can do in stages and could take 2 or 3 years complete. It’s an important element of reducing dependency on individual personalities and create a more valuable and attractive asset for potential buyers.

Equity Rolls vs. Earnouts: One of these will cost you MILLIONS

The classic way an agency is sold is you get approached by the buyer who says they’re willing to pay X multiple for it. However, once you take a closer look at that price, it’s really 40% upfront, with the other 60% tied to an elaborate earn-out component where you become an employee of another agency.

Alternatively, John highlights how private equity companies are increasingly doing "roll-ups" to consolidate agencies, especially in ad tech and tech-enabled services. In an equity roll deal, the seller gets some cash upfront but rolls the remaining amount into an equity stake in the entity owning the agency. This provides pros and cons compared to an earn-out model and gives owners more control over the transition.

Equity rolls like majority recapitalizations allow owners to sell just a portion of their shares to receive some liquidity. This payout offers financial stability to pay off debts or invest elsewhere while still having skin in the game to take risks growing the agency. However, selling a majority stake means giving up decision-making control. Owners must be comfortable with a new role and adapt to having outside stakeholders that may bring conflicting interests, especially regarding earn-outs or integrating services across divisions.

For its part, an earn-out means you’ll lose control of the agency, so be aware of the potential pitfalls of this structure. Instead, Jason suggests a different approach where the seller prioritizes receiving cash upfront and maintains control over the company until the earn-out or period of time is completed. This gives the seller more agency in the sale process and reduces the risk of losing control over their business.

All in all, as a seller, be aware of what the acquirer is trying to do, their motivations, and how that aligns with what you want to determine whether or not an earn-out makes sense for you.

Prepare Yourself Against the Potential Pitfalls of Acquisitions

There are potential pitfalls in agency acquisitions and it’s important to be cautious when considering selling or merging with another agency. Typically, as a seller, you have to be aware of the fact that you’re becoming a minority shareholder and giving up entrepreneurship for a job. Just be vigilant and protect your interests.

Do your due diligence when considering an acquisition and thoroughly evaluate the potential buyer and ensure that the terms of the deal are fair and beneficial to the agency. Furthermore, be wary of offers that may seem enticing on the surface but could ultimately result in a loss of control or value for the agency.

The most important way you can protect yourself is to understand the true value of your agency before entering into any acquisition agreements. Don’t allow yourself to be swayed by promises of high valuations or potential growth opportunities without thoroughly evaluating the risks and potential drawbacks of the deal and ensure that all parties involved in the acquisition are aligned in terms of goals, vision, and values to avoid potential conflicts down the line.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you have enough of an appetite for risk to trigger exponential agency growth? Have you considered strategic partnerships as a growth strategy? Today’s guest changed the music scene for entrepreneurship and managed to grow his agency from $2 million to $16 million in just two years. How’d he do it? After getting past common initial struggles like developing sales and hiring the right people, he focused on strategic partnerships and found the right formula to scale his marketing agency. Tune in to learn from his incredible growth story and strategic approach to agency success.

Alex Rossman is the owner of Rossman Media, a socially led digital marketing agency that serves brands of all sizes to help them grow online, with a particular focus on social media. Rossman’s award-winning team is positioned for global expansion. He discusses the importance of having an appetite for risk and thinking long-term about company growth.

In this episode, we’ll discuss:

• Learning when to hire employees.

• 8Xing a digital marketing agency.

• How to minimize the risks in an agency acquisition.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

When to Hire Employees For Your Agency

Alex started out as a musician and was actually signed by a record label and touring at some point, all while maintaining a corporate job. However, the corporate job was draining and the music gigs weren’t profitable so he needed another way to balance his creative side while using his experience with sales and marketing. This led to his start in the agency world back in 2017.

Over seven years of steering his agency, Alex pinpoints hiring as his biggest challenge. Though his hands-on experience gave him insight into each role's requirements, finding candidates who could confidently take the reins proved difficult. Like many founders, Alex struggled to prioritize - should he start by beefing up sales or operations?

Eager to scale rapidly, Alex also fell into the common trap of over-hiring. Buoyed by high growth, he staffed up quickly rather than strategically. Soon he was building the plane while flying it, scrambling to course-correct profitability and organization.

To surmount hiring hurdles, agency owners need self-awareness around strengths, weaknesses, and business stage. Rather than focusing on rapid growth alone, smart hiring means filling gaps with experts who complement the existing team. This prevents overstretching capabilities and sets an achievable path for sustainable scaling.

Looking back, Alex wishes he balanced ambition with patience. Hiring is never easy, but by aligning roles and capabilities to the agency's most pressing needs, founders can build a thriving team equipped for the long-haul.

Centering the Utilization Rate to Increase Agency Success

Having learned from over-hiring missteps, Alex now centers his growth strategy on utilization rate and team optimization - two pivotal aspects for agency success. By closely tracking utilization, he ensures his team effectively spends time on client work, driving productivity and profitability. Now, Alex and the team rate incoming leads as high, medium, and low, which plays into how they decide to hire based on the amount of work they’ll have in the coming months.

Focusing on high-impact tasks and leveraging each team member's strengths, or "superpower," will also help you ensure you’re optimizing team performance and maximizing productivity. This approach not only benefits the agency but also serves the individual team members by allowing them to excel in their roles and contribute to the company's success.

Moreover, with an adaptable mindset, Alex continuously reevaluates team efficiency as the agency evolves. Assessing performance, identifying improvement areas, and adjusting roles over time is key. This may involve revisiting responsibilities, offering training, or reallocating resources to tap the highest potential impact.

8Xing HisAgency in Just Two Years

The driving force behind the remarkable growth of his agency lies in strategic acquisitions. As the agency owner, Alex has diligently focused on enhancing services for clients and nurturing relationships with both clients and employees. Additionally, he dons his investor hat to assess the industry's current fragmented landscape. Recognizing an opportunity, Alex leveraged mergers and acquisitions to bring on board companies that not only aligned with the agency's culture but also addressed operational gaps.

In 2022, their pivotal acquisition involved the purchase of a complementary social media agency, a move that facilitated horizontal integration and bolstered the management team with fresh talent and clientele. Buoyed by this success, they have subsequently completed three more acquisitions, significantly fueling their expansion.

The Required Mindset Shift for Explosive Growth

In the competitive agency world, organic growth hovers around 10% and, for Alex, thriving in this environment requires embracing a new mindset that welcomes calculated risks. For this, agency owners must step back from day-to-day operations and chart a course for where they envision their company in the next five years. This long-term perspective is essential for pinpointing growth opportunities and forging strategic partnerships that can propel the agency to new heights.

In light of this, Alex initiated discussions with agencies he had built strong relationships with over the years, exploring potential mergers. His approach was all about identifying the right agencies to acquire that align with his goals and values.

Successful mergers and acquisitions can yield numerous benefits, such as bolstering the management team, expanding the customer base, and venturing into new industries.

Of course, strategic acquisitions will also require agencies to assess the potential risks. “Do not think that you’re just buying a company to multiply your company by two or three,” Alex advises. Factor in potential setbacks like employee and client retention issues to better prepare for the challenges that may come with integrating a new agency into their existing operations.

Trying the Acquisition Growth Strategy? Minimize the Risks

For agency owners considering the acquisition growth strategy, Alex suggests starting small to minimize risk with the initial deal. In his experience, they began by acquiring a small lifestyle business with strong client retention and a vision that aligned with their agency's goals. Subsequently, they progressed to larger acquisitions with the second and third deals.

By effectively integrating and expanding these smaller acquisitions, the agency can confidently pursue larger opportunities. For funding, Alex eventually explored debt financing to support growth beyond what the agency's profits could sustain. This allowed them to secure the necessary capital for larger acquisitions and expedite growth. However, it's important to exercise caution when taking on debt and avoid personal guarantees to mitigate financial risks.

