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What do you do when a business partnership fails? Do you try to engineer the perfect agreement so the exit is clean, or focus on alignment long before anyone signs anything? The truth is, most agency partnerships fail because owners rush into them without slowing down to see the cracks. Preparing for the worst is not pessimistic. It is how you protect the business you are trying to build.

Today's featured guest has gone through failed starts, broken agency partnerships, and overcommitting his time as the owner for fear of losing opportunities. He'll unpack 25 years of wins, mistakes, and hard earned clarity, from building his agency and how the biggest breakthroughs came from leadership shifts rather than marketing tactics.

Andy Crestodina is the co founder of Orbit Media, a Chicago based web development and optimization agency approaching its 25th year in business. Orbit has grown to a team of fifty five and more than eight million in annual revenue. Andy is also one of the most respected voices in content marketing, with millions of readers, hundreds of speaking engagements each year, and a reputation for teaching real strategy instead of recycled tactics.

In this episode, we'll discuss:

• Slow, organic for consistent agency growth.

• What a failed agency partnership can cost you.

• The hire that gives an agency founder their time back.

• Learning when "yes" becomes the problem.

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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 Slow, Organic Growth Built a 25-Year Agency

Andy was working as an IT recruiter in the nineties and found himself bored at his day job. He didn't get to build anything in that position and he had a lot of ideation urging him to do something else. Luckily, the internet offered him that chance.

He could build a website and channel his creative energy through that side project. But could he do it full time? He had no resume and no portfolio to present to a potential employer. He realized it was easier to get a client to take a chance on him than it was to convince an employer to hire him.

So he and a high school friend started building sites. The first partnership failed fast and then the second attempt grew slowly, quietly, and steadily for 25 years. The secret was not paid ads or cold outreach. It was content. Consistent publishing, useful insights, and a commitment to organic channels long before that became mainstream advice.

When Agency Partnerships Go Wrong and What It Really Costs

There are many stories of successful partnerships in the agency world, but overall the disaster stories are much more common. As Jason says, you either know the bad partner or you are the bad partner. Andy lived through one of the toughest versions of that story.

He had three partners for a while. One of them ran an unprofitable department. Responsibilities were unclear. Values were not aligned. And when it came time to clean up the mess, a poorly written shareholder agreement became a bigger problem than the partner himself.

Andy had to mortgage his home and personally lend the company money to buy out the partner. The agreement used the wrong valuation formula. The partner dragged his feet and what should have been a difficult but clean process turned into a long, expensive, emotionally draining separation.

Looking back, Andy says something most founders never admit. A handshake would have been better than the shareholder agreement they had.

The real mistakes came earlier: saying yes to a partner who did not share the same values, not slowing down long enough to evaluate the deal, and being hungry for growth and ignoring misalignment.

The Leadership Hire That Gave the Founder His Time Back

Around this time of misalignment between partners was when a long time client turned management consultant stepped in. He saw tension inside the partner group, so he moved to do a 360 review and surfaced the problems that no one wanted to say out loud. Andy was quick to spot that he would be a great addition to the agency, and so eventually, he became the CEO.

That single hire changed everything.

Andy was doing all the sales and marketing. Meetings all day. Proposals all night. Burning energy on tasks someone else should have owned years earlier.

Once his new CEO came on board, he built systems, built a sales process, hired strategists to handle qualification and scoping. Suddenly Andy had 20 hours a week of his life back.

He poured that time into content and went right into work. He doubled publishing frequency, launched a conference, wrote a book, held monthly live events, shot videos. The brand exploded. Their reach multiplied. The inbound engine went from effective to unstoppable.

This is the founder shift so many agency owners avoid. Letting go. Delegating the work that drains you. Investing your best energy into the work that grows the company, not the work that maintains it.

Saying Yes, Saying No, and Protecting Your Energy

Andy admits he still overcommits. He still says yes to speaking engagements because he loves the stage and it generates leads, even though the constant travel wears him down.

This is something many agency owners have to face. You may want the brand, speaking gigs and reach. But you also want to protect your energy so you do not turn into the hero who disappoints people when they finally meet you.

At some point, you have to choose where your yes goes. Andy chose articles, newsletters, LinkedIn, webinars, a conference, and in person events. He let go of podcasting. He narrowed his focus so he could go deeper. That discipline, more than any tactic, is what keeps his inbound engine healthy 25 years later.

The Tension Between Culture and Profit

How do you balance loyalty to your team with the need for profit and EBITDA?

Andy is still trying to figure this out. His team has an average tenure of eight years. Some team members have been there twenty. Andy cares deeply about them and their families. But agencies face moments when bonuses, salaries, utilization, and capacity collide. Where doing right by people and doing right for the business feel like competing priorities.

There is no perfect answer. But there is a direction. Take care of your people first. Trust them to help you solve the profit problems. Fix leaks. Raise rates. Tighten scope. Operate like owners. And when the agency wins, let your team win with you.

Culture breaks agencies faster than anything else. Profit can be fixed. Culture cannot be patched over.

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 if the merger you believed would change everything suddenly collapsed? Agency owners often dream of the big exit: the acquisition, the payday, the validation. But if you've been in this industry long enough, you know the story rarely goes as planned. Today's guest lived through the dot-com boom, a merger gone sideways, a rare "un-merger," and multiple reinventions across three decades.

Today's featured guest is an agency owner who lived through the dot com boom, a merger gone sideways, an unmerger (a rare event), and multiple reinventions over three decades. He'll talk about his journey and the lessons he's gained in resilience, clarity, and what it means to build a business that lasts.

Tom Snyder is the founder and CEO of Trivera, a Milwaukee-based agency that originally launched in 1996 under the name Website Solutions. He got his start back when tables ruled the web, Netscape Navigator was leading the browser war, and you had to explain to clients what the internet even was.

Tom's agency grew quickly through the dot com boom, became part of an early multi-agency rollup, unmerged after the dot com crash, and later rebuilt itself around strategic services, recurring revenue, and emerging technologies. Thirty years later, he has seen nearly every high and low this industry can deliver and has the scars and wisdom to match.

In this episode, we'll discuss:

• The roll up that seemed like a dream and the subsequent meltdown.

• The rare chance to unmerger.

• Learning to adapt to new technologies.

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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.

The Early Days of the Web: A Front Row Seat to Digital History

Tom got into websites before most people even understood what a web browser was. He recalls visiting a friend in 1995 who showed him a website for a local jeweler. The fact that someone in Milwaukee could suddenly sell jewelry to anyone in the world blew his mind. That spark soon became Website Solutions, a one-man shop in his duplex basement that grew into a million-dollar agency within three years.

These early days were defined by scrappiness. There were no WordPress installs, no Mailchimp, no Shopify. Agencies wrote their own CMS platforms, email tools, and ecommerce systems.

For years, Trivera worked on project-based engagements. Sell a website. Build it. Launch it. Then hunt for the next one. It created a revenue roller coaster that made it hard to grow.

Then the breakthrough came when someone asked a simple question: Why are you not offering annual retained services?

Once they shifted the model, everything changed. Retainers gave them predictable cash flow, stability during downturns, and the ability to build deeper, longer-term partnerships.

Inside the Dot-Com Boom and the Rollup That Promised Millions

By the late nineties, agency rollups were happening everywhere. Big groups on the West Coast were buying smaller shops at high valuations, promising stock payouts that would multiply as the group grew. Tom's agency was acquired by one of these rollups. The offer was attractive: $1 million in stock with the expectation that it could balloon into ten million within a couple of years.

For Tom, this was more than a payday. It felt like a way to secure better opportunities for his team. Higher salaries, better benefits, more resources. All the things agency owners often think a larger parent company can provide.

But as the ink dried on the deal, the dot com crash hit. Internal battles erupted among the agency owners inside the rollup. Some wanted to scale fast and sell. Others were emotionally attached to their agencies and resisted change. As the economy collapsed, so did the plan.

When an Agency Merger Falls Apart

Tom describes the internal environment as chaos. Agencies within the rollup started blaming one another for the downturn. Some owners viewed Tom's Midwest operation as a weak link and argued it was a mistake to acquire them.

Then came the breaking point. At a Las Vegas meeting that was supposed to chart a path forward, Tom learned that he would lose control of his agency. His wife, who served as CFO, would be dismissed. His team would report to another agency owner.

This happened on September 10th.

The next morning, as they sat in their hotel room trying to process what to do, the news broke that planes had hit the World Trade Center. The world changed, and so did their priorities. In that moment of clarity, they made the decision to walk away and unmerge.

How a Rare Un-Merge Saved the Agency

Unmerging from an agency rollup almost never happens. But because the rollup was already fracturing, the leadership was surprisingly open to it. They returned most of the shares, let Tom keep a small portion, and released the original agency name. From there, Tom and his wife rebuilt everything from scratch under a new identity.

Although it felt like the right decision to make, they were still exiting what was still a financially stable operation to start from scratch, which was a scary but necessary step to take. They brainstormed names that felt Greek or Latin until they arrived at Trivera. The name itself was available only because the previous owner had just let the domain lapse. It felt like a small sign that starting over was the right move.

This reset allowed Tom to build the agency the right way. No irrational exuberance, burn rates, or pressure to sell. Just strong culture, smart financial discipline, and an eye on durable business fundamentals.

How Adapting to New Technology Helped Survive in Crisis

After the dot com crash, new technologies created fresh opportunities. SEO, email marketing, mobile, and social opened new revenue streams that helped Trivera rebound each time the economy dipped. Tom noticed a pattern. Every downturn was followed by a brand new marketing wave that rewarded the agencies willing to embrace it early.

