We’ve been talking about AI on this podcast for years — not just as the next shiny tool, but as the biggest shift agencies will face this decade. Yet most agencies still haven’t done more than dabble. Meanwhile, their competitors (or even their clients) are using AI to move faster, make sharper decisions, and drive results that leave everyone else scrambling to catch up. If you’re still on the sidelines, you’re already behind.

Today’s guest is clear about the game-changing role of AI in the agency world. He argues it’s not just about making your shop more efficient — it’s about driving better client results, delivering faster, deeper insights, and adding to your bottom line.

Agencies that fail to embrace AI risk being outpaced by clients who bring it in-house or by competitors already using it to gain an edge. To stay competitive, you have to take a forward-thinking approach that uses AI to scale operations, increase client value, and keep your best people.

Phil Parrish is the co-founder & President of PrograMetrix, a boutique programmatic advertising agency that also crushes it in paid search and paid social. Celebrating their 10-year anniversary this past April, Phil’s team has stayed nimble, focused, and mighty — helping clients dominate their digital paid media while driving real, measurable results. He’ll discuss his vision on AI, how he’s using it as a multiplier, and why that are not already adapting their processes to include this technology, will be exposed.

In this episode, we’ll discuss:

• Navigating pipeline churn anxiety.

• Delivering quick wins with AI.

• Why agencies that don’t adapt will get exposed.

• Focus on the wins, not just the tasks.

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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.

Betting on Yourself (And Getting Clients to Bet on You Too)

Phil didn’t stumble into agency ownership by accident, but he didn’t overcomplicate it either. He built strong client relationships over the years, recognized the moment when he thought, “I can do what this company does — why not do it for myself?” and took the leap. With clients ready to follow, he launched PrograMetrix and started generating revenue quickly, sidestepping much of the risk that keeps many would-be agency owners stuck.

The takeaway? If you’ve built trust and consistently delivered, clients will follow when you launch your own shop. Relationships and results are your best startup capital.

Navigating Uncertainty Without Panic

Every agency owner hits moments of chaos—those “Are we going under?” nightmares that keep you up at 3 AM. So far, Phil’s journey hasn’t quite hit the “we can’t make payroll” panic, but pipeline uncertainty and client churn anxiety were very real, especially during COVID-19.

Ironically, the pandemic ended up being a huge growth driver. As trade shows and in-person events vanished, clients who were spending six figures on live events had to redeploy budgets digitally. PrograMetrix was perfectly positioned to catch that wave.

“You’ve got to have a good business plan, offer strategic value, make smart bets, and stay laser-focused when your back’s against the wall.”

It’s a solid reminder: when chaos hits, the cream rises. The agencies that pivot fast come out stronger.

AI: Beyond Social Posts and Rocket Emojis

Let’s get real: most agencies are looking at AI like it’s a shortcut to crank out social posts and blog content (and yes, that’s part of it). But Phil’s approach is a level above—he’s integrating AI deeply into PrograMetrix’s operations to enhance speed, insights, and performance, not just save a few hours per week.

In his view, agencies that have depended on time as their inventory and work on the basis that the more time they can utilize the more revenue they can drive will struggle unless they modernize operations using AI.

For its part, Phil’s agency is building a proprietary product using a licensed data warehouse, pulling data from all their platforms (The Trade Desk, Meta, Google, TikTok, LinkedIn, etc.), and using AI to run advanced queries and develop unique optimization techniques. The end goal would be to deliver faster, clearer, and more impactful insights that clients can’t get by simply logging into their ad accounts.

The bottom line: If your agency isn’t embedding AI into how you operate and deliver, not just as a tool to “save time,” clients will either bring it in-house or go with an agency that does. The market is moving, and speed and value are non-negotiables if you want to win and retain serious clients.

Delivering Quick Wins and Story-Driven Insights

Mid-market and enterprise clients dropping six to seven figures on ad spend need to feel your authority and your velocity from day one. They need to breathe easier knowing your agency has it handled, and they need to see progress fast, or they’ll be out.

Using AI, Phil’s agency uncovers insights like:

• Path to conversion (impressions and touchpoints before a sale)

• Channel impact across the funnel

• Audience segment insights

• Messaging that drives real ROI

They’re not just sending reports but turning complex data into actionable stories for their clients. If you’re still measuring your agency’s success by how much time you can bill rather than how much impact you can deliver, it’s time to rethink your model before your clients rethink you.

Why Agencies That Don’t Adapt Will Get Exposed

Look, AI isn’t going to wipe out agencies. But it will wipe out agencies that are stuck operating like it’s 2015, coasting on outdated processes, and sending the same recycled reports clients can pull themselves.

AI is like the giant scoreboard in baseball, showing every advanced stat in real-time. Agencies that are half-assing delivery can’t hide anymore. If you’re running bad ads, AI will show your client you suck, and you’ll get fired. (Like the agency I just fired.)

AI won’t kill the agency model, but it will expose agencies not using best-of-breed tools to deliver value faster.

AI as a Multiplier, Not a Threat — and Saves Him $200K

Phil is using AI as a force multiplier to:

• Deliver faster, clearer insights for clients

• Optimize campaigns for even a 2-3% lift that compounds over time

And they’re doing this without having to invest in new talent at the rate they otherwise would have. As Phil says, “if we can skip hiring one or two traders, that’s a $200K swing to the bottom line.” And it’s not because he doesn’t value his team—he’s investing in making his team better. AI helps smart people do better work, get better results, and actually enjoy their jobs.

Clients see more value, your agency scales efficiently, and your team sticks around longer, reducing churn and recruitment costs.

It’s About Buying Wins, Not Just Doing Tasks

If you’ve seen Moneyball, know Billy Beane reinvented baseball by focusing on “getting on base,” not vanity stats. Agencies should think the same way:

• What are your “get on base” moves that drive client results?

• Are you outcome-driven and problem-solving, or are you a task rabbit waiting to be replaced by AI?

When clients have big challenges, do they come to you first, or are you stuck doing low-value production work? If it’s the latter, it’s a sign to reposition your agency now. If you don’t, you’re writing your own exit letter from the industry.

Make AI Use Mandatory, Not Optional

As an agency leader, it’s time to go all-in on integrating AI across all SOPs, not just as an add-on for the leadership team. Why? Because this tech:

• Makes employees more valuable in the marketplace

• Makes them happier by removing annoying, low-leverage tasks

• Keeps your team aligned with your agency’s growth goals

Before they started using AI prompts to understand how to optimize a campaign or improve performance, their campaign managers were conducting huge Excel exports. Now they can focus on strategy. If you’re the only one using AI in your agency, you’re toast. You need to lead, train, and require your team to use these tools to become outcome-focused problem solvers rather than task executors.

Stop Being Fearful. Start Doing

If you’re feeling fear around AI, that’s normal. But you’ll stay scared if you don’t start using it. Phil’s team didn’t wait for a perfect moment; they’re actively building, testing, and refining AI use across their delivery and ops. The agencies that will win over the next 3-5 years aren’t the ones worrying about AI—they’re the ones using it to solve bigger problems faster for their 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.

Is churn currently a problem with your agency clients? Are you aware of the reasons they decide to leave? It may be time to think hard about your onboarding process, client communication, and generally the ways you’re ensuring client satisfaction. The difference often comes down to positioning: are you operating as a trusted advisor or simply completing tasks? Today's special guest knows that agencies that prioritize client satisfaction, embrace accountability, and focus on becoming trusted advisors rather than mere task completers are the ones that create truly loyal clients.

As our Agency Scale Specialist, Darby Copenhaver, has closely observed the growth trajectories of numerous mastermind members and constantly communicates with them in their journeys. In this conversation, he and Jason get into the importance of strong communication and transparent onboarding processes to combat buyer's remorse and build trust.

They also address the strategic use of AI to enhance efficiency and results, stressing that while AI can automate tasks, human connection and understanding clients' evolving needs remain paramount for long-term partnerships.

In this episode, we’ll discuss:

• How to prevent your clients’ buyer's remorse.

• Your onboarding might be the problem.

• Stop ignoring current clients.

• Your secret retention weapon: ongoing discovery.

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Sponsors and Resources

This episode is brought to you by Wix Studio: If you’re leveling up your team and your client experience, your site builder should keep up too. That’s why successful agencies use Wix Studio — built to adapt the way your agency does: AI-powered site mapping, responsive design, flexible workflows, and scalable CMS tools so you spend less on plugins and more on growth. Ready to design faster and smarter? Go to wix.com/studio to get started.

Why Your Clients Might Not Love You (Even if You’re Getting Results)

Ever feel like you’re crushing it for clients, but then they ghost you or churn unexpectedly? There are several reasons why this could be happening and ways to stop it before it kills your momentum.

Here’s the truth: buyers remorse sets in immediately after a client signs. It’s your job to kill that remorse with rock-solid communication and a frictionless onboarding experience. Most agencies think they’re good communicators because they answer emails. But clients want more than tasks checked off. They want to feel seen, understood, and confident they made the right decision. If you’re not proactively communicating wins (and misses), or if you let your PMs control the narrative without your oversight, you’re setting yourself up for churn, no matter how “good” your delivery is.

Your Onboarding Might Be Pushing Clients Away

As Jason knows from recent experiences as a client, most agencies’ onboarding is just an exhausting homework dump on clients who already told you their goals in the sales calls you recorded. Why are you making them repeat themselves, fill out giant forms, or wait for your scattered follow-ups?

Your clients didn’t hire you to do more work. They hired you to get results while saving them time.

• Break your onboarding into clear, easy phases,

• Reset expectations,

• Use the data you already have (like call transcripts and AI sorting) to fill in the blanks yourself.

If you set clear timelines, communication rhythms, and how success will be measured in that first meeting, you’ll position yourself as a trusted advisor, not another vendor barking for “assets” they’ve already shared. This is what makes clients relieved to work with you instead of stressed.

Communication: Simple, But Rarely Done Right

It’s so important for any business to show that you’re trustworthy, and you’ll show that by doing what you say you’ll do, when you say you’ll do it. Too many agencies fail to communicate delays, let tasks slip, and think a monthly dashboard is enough. It’s not.

Dashboards alone mean nothing to most clients. Some need a quick Loom, some need Slack check-ins, others need a simple “Here’s what we did, what’s next, and why it matters.” Customizing your communication style shows your clients you’re paying attention to them, not just copy-pasting your agency SOPs onto their business. This is how you become a trusted advisor, the person they call with challenges (not just tasks). That’s how you become irreplaceable.

So, which measures are you implementing at your agency to ensure - not just assume - that you know your clients are happy, not only with the results presented but also the overall experience?

Want Clients to Stick Around? Be Human

When was the last time you called a client you didn’t personally sell or deliver on, just to check in and say, “Hey, I’m the CEO, here’s my number if you need anything”?

Most agencies never do this, but it’s one of the simplest ways to build relationships that survive budget cuts and economic slowdowns. If clients only see you as a transaction, you’re the first thing to get cut. If they see you as a partner, they’ll fight to keep you.

Want to take it further? Fly out and have dinner with your top clients once a year. Exchange stories, show them you care, and watch how your retention and upsells climb.

Stop Leaving Money on the Table by Ignoring Current Clients

Agencies love to yell, “We need more leads!” But often, your easiest growth is sitting right in front of you. If your clients trust you, they’ll come to you with new problems—many of which you can solve or connect them with someone who can. This positions you as a problem solver, not an order taker.

Instances like this are a great opportunity to be strategic, guide them, and reinforce how much you value the relationship. Results are awesome, but that value is what will take from being transactional to being a value relationship they’ll fight to keep in times of economic uncertainty.

Why Ongoing Discovery Is Your Secret Retention Weapon

If you’re selling to clients you can’t grow with, you’re setting yourself up for frustration. Too many agencies say “yes” to clients who aren’t ready, don’t want help, or can’t commit to scaling. It’s like hiring a personal trainer while refusing to stop eating cake every night. They might pay you, but they won’t get results—and they’ll blame you when they don’t.

And what about after you’ve found the right clients? Darby believes too many agencies forget that discovery isn’t just for the sales process. Every client interaction should be a sort of ongoing discovery. Agencies that retain and grow accounts are constantly in ongoing discovery mode.

As you bring success to clients their needs will evolve, their businesses shift, and what worked four months ago might be irrelevant today. If you’re not in tune with those shifts, your agency becomes stale, and you’ll get replaced.

A challenge for agency owners: How are you staying aware of what’s changing in your clients’ businesses? Are you proactively checking in, asking about priorities, and aligning your services to what’s happening right now? Or are you stuck on autopilot, delivering what they hired you for while missing what they actually need today? Stay curious, stay in discovery, and you’ll stay essential.

Communication Clarity: 411 vs. 911

To prevent the typical disconnect when clients are unsure of who to reach out to and for what, Darby and Jason recommend this simple but powerful tactic brought by Agency Mastery member, Travis. He tells clients exactly who to reach out to for “411” (info & updates) vs. “911” (emergencies). This eliminates confusion, speeds up communication, and prevents small issues from turning into big frustrations.

And when you mess up—and you will—own it fast. Clients don’t want spin or silence. They want the truth — fast. One agency Jason used messed up an ad so badly it was embarrassing, and instead of calling to own it, they hid behind Slack messages. Don’t be that agency. Mistakes happen. What matters is how quickly and humanly you fix them.

Be Human. Clients Crave It.

At the heart of retention and growth is human connection. If your agency relationships feel like sterile transactions, you’re replaceable. Clients want to feel seen and understood. If everything you share sounds like sugarcoated wins while their results lag, they’ll start doubting you.

Long-term, high-value clients come from humanizing your interactions—having real conversations, admitting mistakes, sharing wins, and being upfront about challenges. Clients don’t want perfect robots; they want partners they trust.

Don’t Fear AI - Use It to Win

Do clients want their agencies to use AI? Overwhelmingly, yes. They just don’t what you to use it just to write articles and create crappy images, brands want their agencies using AI to get better results. According to a survey conducted by Audience Audit, 77% of brands are more likely to hire an agency seen as an AI expert, yet only 32% think their current agency is.

This is a massive opportunity. But here’s the key: don’t use AI as a crutch to replace human strategy. Use it to collect, analyze, and interpret data faster so you can bring clients valuable insights and make micro-adjustments that drive real results. Clients want done-for-you solutions that leverage AI under the hood while preserving a human relationship on the front end.

Just remember that clients don’t care about your systems, your dashboards, or your internal processes if they don’t lead to results. They want outcomes with as little friction as possible. AI can help you cut busywork, speed up insights, and refine strategy—but it’s your human understanding and relationship that keeps clients paying, referring, and expanding their contracts.

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 invest in training high-potential employees to grow into leadership roles—or do you prefer to hire seasoned pros from the start? There’s no one-size-fits-all approach to building a great team, but today’s featured guest has a clear philosophy: when it comes to agency growth, he prefers to develop A-players from within. For him, building the bench is just as important as building the business.

Hamlet Azarian is the founder and CEO of Azarian Growth Agency, an agency that works with mid-market venture-backed startups helping them build their go-to-market strategies. He discusses his agency’s "build them up" strategy, focusing on continual learning and curiosity through an academy, webinars, and internships, rather than solely hiring seasoned professionals.

He’ll address the common agency challenge of talent retention, noting that positive experiences can still lead to future referrals and positive word-of-mouth, even if employees eventually move on. It’s an interesting episode where we dive into the importance of human capital and fostering a supportive, value-driven environment for agency success.

In this episode, we’ll discuss:

• Growing talent from scratch.

• Promote those who are ready to shine.

• The secret to employee 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.

From Go-to Fixer to Full Agency

Before he was running his own growth agency, Hamlet was the go-to fixer for venture-backed startups in the trenches of pre-product chaos. VCs brought him in as a high-paid consultant to help fragile startups figure out product validation and go-to-market traction — a risky sandbox where there’s barely a product and hardly any money.

As the companies he touched turned into multi-million-dollar powerhouses, word got around, more VCs lined up, and the Azarian Growth Agency was born. So as he recalls, it wasn’t exactly an accidental start, but considering he was helping startups that could barely write a check, he could not see it turning into a full agency in the beginning.

A Culture of Relentless Learning

One thing Hamlet doesn’t compromise on is curiosity. If you run an agency, you know yesterday’s marketing tactic is today’s LinkedIn meme. So instead of hiring only ‘seasoned experts,’ He invests in creating lifelong learners.

How? He built Azarian Growth Academy, which trains up-and-coming marketers on the exact growth strategies his agency deploys for high-stakes startups. Add to that a monthly Growth Lab webinar, Udemy courses (4,000+ students and counting), and a robust internship pipeline — and you get a team that knows not just what to do, but why it works.

Education is really central for Hamlet so his people don’t just follow checklists — they evolve with the market because they understand the principles behind the tactics.

Growing Talent from Scratch (and Letting Them Fly)

Does it work? Hamlet shares a story that answers that better than any hiring manifesto.

One intern joined as a college senior, left, and rejoined when Hamlet officially hung out his agency shingle. When he saw her application, Hamlet immediately hired her, as she knew her aptitude, passion, and even her weaknesses. Within 6 months, she was running paid ads. By year one, she was pitching clients solo. By year two, she was leading teams and today she’s a senior department head.

The lesson here is drive and curiosity should be backed with training, opportunity, and real trust. The payoff is massive loyalty and in-house expertise that’s molded to your agency’s playbook — not someone else’s.

Promotion by Performance, Not the Calendar

Forget annual reviews and rigid promotion ladders. Hamlet’s approach is simple: Learn fast, deliver results, get rewarded. To him, some people shine faster than others and, as the agency owners, you don’t to limit that potential.

Of course, you want to prepare them for the new role, so he tests emerging talent on internal agency projects before putting them on client accounts.

If they mess up, the agency learns — not the client’s bank account. It’s a safe sandbox for risk-taking and skill-building, with performance as the only true gatekeeper to moving up.

Flexibility: The Secret Sauce to Keeping Good People

How can you keep that talent from jumping ship the second they hit senior level? You don’t always. And Hamlet says that’s perfectly fine.

Even with AI evolving daily, Hamlet’s clear that an agency’s real moat is people — smart, motivated, curious people who feel trusted and supported to do their best work. Tools change. Channels come and go. But the humans who run them? That’s your agency’s real asset.

In his view, the agency’s success is predicated on the owner’s ability to bring in talented people on to the team and provide a great environment that encourages them to stay. And the definition of “great” in this case may vary from individual to individual, but Hamlet finds that more than  perks or a foosball table or free LaCroix, it’s about freedom.

People need room to live their lives — whether that’s hopping on a plane to Italy with the kids, or working flexible hours so family time doesn’t clash with client deadlines.

When people feel understood and trusted, they stay longer. And if they do leave? They become allies, not competitors. Many send referrals back. Some boomerang and return. And nearly all say, “That’s where I learned how to do great work.”

That reputation becomes your best recruiting tool — a self-feeding loop of great people wanting in.

Experience vs. Fresh Eyes: A Never-Ending Balancing Act

There’s a million ways to grow an agency and there are no easy answers when it comes to hiring. Even if you hire the “experienced pro,” they can become rigid and slow to adapt — a death knell for early-stage growth marketing where experimentation rules.

Hamlet’s advice is don’t bet the farm on resumes alone. Bet on mindset. Surround yourself with good people who share the same values. Look for curiosity, a love of learning, and the ability to fail, recover, and share lessons. Skills can be taught. Hunger can’t.

Define what you believe. Hire for it relentlessly. Train for skill, reward growth, and build an environment people don’t want to leave — and if they do, they still sing your praises.

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 are you positioning your services as essential rather than optional, and accurately measuring growth and profitability to sustain long-term success? How are you measuring your agency’s growth and profitability? Today’s featured guests unpack how they scaled their PR shop past the million-dollar mark in under four years — and their journey offers valuable insights that any agency owner can apply immediately. Learn why they prefer growing the agency as partners, as opposed to sticking to being solopreneurs, how they’ve been tracking their growth, and how to over-communicate with clients openly so that choosing you is the easiest decision.

Caitlin Copple and Holly Conti are the co-partners of Full Swing PR, an agency that offers senior-level PR services to help amplify clients’ story or cause and takes pride in creating authentic, lasting relationships with clients. They discuss their unique partnership dynamics, their approach to quarterly planning and KPIs, and their philosophy on "practicing what you preach" in the agency world.

They also emphasize the importance of understanding client needs, demonstrating value, and the shift from focusing merely on publicity to generating tangible client pipelines.

In this episode, we’ll discuss:

• Breaking the visionary and integrator partner mold.

• Making sure to walk the walk in your own business.

• How to make your business a ‘must-have’ 

Subscribe

Apple | Spotify | iHeart Radio

Sponsors and Resources

This episode is brought to you by Wix Studio: If you’re leveling up your team and your client experience, your site builder should keep up too. That’s why successful agencies use Wix Studio — built to adapt the way your agency does: AI-powered site mapping, responsive design, flexible workflows, and scalable CMS tools so you spend less on plugins and more on growth. Ready to design faster and smarter? Go to wix.com/studio to get started.

Breaking the Visionary-Integrator Mold

Caitlin started Full Swing solo, but always kept Holly in mind as the ideal partner for her business after they met working at an agency. It took some time, though, since Holly was first pregnant when Caitlin started the agency and then busy being a mom to a newborn. However, her involvement progressed, first as a moonlighter, then the agency’s first employee, and eventually becoming the co-pilot Caitlin had always envisioned.

Founder duos often get asked about who identifies as the “visionary” or the “integrator.” In their case, Caitlin and Holly both think big and get in the weeds. They take turns in both roles, which makes it complicated, but it works with a dose of brutally clear communication and mutual respect.

Why work like this? It all comes from their beginnings as working moms in the business. As they explain, they initially treated it like a job share tagging each other in and out in the early days so they could both keep the wheels turning — and the babies fed.

Partner Up or Burn Out

Some agency owners do prefer to fly solo, but for the ones stuck doing it all alone — losing sleep over payroll, client churn, or the next contract that might vaporize overnight — Caitlin and Holly are living proof that a solid partner is worth their weight in gold.

Having someone to say “we got this” when a contract gets pulled from underneath you is priceless. Sure, partnerships are basically work marriages (with all the ups and downs). But good ones make the tough days survivable — and the big wins that much sweeter.

Walk Your Talk or Get Called Out

Do you make sure your agency is practicing what you preach? Or are you one of the agencies that just “can’t find the time” to work on their own website or marketing?

Too many agencies hide behind ‘we’re too busy with client work’ while their own site looks like it was built in 1997 by a drunk intern.

In their specific case as a PR agency, Caitlin and Holly practice the tenacity they teach their clients to have. “PR is about tenacity. It’s not enough to do good work. People need to see you doing it.” Just like they tell clients to show up consistently, be visible, and ask for what they want. They make sure to do the same.

Furthermore, putting yourself in your clients’ shoes as small business owners will help you intimately understand the challenges they face and understand the investment they’re making on your agency and how much they’re betting on the results you can bring. For Caitlin, this means taking people “from publicity to pipeline,” because she understands as a small business owner how important it is to have four time the sales you need to meet your annual budget.

In other words, treat your own agency like your most important client — or watch it slowly bleed opportunities.

Quarterly Planning, KPIs, and the Secret Sauce

So much can change in just one year (as we all have seen with the last couple of years). In the six years they’ve been in business, Caitlin and Holly have been through a pandemic, an AI revolution, and the economy doing somersaults. At this point, planning once a year and forgetting about it seems like a rookie move.

They still set annual goals, of course. But quarterly check-ins are essential to running the day-to-day behind their million-dollar PR engine. Their leadership team meets every week to ensure that quarterly plan is still reality-proof.

Revenue is Cool, But Calls Are King

Although they do have a topline revenue goal and a profit margin goals for the agency, their north star isn’t revenue — it’s discovery calls.

After realizing there was much more to building a profitable business than hitting the $1 million mark, Caitlin and Holly have been focusing more on pipeline and conversion rates. They know that if they keep discovery calls flowing, the revenue follows.

Right now, if they book 10 calls with good fits, five become paying clients. That’s a predictable pipeline.

Pro tip: Track leading indicators religiously — site visits, key page hits, opt-ins, booked calls, and conversion rates at each step. If something’s off (like calls dropping off, or deals stalling), they fix that exact leak before it kills the next quarter.

So, if you’re still flying blind, eyeballing topline revenue in your QuickBooks and calling it planning —you’re normal… but you’re leaving money on the table.

How to Make PR (or Any Service) a Must-Have

In this economy, how to get clients to see your work more as a must-have than a “nice-to-have”?

In down markets, budgets get slashed — but essentials don’t. So how do you become an essential? You don’t chase anyone who’s just looking for a PR vanity headline. You focus on clients who want a pipeline, not just press.

If you’re having a hard time to get clients to see you as an essential, you may be talking to the wrong people. Think about your ideal clients. What do they believe? What are their challenges?

If you define your ideal client and start targeting them, you’ll attract people who truly see the value you can bring to their business.

Over-Communicate. Then Double It

Caitlin and Holly share their process openly with prospects. Step by step. No secrets.

Some agencies worry they’re giving away the farm. Newsflash: they’re not. Clients want to trust you know what you’re doing — but they don’t want to do it themselves. Everyone loves steak but no one wants to butcher a cow.

Their transparency means no confusion, no scope drama, and no “you didn’t say that” fights later. It’s all upfront.

And they even turned this transparency into a smart private podcast: “How to Hire a PR Agency” — a brilliant piece of sales enablement they send to prospects to handle all the FAQs before a call. That way, discovery calls stay focused where they should be: the client’s 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.

Ever thought about niching down, then bailed because it sounded too painful? Or maybe you tried, but ditched it when things got awkward? Today’s guest proves why sticking it out is worth the initial pain — not just to find your niche, but to find the perfect business partner too.

Meet Daniel Moscovitch, founder of Flooring Pros Marketing, a digital marketing agency focused on helping established flooring businesses throughout the US & Canada cement their position as the best in their market. He started as a generalist - doing SEO for pretty much anyone with a website and a pulse. However, unsatisfied staying just another “me too” shop competing on price and freebies he doubled down on a single, very specific industry.

If you’re thinking “That sounds brutally hard…” you’re right. And that’s exactly why his story is worth paying attention to.

In this episode, we’ll discuss:

• Moving beyond simple SEO to offer comprehensive solutions.

• How clarity helped him find perfect alignment with his second business partner.

• Leveraging AI for strategic decision-making and process improvement.

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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.

Picking a Hard Niche is One Thing. Surviving It is Another.

Daniel didn’t just decide to niche down overnight. He did what most agency owners do: listened to advice on the matter, got inspired, and then slammed into reality.

The first big obstacle he did not expect was letting go of “easy money” and legacy clients to go all-in on a focused market. He knew it was the right call but dropping old accounts and income streams wasn’t fun.

Next, it was building trust in a market that didn’t trust marketers.

Turns out, flooring companies aren’t like your typical trades. They’re often run more like retail stores than contractors. Multiple locations. Bigger payroll. Savvier buyers. And they’ve been burned by bad marketing agencies before.

So just ranking them on page one of Google was not enough. Daniel learned fast that his new niche didn’t just want leads they wanted the whole system: branding, follow-up, sales process, outreach, repeat business.

In other words: the actual solution not just SEO. Because the real lesson here is about getting under the hood of your client’s real pain points, not just selling your “service of the month.”

Authority is Earned One Small Win at a Time

If you’re wondering why Daniel didn’t quit (although he did consider it many times), it wasn’t because niching was easy.

He stuck with it because he saw the momentum stacking up:

• A podcast appearance got him in front of flooring pros.

• A trade show speaking gig landed him more eyes.

• He sponsored a Facebook group.

• He kept learning exactly what flooring clients actually needed and then built the solutions, piece by piece.

One client turned into two. Then five. Then fifteen.

Today Daniel’s agency is firmly planted as the go-to marketer for flooring pros. He now has the authority, pricing power, and clarity he didn’t have as a generalist.

Key Takeaway: Don’t Quit When it Gets Awkward

Daniel didn’t win because flooring was “easy money.” He won because he stuck with it long enough to know more about flooring marketing than any other agency out there.

Most agency owners quit when it gets awkward - or flip niches too fast.

Bottom line: the best niche isn’t the easiest — it’s the one you hang with long enough to become the undeniable authority.

Clarity First, Everything Else Second

When he started his SEO agency, Daniel was living in Tel Aviv, working at an SEO agency. Since not a lot of people knew about Search Engine Optimization there, it seemed like an opportunity to go on business on his own, which he did alongside another American friend who also wanted to start his own business.

That partnership worked fine for the first couple of years, until it didn’t. After Daniel moved back to the US, the relationship felt like playing Tug-of-War. They lived on different time zones, had competing interests and visions and the best call was for each to continue on their own path. It wasn’t easy. Daniel has spent the last two years picking up the pieces and setting a new vision for his business.

• Who are we?

• Who should we not serve?

• What kind of agency do we actually want to be?

That search for a new stage attracted a new partner — someone who brought the exact pieces Daniel needed, at a moment when he finally had the clarity that’s so hard (and so damn profitable) to get right.

Only after that did he attract a new partner - someone who brought missing business expertise and industry knowledge. That alignment supercharged sales and positioned them to charge more and work with better clients.

AI as an Unexpected Business Therapist

Daniel admits: he’s a strategist, not a “numbers guy.” But instead of hiring an expensive consultant, he leaned heavily on AI tools like ChatGPT to interrogate his processes, nail down his goals, and even fix onboarding gaps that caused early-client headaches.

Great owners use AI not to replace people, but to think better and move faster - especially when you can’t see your own blind spots.

Pro tip: Have AI interview you about your agency goals. It forces clarity you might avoid on your own.

Rebuild Processes Before You Scale

With ChatGPT as a voice he can bounce business ideas off of, Daniel has been working on developing clearer processes. While he used to shy away from these conversations, afraid to uncover huge flaws in the business, he now happily dives into deep strategy work to improve client communication and expectations.

For instance, the first 100 days with a new client can feel like a ghost town and that can spook even the best-fit clients. Daniel’s fix? Using AI and team workshops to tighten internal and external communication, so clients stay engaged while you work. This is crucial for avoiding churn and turning strategy into execution faster.

There’s No One-Size-Fits-All Path

Daniel’s advice for agency owners is to avoid comparing themselves to peers at all cost. Everyone is on their own path and success is better defined individually. Had he followed common advice, he would’ve never gotten into a second partnership, which has really helped the agency’s growth. Furthermore, his growth was slower by choice, but deeper because he focused on getting the right clients and the right team before chasing pure revenue.

As Jason says: “There’s no silver bullet - only silver pieces you combine into your own version of 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 does a print designer become the founder of a thriving strategic web agency? Spoiler: It wasn’t all smooth sailing. But this agency founder figured out how to stop being the bottleneck, leverage systems and AI, and make his agency way more profitable along the way. It all began by creating a digital brain for his agency.

In this episode, Shawn Johnston, owner of Forge and Smith, a Vancouver-based agency shares how he’s been building bespoke WordPress sites for 13+ years. He’ll share his story—and some seriously smart tips for agency owners looking to scale and create more freedom in their agency.

In this episode, you’ll learn:

• Why documenting your processes is key to scaling

• How to use AI to build a “digital brain” for your agency

• How to step out of day-to-day work and empower your team

• Tips for focusing your team on high-value, strategic work

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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 Print Design to Web Agency Owner

Like a lot of us, Shawn didn’t set out to build an agency. He started as a print designer back in 1996, cranking out newspaper ads when CSS came on the scene, sparking heated debate at the office over whether it would change the internet or not.

Shawn got curious, taught himself to code, and started building sites on the side.

What started as a hobby turned into freelancing… and when the 2008 housing collapse hit, he went all in. He hustled hard on Craigslist, building $1,500 WordPress sites and quickly realizing he was making more than his day job.

This gave way to his first lesson in business: Hustle works early on, but you can’t scale without systems.

When He Knew It Was a “Real” Agency

Starting out, Shawn was able to handle all the WordPress development, design, and strategy by himself. By setting up some repeatable pieces, he was able to grow his client list, with some of them coming back for site support. As projects stacked up, however, he hit a wall: He couldn’t sell, deliver, and support all at once.

He decided his first hire would handle client support, so he could free up time for higher-value work. From there, he slowly backed himself out of development… then strategy… then design - replacing himself piece by piece.

Of course, this didn’t automatically erase all the agency’s problems. Initially, it only created a new set challenges. Adding new pieces to the team made their lack of documented processes very clear. For a while, the handoff confusion created meant everything continued to run through Shawn... The real issue was that there was too much knowledge trapped in his head.

Why Documented Processes Are the Key to Scaling

The obvious solution was to start documenting everything from UX components to strategy guides to build quality standards. From that point on, everyone knew who was responsible for what and at what point. The goal wasn’t to limit creativity but to empower the team to make smart decisions without running to Shawn for answers.

For Shawn, a focal point of this shift had to be underlying the agency’s why. Everyone on the team had to be very clear on: Why do we work with clients the way we do? Why are we doing things this way and not that way? Making sure everyone understood the overall goals would inform the decision-making, cultural aspects, and would help the team work cohesively.

Documented systems = freedom for you and clarity for your team. Win-win.

The Next Step: Creating a ‘Digital Brain’ for Your Team

Fast forward to today, and Shawn is using AI to level up even more.

He records and transcribes sales calls, discovery calls, and proposal work—then synthesizes it into a knowledge base his team can actually use. No more “Shawn said this one thing on a call” confusion mid-project. The team can look back at the records and apply direction to move forward without him.

We’ve talked about the next step with AI for agency owners: train an AI assistant on your agency’s entire knowledge base.

That means training it with everything you have in your knowledge bank, including:

• Past client insights

• Brand guidelines

• Design patterns

• Sales conversations

• Internal processes

Apply these practices ASAP so that your team can tap that knowledge instantly — without pinging you for answers. Think of it as your agency’s “digital brain” and the key to your freedom.

Why Low-Code + Prebuilt Systems Are Boosting Profits

One of Shawn’s smartest moves has been leaning hard into reusable systems and low-code tools.

He’s baked strategy into UX components, aligned dev processes with design frameworks, and streamlined builds so 80% of each site is repeatable. That frees the team to focus on the 20% that really matters—the strategic stuff that drives results (and justifies premium pricing).

More profit, faster delivery, better outcomes. Everybody wins.

Ready to Stop Being the Bottleneck in Your Agency?

If you’re tired of everything running through you and want your team making smart decisions without constant handholding. Then it’s time to plug into a community of agency owners who’ve figured this stuff out. Inside the Agency Mastery Mastermind, you’ll learn exactly how to:
-Document and systematize your agency’s IP
-Leverage AI to scale your team’s capabilities
-Increase profit margins with smarter processes
-Step fully into the owner seat—so you can lead, not grind

You don’t have to figure this out alone. Come hang out with the smartest agency owners scaling today.

Have you ever found yourself grinding endlessly, only to pause and think, “Is this really what I signed up for?” Maybe you started your business chasing freedom—only to end up feeling trapped by the very thing you built. It’s a common trap: the belief that working harder and enduring more pressure will eventually earn you the right to enjoy life after a big exit.

But as today’s guest discovered, you don’t need to wait 10 more years to start living. What you really need is a clearer why, a stronger structure, and the right people around you—people who understand your vision and support your growth.

Blake Denman is the president and founder of Rickety Roo, a remote agency specializing in SEO and paid search marketing. He’ll discuss his unconventional path into entrepreneurship, which was influenced by a personal injury, and the importance of designing your business and life around personal values, not just growth for growth’s sake. He also shares his time management strategies, how he uses AI for self-reflection, and his perspective on the mental load of entrepreneurship.