Agency Integration: How to Succeed after Mergers and Acquisitions

The hardest part of agency growth through acquisitions is not the buying process, but rather the integration and scaling of the acquired agencies. Successful integration requires careful planning, clear communication, and a focus on aligning processes, systems, and cultures. You don’t want to come in and suddenly change everything that made that agency what it was.

Alex advises against quick changes and instead embraces the existing culture, systems, and processes of the acquired agency. Don’t rush into making changes that could disrupt the organization. Instead, take the time to assess the strengths and weaknesses of the acquired agency, identify key personnel and clients, and create a timeline for integration that can lead to a smoother and more successful transition.

In this sense, having a dedicated team or individual responsible for integration can also be beneficial. Alex handles some of these tasks and then hands them off to his directors. However, he’s planning to turn this into a dedicated role and have someone focused on identifying synergies, streamlining operations, and ensuring a successful transition for both parties involved. By having someone dedicated to integration, agencies can avoid overloading existing leadership teams and ensure that the process is given the attention and resources it deserves.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would your agency keep running and growing if you had to take a month off tomorrow? Or would it all fall apart? Which systems could you start implementing right now to keep this from happening? Today’s guest went through difficult times last year and his focus wasn’t fully in the business. These struggles proved to be too much for a recent purchase, which he had admittedly rushed; as that acquisition started falling apart and becoming a burden, it started to take a toll on mental health. In the end, he had to sell. Now he thinks carefully about the processes and systems that must be in place in case of an emergency. Tune in to learn how he navigates his agency to allow himself time to focus on the things that are more important than money.

Robert Lee is the owner of Lesix Media, a real estate-focused agency that thrives on doubling clients’ productivity, sales, and marketing through innovative frameworks. Robert discusses his experience buying and transforming an agency that now focuses on helping real estate professionals, commercial roofers, political candidates, and organizations. He shares insights on finding a consistent path to growth and how setting up the right systems will allow you to take care of your mental health.

In this episode, we’ll discuss:

• How to use direct email to leave a lasting impression.

• Avoid regret by trusting your gut.

• More important than money: prioritizing mental health.

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Sponsors and Resources

Copper: Today's episode of the Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or your sales process. Head over to Copper.com/agencies to learn more and get a free trial.

From Young Freelancer to Entrepreneur Needing the Structure of an Agency  

Robert has been working with political candidates and organizations for around fifteen years. Starting as a freelancer who thought he could do it all, his understanding of what an agency was grew with experience. The more he learned, the more he appreciated the structure and organization needed to truly succeed. This wish to become a more formal and organized business was the idea behind his plan of buying into a direct mail agency. It was a natural transition after fifteen years in the business to grow a team and have a business he could grow.

In the end, he didn’t just buy into an agency but outright purchased one. They were one of his vendors around 2017 and it was actually a long process to complete. He already had the political marketing business and had plans to transition that business from just fulfilling mail projects to becoming a full-service agency.

Using Direct Mail to Leave a Lasting Impression

His agency currently focuses on helping political candidates and organizations spread their message. However, up until six months ago they were all about direct mail and were responsible for a lot of junk mail for real estate agents and commercial roofers. For Robert, direct mail may get a lot of hate but it can be impactful in a variety of ways. “You don’t have to use direct mail for everything, but don’t count it out,” he argues.

Personally, he favors sending obnoxiously large pieces because there are a lot ways to make it really creative and get people’s attention. It’s important to think outside the box when it comes to designing and executing direct mail pieces and there’s a lot of space for impactful designs, such as die-cut pieces and pop-up elements that leave a lasting impression.

Avoiding Regret in Your Agency by Trusting Your Gut

Looking back, there are many things Robert would do differently in that process to purchase and transition the agency’s services but the biggest one is to trust his gut. The company he acquired was a mom & pop shop with no sales processes in place. Despite having reservations about this, Robert chose to move forward with the purchase.

Instead of waiting until they created the necessary sales process and revisit the acquisition after a year, he argued against himself and went ahead with the purchase. As a result, he faced challenges and struggles that could have been avoided.

Basically, their sales process revolved entirely around the owners and referrals. There was no lead generation. Under these conditions, it wasn’t really a business so much as a job these owners built for themselves and were now trying to sell.

For his part, Robert had been planning this acquisition for a long time and was nervous he would lose the opportunity if he asked for more time for them to resolve the issues.

It was a valuable lesson in business. With those problems, the agency became more of a burden that needed his constant attention. It was not structured in a way that allowed Robert space to face these challenges and soon became an issue that took over his life.

In the end, he was forced to sell that business and, even though it was the right choice, he recognizes that if he’d listened to himself from the beginning, he could have avoid the headaches. In the quest for growth and success, it is essential to trust your instincts and listen to that inner voice that may be warning you to slow down and reconsider your actions.

More Important Than Money: Prioritizing Mental Health

Robert’s experience can be a great lesson for agency owners thinking about selling their business in the future and who are too involved in sales, marketing, or operations. If you’re too involved in any of these aspects and haven’t created a plan for someone else to take over, then you’ve created a great job but not an asset that you can sell one day.

Personally, Robert believes it’s important for agency owners to have those systems in place to prioritize mental health and rest whenever necessary. Last year he experienced two losses that left him lost and affected his ability to focus on the business. These times of personal crisis really underscore the importance of having a business set up to give you the time to handle a crisis. Without the proper time to grieve, he knows this grief would have eventually bled into his decisions and magnified the agency’s issues.

It was a reminder that running a business is not just about making money and achieving success, but also about taking care of oneself and prioritizing mental and emotional well-being.

Build a Machine, Not a Job: Structuring Your Agency for Sustainability

Reflecting on his experience, Robert realizes he should have invested more time upfront in developing structured processes and aligning his team towards shared goals. Though he had begun implementing some procedural tweaks, more robust and documented systems would have better prepared the agency when crises hit.

Many agency owners assume that building a business will automatically grant them freedom. However, in those critical early years, it often feels more like a noose around your neck. The end goal should be constructing an agency that runs smoothly without you, liberating you to focus on other pursuits.

In Robert's case, while his team was already taking ownership of their responsibilities, he still lacked a clear structure for making pivotal financial decisions. This resulted in undue financial risks, like retaining employees who did not align with the overarching vision. Though difficult, removing these individuals would have saved time and money over retaining them.

All in all, thoroughly systematizing processes and instilling a unified sense of purpose across your team early on is necessary so your agency can persevere in your absence. With a robust infrastructure in place, you’ll be able to focus less on maintaining day-to-day operations, and more on innovating and guiding your agency into the future.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Is the wrong prospecting process bringing you clients who are just not a good fit? Are you feeling trapped in a contract with clients you wouldn’t choose to work with again? Building strong connections with clients based on common ground and understanding can significantly impact the success and fulfillment of partnerships in the agency world. Today’s guest saw her first agency end after all partners lost their passion for the work. The reason? Working with clients who didn’t fit the agency’s personality left them all feeling stuck and overwhelmed. After selling and starting over, she has made the right prospecting process a focus of her new business and is seeing the results. Tune in for insights on starting over the right way after selling an agency that wasn’t working out.

Jodie Ball is an agency owner specializing in search engine optimization helping clients scale and grow. She has a decade of experience in SEO and digital marketing and uses a data-driven, non-siloed approach to capture target demographics at pivotal points during their decision-making process. Jodie shares her journey of building and selling her first agency with partners, along with the challenges and successes she experienced. She now enjoys the freedom to choose her clients and work with people she wants to work with.

In this episode, we’ll discuss:

• How the wrong prospecting can lead to agency frustration.

• Ensuring your vision aligns with your prospects.

• Selling and starting over the right way.

Subscribe

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

When Clients Don't Align: The Path to Agency Frustration

Jodie’s agency journey started when she was an intern helping build websites for musicians and got the amazing opportunity to work in the search engine optimization of an Amazon-owned business. She sort of fell into the role of executing an account for Amazon, a path she would have never imagined for her career. Later on, the people who first contacted her for that project called her when they decided to build an SEO agency and eventually became her business partners.