One of the most pivotal moments came during the 2009 recession. The agency had lost clients, payroll was tight, and they needed a breakthrough. Everyone was asking about social media at the time, so Tom and his team built an event called Social Media University. They hustled for two months and ended up selling 400 tickets. The sales and sponsorship revenue kept their payroll alive and catapulted them into a new service category.

Events like this do more than create revenue. They cement authority, give an agency a story in the market, and in Tom's case, it opened doors to new clients and positioned them for the next evolution of the agency.

Letting Go of Comparison to Stay Focused on the Journey

Despite the wins, Tom admits there were years he compared his agency to others and wondered why they scaled or sold faster, especially some that got the tools from his very social media event. It is easy to feel behind when you see competitors raising money, getting acquired, or shouting big revenue numbers.

However, there's very little one can actually know about other agency's purchase deals. These stories are incomplete. You never know what the real terms were. You never know the headaches behind the scenes. And you definitely never know if they actually took money home.

Success in the agency world is rarely a straight line. It is more often a messy, winding path filled with reinventions, hard conversations, and moments when you question everything. So agency owners struggling and watching others reach new milestones should remind themselves that longevity comes from resilience, not a perfect upward curve.

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

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

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

Is your agency growing fast but still running without the right structure or leadership team to sustain that growth? If too many people are reporting directly to you, it's a clear sign you've outgrown your current setup. But building that next layer of leadership isn't as simple as promoting your top performers. Without a clear strategy, those well-intentioned promotions can backfire, causing confusion, turnover, and setbacks that stall your agency's momentum.

Today's featured guest learned that lesson firsthand. After experiencing a year of costly turnover caused by the wrong management moves, he came away with a better understanding of what real leadership development looks like. In this episode, he'll share what it takes to scale beyond seven figures, the mistakes that nearly derailed his agency's growth, and the key shifts that helped him build a stronger, more sustainable business.

Brandon Rost is the founder and CEO of be Marketing, a Pennsylvania-based advertising agency that helps brands grow through creative, digital, and media strategies. Over the past decade and a half, Brandon has built his agency from a solo operation into a multi-million-dollar powerhouse by focusing on relationships, resourcefulness, and relentless problem-solving.

He's proof that you don't need to have all the answers when you start, just the willingness to figure it out along the way.

In this episode, we'll discuss:

• How to reinvest profits strategically to scale your agency sustainably.

• Why promoting top performers doesn't already create effective leaders.

• The KPI's and systems that improved profit and cash flow.

• The mindset shift that turns fast growth into longterm success.

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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 Being Resourceful Is the Key to Building an Agency

Brandon didn't plan on running an agency. At the time, he was managing social media for a corporate job and bartending on the side when a PR firm owner offered him a shot at managing her clients' social accounts. What started as ten small accounts quickly snowballed into a full-time business.

Like most early-stage entrepreneurs, he had no idea what he was doing at first. He sent invoices in Word documents, figured out HR and finance on the fly, and said "yes" to every opportunity—then learned how to deliver later. It wasn't glamorous, but it worked.

That resourcefulness became his superpower. As anyone who has grown a business can tell you, success comes from resourcefulness - not knowing everything. You don't have to know everything right now. Just figure it out and make it work.

Scaling Up: Investing Every Dollar Back In the Agency

For the first few years, Brandon kept bartending to cover his bills and put every dollar the agency made back into growth. That discipline gave him the runway to build a real company without debt or short-term panic.

He hired his first part-time employee within a year, went full-time around year two, and hit seven figures by year four in 2014. However, crossing the million-dollar mark didn't come with confetti and fireworks. It came with more responsibility, more moving parts, and a steeper learning curve.

"Everyone thinks hitting a million feels different," Brandon said. "It doesn't. It just brings on more work." Instead of waiting for that milestone to magically change things, focus on building the right foundation so the business can continue to grow without you doing everything. Make it a point to continue to delegate part of that workload every quarter, and after a couple of years, you'll find you've gotten your freedom back.

Learning to Lead and Let Go: Building a Leadership Team

Brandon learned the hard way that leading people requires a completely different skill set than landing clients. As the agency grew, he at one point had seventeen people reporting to him and eventually realized it just wasn't sustainable.

It was the right moment to create different positions that would oversee different departments. However, his strategy was flawed at first; "We elevated people just to elevate them," he said. "And it set us back a year." He never stopped to ask whether or not those employees were ready or even suited for management roles. As a result, they dealt with a year of turnover followed by slowly getting back on track.

The lesson for Brandon was: put the right people in the right seats, and don't assume your best technician wants to—or should—manage others. Leadership isn't a promotion; it's a whole new role.

Knowing Your Numbers and Turning Chaos Into Profitability

Once the business hit its stride, Brandon turned his focus to profitability. He shared how the agency once got caught in a dangerous cash flow loop of collecting Google ad payments for clients and effectively becoming a bank instead of a marketing firm.

After untangling that, his team started tracking key KPIs more closely:

• AGI (Agency Gross Income) in the 55–60% range

• Net profit around 10–12%

• Payroll around 33% of AGI

By simplifying operations and separating client media costs from agency revenue, they stabilized cash flow and built a healthier margin. Simply put, what you measure improves and, for Brandon, that meant finally treating the numbers as a steering wheel instead of a rearview mirror.

Sales: The Last Most Agency Owners Are Ready to Hang Up

Even after 15 years, Brandon still handles most of the sales himself. It's something he admits he should've delegated earlier, but building a sales team isn't as easy as hiring a "radio guy" and hoping they sell.

After two failed attempts, Brandon realized the problem wasn't the salespeople but rather the lack of systems. Now, the new plan is to support the team with brand marketing, create a "sales tackle box" full of proven client stories, and build repeatable processes for outreach, follow-up, and closing.

You'll always be the best salesperson until you document what's in your head. With the right structure and stories in place, a sales team can finally scale what made the founder successful in the first place.

What Scaling Fast Taught Him About Patience and Culture

Looking back, Brandon said the biggest surprise was how much patience real growth takes—and how easy it is to lose sight of culture while scaling fast. Whether it was figuring out HR policies, managing team dynamics, or setting boundaries for office events, every new level came with a new layer of learning.

He now focuses on balance: growing deliberately, empowering leaders, and making sure the culture that got them here doesn't get lost along the way. "We've learned to grow smarter, not faster," he said.

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 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.

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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.

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

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.

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

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.

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

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.

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

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.

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

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 leveraging the power of podcasting to grow your agency? Whether through guest appearances on industry shows or hosting your own podcast, this medium offers unique opportunities to showcase expertise and connect with potential clients. However, while appearing on established podcasts can help spread your message, creating your own show ultimately provides greater control over brand messaging and client conversion.

For marketing agencies, podcasting has become an essential marketing tool that can drive significant conversions. Today's featured guest, a podcast expert, specializes in helping clients navigate the complex balance between audience value and revenue generation. She tackles crucial questions many business owners face in their podcasting journey: optimal timing for monetization, strategies for brand partnerships, and most importantly, maintaining focus on audience benefit. Her insights reveal how to build a podcast that not only generates revenue but also provides lasting value to listeners.

Traci DeForge is the founder and CEO of Produce Your Podcast, an award-winning podcast and marketing agency that is well-known for helping clients leverage their podcasts for revenue growth. She discusses the significant role podcasts play in driving revenue for business owners and consultants and shares her insights on best practices for pitching to get on podcasts, tips for being an effective podcast guest, and why the best call to action is leading people back to your own podcast.

In this episode, we'll discuss:

• The easiest way to be a great podcast guest.

• The importance of storytelling to capture your podcast audience.

• AI-generated podcast content and it's limitations.

• How to re-energize a stale podcast.

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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.

Don't Be That Guest: Listen First, Pitch Later

As a professional who helps clients maximize their podcast opportunities, Traci emphasizes that while podcasts can be powerful platforms for business owners to share expertise and promote their ventures, success requires a strategic approach. The most critical step before pitching yourself as a guest, she insists, is to actually listen to the show you're targeting.

Nothing frustrates podcast hosts more than receiving pitches from people who clearly haven't invested time in understanding their show or audience. A potential guest can immediately stand out simply by demonstrating familiarity with the podcast's format, tone, listener base in their outreach, and more importantly, what value they can bring to that audience. Each show has its unique style and requirements, making a one-size-fits-all approach ineffective.

The rise of AI-generated mass outreach has only heightened the importance of personalization. Many people send automated messages with text easily identified as something drafted by AI to be sent to maybe hundreds of people. A personalized approach reflects genuine interest and sets you apart from the countless generic pitches that inundate podcast hosts daily while also establishing rapport. This initial investment of time and effort significantly increases your chances of securing a guest spot and creating valuable content for the show's audience.

Tips to Prepare to Be a Great Podcast Guest

Once you get in and are set to be a podcast guest, there are ways you can ensure you'll be a great guest who provides great value to the show while making sure you also drive business.

First, you want to be prepared for how a host usually runs their show. Ideally, Traci recommends you listen to a few episodes so you'll be familiar with the most important questions they ask and be prepared to answer in a thoughtful way.