If you're an agency owner still doing everything—from ops to admin to taxes—you’ll relate to his story.

In this episode, we’ll discuss:

• Strategic hires that might results in your identity crisis.

• Designing your life before it designs you.

• Time audits, energy filters & the “$5K task” rule.

• Figuring out what you actually want.

• Do you thrive in chaos? Manufacture some healthy pressure.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

The Moment that Forced Him to Slow Down

Blake didn’t set out to build an agency. Like a lot of agency owners, he fell into it. What started as freelancing to pay the bills while he finished school and pursued a different career path took a hard left turn—literally—when a serious bike accident landed him with a traumatic brain injury.

That moment forced Blake to slow down. Rebuild. Rethink.

And when he got back into client work, he realized something: just because you can do it all doesn’t mean you should.

Like many agency owners, he hit the familiar ceiling of capacity. So he started hiring. First contractors. Then a coach in 2019. That’s when the game really changed.

The Pivot Point: Strategic Hires (and the Identity Crisis That Follows)

When you’ve built your agency from the ground up, letting go isn’t just hard—it can mess with your head.

One of the pivots that really made a difference in Blake’s agency was the strategic hires that required him to let go of some areas of the business. For instance, when he finally handed over operations. “I was like that John Travolta meme—just looking around wondering what to do with myself.”

And that’s the truth no one talks about: letting go of operations isn’t just a tactical decision. It’s emotional. You’ve tied your identity to being the guy who does everything. And suddenly… you're not.

That shift sparked something deeper—what Blake calls “identity paralysis.” Not a crisis, but a freeze. A moment of, “If I’m not the operator, who am I now?”

Spoiler: that question is the start of real CEO-level growth.

Designing Your Life (Before It Designs You)

Most agency owners plan every quarter like a military op: KPIs, OKRs, revenue targets.

But how many plan their life that way?

Blake started mapping his ideal year: the trips, the purchases, the experiences. Then he calculated what income he actually needed to live that life.

We’re mostly led to believe those goals are too far away, but the first time he did this he was just $1,500/month off.

So many agency owners think they need to sell their business to finally live the life they want. But often, you don’t need to sell—you just need to restructure. What if the business could serve your life now instead of being the thing you have to escape?

Time Audits, Energy Filters & the “$5K Task” Rule

Most people say they value their time but let it slip through their fingers, which is why you need a time tracking method that works for you.

After trying a few, Blake got a framework from one of his early coaches. He categorizes his weekly tasks into four buckets: $5, $50, $500, and $5,000/hour value.

If you think your time is worth $5,000 but the time audit shows its mostly spent in the $5 or $50 buckets, congrats—you’ve just diagnosed why your growth is stuck and your energy’s tanked. To his surprise, this is what happened to Blake, who was spending way more time than he thought on the $5 and $50 columns.

You don’t scale by doing more. You scale by doing less of the wrong things.

What Do You Actually Want?

If your agency isn't giving you time, freedom, and joy… what the hell are you building it for?

Blake now runs his agency with zero calls on Mondays. Focus time is blocked. The calendar is color-coded. And most importantly, the business doesn’t need him 60 hours a week to grow. He also has the whole team on Brain.fm, a tool that uses science-backed audio to get you in the zone faster.

Some would call that a lifestyle business, but so what? Lifestyle business can be extremely profitable too. Why not build your business around what you like and don’t like? People who  struggle for 20 years to then sell their agency find that after all their work they have maybe ten years left to do the things they want to do.

Lessons for the Owner-Operator Ready to Evolve

If you’re reading this and feeling that twinge—that mix of burnout and “I want more” clarity—take these cues from Blake:

-Let go of the identity that your agency is you.
-Map your ideal life, then build your business to fund it.
-Hire for elevation, not just delegation.
-Your value isn’t in the tasks you do. It’s in the vision you hold.

From the Hustle Hamster Wheel to the Hedonic Treadmill

You want the 8-figure agency, right? So did Blake.

Until he realized that every time he hit a new goal, he’d feel good for a week… maybe five days. Then it was back to baseline. This is what’s called the Hedonic Treadmill—and agency owners live on it without realizing it.

We chase growth for growth’s sake. Or worse, for external validation—from peers, clients, even family.

Blake stopped to think about what was next after he had the money. Was he supposed to save it? Spend it? Did he even need that much? Define what you want your life to look like, and build your agency to support that. Don’t fall into the trap of chasing growth for validation more than for yourself.

If you let go of the idea of just hitting a number, surround yourself with the best team and clients, and set your priorities, you’ll be able to go after what you really want and live your best life.

Agency Owners & the Calm in the Chaos

Most agency owners have had the type of upbringing that’s them great under pressure. Calm in chaos. Laser-focused when everything’s on fire.

Of course, this can also become a trap if you start creating chaos just to feel normal. For instance, you may seek pressure to push you into action.

In his case, after years of needing the chaos, Blake turned to Claude to figure out a way to manufacture chaos without the disastrous consequences.

His AI coach creates a “painful penalty” for missing a goal. For instance, donate $1,000 to a political group you can’t stand if you miss a revenue target. That’ll light a fire.

Point is: for some people motivation isn’t just about dreaming big. If you need some added pressure to get working engineer consequences that make staying small more painful than pushing forward.

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 really happens after you sell your agency? Brent Weaver, founder of UGURUS, knows firsthand — and it wasn’t the beach-and-cocktails story most agency owners imagine. In this second half of our conversation, Brent opens up about what really happens after you sell a business, why his team stuck around (when they had every reason to bolt), navigating the shift from entrepreneur to executive within a corporate machine. He also lays down a fresh perspective on where agencies are headed in the AI era — and why human advantage is still your biggest asset.

If you missed Part One, go back — it sets the emotional stage. This one dives into the raw aftermath.

Brent Weaver is a veteran digital agency founder who scaled UGURUS, sold it not once, but twice, and is now charting a new course inside a larger ecosystem. But behind the polished LinkedIn update is a journey filled with doubt, identity shifts, and deep loyalty to team and customers.

In this episode, we’ll discuss:

• What no one tells you about life after a big exit

• How Brent is using AI at scale inside E2M

• Why “human advantage” still wins in an AI-driven world

• The risk agencies face if they treat AI like a gimmick

• How to protect clients from the “accountability gap” AI creates

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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.

What Really Happens After the Deal Closes

When most agency owners fantasize about the big exit, they think freedom, cash, maybe a beach. But Brent paints a more nuanced picture:

“Selling is one of the most emotional business events you can go through. You feel every end of the spectrum — excitement, fear, uncertainty.”

And no, he didn’t tell the team beforehand because he wasn’t even sure himself. Looking back, he remembers asking himself: ‘Is this what I want? What’s going to happen to our customers? Our team?’

Spoiler: Nobody left. Because Brent didn’t cash out and disappear. He pushed hard to give people incentives to stay, rolled up his sleeves, and stayed to help 10x the next chapter.

Brent’s first acquisition with Cloudways was scrappy, entrepreneurial, and chaotic in a good way. But once DigitalOcean came into the picture everything changed. Some of the team joined a small company where they had a voice — then suddenly, it was all process, approvals, structure. And not everyone loves that.

More recently, after staying at the newly-acquired agency, Brent took a step back from a direct client-facing role. At the same time, he had a bigger role in the back office, so despite people not seeing him as much, they also knew he was still around working on the business.

To his knowledge, no one left because of the acquisition. The agency saw the normal amount of churn for the business but all clients and team members knew that Brent was trying to provide a sense of continuity after the sale.

Why the Learning Curve is Shorter — and Scarier

BBack when Brent started learning about the business, he had no idea how to write a proposal. He didn’t know anyone in the industry who could orient him, and ended up writing one in the only format he knew: a high school essay. It was bad. It talked about his interests, why he was trustworthy and why they should hire him.

Comparing that experience from the early 2000s to now, where kids are doing triple backflips on BMX bikes at age 12 because they can watch the trick 10 minutes after it’s invented on Instagram, the speed at which someone can learn anything now is incredible. And even overwhelming.

For agency owners, this means two things:

1. There’s never been a better time to start.

2. There’s never been a harder time to stand out.

AI, Meta, and the Future of Agencies

Ever since WordPress came out, everyone thought agencies were dead. To Brent, all it did was create more demand for people who knew how to use it.

Same with Meta’s new tools or any AI platform. Brent’s take is clear: The tools will make advertising more accessible. But that will actually increase demand for agencies who know how to go deeper.

In his view, there’s no world where his old restaurant client — who had a flip phone and a fifth-grade education — was ever going to run his own ads. He just wants to cook.

Translation: AI doesn’t replace relationships. It just raises the bar on what value you’re bringing to that relationship.

Infusing AI Horizontally Across a Business: Brent’s New Role at E2M

The reality is, even in the AI era people still crave trust and connection. Even in a world where AI is analyzing spreadsheets and diagnosing ad performance better than most marketers, the decision to act still comes down to a human being. “I look at a spreadsheet,” Jason says, “and I want to throw up. But I put it into AI, and suddenly I get clarity.” That’s the shift—AI can sift through the noise, but humans still make the call.

Business owners aren’t about to turn over their bank accounts to a voice assistant. There’s always going to be a place for a trusted advisor—someone who knows the game, who gets results, and who’s got skin in it with you. For agencies, that’s the edge. If you can interpret the data and turn it into action, you’re still wildly valuable.

This isn’t about one person nerding out on ChatGPT after hours. AI isn’t a tool for the top—it’s a mindset for the whole team. At E2M, he’s stepping into a leadership role to help infuse AI horizontally across the company. That means operations, creative, sales—everyone using AI not as a crutch, but as a co-pilot.

The agencies that survive the next wave will be the ones who stop treating AI like a gimmick and start treating it like a business partner. Brent’s advice: don’t wait. Start now, even if it’s nights and weekends. Fire yourself from every job you’re not elite at. And that now includes jobs that AI can do faster, better, and at scale. "Leverage these tools to gut-check your deliverables,” he says. “You owe it to your clients.”

The Legal Line and the Accountability Gap

But it’s not all upside. Brent drops a crucial warning about accountability. AI might be amazing at cranking out contracts, pitch decks, and even deal structures—but if it screws up, who takes the hit? If chat tells you to jump off a bridge, and it goes south, you’re not suing OpenAI,” Brent jokes. You’re just canceling your $20 subscription.

And that’s where real coaches, consultants, and experts still matter. There’s a human soul to leadership, and a layer of accountability AI can’t (and maybe shouldn’t) touch. The smart play? Start with AI to generate, then apply your judgment to validate.

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 turn a $99 course, launched before it was even fully built, into a 7-figure coaching business? Today’s guest did just that. And he’s here to share why scrappier beats slick every time. If you’ve ever second-guessed launching messy, this episode will feel like validation.

Brent Weaver is on the show talking about his start with UGURUS, the valuable learning that can come from starting before everything’s in place, and why what came after selling his business wasn’t exactly what he had expected.

Today we kick off a two-parter with Brent Weaver, the founder of UGURUS, who went from building websites in high school to launching one of the most successful coaching programs for digital agency owners. If you've ever second-guessed your “build it as you go” approach — or wondered whether selling $99 courses online could ever turn into something real—this episode will feel like a shot of validation.

In this episode, we’ll discuss:

• Launching and selling without a net.

• The real reason Brent Weaver sold UGURUS.

• The unexpected, gut-punch part of selling. 

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Building Something Before It’s Built

In 2012, Brent’s agency was building on a tool called Business Catalyst, which led to a side project called BC Gurus, a blog for Business Catalyst users that eventually turned into a full-fledged business. That little blog became a membership site where his team posted business content on how to grow a Business Catalyst agency and, after selling his agency, was the seed for what eventually became UGURUS, a platform offering training and coaching to help agency owners close more deals and scale their businesses.

Just as they were preparing to move forward with the site without the Business Catalyst element, as this tool had been discontinued, Brent found the name UGURUS had just gone up for auction. It all seemed serendipitous as they easily won this auction and the new stage of the business began.

Lessons in Launching (and Selling) Without a Net

Throughout their journey, Brent and his team learned something that every agency owner needs to hear: you don’t need everything figured out before you start. And in fact, if you try to, you’ll likely never launch at all.

The early success of their $200 self-paced course helped them build an audience. But it wasn’t until they started offering deeper, high-ticket coaching that things clicked into place. Selling a few $2,000 seats was way more scalable than chasing thousands of low-ticket customers.

They did all of this without the luxury of a huge marketing budget or slick automation. Just hustle, relationships, partnerships, and a whole lot of belief in what they were doing.

This is something Brent and Jason have both experienced. They agree it’s better to go out, execute with what you have, and get feedback, rather than waiting for the perfect moment.

Brent Weaver on Building, Selling, and What Came Next

Brent and his team didn't start with a fully polished product. In fact, when they first launched their flagship 10K Bootcamp, they spent all their time selling it before creating it. In their view, if they couldn't sell it, they wouldn’t build it. But they sold it. About 30 seats at $2,000 a pop.

Of course, it did help that they weren’t starting from scratch. They had a list of about 10,000 emails from their time running BC Gurus, which helped immensely. And then they had one week to create the first session.

What followed was a whirlwind of late nights and Adobe Connect calls (for those who remember what that was) as Brent stayed one step ahead of each week's live session. It was clunky. It was imperfect. But it worked.

Why? Because Brent was committed. He responded immediately to the slightest client dissatisfaction. He personally handled delivery. And he overdelivered wherever possible. That scrappy MVP became the foundation for a business that helped thousands of agencies get out of the feast-and-famine cycle.

This kind of growth doesn’t happen when you wait for the stars to align. It happens when you ship early, listen hard, and iterate fast.

The $22,850 Lead Magnet That Took 6 Minutes to Create

Let’s talk about lead magnets that actually convert. The first product Brent ever sold was a gloriously titled “the $22,850 Website Proposal.” That wasn’t a gimmick. It was a real client proposal that closed a big deal—with cross-sells, recurring revenue, and multi-location projects all baked in.

Instead of building something fancy, he stripped out client details, dropped it into a Google Doc, and gave it away. Six minutes of work. Hundreds of thousands of downloads. The lesson? Your most valuable assets are often sitting in a dusty folder, not in your imagination. Proof beats polish every time.

The Real Reason Brent Sold UGURUS

So why sell a successful business? For Brent, it wasn’t burnout—it was the pull toward a bigger vision. After buying out his co-founder and riding the COVID rollercoaster, things just weren’t lighting him up anymore. Then came Cloudways—and more importantly, a series of conversations with their CMO, Santi.

In a way, he was no longer getting what he wanted from the business, and the more he spoke with Santi, and saw what they were doing with their platform, the more he dreamed about turning that into an agency growth community. Hence, what started as co-branded webinars and strategy calls evolved into shared vision sessions. Eventually, Cloudways pitched an acquisition. The appeal? A chance to bring agency coaching to a massive platform with 13,000+ agency users. Brent saw an opportunity to merge purpose with scale and went all in.

When the Buyer Gets Bought

Here’s the plot twist: just ten months after the acquisition, Cloudways got acquired by DigitalOcean, and suddenly UGURUS was a small fish in a billion-dollar pond. DigitalOcean was focused on AI, GPUs, and hardcore infrastructure—not coaching communities. So eventually, Brent’s team and vision were sidelined.

He stayed on. He fought for his team. But like he says—when you sell, it’s no longer yours. And if the buyer shifts priorities, you’ve got to live with it. That’s the tradeoff.

Don't Sell Unless You Know What’s Next

The hard truth here is don’t sell unless you know what you’re waking up to the next day. Brent thought he had his next chapter lined up. He had a six-month transition plan. A roadmap. But then came the cultural disconnect. Engineering talk at happy hours. Roadmaps that had nothing to do with agency growth. The adventure he signed up for didn’t look like what it became.

That’s the gut-punch part of selling. You can have a clean exit and still feel like you lost something. That’s why clarity before the exit is non-negotiable.

Next Time on Part Two: What really happens after the exit? Brent pulls back the curtain on post-sale culture shock, why some big opportunities fizzled, and how his next move with E2M caught even him by surprise. You won’t want to miss this.

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What if one bad hire wrecked your agency? What if the red flag you're dismissing tanked your margins? Most agency owners learn these lessons the hard way. But you don’t have to.

In this episode, Collin Slattery shares the red flags, hiring mistakes, and leadership shifts that helped him build an agency that’s not just growing—but growing sane. He’s here to share stories that can help you shortcut the pain and build smarter, sooner. From pricing hesitations to over-hiring juniors to waiting too long to fire a bad hire, he brings great insights about what not to do—and what to fix fast. At the end of the day, the goal isn’t just growth—it’s sane growth.

Collin Slattery is the founder of Taikun Digital, an agency that primarily focuses on the e-commerce space, doing Facebook ads, Google ads, and creative landing pages for clients. He’ll share his scrappy beginnings, the mistakes that cost him (and taught him), and the non-negotiables he’s learned about red flags and respecting your own time as an agency owner. His strategy now is simple: only do the work that’s uniquely his. Delegate the rest. And when hiring, pay for people who love the stuff you hate.

In this episode, we’ll discuss:

• How to spot sales-process red flags before they cost you.

• Why hiring friends usually fails—and how to do it right if you must.

• What to do before a big client leaves—so you’re not scrambling.

• The hiring mindset that leads to faster, saner growth.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.

Starting with $300 and a Canadian Pharmacy

Right out of high school—class of ’07—Collin started making money online during what he calls the "Wild West" days of digital marketing. Think bootleg Canadian pharmacies, early Google Ads, and cracked versions of Adobe software.

One of his first official clients was a skincare brand called Spa Technologies, which he charged $300 a month to handle “all the web stuff”—from email and SEO to advertising and site updates. He even landed a local government gig in New York early (back when procurement was a little less formal). It wasn’t glamorous, but it was enough to plant the seed for what would eventually become his agency.

Eventually, Collin took the boutique route. He leaned into complex client problems and bespoke solutions, found his zone of genius, and grew from there.

Hiring Red Flags During the Sales Process

One of the most expensive lessons agency owners learn, and one Collin has relearned, is ignoring red flags during the sales process.

It’s amazing how anyone can forget to trust their gut when they need the money, but Collin has learned this lesson by now. From clients with unreasonable expectations who ghost meetings to those who show up late or treat your time like it’s optional, he has learned to put a limit. Today, he waits five minutes—max—for a prospect to join a call. If they don’t show, he’s out. Because if someone doesn’t respect your time on the sales call, they’re definitely not going to respect your process, boundaries, or team later on.

The biggest red flag for Collin is clients who offload all responsibility. If they’re promising to be your “best client ever” or insisting they’ll deliver everything you need “right away,” it’s worth digging deeper. Of course, clients who are too involved can also be a problem. However, the agency can’t be more invested than they are in their own success.

To prevent this, establish a pricing structure where at least 50% of the project is paid upfront, with clear dates for the remaining payments.. This can help irresponsible clients get moving on what they’re supposed to deliver, although Jason shares a story about a client who paid 100% upfront (before kickoff!) but delayed the project by not providing what was promised.

That’s why process and payment timelines matter. If you don’t control scope and expectations from day one, you’ll pay for it in time, profit, and sanity.

When One Bad Hire Derails Everything

Collin’s been on both ends of the hiring spectrum—over-prioritizing skill and under-prioritizing culture fit… then swinging the other way and hiring people he liked without checking if they actually had the skills.

Spoiler: Neither approach worked.

On top of that, he’s been guilty of stubbornly keeping people too long, thinking he could “fix” them. However, he’s now confident that owners can usually know on Day 1 if they made the wrong hire. Week 1 if you're generous. People usually start with their best foot forward, so if that’s shaky, it’s a red flag.

The real game-changer was learning to trust his gut early and cut things off quickly—for everyone’s sake.

Hiring Friends? Set Very Clear Expectations

Should you hire friends or family? Most agency owners will say no—and Collin would’ve agreed… until one friend hire actually worked out.

There were many factors that contributed to this, including expectations, where the agency is at, and the person’s character.

The first time he hired his best friend, it was a disaster. The second time, it was a former mentee who had already sold his own agency, knew the ropes, and was a perfect culture fit. They were open, direct, and mutually respectful—and it worked.

The lesson? If you do go down the friend/family road, set clear expectations, give both parties an exit ramp, and value the friendship above the business if things go sideways.

The Secret to Real Growth: Do Less of What You Hate

According to Collin, delegation and self-awareness are the great drivers of his agency’s success. He focused on hiring people to do the things he was either bad at or dreaded doing—even if he was good at them, because chances are someone else loves the stuff you hate doing.

That mindset shift allowed Collin to get laser-focused on what he does best—sales, marketing, and solving complex “math problems” for e-commerce clients.

Now he wakes up looking forward to work instead of dreading it.

When a Big Client Bails, Your Margins Matter More Than Ever

Recently, Collin’s agency lost its biggest client temporarily due to the pressures of the new tariffs. Instead of panic, his response was grounded and strategic.

He’s built his agency to survive losses like this and encourages agency owners to do the same, by thinking about pricing, hiring, and not sabotaging your own sales engine. Thanks to this mindset, the agency had healthy profit margins baked in.

If losing one client sends you into a tailspin, you’re probably not charging enough. You need to build your business in a way that you can survive losses without cutting down. That’s not just about pricing—it’s about operating with margin as a mindset.

One of the biggest mistakes agency owners make is hitting pause on sales because things feel good. Collin’s advice is to always be selling. And if capacity is tight, don’t pause—raise your prices.

Pro tip: Implement a sliding scale strategy. Every few clients, bump your pricing and track retention. You might find that you’re working less for more.

Want to Grow Fast? Hire Ahead of the Demand

Let’s talk about one of the hardest lessons agency owners learn: hiring too late. Collin admitted he brought on clients he couldn’t serve well—and paid the price in churn and stress.

This year, he’s trying a different strategy by hiring ahead of the demand. And not just anyone—hire senior people. Yes, it’s a luxury. But it’s also how you buy back your time and protect your client relationships.

Junior hires sound good on paper—cheap, trainable, full of potential. But they require time and energy you may not have. As Collin explains, the real value of a senior hire is autonomy because they can own it from day one.

”At the end of the day, if you don’t build margin into your agency, one bad month can wipe you out.”

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 falling behind in the AI revolution—while competitors pull ahead? If you’ve handed off AI adaptation to your team and progress still feels sluggish, you’re not alone.

The uncomfortable truth? Delegating AI could be the biggest threat to your agency’s future.

Today’s guest, Brandon Na, has seen firsthand how agencies rise—or fall—in the face of disruption. From early SEO days to the AI era, he’s learned what it really takes to lead through change. And it starts with not outsourcing the future.

Many employees feel more fear than excitement about AI—worried it could signal the end of their careers. Instead, agency owners should be very involved in this process and actively try to identify team members who are excited to learn about AI and already experiment with it on their own time. The agencies that will thrive aren't the ones that delegate AI innovation down the chain of command but the ones that build transformation strategies around those natural innovators.   

Brandon Na is the founder of Seattle Organic SEO, as well as a venture capital pro and acting CMO. His path into agency life started with a simple desire to never have to do cold sales. So instead, he hacked his way into visibility through SEO. This path took Brandon to South Korea, where he helped scale an education company by 1,400%. He eventually returned to the U.S., launched his agency, and dominated the search rankings in a matter of months—all from a handshake mentorship deal with a guy exiting the space.

In this episode, we’ll discuss:

• How you can avoid losing your way after ‘making it’.

• Will SEO survive AI?

• Why you shouldn’t delegate AI adoption. 

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

From Amazon to Agency Life (And What Jeff Bezos Taught Him About Leadership)

Brandon started out working at future giants like Amazon and Expedia and could’ve had a very different career had he stayed. Working at tech giants like Amazon and Expedia might sound glamorous today—but back then, it wasn’t. Low pay, stock options that seemed worthless, and a corporate culture that left him unimpressed taught Brandon an early lesson: big titles don’t equal strong leadership.

From his experience with Bezos, he learned that big titles don’t always mean big character and that leadership—true leadership—isn't about prestige, but about clarity, adaptation, and purpose.

Next, Brandon had his first try at entrepreneurship with a real estate practice before he ever touched agency work. Knowing by experience that sales was just not for him, he wondered how to get people to find him, which naturally led him to find SEO.

In the early days of SEO, Brandon decided to master the craft before launching his agency. He took a few years to learn, test his skills, and leverage some contacts before starting his agency.

Why So Many Leaders Lose Their Drive After Hitting Big Milestones

Seeing how big CEOs started and how they’ve evolved, one wonders how they manage to turn it all around. How do they get to a point in their leadership where the stories go from being terrible at managing employees to making history? For Brandon, it’s about never getting too comfortable once they have the money.

These trailblazers who have managed to conquer the world will not just retire and live a quiet life, they’ll just choose other ways to create and make an impact. Many of them eventually move into venture capital or find other passions. It’s an advisable path for agency owners who end up selling their businesses, because otherwise they can end up losing their sense of purpose.

If you’re chasing the next milestone remember that if you don’t define your purpose beyond the hustle, the success will feel hollow.

Growth Comes from Pressure - So Turn It Up

Although living through the pressure of working in tech during those early years was not easy, Brandon now looks back and can see it with different eyes. As he has learned from his work as CMO: “If you’re stuck on a problem—make the problem bigger.” Because being too comfortable, you can lose your edge. It may take time, since with AI, market shifts, and internal team chaos pulling us in every direction, it's easy to lose clarity, but if you focus on finding that problem you’ll grow.

It can sound counterintuitive, but in his experience bigger problems force bigger focus, more urgency, and better thinking. It’s easy to spin your wheels when you’re “fine”—but when the pressure’s real, you find out what you’re made of.

Can SEO Still Win in an AI World?

When a friend of Brandon told him he barely used Google anymore, he assumed it was because as a computer engineer, he was just ahead of everyone else in these trends. However, just five weeks later he realized he also was now using AI. After years in SEO, even he finds himself turning to AI tools like ChatGPT instead of even opening Google.

So is Google still relevant, or has AI already taken the crown? The bottom line is the way people find information is changing. And that has massive implications for how your agency helps clients get found.

Whether you’re creating blog content, developing ad strategies, or running full-scale marketing campaigns—AI is in the mix now. Platforms like Gemini, Claude, Perplexity, and even custom-trained agents are already out in the wild. And they’re fast.

Ultimately, the game is changing fast, and agencies that aren’t adapting might already be falling behind.

If your agency is still running fully human-powered workflows while other teams are using agents to ideate, write, design, test, and iterate faster than you can blink, you’re already behind.

But don’t panic. The solution isn't panic—it’s leadership.

Don’t Delegate the Future—Own It

One of the biggest traps agency owners fall into is just telling their team to “Figure out how to use AI,” and walking away. The reality is your team may not be motivated to lean in. Many employees view AI as a threat to their job—not a tool to make them better.

Instead, try:

• Identifying the team members already experimenting with AI tools.

• Giving those people the mandate and the resources to go deeper.

• Investing in training and testing to see what works—and what doesn’t.

• And most importantly, lead the charge yourself.

The agencies that survive the next 3–5 years won’t just be the ones doing better creative—they’ll be the ones moving faster, thinking smarter, and leading with tech.

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 scaling your agency wasn’t about adding clients—but building a community that fuels growth from within? During Covid lockdowns, today’s featured guest felt the need to turn his clients into a community, hosting events where they could get to know each other and build relationships. To this day, it remains one of the best changes he’s introduced at his agency.

With a dedicated community, a focused niche, and a cap on the amount of clients the agency takes, he created a sense of exclusivity that turned his agency into a “category of one” business that continues to thrive. Join us as he unpacks how his agency journey began, how he accidentally ran into his exclusive niche, and the ways he found to turn clients into members.

Oli Luke is the founder of Orange & Gray, a hearing healthcare marketing agency that’s not just thriving—it’s become a “category of one.” He shares how going ultra-niche, building a true community, and capping client growth actually led to bigger success. His story offers agency owners a powerful blueprint for growth by focusing less on volume and more on depth.

In this episode, we’ll discuss:

• The power of creating scarcity.

• Choosing community over clients.

• Why client selection will save you headaches.

• Using AI to have a bigger impact with clients. 

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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.

Creating Category Leadership with Your Agency

Oli started in the marketing world as early as fifteen years old, running a “questionably illegal” business that relied on marketing savvy more than morals. That spirit of experimentation, however, continued to evolve into something far more focused and in 2017 he launched a niche agency focused solely on hearing healthcare.

Like many agency owners, Oli knows the pain of being a generalist—serving anyone and everyone just to keep the lights on. But once he committed to a hyper-niche model, everything changed.

“We help a very specific type of business,” he explained. “There’s only about 2,000 potential clients in the world for us. So we’re not looking for quantity—we’re looking for quality.” According to Oli, once you’re playing in such a specific arena, you’re playing against maybe three competitors, which helps you become very good at that sweet spot.

By focusing on a tight, underserved market, Oli’s agency was able to create a “category of one” positioning. It wasn’t just another agency—they were the agency for hearing healthcare and that kind of positioning is gold.

The Power of Capping Growth and Creating Scarcity

Here’s something you don’t hear every day: Oli has no plans to scale his agency to the moon. In fact, he’s capping it at 100 clients. “We don’t want more. We want depth of relationship,” he said.

This kind of intentional limitation creates natural scarcity and urgency and real, earned exclusivity. Prospects know there’s a limit, so they know if they leave coming back will mean paying significantly more.

It’s a model Seth Godin once praised: deep focus, selective intake, and high trust. Oli’s clients know they’re one of the few, which raises the bar for everyone—team, clients, and prospects.

Community Over Clients: How COVID Changed Everything

Oli’s most unexpected move—and perhaps his most impactful—came during COVID when, like many agency owners, he had to rethink everything. Prior to that, he ran a very traditional agency, with one-to-one relationships with clients that mostly didn’t know each other. This all changed during COVID, when amid the shutdowns and uncertainty, Oli’s team started hosting weekly “campfire chats” to bring them together. That simple shift sparked a powerful transformation.

“We almost pivoted from being just a marketing agency and to being a communications company,” he said. By bringing clients together, the bonds formed turned into something more powerful than any campaign.

That organic community—born out of crisis—evolved into something deeper. Today, Oli’s agency doesn’t just have clients; they have members. And the community has only grown since the days of the campfire chats.

For him, there’s nothing more powerful than getting people together, especially in this new AI era where human connection will become increasingly rarer and more important.

There are monthly calls, print newsletters, annual events, and even an Austin Powers-themed meetup in London for their U.S. clients.

The community is more than a retention tool—it’s a moat. Members feel like they’re part of something elite, something valuable. It’s not just about services; it’s about belonging.

Why Client Selection Matters

As established, if you’re running an agency and not building a community of your clients, you’re missing one of the biggest strategic advantages available today. Yet, it may lead to competition – some of those clients won’t want to be in the same room as their competitor.

That’s why your client selection matters. You can’t afford to bring in clients who don’t align with your values, even when you’re in startup mode and tempted to say yes to everyone.

Learning this will take some time, but it’ll always be worth it because, more than just executing for them, you’re making them part of something bigger—giving them access to relationships, tools, and strategies that help them grow. And that, right there, is what makes the difference.

Finding a Niche... by Accident

Like many agency owners, Oli didn’t start with a clear niche. In fact, his entrance into the hearing care industry in the U.S. was totally accidental—through a client speaking engagement in Houston.

Back then, he had a small marketing company in the UK and a client who was doing work as a speaker in the US hearing care industry and invited him to one of his events. There, Oli shared some ideas with the audience. Just tips that seemed obvious to him in the marketing industry but were eye-opening to his listeners in the hearing care industry. He was asked to help some in that audience implement these ideas and, before he knew it, he had found a niche.

When the Market Shifts, Community Wins

It’s easy to panic when markets get weird. And let’s face it—we’re in a weird season right now. But the truth is, these “down” times are often where the biggest opportunities lie.

Remember 2008? 2000? COVID? Each one of those eras had agency owners panicking—and also created massive opportunities for those willing to adapt. When your competitors pull back, you lean in.

And it’s not just theory. Community-first strategies during downturns can redefine your agency. They create stickiness, loyalty, and value beyond deliverables. People remember who helped them weather the storm—and they stick around.

This is especially true for agencies that have found their ideal niche and have therefore found a way to be of significantly more value than just the doing. These agencies are in a position to lead their clients through these changes and provided much needed leadership.

The AI Evolution: Smaller Teams, Bigger Impact

There’s a lot of noise about AI replacing agencies. But let’s get real: Agencies aren’t going away. They’re just changing.

At the end of the day, agencies are the middle man between someone having a problem and arriving at the solution. People will still need help, they’ll just be able to do more with less people. What used to take 100 employees might now take 30—or even 10. The work doesn’t vanish—it evolves. It becomes smarter, faster, and more strategic. You still need strategy. You still need people making decisions. But with AI, your execution becomes more powerful.

And your clients know this. They’re not oblivious. Bigger brands are already coming to agencies saying, “We want the same output with fewer people—powered by AI.” If you’re not ready to answer that call, you’ll get left behind.

That’s why understanding AI—and being able to communicate your expertise in it—is going to be a game-changer.

Supercharged Workflows with AI Agents

One of the ways agencies should start leveraging AI is by creating their own internal AI agent using ChatGPT. For instance, you can use it to train that agent with:

• Case studies

• Client challenges

• CRM data

• Brand voice

Once you do that, share it with your team so they can start using it to write a blog post, a LinkedIn update, or any kind of content—and it generates something better than most humans would.

This is where the future’s headed. Not to replace humans—but to empower your team with incredible leverage. You’re not building a bot to do your job—you’re building a smarter team that gets more done.

One More Tip: Start a Podcast

Even with all his experience and success in choosing a niche, creating community, and using AI, Oli maintains that starting a weekly podcast was the best move he ever made for the business. It drove client attraction, retention, education, and brand recognition. And with AI, it’s never been easier to create high-quality content consistently.

If you’re not creating content—especially in podcast form—it’s time to rethink your strategy.

Want to Build an Exclusive, Scalable Agency That Clients Line Up For?

Our Agency Blueprint helps you identify growth bottlenecks, build community-driven strategies, and position your agency as a category of one.

If you’re the visionary still stuck doing the work, you’re not scaling—you’re surviving. Joaby Parker knows that loop well. From launching his agency straight out of college to nearly burning out and walking away, his story is a masterclass in doing too much, too long.
In this episode, you’ll hear how Joaby broke free from the grind, stopped bottlenecking his team, and built a business that scales without him.

He shares his journey from founding his first agency right out of college to walking away and returning to agency life with a new approach and mindset. He reveals what caused his early plateau, why he left to work client-side, and how returning to the agency world taught him how to lead, grow, and eventually let go of the creative and account management roles that were holding him back.

Joaby Parker is the founder and CEO of Cover 3 Growth Partners, a strategy-first agency based in Logan, Utah, focused on food and CPG brands. With a background in creative marketing and brand development, Joaby’s approach combines practical business strategy with creative execution.

He discusses how his passion for marketing and working closely with various agencies inspired him to start his own and reflects on the challenges of the early years, the gradual momentum they built, and how he learned that building a successful agency isn’t about doing more. It’s about doing less of the wrong things—and putting the right people, values, and systems in place so you can grow without burning out.

In this episode, we’ll discuss:

• The turning point that made him leave his first agency and come back stronger.

• How his mindset around delegation and trust evolved.

• Why being a visionary means you’re probably a bad manager—and that’s okay.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Why Joaby Chose the Agency Path: Early Missteps & Major Momentum

Joaby had a purposeful entry into the agency space, after developing a passion for marketing working with several agencies on the client side at Health & Fitness. He had the opportunity to work hand in hand with many agencies and knew he would someday want to run one himself. After a few years of learning experience, he and his partner made the jump to start their own agency.