The Amazon gig helped them gain credibility as they started and grew their agency. Initially, she worked on sales and strategy and had to wear a lot of different hats as she and her partners figured out the agency.

After starting off with a bang with Amazon, Jodie’s agency went on to work with high-end fashion retailers like Skims and Good American. They stayed within the fashion niche to leverage their expertise and reputation in that area and attract clients who valued their industry knowledge and experience.

However, they fell into a pattern of taking on clients that didn't fit their agency's personality and started to feel stuck and overwhelmed. This led to stress and ultimately made the business less enjoyable. Five years in, her partners were now too busy for the agency and it seemed there was not enough meat left on the bone.

Basically, it seemed clients did not have a full understanding of the value the agency was providing. This resulted in unhappy clients and frustration on both ends. Looking back, Jodie sees their reporting was not complete enough to communicate the full extent of their results.

How to Find The Right Prospects: Correcting Past Communication Mistakes

Agencies must establish clear channels of communication with clients from the very beginning and consistently update them on the progress of their projects. By setting expectations and goals upfront, agencies can ensure that clients are aware of the value they are receiving and can better appreciate the results of their work.

There are certainly many things they could have improved which Jodie now implements in her new agency with her current understanding of prospecting that helps eliminate the wrong prospects since the beginning.

A lot of it has to do with educating the client during the onboarding process. Clients may not always be familiar with the intricacies of digital marketing, SEO, or other services offered by agencies, so it is crucial to take the time to explain these concepts in a way that is easy for them to understand.

Jodie finds that many times with clients the business model is a really great fit for the agency but the person they’ll be communicating with is not there yet in terms of understanding or being in the right mindset. This is not necessarily insurmountable and agencies can empower these clients to make informed decisions and better appreciate the work being done on their behalf.

Looking forward, Jodie would like to focus on growing the team, scale the agency to reach the 7-figure mark and retire to live a more relaxed lifestyle.

Selling an Agency and Starting Over the Right Way

As the partners' passion for the agency waned and problematic clients drained the joy from their work, discussions about a potential sale arose. Initially, Jodie resisted - in her early 20s with minimal living expenses, she felt ready to keep battling for their vision. But her partners craved more stability and Jodie admits their backend costs were spiraling out of control.

Then a familiar company came calling, sharing a business partner and needing project management with solid SEO chops. When Jodie's team opened their books to this potential buyer, the numbers spoke volumes - they were tanking fast. So they accepted a decent exit package and walked away.

For Jodie, the transition back to employee life quickly confirmed her entrepreneurial itch. Just selling websites at a corporate gig felt like a downgrade from the autonomy she once had. The realization cemented her future path - that the risks and rewards of building her own venture were worth the fight.

It was a bittersweet closing chapter for that first agency but Jodie emerged with the unshakable tenacity and determination to build something even greater in her next iteration as a founder.

Get Paid More with a Foot-in-the-Door Offer

Revamping her client onboarding has been enlightening for Jodie. She now deeply appreciates the value of an exploratory conversation to truly get to know prospects. In the past, she learned the hard way that seeming like a good fit upfront doesn't guarantee long-term alignment.

These days, Jodie's process kicks off with discovery calls and initial questions, but quickly dives into extensive conversations searching for that essential common ground. It's a critical step to prevent getting trapped in contracts misaligned with her agency's core. For Jodie, there must be a palpable connection - a sense you could comfortably chat with this person as a friend, beyond the business transaction. Without shared fundamental beliefs and values, any working relationship is doomed.

The next step to improve this approach would be to offer a "foot-in-the-door" to collaborate on high-level planning. This offer vets both sides - proving the client's seriousness and fit, while showcasing Jodie's agency value with some initial results. It's a win-win for rapidly progressing viable prospects toward full-scope engagements at well-deserved premium fees. With good results on this end, clients will see the value you bring for their business and be willing to pay a higher ticket to get there.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Do you dream of running a big agency? What’s your target number and how do you think you’d handle the added stress of an increasingly larger team? Today’s guest is the leader of an agency colossus: an over half-billion-dollar behemoth with around 4,000 employees spanning the globe, a scale very few founders could even imagine. He’ll share invaluable insights into engineering colossal expansion, the leadership mindset needed to wrangle this growth, and how his team handles agency valuations in their search to continue the agency’s growth. Tune in to this must-listen episode if you're looking for inspiration and practical advice on taking your agency to the next level.

Dimi Albers is the global CEO of DEPT, an agency that has seen phenomenal growth over the past eight years. He shares the pivotal moment back in 2014 when the partners at Dept decided to shift their focus from being a Netherlands-centric design and tech agency to becoming a global player that covers the full digital customer journey and the strategy behind acquiring 33 agencies.

In this episode, we’ll discuss:

• The road to scaling to $500M.

• Lessons from a cultural mismatch.

• Inspiring your leadership team.

• Elements to consider for an agency valuation.

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Convert Masterclass: Do you want the ultimate guide to building a profitable and self-driven sales team? Access our FREE masterclass and learn how much you should be charging to increase profitability, how to train your salespeople to respond to any objections, and more. Just go to AgencyMastery360.com/convert and unlock maximum profits.

Taking a $500M Agency to Global Markets

Back in 2014, Dimi’s agency made the pivotal decision to expand its services and target international clients. They wanted to transform from a design and tech-focused agency into a company that covers the customer’s full digital journey. This strategy was considered relatively unique and presented an opportunity for growth. At the time, the agency had a very good reputation in The Netherlands and was valued at 15 million USD.

To support their ambitious plans, the agency partnered with a Dutch private equity firm. This partnership provided the necessary resources and expertise to accelerate their growth, despite initial reservations about working with a private equity firm.

Even with capital backing, they remained relatively conservative in investments. Dimi focused on establishing profitability for core revenue drivers within a tight 12-18 month timeframe. The agency pursued a two-pronged growth strategy - mergers and acquisitions supplemented by nurturing intrapreneurial talent to drive organic business wins. Organic expansion from existing client relationships delivered a steady 25% annual growth rate, which compounded as M&A activity layered in.

For Dimi, scaling an agency is fundamentally a people business and requires making sound decisions consistently rather than betting on a few big moves. It may sound boring, but he cautions against the idea of explosive growth and highlights the unglamorous but crucial factors like hard work and incremental smart choices.

His agency methodically built its value proposition in the Dutch market first. From this solid foundation, they gradually expanded into Europe, the US, and ultimately APAC - advancing to new geographies only after careful evaluation of their capability strengths and each market's receptiveness. This thoughtful, capability-driven approach to global scaling enabled successful service expansions into new territories.

Trusting Your Gut: Lessons from a Cultural Mismatch

Quite early in their journey, when they were far less experienced, DEPT partnered with an agency that ended up being a cultural mismatch. This was the sole instance Dimi can recall facing such an issue. Being a first for him at that stage, Dimi admits to underestimating how long it would take to recognize and address the disconnect.

Ultimately, even though the merger was a sound financial decision, the misaligned team needed to be merged with a more culturally compatible group to rectify matters. Looking back, he thinks he could have made faster decisions by just trusting his gut. It’s possible to determine with a high level of certainty whether a partnership or hiring decision will work out after speaking with someone for a certain amount of time. In this sense, he’s learned to trust his intuition and instincts in business.

How To Deal With “Difficult” Clients at Your Agency

Dimi's agency evolved from being generalist to niche-focused through strategic mergers and acquisitions. As specialized firms joined, it opened up new service offerings and vertical markets like Amazon advertising expansion across Europe.

Their vision for growth centered on meeting client needs first. Starting with establishing a strong portfolio in the Dutch market, they then expanded across Europe as demand grew. For Dimi, prioritizing client satisfaction and value delivery guides their expansion more than conquering specific regions.