At the same time, you want to make sure you can come across to the audience as someone who is sharing relevant information about yourself and your business without it becoming an entire infomercial about your business. In this regard, Traci also mentions the importance of having a good call to action. Don't list fifteen different ways people can get in touch with you, but rather one specific request that enables you to continue the conversation with your audience after they've consumed the podcast. Ideally, send people to listen to your own podcast, since there's no better way to grow a show than appearing as a guest on other shows and being exposed to an audience who's already consuming podcast content similar to what you share.

Using Storytelling to Captivate Your Podcast Audience

As a podcast guest, another good way to get the audience interested in what you do is to sprinkle some relevant stories throughout the conversation in a way that's not staged or phony. People like to hear stories, and if they're success stories this steps up a way for you to connect with someone's pain points or aspirations.

This is something that will also greatly help you as a podcast host. At its core, podcasting is about storytelling. Listeners are drawn to narratives that evoke emotions, inspire, and offer relatable experiences. The ability to weave personal stories into discussions creates a sense of intimacy and relatability.

Even if you don't consider yourself a natural storyteller, the key is to identify a few authentic stories that you feel comfortable sharing. This approach fosters a genuine connection with listeners who may be grappling with similar pain points or aspirations. When a host shares a success story, it not only provides hope but also establishes credibility, allowing listeners to envision themselves achieving similar outcomes.

Why AI-Generated Content Can't Replace Authentic Podcasting

Nowadays with AI it's possible for someone to just save a couple of interesting articles about a certain topic, have an AI read it while replicating their voice and tone, and then post it as a podcast episodes after adding their intro and outro music. That's how far the technology has come. However, Traci warns that although these tactics to get episodes out quickly with the least amount of effort can get you into the top of the funnel it'll never replace the trust you build by having an authentic conversation with a guest.

Listeners crave authenticity, and the fear remains that reliance on AI-generated content could lead to a robotic and impersonal experience. The podcasting community thrives on the unique perspectives and experiences that individuals bring, and it is this authenticity that sets successful podcasts apart.

The ability to engage in sincere conversations about your expertise and passion creates an environment where listeners can truly understand what it would be like to work with you. Unlike written blog posts or advertisements, a podcast allows for a more nuanced and dynamic exchange of ideas. The natural energy of a host's voice, along with their unique inflections and pauses, conveys emotions that text alone cannot replicate. This authenticity becomes a powerful vehicle for connection, enabling listeners to feel as if they are part of a shared journey.

How to Reenergize Your Podcast

As more creators enter the space, the challenge of standing out and reaching new audiences has intensified. The podcasting world is no longer just about producing quality content; it's equally about ensuring that content is accessible and easily found by potential listeners. This is why if you feel your show is in need of a boost Traci recommends digging into the discoverability, which refers to how easily listeners can find your podcast.

As a creator, you must consider how your content appears in search results and how it can be promoted across various platforms. The key elements which affects your podcast's appearance to new listeners goes from simple elements like its name and accompanying description, to how you're utilizing podcast platforms. One of the first steps in enhancing discoverability is conducting a thorough podcast audit.

A well-rounded audit should spend a significant amount of time analyzing the state of the podcast, including its format, production value, and how potential listeners are searching for content similar to what the podcast offers. This perspective shift can illuminate gaps in the podcast's visibility and provide a roadmap for improvement.

Once you've optimized your content, you could turn to surveying your audience to ensure the content you're putting out is the content they're interested in listening to. You can also look at the way you're putting out that content, paying attention to aspects like whether you should prioritize short-form content over long-form content and what are you doing on each side to convert listeners to the other.

Can Small Creators Monetize Their Show?

The short answer is, yes. The question of when to monetize a podcast often creates anxiety among creators, particularly those with smaller audiences. However, Traci challenges the common assumption that successful monetization requires massive download numbers. Instead, she emphasizes the importance of strategic planning from the outset – understanding your content direction and identifying potential brand partnerships that align with your message.

The power of podcasting as a marketing tool is backed by compelling data: 73% of podcast listeners take action based on their favorite hosts' recommendations. This remarkable statistic highlights both the significant influence podcasters wield and their responsibility to their audience. Understanding this impact should guide creators to prioritize meaningful, high-quality content while strategically integrating promotional elements in ways that feel natural and valuable to listeners.

Traci's experience has shown that successful monetization is possible even for podcasts with seemingly limiting factors, such as niche subjects or geographic restrictions. She's witnessed effective pre-launch monetization strategies and profitable small podcasts, proving that audience size isn't the only path to success. The key lies in developing a comprehensive strategy that addresses both audience growth and monetization opportunities. In her view, the only real limitations are those imposed by outdated thinking about what makes a podcast commercially 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

Would your agency be ready for an unexpected acquisition opportunity? Could you make it work if the time and offer were right? One boutique agency owner faced this question when an unexpected offer transformed her lifestyle business into an acquisition prospect. Though she and her partner had no immediate plans to sell, they recognized the potential and methodically prepared for a successful transition. Learn about their experiences finding their niche in the industry, preparing for acquisition, their 'no regrets' attitude regarding the sale, and the reason why they approached negotiations with a thoughtful mindset that would benefit everyone involved.

Kelsey Dixon is the co-founder of Davies and Dixon, an organic social media agency based in Seattle. She shares her journey into entrepreneurship, highlighting the transition from the events and hospitality industry to digital marketing, the way her agency's niche organically changed as she and her partner found the right audience, and more recently, her agency's acquisition process, including why she chose to lead negotiations with kindness and their successful earn-out story.

In this episode, we'll discuss:

• Going from full service to finding focus.

• An unexpected opportunity to sell.

• Negotiating with kindness and thoughtfulness to ensure future success.

• How to negotiate an earn-out.

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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.

Accidental Agency: When Adaptability Meets Opportunity

Kelsey never saw herself as an entrepreneur and had no plans of starting her own business. a chance meeting during an internship in New York would change her career trajectory. There, she met Mackenzie, a fellow intern who years later, would convince her to move to Seattle and start a business with her.

As an agency owner, Kelsey found there were new surprises around the corner every quarter and every year. At age 24, she started out with no idea what she was doing; everything seemed new and unexpected. However, she believes this worked to her benefit since she approached the experience with naiveté and willingness to learn.

With Kelsey's background in hospitality and travel, and Mackenzie's expertise in digital marketing, the two women initially planned to build an agency serving the hospitality sector. However, upon arriving in Seattle, they faced the significant challenge without a network in their new city. Their proactive networking efforts unexpectedly led them deeper into the local tech industry, naturally evolving their agency's focus and creating a new niche that differed from their original vision.

Finding Focus: From Doing It All to Intentional Hiring

In their early days, Kelsey and Mackenzie approached client acquisition with an eager, full-service mindset, taking on everything from PR to organic social media and branding. While they managed these diverse projects through talented contractors, Kelsey now realizes their determination to win clients' trust sometimes led them into areas beyond their expertise.

As their agency evolved, they naturally discovered their true strengths through client feedback and successful outcomes. The organic process of finding their niche allowed them to recognize and pursue opportunities where their work could truly stand out. For eight years, both partners remained deeply involved in every aspect of the business, from client work to day-to-day operations.

The preparation for acquisition marked a significant turning point, prompting them to narrow their roles as founders and delegate responsibilities. Though both partners initially struggled with the emotional challenge of stepping back from daily operations, their strategic approach to hiring made the transition successful. They built a team of talented individuals who often exceeded their own expertise in specific areas. This decision proved transformative – by placing trust in their capable team and focusing on their own areas of expertise, they not only improved the quality of work but also created a more efficient organization.

Embracing the Opportunity to Sell Their Agency

Selling the agency was not initially part of Kelsey's overall vision, at least not at the eight-year mark. However, a buyer agency reached out with an interest in acquiring Davies and Dixon, which prompted a thorough evaluation of their current circumstances and future aspirations.

With two co-founders, Kelsey admits it's difficult to get on the same page in any decision. They were at a crossroads, having invested nearly eight years into building their agency so they laid out the pathways and concluded that, although they were looking for an exit along the ten-year mark, they could push to be ready before that. It was 2021, they were coming out of a tumultuous year with the pandemic and had lost key team members to offers they couldn't match as a small boutique business.

Faced with burnout and the strain of navigating an unpredictable economy, they weighed the potential benefits of pursuing the acquisition against the option of pushing through to a planned exit around the ten-year mark.

As they explored the acquisition, they concluded the move would align with their overarching goal of supporting their lifestyle while also presenting solutions to the challenges they faced. The integration promised enhanced opportunities for their team, addressed immediate concerns, and positioned the agency for long-term success within a larger framework. So they decided to embrace the opportunity.

Maintaining a "No Regrets" Mindset About an Agency Sale

The decision to sell their agency came at a pivotal moment. Unlike many agency owners who accept acquisition offers out of exhaustion or overwhelming pressure, Kelsey and her partner approached the opportunity strategically. While the loss of key team members influenced their timing, the decision wasn't made in haste. It was grounded in careful data analysis and thoughtful consideration of future opportunities.

Looking back, Kelsey believes there wasn't truly a wrong choice to make, as both paths – selling or continuing independently – offered potential for success. She maintains a strong belief in trusting her gut, embracing a no-regrets mindset that has consistently served her well throughout her career. The acquisition proved to validate their decision-making process: the integration proceeded smoothly, their team found new growth opportunities, and their clients received enhanced services.

Lead Negotiations with Kindness to Create the Foundation for Success

Kelsey's acquisition deal had an 'acqui-hire' portion, which means Kelsey and her partner would continue to serve in leadership for two years following the purchase to be a key element in the integration process and in helping scale the agency.