Being quite young, their first few years with the agency were marked by a lack of direction. Their first big turning point came after securing a contact with Chemdry that led to a complete rebrand of this company. Soon after, when HomeDepot acquired the carpet cleaning business, Joaby and his partner had the opportunity to assist in this transition period, helping all Chemdry franchisees take advantage of this new HomeDepot partnership.

This is really when the business took off and Joaby and his partner started to deal with other aspects of scaling.

The Breaking Point That Made Him Go Back to His Roots

Growth flatlined. Burnout crept in. Joaby’s agency hit the ceiling—and he couldn’t figure out why. Turns out, it wasn’t a marketing problem. It was a management problem.

Initially, Joaby attributed this stagnation to geography—living in a small town seemed to be limiting their growth potential, especially during a time when digital outreach was much more challenging than it is today.

Around this same time, an existing client presented Joaby with an opportunity to join their internal team. It was a great opportunity and a needed break from the agency life so he accepted, after securing another partner that could take over his contributions at the agency. It felt like going back to basics for him and gave him the time and space to think about what went wrong at that agency.

Looking back, he sees the reason for that first agency’s plateau was a lack of processes. While referrals from existing clients provided a steady stream of work, they were insufficient for sustained growth, which ultimately led to a plateau in growth. Ultimately, they struggled to find opportunities to get in front of people to do more work.

This scenario is all too familiar for agency owners. They typically reach a breaking point where their small founding teams can no longer handle the client load. The natural response is to hire more staff, which increases revenue but often decreases profit margins—leaving owners feeling trapped and pressured. The key differentiator between agencies that remain stuck and those that break through to the next level is making the strategic decision to raise prices rather than simply adding more bodies to the team.

You Don’t Need to Do It All—You Need the Right People

Looking back, Joaby now realizes he could have pushed the agency to that next stage of growth, but at the time, the pressure felt overwhelming. He still wasn’t good at running an agency, just good at working in one, and although it seemed like the business was evolving, the reality was that Joaby had more costs than ever and was working more hours than he ever had before. At that moment, the opportunity to go back to work on the client side seemed like an escape.

Joaby admits that, for most of his career, he was a bad business manager. If you're reading this as a visionary-minded agency owner—which many are—you might recognize yourself in his story. Rather than forcing yourself into an ill-fitting management role, the solution is to build a team that amplifies your natural strengths. This means hiring self-managing professionals or dedicated operations managers who can handle the day-to-day business mechanics, freeing you to focus your energy where it creates the most impact.

The common objection to this approach is cost: "I can't afford to hire that level of talent."If this is your case, then the easiest solution will always be to raise your prices. How to justify that raise? Narrow your focus. When you become the go-to expert for a particular niche, you'll discover clients who are willing to pay for your true value rather than treating your services as a commodity.

Stop Running the Mouse—Start Leading the Team

These days, Joaby’s creative involvement is way down from what it used to be. For many years, most of the agency’s creative work still needed his approval in some way or another.

However, at one point he and his partner realized that, whenever he wasn’t stuck doing the creative work the agency grew and once he did go back to it, the agency stagnated. Agency growth is often limited by the founder, not the market, not the clients, and not even the team. When he focused on building and leading—growth resumed. If you’re still running the mouse, reviewing every piece of creative, or handling every big client call, you’re not leading—you’re doing. And that’s the bottleneck. It took Joaby some time to learn this. In fact, other than overseeing creative, he was also main account manager, where he didn’t do the best job, since he couldn’t fully focus on that area.

In the end, client complaints about lack of focus helped Joaby recognize that it was time to hire account managers and start delegating. Scaling an agency isn’t about doing more—it’s about doing less yourself. By embracing your role as a leader, not a doer, hiring smarter, and building a team around your vision, you create the space for sustainable growth. Whether you're stuck in the grind or unsure how to let go, the answer isn't working harder—it's building 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.

Most agency owners screw up their first sales hire. Why? Because they either hire the wrong person, or refuse to let go of control.

Travis Hoechlin used to think building a sales team was a waste of time—until he realized he was the bottleneck. In this episode, you’ll hear how he went from solo closer to leading a performance-driven team that fuels his agency’s growth.

Travis Hoechlin is the CEO of Rize Up Media, a marketing company specializing in law firm services. He shares insights into his journey from working at a large agency to starting his own and discusses the challenges of stepping out of a comfortable position and the motivations that ultimately led him and his business partner to take the leap into entrepreneurship. Travis also shared his experience building a top sales team, his logic behind hiring experienced seller instead of going for junior salespeople he could train, and how he keeps his team motivated and competitive.

In this episode, we’ll discuss:

• What most owners get wrong when building sales teams.

• The hidden cost of overlooking your top performers.

• How to hire competitive closers who don’t need babysitting.

• Incentives that actually work (even with a remote team).

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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.

The True Cost of Overlooking Top Performers

Travis began his career working for one of the largest agencies in the industry. Despite previously owning a mortgage company, he and his current business partner found themselves settling into the comfort of corporate life—big paychecks, steady accolades, and a sense of stability.

But deep down, Travis always knew he wanted to build something of his own again. It wasn’t until a disagreement with his former boss that he finally made the leap. Looking back, he wishes he’d made the move sooner. Still, the way it unfolded taught him an important lesson.

As one of the agency’s top sellers, Travis had earned a spot in their elite President’s Club—or so he thought. When he was unexpectedly passed over, it became clear that his contributions weren’t truly valued. That moment of frustration became the catalyst for change.

Sometimes, it takes a setback to shake us out of complacency. Travis’s story is a powerful reminder: comfort can be deceiving, and top performers often leave not because of the work, but because their impact isn’t fully recognized. For agency owners, it’s a call to action—acknowledge your best people, or risk losing them.

The Journey from Seller to Sales Leader

As one of the top salespeople at his former agency, Travis was a natural fit to lead sales at his own. But like many high-performing sellers, he was hesitant about building a sales team. Great salespeople don’t always make great managers—and Travis wasn’t sure he could find others who would match the drive and success he brought to the table.

His competitive nature added another layer of resistance. The idea of hiring someone who might rival his performance didn’t sit well with him at first. But over time, realized that no matter how strong he was on his own, two or three skilled salespeople giving their all would far outperform his solo efforts.

That mindset shift changed everything. Once he found the right people—sales pros who believed in the agency’s mission—Travis stepped back. He moved out of the day-to-day sales role, choosing instead to support the team and help them succeed. After all, they had taken a chance on a growing agency, and he felt a responsibility to help them thrive.

Many agency owners struggle with this transition. It’s hard to let go of what you’re great at. But as Travis discovered, tying your value to a single role—especially one you refuse to let go—can turn you into your agency’s biggest bottleneck. Growth requires trust, delegation, and a willingness to lead from the side, not just the front.

Strategy for Building a Premium Agency Sales Force

Once Travis fully committed to building a sales team, he hit the ground running—bringing on two salespeople to start, then two more just a few months later. Since then, he’s made it a habit to hire two to three new sales reps each year, fueling the agency’s continued growth.

While many agencies try to save money by hiring junior reps, Travis believes that route often costs more in the long run. He only recruits experienced, high-performing sales talent since inexperienced hires need extensive training, close management, and time to ramp up—resources many growing agencies simply can’t afford to spare.

Instead, Travis looks for people who are naturally competitive, hungry to earn, and confident in their ability to close. In his view, a good salesperson can sell anything. If a new hire hasn’t sold agency services before, he keeps their focus simple for the first 30 days: just book him meetings. From there, he leads the calls while they shadow, learn, and build the confidence to eventually run the sales process on their own.

Additionally, rather than hiring one rep at a time, he prefers onboarding two or three at once. Sure, not all of them will work out—but with multiple hires, at least one or two typically stick, and you’re not back at square one. Plus, the healthy competition that comes from a group ramping together drives performance. When top salespeople are surrounded by peers who are also gunning for results, it pushes everyone to level up.

For Travis, building a sales team isn’t just about offloading calls—it’s about creating a high-performance culture that multiplies results and drives the agency forward.

Incentives That Actually Build Culture—Even Remotely

Travis understands that great salespeople are driven by more than just commission—they thrive on competition, recognition, and rewards. In corporate environments, these high performers are often motivated by bonuses, contests, and incentive trips—and Travis knew his agency needed to offer the same kind of energy to attract and retain top talent.

Having been the top seller at his previous job, he experienced firsthand how powerful the right incentives can be. So, he implemented a clear and compelling incentive structure for his team: hit an annual sales target of $850,000, and you qualify for an all-expenses-paid trip to a luxury destination, such as their recent five-day retreat at the Four Seasons in Costa Rica.

But it's more than just a reward—it’s a shared goal that unites the team. With about a third of his salesforce working remotely from across the globe, these trips serve as a rallying point, fostering camaraderie, motivation, and culture.

This blend of healthy competition and team connection is critical in sales. By setting ambitious but achievable goals—and celebrating those who reach them—Travis has built a culture where individuals are motivated to win, and the entire team moves forward together.

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.

Ever build a business that “looked” successful—but left you feeling empty? Jeff Hilimire sure did and then he did something about it.

In this episode, we unpack how he turned a successful agency career into a mission-driven movement—building purpose-led businesses, launching a global volunteer initiative, and writing books that challenge how we think about impact.

Today’s featured guest always genuinely enjoyed agency life—something he quickly realized was the exception, not the norm. That realization led him to a mission: helping others discover greater meaning in their business journey. Whether it’s through his books, his leadership, or his venture that unites developers to build websites for nonprofits in just 24 hours, he is all about turning intention into action.

We have the pleasure of welcoming back Jeff Hilimire, the podcast's very first guest, nearly eleven years ago. He shares what drives him to help business owners build purpose-driven companies, why he started writing books, and how he carved his own path in the publishing world. You’ll also hear about his latest work with Purpose Group, his thoughts on operationalizing purpose, and how to lead with clarity through times of crisis.

In this episode, we’ll discuss:

• Why he made it his mission to help entrepreneurs build purpose-driven businesses.

• Using the concept of ‘Dream Small’ to build a network of volunteers to help non-profits.

• How he embedded his books with his unique vision. 

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

From Joke Websites to Purpose-Driven Business Empire

Jeff's journey in the agency world began with simple curiosity in 1996 when, as a college student, he built joke websites with a friend. Eventually, they figured if they made it a business, they could keep doing what they loved, which led to building several sites for free and a humble start with their first paying client, Jeff’s aunt, who paid them $250 to build her business’ website.

Jeff has done a lot since being on the podcast’s first episode talking about that first agency. He’s been founding, growing, and selling businesses over the last 25 years. He has also been a board member of several initiatives and written six books just since 2019.

His latest venture is the Purpose Group, where he and his team acquire and reinvigorate small businesses by training more inspired and engaged employees through their Purpose Playbook™ methodology — which is very much linked to the knowledge Jeff has been sharing through his books, teaching entrepreneurs to build purpose-driven businesses, and helping them find that same joy he’s always found in his different businesses.

Start with One: How Dreaming Small Can Change Everything

In Jeff’s experience, many people never go after their dream projects because it feels too big and daunting to start. Instead, he believes it’s best to start small and give that first step. If your goal is to help people, then help at least one person.

This is the premise behind Jeff’s book Dream Small, which helped him grow his venture 48in48, an initiative born out of the idea of getting his team to help non-profits build websites. It would give them the satisfaction of helping someone while giving two selected non-profits a functional website in 48 hours. The plan gradually grew to include thousands of volunteers who offered time and expertise to help these non-profits for one weekend. Since developing this idea, Jeff has held 35 events with 7,500 volunteers around the world pitching in to help build 1,300 websites for non-profits. And while these numbers are great, he knows that had he started with that in mind, the project would’ve probably never taken off. People needed to see it was possible at a small scale before committing to do more.

Tired of Boring Business Books? So Was Jeff

Back when Jeff wrote his first book, he wanted to bridge the gap between traditional business thinking and entrepreneurial mindset. Having repeatedly encountered CMOs who resisted innovation with claims that they "couldn't take that chance," Jeff wanted to share his conviction that business was all about taking risks.

Initially, he intended to deliver a straightforward business manual and approached the writing process as such. However, he has personally never enjoyed those books, which became apparent as he navigated through the content and found that the rigidity of a traditional format stifled his creativity. Hence, he tried a different approach and embraced storytelling—creating characters and scenarios that embodied the entrepreneurial spirit. This is when Jeff found joy in the writing process and he’s continued developing stories within the same fictional universe.

Furthermore, after facing multiple rejections from traditional publishers, Jeff applied his risk-taking philosophy to launch his own small publishing house. Today, this venture works with approximately 25 authors and actively seeks innovative approaches to business storytelling.

Becoming a Better Leader by Setting a Purpose Beyond Profit

In his case, Jeff started out as the programmer in his partnership and oversaw that aspect of his agency’s operations for some time. The moment he hired someone else to help him with that task, he immediately recognized there were much better-qualified developers and that his own time would be better spent growing the agency.

In fact, he believes agency owners who have limited capacities and require help from the start can actually scale faster since they won’t get caught up working in the agency and can focus on growth. When founders recognize their limitations and delegate from the beginning, they avoid becoming trapped in day-to-day operations to focus exclusively on strategic growth opportunities.

Despite this operational insight, Jeff initially lacked a sophisticated vision beyond the vague goal of "eventually selling." It took time and experience for him to develop a more nuanced understanding of valuations and how different exit timings would affect the agency's ultimate value. His strategic thinking evolved only after navigating through multiple mergers and sales.

The most profound transformation in Jeff's approach came years into his business journey when he began thinking about purpose beyond profit. While he had always wanted to create a workplace where people enjoyed their work and developed professionally, he eventually expanded this intuition into a deliberate focus on organizational culture and consciously building values into the business foundation.

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 doing great work but still feel like your agency’s stuck in neutral? The truth is, talent alone doesn’t scale a business. In this episode our guest, Stephen Woessner—author, agency growth strategist, and founder of Predictive ROI—reveals why most agencies hit a ceiling... and how to break through with a smarter, more strategic approach.

From developing a true methodology to showing up with content that teaches, we dive into what’s working now (and what’s not) when it comes to agency growth, client expectations, and scaling with intention. If you’ve ever relied a little too heavily on referrals, be unsure of your niche, or found yourself winging it without a real system—this one's for you. Tune in to learn how to enhance your agency's approach to attracting clients and scaling your business!

Stephen Woessner is the founder of Predictive ROI, an agency that helps clients build predictable and repeatable ROI so they can focus on doing the work they love alongside clients they choose. With over 30 years of experience, including a six-year stint in academia, Stephen discusses what’s working right now to get more leads, why getting specific is vital for agencies, and why the journey to scaling your journey requires patience, as well as methodology.

Stephen also hosts the "Onward Nation" and "Sell with Authority" podcasts and is the bestselling author of five books, including his latest, “Sell With Authority".

In this episode, we’ll discuss:

• Why you should be ridiculously specific.

• Developing a true methodology to showcase your process.

• How a softer approach can lead to bigger wins.

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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 Power of Specificity (and Content That Teaches)

Stephen has had a long career in the agency world, starting thirty years ago, before ROI was a thing, and working alongside agencies and consultants — teaching them how to build their authority within the markets they serve. He worked six-years in academia while also sharing his knowledge in his first books on Viral Social Networking and SEO. The expertise shared in these books got him requests to work as a consultant for different businesses, which led to him starting his own agency in 2009.

At his agency, Stephen commonly works with agencies and consultants that are going about sales and new business development in the least effective, most painful way possible. In fifteen years, he’s seen a lot in the business and now brings his own perspective on what’s currently working in the agency space.

According to him, success comes from being ridiculously specific—about who you serve, what you offer, and how you market it. It’s not about flashy gimmicks or one-size-fits-all strategies. Agencies that clearly communicate their expertise and share their knowledge generously (even for free!) are the ones building long-term trust.

With the many AI tools available for marketers nowadays, there just isn’t a valid excuse for not putting your own content out there to attract clients with valuable tips that show your expertise. These should be small, actionable pieces that solve real problems. That kind of generosity leads to high-quality leads who already trust you by the time they reach out.

While the tools might not be polished yet, they show just how easy it is now to create content and show up consistently. The key is that agencies need to be intentional, have a point of view, know their clients’ real pain points and speak to them clearly.

Raise the Bar or Get Left Behind

Today’s clients are smart. They’re looking for specialized, strategic partners—not generalists who throw spaghetti at the wall. Agencies that develop a true methodology, a real system for delivering results, stand out. It’s not just about the work—it’s about the process behind it.

Simply put, a solid methodology builds trust. It shows prospects that you know what you’re doing and that you’ve done it before. And yes, it's a big part of what makes an agency sellable down the road.

If you’re familiar with games like “Age of Empires,” the process of building your methodology will be a lot like starting scrappy in the stone age—just you, maybe a freelancer or two. But as you gather resources (aka leads, a team, and tools) and build systems (onboarding, sales, and delivery processes), you level up. The methodology evolves as you grow—and mastering each stage is what gets you to the next one.

The path to growth requires structure, clarity, and an intentional approach. If you’re still winging it with no repeatable system in place it might be time to rethink the game plan.

How a Softer Approach Can Lead to Bigger Wins

Other than a methodology, the journey to the top will also require patience. Scaling an agency is rarely instantaneous and each stage of development comes with its own challenges and learning experiences.

Agencies at various levels of growth face unique challenges, and the aspiration to leap from a level two to level thirty-seven—is just unrealistic. You need to experience the wins and losses that truly gives you the expertise to sustain growth and learn to appreciate that they’ve prepared you for the next challenges and goals.

Jason was actually confronted with this lesson while preparing for his latest event, which although did eventually sell out, but did so much more slowly than he would’ve liked. In the end, the team made the decision to stop being pushy about promoting the event and instead try to be more inviting.

A pushy attitude will likely be met with resistance. Instead, a gentle nudge or an invitation to explore creates a sense of curiosity and openness. By reframing the conversation from one of pressure to one of invitation, he was able to build trust and rapport. People are more likely to engage when they feel they have the autonomy to make choices without feeling coerced.

This is the same principle that drives successful business generation. Instead of being pushy, make sure you’re sharing case studies, insights, or even hosting webinars that allow prospects to learn and engage with the agency's expertise. Trust that you’re offering great value that resonates with the target audience, encouraging your audience to lean in and explore further, rather than overwhelming them with hard sells.

Creating Content That Draws the Right Clients In

So what is the type of content agencies should be creating to get prospects to lean in? The first thing that may make you feel like you’re screaming into the void is trying to attract just any client who can sign a check.

Successful companies have shown that focusing on a select group of high-performing clients can lead to tremendous success. This does not mean that if you start to work with plumbers you’ll have to work with that niche in perpetuity. A niche can also be a specific problem you solve or an area you serve, not just an industry.

When you focus on "right fit" clients, you'll attract people you genuinely enjoy working with who choose to stay with your business long-term. When agency owners narrow their focus, they can tailor their offerings to meet the unique needs of their chosen niche. This not only enhances the quality of service but also simplifies the content creation process. Once the target audience is identified, agencies can generate relevant and engaging content that addresses the specific problems and pain points of their clients.

At this point, you can focus on sharing content that makes a lasting impression. By providing valuable information upfront, you’ll no doubt capture the attention of potential clients and build credibility.

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.

I’ve been paying an agency to run our Meta ads and for some time Meta itself has been reaching out to take over the account. Let that sink in. The same platform your agency relies on is actively trying to cut you out of the picture.

The worst part? This is just one example of a much bigger shift. Big tech is building tools that create entire campaigns—copy, design, video, testing—without a human in sight. Your strategist? Replaced. Designer? Replaced. Copywriter? Gone.

I get it. It’s a hard pill to swallow, but it isn’t necessarily the end of agencies. It’s just the end of the ones that built their model on tasks.

So what’s the future for agencies?

Agencies Built on Tasks Are Already Obsolete

Let’s get real: if you’re still selling deliverables, your agency’s already falling behind. What AI can’t replicate is leadership. At the end of the day clients want results and direction. Smart agencies are not selling tasks anymore. They're selling thinking.

Here’s how they’re staying ahead:

1. Productize the Thinking, Not the Task

Most agencies sell what they do – SEO, ad management – Clients don’t care that you “run Facebook ads.” They want results. Instead of saying “We run ads for local businesses,” say

“We help local gyms get 100 leads in 30 days with a proven 3-step system.”

You just went from vendor to strategic partner that sell a system that scales. Productizing your thinking means turning your knowledge into a framework.

When you package your thinking and your strategy as something like “The 30-Day Lead Domination System” or “The 5-Step Authority Engine” your expertise becomes a product. That’s what scales.

2. Sell Speed and Certainty

Speed is an agency superpower. Most clients aren’t losing to competitors—they’re drowning in indecision. They don’t need more options—they need momentum.

So skip the six-week strategy plan. Instead of saying “We’ll optimize your funnel,” offer quick wins:

“We’ll launch your highest-converting offer by Friday.”

Certainty is what closes deals. Clarity is what makes them stick.

3. Own Your Niche

Generic is dead. The riches are still in the niches. Solve a very specific problem for a very specific group of people. The more specific your promise, the more profitable your agency will become.

4. Use AI—But Don’t Compete With It

Don’t just talk about AI—implement it. Show your clients how to use AI to streamline workflows, automate leads, and improve reporting. Become the AI Sherpa, not the tool.

If you’re not guiding your clients through AI, someone else will.

5. Build Client Community

Want to be irreplaceable? Connect your clients to each other.

Host virtual meetups. Build a mastermind. Facilitate introductions. Create spaces for idea-sharing. AI will never replace real human connection—and your clients are craving it.

We’ve seen this firsthand with the agency mastermind: community is the real secret weapon.

6. Be the Guide, Not the Gun

Execution is cheap. Clarity is priceless.

AI will never replace someone who can build leads. Be the one who filters the noise. Be the coach. Once you step into that role, I can promise you your value will skyrocket.

So, Did Zuck Kill the Agency Model? Not Even Close.

He didn’t kill it—he evolved it. The agencies that lead, think, and adapt will be the ones that thrive. Those that keep selling tasks will get replaced.

Agency Mastermind

Still feel like you’re winging it? You're not alone. Most agency owners hit a plateau because they're stuck in the business, buried in decisions, and disconnected from people who get it. The agencies killing it and scaling faster found out they needed to be in the right room. Go to https://www.agencymastery360.com/agency-mastery and get access to a community of agency owners sharing their data, deals, strategies, and mindset shifts.

AI isn’t coming for your agency—it’s already here. And if you haven’t set clear guidelines for how your team (and your clients) engage with it, you’re already behind. In this episode, one agency founder shares how he went from AI skeptic to strategic adopter—rewriting his workflows, client communications, and pricing strategy to future-proof his business.

Join us as we explore how to move beyond simply offering AI-enhanced services—and start leveraging AI to boost profitability, streamline operations, and establish your agency as a leader in this new era.

Paolo Vidali is the founder of Hidden Gears, an agency specializing in e-commerce and Shopify. With over a decade of experience in design, development, and digital marketing, Paolo shares his journey into agency ownership and discusses the challenges and rewards of building a small, distributed team across the US and Europe, as well as the factors that are informing his evolving policies on AI use.

In this episode, we’ll discuss:

• Why expertise will still set you apart in the era of AI.

• How Paolo went from AI skeptic to viewing it as mission-critical.

• How you can change your agency’s game by integrating AI into your operations. 

Subscribe

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Making a Low-Risk Jump to Entrepreneurship

Paolo sees his road to owning an agency as accidental, in the sense that it was never the plan to do it full time. Initially working for a digital marketing agency focused on B2B and lead generation, he began freelancing on the side. A couple of years into this, however, he realized the work he was doing on the nights and weekends was scalable and something he could ultimately grow.

Back then, the jump to entrepreneurship seemed like a move he could realistically make without risking much of the low-cost lifestyle he led at the time. If anything went wrong, he’d just go back to working for an agency. He ended up building a successful organization he has intentionally kept small to maintain the close client relationships and team cohesion that have become hallmarks of his business model.

How AI Went from “Maybe” to Mission-Critical

After being in the world of e-commerce for over a decade, Paolo has witnessed firsthand the evolution of digital marketing and the rise of platforms like Shopify. And although he initially didn’t believe the AI hype, it soon became apparent that the landscape was shifting dramatically. It was time to establish policies that dictated how staff and contractors would interact with this technology, so the agency would always be involved in how they experimented with it.

The team's approach to AI evolved in two parallel tracks: externally, they carefully calibrated AI integration based on individual client preferences, while internally conducting tests to identify operational efficiencies.

Years later, what Paolo originally envisioned as merely a future service offering has instead become fundamental to the agency's internal operations, with AI tools now dramatically reducing time spent on previously labor-intensive tasks like content creation, customer support, and data analysis.

Why Expertise Will Still Set You Apart & How This Can Affect Your Pricing

Predictably, one of the concerns around AI as its usage spread was around agencies becoming obsolete. In reality, Paolo can clearly see the difference between his team using AI, with many hours dedicated to understanding the technology and using it effectively, and any random person using the same tools. Now the challenge becomes how much value to place on that knowledge when it comes to their overall prices.

Should they charge based on the time saved through automation, or should they consider the expertise required to generate quality outputs? Much like Paolo’s mother can still out-Google him thanks to her deep understanding of information retrieval as a librarian, professionals in the field now possess the knowledge to input data effectively and assess the quality of the results produced by AI.

This is why agencies should be charging on a value-based model instead of hourly rates. The technology certainly aids in finishing the tasks a lot sooner, but it’s the agency’s knowledge of the tools that helps complete the task efficiently.

ChatGPT Changed the Game—Now Agencies Have to Raise Theirs

Paolo's team is conducting systematic A/B testing to evaluate AI's potential impact on their agency workflows, quantifying time savings and process optimizations to determine where technology genuinely enhances value.

To foster innovation while maintaining control, Paolo encourages staff to explore diverse AI tools during personal time and share promising discoveries, while implementing strict data protection protocols. Client information can only be processed in secure, isolated environments that prevent data from being incorporated into learning models, which led to his specific ban on Deepseek.

AI has already found practical applications throughout the agency. Paolo personally leverages it for copywriting and proposal refinement, appreciating how it enhances professionalism and improves success rates. His team is also using AI for drafting content, something clients are notified about and an area where they are aware the AI results will still need to be fact-checked and revised. In his view, the use of AI has to be justified as being something that adds to the process to save time, cut costs, and improve results, rather than simply being a crutch.

Overall, Paolo does think that the way people now shop for and consider content services and content marketing has forever been changed. He’s already seen a decline in companies’ investment in SEO, since clients feel there’s no need if they can just ask ChatGPT to write that content. Despite this shift, he remains confident that agency expertise produces superior results. The challenge facing agency owners now is strategic adaptation—integrating AI capabilities while demonstrating their distinctive value in an evolving digital 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.

Is remote agency life really the dream? While many chase the freedom of working from anywhere, the reality is far more complex. In this episode, Lisa Larson-Kelley shares how she built a high-performing remote team—without sacrificing culture, communication, or control.

Today’s featured guest decided long ago that she prefers the remote option and shares what really makes remote work actually succeed. For her, it comes down to two crucial elements:

1. Creating a solid structure for clear communication and aligned goals

2. Hiring people who thrive in self-led, remote environments

Tune in to hear how she built these systems into her agency—and how she still prioritizes meaningful, in-person connection to strengthen team culture.

Lisa Larson-Kelley is the CEO and founder of Quantious, a marketing enablement agency specializing in B2B tech companies. Her agency has worked with some of the biggest tech companies in the world, starting with Adobe and building relationships that would later take them to work with Google and Meta. Currently, she’s looking forward to leveraging this experience working with big companies to create lasting relationships with smaller startups and mid-market companies as well.

She talks about the challenges and benefits of running a remote agency, how she finds talent suited for remote work, and how implementing EOS in her agency operations improved her business’ structure, communications, and employees accountability.

In this episode, we’ll discuss:

• How EOS gives structure and accountability.

• The traits she looks for when hiring remote talent

• How she keeps team culture strong with in-person retreats

• Why remote work isn’t “easier”—but can be better with the right systems. 

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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.

A Pivot Fueled by Adversity

Lisa began her professional journey as a developer, then transitioned to freelance consulting. Seeing she had a knack for explaining technical processes, she took some writing courses and expanded her abilities into content writing. Lisa’s freelance work soon attracted several major tech companies.

The growing demand for her services prompted her to hire her first intern through Craigslist, initially viewing this expansion as an extension of her freelance business. However, when her husband fell seriously ill, Lisa's need to provide financial stability for her family motivated her to formalize and grow her operation into a proper agency. What had started as individual consulting work had evolved into a full-fledged business born of both opportunity and necessity.

Why Lisa’s Agency Thrives Remotely—And How Yours Can Too

Since founding her agency, Lisa has maintained a primarily remote operation. She did try to run the team from an office a little before Covid restrictions came to send everyone home again, but was finding it tedious, with common complaints about people’s choice of food or annoying habits. It seemed as though petty distractions disappeared once they returned to remote work.

As the owner of a remote agency, Lisa admits this modality isn’t easier—it’s just a different kind of hard. To truly succeed, agency owners who want a remote team must take care to carefully choose people suited for this type of work. Some people really do need the presence of someone keeping them accountable. These people find that on-site work provides them a sense of structure and that the interaction with teammates helps improve their performance.

Lisa looks for workers who are able to self-manage and are results-oriented. Her team always has access to managers through Slack, of course, but they mostly prefer to manage their work and their time to better fit their lifestyles. Remote teams can leverage technology to enhance collaboration and communication, using tools like video conferencing, project management software, and instant messaging platforms allow team members to work together seamlessly, regardless of their geographical location.

Assessing Candidates’ Adaptability to Remote Work

Not everyone is suited for remote work, so after assessing a candidate’s suitability for the role based on their skills and experience, Lisa also looks to identify whether or not they are suited to work in this modality. If you have struggled finding workers who thrive in a remote setting, try to use assessments and structured interview questions to gauge a candidate's suitability. For instance, asking about their strategies for maintaining accountability can reveal much about their potential success in a remote setting.

Furthermore, candidates who have previously navigated remote roles often have the skills and mindset necessary to thrive in similar environments. This experience can translate into a more seamless integration into a remote team, as these individuals are likely already familiar with the challenges and best practices associated with this working style.

How EOS Can Transform Your Remote Agency Operations

The Entrepreneurial Operating System (EOS) has helped many agencies create the sense of structure that some remote teams may be missing. In it, every worker has their goals, so they know what they’re working towards, as well the agency’s goals for the quarter, so everyone can grow in the same direction.

It wasn’t immediately easy or intuitive for Lisa to implement EOS into her agency processes. She read the book and tried to self-implement it unsuccessfully. It wasn’t until she was introduced to an implementer who could help her with the process and keep her accountable that she felt she was on the right path with this system.

With expert guidance, structured meetings became the cornerstone of Lisa's agency operations. These non-negotiable, regularly scheduled sessions ensure team alignment and individual accountability. Using Ninety software, Lisa's team conducts highly organized meetings with clear agendas and built-in timers that keep discussions focused on measurable outcomes and actionable tasks. This systematic approach eliminates wasted time while fostering a culture where team members understand their specific responsibilities.

This framework helps Lisa establish high-level objectives aligned with her agency's vision, then break these down into manageable steps by working backward from desired outcomes. For instance, if an agency aims to achieve $20 million in top-line revenue and $10 million in net profit, how does this cascade down to individual team members? This clear linkage between daily activities and long-term objectives helps create a culture of accountability and proactive engagement.

Structuring Professional Growth in Remote Agencies

Part of the changes introduced with the use of EOS was establishing clear pathways for employee growth, something that employees themselves asked for. While tenure still influences senior positions, the agency's COO developed a three-stage framework that provides visual clarity for professional development.

• Seed: Your ground-level tasks for any particular role.

• Blossom: Demonstrating confident competence and Independence in that role.

• Bloom: Preparing for advancement to the next position.

Interestingly, this framework is not necessarily linear recognizing that personal circumstances may cause employees to move between stages. If an employee shifts from "Blossom" back to "Seed," management initiates supportive conversations to discuss their situation and explore potential paths forward based on the employee's choices.

This is an important initiative that all agency owners hoping to scale their agency should consider as it forces you to think about ways to scale your team and locate the leaders that will help take the pressure off you as you start to delegate responsibility to them. Furthermore, you’ll be taking action to help your team take ownership of their roles, thus increasing retention as you motivate individuals who could get frustrated if they don’t see growth opportunities.

How In-Person Retreats Build Camaraderie in a Distributed Workforce

Running a remote agency takes a lot of organization, structure, and also an appreciation for in-person connection. Lisa understands that while tech keeps teams connected, it can’t replace the depth of real, in-person connection.. Hence, to encourage team bonding, she organizes a team retreat, that most recently took the team to Puerto Rico, for a few days of team building activities, but mostly to just be together in the same space.

This is a great lesson for agency owners who want to run a remote agency. Building camaraderie through in-person connections will also have practical implications for agency growth. In-person retreats and gatherings can serve as platforms for discussing career aspirations, setting goals, and mapping out pathways for professional growth, as well as fostering stronger relationships, enhanced communication, and a more cohesive work environment.

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 scaling your agency didn’t mean more stress, but less? Discover how Devon Hayes and Amanda Joyce turned partnership into freedom—and how you can, too. If you’re an agency owner ready to stop grinding and start growing, this episode is for you.

These two entrepreneurs joined forces as partners specifically to navigate this growth journey together—and witnessed how this strategic decision created the growth, impact, and freedom they had always envisioned. Tune in to discover their realization that scaling represented not an additional burden but rather the crucial shift from merely sustaining their businesses to expanding them intentionally and the ongoing challenges they continue to face as they adapt to this exciting new chapter in their entrepreneurial journey.

Devon Hayes and Amanda Joyce aren’t just agency owners—they’re proof that collaboration can unlock freedom. With deep experience in PR, construction, and financial services, they share the lessons they learned the hard way—so you don’t have to.

They are co-founders of Elevation Marketing, a company specializing in the home services niche, including roofing, custom home building, and plumbing. They share their journey of coming together after running their own agencies and what inspired them to start their first businesses.

Additionally, they’ll share what drove them to choosing their current niche and the lessons they’re still learning about building their client pipeline and going beyond being referral-based.

In this episode, we’ll discuss:

• Joining forces to unlock freedom.

• Finding the winning niche.

• Why scaling is worth the fear. 

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Joining Forces to go From Solo Struggles to Shared Success

Before meeting, Devon and Amanda were forging separate paths as agency owners, both yearning for greater freedom and support in their professional lives.

Devon worked some time doing marketing for companies in engineering and construction and moved on to the financial industry thinking the bigger paycheck would be enough to make her happy.  However, just nine months later she felt like a prisoner of the corporate world, while her husband – a business owner – enjoy the flexibility to pursue passions like snowboarding. Inspired by his freedom, she leveraged her corporate contacts and industry knowledge to launch her own business, determined to reclaim control of her time.

For her part, Amanda started working for an agency right out of college. Armed with a degree in PR and journalism and zero knowledge about the digital marketing world, she quickly developed expertise and built her own client relationships. As her confidence grew, she realized she didn't want the constraints of office-based work. Since it was the early 2000s, the thought of working remote was unimaginable and something she would have to pursue on her own. Finally, she started her own small niche agency in 2007.