Within the agency, discussions revolve around ensuring both client and employee happiness take center stage before finances. Dimi meets daily with clients for meaningful dialogue on how his team generates value. He also connects with internal teams to gauge engagement, workload balance, and overall well-being.

When challenging client relationships surface, Dimi emphasizes communication to understand root issues, turn situations around through solutions, and either improve dynamics or mutually part ways if necessary.

Balancing Innovation and Strategy in Agency Growth

Scaling an agency requires clarity about some key questions. First of all, WHO; Who do you want to go after? Who do you need to hire to achieve this? Who do you need to become? Additionally, Dimi has also learned to think about the WHAT and HOW, because he’s found there’s a big difference between people who are good at defining the “what we’re going to do”, and the ones who are good at the “how we’re going to do it”. Instead, of looking for the unicorn who is good at both, he recommends looking for the brilliant WHAT people and the brilliant WHO people. Working and collaborating with individuals who complement each other's strengths requires self-awareness and the ability to recognize one's own limitations.

As a visionary who is mostly concerned with the ideas or the WHAT Dimi has run into some challenges when it comes to the structure systems an agency needs once it starts experiencing growth. In the past, he’s been slow to listen to the "how" people, who have a more cautious and strategic approach, which is something he continues to work on.

How to Inspire Your Team to Dream Beyond What is Logical

Although he admits to not being the best manager, Dimi knows his strength lies in inspiring people to think beyond what is logical. And he does it by setting the example. When he and his partner created the plan to expand and scale globally, everyone thought they were crazy. However, once they reached their goals in record time, they proved the sky was the limit.

Their vision not only challenged the team to think bigger but also provided a clear direction for the organization to strive towards.

Inspiring your team is about achieving something unique. It’s not necessarily about numbers and growth, it can also be about craft. Show them the impact they’re having. For instance, if you work with non-profits, show them how their work is helping change the world for the better. Reach beyond their perceived limitations and you’ll be motivating them to keep going.

Additionally, he also highlights the importance of vulnerability and personal connection. As a leader, Dimi openly talks about his mistakes. This vulnerability creates a sense of authenticity and trust within the team. It allows team members to feel comfortable sharing their struggles and mistakes, fostering a culture of learning and growth.

Key Considerations for Successful Acquisitions

Dimi’s agency has been acquiring agencies for some time as part of its expansion plans. For him, there are two main elements for a successful merger: capabilities and geography. Beyond that, they’ll consider:

• Culture: It is the first and most important aspect they’ll consider. Can they see themselves working and growing with their team?

• Quality of their work.

• Quality of their second and third generations: Basically, they look beyond the founders. Do they have a good team around them who are ambitious enough to keep growing and running the business once the founders decide to scale back?

• Numbers: His agency has excellent growth and margins, so any agency that joins them must be at that level so it doesn’t devalue the whole when they join.

8 Elements to Consider When Doing an Agency Valuation

While a general rule of thumb is that an agency making a million in EBITDA could be valued at four times that amount, there several factors that contribute to much higher multiples paid for agencies with exceptional qualities, such as:

1. Growth rate: The faster an agency grows, the more valuable it becomes.

2. Market: The markets that the agency is addressing also play a role in its valuation. Agencies that are targeting larger and more lucrative markets will generally be valued higher than those targeting smaller markets.

3. Team: It’s important to have a talented and capable team. A strong team can contribute to the agency's growth and success, which in turn increases its value.

4. Profitability: The margin percentage, or profitability, influences an agency’s valuation. Higher margins indicate a healthier financial performance and can lead to a higher valuation.

5. Addressable market: Agencies operating in markets with more potential for growth and expansion will generally be valued higher than those in smaller markets.

6. Popular and sought-after capability: Agencies that specialize in a highly in-demand area, such as AI technology consultancy, will be valued higher due to the premium placed on their expertise.

7. Recurring revenue: Agencies that have a significant portion of their revenue coming from retainer contracts are considered more valuable than those relying solely on project-based revenue.

8. Revenue concentration: Diversification of clients and revenue sources is preferred and can contribute to a higher valuation.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you looking for motivation to get your agency off the ground? How has your client acquisition strategy evolved since you started? Have you tried building client communities to foster a competitive spirit that will lead to client wins? Today’s guest is a young entrepreneur who turned to marketing as a teen knowing college just wasn’t for him. He focused on learning and building a solid base and now has 400K/mo SMMA and has purchased another two agencies. He and his partner understand their strengths lie in getting businesses off the ground and recognizing potential for growth in partnerships. However, they’re still figuring out how to scale to eight figures. Tune in to learn from his inspiring journey and his tips for successful mergers and acquisitions.

Matt Shields is the founder of Estate AI, an agency that seeks to shift the paradigm for realtors who rely on referrals by teaching them how to run a business with consistent opportunity flow.  Matt is a young agency owner who has achieved impressive success in a short period. His determination and entrepreneurial spirit led him to purchase his first SMMA course at just 17 years old. Now, with over $425,000 in monthly recurring revenue, Matt shares his unique approach to acquiring agencies and achieving high profit margins.

In this episode, we’ll discuss:

• Matt’s client acquisition strategy.

• The $2,500 ad that got them a $1,000,000 win.

• Building communities for client success.

• Top tips for buying and selling your agency.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

Outgrowing Self-Doubt to Catalyze Agency Success

At age 17, Matt felt school wasn't the right path for him and wanted to try a different entrepreneurial approach. He purchased a $597 marketing course that taught him key skills - sales, outreach, onboarding customers, and Facebook ads. However, as Matt took his first steps into entrepreneurship, the biggest hurdle had nothing to do with practical business tactics.

In that crucial first year, Matt was forced to face deep inner fears - the fear of failure, rejection, and not being good enough. He realized he needed to work extensively on his own psychology and overcome limiting beliefs about his young age and ability to successfully build a business. Confronting these mental roadblocks proved just as important as mastering the outward skills.

Although Matt eventually reached a good place and found success, in his view he never fully overcame self-doubt. Getting too comfortable would mean stagnation, which he wanted to avoid. While he conquered early fears around sales and now thrives in that area, he continues to face the challenge of overcoming fears of leadership and leveling up his mindset.

It's a constant process of self-improvement, because as a business grows, so too must the entrepreneur grow personally. Most recently, Matt has focused on becoming disciplined enough to consistently take action on the hard things, regardless of his passing feelings or mental resistance.

The Evolution of His Agency's Client Acquisition Strategy

Matt scaled his first agency through the strategic use of free trials. To attract initial clients, they leveraged LinkedIn automation, Facebook direct messages, and cold email outreach. This approach worked particularly well when they started emailing gym owners to offer free trial services. They completed around 70 free trials over 6 months - but only for prospects they knew could convert to paying customers. After that 6-month ramp-up period, they were generating $20,000 in recurring monthly revenue.

This early method provided valuable entrepreneurial experience. However, Matt's agency has since evolved its approach to client acquisition. They now rely on paid advertising and use the same systems they sell to run their own growth campaigns. This strategy rocketed them from $10,000 per month to $150,000 within just 3 months, hitting $350,000 in monthly revenue by their first year - all through paid ads.

To fuel this exponential growth, Matt and his partner reinvested all profits into paid media spending and building a robust sales team. They also recognized offering a compelling guarantee in their ads was crucial for conversion. Rather than innovate from scratch, they analyzed competitors' guarantees and modeled their own to be slightly better than existing market offerings. Matt believes that SMMAs don’t need to innovate, just pay attention to what works and do it better.

Their simple but realistic promise - "10 listing appointments in 6 months for realtors" - resonated powerfully with their target audience. This honed, benefit-driven guarantee helped attract a steady stream of new clients. However, Matt cautions that overused or unrealistic guarantees can become saturated and erode trust over time when not thoughtfully implemented.

A $1,000,000 Win from a $2,500 Paid Ad

According to Matt, the agency’s most successful ad was sparked by this philosophy of “paying attention to what works and do it better”. Imagine a fun, catchy music video that racked up millions of views and shares for them. For Matt's agency, that viral sensation was worth a cool $1 million in new business - all off the back of a single $2,500 ad spend!