According to Kelsey, this changed the negotiation process a bit since she had to consider that she'd be working with the acquirer for some time once a deal was reached. For her, this unique scenario required a thoughtful approach to negotiation where she led with kindness and thoughtfulness, keeping in mind the future success of the agency—and the well-being of its employees—depended on the relationship established during the negotiation process.

However, this doesn't mean she said yes to the first offer, they just negotiated with the greater good in mind. They negotiated not only for their own interests but also for the cultural values and benefits that defined their agency. By advocating for policies that prioritized employee welfare—such as PTO policies, work-from-anywhere options, and signing bonuses—they ensured that their team members would continue to thrive in the new environment.

By treating the negotiation process with respect and integrity, recognizing that their legacy would be tied to the success of the agency they were joining, Kelsey and her partner were able to create a foundation for success that would extend far beyond the immediate financial implications of the deal.

Walking a Fine Line to Negotiate Earn-Out Terms Carefully

Kelsey's acquisition deal did include an earn-out, which thankfully they were able to meet after a successful first-year integration. In their case, they decided to maintain open communication with both their team and clients during the earn-out process, which contributed to an impressive retention rate post-acquisition. By fostering trust and transparency, they were able to ease the transition and ensure that clients felt secure in their ongoing relationships with the agency.

However, while earn-outs can provide a financial incentive for sellers to ensure the success of the acquired business post-sale, poorly structured earn-out terms can lead to frustration, financial loss, and strained relationships between the parties involved.

To avoid this scenario, secure control over client relationships and business operations until the earn-out conditions are met. This involves negotiating terms that keep the acquisition confidential until the seller has fully transitioned and received the agreed-upon compensation. By maintaining control, sellers can ensure that their clients remain engaged and satisfied, which is crucial for achieving the performance metrics tied to the earn-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.

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

How do you ensure the highest possible retention levels at your agency? What reasons do you give employees to stay and develop their careers at your agency? Today's featured guest hires fresh talent right out of college. People his team can train into the sort of workers who grow with the agency.

However, young talent tends to be ambitious and likely to move on quickly to the next opportunity. To boost retention, he has created a growth path for employees that are a right fit with the agency. He'll break down how he's learned to hire intentionally and build a culture that grows people as fast as profits.

McKay Salisbury is the founder and CEO of FiveStar Commerce, an eCommerce agency based in Orem, Utah. His team manages Amazon, Walmart, and Target Plus accounts for over 450 brands annually. What started as a freelancing side hustle on Upwork has grown into a full-service agency focused on team development, in-person collaboration, and steady internal promotion.

In this episode, we'll discuss:

• How to hire and retain young talent in a competitive market.

• Why in-person culture drives faster growth and better retention.

• The career path strategy that turns entry-level hires into future leaders.

• How to build systems that grow people as fast as profits.

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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.

Growing his Freelancer Gigs to a Thriving Amazon Agency

McKay's journey began while working at a small Amazon marketing firm, when he started freelancing on Upwork to make a little extra money. Within six months, his freelance income reached half of his salary, and he decided to go all in. Moving into his sister's basement, McKay began full-time freelancing, which quickly evolved into his own agency.

Within the first month after quitting his job, he was already matching his old salary. McKay's early days were lean, but the momentum from focusing entirely on client work set the foundation for future growth.

Hiring Early and Building Support Systems

McKay's first hire came just a month into freelancing full-time. It was a part-time assistant he had previously worked with. That decision to delegate quickly accelerated FiveStar Commerce's capacity. Within five months, he added his first full-time project manager and opened a physical office.

Unlike many agency owners who chase remote freedom, McKay found that in-person collaboration gave him structure, focus, and culture. For him, separation between work and home drives productivity. Just like he had learned in college, where studying at the library helped him focus, McKay found it much easier to create great work and culture working in-person. The physical office became the heartbeat of FiveStar Commerce's growth, helping employees feel part of something bigger and creating accountability that can be hard to replicate remotely.

Why In-Person Work Still Wins for Training and Culture

When it came time to really build his team beyond just a few employees, McKay found it was either difficult or expensive to find the right talent with experience in his particular niche. It wasn't an option for an agency just starting out, so he leaned on investing time on training young talent. It made sense cost wise, and location wise, given they are near two large universities, which provided a supply of fresh talent eager to learn.

To make this approach work, the agency had to adapt its environment to support constant learning. A central part of this is their in-person operations, since McKay noticed that even the smallest physical arrangements, like which direction desks faced, could impact how quickly new hires learned and that having trainers nearby reduced hesitation and built confidence.

He also observed that remote employees tended to "float away" after 6–12 months. While remote setups can work for certain roles, McKay found that building culture, energy, and loyalty thrive best face-to-face. This philosophy shaped his agency's identity and helped retain young, ambitious team members eager for mentorship.

Designing Career Paths that Retain Talent

Beyond intentional training, this strategy worked because he paired it with a clear path for career progression. Every employee starts as a generalist learning all aspects of Amazon management, from ads to design to optimization.

After 6–12 months, they move into project management roles, and the top performers advance to senior project manager positions. Each promotion comes with a pay increases - typically around $10,000 per year - which keeps employees motivated and invested in long-term growth.

This proved to be a great way to increase retention, which is one of the biggest challenges for growing agencies. As McKay puts it, "If you're not giving people a reason to grow, LinkedIn will."

Personality Over Experience: Hiring for Potential

When hiring fresh graduates, how can you gauge whether or not they'll be a good fit in the long run? McKay looks for personality traits that predict leadership potential—confidence, communication skills, and curiosity. The interview process focuses on how candidates carry themselves, not just what's on their resume. Those who communicate clearly and think proactively tend to rise fastest.

This approach ensures that every new hire is a potential project manager within a year or two. McKay views entry-level roles not as long-term positions but as training grounds for leadership. By prioritizing culture fit and growth mindset, he's been able to maintain consistent quality while scaling quickly.

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 struggle to write proposals? Do you know the 2 keys to winning more clients in the proposal stage? Mastering the art of creating fast, high-quality proposals remains crucial for agency growth. The best way to guarantee your proposal has a chance to stand out from competitors is to ensure speed and accuracy. That is why our featured guest is sharing how he went from owning an agency to creating the tool for overcoming proposal anxiety.

He spent years thinking about ways to turn what was often the worst part of the job for him into an easier and more enjoyable process and eventually launched a software that does just that. Learn more about Joe's entrepreneurial journey and insights into the agency world.

Joe Ardeeser is a former agency owner and entrepreneur who ran a web design shop and high-end WordPress shop for twelve years. He shares his journey from agency owner to launching his latest venture, Smart Pricing Table. Joe discusses his early experiences in the agency business, highlighting his desire for independence and the challenges he faced, including developing RSI and chronic back pain, which led him to hire his first employees out of necessity. He reflects on the things that took away from his agency's growth and the way to keep improving your proposals until you're yielding the expected results.

In this episode, we'll discuss:

• 2 keys to drafting a successful proposal.

• Learning from past mistakes to continuously improve your proposals.

• The solution to overcome proposal anxiety.

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When Setbacks Become Stepping Stones in Agency Growth

Joe's story begins with a common entrepreneurial struggle: the desire for independence. Truth be told, he didn't like having a boss. After working in a corporate environment that stifled his creativity and autonomy, Joe ventured into freelancing. However, an unexpected challenge arose when he developed an injury that hindered his ability to perform tasks like typing. This setback, rather than derailing his ambition, became the catalyst for hiring.

Enlisting help helped Joe realize that delegating tasks could free him to focus on higher-level strategic thinking. The first time he realized the critical role played by that initial hire was during a simple errand. Upon his return, he realized his employee kept everything running smoothly in his absence. He was hooked. The experience highlighted the power of collaboration and the importance of building a team that could share the workload.

As his agency grew, each strategic hire—from developers and designers to a pivotal sales manager—freed Joe to focus on broader business strategy. The decision to hire a salesperson, though questioned by some who thought the agency was too small, proved particularly transformative. By delegating the pressure of closing deals, Joe could finally step away from the day-to-day stress of revenue generation.

Little by little his hires and careful delegation led to the big day when a client was onboarded without his input at any level and not even knowing the client prior to that moment. It was the moment he knew he had transitioned from an owner to a CEO.

2 Keys of a Successful Proposal: Speed and Precision

As for so many agencies, Joe recognizes lead generation as a significant pain point for him. Luckily, the agency got tons of leads from Clutch back in the beginning. Still, they did a lot of one-time work and hadn't cracked the code on landing retainers.

#1 - Speed

Back then, Joe hated writing proposals, because of the urgency that came with it. In his experience, every day that went by meant the odds of getting picked went slimmed. In his experience, clients often go with the first-engaged vendor. By reaching out immediately, an agency demonstrates its commitment and also capitalizes on the momentum of the prospect's interest.

#2 - Accuracy

Secondly, the proposal, scope, and expectations must be accurate. If not, the project could blow up post-sale and become a nightmare. These two proposal conditions, it having to be ready quickly but also be high-quality, are two elements that come together to create what Joe calls "proposal anxiety" which is one of the bigger stressors in agency life.

Your proposal should be detailed to avoid painful mistakes like greatly underestimating the time and resources you'll be investing on that project. According to Joe, it should be detailed enough to provide "handles to grab onto" without being obnoxious. Vagueness will lead to situations where all your resources keep getting sucked into that project without the proper limits to stop at a certain point.