Of course, both women soon discovered that entrepreneurship wasn't the straightforward path to freedom they'd envisioned. Their businesses brought stress, sleepless nights, and the weighty responsibility of delivering results for clients. The service-based nature of their work meant constantly seeking ways to improve outcomes, often making it difficult to maintain focus amid competing priorities.

When Devon and Amanda finally joined forces in 2019, they brought together the valuable lessons each had learned about the industry and business ownership—creating a partnership built on shared experience and complementary strengths.

A Collaboration to Unlock Freedom and Have a Higher Impact

Even before joining forces, Devon and Amanda were working together in several projects and found they complemented each other very well. In fact, Amanda felt their projects together were the ones causing her less stress. While working with Devon meant she had someone covering for her while she was on vacation, for instance, the clients from projects she was handling by herself wanted her attention 24/7.

Both women had achieved a level of success that allowed them to pay their bills and maintain a comfortable lifestyle but realized that to truly thrive, they needed to shift their focus from merely sustaining their businesses to scaling them.

More than just a desire for more revenue they understood the benefits that would come from collaboration. Wearing multiple hats and managing every aspect of their businesses was unsustainable. Instead, merging their strengths and resources, would allow them to create a more efficient operation that allowed them to focus on their core competencies.

Furthermore, Amanda liked the idea of having someone to discuss her ideas with, something she missed from her days of corporate work and that can be invaluable for agency owners who constantly feel isolated and burdened by their responsibilities.

The Pivot that Paid Off: Finding Their Winning Niche

Even though Devon and Amanda initially targeted the roofing industry, they quickly lost focus and found themselves working with an eclectic mix of clients across dog training, cannabis, IT, and other unrelated sectors. This scattered approach, while diverse, undermined their ability to establish a distinctive brand identity.

Thankfully, they later found their footing through their engagement with the Breakthrough Academy, a contractor coaching group. By connecting with contractors in various trades, including electricians and landscapers, they discovered a niche that aligned with their strengths and expertise. Soon they were delivering exceptional results for clients in plumbing, electrical, and landscaping businesses and – even though they hesitated to make it official – they had a niche.

Furthermore, coming together proved to be the best decision once they realized that the home services market was saturated with subpar providers, and hence scaling their business was also an opportunity to reach a broader audience and amplify their message as credible thought leaders. This mission directly inspired their podcast as a platform to spread their message and positively impact an industry often plagued by questionable practices.

The next challenge they face is expanding beyond referral-based growth to develop a sustainable client acquisition pipeline.

Why Scaling Your Agency Is Worth the Fear

Although Devon and Amanda ultimately decided to scale their business to reach a wider audience, many agency owners initially resist growth, fearing it will only increase their workload and responsibilities.

While expanding and managing a larger team may seem daunting, the ability to focus on the aspects you love while delegating tasks that others could handle more effectively proves tremendously rewarding.

Amanda, for instance, was excited to find people who excelled in areas where she struggled and empowering them to thrive. Once she did, she was able to delegate all the content creation work she had been handling and focus her time on different areas.

This is a step that agency owners will get to enjoy not only when they find the right talent but specifically when they find self-managing professionals who take ownership of their work. It’s a move that will take you to a remarkable milestone —the moment when new clients are successfully onboarded without requiring any involvement from the founder.

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 are you adapting to the many changes in the industry and economy? For many agency owners this is a golden era for the business. Of course, not everyone will thrive—success depends largely on your ability to adapt.

In this episode learn how our guest has mastered adaptation through several economic downturns over the years, emerging from each crisis as a more prepared and confident leader. Today, he shares the pivotal moments when his agency could have joined countless others in closing their doors, but instead discovered pathways to emerge stronger than ever.

Tune in to learn how he navigated each crisis, how embracing remote work has enhanced nearly every aspect of his agency's culture and operations, and why he firmly believes that despite—or perhaps because of—today's challenges, there has never been a better time to be in the agency business.

Dan Kahn is the founder of Kahn Media, an integrated marketing agency specializing in automotive and luxury brands. He shares insights into his journey in the marketing world, starting with public relations and evolving into a diverse agency model.

Dan also looks back at the different ways he handles times of economic downturns in his agency, and how his leadership was shaped by these times of turmoil. Additionally, he introduces his newer venture, TRED, an outdoor recreation-focused agency emphasizing experiential marketing.

In this episode, we’ll discuss:

• 3 ways to weather economic downturns.

• Learning to be a better leader for a remote team.

•  Focus on the media, not the message.

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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.

Sometimes Bigger Clients Doesn’t Equate to Big Success

Dan grew up watching his father weather the volatile nature of business ownership and promised himself he'd never subject himself to such instability. However, his passion for automobiles guided him along a path from automotive journalism to PR work, and ultimately to founding his own agency.

Hence, his entrepreneurial journey began with a strong foundation in the automotive industry, where he built a solid reputation working with notable clients like Lotus and Maserati, and handling high-profile events such as the SEMA automotive trade show. However, his ability to adapt was truly put to the test during the pandemic.

When the world came to a standstill in 2020, many businesses found themselves grappling with significant revenue declines and uncertainty about the future and his agency was no exception. Dan found that while most of his corporate clients were pulling back, smaller clients like Lotus were easier to innovate with and willing to test new approaches.

This is how he came up with the idea of handling car delivery services directly to journalists. With automotive press fleets locked down and journalists confined to their homes, Dan and his team were gaining lots of attention with this stunt, to the point that they achieved greater media exposure than larger competitors like Porsche.

3 Ways to Face Times of Economic Crisis

1. Grow stronger as a leader

According to Dan, he was a different type of leader back when he faced his first economic downturn in 2013 and, as a result, defaulted to putting everything on his shoulders. Having experienced consistent 50% growth for several years, he felt the agency was doing well enough and he could lay back on doing new business development.

Unfortunately, this decision coincided with some critical financial decisions. They had relocate to a more expensive town while taking on higher office rent and lost two big clients in one week.

His world came crushing down, he burned through his savings, and it took a lot to get through that situation. With no delegation strategy in place, Dan shouldered the entire burden of recovery himself. His dreams of reducing his workload vanished as he struggled to lead the team through this crisis. While the agency eventually recovered and emerged stronger than before, the experience took a toll on his health.

2. Innovate and pivot quickly

When the global shutdown of 2020 threatened Dan's agency with another economic disaster—particularly since events accounted for 30% of their revenue were canceled in rapid succession, Dan found himself in a better position to face the situation this time.

He had a good leadership team, excellent client relationships and the agency was overall better prepared to figure out how to stay afloat during lockdowns.

Rather than shouldering the burden individually, Dan and his leadership team collaborated closely with clients to develop innovative alternatives and pivoted quickly to create virtual experiences that maintained audience engagement despite physical restrictions.

3. Execute the highest levels of service

Finally, the agency’s latest critical moment happened last year, during economic shifts that hit many industries. Clients were pulling back on expenses as Dan had just launched a second agency, which requires a huge amount of capital. In part, it was the result of normal economic cycles during an election year but Dan admits it was also the result of poor planning on his part.

After spending much of 2023 investing the first agency’s profits into the launch of the second agency, it hit him in December that clients’ annual contract renewals weren’t going as smoothly as he’d hope. He started to see just how bad Q1 of 2024 could be if he didn’t course correct.

Once again, he relied on his team, who were tasked with continuing to execute at the highest level while he focused on business development. He also started focusing more on growing existing clients, after years with a laser focus on new business development, and invested some of his own savings into pulling the agency back up.

Dan was also honest about the agency’s situation with some key clients, who agreed to pay the year in full with a discount. Finally he put a heavy focus on delivering the best customer experience – aiming to become undeniable – following the teachings of Unreasonable Hospitality, by Will Guidara. The team all read the book and were instructed to apply those principles with each client.

The result? Q1 was still a mess but things turned up by Q2 and by the end of the year they had record revenue and profits.

Choosing Results Over Proximity

Like many agencies, Dan’s business runs most operations on remote, with only five to six team members coming into the office on a regular basis and some coming in once or twice a week. Although this shift does make it harder to get everyone on the same page and focused on the same target – and it does make training harder –, Dan admits it’s better in almost every other aspect.

Most critically, the remote structure grants access to an elite talent pool—a priority Dan values far above physical proximity. Whether team members work part-time from Alaska or elsewhere, his focus is on results rather than location.

With a leadership philosophy that has changed from micromanaging to inspiring, he understands you need to trust your team to work remote. This comes after a lot of personal development work as he learned to listen more effectively and improve as a leader by taking guidance from his own team. This then led to identifying some necessary changes in the agency’s culture, including replacing senior staff members who lacked leadership qualities. Now, instead of managing his team and overworking himself, he takes the time to enjoy his life.

Finally, coaching and therapy have also help Dan open his eyes to the importance of diverse personality types within a leadership team. While he used to expect his team to tackle any situation exactly as he would, he now appreciates that this kind of mindset can lead to chaos in the team. Instead, varied perspectives in decision-making processes can lead to much better results.

Why this is a Great Time to be an Agency Owner

With traditional media on its deathbed, Dan believes this is actually the golden age for agency business, positioning communication professionals at the forefront of media evolution. He sees this as the optimal moment to launch podcasts and establish dominance in emerging media channels.

Not everyone will adapt to these changes, and some agencies are struggling because of this. However, if you can adapt and make the best of this unbelievable moment in time with innovations like AI and much more freedom to be creative and innovative, you stand poised to thrive.

Furthermore, nowadays people are much more willing to work with smaller agencies, relieving agency owners from the expectations of having a huge team or a fancy office. Instead, you get to focus on the ideas and building the best team possible with people from all over the world, which makes it a great time to be in this 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.

Do you feel stuck in your agency journey? Are you trying to figure out the next step to grow? Don’t know what you don’t know but you DO know something is holding you back? These can be hard questions to figure out when you feel you have little to no support to help you identify areas of improvement and make necessary changes. This featured guest felt her agency was doing well with their defined niche, and capabilities. However, something was missing — as an owner, she felt isolated. This all changed when she joined an agency owner community where she could openly share her doubts and struggles while receiving actionable feedback and support.

This pivotal decision transformed not only how she operated her business but also accelerated her personal development as a leader. Discover her experience building a business, the defining moment when she first identified as a true entrepreneur, and the two critical pivots that marked significant milestones in her agency's growth trajectory.

Jennifer McPherson is the owner of Chickenango Marketing Solutions, a specialized marketing agency focusing on public involvement and marketing for engineering, construction, oil and gas utility clients. She shares her journey from spending 27 years in marketing roles within engineering firms to launching her own agency seven years ago.

She discusses the motivation behind her transition and the challenges of building a business from the ground up. Jennifer reflects on the moment she realized her agency had truly become a real business and why the mastermind community has meant so much in the growth and self-improvement she’s experienced in recent years.

In this episode, we’ll discuss:

• Community as the solution to agency owner isolation.

• Stop relying on project-based work.

• Finding fulfillment in the agency journey. 

Subscribe

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

The Leap from Corporate Marketing to Agency Founder

Jennifer spent most of her career working on marketing roles within engineering firms, taking the step to venture on her own just seven years ago. Feeling a need for a change in direction, she set out to create an agency that would focus more on the engineering, construction, and oil & gas niche.

Building her business, Jennifer quickly discovered that agency ownership extended far beyond simply practicing her marketing expertise independently. It demanded she master numerous aspects of running a company and navigate countless unexpected challenges. Despite these hurdles, she didn't fully perceive her venture as a legitimate business until she began hiring employees. Suddenly, her agency was no longer just a personal side hustle but an enterprise supporting other people's livelihoods, adding a profound layer of responsibility to her role as founder.

2 Pivots That Changed the Agency’s Growth Trajectory

In the years following her agency's launch, Jennifer achieved notable success and growth. Despite her professional achievement, she felt increasingly isolated in her role as an agency owner. Without connections to peers facing similar challenges, she lacked a support network of individuals who truly understood her unique experiences. Looking back, two important shifts got her out of that place:

1. Community. Discovering Agency Mastery was a complete game changer for Jennifer. (This isn’t just a shameless plug — but if not us, then find your people!) In addition to being the support she needed, this agency owner community also completely changed the way she ran her agency. With the mastermind’s support, she went from figuring things out on her own to hiring a Chief Operating Officer, implementing efficient systems, and shifting her focus from being an operator to a true leader. The community also helped Jennifer get over the need to compare her success to others. The inherently competitive nature of the agency world often fosters unhealthy comparisons based on incomplete information about others' successes. Through her mastermind involvement, Jennifer gained insight into fellow owners' challenges, recognizing most face similar obstacles. She’s also learned that community, a laser focus, and the right systems are the only things that will help you get by during rough patches.

2. Predictable Cash Flow. Another pivotal moment was restructuring her business model to reduce dependency on project-based work. Her agency's focus on public involvement had previously meant operating on a project-by-project basis, a very difficult model to sustain since you’re always choosing a next project and not building recurring revenue. With this pivot, her agency can now focus more on growth and building a pipeline to secure recurring revenue. This way, she is finally stepping out of being in the business to working on the business and focusing on its future. She is able to see that the future of her agency is beyond just her involvement.

Finding Fulfillment in the Agency Journey

Entrepreneurs often become fixated on end goals—whether it’s selling a business, achieving financial independence, or reaching a certain level of market dominance. However, to make your business journey a truly fulfilling one, you’ll need to do more.

The journey of entrepreneurship is not just about hard work and determination. Luck and having the right team and community all play a role in what you enjoy doing and what you come to know as your agency’s success. Many agency owners may feel frustrated by the daily grind and dream of selling their agency to feel free, but come to miss team work and sense of accomplishment after selling. Recognizing that the journey involves both struggle and triumph allows entrepreneurs to appreciate their efforts and find value in the process.

In her experience, Jennifer loves the relationship building and connections as much as she loves winning. This is why she has come to define success as a journey is rich with learning opportunities, personal growth, and meaningful connections that contribute to a fulfilling entrepreneurial 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.

Have you ever turned to freelancers to grow your agency’s capabilities? What about using fractional support once you realized you couldn’t do everything as the founder and face of the agency? What if the key to sustainable growth isn’t building a massive in-house team, but leveraging the right fractional support at the right time?

Today’s guests are two agency owners who turned a modest freelance setup into a thriving multimillion-dollar business—largely through referrals and the strength of their personal networks. They share how a flexible team of contractors became their secret weapon, offering the agility to scale without the overhead of a traditional agency structure. Tune in to learn how former competitors found a way to build a successful collaboration and why fractional support was a big part of their operation from the start.

Sydney Mulligan and Lauren Aquilino are the co-founders of Emmie Collective, a for-hire network of elite independent & freelance marketing, sales, and revops consultants with big tech energy. They share their journey of entrepreneurship, reflect on their backgrounds as former competitors in the marketing industry, and the bond that brought them together.

Sydney also recounts her experience of being laid off while on maternity leave, which sparked the idea for Emmie Collective while Lauren discusses her transition from freelancing to building a business as demand for her services grew.

In this episode, we’ll discuss:

• Why the fractional model was the best option for bootstrapping an agency.

• When should the agency owners stop being the face of the agency?

• External funding vs. control in agency growth. 

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 Competitors Become Co-Founders

Before forming their partnership, Sydney and Lauren worked at competing agencies while also participating in Marketo's customer champion program. Their paths diverged when both eventually left their respective agencies—Lauren to pursue freelance work, initially planning for just 10 hours weekly during summer to rest after quitting her job. However, her freelance business quickly expanded beyond expectations, growing to 20 hours weekly and requiring additional contractor support.

Meanwhile, Sydney had taken an in-house position but faced an unexpected setback when she was laid off during her maternity leave. As she navigated the job interview process, she began conversations with Lauren, who was contemplating transforming her freelance operation into a formal business. Lauren recognized Sydney as a valuable potential partner—in fact, the only person she would consider building a business with.

After discussing their business vision, they decided it was time to meet face-to-face. Their first in-person meeting in Florida became what they jokingly refer to as their "speed dating" session. During this three-day encounter, they exchanged ideas and developed business plans while Sydney cared for her six-week-old baby. The meeting proved decisive—by the time they both landed back home, they had confirmed their mutual desire to build an agency together.

Why the Fractional Model Is Best for Bootstraping an Agency

Their participation in the customer champion program helped Sydney and Lauren establish strong reputations within a specialized niche market. With this foundation, they were able to launch their agency business with a strong base of referral clients.

One unexpected advantage they discovered was the relative ease of attracting consultants eager to work with their new agency. Anticipating potential staffing challenges typical for startups, they had proactively designed their business model around freelancers and contractors. This strategy allowed them to sidestep the common industry pressure of requiring employees to meet specific billable hour quotas. Instead, freelancers had the flexibility to determine their own workload and schedules.

To this day they continue to work with consultants, firmly believing that fractional support provides clients with optimal access to senior specialized expertise. By leveraging fractional experts, their agency effectively addresses specific client challenges, enhances operational efficiency, and frees internal resources to focus on strategic growth initiatives.

When Should the Founders Stop Being the Face of the Agency? Balancing Growth and Client Relationships

Sydney and Lauren's agency growth eventually confronted them with the challenge of hitting the limit on what they could do by themselves. With the agency growing, more and more clients and consultants coming in, and traveling for events, it just got to be too much.

Sydney recalls a particularly stressful period when she felt overwhelmed, unable to keep track of their growing client base and the myriad responsibilities that came with it. They recognized they could no longer manage everything alone. When an agency owner clings to control it causes issues with bottlenecking, even become an operational issue and their agency’s biggest profit leak.

For Sydney and Lauren, was time for a change and the first crucial step was hiring a fractional account manager to ensure there was someone else keeping track of every client. This not only alleviated some of the burdens on Sydney but also allowed them to focus on strategic growth rather than getting bogged down in day-to-day operations.

It’s not an easy shift to make, and quite tricky for Sydney and Lauren, who built the agency on the back of their own networks and therefore are still the face of it. They continue to wrestle with how much to pull back, risking that clients feel they no longer interact with them.

For those facing similar challenges, it's worth noting that even prominent agency leaders like Gary Vaynerchuk maintain their status as organizational figureheads while having minimal involvement in daily operations. This successful transition typically requires thoroughly training team members in core agency values to ensure consistent decision-making and actively promoting team capabilities to clients—emphasizing that a dedicated team provides superior service compared to founder-only support.

External Funding vs. Control in Agency Growth

After bootstrapping their business, Sydney and Lauren now face the question of whether or not to take on funding to continue to scale. While they recognize the potential advantages that investment capital could bring—accelerated expansion and resources for recruiting top talent—they also remain cautious about the significant tradeoffs involved.

Most of all, they worry about the fundamental shift from being independent business owners to essentially working for investors since "once you start raising money, you'll always be raising money"—with a continuous cycle of accountability to external stakeholders.

For the time being, they continue to prioritize maintaining complete control over their growth trajectory, preferring the stability and autonomy of their current approach even if it means potentially slower expansion.

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 sales system in place for showcasing your agencies services at a low-cost price point that creates an easy “yes” for your prospects? Many agencies are giving away insights in order to land big projects. However, a well-crafted foot-in-the-door offer helps you close clients faster by giving them a taste of what it’s like to work with your agency, but also allows you to qualify whether a prospect is the right fit for your agency and team.

Today’s featured guest shares how productizing his offer helped streamline his sales process and communicate a clear value proposition. Furthermore, after building his strategic foot-in-the-door offer, he’s been testing different pricing models to make it an easy “yes” for prospects while still attracting high-quality clients.

Discover practical insights on scaling your agency, improving your sales strategy, and boosting conversion rates with intentional, value-driven offers.

Spencer Powell is the founder of Builder Funnel, a digital marketing agency with roots in direct mail. He shares his journey transforming his family's direct mail business into a digital marketing powerhouse, discusses strategies for converting clients faster and easier, and talks about his recent experience building a foot in the door offer, which he is currently in the process of adapting and testing.

Spencer has been on the show before talking about the game-changing move to get paid for strategy instead of giving away ideas and research for free.

In this episode, we’ll discuss:

• How a productized offer can revolutionize conversions.

• Building a successful foot-in-the-door offer.

• How could rethinking the entry-level pricing benefit sales?

Subscribe

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Three Generations of Marketing Evolution and Adaptability

Spencer's marketing roots run deep as part of a family legacy. His grandfather established a direct mail company that his father later acquired in the 1990s. Demonstrating entrepreneurial spirit early on, Spencer launched his own social media business as a side hustle immediately after college.

The family business reached a turning point when Spencer's father attended an industry event where he heard direct mail was becoming obsolete. Recognizing the need to evolve, he invited Spencer to help transition the agency into the digital era. Together, they developed the agency’s brand, realizing that having a niche would be an important to create a competitive advantage. This new direction proved so promising that they eventually sold off the direct mail division to concentrate fully on growing their digital brand. As the final step in this transformation, Spencer ultimately purchased his father's ownership stake and continued driving the business forward.

How a Productized Offer Revolutionized Conversion Rates

Like many agency owners, Spencer allowed himself to be in the sales seat for far too long, with an offer that included building custom proposals for all incoming prospects – a time-consuming process with unpredictable returns.

The first step out of this was productizing his offer, which led to the creation of the "Remodeler Marketing Blueprint," a fixed-fee service providing clients with comprehensive one-year marketing strategies. This productized approach served dual purposes: it systematized the sales process while establishing a clear value proposition. Clients were offered to either implement the strategies independently using provided resources or hire the agency for full execution.

By doing so, his agency not only streamlined their sales process but also established a clear value proposition and the agency's conversion rates soared from 15% to 70%. Despite this success, a one-year marketing plan was still a huge undertaking and there was opportunity to develop an even more accessible entry-level offering that could serve as a true foot-in-the-door product.

3-Step Agency Sales System to Build a Foot-In-The-Door

Per Jason’s suggestion, Spencer and his team borrowed the structure to build a foot in the door strategy and set up a discovery call – ranging from 15-30 minutes – which they use to assess if the prospect is a good fit, in the right industry, and are asking for services that the agency offers.

If this discovery call is a success, the team will move on to selling a marketing framework call, a $497 call where they do an exhaustive run through of their website, look into their SEO and ads, and walk them through their Attract, Convert, and Measure framework. At the end of the call, the client will either take what they’ve learned and implement it themselves, move on to the next step of working with his agency, or ask for their money back.

The framework was a success, with 35.5% of those who participated in the framework call converted into clients last year. Jason emphasized that the initial discovery call should evaluate whether prospects would be good long-term agency partners rather than just qualifying them for the framework call. Following this advice, Spencer encourages his sales team to book as many calls as possible, to get the practice they need to start discerning which prospects would actually move ahead to work with the agency and which never intended to get beyond that call.

Implementing these steps was a real game changer for Spencer, who can now continually tweak, update, and improve it by recording the sales calls and review them with the team to highlight successes and room for improvement.

All in all, the structure of an offering ladder will make it easier for the prospect, the sales team, and overall for the agency to offer value and better qualify clients.

Rethinking Entry-Level Pricing

Now, Spencer is in the process of reviewing his agency’s foot-in-the-door pricing, by lowering it from the current $497 to around $197. Why charge less? Spencer finds that prospects often need to consult with higher-ups before committing to the current Price, which either slows down the process or could be the end of that interaction. However, these sorts of instances could indicate they’re not speaking with a decision-maker, which agencies ideally should be when it comes to selling a foot in the door.

For now, early results indicated a promising trend, with a notable increase in the number of scheduled calls and successful conversions. On one hand, this is a positive development, but it could also mean that the lower price point is also attracting prospects who are not the agency’s ideal client.

The team is exploring different ways to frame this pricing adjustment, such as positioning it as a limited-time offer or explaining that while the agency barely breaks even at this price point, it serves to identify genuinely interested prospects. They're also careful to clarify that this special rate doesn't reflect their standard hourly billing, which is substantially higher.

It’s something that Spencer will continue to evaluate with his team. If the lower price helps them acquire more clients monthly, it may prove beneficial in the short term and something they can revise in a couple of months looking, for instance, at client retention and how those relationships ultimately played out.

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 often and effectively do you communicate with clients? What strategies are you implementing to build trust and develop lasting relationships to retain good clients? We all have blind spots in business, and today's featured guest identified one of the most significant ones for business owners is client communication and how messages succeed or fail to get through effectively.

He’ll share his journey of starting a business with the mission of helping business owners identify and repair communication gaps with clients to forge stronger relationships and discuss how he found his niche. He'll also address common communication blind spots that undermine client relationships and emphasize why agency owners must remember that this is fundamentally a relationship business—one where building connections should precede any sales pitch. Join us for insights into marketing, communication, and the importance of addressing blind spots in both business and life.

Tim Riddle is the founder of Discover Blind Spots, a marketing agency that specializes in helping financial advisors uncover and address these blind spots in their marketing and messaging. He shares his journey into the marketing agency world, the origin of his agency’s unique name, and how his exploration of blind spots in life led him to identify communication as a critical area where businesses often struggle.

In this episode, we’ll discuss:

• Choosing a niche in solving their common blind spots.

• 2 key elements of client communication.

• Letting clients have the spotlight to build trust. 

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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 a Niche and Solving their Common Blind Spot

Tim's agency name, Discover Blind Spots, originated from a book he had written years before contemplating entrepreneurship. In "Blind Spots: What You Don't See Can Hurt You," he explored various cognitive and perceptual gaps people commonly experience. During his research, he found one theme kept coming up: communication failures.

With entrepreneurial insight, Tim recognized this widespread communication gap as a potential business opportunity. He launched his venture with an ambitious vision of transforming business owners' careers through improved communication. Despite starting with no clients and no immediate prospects, he couldn’t let go of the idea without at least trying.

Initially, he started by offering his services for free asking only for positive reviews, aiming to build credibility and visibility. However, the true turning point came unexpectedly during a conversation with a friend who was a financial advisor.

During their conversation, Tim inquired about his friend's client relationship management approach and got the typical answer of meeting with them for lunch every once in a while. When Tim learned his friend had approximately 300 clients but had only arranged a handful of lunches that year, he saw an opportunity to fill that communicational gap and offered a tailored solution that included creating content, both video and written that would reflect the advisor's voice and perspective, to authentically communicate and engage with his clients.

It was a risk to pivot his focus towards financial advisors, a sector he had not originally planned to target, but it was this very risk that led to the establishment of a successful niche for his agency.

Transitioning to Premium Pricing Based on Value

While that was his first introduction to what would become his niche going forward, it did not immediately translate into paid work. The relationship with this financial advisor served as a crucial stepping stone rather than a direct revenue source. That milestone came later, as Tim’s friend introduced him and recommended him to more potential clients and his opportunities in the sector grew.

Once he saw the opportunity to monetize his services, Tim started by charging a modest $500 per project, a common approach among agency owners. Finally, once he landed his first big client, he was asked to come up with a monthly fee and upgraded to charging $5,000 per month. It was a shift to a value-based pricing model most agency owners take too long to adopt and a starting point to truly start scaling the agency.

2 Key Elements of Top-Notch Client Communication

We've all experienced customer service that starts strong during the sales process but deteriorates once the purchase is complete. Poor follow-up communication leaves clients with unanswered questions about their purchase, casting a negative shadow over the entire experience.

1. Responsiveness: Tim believes silence is the enemy in client relationships. He says there's never a good reason to allow communication gaps that make clients question the relationship. Likewise, he warns against applying a transactional mindset to a relationship-driven business. This only serves to frustrate clients and lead to missed opportunities. Being responsive doesn't mean having immediate answers or dropping everything to find them. Often, a simple acknowledgment that you don't have the information yet but are working to get it promptly can significantly reassure clients.

2. Adaptability: Another key aspect of Tim's approach is identifying each client's preferred communication channel early in the relationship. People have different preferences—some avoid phone calls and find emails to be less intrusive while others prefer them as a quicker way to solve an issue. By adapting to the client's preferred mode of communication, agencies can save considerable time and stress.

Interestingly, if you're attentive, clients often reveal their communication preferences through their behavior without you having to ask directly. For instance, if a client rarely responds to emails but answers calls promptly, they likely prefer handling matters quickly by phone. Taking the extra effort to communicate in a style that resonates with each client leads to faster resolutions and more productive partnerships.

Allowing Clients to Have the Spotlight Leads to Trust & Effective Communication

Tim's efforts to adapt to clients have extended beyond just communication channels to improve the overall client experience, particularly during initial meetings. Traditionally, he would schedule two-hour sessions packed with questions, aiming to leave with a comprehensive 90-day action plan.

More recently, however, he began to start the meeting by asking the client “tell me a little about yourself”. This can lead to a 5-minute summary or a 30-minute account of their business’ history but Tim finds letting the client feel heard helps out them at ease and leads to smoother more amicable meetings.

As an expert, you might quickly identify solutions to a client's problems within minutes of meeting them. However, rushing to provide answers won't help establish the trust necessary for a successful partnership. Building that sense of safety requires patience—sitting back and truly listening as clients share what they believe is essential information. This approach enables them to feel confident that you have a complete understanding of their situation before developing an action plan. 

People have a fundamental desire to be understood. By creating space for clients to share their stories and experiences, businesses can cultivate meaningful trust and rapport that serve as the bedrock for successful long-term relationships.

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 truly makes clients choose one agency over another? What are the essential qualities that elevate an agency from service provider to trusted partner? Today's featured guest brings a rare 360-degree perspective to these crucial questions.

As a fractional CMO with extensive experience on both sides of the relationship, our guest provides unique insights into the dynamics of successful agency-client partnerships. Tune in for actionable insights that will help agencies strengthen their client relationships, refine their service approach, and position themselves as indispensable strategic partners.

Alex Hultgren is a seasoned fractional CMO with extensive experience in both client and agency roles. He shares his journey through the marketing landscape, from starting at Ford Motor Company and leading marketing efforts at Polaris to transitioning to agency life at Hayworth and later starting his own business. Alex discusses the expectations that brands have when working with agencies, what he used to look for in an ideal agency partner, and the reason he kept his business boutique and has chose to work with contractors.

In this episode, we’ll discuss:

• Learning to forge deep agency partnerships in corporate marketing.

• Elements of effective agency relationships.

• Why he chose to prioritize autonomy over growth.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Forging Deep Agency Partnerships in Corporate Marketing

Alex’s professional trajectory spanned both corporate and agency environments before culminating in entrepreneurship. He started his career working at Ford Motor Company, as part of their marketing leadership program for fourteen years, and then running marketing for Victory Motorcycle as part of Polaris. He then went on to work on the agency side as one of the three leads of Walmart’s media accounts at Hayworth. In 2021 he decided to take all that experience to build his own business.

During his time at Ford, Alex only ever worked with one agency team, the team at JTW. Although large corporations normally have many agencies working at different projects at a time, Ford preferred to maintain an exclusive agency partnership and, even when digital marketing started to be an important part of their strategy, they only used other agencies as contractors for limited periods.

On one hand, this meant there weren’t many options if he didn’t like the work, other than asking them to go back to the drawing board. On the other hand, it also meant they formed a deeply integrated partnership, as they were more of an extension of his team than merely external service providers.

By contrast, at Polaris he had a fraction of the budget but found himself coordinating multiple specialized agencies handling different aspects of the business, which proved to be considerable demanding. However, in both cases he always saw agencies as partners and part of his team.

The Foundation of Effective Agency Partnerships

In choosing agencies, one of the major problems Alex encountered was agencies that promised they could deliver on something when they clearly couldn’t. For him, it came down to

1. Could they be trusted to do the work?

2. Did they know what they were doing?

Most clients are looking for agencies that can alleviate their burdens by providing solutions without requiring micromanagement. Hence, an ideal agency partner should be able to take a problem, devise a solution, and communicate progress effectively.

However, trust is not enough when communication is lacking and one of the major hurdles Alex faced working on the client side was getting enough clarity from the company on what they wanted from the agency. To bridge this gap, agencies must take the initiative to foster open lines of communication. This includes asking the right questions to extract meaningful feedback from clients and internal stakeholders.

Finally, Alex also believes an agency should be able to take calculated risks because innovative ideas can sometimes face resistance from traditional corporate structures. The ability to push through skepticism and advocate for creative solutions is a testament to the trust that exists within a strong agency-client relationship. To address this client skepticism about design or content choices, Alex suggests AB testing the material and see how customers behave. This approach shifts the conversation from subjective preferences to measurable customer behavior—the ultimate metric for evaluating marketing effectiveness.

Prioritizing Autonomy Over Growth

Even after successfully scaling his agency, Alex made a deliberate choice to maintain a lean operation, preferring to collaborate with contractors rather than building a traditional team structure. To him, the more traditional style seemed like an option that would take away the flexibility and freedom he hoped to obtain by building his business. Right now, he has the ultimate authority regarding what work and clients he takes on, and it’s not something he would give up.

While operating as a small agency might seem limiting, Alex is part of a group that provides him with extensive capabilities without sacrificing independence. This federation—called the Chameleon Collective, is comprised of 40-50 fractional executives (CMOs, CROs, and CTOs) alongside approximately ninety specialized marketing experts and enables a modular approach to team building.

This model also addresses a problem that plagues big organizations: meeting waste. From his time working at Ford Alex remembers the frustration of back-to-back meetings that yield little value. He sees a need to reevaluate the purpose of meetings, advocating for a shift away from status updates that could be conveyed via email to more focused discussions aimed at problem-solving, as well as scheduling 15-minute meetings instead of defaulting to longer time blocks and empowering team members to opt out of meetings that do not pertain to their roles.

Ultimately, Alex has prioritized an agency model that prioritizes effectiveness, strategic alignment, and adaptability—values that directly contrast with the rigid structures he experienced in his corporate career.

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 still relying on basic ChatGPT prompts while your competitors create intelligent systems that work for them around the clock? The gap between basic AI users and strategic implementers is widening rapidly—and it could determine which agencies thrive in the coming years.

Today's featured guest leads the pack for this AI revolution. Through systematic implementation of advanced automation solutions, she drove an impressive 20% productivity increase across her agency's operations. By strategically integrating AI technologies throughout their processes, she's transformed her agency's capabilities and efficiency. Additionally, she’s now also helping businesses achieve these same results. Join us as we explore the exciting opportunities AI presents for businesses today and learn about her most successful tool: AI agents.

We welcome back Khushbu Doshi, COO of E2M Solutions, a white label agency partner where she focuses on driving more business and creating a world-class experience for their agency community to help them grow and reach their goals.

With over eight years of experience and having worked with more than 500 agencies, Khushbu dives into her recent journey exploring AI, including a significant productivity boost of 20% through automation. She also talks about AI agents, explaining how they differ from simply using tools like ChatGPT, and highlights their potential to streamline processes and enhance efficiency for agencies.

In this episode, we’ll discuss:

• Why agents are the next step in AI usage in agencies.

• AI-powered onboarding.

• Ideas to expand AI application. 

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The Next Evolution of AI for Agencies: From Prompt Engineering to AI Agents

Most people think of AI innovation as learning to use ChatGPT and asking the right questions to get the most effective answers. While prompt engineering certainly has value, it represents only the beginning of AI's potential for agency operations. The next evolution—AI agents—offers significantly more sophisticated capabilities that can transform agency workflows.

Agents are a more specialized application of artificial intelligence designed to perform specific tasks based on user-defined parameters. How is this relevant for agencies? Unlike general-purpose AI tools, which provide responses based on a broad range of inputs, AI agents can be customized to understand and execute particular functions. They can be trained to understand particular clients, recall campaign histories, apply agency-specific methodologies, and operate within defined strategic frameworks.

This means that agency teams now have the ability to develop custom AI agents trained to operate according to specific requirements. The resulting tool works much better compared to just a conversation with ChatGPT.

AI-Powered Employee Onboarding

For agency owners interested in exploring AI agents, the process is remarkably accessible. Starting on the ChatGPT platform, users can simply select "create," name their agent, and begin training it with relevant information like branding guidelines, past success stories, and common client challenges.