It was a stroke of brilliance sparked by a clever HVAC ad Matt discovered. He immediately contacted that production company with a request: "Can you take this same awesome concept and adapt it to the real estate niche?"

One week and $2,500 later, the magic arrived - a fresh, industry-tailored spin on the original video that immediately resonated and took off like wildfire.

By keenly observing what's crushing it, repurposing ideas executed extremely well, and layering on innovation for further gains, he unlocked exponential success, which underscores the importance of truly understanding your audience, leveraging existing momentum cleverly, and constantly elevating your approach to stay ahead of the pack

Building Communities for Client Success

Scaling so fast, it’s fair to assume that Matt’s agency had a hard time combating churn. He does admit in the beginning the agency was not securing many deals for their clients. Despite this, clients were still happy and satisfied, a trend he also observed in his first agency acquisition. This did change a bit after the expansion of the sales team, which meant the agency’s founders stepped away from sales. To address this new low, Matt and his partner created a client community modeled after Alex Hormozi’s client mastermind concept. By bringing clients together, providing coaching, and inviting experts, they aimed to foster a competitive environment that motivated them to excel and achieve success.

The implementation of the client community proved to be a game-changer for the agency. The competitive nature of realtors within the community sparked a desire to outperform each other, leading to increased effort, dedication, and ultimately, success.

Furthermore, Matt emphasizes the role of a free Facebook group in building this community. He and his partner purchased an existing Facebook group within their niche, which had 8,000 realtors. This acquisition proved to be a valuable resource, as it provided a platform for interaction, engagement, and the opportunity to showcase their expertise. The free group served as a stepping stone for potential members to become part of the main paid community, as they were already familiar with the agency's values and offerings.

Most recently, Matt has improved by leveraging industry expert coaches. Recognizing his own limitations, he pays experts to advise clients directly. This provides high-quality guidance while ensuring his team gains deep real estate knowledge, significantly improving account management.

Lessons Learned from Early Mistakes in Community Building

In the very beginning, Matt and his team would keep their community members engaged doing eight calls per week to talk about strategy and progress. However, he now sees they were overdoing it. It was one of those early mistakes he now takes as a lesson learned. Rather than only giving people the best, the calls started becoming diluted.

Bumping up the number of calls offered resulted in a decline of their show rate. Clients didn’t have the time to show up for so many calls per week and didn’t know which ones to prioritize. Instead, make sure the quality is solid and you’ll keep people coming back.

Another early mistake he’s learned from was not establishing clear core values from the get go. He now sees the importance of being firm and upfront about the community's values, and giving potential members the option to opt out if they do not align with those values. This approach not only filters out individuals who may not be a good fit for the community but also attracts like-minded individuals who are eager to be part of a group that shares the same values.

The Top Tip for Buying and Selling Your Agency

Matt and his partner have acquired two agencies by leveraging their expertise and reputation and recognizing their limitations. With a respected reputation within a specific group of people and his partner’s coaching company adding to their perceived value, they’ve managed to draw people and sell their vision for the partnership.

For their first acquisition, it was difficult to come up with a valuation since the agency had been around for less than a year. They relied on a multiple of one-time EBITDA, although Matt admits lacked knowledge in the area and trusted his partner to make the decisions. Nowadays he would just bring in a broker to provide a legitimate valuation.

He’s since also learned the importance of legal agreements and the role of lawyers in creating these documents. In their initial partnership, they created their own agreements. However, Matt now recognizes the need to involve a mergers and acquisitions lawyer to ensure that the agreements are legitimate and protect all parties involved.

For the second acquisition, Matt met an agency owner who had a lot of potential but seemed stuck in his growth, making only around 10k a month. That owner wanted Matt to be his coach, but he would only consider getting involved with his agency as a partner. They eventually cut a deal and the partnership began with a revenue-sharing agreement and phantom equity, which eventually evolved into a flat retainer and phantom equity. This partnership proved to be successful, with the agency's revenue increasing significantly under the speaker's guidance.

Pro tip: When it comes to taking phantom stock in a partnership deal, remember that sometimes small business owners change their minds when the business starts to grow and claim less access for you under the guise of it “just being a phantom stock”. To protect yourself, make sure to always get a lawyer. It's going to cost you more in the very beginning, but it will protect you later on.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Does your agency offer web design services? What is your perspective on creating impactful agency web design? What do you think of how most websites are currently utilized? Today’s guest is an expert in website design with a growth-driven approach to agency web design. He’s been working in web design ever since the early days of the internet and believes nowadays many businesses are building low-quality websites focused only on sales. In his opinion, websites should have a strong technical foundation and create a journey that leads to engagement and conversions. Tune in to learn about his passion for creating impactful websites, how he developed a very effective foot-in-the-door, and how he’s embraced podcasting as a way to attract the type of client he wants to work with.

Mark Bevington is the CEO and founder of Ninedot, a website design and development agency that takes underperforming websites and turns them into the best-selling tools for their clients. Mark shares his insights on the limitations of traditional websites and the importance of growth-driven design. With over 23 years of experience, he sees a need for websites to evolve and adapt to changing analytics and customer preferences and allow for easy updates that align with business evolution.

In this episode, we’ll discuss:

• How to provide value in web design.

• WebCare as a foot-in-the-door strategy.

• Using a podcast to create meaningful connections.

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Attract Masterclass: Do you want to know the four secrets to attract your ideal agency clients? Access our FREE masterclass series and learn how to create a magnetic agency, become an authority, and master the art of client attraction. Just go to AgencyMastery360.com/attract and unlock maximum profits.

Three Differentiating Factors that You’ll Find in Any Quality Website

With over twenty years in the industry, Mark has seen a lot as a marketer and agency owner. When he started his agency, the internet wasn’t really a thing, so they focused more on print work and newsletters and eventually moved to digital. However, some things remain unchanged because they’re at the core of a solid business strategy, starting with quality, which has taken a hit with the onset of AI.

In his opinion, since the pandemic and the surge of many new agencies that don’t work with the necessary standards, it’s become common to see crappy work all around. It can be challenging to differentiate quality work from garbage in the context of website design and development. Here are some differentiating factors:

1. A reputable agency or designer takes the time to thoroughly analyze the client's business, target audience, and goals before embarking on the project. They conduct research and gather relevant information to ensure that the website aligns with the client's brand identity and effectively communicates their message.

2. A well-designed website is visually appealing, easy to navigate, and optimized for different devices and browsers. For Mark, UI and UX have become such buzzwords and most people don't understand what that means. It’s not just about getting a client from point A to point B. Behind that should be an understanding of the experience based on the journey you're creating.

3. A website should not be a static entity but rather an evolving platform that adapts to changing market dynamics and user preferences. A quality web agency conducts A/B tests, analyzes user behavior, and makes necessary adjustments to improve conversion rates and achieve business objectives. Garbage work, on the other hand, lacks this growth-driven approach and fails to leverage data to enhance the website's effectiveness.

Affordable Website Support as a Strategy for Long-Term Success

Mark’s web design agency has always provided some degree of web maintenance for its clients. However, as clients continually asked for a more affordable dedicated website support option, the agency developed a new service called WebCare. Through this service, his agency helps clients properly maintain the core functions of their websites by having an expert team keep a watchful eye out for technical issues. As Mark notes, most clients are brilliant at their actual business but lack the technical knowledge needed to run a website themselves and need reliable, judgement-free support to maintain it.

WebCare is all about maintaining a website as a long-term investment. While the aesthetics of a website may become outdated over time, proper maintenance ensures it continues to function effectively.

Additionally, it’s become a very effective foot-in-the-door offer for them. If a client comes to them with an underperforming site, they can offer this affordable option instead of hitting them right off the back with an expensive rebuild and get the relationship going. Being able to show quick wins to clients is a key element in building trust and further extending that relationship.