Why You Should Record All Issues with Previous Proposals to Yield Better Results

Ideally, agency owners should keep a repository of all the learnings from previous projects. Record all the issues you've ran into that could've been avoided by clearing it up in the proposal. In this sense, Joe recommends having reusable items that can be improved over time as you test through agency work. Many things might change in these documents as you get better and better but Joe makes two main recommendations for making successful proposal drafts:

• Make it visually appealing. Even if you are making very detailed proposals, don't underestimate the importance of the layout. If it basically looks like a wall of text the prospect will be overwhelmed and be less likely to read it, and that will inevitably lead to expectation issues. Lay out your proposal so it is digestible by creating bullet points as visual clear representation of the work included, limitations, and upsales available.

• Define the "Spirit of the work". Joe particularly recommends taking to the time to define this as something you can always come back to if you feel the scope of the project is getting out of hand.

As you continue to test and improve upon this document it will become a proposal that'll help you yield the expected results.

The Solution to Proposal Anxiety

Joe became obsessed with the idea of creating a more structured and efficient approach to proposals to streamline and agency's proposal processes. His goal was turning what is often the worst part of the job into something actually enjoyable.

With this mission in mind, three years ago he took his vision to the market in the form of Smart Pricing Table, a proposal software built for marketing agencies. As someone who ran an agency for many years, Joe knows his software offers the type of features agencies want and can provide the structure to provide quick and accurate proposals.

By focusing on the needs of agencies and incorporating feedback from users, the software has evolved to meet the changing demands of the industry. This adaptability is vital, as it allows agencies to continuously refine their proposal processes and stay ahead of the competition.

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 are your goals for your agency this new year? Which new heights are you hoping to reach and what needs to change in order for you to get there? As we step into a new year, agency owners start setting ambitious targets. But achieving these goals requires more than just wishful thinking—it demands a clear understanding of three critical elements: where you want to go, who you need on your team to get there, and perhaps most importantly, how you need to evolve as a leader.

Today, we're joined by a special guest who has witnessed countless agency journeys firsthand. As a key member of the Jason Swenk team, she's become a trusted companion to our mastermind members, guiding them through their growth challenges and celebrating their victories. Her unique perspective comes from years of observing what makes agencies thrive, understanding their common hurdles, and helping create environments where both businesses and people flourish. Tune in for an engaging conversation about teamwork, growth, and the importance of a community that can help you evolve as a leader.

Stacey Green is the Director of Happiness for the Jason Swenk and Agency Mastery team. After ten years working side to side with Jason, she's on the show for the first time to share the insights into her unique role, which encompasses client success, event planning, and keeping the team organized amidst the chaos. As she celebrates her 10-year anniversary with the team, Stacey reflects on the evolution of her position and talks about some of the changes she's seen over the years. Listeners will gain a behind-the-scenes look at how she ensures the smooth operation of the podcast and the agency's mastermind calls.

In this episode, we'll discuss:

• 10 years of shaping agency success.

• Identifying your agency domino.

• The mastermind advantage. 

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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 Director of Happiness Shapes Agency Success

As Director of Happiness at the Agency Mastery and Jason Swenk Team, Stacey has spent the last decade wearing many hats. This unique title, crafted collaboratively with Jason, encompasses everything from ensuring client success and orchestrating events to keeping Jason focused :)

Through her regular interactions with mastermind members, Stacey has gained a profound insight into the agency landscape: while the industry constantly evolves, the fundamental challenges agency owners face—and their approaches to solving them—remain remarkably consistent. The industry, however, is rather mercurial in its constant change and only those willing to adapt will thrive.

The mastermind program itself reflects this philosophy of adaptation. When Stacey first joined, the membership process was simply transactional—pay the fee and you're in. However, experience taught us that cultural fit is crucial for the community's success. This realization led to the development of a more sophisticated vetting process, ensuring new members align with the group's goals, ethics, and lifestyle values. The result has been the creation of a more cohesive and effective community of agency owners who truly support each other's growth.

The Agency Domino: Identifying Your Agency's Critical Success Factor

Towards the end of the year, Jason challenged his mastermind members to identify their critical "domino"—that singular element that, when properly aligned, sets everything else in motion for their agency's success. This exercise isn't just theoretical; it's born from real-world experience, as Jason and his team face many of the same challenges they help other agencies overcome.

Take marketing talent, for instance. Over the past two years, the team has struggled with finding and retaining the right marketing person, cycling through several mismatched hires. Yet this challenge has offered valuable lessons, helping Jason and Stacey better understand the essential qualities they need in their ideal candidate.

As we enter the new year, agency owners should approach their goal-setting with three crucial questions: Where do you want your agency to go? Who do you need to hire to get there? And perhaps most importantly, who do you need to become as a leader? This final question is critical because an agency can only grow as far as its leader's capabilities. Personal growth isn't just beneficial—it's essential for pushing your agency to new heights.

The Mastermind Advantage: Accelerating Agency Growth Through Collective Wisdom

While one-on-one coaching can be valuable, many business owners eventually hit a ceiling in their growth—a point where individual guidance no longer provides the momentum needed to reach new heights. This is why Jason shifted away from traditional one-on-one coaching toward the more dynamic approach of mastermind groups.

Unlike the linear relationship between coach and client, masterminds create an ecosystem of shared experiences and diverse perspectives. Agency owners learn not just from a single mentor, but from peers who are actively tackling similar challenges from different angles. This multiplicity of viewpoints often reveals solutions and opportunities that might never surface in traditional coaching.

As we enter the new year, consider how you're approaching your agency's growth. If past coaching experiences haven't delivered the results you sought, a mastermind group might offer the fresh perspective you need. As Stacey emphasizes, what brought your agency to its current level won't necessarily propel it to the next. Sometimes, the key to breaking through plateaus lies in embracing new approaches to learning and growth. Success in the agency landscape demands constant evolution and the willingness to learn from others.

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 is the one key thing that is holding you back from know your agency's value? For many it's having the financial literacy necessary to build an agency worth buying. Today's featured guest learned that financial literacy can make or break an exit strategy. Despite his early start in business and formal education, it was the guidance of an outsourced CFO that truly transformed his understanding of business finances. This knowledge proved invaluable years later during acquisition negotiations and his successful exit.

From his teenage ventures in website development to building a thriving digital agency, and ultimately, to negotiating a successful exit on his own terms, join us as we explore the beginnings his agency and essential lessons on the importance of financial literacy, knowing your worth, and preparing for life after the sale.

Brian Rodriguez is the founder of Gatorworks, a digital marketing partner that helps clients reach their goals and keep them informed. He recounts how he stumbled into agency ownership while in high school in 2001, a time when many businesses lacked an online presence. Brian discusses balancing his agency while pursuing his business degree, how hiring an outsourced CFO completely transformed his understanding of how to run a business, and how knowing his agency's value helped him negotiate a favorable exit deal.

In this episode, we'll discuss:

• Boosting confidence and clarity by understanding the numbers.

• Negotiating a successful strategic exit by knowing your agency's value.

• Why knowing when to let go is important in a successful exit.

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Agency Owner Training: If running your agency is leaving you feeling isolated and trapped, it's time to get a little FREE help to take back control. That is why we are offering free resources HERE at agencymastery360.com/training. You will find free courses on generating more leads and converting more clients. No strings attached, just a few helpful resources get you out of the weeds and back to growing your agency.

Boosting Confidence and Clarity by Understanding the Numbers

Brian started his agency as a high school student back in 2001, when he was just a kid experimenting with new technologies.

Though he soon found clients and started to charge $200 for building a website, he quickly realized his strengths lay not in design or development, but in the business aspects of the work. Hence, he started recruiting freelancers to handle the technical work while he focused on client acquisition.

Throughout college, Brian continued running his fledgling agency, applying his business studies to strengthen its foundation. After graduation, with youth on his side and nothing to lose, he decided to dedicate himself fully to growing the business. Yet success didn't come overnight – it took five years before he started seeing meaningful momentum.

The early years proved challenging, marked by financial struggles and an evolving business model. This changed in 2011 when he hired an outsourced CFO, a decision that marked a turning point in his understanding of the financial dimensions of his business.

During their first four-hour session together, Brian gained crucial insights into his agency's financial workings that transformed his perspective as a business owner. This newfound financial clarity not only boosted his confidence but also provided him with a clearer vision for his agency's future direction.

Pivoting to Stability by Changing Projects to Predictable Revenue

Brian's monthly meetings with his CFO became a cornerstone of his professional development, transforming his approach to business management. Through these sessions, he developed a deep understanding of crucial KPIs: top-line revenue, cost of goods sold, gross profit, overhead expenses, and net income. This knowledge enabled him to set concrete financial targets, including a 50% gross margin and 15% net margin, shifting his focus from simple revenue growth to sustainable profitability.

During this period of financial enlightenment, Brian also recognized a fundamental challenge in his business model: the instability of project-based work. This realization prompted a strategic pivot to SEO and Google Ads services that would provide the predictable revenue streams necessary for stable, long-term growth. This way, slowly evolved to an entire suite of digital marketing services that ended up being a game changer for his agency.

How Financial Literacy Led to a Successful Strategic Exit

By 2016, Brian had built his agency into a thriving business generating nearly $1 million in revenue. With stable profits and predictable growth, he wasn't actively seeking to sell, after years of receiving offers that simply weren't the right fit. This changed once a respected local media company, owner of five radio stations and boasting a century-long legacy, made an unexpected approach.