In her case, Khushbu also uses AI agents for onboarding new new team members dreading the prospect of reading through extensive standard operating procedure (SOP) documents. However, it’s still a vital part of their training, so Khushbu thought of updating the process and making it more dynamic by training an agent to be an SOP expert. She fed it all the SOPs and instructed it to answer only the questions asked to it without searching the internet. This way, the SOPs are the agent’s knowledge base, never defaulting to the web for answers.

After implementing this system, Khushbu conducted a comparative test by providing new team members with both traditional SOP documentation and access to the AI agent.

The new team members were fascinated by the idea of not having to go to a supervisor with their questions and maybe feeling inadequate. Instead, they can ask as many questions as they like without feeling judged. This efficiency not only saves time but also allows team members to focus on more strategic tasks rather than getting bogged down in repetitive information retrieval.

Expanding AI Agent Applications in Agency Operations

Quality Assurance Automation

AI agents also excel in quality testing and following precise procedures consistently. You can program an agent to follow detailed checklists, ensuring that all necessary steps in a process are completed efficiently, thereby saving time and resources while maintaining high standards.

Khushbu suggests implementing a fallback strategy for comprehensive quality assessment. When an agent encounters limitations in its testing capability, it should clearly document:

• Which items it successfully evaluated

• Which items it couldn't assess

• Specific reasons for any testing limitations

This strategy delivers substantial efficiency gains even when complete automation isn't possible. If the agent can only check 300 out of a list of 500 points, it has still reduced the amount of work for the assigned employee to do by 200 points.

Creating an AI Agency Within Your Agency

Furthermore, you can program agents to work a specific role within your team and have several agents to communicate with each other. In this sense, you can build an AI social media team, with a CMO, strategist, tester, etc, and automate 90% of the marketing process.

With AI agents generating ideas, testing concepts, producing initial drafts, and evaluating performance metrics, the human team can then focus on selecting optimal approaches, refining creative elements, and adding the distinctive perspective that differentiates the agency's work.

Competitive Intelligence Automation

Finally, it’s also a great way to automate the research needed in your particular industry. If you want to know what your competitors are up to, just program an agent to do that research for you and present a summary of the campaigns they’re running and you’ll be saving a lot of time.

A Wake-Up Call for AI-Reluctant Agencies

Right now it seems every day there are new ways to integrate AI into your agency services and it can be as exciting as it can be overwhelming. Just remember that this technology has the potential to make your life easier in many ways, and that’s how it should be used.

As organizations explore the potential of AI tools, try to remain open-minded and proactive in seeking out innovative solutions. Khushbu encourages listeners to look beyond the mainstream offerings and discover the myriad of tools that can enhance their operations. By doing so, they can position themselves at the forefront of technological advancements and operational efficiency.

Refusing to use AI nowadays would be like refusing to use the internet back in the late 90s. The technology is already here so there’s no going back; It’s only a matter of whether or not you’re willing to adapt and not be left behind.

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 SEO still a viable service offering? If you’re an SEO agency, are you at risk for extinction? With AI taking over many industries at the moment, it’s no wonder people are asking if it’s rise means the death of SEO. Today’s featured guest is an SEO expert that found her path into the industry after discovering her passion for tech. She discusses how AI is reshaping the SEO industry — not eliminating it, but transforming its execution and potential. The fundamental principles that have always driven search engine optimization continue to matter, though their implementation evolves alongside technological advancement. Tune in to gain insights into how forward-thinking businesses are adapting their SEO strategies to thrive in this new environment, and gain practical insights for navigating this shifting digital terrain.

Lindsay Halsey is the owner of Pathfinder SEO an agency that helps clients grow their recurring revenue by getting the system, tools, and training to add SEO services to their agency. She reflects on the early days of SEO, reminisces about outdated practices, and talks about why the rise of artificial intelligence and “alternative search engines” does not mean you should stop investing in SEO.

In this episode, we’ll discuss:

• 3 core principles of SEO that haven’t changed.

• Did AI kill SEO?

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio an

Turning a Love of Digital Technology into an SEO Agency

In the early days of SEO, when tactics like hiding keywords in same-colored backgrounds were still common practice, Lindsay was finding her footing in a vastly different field working as a ski patroller and mountain guide.

Her dramatic career shift came through a HTML and CSS course at her local community college that developed a consuming passion for technology. As she devoted increasingly more time to computer work, her hobby naturally transitioned into a professional opportunity, leading to her first position as an SEO account manager at a local agency.

After gaining valuable experience during her two-year tenure at the agency, Lindsay took the entrepreneurial leap. Partnering with a colleague and securing their first client, she launched her own business. In retrospect, she knows their initial pricing structure was too conservative—offering SEO and Google Ads services for merely $500. Despite this undervaluation, she’s proud of having prioritized recurring revenue from the start, a lesson she took from her years at the previous agency. Unlike project-based work, which often creates financial unpredictability, a subscription model provides the stable financial foundation necessary for strategic planning and sustainable growth.

Within the first year of launching their agency, they managed to generate enough recurring revenue to pay themselves salaries that surpassed what they earned in their previous jobs, which was an important victory that helped cement their belief in the business.

3 Core Principles of SEO in 2025:

The principles of SEO have undergone significant transformations over the 15 years that Lindsay has been in the space. At its core, however, the values that guide the industry remain and now Google has gotten better as measuring and rewarding them:

1. User experience. You need to have a well-built and secure website that is easy to use and has good design.

2. Genuine experience and expertise. No more getting away with lame content that just repeats keywords.

3. External validation. There have to be external signals that validate a brand's expertise. This includes back links from reputable websites, positive Google reviews, and the establishment of authority figures within the organization.

Did AI Kill SEO?

The conversation around Search Engine Optimization often oscillates between optimism and skepticism. Lately, it has focused on AI and why its rise means that SEO is dead. Indeed, the rise of AI has also meant a rise of “alternative search engines”. Basically, this means that people are starting to move to ask ChatGPT questions they would have previously asked the Google search engine.

The answers provided by AI are rapidly improving, and users will see both advantages and disadvantages in queries answered by AI and answered by Google.

For her part, Lindsay has been seeing this fear surge every couple of years in the industry and isn’t worried about the inevitable questions of “should I invest in SEO? Will it even be around?” Her answer continues to be a resounding YES. There might be some changes and some trends, but there’s still value of ranking in Google and so it will continue to be a part of a business’s long-term strategy.

Of course, as owner of an SEO agency, Lindsay continues to monitor this rise of alternative search engines and assess where they fall into the industry. It could very well be that they’ll be part of the strategy moving forward. For now, her agency continues to help clients navigate that transition by creating content that helps them rank in all searches.

Ultimately, SEO is adapting to new technologies and user behaviors, and by understanding and leveraging user behavior, businesses can enhance their SEO efforts, leading to greater visibility and success in the digital marketplace.

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 the right team in place to remove yourself from fulfillment and sales? What about a partner that may no longer be aligned with the agency’s vision or culture? Today’s featured guest figured out a perfect niche for his abilities in data analytics and went on to create his agency. Along the road, he was met with unexpected challenges, like finding out the right employees are not necessarily the ones with the most expertise, ending partnerships that turned out to be fundamentally misaligned, and the best way to ensure he’s always working with his ideal audience. Learn about the lessons he’s learned with each bump on the road, and the most important lesson about losing clients to a price increase.

Jacob Baadsgaard is the founder of Disruptive Advertising, a performance marketing agency that only works with selected brands to create game-changing magic and help them reach their goals, make a positive impact on the world, and claim the leading edge in their industries.

With over 13 years in the industry, Jake discusses his journey into digital marketing, how he tested his business model leveraging data to benefit smaller businesses, setting up the mechanisms for an amicable partner split, and how he narrowed down the ideal audience his team needed to focus on to improve client relationships.

In this episode, we’ll discuss:

• How to make a drama-free partner split.

• Hiring for the needs of the agency as it grows.

• 3 key questions to assess lead viability. 

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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.

Finding a Gap and Turning Expertise into an Agency

Armed with a degree in information systems, Jake started his career by helping large corporations analyze and integrate their backend customer data, identifying the effectiveness of their paid advertising efforts.

Jacob recognized that even industry giants struggled with data integration and saw an opportunity to build a freelance career offering this specialized expertise. Later he expanded offering beyond large corporations by helping small businesses as well.

As much as he liked data, implementing it was where the money and the opportunities are at. This is how he went from just analyzing datas to helping clients develop smarter marketing strategies. He shows his clients they don’t need to outspend their competition, just outsmart them by spending where it matters most.

Re-Negotiating Price Based on Value

Jacob started offering his services for free to test whether or not his methods could really help grow a business. Once he had clear evidence of his value, the experiment was over and it was time for a structured pricing model, initially charging $2,000 per month and later increasing to $5,000.

However, as he was managing marketing budgets worth hundreds of thousands of dollars per month he realized his rates were still a bargain for these companies. Once he brought up the subject of renegotiating his rate, he faced resistance. Rather than compromise his worth, he held firm at the risk of losing clients by maintaining what he knew was his value. Some clients did go to other agencies, and after realizing how much the work was actually worth, came back willing to work out a new deal with him.

Early Planning for a Partner Split Saves Headaches Later

Jacob realized he needed help on with fulfillment if he wanted to grow. However, he struggled to find the right talent. Initially, he hired his high school best friend, which could have gone sideways in many ways, but thankfully proved to be an effective working relationship.

On the other hand, he had a different experience with his first partner. Lacking confidence in his independent capabilities, he initially sought a partner to help launch the business. Within months, it became clear the partnership was fundamentally misaligned. One of the biggest lessons for him was that he should’ve trusted his own ability to start the business by himself, rather than getting into a partnership he wasn’t 100% sure of.

Fortunately, Jacob had taken the step to work with an attorney who helped him place a clear exit strategy in case things didn’t work out. The pre-agreed terms allowed each partner to retain clients they had originally brought to the business. Thanks to this foresight, the already emotional process of splitting up a partnership ended up not being a logistical nightmare.

Hiring for the Needs of the Agency as it Grows

For any agency owner, the entrepreneurial journey is marked by distinct "no-man's land" moments that challenge their agency's development. For Jacob, the first one he recalls was growing beyond himself, which he solved by hiring three or four people to help him execute contracts and get to a couple million dollars in revenue.

The next hurdle had to do with sales leadership, as he felt the weight handling that part of the business all by himself. While his team had mastered contract execution, Jacob recognized the need to remove himself from the sales process to continue scaling. Initially, he made some expensive hires based on expertise. However, it didn’t yield the results he expected.

The new hires brought with them established methodologies and approaches that may have worked in different contexts but did not align with his agency’s unique needs and culture. In fact, what really worked later on was hiring a young and hungry sales person without a lot of experience but was eager to learn and take things off his plate.

3 Key Questions to Assess Lead Viability

The next challenge Jacob overcame was figuring out his target audience. Without this, his agency was churning as many clients as they were selling on a monthly basis.

As he recalls, the agency’s experiences with proof-of-concept clients often led to a high rate of employee dissatisfaction and operational headaches. These clients, while potentially promising, frequently lacked the financial stability and established business models necessary for a fruitful partnership.

Ultimately, this led the agency to reassess its client selection criteria and better define their target by training the team to ask three important questions when assessing a lead:

1. Are they viable? What is the revenue threshold that makes this company able to afford you? For Jake’s agency, it was three to five million in revenue.

2. Are they win-win minded? Meaning, do they only care about making money or have they shown they also care about their customers and employees?

3. Can you show results in 6 months? Jacob knows its important to be impactful right away. For that reason, he asks himself if the team will be able to make a substantial improvement to the prospect’s business in the first 6 months working together.

If the answer to each of these questions is yes, then it’s right for a successful relationship.

Keep the Message Simple When Marketing Your Agency

There’s a tendency for marketers to complicate their messaging, often in an attempt to convey too much information at once. This approach can confuse potential clients and dilute the core message that needs to be communicated. The point of effective marketing is to attract attention and guide the audience through a clear and structured journey. Jason urges agency owners to have this in mind when doing their own marketing, since this emotional connection can cloud judgment, making it difficult for entrepreneurs to view their marketing strategies objectively.

This mindset shift will be especially necessary when you’re thinking about selling your business, which many business owners can see as selling a part of themselves. Instead of equating your identity with the business, detach your self-worth from their business roles so you can make more rational decisions regarding marketing and business operations that will ultimately lead to better outcomes.

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 are you doing to win new agency business? Are you showcasing your best work? Do you have a formal pitch process that works well every time? Today’s guest co-founded his agency after realizing he had contributed significantly to another agency's growth without any ownership. So he took the bold step of starting his own agency without knowing how to convince others to believe in his vision. Tune in to learn how he persevered despite facing constraints from his former employer, skepticism about his new venture, and the need for strategic pivots in client acquisition.

Luke Cope is the co-founder of Bottled Imagination a Manchester-based digital PR agency focused on doing good work using unparalleled creativity to outshine the generic, churned-out, recycled ideas the industry has been saturated with. He shares insights into the rapid growth of his agency, discusses his desire for ownership after helping to grow an agency as an employee, and the way his team started to reframe pitches to great success.

In this episode, we’ll discuss:

• Why equity matters.

• Get people to rally around your vision.

• 3 ways to change your approach to winning new business.

• Should you reframe pitches or stop doing them altogether?

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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 Equity Matters: Turning Frustration into a Thriving Agency

Working in SEO, Luke got to be part of an agency’s rapid growth as it went from 15 employees to doing $7 million in revenue. Despite feeling that this success stemmed directly from his and his colleagues' efforts, they had no ownership stake in the company or any claim to the value they had helped create—they remained simply employees.

Furthermore, Luke considered he could only sustain this level of commitment for someone else's benefit for about two years. Instead of looking for another agency to move on to, he and his now co-founders decided to create something of their own.

At the time, this decision seemed like their only viable path forward. In retrospect, however, it represents a scenario where forward-thinking agency owners might have retained these valuable team members by offering equity—transforming key employees into shareholders with a genuine stake in the company's success. This way, they keep people who have helped grow the agency since the beginning and don’t risk losing clients who would probably follow them to their new venture.

Ultimately, Luke and his co-founders determined launching their own agency was the best option and were validated by getting their first lead the same day their departure was announced. This first client is what really helped set up their agency and helped them reaffirm that they made the best decision for their future.

A Silent Agency Launch Saved by Referrals

Even though they quickly gained some really good clients, the start of Luke’s agency was marked by an unusual constraint. In accordance to the deal they had with their previous employer, they could begin operations but couldn’t publicly launch their business for three months.

It seemed risky to launch their agency amid this uncertainty as they could lose momentum in gaining new clients. How would they advertise their business? The answer came when a couple of referral clients set the agency to a great start, generating about $30,000 in monthly revenue that provided essential financial stability during this vulnerable beginning phase.

Looking back, this period of uncertainty could have spoiled their efforts, but instead, it became a catalyst for creativity and resourcefulness.

How to Get the Right People to Rally Around Your Vision

According to Luke, one of the benefits of having several founders was that they could start servicing clients immediately. And although it wasn’t easy getting workers to sign on to join a nameless agency, they made their first hire and engaged several contractors to handle specific tasks before their official launch.

Nevertheless, six months into operations, Luke still found it was challenging to get talent to join a small, unproven business. This struggle is common among emerging agencies, and overcoming it requires developing a compelling vision and clear values that resonate with potential team members.

Once you do find clarity, you go from desperately selling your agency and pleading with candidates to join your journey to carefully evaluating whether applicants truly align with your team's culture and direction. As a leader, when you demonstrate unwavering confidence in your instincts and articulate a clear vision for the future, you naturally inspire others to embrace your cause, further amplifying the potential for success.

3 Ways to Change Your Approach to Winning New Business

After about six months, Luke and his team changed their approach to new business in three key ways:

1. Innovative examples. Aware they needed examples of their content creation to attract new clients, they created a fake soccer player, paid influencers to say he was 10 to 1 to make the England World Cup squad in Qatar, and got 5,000 people to click on an offer to place a bet on him. Whoever clicked on that offer got taken to an awareness page with information about the importance of doing proper research before placing a bet. It was a testament to their ability to move people to follow a compelling story and take actions based on it.

2. Reframing the pitch. They also worked on transforming their pitch process to build trust with potential clients. They introduced a more dynamic pitching process, starting with the simple yet effective idea of asking potential clients what they did not want to hear during a pitch. This tactic served a dual purpose: it allowed the agency to understand the client's preferences better and created an opportunity to surprise them with unexpected ideas.

3. Anticipating questions. Luke’s team also proactively addressed potential client concerns by anticipating the questions that might arise about their status as a relatively new agency. This strategy not only enhanced their win rate but also fostered deeper connections with clients, ultimately contributing to the agency's rapid growth.

Should You Reframe Pitches or Do Away With Them?

There are, of course, pitfalls to conventional pitching, as agencies frequently surrender their most valuable ideas without receiving compensation or commitment. As they mature, many agencies begin protecting their strategic insights while still delivering value to prospects. One effective approach is implementing a "foot-in-the-door" offer—charging for your expertise in developing strategic plans, thereby ensuring your creative contributions are appropriately valued.

Most agencies initiate this transition toward paid discovery once they've established their reputation and can afford to be more selective about their clientele. In Luke's case, reframing their approach to pitches has similarly enabled his team to become increasingly selective with potential clients.

Ultimately, whether through paid discovery work, selective pitching, or reframing the pitch process, these approaches all serve the same essential purpose: creating selectivity that preserves agency resources while fostering a more fulfilling and collaborative environment for everyone involved. This strategic selectivity not only protects an agency's most valuable asset—its ideas—but also establishes more balanced client relationships from the outset.

Are you Willing to Bet on Yourself?

When it comes to paths to agency ownership, Jason has heard it all. From people who were raised by entrepreneur parents and always knew that would be their path to, most likely, people who just started a project based on what they knew how to do and suddenly found themselves starting a business and managing a team.

In Luke’s case, he never thought he would start his own business and only got the drive to do so after realizing he had helped grow something he couldn’t claim as his own.

Ultimately, a great predictor of whether or not you’ll thrive as an entrepreneur is how willing you are to bet on yourself. Do you believe in yourself and your ability to carry forward and always be able to adapt your business to new circumstances? If you do, you’ll eventually figure out a clear vision and inspire people to bet on your dream and join you for the ride.

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 significant challenges have you encountered while growing your agency? Do you have the right team that aligns with your vision and goals? Are you in a situation where you have dream clients that can pay what you’re worth? Today's featured guest brings valuable perspective from five years of growth with his recent venture in SaaS and a previous social media agency venture. Having navigated the common hurdlesagency owners face, he shares the enduring lessons and effective solutions that have propelled his agency forward. Join us to gain practical insights into overcoming these universal agency challenges with proven strategies that deliver results.

Jon Rivers is the co-founder and co-owner of Marketeery, a B2B agency that fills the gap for B2B mid-size high-tech companies in need of marketing content to meet their audience where they are in the customer journey. He shares his journey from starting as a developer to eventually finding his niche in the Microsoft ERP CRM space and discusses the challenges in this journey, including losing key clients, learning to delegate, and learning to say to the wrong clients.

In this episode, we’ll discuss:

• Understanding that agency growth is not linear.

• Escaping the agency owner hamster wheel.

• Assembling your agency dream team.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

The Winding Path from Developer to Agency Owner

Although Jon initially trained as a developer, he quickly realized this wasn't his calling and transitioned to Help Desk operations and consulting roles. His career path later led him to join a company in the Enterprise Resource Planning (ERP) space. As he learned and grew in this space, the company faced a new hurdle when a key product partner was acquired by Oracle, disrupting their established processes. This challenge ultimately became an opportunity, prompting Jon to develop integrations for the Microsoft ERP ecosystem.

Through his subsequent roles at various companies, Jon began taking on marketing responsibilities fifteen years ago. During this period, he started exploring social media strategies and eventually established his first agency focused on this emerging field. It wasn't until much later, during the Covid pandemic, that Jon partnered with his current collaborator to launch an agency specifically targeting the ERP CRM space, with the explicit goal of business expansion.

A Mindset Shift: When Clients Take Marketing In-House

Throughout the years, Jon has gone through the various stages of growth that most agencies experience and he has come to know the cyclical nature of success and setbacks. He recalls the initial excitement of acquiring clients and generating revenue, which inevitably leads to a desire for scaling the business. However, this journey is rarely linear. There are periods of growth followed by slowdowns. An ebb and flow is a natural part of any entrepreneurial journey.

One of Jon's first significant learning experiences came when a client who had developed a strong relationship with his agency suddenly decided to bring operations in-house. This common occurrence dramatically alters the client-agency dynamic. When a company hires a new marketing director, for instance, that person often brings existing relationships with other agencies and may show little interest in maintaining the current agency partnership.

After experiencing this scenario multiple times, Jon has reframed his perspective in a more constructive way. He now views a client's decision to internalize services as evidence that his agency has successfully elevated their business to a point where they can sustain these functions internally. Rather than taking these transitions personally, Jon sees them as achievements worth celebrating—tangible proof that his agency has delivered substantial value and helped clients reach important growth milestones.

Getting Off the ‘Agency Hamster Wheel’

Thinking back to the setbacks in his agency journey, Jon can identify his business was not only too reliant on referrals, he also sees it took him too long to let go some parts of the business that could have been managed by others while he focused on growth.

At the end of the day, an owner that works in the weeds five days a week is not doing enough to create new opportunities for growth. This is what Jason calls the ‘agency hamster wheel’, where owners find themselves trapped in a relentless cycle of acquiring clients, delivering services, and then scrambling to market and sell again. The only way agency owners get out of this cycle is by clearly defining their roles as the CEO and start to delegate. For Jon, this meant understanding that he just could not be in the weeds.

A CEO should focus on the vision, strategy, and growth, rather than day-to-day operations. This requires a shift in mindset, where agency leaders must learn to trust their teams and empower them to take on responsibilities. By stepping back, Jon was able to create space for innovation and strategic thinking, ultimately positioning his agency for long-term success.

Assembling Your Agency Dream Team

For leaders to cultivate and empower their teams, they need to set a clear vision and communicate it consistently. This vision should not be confined to annual retreats or periodic meetings; instead, it should be a living, breathing part of the agency's culture. Furthermore, leaders should actively seek to coach and mentor their team leaders; by doing this, they’ll not only foster an environment where individuals can grow into their roles and take ownership of their responsibilities but also alleviate the burden on themselves.

Jon also points out the need to accept that the people you started the agency with may not be with you for the entire run. This is not necessarily negative and a natural part of the agency’s evolution. As his business found its niche, not every one of his content creators felt comfortable with the new direction. Jon now sees he held onto these individuals for too long and that the best approach was having an honest conversation. In his case, this led to both parties agreeing to part ways.

Try to view team composition through the lens of building a "dream team." Just as the NBA assembled its legendary "Dream Team" for the Olympics, agency leaders should focus on assembling a group that aligns with the current vision and goals of the organization. By doing this, you won’t have issues seeing when a hire just isn’t the right fit.

Saying No to Grow: Strategic Client Selection for Agency Success

As Jon grows his agency, managing operational expenses has also emerged as a significant challenge. The accumulation of various tools and services required to maintain efficient operations can become financially burdensome. In these situations, agency owners should critically evaluate their pricing structure and consider whether increases are warranted.

While conducting quarterly assessments of essential versus non-essential services is of course important, many agencies operate on dangerously thin margins. This issue can often be resolved by properly evaluating the value delivered to clients and adjusting prices accordingly. A common answer to this suggestion is “what if my clients don’t want to pay that amount?” To which Jason counters, maybe they’re not the right clients.

Reassessing your client relationships is a necessary step in your agency’s growth. You may lose half your clients once you announce the price raise, but you’ll still be creating more space for clients willing to pay the right price for the value your agency brings.

Furthermore, Jon has learned that it’s not just about raising prices and watching the wrong client walk away. It’s also about saying no to the wrong clients. Early in his career, Jon might have hesitated to walk away from unprofitable clients. However, as he gained experience, he recognized that letting go of clients who do not contribute positively to the business can create space for more aligned opportunities.

Being selective about clients signals a more mature stage of business development. Rather than viewing client selectivity as a luxury afforded only to established agencies, Jon encourages owners to adopt this mindset early in their growth journey. In his assessment, implementing selective practices sooner rather than later will ultimately prove more beneficial for long-term business 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

Are you leveraging video to expand your audience reach and better communicate your services? Video remains the most effective medium for showcasing your brand and conveying authenticity, allowing potential clients to feel connected to you before purchasing your services. Today's featured guest began building his brand through video back in 2009 and has since accumulated millions of views.

He shares strategies for developing your approach to video, current effective practices, and the transformative impact of AI on video production. While AI offers significant benefits—reducing both production costs and time investments—he acknowledges that fully AI-generated videos often lack the genuine authenticity that resonates with audiences. Where exactly is the balance between efficiency and authenticity? Join us to discover how to effectively harness video's power to enhance both your business performance and personal fulfillment.

Carl Kwan is the owner of Kwan Multimedia, a video marketing agency with over a decade of experience. He shares his journey into the world of video, how a request from Korean Airlines sparked his passion for creating educational content online, and emphasizes the importance of video for businesses seeking to enhance their reach and profitability.

In this episode, we’ll discuss:

• Where to start your video strategy.

• Will AI ruin the results you get with personalized videos?

• How video helps validate your expertise.

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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 a Successful YouTube Channel into a Thriving Video Agency

Carl launched his career creating YouTube videos in 2009 while working as an executive presentations coach in South Korea. When a client requested online coaching videos for their students, he recognized an opportunity to develop this content himself. What began as a solution for a single client evolved into a thriving YouTube channel boasting over 120,000 subscribers and 16 million views.

Drawing on his unique combination of presentation expertise, MBA education, and broadcast TV and radio experience, Carl integrated these diverse skills into his video production work. During a time when internet communication remained predominantly text-based, he recognized video's powerful potential for businesses across all sectors, prompting him to establish a company focused on helping clients leverage video to transform their outreach strategies.

Today, video has become integral to all major platforms—even professionally-oriented LinkedIn has recently begun prioritizing video content and actively encouraging users to incorporate it into their engagement strategies.

5 Videos You Need to Incorporate Into Your Video Strategy

1. An Introduction Video: An “About me” short introduction video that outlines who you are, what your business does, and what sets you apart from competitors. This video serves as a personal touchpoint for potential clients, allowing them to connect with the brand on a human level and should be focused on your ideal client and the problems you can solve for them.

2. FAQs: Make a “frequently asked questions” to ensure you answer your audiences pressing needs about the services and results you provide. Carl also recommends thinking about the questions clients should be asking and aren’t.

3. Client testimonials: If possible, Carl recommends using video for your case studies instead of asking people to write a Google review. It’ll be great social proof for your services and a way to showcase satisfied customers who can speak to the quality of your products or services.

4. Repurposed content: Start reusing your own text content in video form to get ball rolling and get the hang of this form of communication and storytelling.

5. Personalized approach: According to Carl, a really successful video that’s won him a lot of business is one he emails them after a meeting saying “It was great talking to you, X. I loved hearing about X. I look forward to talk to you again and discuss how I can help your business”. It is customized, it takes less than a minute to create, and clients love it because they can see it is personalized.

If you want to get started adding video to you strategy start with these suggestions and you’ll build a great foundation to build authority and thought leadership.

Will AI Ruin the Effect of Personalized Videos?

The proliferation of AI video creation tools presents a challenge for agencies that invest time in filming personalized client videos. As these AI applications become more widespread, clients may increasingly dismiss even genuine personalized messages as just another automated communication embedded in agency workflows.

While Carl fully embraces AI as a transformative tool—recently using it to create a brand song rather than hiring a professional songwriter, thereby saving money, maintaining greater creative control, and accelerating production—he maintains a nuanced perspective on its limitations. Despite acknowledging that AI-generated content will inevitably become normalized, he firmly believes the human element remains irreplaceable for creating authentic content that truly resonates with audiences.

In Carl's assessment, regardless of how sophisticated AI technology becomes, people will always discern genuine human involvement. Moreover, he contends that agency owners with genuine passion for their work won't willingly surrender their creative roles entirely to artificial intelligence.

How AI Tools for Video Can Help You Expand Your Outreach to International Audiences

AI technology has revolutionized the process for creating a podcast. You can now create a professional-sounding podcast by researching your topic, compiling relevant articles into a Google document, using ChatGPT to transform this material into a polished script, and finally employing podcast creation platforms to produce a natural-sounding show in your own voice.

These same technological advancements enhance video content creation beyond just script development. AI tools can effectively correct pronunciation issues or script errors that traditional editing cannot fix.

Perhaps most significantly, AI voice replication technology now enables creators to reach international audiences by reproducing their voice in multiple languages. These sophisticated programs can even adjust your modulation to create the impression that you're naturally speaking the target language.

This technological breakthrough creates unprecedented opportunities for content creators to expand beyond local markets and connect with Spanish, Portuguese, Chinese, and other language-speaking audiences worldwide, dramatically increasing potential reach and influence.

Validating Your Expertise and Building Trust with Video

Drawing from his experiences with agency partners, Carl strongly urges agency owners not to underestimate video's crucial role in brand development. He observed that clients often hesitated to work with his recommended partners after conducting quick online searches that revealed only basic website information. Today's clients seek more—they want to see and hear agency owners and team members personally discussing their services and the unique value they deliver.

This reflects the modern decision-making process for professional services. Potential clients prioritize making authentic connections, and video serves as an exceptional medium for conveying your message while demonstrating genuine authenticity and relatability. That is why your agency needs a YouTube channel which is home to content that highlights your expertise. The true value lies not in accumulating subscribers or views, but in establishing a professional presence that validates your capabilities and knowledge. A thoughtful video presence serves as powerful evidence of your competence and approach, often becoming the deciding factor for prospective 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.

Does your digital agency a strong social media presence? Wondering which content types and platforms deliver the best results? Today's featured guest runs a social media agency that focuses on a carefully selected roster of clients. She began her career as a stay-at-home mom with exceptional social media instincts and built a thriving agency in just five years. She views social media as a necessary evil for brands and has successfully guided clients with strategically planned and curated content.

Join us as she shares what's currently working in social media, her proven strategies, valuable advice for agency owners, and why she personally avoids social media in her spare time.

Elizabeth Stone is owner of SociaSavvy, a boutique social media marketing agency who got into the business wanting a challenge and a creative outlet. Now with nearly five years of experience, she reflects on what she’s learned about social media, what’s working and what’s not, and why client’s shouldn’t ask for a month’s work of content in such a rapidly changing space.

In this episode, we’ll discuss:

• The power of resilience, determination, and adaptability.

• Making cross-platform content.

• Delegating tasks to avoid burnout.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

The Power of Determination, Resilience, and Adaptability

Elizabeth never imagined pursuing marketing or business immediately after college. Instead, she fast-tracked her education and embraced life as a new mom. However, she soon found herself craving both a creative outlet and a way to contribute financially to her household.

Fascinated by social media, she offered to help local businesses build their online presence across various platforms, initially working almost for free to develop her portfolio. Her remarkable results with these early clients enabled her to target her ideal market, and as demand grew beyond what she could handle alone, she began expanding her team.

Throughout her five years running the agency, Elizabeth has discovered success in marketing requires less of a formal education and more determination, resilience in the face of rejection, and adaptability. Her experience has also given her a nuanced perspective on social media. She views it as a "necessary evil" for businesses that can significantly boost brands while recognizing its potentially addictive nature for individuals.

The Rise of ‘Low-Quality’ High-Quality Content

With the ever-changing nature of social media platforms, most of the "social media hacks" we see are typically obsolete by the time you implement them. This is a reality that frustrates businesses hoping to plan ahead. Elizabeth often finds herself explaining to clients why preparing a month's worth of content isn't feasible; in such a fast-moving environment, content created today will likely be irrelevant within a few weeks.

Regarding current effective strategies, Elizabeth confirms that video continues to dominate social platforms. She highlights the rise of "low quality content"—actually high-quality, meticulously planned material deliberately designed to appear candid and spontaneous.

Elizabeth also advises businesses to release their attachment to "vanity numbers." Unlike a few years ago when engagement metrics were relatively consistent, today's social landscape is unpredictable—one post might completely flop while the next becomes an unexpected hit. This volatility makes traditional performance metrics less reliable indicators of overall social media success.

Making Videos that Get Your Audience’s Attention

Regarding effective strategies, Elizabeth emphasizes that all social media videos should incorporate both voiceover and subtitles to capture different viewer preferences. Some users engage through audio elements while others browse with sound off, relying entirely on subtitles. She recommends using short clips to maintain momentum, acknowledging today's shortened attention spans and the need to sustain viewer interest.

She also prefers videos are prepared and shot by her agency team rather than working with content recorded by the client. In her experience, clients often appear nervous on camera, but with proper coaching from her team, they can focus on their message rather than the recording process

She also advocates for cross-platform posting to reach audiences with varying content preferences. While some users gravitate toward short, fast-paced content, others engage more deeply with longer YouTube videos. The optimal approach depends on understanding where your specific audience consumes content. Interestingly, she notes a current trend returning to longer-form content on both TikTok and Instagram. This constant evolution is precisely what Elizabeth loves about the social media landscape—its perpetual changes ensure the work never becomes monotonous.

Delegating Tasks to Avoid Burnout

As the agency owner, one of the things that Elizabeth sought to quickly delegate was keeping up with social media trends. It’s important for the agency to be always up to speed with any new trends for their content creation. However, it was personally exhausting to be on these platforms scrolling every day. It was mentally taxing and took away from her time with her family.

Her solution was creating a specialized role dedicated to tracking new trends, typically filled by younger team members. This position requirea regular rotation, as even the most enthusiastic employees eventually experience burnout from constant scrolling. Nevertheless, establishing this position proved to be the right decision—one she's grateful to have removed from her own responsibilities.

For any growing agency, there comes a time when further expansion depends largely on your willingness to delegate and get out your team’s way as they learn to own their roles. For Elizabeth, it was a surprisingly hard step to take but very much worth it and a key to staying creative as she delegated the tasks that most drained her.

The Key to Success for any Digital Agency

Elizabeth launched her business just before Covid-19 hit and successfully navigated the challenges of the pandemic, helping her clients connect with audiences through social media. This early experience taught her to expect ups and downs as a natural part of running a business—a mindset she encourages other agency owners to adopt.

She firmly believes that, regardless of the political or economic climate, there’s always an opportunity to pivot and adapt. For her, success is within reach for every agency owner who embraces this resilient and flexible mindset.

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 emotional attachment to your agency makes it difficult to make growth decisions? When you remove emotion from the mix and make decisions objectively, your realize more growth. After 21 years of running his business, today’s guest realized he needed emotional distance and accomplished this by creating an alter ego who could assess the agency from an impartial point of view. This experiment proved remarkably successful. He’s come to realize his true role in the agency and that much of it means working for his team, rather than the other way around.

George Arabian is the CEO and founder of NVISION, a full-service digital marketing agency based in Toronto, Canada. He shares his journey into the world of digital marketing, how he managed to stop making decisions based on emotion, and how his transition to agency CEO has meant a bigger focus on how to help his team be the best they can be.

In this episode, we’ll discuss:

• Experimenting with innovation to stay ahead.

• Niching down does not mean limiting your agency.

• Becoming a true leader by working for your team.

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.

Experimenting with Innovation to Stay Ahead

George's passion for technology began at a young age when he started building computers. At just seventeen, he received what he humorously recalls as a request to "build an internet"—actually a website—for a local hockey shop owner. He quickly Immersed himself in learning html and put 500 hours into that first web project that paid him $400. One job led to another, eventually George started his own agency and has been running it since 2004.