The Game Changer: Embracing Change Through a Mastermind

As a business owner, Mark acknowledges it can be difficult to allow himself to be vulnerable and open to change. Because of this, his business was at a point profitable but still not at the scale it could have been.

In this sense, becoming a mastermind member has proved to be the game changer for his agency’s growth as well as an emotional roller coaster.

The first 12 months were all about changing everything he thought worked about the business. Despite the initial challenges and doubts, the results of implementing these changes have been impressive in year two. Of course, success does not happen overnight and it requires time and effort to see the desired outcomes, but the mastermind has provided him with the necessary resources and support to implement the changes effectively.

After a year of establishing the right processes and SOPs, Mark now realizes how inefficient they really were with him handling too many tasks outside his expertise area. He needed to find people to handle these tasks. It was an investment – both financial and it terms of time – to get it right, but it’s been definitely worth it. This shift has brought newfound freedom to spend more time on personal interests and taking the time to think, implement, and try new strategies to grow the business.

Creating Meaningful Connections & Reaching the Right Audience with a Podcast

Even though his podcast it’s still in its early stages after launching three months ago, Mark loves podcasting as a way to connect with others, share stories, and create meaningful connections.

It all started as a way to reach more clients in the pet industry, since this is work Mark enjoys so much. A podcast seemed like a good way to get in contact with adoption shelters, animal centers, and independent pet companies.

Although he had initial resistance to the idea of starting a podcast, after discussing it with his colleagues and receiving encouragement, he decided to give it a try. It turned out to be another great benefit of being a mastermind member. The encouragement he received from the team pushed him to get into a world he now enjoys very much, with the experience not only serving as a marketing tool but also as a way to build unique relationships and friendships.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you trying to grow your SMMA but can’t get past the referrals stage? What’s holding you back when it comes to continuing your growth and reaching eight figures? Today’s guest may not have written the book on how to start a SMMA, but he sure read it from cover to cover and then threw all the rules out the window. He is a young agency owner who started out with dreams of outgrowing his post-college job and gaining the sort of independence and success he knew could come from entrepreneurship. He endured long months of looking for his first client and the hardships of trying to stand out before finding the right niche. Tune in to hear about the challenges and advantages of being a young agency owner and his experience and insights in growing a SMMA.

Stevie Johnston is the young entrepreneur behind Digital Ox Zero, a specialized marketing agency that offers turnkey digital marketing solutions, expert appointment-setting services, and business coaching for Chiropractic, Dental, and Integrated Medical Clinics. Stevie niched the niche and doubled down on a bold strategy, allowing him to scale his modest digital agency from operating out of his apartment to a $500K/month recurring industry-leading powerhouse with over 20 employees.

In this episode, we’ll discuss:

• Finding the right formula for SMMA growth.

• Going beyond referrals to build a scalable agency.

• Focusing on creating a steady recruitment pipeline.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

 Unlocking His Marketing Potential & Finding His Drive

Stevie describes himself as a Tai Lopez case study, as it was one of his ads that inspired him to build his own agency. He figured if he managed to get at least ten clients to each pay him $1,000 per month he’d be able to have freedom, travel, and enjoy life as an agency owner.

Having recently graduated, Stevie found himself working his same college job at 23 and feeling stuck. He knew something needed to change and entrepreneurship offered a straightforward solution to his desire for a better life.

Tai Lopez’s ads promised exactly the type of opportunity he needed to do something different. It seemed simple, but of course he soon realized it was actually very hard. However, it was a proven business model so he trusted that getting through the learning curve would land him on the right path. He held strong for seven months waiting for that first and ended his first year with 20K in revenue.

But how did he stay motivated? Even though he had a hard time finding that first client, Stevie felt this was his chance. Going back to working at the juice bar was not an option. He felt he had a lot to offer as a great communicator with good work ethic; he just needed that first client to make it work.

Once he had his first clients, prospecting, learning sales, and working 10-14 hours from his small apartment was nowhere near the pain of going back to a job that only offered financial constraints and lack of freedom.

Initial Turning Points & Finding the Right Formula for SMMA Growth

The big turning point for Stevie was finding the right niche. Although he started out working with chiropractors, which seemed focused enough, it was still hard to stand out in a market with so much competition. When a client asked him to help them advertise their spinal decompression machine, he found a specialty within a specialty that actually needed attention and had lots of demand. Focusing on this niche he not only saw more consistent results, he became a niche leader.

A more specialized focus also helped justify a higher price point, which helped him get to 20K. As the agency continued to grow, however, Stevie realized they had no big differentiator. Anyone can run ads and it seemed like everyone did at that point, which started a big race to the bottom while high turnover rates were impacting his agency’s growth.

It was very frustrating to realize that his clients weren’t getting the results they wanted as they kept complaining the leads were bad. In an attempt to keep a client, Stevie offered to take over sales calls for one month. It was his moment to “get in the trenches” and figure out what was not connecting. That month they 4X the amount of leads turned into appointments. The model did work, they just needed someone at the phone with basic sales skills, energy, and that would follow up with clients.

As momentum built, Stevie first hired a dedicated sales associate and then continued staffing specialists internally, subsidizing expenses by raising prices. It was the differentiator they needed. It required more employees, more expenses, and a lot more headaches, but they were solving a problem no one else was willing to solve. As a result, referrals went through the roof, churn plummeted, and prices continued to climb.

Building Systems to Create a Scalable SMMA

As the agency gained more clients, the demand for their services grew exponentially, largely due to influential clients in the industry spreading the word about the agency's effectiveness.

This rapid growth came with the pressures of going from a small team of two to having ten employees and an office. They needed to set goals, track key performance indicators (KPIs), and develop effective hiring and training processes. The overwhelming nature of these tasks prompted Stevie to seek guidance from Judge Graham, a prominent figure in the agency space who had achieved a significant exit and subsequent sale of his agency.

With this guidance, Stevie began implementing a more structured approach to building his agency. This included focusing on enterprise value, establishing values and meeting rhythms, and honing hiring and management techniques. The goal was to create a scalable agency that could continue to grow and provide value to clients.

Going beyond referrals

Throughout their growth, referrals remained a significant driver of business for the agency. The influential clients who initially spread the word about their services continued to refer new clients, contributing to their ongoing success. However, at 400K high turnover rates became a problem again. With referrals bringing in five to eight clients per month and the agency losing eight clients per month, they found themselves at the same plateau as they did at 50K.

This realization led Stevie to understand the limitations of relying solely on referrals for business growth. Referrals alone were not enough to sustain the agency's growth.

It was time to start focusing efforts on inbound and outbound marketing, starting with paid ads. Additionally, he started building a sales development representative (SDR) team with two people responsible for cold calling potential clients and setting up demos for the agency's account executives. This new channel of outbound sales proved to be successful, as the agency was able to land five clients in one month solely through cold calls.

With the SDR team starting to bring some good results, Stevie’s already thinking about establishing other channels to drive growth. Agencies should aim to have at least two channels in order to break through the million-dollar mark in revenue. Once this milestone is achieved, additional channels can be added to further scale the business. For Stevie, it’s just something you have to do if you’re serious about year-on-year growth.

What Next: Focusing on a Full Recruitment Pipeline

Now close to hitting eight figures, Stevie has been meditating on what it takes to get to the next level. What people say about “what got you here won’t get you to the next level” is ringing very true to him as he reassesses the agency’s core values.

One key aspect he realized could be holding them back is not having a full recruitment pipeline, which is why he is hiring a full-time recruiter. Once you’re around the 20-million mark, it’s time to bring in a dedicated recruiter instead of relying on external recruiters and paying fees. As your agency grows, having a pipeline of talented individuals will be just as important as having a pipeline of clients. This way, agencies can better position themselves for success and overcome challenges associated with rapid growth.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What kind of culture do you promote at your agency? Do you keep track of things employees say are hitting or not hitting the mark about the culture? How has your culture changed since the pandemic? Today’s guest runs a 260-employee agency and has put great care to ensure that work flexibility and employee happiness are a big part of their culture. She believes giving employees reasons to stay at her agency are much more beneficial than the work of having to constantly replace key roles due to high turnout rates. Tune in to learn about the ways she has reintroduced in-person activities while keeping a mostly remote workflow and how she makes sure employees feel heard.