Brian approached the situation with cautious optimism. Despite the allure of a potential deal, he remained grounded, taking meetings with the mindset of learning rather than selling and viewing the process as an opportunity for growth rather than merely a transactional exchange.

The company's representatives consistently aligned with his vision, supporting his desire to maintain his brand identity, retain his team, and preserve his autonomy in steering the agency's future. However, when negotiations began in earnest, their initial offers failed to meet his expectations.

After eight months of back-and-forth, the breakthrough came when they asked Brian to specify his desired price range. Though initially hesitant about meeting his terms, they returned within two days ready to negotiate. The subsequent discussions led to a proposal that matched Brian's valuation.

Brian's experience underscores the importance of financial literacy for entrepreneurs, whether you seek it through formal channels or mentorship. Had he not taken the time to understand his business's financials and what he deemed a fair valuation, he might have accepted an offer that did not reflect his hard work and dedication.

Knowing When to Let Go is Just as Important as Knowing Your Value

Seven years after selling his agency, Brian remains with the acquiring company – a rare outcome that extends well beyond his initial four-year employment contract.

The acquisition process itself, while intense, proved surprisingly accommodating. During the 90-day due diligence period, the buyers demonstrated flexibility by considering not just financial metrics but also intangible assets like goodwill, ultimately strengthening the deal's value.

After that, it took him a while to realize it was time to let go. For some time after the sale, he operated exactly as he would while still being the owner. It was only once the pandemic started that he realized there were things he could let go now that his role has changed post-sale.

His experience offers valuable lessons for agency owners contemplating a sale. While having a clear valuation number is crucial for effective negotiations, equally important is defining your desired post-sale lifestyle. Whether you envision staying on as an employee-shareholder or pursuing an entirely new path, the key lies not just in securing a favorable deal, but in being prepared to adapt to your new role once the papers are signed.

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

The Smart Agency Masterclass podcast reached new heights in 2024, delivering game-changing insights from entrepreneurs who transformed their challenges into triumphs.

From battling impostor syndrome to scaling revenue and reclaiming personal freedom, our guests didn't just share their success stories—they offered a blueprint for agency owners walking the same path they once traveled. Industry titans like Guy Kawasaki and Gino Wickman brought their hard-earned wisdom to our listeners, creating moments that resonated deeply with our community.

As we reflect on this remarkable year, I'm excited to share some of the most powerful conversations that shaped our 2024 season.

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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.

Matt Shields on Building Communities for Client Success

For Matt, one of the best decisions he made when it came to building his client community was modeling it after an already successful group. In this case, they modeled Joe Kaplan's agency community, which they knew well having been through it. They loved the community, coaches, and mastermind and strived to build the same for real estate agents, a move that proved to be successful. By bringing clients together, providing coaching, and inviting experts, they aimed to foster a competitive environment that motivated them to excel and achieve success.

However, he does admit to some missteps, most notably failing to set clear expectations for community members. The absence of clearly defined core values can lead to chaos and disarray and can result in a community that lacks cohesion, where individuals operate independently without regard for the collective goals. Matt set this right by setting community standards and clear core values, and giving members the option to say no once the standards were clear, which according to Matt only made them more likely to say yes in their eagerness to be part of a tribe. The competitive nature of realtors within the community sparked a desire to outperform each other, leading to increased effort, dedication, and ultimately, success.

Furthermore, Matt emphasizes the role of a free Facebook group in building this community. He and his partner purchased an existing Facebook group within their niche, which had 8,000 realtors. This acquisition proved to be a valuable resource, as it provided a platform for interaction, engagement, and the opportunity to showcase their expertise. The free group served as a stepping stone for potential members to become part of the main paid community, as they were already familiar with the agency's values and offerings.

Dimi Albers on Taking a $500M Agency to Global Markets

Back in 2014, Dimi's agency made the pivotal decision to expand its services and target international clients. They wanted to transform from a design and tech-focused agency into a company that covers the customer's full digital journey. This strategy was considered relatively unique and presented an opportunity for growth. At the time, the agency had a very good reputation in The Netherlands and was valued at 15 million USD.

Even with capital backing, they remained relatively conservative in investments. Dimi focused on establishing profitability for core revenue drivers within a tight 12-18 month timeframe.

For Dimi, an agency is fundamentally a people business and requires making sound decisions consistently rather than betting on a few big moves. He has a client-first approach to expanding globally, and says niche or market domination is not as important as being client-focused. More than market leadership, he thinks it's about who you're servicing and whether or not you're helping them grow and save money.

His agency methodically built its value proposition in the Dutch market first. From this solid foundation, they gradually expanded into Europe, the US, and ultimately APAC - advancing to new geographies only after careful evaluation of their capability strengths and each market's receptiveness. This thoughtful, capability-driven approach to global scaling enabled successful service expansions into new territories.

Guy Kawasaki on Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome

Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don't believe in you and, as much as it sucks it's also a relatively easy thing to ignore as long as you believe in yourself. However, if you don't believe in yourself, then that's a real problem.

In his experience, this kind of mentality can slow your progress, as it did for him back when he was writing his first book. Filled with self-doubt, he wondered if he had what it took to publish a book. Thankfully, he was able to overcome this by realizing that he didn't need external validation or permission to pursue his passion. It's a thinking he carries with him and advises anyone to adopt, whether they wish to write a book, make a movie, or try anything new.

Doubts about one's capabilities often stem from imposter syndrome, a common feeling of inadequacy experienced in new or challenging situations. However, Guy asserts that imposter syndrome can signify awareness and humility, catalyzing growth, rather than a barrier to success. He contrasts this with entitlement syndrome, emphasizing that while imposter syndrome can be overcome and lead to personal development, entitlement is counterproductive to growth.

Natalie Hogg on The Key to Building a Scalable Business

As the head of a multimillion-dollar agency, does she have more freedom? "I did in the beginning," she says. Now past that initial fun stage, boundaries mean making a conscious decision not to put her full self in the business and end up exhausted.

Once you make the decision to take care of yourself to avoid burnout, who's going to be there to fill the gap? Finding the right people to fill that gap is crucial for that transition into more freedom. Sure, creating these jobs can end up initially impacting profitability, but it will no doubt help the business make more money down the line.

For Natalie, trust is a cornerstone of a functional and high-performing team. She has been lucky to work with individuals she has known for years, which has helped her build a foundation of trust that enables her to delegate responsibilities more effectively and focus on strategic decision-making rather than getting bogged down in day-to-day operations. Moreover, when team members feel trusted, they are more likely to take ownership of their roles, leading to increased motivation and productivity.

Still, many agency owners struggle to let go and let their team take over most tasks. Letting go and being very strict about your free time is all about building habits and creating rules for yourself. Just like you schedule your meetings, block some time in your schedule exclusively for your enjoyment. It'll help you enjoy your business that much more.

Building a business that is scalable means building a business where you're not doing everything. You're just doing what you do best and keep learning and evolving to then bring that to the business.

Gino Wickman Shares 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.

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.

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.

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.

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 shy away from cold calling for fear of rejection? Or, do you think cold calling is dead in the digital age? Today's guest runs an SEO agency that grew from a small project with four clients to a full-service agency. Discover how a focused cold-calling campaign landed him seventeen clients in his first month.

In this episode, youl will also learn the reason he prioritizes culture fit over impressive resumes in his hiring process, why he believes relying on just one lead source is playing a dangerous game, and why he believes that open communication is the key to building trust with clients.

Marc Brookland, the owner of SEO Locale, a full-service digital marketing agency specializing in search engine optimization. He shares his journey into the world of SEO and how much things have changed in that field, from focusing on repeating a keyword as much as possible or having more backlinks than the next guy to a complex and sophisticated process to improve your website traffic. He also discusses the challenges he's faced with hiring and ho open communication has shaped a trusting relationship with clients.

In this episode, we'll discuss:

• Building his agency on cold calling success.

• Hiring for culture fit over skill set.

• Why open communication doesn't mean losing your agency's 'secret sauce'

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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.

Taking a Leap of Faith to Become an Entrepreneur

When Marc landed his first SEO job, he discovered his true calling and began dreaming of running his own agency. It was there he met his future business partner, and together they started mapping out their entrepreneurial ambitions.

Though passionate about SEO, Marc soon felt constrained by the role's narrow focus and yearned to expand his digital marketing expertise. He left that agency to go work in-house, where he finally got to challenge himself being a team of one in charge of social media, website management, and SEO.

This was the test that convinced him that he could start his own business. He began taking on agency clients on the side, though still hesitant to fully embrace entrepreneurship, and accepted another in-house position. Fate intervened when his employer's pivot led to staff layoffs, presenting Marc with a choice: stay on as an employee or transition to a contractor role. Recognizing this as his opportunity to finally commit to his agency dreams, Marc chose the entrepreneurial path – and never looked back.

Agency Success Built on Cold Calls

Although it started as a small operation, Marc spent the first month as an agency owner cold calling businesses and was able to bring seventeen clients with this strategy.

This campaign was undoubtedly a huge success thanks to his unwavering determination to connect with potential clients. Where many shy away from direct outreach due to fear of rejection, Marc embraced the challenge. It was also thanks to a methodical approach to identifying potential clients. By utilizing data scraping tools, he was able to target businesses that were likely to benefit from his services.

Interestingly, Marc's experience highlights a common misconception about cold calling which is cold calling is an outdated or ineffective strategy in today's digital age. In his opinion, agency owners can't be afraid of sales because there's no way around it if you're starting your business from scratch.