The digital landscape has transformed dramatically since George built his first website. Today, AI has helped make website creation faster than even before. However, what has remained constant throughout his journey has been his spirit of experimentation. For him, being in the digital marketing space is like being a "mad scientist." So he encourages his team to test new ideas and approaches in order to uncover novel solutions that set them apart from competitors.

This experimental philosophy naturally led George's agency to expand beyond websites to integrate various marketing strategies—including SEO, advertising, and content marketing—into their service offerings.

Why Niching Down Doesn’t Mean Limiting Your Agency

As he starts trying new services to expand his offering, George has found it very hard to narrow down that offer. On one hand, he feels genuinely and equally curious about SEO, CRM, email marketing, etc. On the other, he fears niching down will inevitably lead to boredom.

Rather than forcing himself into a traditional service-based niche, George developed an innovative solution. He decided to center his agency around a conceptual focus: "creating human connection." This strategic pivot allows his team to maintain a clear, unifying purpose while still accommodating diverse projects and creative challenges that keep their work engaging.

This approach is proof that niching down doesn’t have to mean limiting yourself. It can enhance an agency's ability to experiment effectively. With a clear focus, an agency can explore an array of strategies and tactics within their niche, fostering a culture of innovation without sacrificing excitement or variety. The result is a business that remains creatively stimulating while still offering clients a clear understanding of the agency's unique value.

How Emotional Distance Helps Make the Shift to Agency CEO

As agencies grow, the challenges become more complex. Owners soon need to make a shift in focus from day-to-day operations to strategic leadership. Making the transition to Agency CEO was quite challenging for George, as he tried to detach himself from operations after twenty-one years of running the agency. It’s a pretty common challenge for agency owners. For George, this deep emotional connection to the agency often led to rushed decisions as he stressed over the well-being of his team members.

To create the necessary emotional distance, George developed a second more objective persona. One day, he arrived at work embodying this detached perspective, pretending it was his first day at an unfamiliar agency. Through this lens, he observed operations critically, documented his findings, and identified previously overlooked gaps and inefficiencies. With this approach, he was able to re-conceptualize the agency as an independent entity that required optimal functionality rather than as an extension of himself.

The results soon started to show as he built an entity where the team no longer turned to him for every decision. Although he admits not being needed was harder than he’d anticipated, he recognizes that this step not only enhanced operational efficiency but also fosters a culture of trust and collaboration.

Why Being a True Leader Means Working For Your Team

Beyond emotional detachment, transitioning to the agency CEO role requires embracing delegation as a fundamental component of both operational efficiency and team empowerment.

This shift fundamentally inverts the traditional hierarchy—you'll find yourself working for your team rather than the other way around. Your primary focus becomes supporting their growth and development, removing obstacles, and creating pathways for their success. The sooner you implement this mindset shift, the sooner you’ll cultivate leaders within your agency who can shoulder responsibilities that once fell solely on you. This allows you to step back and concentrate on strategic agency growth.

This evolution doesn't happen overnight but develops gradually as you enhance your leadership capabilities through continuous learning, reading, and engaging with a community of like-minded agency owners. The more you participate in this process, the more you’ll develop your ability to articulate and communicate effectively.

How to Clearly Define Your Role in the Agency

George clarified his role as agency CEO through a classic mastermind exercise—listing both his most and least enjoyable tasks to identify what he should delegate. This straightforward but powerful assessment helps reveal an owner’s true passions. In his, case, it was mentoring team members, creating content, and supporting the team in landing major clients.

Clearly defining these roles helped George focus on moving the agency forward and provided the necessary boundaries recognize when to intervene and when responsibilities belonged to others.

While George acknowledges he’s still not quite where he’d like to be, that clarity has brought him more freedom. He also embraces the fact that this doesn’t mean all his problems are solved now. However, the perpetual problem-solving cycle isn't a flaw but rather the essence of agency work—an environment where strong problem solvers naturally thrive and find fulfillment.

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.

It’s always easier to retain existing clients than constantly landing new ones. Do you want to know the secret one agency has that has helped them hold onto clients for over 20 years? This interview highlights an agency owner’s whose client retention philosophy involves a candid, honest, and sincere approach which has helped them retain some clients for over two decades.

In this conversation, we explore his struggle to balance entrepreneurial business development with satisfying his creative instincts. He reveals how he eventually established systems that removed him from being the bottleneck in agency operations while allowing him to choose his involvement in the processes. He also shares the clarity he found that inspired a subscription-based product offering that maintains healthy cashflow.

Join us for this insightful conversation about agency growth, creating freedom through systems, maintaining long-term client relationships, and navigating the evolving challenges of the entrepreneurial journey.

Pinaki Kathiari is the CEO of Local Wisdom, a digital communications agency, and co-founder of Resource Hero, a resource planning and time tracking application for professional services companies. Pinaki also hosts his own podcast his podcast "Why Does It Feel So Wrong to be Human at Work?". He shares his journey as an entrepreneur, reflecting on nearly 25 years of running his agency, and highlights his volunteer work.

In this episode, we’ll discuss:

• Embracing subscription-based growth.

• Honesty as the key to building long-term client relationships.

• How to stop being the bottleneck in agency operations.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio today and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Turning a Market Gap into a Thriving Agency

Pinaki’s agency journey began when he and his college partners, all computer science graduates from Rutgers, found themselves jobless after the tech bubble burst in the late 90s. Recognizing the potential of the growing internet landscape, they decided to collaborate and create their own path.

They identified a crucial market gap: companies excelled either at design or technology, but rarely both. This was the niche they decided to occupy. Later on, realizing most of their clients were communicators, they further niched down to serving communications teams.

Their initial approach was humble, often trading services for goods rather than charging traditional fees. They worked with small startups that struggled with funding. This experience taught Pinaki and his team valuable lessons about the realities of client relationships, pricing, and the importance of setting boundaries.

Through collaboration, they were able to refine their approach, ultimately leading to more significant projects and clients. This shift from small, struggling startups to larger enterprises marked a turning point in their journey.

Eventually, as they gained experience and began to understand the needs of larger enterprises. They found the confidence to Increase their pricing structure, with their first big project being a $40,000 deal. At the time, that kind of money seemed wild to them!

Embracing a Subscription-Product Offering to Maintain Cashflow

Even after increasing their prices, Pinaki admits it took him too long to get out of day-to-day operations. After navigating an industry still in its infancy and growing his agency by doing a bit of everything, he had learned to enjoy daily operations and thrived in that work. However, hiring the right team members eventually helped him and his partners recognize they should redirect their focus toward strategic growth, with effective delegation as the key enabler.

Shifting focus from operations to growth helped them realize the potential to grow existing accounts by offering subscription-based services. Clients often struggled to maintain their websites post-launch, resulting in deteriorating quality over time. Recognizing this gap, they introduced "website curation" services designed to preserve and enhance site quality as content evolved.

The subscription model really helped maintain cashflow, providing steady revenue that stabilize the agency when project work fluctuated. It also helped them create stronger client relationships by setting up a new situation where they would do a lot of work for just one client instead of a lot projects for different clients that never grew beyond that.

Uncomfortable Honesty is the Key to Long-Term Client Relationships

While his agency team always knew the right questions to ask clients, Pinaki admits they initially fell into the "order taker" category. Today, however, 70% of their revenue comes from recurring business—a testament to their deliberate focus on building long-lasting relationships, with their longest-standing client partnership spanning approximately 20 years.

For Pinaki, honesty serves as the cornerstone of these enduring client relationships. This means respectfully declining projects beyond their capabilities or tactfully pushing back on ideas they believe won't succeed, all while treating clients with genuine empathy. This approach of delivering difficult messages compassionately transforms potential setbacks into growth opportunities. When clients know they can depend on their service provider for truthfulness—even when uncomfortable—it fosters a deeper, more resilient trust over time.

As he points out, there should always be a focus on moving forward when challenges arise rather than placing blame, which really helps them in being seen as trusted advisors.

How to Stop Being the Bottleneck in Agency Operations

Most agency owners begin their journey as creators or industry enthusiasts with specialized skills—like building websites—who eventually find themselves navigating the business side once clients start paying for their services.

This transition to business ownership requires three critical steps: 1. connecting with like-minded peers, 2. gaining clarity about your agency's direction, and 3. developing the confidence to pursue that vision with conviction.

Building a sustainable future typically involves creating robust systems and making strategic hires that gradually remove you as the owner from every operational decision. Eventually, this evolution results in a business that functions independently. If you're concerned about becoming a bottleneck, implement regular feedback sessions with your team. Ask them what they wish you would stop doing, continue doing, and do more of—providing invaluable insights into areas where you might be unintentionally constraining growth.

While systematizing your business is crucial, this doesn't mean abandoning the aspects of agency work you genuinely enjoy. Whether it's joining client closing calls or facilitating design meetings, you can still participate in these fulfilling activities. The key distinction is creating systems that give you the choice to participate rather than requiring your involvement.

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 is the best way to speak to your target audience? How can you make a compelling case to work with your agency? With proper storytelling techniques, you will reach your prospects and clients in a way the resonates with them. Every successful agency owner needs a persuasive "Who am I" narrative, along with educational and vision stories that speaks directly to potential clients. However, the task can feel overwhelming, leaving many owners unsure where to begin. Today’s featured guest specializes in transforming scattered narratives into strategic stories that create meaningful connections.

She'll reveal the essential types of stories every agency owner should develop to attract clients, while emphasizing the power of simplicity—demonstrating why less truly is more when it comes to impactful storytelling. Tune in to learn the art of strategic storytelling that positions your agency as the obvious choice in a crowded marketplace.

Margot Black is a publicity expert and founder of Black Ink PR, an agency that takes clients’ stories and turn them into winning strategies that produce strong results and elevate their business from established to extraordinary. She’s also the author of Life’s a Pitch, a masterclass in business, branding, public relations, and marketing that will teach you how to get what you want in business and life.

Margot shares her focus on the importance of storytelling in connecting with audiences, highlighting strategies for agency owners to effectively communicate their narratives, focusing on a number of stories that every owner should share with their audience and tools that will help you identify common denominators with your audience and understanding their problems.

In this episode, we’ll discuss:

• Connecting with prospects by sharing compelling stories.

• The importance of mapping out your process.

• 2 essential stories every agency owner should tell.

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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.

Connecting with Prospects by Sharing Compelling Stories

Many agency owners struggle to craft a compelling narrative about their business. According to Margot, the first thing you need to do is connect to your audience by finding a common denominator. One of the most powerful things you can do to achieve this is demonstrate your understanding of their challenges by creating stories that say “I know what your problems are. I understand.” These stories are always powerful because your audience feels seen.

Unfortunately, many entrepreneurs miss this opportunity by focusing too heavily on self-promotion ("let me tell you all about me"), neglecting the crucial element of empathy. When you demonstrate that you both understand and can solve your audience's problems, you've already won a significant part of the battle for their attention and trust.

Instead, Margot suggests framing your message around "how to" questions. For instance, "How to tell a better story so people will listen" or "How to find five people that need what you have." This approach not only positions the storyteller as an expert but also provides immediate value to the audience.

Pro Tip: Keep it Simple. With limited time and attention spans, your audience needs content that's easy to grasp and implement. Rather than overwhelming them with extensive offerings like a 123-lesson course, focus on digestible concepts: "I'll show you the four quadrants you need to dominate to attract more customers." You may think that the more you offer the better, but people have very limited time and attention to give in this ADHD era so make it easy for them to grasp the core concepts to enhance retention.

The Importance of Mapping Out Your Process

"How we do it" stories represent a powerful yet underutilized tool in agency communications. These narratives function as client roadmaps, clearly illustrating the processes and methodologies behind the agency's success. By transparently sharing these operational details, agencies demystify their work and provide potential clients with clear expectations. This structured approach significantly increases client confidence when deciding to partner with an agency.

Without process-focused stories, clients lack visibility into your working methods and can't anticipate how much involvement will be required from them. Margot specifically advises against giving clients "homework" as this creates additional burdens that often go uncompleted which leads to frustration and disengagement.

Instead, effective "how we do it" stories should clearly show the finish line—allowing clients to envision the end result before the partnership even begins.

Equally important is incorporating a "what's changing and where we're headed" element into your narrative framework. In today's rapidly evolving business landscape, clients seek reassurance that their agency partners understand how emerging changes affect their specific challenges. They want partners who not only recognize these shifts but also have developed clear strategies to navigate them successfully.

When in Doubt, Educate Your Clients

If you’re at all confused about where to start, stories that teach provide an excellent starting point. These narratives offer significant benefits by sharing valuable knowledge and insights that empower clients to better understand and address their challenges. This educational approach accomplishes two critical objectives simultaneously: it establishes your expertise in your field while keeping the client firmly positioned as the central character of the narrative. The most effective stories always maintain this client-centric focus. Their journey, challenges, and ultimate success should drive the narrative forward.

For instance, a leader might share a story about how they overcame a common challenge faced by their clients. By detailing the steps taken and the lessons learned, they not only provide valuable information but also illustrate their understanding of the client's journey.

2 Essential Stories Every Agency Leader Must Tell

1. Who I Am — Every leader should develop a compelling “Who I Am” story. The best advice Margot has to improve it is to know where to start. People tend to start too early and tell you about where they went to college or even their childhood – details that rarely resonate with potential clients. Instead, focus your personal narrative on establishing relevant expertise that directly addresses client needs. Even though the Who I Am story is about you, it’s still for your audience and should attract them.

2. Vision Story — Equally important is crafting a powerful "vision" story that articulates an inspiring future direction. These narratives provide clients with a clear roadmap to success—such as the eight pillars of agency ownership—and create a compelling framework for your relationship. A great historical example of an exceptional vision story is Martin Luther King Jr.'s "I Have a Dream" speech. This is one of the most powerful visions in American history that illustrates how powerful vision stories can mobilize and inspire action. Leaders who can paint a vivid picture of the future not only engage their clients but also empower them to envision their own 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.

Are you focusing your energy on growing existing client relationships or acquiring new ones? Building strong client relationships requires a commitment to proactive communication from the very beginning, as today's featured guest clearly demonstrates.

Our guest runs a brand agency that prioritizes nurturing and growing client relationships through three key strategies: establishing clear expectations, maintaining proactive communication, and implementing careful qualifying processes to ensure they partner only with the right culture fits. This intentional approach has made her agency irreplaceable to clients.

Discover the specific strategies and insights that have contributed to her success in building lasting, valuable client partnerships that stand the test of time.

Charlene Coughlin is president and partner at Twist Creative, a thriving brand agency founded by a husband and wife duo who combined their talents in writing and design to create a unique agency focused on brand growth. She discusses how to excel at scaling client accounts by nurturing existing relationships and creating strong partnerships, why she stopped participating in RFPs, and more.

In this episode, we’ll discuss:

• Nurturing relationships vs. landing clients.

• The art of proactive client communication.

• RFPs don’t equal quality clients.

• Building trust through consistent communication.

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Sponsors and Resources

Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Nurturing Relationships vs. Just Landing Clients

Many agencies get caught in the endless task of getting more and more accounts and don’t spend nearly as much time on growing those accounts. For Charlene, the business has always been about relationships. She feels it’s useless to have amazing creative if it won’t get used because relationships go sour.

First and foremost, she recommends aiming to understand the client, their motivations, and goals to build a relationship based on really listening to them. By actively listening to clients and demonstrating authentic interest in their success, agencies can transform the traditional vendor-client dynamic into a true partnership built on trust and mutual understanding. This shift fundamentally changes how clients perceive the agency's role.

When this transformation occurs, agencies become irreplaceable strategic partners rather than interchangeable service providers. The relationship evolves from clients dictating specific deliverables to collaborative planning sessions where both parties work together on annual goals and budget development. This partnership approach not only secures long-term client retention but also creates opportunities for account growth that far exceed what's possible through constant new business acquisition.

The Art of Proactive Client Communication

Building strong client partnerships that grow over time requires intentionality from the very beginning of the relationship. Charlene's team implements this philosophy through a proactive approach to client communication that starts during the onboarding process. Rather than reactively waiting for clients to reach out with needs or concerns, they systematically initiate engagement, establishing a foundation of trust and collaboration that benefits both parties.

This proactive communication extends even to prospective clients who are still evaluating whether to work with the agency. Through consistent follow-up and responsive answering of questions, potential clients develop clear expectations about the working relationship before making their decision. By the time they commit, the groundwork for effective collaboration has already been established.

Setting clear expectations from the outset is crucial to this approach. Charlene's team conducts candid conversations to understand what clients value in agency partnerships and what previous experiences have frustrated them. This transparency acknowledges that challenges will inevitably arise while emphasizing their commitment to navigating difficulties together.

Ultimately, ensuring that potential clients align with the agency’s core principles will help you cultivate a more harmonious working relationship. This selectivity not only reduces friction but also enhances the overall experience for both the agency and the client, leading to more productive collaborations.

Protecting Your Agency’s Culture by Prioritizing Healthy Client Relationships

Establishing client alignment from early on also helps agencies avoid the difficult relationships that arise with clients that are just a bad fit. These are the type of clients that will expect a response at any hour of the day and treat your team poorly. The stress and dissatisfaction that arise from such relationships overshadows the potential for creative opportunities, ultimately resulting in a toxic work environment.

For Charlene, these projects are just not worth it and usually require more time and effort than originally estimated. There was a time when her agency was willing to compromise its standards due to financial pressures. However, this mindset only leads to a cycle of negativity, where the agency finds itself mired in challenging relationships that drain energy and resources. By being willing to say "no" to clients who do not respect their team, agencies protect their culture and morale, allowing them to focus on meaningful partnerships that foster growth.

Why RFPs Don’t Always Equal Quality Clients

Like many agencies, Charlene’s team used to spend hundreds of hours on Requests For Proposals, putting a lot of effort into its content and correct format only to never hear back from these companies.

Additionally, the RFP process can inadvertently encourage agencies to engage in practices that undermine the value of their work, like the pressure to provide free spec work to stand out among competitors. This happened to Charlene and her team in 2018 with a project they really wanted to win. However, they only agreed to participate in this RFP after negotiating payment for their spec work. This way they not only got compensated for their time but also demonstrated the value they placed on their creative output.

Still, Charlene found that with RFPs the final decision tended to be based on budget more than what each agency offered, which made those clients the wrong fit for her agency. Therefore, they stopped spending time on RFPs altogether as she found this would actually save the agency time and money they could spend in finding actual qualified clients.

How Charging for Strategy Pays Off in the Long Run

Agencies that sell a Foot-in-the-Door project rather than pitching a big project gain more in the long run. A FIYD is an alternative where agencies propose smaller projects or consultations that allow them to demonstrate their expertise while fostering a collaborative environment. This strategy not only positions the agency as a trusted advisor but also creates a sense of ownership for the client, enhancing their investment in the relationship. It also provides more opportunities for conversations where the agency can find out more about the clients’ issues and what they really need.

Creating a foot-in-the-door offer requires a shift to start charging for insights and strategy many are giving away for free. Clients may struggle with the transition from receiving complimentary advice to paying for it. However, this shift is crucial for establishing the agency as a valued partner rather than just a service provider. When clients begin to pay for strategic insights, they are more likely to engage deeply with the process, leading to better outcomes and a stronger relationship.

Building Trust Through Consistent Communication

In client relationships, anxiety typically arises when communication is lacking. This is why Charlene focuses on building strong connections that extend beyond merely addressing problems to fostering open dialogue. When clients feel comfortable reaching out, it reflects the solid foundation of trust and understanding she has established.

Charlene's agency implements a proactive communication strategy, sending regular status updates even when there is little to report. This consistent attentiveness reassures clients that they are valued and their needs are being addressed, creating a true sense of partnership.

The results of this approach are evident in client behavior. Not only do clients readily discuss business issues with Charlene, but they also seek her expertise on other matters. This pattern demonstrates how thoughtful communication cultivates relationships where clients feel supported, understood, and confident in the partnership.

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 consider a merger or acquisition as a growth strategy? What does it look like to acquire another agency? How can you ensure success for the buyer, seller, and existing clients? Today’s featured guest demonstrates how this approach can be highly effective when executed thoughtfully. He started his agency after realizing he would never get the recognition he deserved while working for somebody else, which drove him to establish his own agency where he now thrives.

Recently, he expanded through the strategic acquisition of three agencies, focusing primarily on their client portfolios. His acquisition strategy emphasizes the importance of relationship continuity, specifically seeking arrangements where previous owners remain involved during the transition period, allowing his team to gradually build trust with the inherited client base. Learn from his valuable insights on entrepreneurship and the strategic use of acquisitions for agency growth.

Luke Szkudlarek is a founding partner of What., a Zurich-based consultancy and growth hacking group focused on helping SMEs and startups with growth, digitalization, and product development. He’ll share the pivotal moment that sparked his decision to pursue entrepreneurship after an encounter with his boss, highlighting the importance of ownership and recognition in the workplace.

In this episode, we’ll discuss:

• Spotting trends that lead to agency success.

• The mind shift needed to break the glass ceiling on growth.

• Using agency acquisition as a growth strategy.

• Ensuring a smooth merger and acquisition for agency clients.

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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 a Dismissive Boss Sparked an Agency Journey

Luke's entrepreneurial journey began in Zurich with what seemed like a straightforward 'easy' role helping an agency acquire new clients. As he sharpened his skills he soon started working with giants like Nestle and Victoria Knox.

After closing a few lucrative deals, Luke approached his employer about receiving company shares as compensation for his valuable contributions.

His boss's dismissive response—offering a spa treatment instead of equity—became a key moment in his career. Rather than viewing this as a setback, he recognized it as a sign that it was time to venture out on his own. Confident in his ability to attract and maintain relationships with major clients, he started to plan his next move with a colleague. Six months later they were ready to start building their own business.

Spotting Trends as the Secret to Early Success

While many startup agencies start out relying on referrals, Luke attributes his success to an ability to identify and capitalize on emerging market trends. Firstly, he benefitted from starting out in a market where growth hacking was still relatively unknown, allowing his firm to establish itself as a pioneer in its niche. Rather than simply focusing on website visibility, they differentiated themselves by creating valuable digital assets for their clients.

Luke was also quick to spot the benefits of having a hybrid team, which gave him access to talent from all over the world. It also allowed him to undercut the competition with lower prices, and he had a hybrid structure already set when the pandemic hit.

Furthermore, while many agencies still thought that working with startups was a waste of money, Luke focused only on these businesses. Bigger agencies had no interest in working with a $50,000-$60,000 budget, but it was just what his agency needed to start building their brand. This led to many obscure projects, but as one of few agencies working with startups it was pretty easy to jump from an initial project to a much larger one and opportunities to build relationships with investors.

Outsourcing Tasks as a Strategic Growth Plan

One of the critical decisions that significantly influenced his agency’s growth was delegating administrative tasks. Neither Luke nor his partner are very fond of admin work and didn’t want any part of the invoicing. However the invoicing process is a fundamental one in an agency and a focus when it came to a basis for success. They recognized their strengths lay in selling and project delivery, not in repetitive administrative work so that was the first choice when it came to start hiring to delegate.

This approach is about more than offloading work, it is a strategic decision with significant advantages. By outsourcing administrative tasks, it frees up valuable time and resources, enabling founders and key team members to focus on strategic planning, client engagement, and product development.

The Mind Shift to Break the Glass Ceiling to Real Growth

Many founders find themselves trapped after hitting a glass ceiling, unsure of how to break through to the next level. You need a fundamental mindset shift before you can get past this stage.

This mindset shift requires you understand that growth is not solely about increasing revenue or expanding service offerings. Instead, it requires a clear vision and the ability to communicate that vision effectively to the entire team. Founders must ask themselves not just where they want to go, but how to empower their teams to make decisions that align with that vision.

Moreover, it’s about hiring strategically to build a team that can take the agency further than you can done by yourself, while also working on improving yourself to set the vision and be the face of the agency. Luke has recently started working with coaches to get inspiration and it has made a big different in his goal of getting to the next level.

Acquisition as an Agency Growth Strategy

By now, Luke’s agency has acquired three other agencies and continues to learn about these transactions. All three processes were different, with the first one being a merger with an agency that initially came in as a strategic partner and the last two being more asset purchases focused on their client portfolios.

According to Luke, it’s quite difficult to convince Swiss clients to leave their agency, even if you present an opportunity to save them a lot of money because personal relationships often hold more sway than the merits of a compelling pitch or a well-crafted campaign. Consequently, it’s easier in his view to acquire the portfolios to start a relationship with those companies. This approach not only facilitates expansion but also enhances the value proposition offered to clients, ultimately driving profitability and market presence.

How to Ensure a Smooth M&A Transition for Agency Clients

In agency acquisitions, understanding the seller's post-sale intentions is crucial for establishing a successful transition. Try to get a clear response of what they’re hoping to get from the sale.

Do they want to completely separate themselves from the agency and do something else? Do they prefer staying and focus on sales and growth? Or maybe focus on profitability and growth? There are scenarios where each of those options could work but there needs to be a clear understanding from the beginning for it to work for both parties.

Luke's approach to acquisitions specifically acknowledges the relationship-based nature of agency businesses. He personally prefers for the founders to stay for a while as he works to earn clients’ trust. If a seller walks away immediately, the client list becomes worthless since their relationship is with the previous owner. Until the trust is built, it’s best to keep sellers on board.

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 sell your agency if the right opportunity presents itself? Making your business sale-ready requires more than just financial preparation—it demands emotional readiness and the ability to set ego aside.

With pleasure, we are featuring a long time mastermind member on the show who, after recently selling his agency, now describes himself as a “recovering agency owner”. It was an unexpected opportunity that turned into an amazing deal for the seller and buyer. Jordan discusses the way he took control of his agency’s future by pursuing the sale, what he’d change about the process, and the importance of having a plan for post-sale integration.

Our guest is Jordan Choo, a recovering agency owner who previously founded, built, and sold Kogneta, a digital marketing firm focused on helping local businesses grow effectively. He is a longtime friend of the podcast who was mastermind member for sixy years before selling his agency. He is here to talk about the acquisition process, which began through an introduction from another agency owner rather than a typical unsolicited acquisition offer.

In this episode, we’ll discuss:

• Turning a potential partnership into an acquisition

• If you want to sell, leave emotions and ego at the door.

• Overcoming 2 common agency owner struggles. 

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FREE Training: Feeling stuck in your agency? You’re not alone. Running an agency can be isolating, overwhelming, and downright exhausting. But it doesn’t have to be. At Agency Mastery, we’ve been there—which is why we now offer free training resources to transform your agency from a liability to an asset.. Check out our FREE RESOURCES on Lead Generation and Sales Systems. No strings attached. Just the tools you need to grow smarter, not harder. Get started today at agencymastery360.com/training. Don’t let your agency hold you back. Let’s build the future you deserve.

Turning a Potential Partnership into an Agency Acquisition

If you run an agency, and especially if you’ve grown beyond a certain point, you should be really clear about your why and what you have in mind for the future.

There’s a chance you started as a lifestyle business. In that case, there isn’t much to worry about beyond maintaining profitability. However, if you started it with the intention to grow that business to eventually sell, then that will dictate how to grow your agency.

At some point, most agency owners have gotten the typical pitch email expressing interest in buying their business. In Jordan’s case, it all started with an introduction from another agency owner. The contact wasn’t specifically looking to purchase his agency, but for a white label partner to provide marketing services in order to expand their value to clients.

After a few conversations with this agency, Jordan realized it would make more sense for them to acquire his agency rather than getting into a longtime partnership. It was a pretty good fit in terms of their cultures and how their agencies were structured. Hence, he was encouraged to bring the matter up and ask them their thoughts about a potential merge.

What started as Jordan's curiosity about the buyer's serious intentions evolved into meaningful discussions about merging the businesses. The organic nature of these conversations led to a deal that benefited both parties, with the entire process—from initial talks to signing a formal letter of intent—taking approximately five months.

Selling Your Agency? Leave Ego and Emotions at the Door

Understanding that ego can be a deal-breaker in business transactions, Jordan approached his agency's sale by being pragmatic and emotionally detached. He established a realistic valuation range and minimum acceptable offer before negotiations began. Fortunately, his expectations aligned well with the buyer's assessment, which streamlined the negotiation process.

In the best case scenario, both parties are adequately educated on how the business should be fairly valued. But for that to happen, you need to separate the part of your identity that is closely linked to the business and have a clear path for what comes next after the sale. What are you looking for to doing post sale? Do you have plans to start a new business or follow a new interest? If you can’t answer these questions, maybe it’s not your time to sell.

In his case, Jordan wants to rest, take some time off, and then go back to focusing his time and energy on growing a brand, instead of focusing on several brands at the same time, like he used to do with his agency.

Overcoming 2 Common Agency Owner Struggles

Reflecting on his agency journey, Jordan identified two critical challenges that influenced his business's growth trajectory: team building and role transition. In the early stages, he struggled with making effective hiring decisions and came to realize that the team you choose defines how quickly or slowly you grow.

He also understands building the right team requires absolute clarity about the business's objectives. Without a clear vision, you cannot guide your team in the right direction and build the right foundation so they can make decisions without you. By investing time in the hiring process and ensuring alignment with the agency’s values and goals, owners can cultivate a team that is competent and motivated to drive growth.

As the agency expanded, Jordan faced another common challenge: the difficult transition from working IN the business to working ON it. While he was naturally drawn to sales activities, his role as owner demanded focus on strategic initiatives like business growth planning, marketing strategy, leadership development, and creating standard operating procedures (SOPs) for effective delegation.

This all goes back to delegation, a common struggle often stemming from a fear of losing control. Delegation, in this sense, should be not just about offloading work but about strategically positioning the right people in the right roles to achieve collective success.

Why You Shouldn’t Skip the Integration Plan

Jordan has no regrets about how the acquisition went down. In fact, he wouldn’t change anything about the negotiation process. However, he does wish he would’ve spent more time structuring an integration plan. To him, the first 90 days post sale should be laid out and planned for to ensure a smooth transition.

For agency owners considering a sale, Jordan recommends thoroughly understanding the buyer's motivations and intended use of the acquired agency. This understanding is crucial because it directly impacts the post-sale relationship. He advises against committing to lengthy employment agreements if the acquiring company doesn't have a clear need for the owner's continued involvement.

In his case, Jordan treated the purchase agreement and the employment agreement as two separate entities and two separate negotiations, which proved to be the best course of action.

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.

Could an internal succession be the right choice for your eventual agency exit? What could that sort of deal structure look like in order to ensure you’re leaving the agency in the best hands possible? As one agency owner transitioned to out of the agency day-to-day, an unexpected result was an organic exit from the business with an employee buyout.

A shining-star employee with the potential to be a great owner was the buyer in mind. Now the challenge was helping him get to a place where he could make the purchase. Listen to the inspiring story of adaptability and structuring the right deal to sell your agency to the right person.

Eric Holter is the CEO of Cuberis, a specialized web development firm focused on the museum industry. He shares his journey from studying traditional illustration to working in web development and launching his first web company, the reasons he decided to sell and follow other dreams, and how he ended up owning another agency years later.

Eric is also the author of Blazing the Freelance Trail, a roadmap for creatives just getting started that will walk them through five main principles: money, minutes, management, marketing, and motivation and explains their role in creating and running a business.

In this episode, we’ll discuss:

• Client diversification for agency survival.

• Building a bridge from employee to ownership.

• The five roles of a CEO.

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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 Freelancer to Agency Owner, Twice!

Eric first entered the advertising world as an illustrator using the traditional methods. He was looking for something new after freelancing for a while and knew his skills in letterpress printing and wood engraving wouldn’t pay the bills.

However, in 1995 he was quick to adapt to the new era brought by the internet and started his first business. Back then, all his clients were just scrambling to get a website for their businesses. Finding clients was as easy as sending them an email offering his services. This agency grew quickly to 12 employees and then was hit by two major events throughout the years: the dotcom bubble burst and 9/11, prompting a dramatic downsizing.

Though the agency gradually recovered, Eric ultimately decided to sell in 2013 looking for a fresh start doing some consulting work. He wanted to help business owners learn how to run their business.

One of his clients was Cuberis, whose (then) owner needed guidance in managing the business. What began as a consulting relationship evolved into an unexpected opportunity and Eric eventually purchased the agency. With this, round two of agency ownership began.

Learning to Diversify Clients as the Key to Agency Survival

That first blow during the dotcom bubble burst helped Eric see the initial model of direct client engagement was no longer viable. Whereas before the referrals just poured in as everyone tried to beat the competition to get a brand new website, he now needs to forge strategic alliances allowing him to continue generating business.

He also needed to rethink his focus, so far marked by working primarily with small, brick-and-mortar clients. Instead, the experience gained during several difficult times and subsequent economic downturns taught him that a diverse client base can serve as a buffer against market volatility.

An Unexpected Exit: What Decisions Led to Selling the Agency?

Eric's decision to sell his agency emerged organically from a series of strategic decisions that began in 2000 when he hired an consultant to enhance his business management skills. In hindsight, investing in professional guidance was the beginning of a journey he hadn't anticipated.

Following the consultant's advice, Eric started transitioning from an active role in his agency to developing a resilient organizational structure and empowering employees to operate independently.

Initially, this move didn’t have an exit strategy in mind—just sound business practices aimed at improving the agency's efficiency. However, by 2008 he felt there wasn’t much for him to do at the agency, which made him restless.

While he contemplated changing up things in the agency to satisfy his entrepreneurial drive, he knew it would just divert from the things that were already working. Ultimately, it became clear that instead of introducing changes just to scratch his entrepreneurial itch, it would be better to sell and move on to new things.

Building a Bridge from Employee to Agency Owner

When Eric decided to sell his agency, he identified an employee with  the ambition and capability to take over the business. The challenge then became structuring a deal that would make the purchase feasible for this successor.

The plan was a five-year buyout with an element of owner’s financing. Basically, Eric increased the employee’s salary so that he could take a portion of this new salary each month and buy shares according to a distribution schedule. Over a five-year period he continued to buy shares as his equity increased. Once he hit a 45% ownership, he would buy the rest all that once through a loan.

This structure not only provided the employee with a clear pathway to ownership but also allowed him to acclimate to the responsibilities of ownership without the pressure of an immediate buyout. He was able to learn about the business and develop his leadership skills under Eric’s mentorship. For him, the key to succeeding with this type of structure is to take your time with the process.

Ultimately, this was the best decision for the agency and for himself. Eric knew the business was in good hands and he also knew there were other things he wanted to do. He wanted to focus on helping other people run their businesses more efficiently.

Not Your Time to Sell? Here are the 5 Roles of a CEO

For Eric, not working in the business and feeling isolated from the work being done helped him realize he wanted to sell and move to other things. However, this doesn’t have to be the case for all agency owners. You can successfully make the transition from owner to CEO and find meaning in your new role as long as you understand what that role is. The 5 roles of a CEO are:

1. Grow and mentor the leadership team.

2. To be the face of the company.

3. To set vision and direction.

4. Manage the financials.

5. Be available for key relationships.

Whatever you’re doing, make sure they are part of these five roles. If it’s something outside of these, you need to assess whether or not you are the one that should be doing it.

If this is something you’re ready to do for your agency, then selling is not the right move and you can continue being part of the business growth. If not, and you already have a plan for what you’ll do after selling, then an acquisition is the best path for you.