Jane Crisan is the CEO of Rain the Growth Agency, a fully integrated performance-based agency based in Portland, Oregon. Her agency offers agency a unique approach to scaling brands with deep expertise in media, creative, strategy, and analytics. With more than half of their employees working from all over the country, they’ve made a commitment to having a flexible-first workforce as a way to keep employees happy. Tune in to see their journey to small independent business to a multimillion-dollar agency and the struggles to maintain a flexible work culture following the pandemic.

In this episode, we’ll discuss:

• Mapping out the path for employee career progression.

• Building community while respecting work flexibility.

• Making a deliberate effort to create culture.

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Making Sure Employees Feel Heard & Can Express Their Concerns

Like many businesses, Jane’s agency took the pandemic as a chance to open up its doors to talent from all over the country. It was a great opportunity to grow the agency, which started 25 years ago as a small independent agency and now has around 260 employees.

Getting access to talent they probably would’ve never been able to relocate to Portland was a huge advantage and it also meant committing to being a flexible-first agency. Jane puts a lot of effort into maintaining low turnover levels, and although she knows there’s no magic solution to making everyone happy, there are a few things she’s found are very important to creating a sound work environment. For starters, the agency conducts a yearly all-employee survey to gather feedback and identify areas of improvement. This survey has been conducted for the past 10 years and allows the agency to track trends and address any concerns.

The Importance of Mapping Out the Path

Over the years, the number one thing that came across with the annual survey was career progression. To address this, the agency invests time and resources in helping employees see a future within the organization. They employ a talent management assessment system called the "nine box," which assesses an employee's potential for growth and where they currently stand in their career. This system allows them to identify high performers, future leaders, and individuals who may need additional support or training.

The agency is also very committed to quarterly goal setting and tracks whether departments and individuals are setting and achieving their goals. For Jane, no matter the size of the agency, goal setting a priority and holding employees accountable helps creates a culture of continuous improvement and personal development.

Having a clear growth track can help tremendously to keep people motivated. Instead of shifting people's goals every quarter, at Jane’s agency the senior team sits down at the beginning of the year and establish career progression goals for each employee. This long-term approach allows employees to have a clear vision of their growth trajectory and helps them stay focused on their objectives throughout the year.

Additionally, the agency conducts quarterly check-ins to ensure that employees and their managers are on the same page and to make any necessary adjustments. Sometimes employees may find that their initial goal to be managers didn’t turn out to be what they expected and want to change paths. Many individuals excel as individual contributors and may feel miserable when forced into management positions. This is why it’s so important to help employees discern their strengths and interests, guiding them towards the most suitable career paths.

Mastering the Remote Agency Balancing Act

As a mostly distributed agency, Jane confronts an ironic challenge - remotely fostering the connections that sustain a thriving culture. Granting location flexibility wins employee applause yet strains community ties essential for engagement.

Seeking solutions – and since employees themselves expressed missing in-person interactions – Jane orchestrates annual on-site summits converging far-flung teams under one roof. Finally pairing names to faces, coworkers bond face-to-face, forging ties persisting long after their Portland return.

Supplementing yearly reunions, virtual initiatives facilitate camaraderie despite distance. Happy hours, trivia and Slack channels give employees seeking camaraderie space to interact casually. Laughter and levity still permeate daily experience.

While remote work poses undeniable engagement obstacles, for Jane flexibility prevails as a strategic advantage with proper caretaking. Her creative efforts to nurture connection amidst constraints highlight that distributed teams can thrive through unity-focused systems.

With purposeful community-building as a priority, employees feel recognized, valued and bonded through shared experience - the foundation for an agile, resilient agency built to go the distance. Though staying remote requires constant creativity, with the right workplace culture any isolated gaps soon disappear.

Cultivating Connective Tissue Through Deliberate Building

Jane understands a thriving agency relies on thriving teams. And cohesive teams demand deliberate culture cultivation. Hence the urgency of making connection central to company identity - binding individuals to collaborative community. Deliberate culture builds strong teams, so her focus is on creating and maintaining a set of values, behaviors, and practices that align with the company's goals and objectives. When a company takes intentional steps to cultivate a positive and inclusive culture, it lays the foundation for building strong teams.

For Jane, one of the key aspects of deliberate culture is the emphasis on connection and community. She prioritizes regular team meetings, both in-person and virtually, where team members have the opportunity to interact and collaborate. By fostering these connections, team members feel a sense of belonging and are more likely to stay with the company for a longer period.

Over time, the priority placed on genuine human relationships cements loyalty even amidst competing opportunities. When agency priorities align with employee values beyond paychecks, retention risk reduces.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

What fears or limiting beliefs hold agency owners back from pricing their services assertively? What critical ingredients are you missing to confidently quantify value? Today’s guest co-founded a small yet highly profitable creative agency in less than four years by starting out with a clear concept of the value she provides. Charging according to your worth is usually a difficult subject for many agency owners, as it gets to the core of how they value their work. However, establishing your value and pricing it accordingly sits at the heart of every agency's growth potential. Tune in to learn how starting out with a clear idea of your pricing will help you find your ideal audience faster and weed out bad prospects.

Shannon Fitzgerald is the co-founder and CCO of The Hooligans Agency, a boutique agency specializing in video content for small to mid-size agencies, advocacy organization, non-profits, and more. As she puts it, they make culturally dope shit that makes the world a more fair and equitable place. Shannon recalls her road from the media industry to focusing on the political and advocacy space, the challenge of not losing yourself in hustle culture, and much more.

In this episode, we’ll discuss:

• Standing unflinching on price.

• Communicating your values to find the right clients.

• How to build a workflow structure to ensure smooth agency sailing.

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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 e2msolutions.com/smartagency and get 10% off for the first three months of service.

From Success in Entertainment to Becoming an Agent of Change

After starting her media career very young working at the BBC and rising up the ranks at MTV developing binge-worthy series, Shannon decided to change her focus and go beyond primetime profits into the political field.

Following the 2016 election, she became a creative strategist and worked with over 80 congressional and statewide candidates. Eventually, she decided to create her own agency to focus on the non-profit and advocacy space, which was in great need of a new creative and storytelling perspective, and has been working on getting these more traditionally-minded organizations to take creative risks.

Standing Unflinching on Price: Projecting Self-Worth to Clients

For Shannon, quantifying her agency's value started by trusting decades of expertise. With 20 years as an entertainment power player, her creative vision at last found purpose converging politics with media. Intuitively connecting candidates' objectives to audience-captivating messaging, early wins confirmed - this was her niche.

Even while securing that first client, self-doubt barely surfaced. Shannon charged $1,200 for a 30-second ad, cementing her positioning confidence. She knew the right customers would recognize a premium creative's worth and pay for ingenuity.

Ultimately, if you don’t understand your worth, neither will clients. For founders struggling to project certainty, she admits self-valuation reflects inner beliefs. Shannon and her partner started out establishing their worth and trusting the right clients will appreciate their expertise and have been successful in finding an audience. Establishing your worth can be really difficult, but it’s a hurdle all agency owners must face on their path to growth. By boldly embracing self-worth from inception, her agency found its niche and charted the path toward maximum impact.

How to Communicate Value to Find the Right Clients

Once you have a clear understanding of your worth, it is important to effectively communicate this value to your prospects. This involves highlighting your experience, expertise, and the unique solutions you bring to the table. Being clear about your worth will also help you be clear about the type of client you want to work with. For Shannon, this means making sure the values are aligned; is the message they want to put into the world something she wants the agency to spend time on? Are they willing to try new things and trust her agency’s guidance? In this sense, she’ll typically turn in a document with 5 to 6 ideas for the client’s project varying from new and risky to more moderate. The client’s pick will let her know how far they’re willing to go in terms of creative risks. Next, they’ll develop the selected idea to create a campaign.