Although it's not something he's revisited after the agency took off, cold calling provided him an opportunity for direct interaction, fostering relationships that can lead to long-term partnerships because the ability to engage authentically with potential clients can set a business apart from its competitors. Nowadays, SEO is his agency's number one lead generator, followed by referrals and word of mouth.

The skills he honed in those early days—effective communication, resilience in the face of rejection, and the ability to identify and address client needs—remain integral to the agency's operations.

Hiring for Culture Over Skillset

Hiring is one of the biggest challenges at Marc's agency at this point of their growth. He and his partner are trying to focus on hiring the right people. For them, this means hiring people who fit into the agency's culture. They're much more interested in this than in hiring people with an impressive resume.

At the end of the day, skills can be taught, but intrinsic values and work ethic are often more difficult to instill and Marc is much more interested in finding individuals with a genuine drive and a willingness to learn, which is the sort of information you'll probably won't get in a resume.

Rather than partnering with recruiting firms, Marc has built a successful hiring pipeline through Indeed, LinkedIn, and his extensive professional network. The majority of applications come through Indeed, where Marc and his team have honed their ability to identify promising candidates.

However, with a large volume of applications it can be better to set your standards very early in the application process by only reviewing applications that comply with parameters expressed in the job posting. This way, you'll greatly reduce your workload by eliminating the candidates who not even bother to read the full description.

How Open Communication Leads to Stronger Client Relationships

To Marc, communication is an active process that involves educating clients about the work being done on their behalf and being consequent with this has shaped his agency's growth is his relationships with clients.

The most common complaint raised against agencies is that clients feel in the dark regarding the work being done. This could stem from a fear of sharing too much of their process and then lose clients as they set off to do that work themselves. However, Marc has found that the more agencies communicate and educate clients the more they'll trust you as they feel more involved in the process.

This involvement can take many forms, such as regular updates, detailed reports, or even educational sessions that explain the strategies being employed. When clients understand the rationale behind the work, they are more likely to appreciate the efforts being made on their behalf.

Furthermore, many clients may not have a background in marketing or digital strategy, leading to confusion about the value of certain actions. By taking the time to explain these concepts in an accessible manner, agencies can empower clients with knowledge, making them feel more invested in the partnership.

Don't be afraid to give some "secret sauce" by explaining and demystifying your processes. In the end, everyone's process is pretty much the same. Your real secret sauce is your people and how they treat the client and that's what you should protect.

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.

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

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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Sponsors and Resources

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

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

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

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

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

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

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

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

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

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

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

Leaving Behind RFPs to Create Sustained Agency Success

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

In this episode, we'll discuss:

• Shifting from retainers to productization to redefine agency success.

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

• Why too many choices kill agency sales.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Revolutionizing HubSpot and Shopify Onboarding

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

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

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

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

A Product-Led Approach to Agency Profitability

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

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

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

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

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

Why Too Many Choices Kill Agency Sales

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

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

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

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

The Value Intersection: Finding Your Agency's True North

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

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

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

Building a Strong Brand from the Inside Out

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

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

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

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

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

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

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

How are you preparing your clients to start thinking about AI as part of their SEO strategy? Are you educating them on what they can expect now that the landscape is changing with AI optimization? As an agency, you should be starting these conversations because you can be sure your clients are already thinking about AI, even if they still don't understand its applications for how clients will get to their content.

Artificial intelligence isn't just changing how people find information, it's rewriting the rules of search altogether. Today's featured guest is already running AI audits for his clients; he thinks all agency owners should be doing this. He'll unpack what AI optimization really means for agencies, marketers, and business owners who've lived and breathed SEO for decades.

Vishal Mahida is the Director of Digital Marketing at E2M Solutions, where he helps over 100 agencies scale their SEO and digital marketing operations. With a 40+ person team specializing in SEO, PPC, and operations support, Vishal works directly with agencies on systems that drive measurable growth and keep them ahead of major shifts in the industry.

In this episode, we'll discuss:

• SEO vs. AI Optimization

• No, SEO is not dead, so your website still matters.

• Preparing your agency and clients for AI search.

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The Difference Between SEO and AI Optimization

There's a lot of buzz around how AI has come to change and maybe even replace SEO. Vishal clarifies that AI optimization isn't replacing SEO, it's expanding it. Traditional SEO focused primarily on optimizing for Google rankings, keywords, and backlinks. The goal was to get traffic from search results. But as Vishal explains, the modern search landscape has fragmented. Users are now searching on multiple platforms including ChatGPT, Perplexity, and Claude, not just Google.

This shift means brands must move beyond "ranking on Google" and focus on being visible wherever their audience searches for information. Whether someone asks ChatGPT for "the best roofers in Austin" or Google's AI mode for "running shoes under $5,000," AI systems are gathering and summarizing information across multiple sources in real time, including social platforms like Reddit, Quora, and LinkedIn.

Think about it as building a multimedia visibility strategy and ensuring your brand, expertise, and answers exist across platforms that large language models (LLMs) pull from. "You're not optimizing for one search engine anymore," he says. "You're optimizing for how the internet talks about you."

Why Your Website Still Matters in the AI Era

Will websites become irrelevant if AI answers everything for users? According to Vishal, websites won't disappear, they'll evolve. Think of them as your source of truth rather than your traffic generator.

When AI summarizes answers for users, it still references real content and authoritative sources. So, your website remains essential for credibility, events, and conversion, even if fewer users arrive there through traditional search. For instance, if someone asks ChatGPT about agency growth events in Austin, and you've mentioned your event across social media, your website, and podcasts, AI will likely include it in the results. "That's how people find you now," Vishal agrees. "Not just through search but through signals from every platform."

Of course, you should still think about the content you're putting out on your website. Are you answering the questions that people are asking? Or you just optimizing for the keywords. Optimizing for the keywords won't work. People will ask LLMs questions and if you're already answering them on your content there are more chances that AI results will find you and list your website.

Redefining Reporting and KPIs for Agencies

One of the biggest challenges agencies face is explaining to clients why organic traffic might be dropping even as visibility increases. Why? Traditional SEO metrics no longer tell the whole story.

So how to report back? Basically, you'll need to educate clients and start measuring mentions, citations, and referrals coming from AI platforms.

Vishal suggests tracking LLM bot hits in server logs and monitoring whether AI crawlers are visiting key pages. These indicators reveal your brand's visibility in AI-generated results. While raw traffic might decline, the quality of leads and conversions often improves. "You might get fewer leads," he says, "but they'll be more qualified, because AI searchers are deeper in their intent."

Leads from AI chats tend to be more serious buyers who have already researched their problems. The shift, then, isn't a loss but rather an opportunity to educate clients on new performance indicators that reflect where users actually search today.

Preparing Your Agency and Clients for AI Search

When it comes to optimizing for AI, Vishal recommends a hybrid approach: combine solid technical SEO fundamentals with a new layer of AI-readiness. This includes making sure your site is clean, crawlable, and structured properly, while also ensuring your brand has visibility across other platforms.

At E2M, Vishal's team runs AI search audits to check how often their clients' brands appear in LLM answers. They even query ChatGPT and Perplexity directly to see what those systems say about them and their competitors. From there, they reverse-engineer visibility by identifying which platforms, podcasts, or publications help brands get cited more often by AI. Mentions on Reddit, Quora, and podcasts count, even if they're not linked, because they help build trust signals that LLMs detect.

Agencies, Vishal says, can sell these as AI search audits, AI content audits, or full AI optimization packages — new recurring revenue streams that build on their SEO expertise.

The Human Edge in an AI-Driven World

Agencies can't afford to be "order takers" who wait for clients to bring up AI. If your clients are asking about AI before you bring it up, you're already behind. Instead, agencies should position themselves as trusted advisors who help clients navigate the shift confidently.

So go to your clients and start those conversations, or you WILL be replaced by AI. At the end of the day, people still want connection, which is why both Jason and Vishal agree that AI will never replace the human element and the strategy, empathy, and creativity that come from real human connection. People will always want someone that can help guide them through the new marketing trends. As Vishal puts it, "Business owners don't have time to learn all this. They want someone they trust to handle it." AI might make average easier, but connection, data, and network will always be your edge.

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 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.

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

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.

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

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

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

In this episode, we'll discuss:

• What you should look for in an influencer partnership.

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

• The future of creator economy in the AI era.

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Sponsors and Resources

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

You Are Who You Associate With: Being Cautious Agency Partnerships

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

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

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

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

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

Working with Influencers? What You Should Look For

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

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

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

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

Setting Realistic Expectations in an Ever-Changing Market

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

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

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

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

The Future of the Creator Economy in the AI Era

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

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

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

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

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

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

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.

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

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.

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

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.

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

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

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

In this episode, we'll discuss:

• How clarity builds new momentum for agency growth.

• Leveraging generative AI to elevate the creative process.

• How agencies can use creator advertising.

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Sponsors and Resources

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

Turning a College Hobby Into a Legitimate Agency

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

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

How Clarity Builds New Momentum for Agency Growth

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

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

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

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

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

Leveraging Generative AI to Elevate the Creative Process

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

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

Redefining the Brand-Audience Connection

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

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

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

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

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

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

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.

 

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

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

Is innovation truly at the center of your agency operations? Not just what you offer clients, but in how you operate? With AI raising expectations faster than most agencies can adapt, investing in innovation isn't optional anymore. It's how you build client trust, stay ahead of disruption, and keep your edge.