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 measure your agency’s success? Awards and accolade? Top-line revenue and big name clients? What if we told you a more focused and lean approach could be the best path. Today’s featured guest realized the importance of finding a "sweet spot" in the agency world, so he moved to focusing on quality over quantity. He talks about the challenges of maintaining a small client roster and the benefits it brings. In his business model, his agency is providing consistent, high-quality work and building strong partnerships. Learn valuable insights on leadership, innovation, and the importance of a good relationship building.

Nick Francis is the Chief Visionary Officer of The Franchise Group, a strategic marketing and creative agency that does a comprehensive range of services, including video production, web design, graphic design, and event production. He recounts his journey into the agency world, beginning with the support of a boss who became a mentor and surviving the housing market crash and the pandemic. Nick discusses how he built a culture that has created remarkable retention rates at his agency and why his network is his most important tool to keep a full client funnel.

In this episode, we’ll discuss:

• Adapting and innovating in uncertain times.

• Redefining success instead of chasing awards.

• Retaining talent longer than the industry average.

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Sponsors and Resources

Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months.

Building an Agency with the Right Mentorship

Nick began his career working in the film industry, later transitioning to the ad world, and eventually ending up at a company that blended both worlds working in video production and events.

As part of a small team of five people, Nick worked on the creative development side from writing scripts to pitching ideas. His work attending events led him to form a network of people in that space who needed similar services. Soon he started bringing in new clients for the agency.

Nick’s boss noticed he' had mastered nearly every aspect of the business except financial management. He took the unusual step of sharing budgeting expertise with Nick and actively encouraging his independence.

In 2006, Nick launched his own agency, bringing along a big client that sustained his business through its crucial first five months.

It’s a very unique case scenario to start your agency with your former boss’s support and even taking a big client with you, but that relationship was pivotal in Nick’s journey, with him continuing to be his mentor to this day.

Adapting and Innovating in Uncertain Times

Running an agency that focuses mostly on the events industry, Nick’s business practically disappeared with the pandemic and the lockdowns. Suddenly, the agency lost a devastating 35% of its revenue that year.

Instead of panicking, they quickly adapted to online events for a while. They moved to building a full broadcasting suite at their office to help clients get their message out in a time when they couldn’t do so at live events. Initially, they faced resistance with clients still being more interested in traditional event experiences. However, as they persisted in promoting the benefits of virtual engagement, they found success in reaching a wider audience.

It was a bold move that took some time to gain interest but it was the right call to keep the business going during those uncertain months.

Redefining Success Instead of Chasing Awards

The agency industry tends to be heavily focused on growth and competition, which affects how owners see their own milestones and overall success.

The pressure to grow fast and beat their competition leads many owners to chase awards over personal fulfillment. But why should success be defined by outside metrics rather than personal satisfaction? For some, a lean, focused approach yields greater satisfaction more than a huge, impersonal operation.

In Nick’s case, after navigating the turbulent times of the housing market crash, he and his team adapted by becoming an extension of their clients' teams rather than merely functioning as external vendors. This shift allowed them to forge deeper connections with their clients, emphasizing collaboration and shared goals.

After years of growth, he and his team started to consider the advantages of focusing on bigger clients who sign longer contracts and usually represent less hassle for them. On one hand they were thinking strategically about the future of the agency but on the other the agency just naturally moved in that direction based on what clients were looking for.

Retaining Talent Longer Than the Industry Average

Many owners believe if the business isn’t growing employees will see stagnation and eventually leave. Instead, Nick advocates for balancing professional development with personal wellbeing as a different metric of success. His approach has yielded remarkable results, particularly with entry-level hires who typically remain with his agency for three to four years—far exceeding the industry standard.

This success in retention stems from a deliberate focus on creating a fulfilling work environment. Nick has found that employee satisfaction most commonly correlates with feeling valued and finding meaning in their work.

Career goals are important, of course, but as long as you continue to challenge your employees and innovate they’ll stay inspired and motivated to do good work.

You Never Know When You’re Building a Relationship

After nearly two decades in the industry, Nick has cultivated a powerful professional network that serves as his agency's primary source of high-value clients.

In his view, a good network is everything and building and nurturing relationships should be not just a supplementary aspect of business but a fundamental aspect intertwined with growth, opportunity, and resilience.

Nick advises agency owners to remember that genuine engagement with others leads to unexpected opportunities. By being fully present and attentive, it fosters deeper connections that later evolve into fruitful collaborations.

You never know when you're building your next relationship, so approach networking not as a transactional but as an organic process of connection-building.

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 integrating AI in your agency processes in the most effective ways? What sort of opportunities are you missing by not integrating AI into your agency’s systems and processes? There’s no going back from AI, so you might as well embrace it as it continues to evolve the ever changing agency landscape.

While many agencies have begun incorporating AI tools, numerous opportunities remain unexplored, and the technology's full potential is still emerging. Today's featured guest brings unique insights as an agency owner who has fully embraced AI's transformative power. Through his continuous study and practical implementation of AI solutions, he has gained valuable perspectives on how this technology is fundamentally altering agency operations—from team structures to client expectations. Tune in for practical insights for agency leaders looking to harness AI's potential while adapting to the evolving demands of the digital marketplace.

Manish Dudharejia is the founder of E2M Solutions, one of the largest white label partners for digital agencies that has established itself as a trusted resource for agencies needing support in website development, e-commerce, SEO, and content creation, particularly in WordPress.

Manish is a good friend of the podcast and a repeat guest of the sharing insights on hiring tips for agencies, advice on how to level up your agency, and the right time to use acquisition as a strategy for growth.

In this episode, we’ll discuss:

• AI’s role in agency evolution.

• Why your agency should stop charging hourly rates.

• 2 big opportunities for agencies to integrate AI.

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The Transitional Phase Agencies Face with the Rise of AI

It seems as though things shift rapidly in the agency space ever since 1999 when the arrival of the internet forever transformed how we market.

One of the biggest shifts in the agency model in recent history is the use of AI. This technology has come to completely revolutionize the internet and, as Manish points out, it’s impossible to ignore.

The launch of user-friendly platforms in the early 2000s marked the beginning of a paradigm shift. Businesses quickly became aware of these alternatives, leading to increased competition and a downward pressure on prices as businesses became more informed.

Today, we find ourselves in a similar transitional phase. The integration of AI technologies into agency workflows promises to enhance efficiency by automating repetitive tasks, streamlining project management, and optimizing client communications.

A more informed and discerning consumer expects personalized experiences and immediate responses. Agencies must adapt their strategies to meet these expectations, leveraging data and insights to create tailored campaigns that resonate with their target audiences.

 AI’s Role in Agency Evolution

The rise in the use of AI technologies in the industry does not mean this technology will replace agencies. However, agencies that integrate AI will replace those who don’t.

What AI can do in agency world is not merely about automation or replacing human effort; rather, it is about enhancing capabilities and redefining the agency-client relationship.

Historically, agencies had relied on large teams to execute projects and meet client demands. However, as technology evolves, the need for extensive manpower diminishes and agencies must position themselves as strategic advisors rather than just service providers. Clients are increasingly looking for partners who can address their biggest challenges, not just execute tasks.

Additionally, AI is also having an impact on the dynamics of team structures within agencies. Traditionally, growth was synonymous with hiring more staff. However, the advent of AI challenges this idea. Today, agencies can achieve growth without necessarily increasing headcount. This shift encourages a leaner, more agile approach to business operations, where technology complements human expertise rather than replaces it.

Why Your Agency Needs to Stop Charging Hourly Rates

The advent of artificial intelligence (AI) presents a transformative opportunity for agencies to streamline their processes, reduce delivery times, and ultimately increase their bottom line. This reduction not only improves operational efficiency but also contributes to increased profitability. However, this also means you should reevaluate how you’re charging and how you’re choosing to present the value you’re bringing to clients.

With AI's ability to streamline processes and enhance productivity, agencies can significantly reduce the time and resources required for project completion. For instance, if a website that once took 100 hours to develop can now be completed in just 10 hours, agencies risk losing substantial profit if they maintain an hourly billing model.

Bottom line, by charging hourly you are losing money by become more efficient.

2 Big Opportunities for Agencies to Integrate AI

1. Fractional AI consultants. Manish sees huge opportunity for agencies that embrace AI consultancy as a crucial strategy to enhance their services, streamline operations, and ultimately drive revenue growth.
   
   By hiring fractional AI consultants, agencies can offer specialized guidance to their clients without the burden of fulltime hires. This approach not only allows agencies to enhance their service offerings but also enables them to assist clients in integrating AI into their daily operations. As AI continues to evolve, the demand for expertise in this area will grow, making it a timely investment for agencies looking to differentiate themselves in a competitive market.

2. Responsive SOPs. Traditionally, SOPs serve as static documents that guide team members in their tasks. But how could AI improve this? For his part, Manish is testing dynamic SOPs powered by AI. By feeding existing SOPs into an AI agent, agencies can create a responsive system that provides real-time insights and recommendations. This approach not only enhances the relevance of SOPs but also allows teams to ask specific questions and receive tailored guidance.
   
   Using Ai in this way opens up many possibilities like identifying efficiencies as things change. For instance, you can use it to streamline the onboarding process, making it faster and more efficient. Additionally, it could provide valuable insights into client challenges, enabling agencies to respond more effectively and proactively address client needs. This adaptability is crucial in an environment where client expectations are constantly evolving.

Furthermore, AI models trained on both public and private data can enhance the quality of SOPs and operational processes. By leveraging the insights generated from these models, agencies can refine their strategies and make more informed decisions, ultimately leading to better outcomes for both the agency and its 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.

Have you defined the who in your agency’s growth journey? What are you using to guiding the type of team that will grow your agency to it's full potential? In today’s episode, our featured guest shares his experience of co-founding a digital agency two decades ago with a group of former colleagues. By bringing clients from their previous agency and leveraging a steady stream of referrals, they were able to launch and grow their business. However, he quickly discovered that attracting the right talent—especially individuals excited to join a small, fledgling agency—was far more challenging than expected.

Learn the valuable lessons he’s learned about hiring, the qualities he looks for in candidates to drive his agency’s success, and why he emphasizes the importance of acting swiftly when a hire isn’t the right fit.

Justin Hall is the co-founder and managing partner of Voxus PR, a B2B tech PR, social media, and content agency based in South Seattle. He shares the story behind how he and his partners transitioned from a larger agency to launching their own, the uncommon support from their former employer during their transition, and what’s he’s learned since about hiring and scaling.

In this episode, we’ll discuss:

• Why asking “who” matters more than “how” in agency growth.

• Balancing experience vs. potential in agency hiring.

• Be quick to act if a new hire is not the right fit.

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Sponsors and Resources

Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months.

An Intentional Agency Backed by the Old Boss

Justin’s path to agency ownership was more deliberate than the typical accidental agency owner. He worked at a big agency twenty years ago, where he joined a group of workers who set out on their own to build an agency.

Motivated by the idea that they could figure out a better way to do things, this group ventured to start their own business. They had built a reputation for exceptional work, which earned them not just their former boss's blessing, but also the opportunity to bring several existing clients with them. In fact, Justin acknowledges that their old boss’ support played an important role in their eventual success.

It’s an extremely rare case scenario and one that was a result of the great work that these workers had done for that agency.

Why 'Who' Matters More Than 'How' in Agency Growth

When it comes to choosing a niche, Jason believes it’s a mistake to make this decision based on your personal preferences. “Do I love this particular niche?” Is not necessarily the best question to ask yourself when choosing a path for your agency. Instead, this would be a good moment to ask yourself: “Where?” and “Who?”

These questions serve as guiding principles for agency leaders, enabling them to empower their teams to make informed decisions autonomously. When agency leaders focus on the destination rather than the minutiae of the journey, they create an environment that fosters initiative and proactive problem-solving among their employees. In this sense, instead of asking HOW can I get my agency to the next level? Ask yourself WHO could help me reach that goal? And WHO do you need to become to not hold the agency back?

This mindset of surrounding yourself with the right people who can contribute to the agency's vision and help navigate the complexities of growth should also align with your recruitment strategy. As Justin has learned, leaders should be hiring for initiative and communication rather than merely filling positions based on specific skill sets.

Balancing Experience vs Potential in Agency Hiring

Once the business was set up and some clients were secured, Justin and his partners faced the challenge of scaling and adding new business responsibilities to the client work they usually handled.

Fortunately for them, the referrals poured in during the first several months, so new business was not a concern. On the other hand, finding talent willing to join a small agency was not easy. Unlike larger corporations with specialized roles and departments small agencies require employees to wear multiple hats. As Justin explains, the ideal candidate must not only excel in project management and writing but also be adept at pitching media and communicating effectively.

This recruitment challenge prompted a fundamental strategic question: should they prioritize experienced people who could immediately contribute, or invest in developing new, young talent with the right potential? Each approach has its merits. Initially, the partners sought seasoned professionals who could make an instant impact. Yet they quickly discovered that these experienced hires often required significant support and integration.

Hence, they now expand their search to also find talented young individuals fresh out of college with the right attitude and potential that could be trained to become valuable team members. The agency has adapted to offer these individuals what they would need to thrive: invested mentors and the right processes to make them the best they can be.

Making Hard Choices in Small Agency Leadership

Thinking about past hiring mistakes, Justin goes back to the need to fail fast when you’re running a smaller agency. This is true for clients and also for employees. In both cases, you’ll need to say no sometimes and be quick to find out whether or not they’re the right piece in your puzzle.

The balance between nurturing talent and recognizing when to make tough decisions is a delicate one that agency leaders must navigate. You may recognize the signs that an employee is just not right for your team but fail to act quickly and hold on to them thinking you can turn things around. It’s human nature to want to fix the problem.

For Justin, it depends on whether or not the employee is 100% invested in trying learn and get better. At the end of the day, however, if they’re not capable of fulfilling certain functions in a time-effective manner, then they’re probably the wrong fit. This philosophy is compassionate yet pragmatic. It recognizes that sometimes, the most supportive action is to acknowledge when an employee's skills and the agency's needs are fundamentally misaligned.

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 overwhelm or frustration ever made you want to sell your agency? When you’re burned out, the grass might look greener — but one agency owner learned that it’s not. Discover why he sold after just two years plus why the acquisition was dissolved and he grew his original business back to 5X within the next four years.

Learn more about his reflections on why his initial burnout came to be, the reasons that partnership failed, and how he managed to rebuild his agency even stronger by surrounding himself with the right people.

Alex Polamero is the founder of Ninestone Partners, an agency focused on the middle of the funnel. They build marketing and sales automation systems that help clients scale and effectively nurture prospects to closing. He discuss the evolution of his career, going from solopreneur to building and selling his agency and remaining as an equity partner. Alex also dives into his mindset and reasons behind his agency’s sale and the events that led to him taking back ownership of its name and original clients.

In this episode, we’ll discuss:

• Selling as a way out of the burnout trap.

• Cashflow issues and not making payroll.

•  Lessons after buying back his 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.

Building an Agency by Filling the Gap

Alex has over 20 years of experience working with CRMs, beginning as an Oracle superuser with an extensive network of contacts and later becoming a Marketo-certified expert managing marketing for a billion-dollar real estate firm. Seven years ago, he took the leap to start his own venture, Ninestone Partners.

When he first launched his business, Alex viewed other agencies as competitors, seeing them as rivals in areas like website development and paid advertising. However, years of experience shifted his perspective. Today, his agency operates as a collaborator, working alongside other agencies and specializing in the middle of the funnel—where their expertise truly shines.

According to Alex, most people don’t know the nuances of every automation system, which one to use in each industry and how to help businesses grow quickly. This knowledge gap is where his team excels, helping businesses grow quickly by leveraging the right automation strategies tailored to their needs.

Escaping Burnout by Selling the Agency

Two years after starting his agency, Alex had two full-time employees and several contractors, even managing automated marketing solutions for a larger 25-person agency. Despite this success, he found himself overwhelmed and burned out.

Looking back, he realizes the root of his struggles was that he hadn’t chosen between being a solopreneur—taking most of the profits to fund his lifestyle—or committing to being a true business owner. Straddling both worlds, he continued accepting new projects for quick profits without building the necessary team infrastructure. His fear of hiring and potential failure led to increasingly unsustainable workweeks filled with late nights and weekends.

This approach inevitably led to stagnation. Alex faced a classic dilemma: unable to handle more clients alone, yet afraid to bring on additional help. Like many inexperienced business owners, he had initially prioritized money over time and it took years before he learned to value time with his employees, family, and himself.

His mindset reflected a common misconception among agency owners: that leadership means outworking everyone else and that constant busyness equates to productivity. Exhausted from this unsustainable approach, Alex ultimately sold his agency in a deal keeping him on as an equity partner. The arrangement promised relief from the administrative and management duties he disliked, allowing him to focus solely on sales.

Post-Sale Breakdown: Cashflow Issues and Not Making Payroll

The first weeks post-sale were great for Alex. He finally had time for himself and even went on a skiing trip with some friends. However, eight months later, the reality of balancing multiple roles began to take its toll. Juggling his sales responsibilities, equity partnership duties, and technical operations proved far more challenging than he had anticipated.

Around this time, Alex and his partners discovered a critical issue: their invoicing process had completely broken down, resulting in six months of unpaid invoices, an oversight that left them without the funds to pay their 25 employees.

With no money to cover payroll, Alex was forced to take out a high-interest loan, a decision that weighed heavily on him and his family.

It became clear that not everything was going as well as he’d initially hoped. After this, Alex and the other partners reached the conclusion that there were some aspects of running the business in which they just didn’t agree.

Why Clarity is Key: Growing 5x in Four Years

The heart-to-heart with his partners culminated in an offer to buy back his agency. Under the terms of the deal, his partners would retain his equity and any new clients acquired during that year, while Alex regained his previous clients and rights to the Ninestone name. Though he restarted with only half the business he had before the partnership, Alex viewed it as a fresh start.

Four years later, his agency had grown to five times its size at the time of the split. This period was a lesson in humility and forced Alex to confront the reality of his situation and acknowledge that he didn’t have all the answers. It also underscored the inherent uncertainty of the entrepreneurial journey—a reality he had to embrace rather than resist.

Furthermore, the experience taught Alex an important lesson about having clarity as you start to build your business. Do you want to be a consultant working only with contractors and never having to build a team? Or do you want to build a business that you can sell in the future? The pathway is different; the mentality and systems are different for each approach.

Once he committed to a clear direction, he Alex understood he needed to surround himself with experts. The founder does not need to do it all and be a lone wolf. Instead, being part of a pack brought him much more joy and helped him grow much more than he’d expected.

Embracing Collaboration and Uncertainty to Unlock Your Agency’s Potential

What’s the biggest bottleneck holding your agency back at the moment? As Alex learned with experience, he had been the bottleneck stifling his agency’s growth by trying to juggle multiple responsibilities without a clear delineation.

During his second run with the agency, he knew that as the visionary leader, he needed an integrator that would handle operations, freeing him up to focus on sales. By collaborating with others and delegating tasks according to expertise, owners can focus on their strengths, ultimately leading to a more efficient and successful operation. Basically, Alex figured out where he wanted to go and who he needed to hire to get there.

Ultimately, the journey of building a business is not just about reaching a destination but about embracing the process as an ongoing experiment. Adopting a mindset that values experimentation and collaboration can lead to both personal fulfillment and professional success. Entrepreneurship is inherently uncertain. However by acknowledging this, you can cultivate a culture of innovation within your team, encouraging creative problem-solving and the exploration of new ideas.

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 hit the limit of the growth you can single-handedly bring to your agency? What steps are you taking to ensure you continue to be your organization's MVP? For many agency owners, reaching hitting a glass ceiling on growth signals the need to bring on a skilled operator to help eliminate low-value tasks from their schedule.

Today's featured guest specializes in operations hiring and has developed a systematic approach to identifying and delegating low value tasks that consume CEOs' time and energy. As an expert in operational efficiency, she trains operators to create effective processes that free founders to focus on strategic growth. She shares her secret to a great hiring funnel, what results to expect from an operator’s first 90 days in your agency, and the #1 thing an operator does for their agency founder. Learn actionable insights on breaking through operational bottlenecks and building a strong operational foundation through strategic hiring and training.

Jhana Li is a former COO and the founder of Spyglass Ops, an Operations Hiring Agency, working on behalf of digital businesses to find and hire operations positions. She discusses the challenges agency owners face when trying to scale their businesses and share insights on breaking through the common glass ceiling that many entrepreneurs encounter.

Jhana emphasizes that growth stagnation often occurs when founders reach their personal limits in creativity and productivity. She provides valuable strategies for developing new skill sets and building a capable team to propel business growth beyond personal capabilities.

In this episode, we’ll discuss:

• The secret to a great hiring funnel that attracts A-players.

• The crucial first 90 days that determines an operator’s success.

• The #1 thing an operator does for a CEO.

Subscribe

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Sponsors and Resources

Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months.

Scaling Your Agency Beyond the Founder's Glass Ceiling

As a former COO, Jhana has seen the glass ceiling many founders encounter at some point in their growth occurs once they’ve hit the limit of the growth they can personally create. It’s no longer about showing up and single-handedly working out every problem or how innovative they can be. Breaking through that glass ceiling requires both personal transformation and strategic team building.

The path forward demands founders step back from their hands-on approach and focus on developing a trusted leadership structure. This includes establishing middle management positions across all functional departments, ensuring each area has dedicated decision-makers and strategic thinkers. Central to this evolution is hiring an operations manager who can unify the team and create organizational cohesion, transforming disparate departments into a synchronized whole.

Do You Have a Hiring Funnel That Consistently Attracts A-Players?

For Jhana, hiring A-players is not about fishing in the right pond but rather using the right fishing rod. Great talent is available everywhere but does your agency have a hiring funnel that will consistently extract the right A-players for the right role?

A strategically designed hiring funnel serves as both an attractor and a filter, automatically screening out 95% to 98% of applicants before they reach the interview stage. This efficiency comes from carefully crafted criteria that not only draw in ideal candidates but also discourage those who wouldn't be a good fit, saving valuable time and resources.

This approach contrasts sharply with the common scarcity-driven hiring mindset, where employers cast wide nets and hesitate to filter out any candidates. According to Jhana, a well-structured hiring system achieves better results by focusing on quality over quantity, ultimately leading to conversations with only the most promising 3% of candidates who truly align with the role requirements.

What’s the Secret to a Great Hiring Funnel?

Building mousetraps in your job post and hiring process is one thing – for instance, Jhana and her team add a codeword to the job description that they’ll ask the candidate to repeat during the job application process. However, she only uses that type of strategy for roles that require a high level of attention to detail.

Other than that, she has a secret weapon that has consistently given her the best results: performing a skill assessment before sending a candidate to interviews. Skill assessments can take up to two hours, which is exactly the point. It’s a way to stress test the candidate to see if they already have the experience for the role. Jhana likes to include very specific questions to get candidates to think about how they would tackle a major challenge associated with that role, which experienced candidates will have no problem doing.

Moreover, the effort a candidate puts into completing a skill assessment can be telling. A candidate who submits a thorough, well-structured response demonstrates a commitment to excellence and an understanding of the expectations of the role. In contrast, a lackluster submission may indicate a lack of motivation or a superficial understanding of the job requirements.

Candidates who have genuine experience in a given area will articulate their thoughts with clarity and assurance, while those who are less familiar may struggle to provide coherent answers. By designing assessments that require candidates to draw on their past experiences, you can better identify those who are truly equipped to handle the challenges of the role.

The First 90 Days: A Guide to Integrating New Operators

Jhana has learned that an experienced operator will take their first 30 days with a company to observe, learn, and listen before they jump in and start fixing things. They understand that what they see at first glance might not be the root cause issue at play. Therefore, if they jump in and start tacking inefficiencies right away they might be missing the actual issue.

From a founder’s perspective, it may be frustrating, as they expect immediate results. However, it is essential for operators to familiarize themselves with the intricacies of the business to address the root causes of inefficiencies effectively.

To prevent these frustrations, Jhana recommends scheduling a “success meeting” at the second-week mark. By that time, your operator will have had two weeks to observe the inner workings of your agency. During this meeting, the operator presents their findings and aligns with the founder on priorities moving forward. The result of this meeting should be a clear understanding of what the operator is expected to accomplish within their first 90 days so the founder knows this is in fact the right person for the job.

How much time should you invest in training a COO? Jhana knows of cases where the founder is still training their ops manager six months later. To her, you should always keep in mind that any time spent on training is an investment on that person and they won’t return on that investment until they are fully functional in their role. She prefers to do a 14-day boot camp before seeing ROI. During that time, she makes herself available every day for a minimum of 30 minutes so they can ask any questions or run something by her.

The #1 Thing an Operator Should Do for the CEO

The most important thing an ops manager should be doing for their CEO is help optimize their time to maximize their contributions to the organization and ensure that they focus on high-value tasks that drive growth.

The CEO is supposed to be the agency’s MVP and yet they constantly undervalue themselves when they spend time doing low-value tasks. This is why Jhana trains her operators to do a time audit on their CEO during their first 30 days in the organization. As a result, they can determine how much of the founder’s time is going to low-value tasks and prepare a game plan to get them out of day-to-day operations.

This misallocation of time detracts from the CEO’s ability to innovate and lead and costs the organization in terms of lost opportunities and diminished productivity.

Why not start now? Even if you’re not at the point where you can hire an operator, do a time audit, locate the low-value tasks taking up too much of your time, and then delegate them to an assistant. That alone would make a huge difference in ensuring you’re spending more time growing 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.

Do your employees have a clear path for growth within your agency? Do they feel supported, empowered, and fulfilled in their role? Today's featured guest shares insights from his journey transforming his agency team structure that resulted in thriving for the business, his team, and himself.

After years of struggle, this agency CEO took ownership of his role and developed a strategic approach to employee motivation and development. By reimagining annual reviews and creating meaningful growth opportunities, he shifted from an environment of stagnation to one of continuous improvement. In this interview, learn the benefits of offering a clear path for growth within your agency, and how to improve your team’s experience during annual reviews. He also shares how to get yourself out of sales — if that’s something you want — and why you need to keep doing what you love.

Warren Wilansky is the president and founder of Plank, a Montreal-based digital agency specializing in arts and culture, nonprofit, and higher education projects. He shares his agency ownership journey and discusses the challenges of navigating the early days of the agency, including the learning curve of running a business and the evolution of his role as a sole owner.

In this episode, we’ll discuss:

• The mindset shift that allowed for team retention and growth.

• Redefining employee reviews and how to have them review you.

• Maintaining purpose as your agency grows.

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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.

A Traditional Story of Accidental Agency Ownership

Warren’s journey is a pretty traditional accidental agency owner story. Starting with a communications degree, he transitioned from freelance website design to founding an agency with two partners. However, the partnership proved unstable—one left after six months, and the other departed after five years, ultimately leaving Warren as the sole owner for years, until his first employee became his current partner.

Initially, Warren viewed his agency more as a collaborative collective among friends rather than a structured business. This perception shifted dramatically when his second partner departed, forcing him to fully embrace his role as a CEO. For the first time, he recognized the need to take complete responsibility for every aspect of the agency.

While continuing to engage in website design—his original passion—Warren realized that his most critical project was the company itself and its strategic development.

A Mindset Shifts that Allows for Employee Retention and Growth

As he navigated the early stages of his agency, Warren quickly recognized the importance of hiring people who could outshine him in their respective roles. For instance, the agency hired its first creative director once he discovered someone who was a better designer than he’d ever be. This realization marked a turning point in his business strategy. Instead of attempting to be the best at every task, Warren embraced the idea that the success of his agency depended on assembling a team of skilled professionals who could bring their expertise to the table.

Another important milestone in his hiring structure was the introduction of director-level positions. Initially, Warren adopted a model where all team members were viewed as equals, believing this would promote collaboration and creativity. However, he soon realized that this lack of hierarchy left employees with limited opportunities for advancement. Without clear pathways to grow within the organization, talented individuals often felt stagnant, leading to disengagement and, ultimately, turnover.

A structured hierarchy with a path for career progression allows individuals who excelled in their roles to take on new challenges and responsibilities. It also serves as a chance for team members to figure out whether they liked the feeling of running a company, fostering a sense of ownership and accountability among team members.

Redefining Employee Reviews - and Having Them Review You

Most employees have a love-hate relationship with the annual review. On the one hand, they fear the feedback but on the other they also await the meeting in order to discuss a raise. At Warren’s agency, the team conducts annual and quarterly reviews for more regular check-ins.

Although they’re still called “reviews” at Warren’s agency, Jason’s advice is to change the term to something that doesn’t evoke feelings of judgment and scrutiny, redefining this process by labeling it as a "coaching session." This emphasizes the supportive nature of the interaction, framing it as an opportunity for development rather than an evaluation of past performance.

Overall, the biggest challenge is finding the right balance of positivity while still offering areas of improvement without demotivating employees in the process. As Warren points out, traditional reviews often begin with critiques, which can overshadow positive feedback. By reorienting the conversation to highlight accomplishments first, followed by constructive suggestions for improvement, employees are more likely to retain and act upon the feedback provided.

In addition to reviewing your team, as a CEO or founder you should also want to know your areas of improvement. It can be hard getting that information out of employees, who might feel intimidated. A good framing to get the information you want is to ask "What do you want me to start doing?" "What do you want me to keep doing?" and "What do you want me to stop doing?" In this way, you will get provide enough context for valuable insights without putting your team in the awkward position of formally reviewing you.

Agency Sales: Freeing the Founder & Empowering the Team

As CEO, Warren’s current role is mostly looking for ways to support his strategy team, tapping into his network to bring more opportunities for the agency, and being the face of the agency. The CEO is also the person who has all the relationships and all the stories that shape an agency’s identity and are a great tool to converting a new client.

Having all the stories can lead a CEO to believe no one could possibly replace them in sales, after all, only they have the necessary narratives to engage clients. However, then the agency would fall apart if the founder ever decided to retire. Instead, if you can share those stories with your team to use on different case scenarios, you will free up your time to focus on the agency’s growth and empower your team to  share their own client success stories.

In the end, are the stories from 10 or 20 years ago the only ones worth telling in your agency? For Warren, the stories being created today are just as important and even more so. Instead of romanticizing old stories, give your team the chance to use them to engage clients as they gain experience instead of just selling on features. Eventually, they’ll have stories of their own and they will take full ownership of sales, which in turn will free you up as agency owner to dedicate to the business’ growth.

How to Maintain Purpose as Your Agency Grows

As CEO you should do what you love and delegate or eliminate the things you don’t. In Marc’s case, he enjoys sales, which he views as relationship building rather than a transactional process. He advocates for founders to carefully distinguish between tasks they love and those they want to delegate.

Completely removing yourself from sales can lead to professional dissatisfaction, so Marc recommends creating processes flexible enough to allow strategic involvement. While the team should be capable of handling most sales independently, founders can still contribute by joining initial or final calls to add depth and personal connection.

Just be mindful of the things you hate doing and want to delegate and the things that really bring you joy and wish to keep doing. Only with that clarity you’ll be able to prioritize and choose a path that won’t kill your love of the work.

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 in need of a rebrand? Many of us are accidental agency owners who threw together a brand without fully understanding our niche or service offering; starting with just a basic name and logo. As the agency evolves this may signal the need for a strategic brand refresh. Today’s featured guest runs a rebranding agency and shares the scenarios that could justify a rebrand, the difference the right will name make for clients to differentiate you, and share some rebranding strategies to keep in mind.

Jim Heininger is a seasoned agency owner based in Chicago who runs two agencies: Dixon James, a strategic communication and change management firm, and the rebranding specialists known as the Rebranding Experts. With over 25 years of experience in the public relations industry, Jim discusses the importance of building a strong agency presence, why your name matters, and when is the right time to think about a rebrand.

In this episode, we’ll discuss:

• 2 big reasons agencies rebrand

• Why names matter for brand differentiation.

• Things to consider before renaming your agency. 

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Sponsors and Resources

Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months.

What Does Brand Mean?

Jim built his career in the agency environment, spending 25 years in public relations working for some major agencies like Bushman Hillard and Ketchum. Later on, he worked for McDonald’s as a communications strategist tasked with helping them get through some brand issues they faced at the time. His time at McDonald’s taught him a lot about the perspective on agencies and how to form great client relationships to get the best work out of your agency.

This time proved transformative for his career, it was when he had the opportunity to start his own agency and also when he started learning more about branding.

Jim defines a brand as the comprehensive collection of experiences and assets that define a company, extending far beyond visual elements like logos to encompass customer experience, brand promises, and their fulfillment.

While a brand ultimately exists in customers' minds, and you’ll never be able to control how customers perceive it, you can influence that perception. Influential figures like Steve Jobs understood the importance of brand narratives and greatly admired Nike, which has mastered the art of branding by creating a strong identity that transcends their products.

Businesses should actively manage their brand perception rather than allowing external forces to dictate it. Hence, it is only logical they consider rebranding once the brand no longer represents their business.

2 Big Reason to Consider an Agency Rebrand

According to Jim, agencies are the business category that most frequently undergo rebrands. It makes sense, given so many are accidental agencies. Many agency owners begin as skilled practitioners who establish a business in response to growing client demand, often resulting in a created brands that may not stand the test of time.

There are two common reasons why founders consider a rebrand:

1. Make it all about the business, instead of yourself. Many agencies initially build their brand around the founder's expertise. As the business grows, however, there's often a strategic need to highlight the broader team's capabilities, reducing client expectations for direct founder involvement in every project.

2. Niching down. Another common scenario prompting a rebrand is when an agency decides to niche down its services. While owners might worry about alienating existing clients through rebranding, Jim notes that clients typically focus more on service quality and results than brand aesthetics.

Rebranding is not merely a cosmetic change; it is a strategic decision that requires careful consideration. If your current brand fails to differentiate you from competitors or clearly communicate your value proposition and target audience, it could be time to rebrand. Success lies in approaching it as a strategic initiative, involving key stakeholders, and maintaining focus on innovation and market relevance.

Ultimately, a well-executed rebrand not only revitalizes an agency's image but also reinforces its commitment to delivering exceptional value to clients in an ever-changing environment.

Why Names Matter for Brand Differentiation

If we look around, we’re surrounded by big brands with names that didn’t necessarily mean much before their success gave it meaning. For examlpe, did “google” even mean anything before 1998? It’s natural to ask ourselves then if a name is really that important.

For small businesses, yes, a name is very important because it’s your opportunity to put something compelling out there, capture the audience’s attention, and differentiate your business. Nowadays it’s getting harder to name a corporation, as it seems the good names are all taken. This has led to a trend of using unconventional names, which, while potentially memorable, risk confusing potential clients. The balance between distinctiveness and clarity has become a critical consideration in the naming process.

Jim’s approach to rebranding starts with a name that is packed with meaning, is exciting to the client, and inspires them to put together a cohesive elevator pitch. A well-chosen name should serve as a foundation for effective storytelling, enabling businesses to communicate their value proposition clearly and memorably.

Things to Consider Before Renaming Your Agency

A name serves as the first point of contact between a brand and its audience and should encapsulate the essence of the agency's mission, values, and unique offerings. There’s a lot of work to be done before landing on the perfect name, like understanding your differentiators, your promise to customers, and the legacy you want to leave. Understanding these elements correctly will help you come up with a clear brand promise and a word that represents that promise and brings it to light.

Additionally, think about the type of word you want. Do you want a descriptive word? Do you want to coin a term? Or maybe borrow meanings from existing words that can be contextualized within the industry? Naming, therefore, becomes a strategic endeavor that requires a deep understanding of the agency's strengths and the value it offers to clients.

Just remember the approval timeline associated with trademarking a name can take up to a year, which is why agencies should be confident in their chosen name and conduct a thorough review process, ensuring that it not only resonates with the brand's identity but is also legally viable.