It is also important to be confident in your pricing and not undersell yourself. Charging prices that accurately reflect your abilities and the impact of your work are essential for attracting clients who appreciate and are willing to pay for your services. Confidence in pricing allows you to establish profitability, work fewer hours, and have the freedom to do what you love.

Structuring Workflows for Smooth Agency Sailing

Shannon's agency survives the chaos of campaign cycles through ruthless workflow efficiency. By maximizing available resources and strictly limiting revision round robin, projects emerge unscathed by decision delays.

Early on, Shannon learned overthinking routinely murdered great ideas. Now her team trusts initial creative sparks, moving decisively to harness that raw momentum. This scrappy, disciplined approach sets firm boundaries around agency bandwidth, eliminating time-draining distractions.

With non-negotiable processes comes responsibility on the client side as well. With cascading deadlines for feedback completion, accountability transfers to customers themselves. Stakeholders must consolidate direction, no drifting directives landing sporadically.

Failing that test risks additional charges - fees enforcing alignment. Weekend emergency edits draw penalties too. These rules, while rarely weaponized, provide productive pressure. Just knowing outputs remain on track guides teams internally to hit targets for which they stand accountable.

In such high-stakes environments, structure keeps all moving briskly towards the finish. By maximizing her crew’s gifts and limiting second-guessing revision requests, Shannon’s agency delivers despite unforgiving timelines. Within carefully defined constraints, creativity thrives.

Finally, although they are starting to move more towards a retainer-based model, Shannon talks about being project-based so far and how it’s helped her small team take on different kinds of projects. For big projects, they’ll call in contractors who’ll work with them for the duration of the project. This has allowed them to stay flexible about the type of projects they take on and not have to build a bigger team before the agency is ready.

Designing Your Agency Around Your Life & Not the Other Way Around

Shannon has been conscious of building the agency around her life. As someone who cannot stand hustle culture and the glorification of being busy, she wanted nothing to do with a life dedicated solely to working. Of course, building a business is no easy feat and requires a lot of work but she gives herself permission to take a break, workout, and take care of her mental health if needed.

Working non-stop will only lead to burnout. What you really need to start building the life you want today is a clear vision of what you want. How does that life look like? What do you need to start doing now to make that happen? How do you need to hire? Shannon refers to the idea of making yourself as obsolete and unnecessary as possible by building a team that can operate without you, ensuring continuity and growth.

Once agency owners free themselves from minor tasks, they can focus on strategy and on leveling up to take their agency to the next level. An agency can only reach its maximum potential based on the current level of its owner. The goal should be to create systems and processes that can sustain the agency's growth even if you’re not directly involved in every aspect of the business.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Are you an agency owner or an entrepreneur who wants to take your business to the next level? Do you want to learn how to grow your revenue, profit, and impact in the world? Have you found yourself chasing only the money and feeling dissatisfied later? Today’s guest grew her agency from zero to seven figures in just two years, while also making a positive impact in the world through her social responsibility initiatives. She has transitioned from being a consultant to being a leader and aligned her business with her personal goals and values, and has used her agency as a platform to create social change and help others.

Natalie Hogg is the founder and CEO of Method Q, a marketing agency that offers a unique combination of services, including traditional marketing, talent placement, and fractional CMO work. Under her leadership, Method Q has achieved remarkable growth, evolving into a seven-figure enterprise within just two years of its inception. She reveals how she started her agency with a vision and a press release and explains how she faced and overcame the challenges of scaling her business.

In this episode, we’ll discuss:

• A press release setting a clear vision.
• Allowing room for solutions to emerge.
• The key to building a scalable business.

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Making the Best Out of an Unexpected Layoff

Natalie's journey into the world of marketing and agency ownership is marked by a blend of strategic foresight and a deep understanding of the digital landscape. Her career began in the bustling world of digital marketing, where she was getting ahead until an unexpected layoff derailed how she’d seen her path thus far.  The idea of starting her own business had been in her mind as something she’d do further down the line. However, this shift made her question “Why not now? Why should I have to wait years until I’m more experienced?”

She found a gap in the market, with many companies laying off their marketing and sales teams and later falling behind in reaching their goals. This is where she comes in to help them figure out who to hire. It all started as consultancy work, but soon evolved into a growing team and officially having her own agency.

One of her signature services is fractional CMO work, where she acts as a part-time chief marketing officer for her clients, providing them with strategic guidance and direction. This service has positioned Method Q as a trailblazer in the marketing world, offering a novel and valuable solution that sets them apart from their competitors.

With every success she tries to give back by taking on non-profit clients and she herself is on the board of StandUp for Kids, helping youth at risk of homelessness.

How a Clear Vision Will Take You All the Way to Success

Natalie’s vision for the agency started with a press release she wrote in 2020 about her future and her retirement. Everything she wrote there became a reality, even faster than she could have expected.

Growing an agency is a very complex endeavor that will have many ups and downs. For her part, Natalie has been able to pull through the hard times and not let fears of failure get to her. In fact, she says she’d never go back now that she’s had her taste of entrepreneurship. Her success is the proof that having a clear idea of where you’re going makes it much easier to take full advantage of the little uptick moments that get you to the next level.

Feedback Over Firefighting: Allowing Room for Solutions to Emerge

With over 20 clients, Natalie has had to accept she’s no longer able to handle all accounts herself and started delegating. It was time to make her team accountable and trust their work.

Giving up control is not easy and it will take hiring people you trust. If you’re finding it too hard to delegate tasks, it may mean you don’t trust your team. Ask yourself why this is the case. Did you have clear standards when it came to hiring or just started hiring when you were desperate for help? For her part, Natalie made many valuable contacts while working in-house and was already aware of the incredible value they would add to her agency.

As a boss, she sees herself as an empowerer and has no issue giving up control; however, she’ll always want to be in the loop to influence decisions rather than make them. Agency owners tend to fall into the trap of wanting to solve all problems and not let their team figure it out. This is a mistake. Instead, hard times can become teaching moments if you allow your team to talk through the possible solutions. In this sense, she knows the importance of having a good team to grow your agency and is doing the work to add the necessary talent to take her agency in the direction of being full service.

The Key to Building a Scalable Business

As the head of a multimillion dollar agency, does she have more freedom? “I did in the beginning,” she says. Now past that initial fun stage, boundaries means making a conscious decision to not put her full self in the business and end up exhausted.

Moreover, once you make the decision to take care of yourself to avoid burnout, who’s going to be there to fill the gap? Finding the right people to fill that gap is crucial for that transition into more freedom. As she continues to take on more, she will have to delegate part of her load. Sure, creating these jobs can end up initially impacting profitability, but it will surely help the business make more money down the line.

Letting go and being very strict about your free time is all about building habits and creating rules for yourself. Just like you schedule your meetings, block some time in your schedule exclusively for your enjoyment. It’ll help you enjoy your business that much more.

Building a business that is scalable means building a business where you’re not doing everything. You’re just doing what you do best and keep learning and evolving to then bring that to the business.

Making a Clear Mission Statement for Yourself

Curiosity and the will to keep learning is the key to any type of success. It also means not letting yourself getting too comfortable with what you know and continue to improve yourself however you can. That was the idea behind Natalie’s original press release, to set herself some goals that would take her out of her comfort zone. Now that she accomplished everything on that press release, she’s due for a new one.

The idea of a press release or any kind of statement where you publicly declare your goals for the next couple of years is a good exercise for all agency owners. It’ll be a clear mission statement regarding the type of business you want to create that can provide direction as to where you’re going and what your next steps should be. If a giant like Amazon does it, it can sure benefit your business.

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

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.