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 to get yourself out of agency operations so you can work ON the agency rather than in it? Are you stuck in processes and fulfillment when you should be looking at growth? It might be time to hire for the role of COO to ensure your agency's success. A Chief Operating Officer plays a pivotal role in an agency's development, significantly reducing the CEO's operational burden. However, timing is crucial – agencies should carefully consider their growth stage before initiating the search for a COO, and thoroughly understand the position's complexities to ensure an ideal match.

Our featured guest brings a unique perspective to this discussion. Having served as both COO and now CEO at her current agency, she offers valuable insights into the essential qualities needed for the role. Her experience illuminates the delicate balance required between the visionary (CEO) and the executor (COO), demonstrating how this partnership can drive optimal agency outcomes.

Brittany Filori is the CEO of 51Blocks and several other white label agencies serving agency owners and entrepreneurs. She discusses the crucial role of a Chief Operating Officer (COO) in agency management and shares her unique journey from starting at the bottom to becoming a CEO, providing valuable insights into the relationship dynamics between CEOs and COOs.

In this episode, we’ll discuss:

• Do you need a COO or an Ops Manager?

• The most important roles of a great COO.

• The crucial CEO-COO dynamic.

• Preventing COO burnout.

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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.

Should You Hire an Operations Manager or a COO?

The decision to hire a Chief Operating Officer (COO) marks a critical turning point in an agency's growth journey. Brittany recalls transiting to a COO role once her agency was big enough to need department managers. Of course, this can vary from business to business but for her it comes down to whether the owner was ready to hand off the keys of the business’ growth, and whether they needed a second hand to get the agency to the next level.

Unlike an Operations Manager, whose role is managing the team, the COO is often seen as the backbone of an organization, responsible for ensuring day-to-day operations align with broader strategic goals. According to Brittany, bringing in a COO could be the best or worst decision you make, depending on who you put in that seat.

It’s certainly a tricky role to hire and Brittany urges agency owners to clearly define their needs. Are you seeking someone to manage personnel, or do you need a strategic thinker to drive business growth and operational excellence? These fundamental questions can mean the difference between a successful hire and a costly misstep.

Strategic Operations Staffing for Growing Agencies

For growing agencies not yet ready for a COO, an operations manager can provide crucial support by taking on team management responsibilities. Given the high-stress nature of operations and its potential for burnout, finding the right person requires careful consideration of both management skills and operational expertise.

Agencies usually pay a pretty penny for someone who comes in with that talent. However, for smaller agencies that don’t have the budget for an Operations Manager just yet, Brittany recommends training the best account manager to start to fit into that role.

A great Ops Manager should be a great leader with attention to detail and the ability to see the big picture. This internal promotion strategy provides a cost-effective path to filling a critical role while also creating growth opportunities that can boost team morale and retention.

3 Most Important Roles of an Amazing COO

A COO serves as the backbone of an organization, balancing multiple critical responsibilities that directly impact both the company's success and its culture. Here are three key attributes that define an exceptional COO:

1. Comprehensive knowledge of the agency. A great COO must understand how each department functions independently and how they interconnect to support one another. This understanding extends beyond internal operations to encompass the client perspective, as every strategic decision must account for both team capabilities and customer experience.

2. Strong financial intelligence is crucial for effective operations management. COOs must constantly evaluate agency profitability, assess resource allocation, analyze client contribution margins, and monitor employee costs. For example, an experienced COO like Brittany learns to view every decision through both a financial and customer-centric lens. Whereas earlier in their careers, they might have focused primarily on client satisfaction without fully considering the financial impact on the agency.

3. Leadership excellence stands as a fundamental yet often overlooked requirement. Many mistakenly believe that a COO's role revolves solely around numbers and processes. However, the position demands someone who can effectively guide and inspire teams toward organizational goals. Strong communication skills and leadership abilities are not optional extras but prerequisites for success in this role.

The Dynamic Between the CEOs & COOs

The relationship between CEO and COO is more nuanced than many realize, according to Brittany. At its core, it's a partnership between a visionary and an integrator, where the greatest challenge lies in maintaining distinct roles despite overlapping talents. Rather than seeking a mirror image of themselves, CEOs should look for COOs who complement their strengths—even if that means partnering with someone who seems like their opposite.

With these inherent differences, CEOs and COOs must learn to manage conflict, which instead of being avoided, should be embraced as a necessary element of collaboration that can serve as a mechanism for clarity. In her case, Brittany and her COO find the most constructive way to navigate conflict is to stick to facts and remove emotion. You want a COO who will complement you while also challenging you to think differently about issues to obtain the best possible results.

In an effective CEO-COO relationship, the foundation is trust and communication, anchored by shared core values and commitment to the organization's mission.

Brittany’s advice to CEOs is to let your COO fail. If you don’t fully agree with how they’re planning to execute something give them a shot to try it their way. If they fail, your job as CEO is to help pick them back up, not criticize them, because otherwise they won’t feel confident bringing forward innovative ideas in the future.

Preventing COO Burnout: Building a Sustainable Leadership Structure

As Brittany highlights, finding the right COO is just the beginning; ensuring their longevity within the organization is equally vital.

The COO often bears the brunt of operational stress, alleviating burdens from the CEO and other leadership roles. Therefore, it is crucial for agency owners to actively support their COOs by ensuring they have all the tools they need to execute efficiently and feel supported. Implementing structured platforms for dialogue, such as regular check-ins and performance reviews, can facilitate healthy discussions about workload, expectations, and career aspirations. This not only helps in managing stress levels but also reinforces a sense of partnership and collaboration between the COO and the rest of the leadership team.

COOs can get overwhelmed and stressed too. Finding one that matches your organization well is already hard enough so once you do, make sure you can find a way to retain them.

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 artificial intelligence revolutionizing business operations or threatening the carefully crafted storytelling techniques developed over decades? As many businesses struggle with integrating AI while maintaining authentic connections, today's featured guest offers valuable insights from his perspective as both an agency leader and AI advocate as well as someone who can see some of the fatigue caused by the ever-growing demand for constant information that has been aided by AI and the availability to create content faster and efficiently. He shares the ways he is integrating AI technology into his own agency, and why he believes it won’t work when it comes to replacing the human touch. Learn about his vision for AI use in business, the trends he sees changing in consumer preferences in social media, and how agencies can adapt to AI.

Marc Beckman is the co-founder and CEO of DMA United, a New York City agency specializing in style and design, with a broad reach into fashion, art, music, sports, and entertainment. He shares the pros and cons of building great relationships with company CMOs, his agency’s challenges improving at self-promotion, and how he sees AI has affecting the very human art of storytelling.

In this episode, we’ll discuss:

• Building a reputation that attracts big brands.

• The double-edged sword of CMO relationships.

• AI integration done right; the framework agencies need.

• Did AI kill storytelling? 

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Sponsors and Resources

Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months.

Building a Reputation That Attracts Big Brands

Over thirty years ago, Marc, then the owner of a cosmetic company, met a branding specialist who had carved out his niche in the luxury sector. Their initial collaboration proved so successful that when Christian Dior acquired Marc's cosmetic company, the two of them saw an opportunity to create something bigger together and joined forces as DMA United.

According to Marc, their agency's approach has never been about self-promotion or chasing after marquee clients for the sake of reputation. Instead, Marc and his partner built their reputation on letting the work speak for itself. By focusing on the work rather than the accolades, DMA United has built a reputation that attracts clients organically, including industry giants like Sony Music, Warner Brothers Entertainment, and Pepsi.

Pros and Cons of Getting in Bed with a CMO

Starting with their first big clients, Kerastase (a L'Oreal subsidiary), Marc’s agency was able to move to working with other big names thanks in part to the relationships they built with CMOs. As CMOs move from one company to another, they often bring their trusted agency partners, creating a network of opportunities based on proven performance. Some of these CMOs have worked with his agency for their entire careers from big brand to big brand.

This dynamic also presents challenges. When a CMO leaves, the new leadership may seek to reinvent their brand strategy, often leading to the loss of established partnerships. Marc acknowledges this double-edged sword but suggests agencies can mitigate this risk by diversifying their offerings. By expanding their skill set beyond traditional marketing and into emerging technologies like blockchain, Web3, and artificial intelligence, his agency has created a unique value proposition that makes it harder for people to let go of them.

AI Integration Done Right: A Strategic Framework for Agency Innovation

As a proponent and an author on AI integration in agency operations, Marc has developed a nuanced approach to incorporating artificial intelligence into his agency's work, focusing primarily on two areas: data analysis and content creation.

In the fashion and lifestyle sectors where Marc's agency operates, traditional data analysis often poses significant challenges. Executive teams typically struggle with multiple data sets and time-consuming reporting processes, making swift market responses difficult. AI technology addresses this pain point by enabling real-time data analysis, allowing executives to make informed decisions instantly. CEOs and CMOs can now evaluate marketing campaign performance across platforms immediately and adjust budget allocations dynamically for optimal results.

However, Marc's enthusiasm for AI comes with careful consideration of its limitations, particularly in creative work. While AI excels at generating quick visual content and creating operational efficiencies, his agency maintains a balanced approach. The technology's current state, still in its infancy, serves best as a complementary tool rather than a replacement for human creativity. The core of effective storytelling and branding, Marc argues, remains rooted in human insight and emotional intelligence.

Overall, his vision isn't about surrendering creativity to algorithms but rather about leveraging AI's strengths while preserving the irreplaceable human element in creative work and that, rather than a threat, businesses should focus on harnessing its potential to enhance their operations and drive innovation. Therefore, the future of creativity lies not in the replacement of human input but in the collaboration between human ingenuity and AI capabilities.

Did AI Kill Storytelling?

While artificial intelligence excels at producing high-volume, short-form content for our attention-starved digital landscape, he questions whether this marks the end of meaningful storytelling or perhaps signals an impending shift in consumer preferences.

The current media environment, saturated with brief clips and advertisements, has created a paradox: content is more abundant than ever, yet authentic engagement seems increasingly rare. Although AI helps meet the demand for constant content production, its output often lacks the emotional resonance and nuanced understanding that human creators naturally bring to their work.

There are growing signs of content fatigue among audiences which suggests a potential revival of long-form storytelling that weaves narratives that consumers can relate to. Brands can certainly benefit from this return to long-form that allows them to become educators and storytellers, providing insights that empower consumers in their decision-making processes.

AI can still be a center component in the creation of this longer content, of course, Marc just emphasizes it’ll always need human overseeing to give it the relatability that will really engage people and keep them coming back.

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 leveraging public speaking to grow your brand? Have you considered expanding your reach by having team members represent your company at events or interviews? Today’s featured guest has transformed public speaking from a marketing tactic into a primary source of new business leads. In just three years, he went from getting most of his business from webinars to getting most of his leads from his speaking engagements.

In this episode, learn the common fears that keep agency owners from speaking at more events, the type of speaker you should be to attract more business, and why you should consider building a team willing to share their expertise and promote your agency at events or interviews.

Dale Bertrand is the founder of Fire & Spark, a Boston-based SEO agency with a team of 25. He shares his journey from being a software developer to diving into the world of digital marketing. He also shares about transforming his love for public speaking into a key agency tool to promote his business and getting new leads. With a busy schedule of 30 conferences annually, he shares how he built his speaking career and what lies ahead to keep the momentum going.

In this episode, we’ll discuss:

• Where to start in public speaking.

• Should you give away your secrets? Why the “giver” speaker sees results.

• Converting speaking engagements into business growth.

• The benefits of sharing the spotlight.

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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 Public Speaking Transformed an Agency

Frustrated with his previous career as a software developer, Dale sought to learn more about digital marketing. Already dabbling in website development and affiliate marketing in his spare time, Dale found the digital marketing field appealing enough to leave his coding career behind. This transition led him to consulting and eventually founding his own agency, which has grown into a seven-figure business.

Until 2023, most new business came through webinars and strategic partnerships. However, an unexpected shift occurred as speaking engagements began generating the majority of his leads. This transformation was particularly notable by 2024, when conference appearances became his primary source of new business.

Before the pandemic, Dale had only attended a few small events, enough to discover his passion for public speaking. Once restrictions lifted, came his big opportunity. Many conferences were now looking for speakers, as many dropped out due to the reduced audiences. Dale took the chance, said yes to everything, and started a new unexpected stage in his career where he now travels most weeks doing something he really enjoys.

How to Easily Gain Confidence as a Speaker

Understandably, many people fear getting on stage as an expert, especially if they’re not very familiar with the subject. When Dale first started making taking the stage at these events, he spoke about his own case studies. It was a subject he knew well and felt comfortable talking about. This helped when it came to gaining confidence as a speaker and was something audiences loved because it was like pulling back the curtain on his processes and what he does.

For Dale, this is the ideal place to start, because instead of a dry informational speech you’re providing insights and tips based on something you actually worked on and are passionate about.

How to Prepare for a Speaking Event:

You should never just show up to an event without previously researching and preparing for the subject you’ll be covering. Dale has a comprehensive "event playbook"—a detailed spreadsheet outlining thirty specific preparation tasks for each speaking engagement. This tool outlines key strategies and actions tailored to the specific conference, which includes researching other speakers, understanding the audience demographics, and identifying potential opportunities for networking.

Understanding his audience allows him to craft targeted content that resonates with attendees, while additional initiatives like hosting dinner events create valuable opportunities for deeper connections in a more relaxed setting.

While the process itself isn't complicated, Dale clarifies this is not a process he completes on his own. He has three people on his team who help him execute this playbook starting from the planning and execution to following up with attendees afterword.

Why Being a Giver Delivers the Best Results

In public speaking, you may encounter two types of speakers, the givers and the takers. The takers often approach speaking engagements with a transactional mindset, focusing on what they can extract from the audience—be it attention, leads, or sales—without offering substantial value in return. In contrast, givers prioritize the audience's needs and interests, sharing insights and methodologies generously.

Dale firmly believes it’s better to be a giver and often ends up sharing more than he had intended to. As a representative for an SEO agency, he advocates for a strategy of sharing even the most intricate details of their methodology, dubbed "SEO for Revenue."

By openly discussing their framework and providing actionable insights, Dale empowers his audience to understand the complexities of SEO while simultaneously positioning himself as a credible expert. Some people may think he’s sharing too much, but most of the time what happens is that half the people try execute his recommendations and the other half decide they don’t have the time to do it themselves and contract his services.

This tactic not only builds confidence in the speaker's capabilities but also encourages potential clients to seek their assistance when they realize the challenges involved in executing such strategies independently.

Converting Speaking Engagements into Business Growth

Speaking at events can be an excellent way to grow your business by getting yourself in front of your audience and establish your expertise. However, it can also be quite expensive. In his case, Dale doesn’t pay to get a spot in these events. Half of the time he gets paid to speak and the other half he pays for his airfare and hotel.

As long as it nets out to zero, he’s willing to attend as many conferences as he gets invited to. Speaking engagements offer not only a platform to share knowledge but also a unique opportunity to build credibility and foster connections that can lead to significant business growth, in addition to the visibility it can offer, as one speaking engagement can serve as a stepping stone to further opportunities.

Pro Tip: Include a Call to Action

To ensure you’ll get the most of your time on stage and go home with new leads, Dale recommends adding a call to action that can get some audience members to send you their contact information. He makes sure to include a slide in the middle of his presentation with a QR code for anyone who wants to download the slides. This way, they fill out a form offering him a way to follow up after a few days. This call to action can vary depending on the topic of discussion. For instance, it may be a piece of content pertaining to the topic discussed or slides with prompts he mentioned during the presentation.

In the case of smaller groups, like a webinar, he already has their contact information and focuses on getting people to sign up for a strategy session.

The Benefits of Sharing the Spotlight with Your Team

With a few years of public speaking under your belt, you may start to recognize the importance of being selective with the events you attend to throughout the year. You may not want to travel as much and consider not attending the smaller events. In these cases, Dale encourages a team member to participate in speaking engagements as a strategic way to amplify his agency’s presence.

As he sees it, nowadays  everyone can be an influencer in their own right and can contribute to the brand's visibility. This is something he’ll consider for future hires with a view to cultivate a team of individuals willing to share their insights and expertise to attract clients and enhance credibility. By fostering a culture that encourages and supports public speaking, businesses can cultivate a diverse array of voices that contribute to their growth and visibility.

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 dedicated time to ensure the health of your email list? If you've built a 15,000-person email list for your business—that's a huge accomplishment! But what if that list isn't performing? If your open rates are as low, that number becomes meaningless. It's not about the quantity of subscribers, but the quality of your engagement. Moreover, if you’re not consistently delivering valuable content that keeps you top-of-mind as a problem-solver, then you're not maximizing the potential of your list.

Today's featured guest shares his insights on effective email marketing strategies, including optimal content delivery frequency, list maintenance best practices, and how his agency has evolved over the past decade. Drawing from his experience, he advocates for email marketing as a reliable channel that doesn't depend on unpredictable social media algorithms. He believes many companies are overlooking a gold mine by fixating on new client acquisition while neglecting their existing client base.

Reade Milner is the co-owner of Rogue Pine, a digital marketing agency focused on the middle of the funnel and email marketing. Reade shares his journey into the world of digital marketing and discusses why many agencies are actually sitting on a gold mine when they’re searching for new clients. Reade also shares how often you should be sending value content to your lists, and more.

In this episode, we’ll discuss:

• Why most agencies are sitting on a gold mine.

• How to build a newsletter people will actually want to read.

• Why 40% is the new 20% in open rates.

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Sponsors and Resources

Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months.

How Real-World Experience Shaped a Marketing Career

Reade’s digital marketing journey began as a high school student, when he worked at a family business and was tasked with figuring out how to build a digital strategy to attract customers online. Looking back, he doesn’t know how serious they were in trusting such a young person with an important component of their business. However, Reade took it very seriously since it seemed like a smart thing to learn.

The abilities he gained from that experience and then starting and crashing his own business in college helped him continue down the path of marketing and content, working at an agency right after college. According to Reade, going through college taught him nothing about digital marketing or the skills he would continue to develop to succeed in that industry. Instead, it was the Hubspot certifications he completed during his time at that agency what helped him learn the marketing terminology he needed. At that time, he also started to take side projects, which led to eventually starting his own agency.

Why Most Marketing Agencies Are Sitting on a Gold Mine

Many businesses focus heavily on client acquisition while overlooking the valuable opportunity of growing their relationships with existing clients. These established relationships represent untapped potential for growth, as current clients already understand and trust your services, making them more likely to engage with additional offerings.

To remain relevant in these clients’ minds, Reade emphasizes the importance of consolidating client contacts from various sources—CRMs, spreadsheets, and databases—into a comprehensive email list and establishing consistent, meaningful communication through targeted content creation.

What is stopping most people from grabbing this low-hanging fruit? Many fear that emailing clients too often leads to them unsubscribing from their list. However, the risk of being irrelevant to them is far worse and gets you nowhere. Remember, if you don’t ask, the answer will always be no.

Regular engagement will ensure customers are aware of your continued growth and ability to address their evolving business challenges. Moreover, satisfied clients often become brand advocates, providing referrals and testimonials that can be invaluable for attracting new business.

3 Key Sections to Build Newsletters People Actually Want to Read

When it comes to client communications, Reade believes there’s no such thing as too long, just too boring. If the information you offer is useful to people, they won’t mind skimming through it to get to the most important aspects. If it’s useless, however, they’ll ignore it even if it’s just a paragraph.

If you’re just getting started with a newsletter or are trying to establish consistency in your content, Reade recommends having three sections:

1. Original section, where you’re leading with value by offering an original piece of content.

2. Curated section with recommendations of social media posts, articles, or videos you recommend.

3. Highlight section, where you can highlight case studies or products or services you offer.

It’s enough to keep people informed about your services and milestones while not being too overwhelming.

Reade also dives into the effectiveness of subject lines and why it lies not in its consistency but in its ability to pique curiosity and draw the reader in. While establishing a recognizable brand can be valuable, he believes in the need for experimentation to generate curiosity. So instead of leading with your company name (ie: The XYZ Newsletter #45) try to create curiosity by leading with a particular piece of information that may be very useful for your audience.

Furthermore, testing various subject lines—from intriguing questions to bold statements—can yield insights into what resonates most with the audience. The goal is to spark interest and drive opens, which ultimately leads to deeper engagement with the content itself.

Why 40% is the New Standard for Email Open Rates

For Reade, 40% is the new 20% in terms of the goal for open rates. Aiming for a 40% open rate might be more appropriate nowadays considering the changes in email platforms and clients that often auto-open emails for security purposes, which can artificially inflate open rates. This is why he recommends recalibrating expectations and focusing on achieving higher engagement metrics that reflect the true interest of your audience.

In addition to content quality, list management plays a crucial role in optimizing your email engagement. For Reade, it’s worth it to prune your email list to remove subscribers who are no longer interested in your content and thus refine your audience. This improves engagement rates and ensures you communications are reaching individuals genuinely interested in you offerings. It’s essential for maintaining a healthy email list that drives meaningful interactions.

Interestingly, Reade places less emphasis on clickthrough rates compared to open rates. He recommends embedding complete content within emails rather than relying on external links. While low clickthrough rates aren't necessarily concerning when paired with healthy open rates, they can signal an opportunity to optimize content strategy. This might involve refining newsletter language and call-to-action elements to better guide readers toward desired interactions, especially when specific clickthrough targets exist.

The Power of Direct: Why You Shouldn’t Overlook the Impact of Email

While email marketing might not be considered the most glamorous marketing channel—some even see it as outdated—the data tells a different story. People are forty times more likely to make a purchase after receiving an email from a company than after seeing a social media post.

This highlights the power of direct communication. Email marketing allows businesses to connect with their audience personally, fostering engagement and driving sales in a way that social media often can't. Unlike the ever-shifting algorithms of social media platforms, email provides a stable, owned channel for nurturing leads and ensuring consistent outreach to an audience that has already expressed interest in the brand.

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 face a lot of skepticism from clients who have been disappointed by agencies before? How do you go about gaining their trust? After seven years running his agency, today’s featured guest still lists that mistrust as one of his primary challenges and talks about his strategic approach to overcoming this hurdle: combining client education with precise problem identification to deliver time-saving solutions that truly impact their businesses. This approach not only helps rebuild trust damaged by previous agency experiences but also positions marketing as a genuine catalyst for business growth.

Join us as we explore how agencies can move beyond surface-level marketing solutions to become trusted partners in their clients' success stories.

James Loomstein is the managing partner of Rogue Marketing, a digital agency based in Dallas that serves mostly mid-market B2B companies across various sectors. They are business builders committed to solving client problems, whether it's entering a new market, seeking acquisition, or launching new products. James reflects on his journey into the marketing world and the biggest challenges he faced while building his agency.

In this episode, we’ll discuss:

• Rebuilding trust and overcoming skepticism.

• The secret to agency longevity.

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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.

A Winding Path into the Digital Agency Industry

James began his career journey in the early 2000s with a clear goal: to work in marketing. Initially starting in consulting, he found the path to marketing restricted, with an MBA in marketing and strategy as one of the few avenues available. During his studies, he noticed his classmates worked at companies like Kimberly Clarke and American Airlines, which have them a significant advantage and positioned them for immediate brand management roles upon graduation.

James realized early on that the way into the agency world was to start his own agency. However, he still needed the experience so he interned at a big company and after graduation he started to work at Omnicom as a business analyst. Over the years, he worked at different companies and startups.

During the economic downturn of 2008, frustrated with job instability and slow career advancement, James established Digital Space. Over the next four years, he refined his business model, carefully selecting clients and defining his service scope. Eventually, he ended up working for the company where he met his future partner Chip.

Once both he and Chip resigned two years later, their collaboration seemed natural. Chip's agency, Rogue, and James's Digital Space frequently worked together, leading to their official merger in 2016. This partnership marked the beginning of a successful joint venture that continues to thrive.

Rebuilding Client Trust and Overcoming Skepticism

Seven years post-merger, James identifies two major challenges they’ve faced in their growth journey. First, he's learned that accepting unsuitable projects benefits only the client or hired freelancer, never the agency. While difficult to implement, this selective approach has become crucial to maintaining the agency's integrity and fostering meaningful client relationships.

Second, he’s had to face the challenge of the damaged reputation agencies sometimes have among mid-market companies. Having been disappointed by previous agency experiences, these clients often approach marketing services with skepticism. James frequently finds himself rehabilitating the industry's image while diving deeper to uncover the true nature of clients' challenges. Often, what is labeled as a "marketing problem" may actually stem from underlying issues within a company's operational framework. Agencies must strive to understand the specific challenges their clients face and tailor their strategies accordingly. It is the way to create tangible value and measurable results for their clients.

James attributes these agency failures to the low barriers to entry the marketing industry where anyone can claim expertise in marketing with minimal experience. He strongly advocates for aspiring agency owners to gain corporate or agency experience before launching their ventures, arguing that understanding business fundamentals is crucial for success with mid-market clients. Without this foundation, agencies risk failing both themselves and their clients.

The Secret to Agency Longevity

For James, new agencies should start by mastering a specific, well-defined service that delivers clear value to clients. What is something you can take off their plate? What is an area with a specific outcome to achieve? It might start with something very small but if you do it well you’ll not only solve a problem, you’ll also build trust, have a story to tell, and find a way to move forward.

Additionally, don’t just look to solve the client’s problem. Ask yourself whether or not you’re saving them time. If you’re solving problems but clients are constantly telling you what to do, then you’re replaceable. People will always trade time for convenience so it’s to your advantage to do what you can to take the pressure off the client.

For emerging agency owners, James outlines three essential steps:

1. define your target audience

2. identify their core problem

3. establish clear performance metrics.

If potential clients can't articulate their success metrics, they're likely not an ideal fit. Clear expectations and accountability from the start build the foundation for lasting partnerships.

This focus on measurable results has led James' agency to move away from traditional retainer models, which often lead to diminishing client satisfaction over time. Instead, his agency has adopted a performance-based approach that emphasizes consistent value delivery throughout the relationship. This results-oriented strategy helps prevent client churn by maintaining clear accountability and demonstrating ongoing value.

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 caught in the challenging "no-man's land" of agency ownership—where growth meets gridlock? Despite years of management experience, today's guest discovered that running a digital agency demanded more than strategic acumen alone. His journey reveals the often-overlooked complexities of agency leadership that can transform an owner's dream into an operational maze.

Although he felt comfortable making the strategic decisions as a manager, as an owner he found himself pulled in countless directions. From juggling legal complications, financial decisions, and HR responsibilities—areas far removed from his core strengths and passion for marketing strategy. In the end, he recognized the only way through was setting up the right processes for the agency to grow without him and ultimate decided to sell. Tune in to learn about building a successful marketing agency and the principles that guide his approach to client service.

Robert Royer is the Founder & President of Building Brands Marketing, a full-service marketing consulting agency based in Victoria, Texas. For over 17 years, Royer worked in leadership positions for companies across South Texas building hundreds of marketing strategies for small to large businesses and ultimately worked his way up to starting his own business.

Building Brands Marketing has grown to over 25 employees in that time frame, seeing a rapid growth during the pandemic. Recently, he decided to sell and will talk all about what led to this decision.

In this episode, we’ll discuss:

• From acquisitions plan to a successful exit.

• Liberating yourself from agency ownership.

• Being aware of the personal costs of agency ownership. 

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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.

Tearing Down One Business Plan and Pivoting to Another

Robert started out selling newspaper ads looking for a way out of the restaurant industry. As newspapers pivoted to digital platforms, he found himself leading a digital agency. This experience provided invaluable insights and the confidence to eventually launch his own venture. In 2018, Building Brands Marketing was born, initially conceived as a lean, independent consulting agency focused on SEO and high-level strategic services.

However, Robert quickly discovered the limitations of a solo operation. Within just two months, he was referring out critical services like video production and website design. The solo work also exposed significant challenges: he lacked direct control over quality and was burning out, working an unsustainable 80-90 hours per week. Finally, he tore down his initial business model and went the route of the more traditional ad agency he thought he’d left behind.

Fortunately, his agency’s unique location in South Texas—an area with limited competition—became a strategic advantage that amplified his growth potential. In fact, the agency quickly attracted people with just the skills he needed, which was key in catapulting his agency just as the pandemic started.

From Acquisition Plans to a Successful Exit

After years of strategic growth and careful positioning, Robert's entrepreneurial journey with Building Brands Marketing reached an unexpected but deliberate conclusion. Just seven years after launching, he made the strategic decision to sell the agency —a move driven by a profound understanding of his own strengths and limitations.

Basically, Robert felt he was holding the agency back and being pulled in too many directions to do things outside his zone of genius. To him, continuing to do things that occupied too much of his time and kept him from focusing on what he does best in the business was leading him to plateau. It also just seemed like the right move considering the synergy between his team and their now parent company.

It relations started out differently, with Robert and his partner looking at agencies to potentially acquire to grow the business. They wanted to scale and be able to focus on what they loved to do, which is the strategy and operational side of the business. The legal, finance, and HR isn’t what they excelled at so they focused on preparing SOPs and systems to hand off that part of the business to someone else.

The decision to sell was based on the synergy they shared with that company and the fact they’re a major player at the national scale. It was a good match, with them bringing value with their expertise as a small business division. The sale not only provided financial rewards but also positioned the agency for continued success under new leadership.

How to Liberate Yourself from Agency Ownership

Why not just hire someone to take over those tasks?  It wasn't a simple matter of outsourcing tasks, but a nuanced reflection of the complex challenges facing agency owners at a critical growth stage. At the cusp of $2-3 million in annual revenue, Robert confronted a common entrepreneurial dilemma: the financial limitations of building a comprehensive in-house team.

Fractional roles can be an interim solution but Robert saw significant drawbacks. Negative experiences led to exhaustive micromanagement, forcing him to constantly verify work quality. It all made him question whether it was possible to effectively bring those roles in-house. Additionally, as someone who ran other businesses, Robert doesn’t feel the need to control every single detail. He just wants to do what he loves and understands it may take sacrificing some things to bring that to fruition

As the agency grew, Robert found himself trapped in an increasingly unsustainable cycle. Despite managing more people and investing more hours, his financial returns remained stagnant, something that happens to many agency owners. At this stage, the business transforms from an exciting venture to a constraining operational burden.

Sustainable growth requires more than hard work—it demands strategic delegation, systematic process development, and the ability to communicate a compelling vision. By selling to Rossman Media Group, Robert chose a path that would liberate him from operational complexities while ensuring the agency's continued potential.

The Personal Cost of Building a Digital Agency

The reality of growing an agency is fraught with challenges that demand significant sacrifices. From long hours to missed family moments, the path to success is paved with dedication, resilience, and a willingness to endure discomfort.

Robert recalls working tirelessly without a single day off, sacrificing precious time with his young son and forgoing holidays. This commitment is not uncommon among agency owners, who often find themselves entrenched in their work, especially during the formative years of their businesses. To him, the initial hustle is essential; it lays the groundwork for future growth and stability. However, it also requires a level of sacrifice that many may not fully comprehend before embarking on this entrepreneurial journey.

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 inadvertently holding your agency back? We are all guilty of it! Many agency owners eventually confront a challenging reality: they themselves are the primary bottleneck preventing their business from reaching its full potential. Today's featured agency owner has recognized this critical insight and is actively working to transform his approach. By strategically empowering his team and gradually delegating operational responsibilities, he is creating a pathway for the agency to expand beyond its current limitations. Hear an inspiring conversation about overcoming entrepreneurial challenges and unlocking an agency's true potential through intentional operational restructuring.

Steve Phipps is the founder of Wayfind Marketing, an agency that works with service-based seasoned B2B companies focusing on mapping out clients’ strategy, website, and content for sustainable growth and increased ROI. Steve discusses his journey into the world of digital marketing and shares the pivotal moment inspired him to launch his own agency in 2015.

He emphasizes the importance of strategy in marketing, explaining how his initial offering has evolved into a full-service agency. Listeners will gain insights into how agency owners can prepare the grounds to delegate effectively and stop being the bottlenecks preventing agency growth.

In this episode, we’ll discuss:

• Getting out of your own way: breaking free from the founder’s bottleneck.

• Leading with a clear vision to ensure your team’s success.

• Empowering your sales team to make the process their own. 

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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.

Breaking Free from Founder's Bottleneck by Facing the Delegation Dilemma

Steve's career took an unexpected turn in 2011 when he transitioned from a corporate digital marketing role to an agency position. His talent and dedication quickly propelled him to the position of VP, where he envisioned a long-term future. However, a sudden turn of events—the unexpected passing of the agency owner and finding himself in line to buy that business.— Although the deal fell through, Steve realized he was ready to step out on his own and launched Wayfine Marketing.

With a strong focus on strategy, he tailored the agency's services to service-based B2B companies, helping them transform scattered marketing efforts into cohesive, lead-generating strategies.

However, as the business grew, he encountered a familiar challenge: he became a bottleneck in his own processes. The strategy development process for clients became a significant source of strain. Despite having a capable team, Steve found himself deeply involved in the intricacies of creating strategy decks, often resorting to late-night work sessions to meet client demands.

Recognizing the need for delegation, Steve is actively working to empower his team. He is committed to upskilling his team members, equipping them with the necessary tools and knowledge to handle strategic tasks. Hence, one of his current challenges is to rework the agency’s processes and systems to where he’s not involved in everything and can focus on the areas where he is strongest and rely on his team for everything else.

Leading with Purpose: How A Clear Mission Drives Team Success

One of Steve's primary goals is to equip his team with the ability to make informed decisions that align with the agency's overarching objectives. By fostering a shared understanding of the agency's mission and goals, he aims to create a culture of clarity and purpose.

 When team members grasp the agency's "North Star," they are better positioned to evaluate opportunities and challenges critically. They can ask themselves: "Does this align with our mission?" and "Is this beneficial to our agency?" By encouraging these thought processes, leaders can ensure that everyone is working towards a common goal.

A clear mission statement serves as a roadmap, guiding the agency's growth and providing team members with a sense of direction. When employees understand the agency's trajectory and their role within it, they are more likely to take ownership of their responsibilities, leading to increased accountability and initiative.

The next step will be to record yourself doing a task you never want to do again. By documenting processes and sharing insights, leaders can create a repository of knowledge that becomes accessible to the entire team and fosters an environment where team members can learn from past experiences, both successes and failures, and apply those lessons to future challenges.

3 Steps to Train an Agency Salesperson for Success

The level of alignment you’ll need to build out your processes in a way that you can be sure the agency can run without you will require hiring integrators who can handle daily operations and management and are adept at managing processes and people.

1. Success Stories. When it comes to preparing your sales team, start by sharing the stories they’ll need to relate to clients and earn their trust. After decades of business ownership, agency owners commonly amass a wealth of knowledge and anecdotes that serve as valuable tools in client interactions. Separate those stories from your personal experience and start teaching them to your team as a way to gain the clients’ trust while they gain experience and, little by little, start creating their own stories.

2. Initial Calls. Once your team has a solid foundation of knowledge and skills, it's time to transition them into a more active role. Begin by training them to conduct initial client calls, providing them with a script and key talking points. Have them shadow you on these calls to observe your techniques and gain practical experience.

3. Increase Autonomy. As they become more confident, allow them to take the lead on calls while you listen in. This approach provides an opportunity for real-time feedback and guidance. Continue this process throughout the entire sales cycle, gradually increasing their autonomy. Soon they’ll be confident enough to sell with only bringing you in to add color, where needed.

Remember, learning is often accompanied by mistakes. Encourage your team to embrace these setbacks as opportunities for growth. By reviewing recorded calls together, you can identify areas for improvement and provide constructive feedback.

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 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.

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

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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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.

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 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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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?

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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?

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 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.

Subscribe

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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.

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.

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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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.

Subscribe

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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.

Subscribe

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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.

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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