Today's featured guest unpacks his journey from leading the award-winning agency T3 to launching Superstep Capital, a private equity firm investing exclusively in agency and technology-service businesses. His insights cut through the noise on innovation, leadership, and how to stay ahead of the next big shift.

Ben Gaddis still calls himself agency guy. After more than a decade building T3 into one of the nation's leading digital agencies, serving clients like UPS, 7-Eleven, and JP Morgan Chase he sold the company and launched Superstep Central, a private equity firm investing in agencies and tech service businesses.

When he sold T3 to a private-equity group, he didn't ride off into the sunset. Instead, he crossed over to what he calls "the dark side," founding Superstep Capital. Now, he defines his mission as redefining what private equity looks like in the agency world by partnering with founders to scale the right way.

In this episode, we'll discuss:

• Going all-in on the next wave before clients catch up.

• Why innovation should be treated as an expectation.

• Lessons on creating a leadership structure.

• Why differentiation still wins.

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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.

Go All-In on the Next Wave Before Clients Catch Up

Ben's family has been running T3 since he was born, so it made sense to him that he'd eventually end up in the agency world. Hence, he started his career working at Omnicom, learning from their biggest competitors, and was around when mobile apps became a thing after the launch of the iPhone.

At Omnicom Ben saw how traditional holding companies were too slow to invest in mobile. He didn't hesitate to seize the opportunity that mobile presented. Frustrated, he took over T3 and bet big on the emerging mobile market. That bet paid off with marquee wins and explosive growth, scaling the agency to $50 million in revenue and around 300 employees.

His advice for agency owners today echoes that same spirit: burn the boats. You can't half-commit to a new capability and expect to lead it. You can't expect clients to lead you there. If you want to own a new channel, whether it's AI, automation, voice, whatever's next, you have to invest ahead of demand and prove value before anyone asks. If you wait for client demand before you invest, it's already too late.

Innovation Isn't a Slogan, It's an Expectation

At T3, Ben created a culture where innovation wasn't just encouraged; it was an expectation. So they turned innovation into a measurable habit by creating an "Innovation Match" program where they matched a portion of a client's spend dollar-for-dollar on experimental projects. Clients got to share in the risk and the reward. Those projects became T3's biggest success stories and built a reputation for fearless creativity.

T3 chose projects and built roadmaps alongside the clients. turning them into true partners in innovation. The coolest work the agency ever did ended up coming from that program. It even led to another venture project called T3 Ventures, where they invested in c-stage startups.

It was all about surrounding his team with people who were doing the newest and coolest stuff and letting their clients see this. It worked much better to show innovation than to just talk about it. Innovation has to live in your budget, not your buzzwords. When your team sees that experimentation is backed by leadership, and even matched financially, they'll start bringing the bold ideas that set you apart.

This" Innovation Match" model is a playbook for modern agencies trying to make innovation a repeatable, funded process.

Leadership Has to Grow as Fast as the Agency

Early on, Ben was a young CEO trying to manage instead of lead. He assumed people could read his mind and execute on his vision. That mistake caused turnover and frustration until he hit pause, clarified T3's mission, and re-aligned around a few focused areas: digital products, loyalty, and CRM.

From there, he learned to build leadership in layers. Initially, he brought on a COO, which seemed like the next logical move; however, it wasn't the right cultural fit and complicated everything with the team. It wasn't about what his COO changed, it was how they did it… the entire team rejected this dynamic.

Eventually, Ben was able to bring in a COO who simplified instead of complicating. It not only freed Ben to think creatively again and gave the agency room to scale, it gave him back his creative headspace.

Agency Structure for Scale: Build Practice Leaders, Not Project Managers

The other positive change at his agency was creating the "practice groups". Instead of spreading talent thin across random projects, they paired a portfolio lead with a subject-matter expert. Each duo owned a P&L and growth target. The result was deep expertise, repeatable wins, and new verticals that practically built themselves. Their restaurant and convenience-store niche exploded from 2 clients to 30 in record time.

This model solves the scaling paradox of how to grow without sacrificing quality. When your experts own both excellence and profit, growth stops feeling chaotic.

The last area they focused on was delivery, fighting to maintain quality as they did the newest thing. In the end, it came down to setting expectations and aligning with clients around what they were bringing to the table. As a result, quality went up.

AI, Sales, and What's Next for Agency Growth

On the investment side, Ben sees a lot of agencies struggling with hesitation and "no-decision" deals. AI has amplified expectations while compressing margins. Many clients now assume everything can be automated, expecting greater output for less cost.

Thankfully, this trend has decreased, as clients were burned by this overreliance on AI. On the other hand, it's clear to Ben that agencies should and must be faster and more efficient, and agencies with a clear understanding of what they do and who they serve are not blindsighted by this new reality.

His advice: AI isn't differentiation, it's amplification. The edge comes from how you apply it, not the tools themselves. Know your vertical, know your data, and connect AI to real business outcomes.

The agencies that win are the ones that define how AI fits their process - not the other way around.

Why Differentiation Still Wins in the AI Era

The agencies and individuals winning right now aren't the ones with the fanciest tools or the most automation; they're the ones combining experience, curiosity, and creativity to use AI in smarter ways. Ben shares the story of an account manager who built her own workflows using AI to research verticals, anticipate objections, and walk into client meetings armed with strategic ideas that wowed executives. She wasn't a technologist, she was a strategist who understood her clients deeply and used AI as a force multiplier.

That's the real edge in this new era. Tools are accessible to everyone, but insight and application are not. As Ben points out, it's your data, your intuition, and your industry expertise that make AI valuable. AI doesn't replace strategy, it rewards it. The agencies that know their data, their clients, and their niche will always have the edge.

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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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.

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

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

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

In this episode, we'll discuss:

• Hiring for cultural fit.

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

• Team empowerment - building confidence.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

How Corporate Experience Can Shape Agency Success

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

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

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

Scaling Without a Roadmap: A Key to Agency Expansion

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

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

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

Aligning Values: Hiring for Agency Culture Fit

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

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

Becoming the Type of Leader You Wish You'd Had

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

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

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

Team Empowerment: Building Confidence for Problem-Solving

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

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

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

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

Mastering the Art of Balance and Reclaiming Your Time                        

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

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

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

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

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

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

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

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

In this episode, we'll discuss:

• The importance of a compelling job ad.

• Cultivating self-managing employees from day one.

• Key traits of an exceptional ops manager.

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Sponsors and Resources

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

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

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

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

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

An ineffective hiring funnel usually leads to:

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

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

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

The Importance of Compelling Job Ad to Attract the Right Candidates

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

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

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

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

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

Cultivating Self-Managing Employees from Day One

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

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

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

Key Traits of an Exceptional Ops Manager

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

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

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

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

Delegating Results, Not Processes

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

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

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

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

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

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

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

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

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

In this interview, we'll discuss:

• How clarity beats creativity in today's marketing.

• The ABT Framework.

• Selling to emotion, not logic.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Embracing Storytelling in a Noisy Digital World

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

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

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

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

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

Clarity Beats Creativity in Today's Marketing

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

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

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

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

What is the ABT Framework?

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

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

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

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

Simplifying Storytelling for Maximum Impact

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

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

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

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

Good Problems vs. Bad Problems: Redefining Agency Focus

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

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

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

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

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

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

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

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

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

In this episode, we'll discuss:

• Why success in marketing requires more than creativity.

• Creating value-add AI-powered solutions.

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

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Sponsors and Resources

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

Forging Agency Leadership Through Diverse Roles

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

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

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

Turning AI Anxiety into an Agency Advantage

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

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

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

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

Creating Value-Add Using AI for Agency Clients

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

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

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

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

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

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

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

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

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

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

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

In this episode, we'll discuss:

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

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

• Getting the agency owner out of sales.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

When CMO Isn't the Final Destination

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

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

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

3 Strategies for Long-Term Agency Growth

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

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

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

Tactics for Landing Long Term Contracts and Increasing Client Retention

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

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

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

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

Shifting Focus and Getting the Agency Owner Out of Sales

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

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

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

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

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

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

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

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

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

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

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

In this interview, we'll discuss:

• Learning to pivot in an economic crisis.

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

• Rewarding the ownership mentality.

• Moving beyond the founder's shadow.

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.

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.

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

Would you say your agency is truly profitable? Take a closer look and assess its structure, systems, and tools through the lens of business maturity. You may find you're still in the chaos stage, in need of structure and vision.

Running an agency often starts with passion and talent, but keeping it running smoothly takes systems, leadership, and a strong operational backbone. This operational maturity doesn't happen overnight. As today's featured guest knows well, it's a process of reflection, restructuring, and relentless improvement.

Harv Nagra is the Head of Brand Communications at Scoro and host of The Handbook: The Operations Podcast, where he explores how agencies and consultancies build scalable, profitable operations. As someone who has spent his career at the intersection of creativity, consultancy, and operations, he'll discuss the key stages of agency growth, the pitfalls of immature operations, and the leadership mindset required to scale sustainably.

In this episode, we'll discuss:

• Understanding the agency maturity model.

• Evolving your agency from chaos to clarity.

• Growing your leadership to create framework.

• Data and the path to predictability.

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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 Most Agency Founders Aren't Natural Operators

Harv has been in the agency space for most of his career, working in marketing and design, and, although he currently works as Brand Communicator for Scoro, he keeps his finger on the pulse of the industry via his podcast The Handbook, where he talks to owners about running great agencies and consultancies.

After speaking with so many founders, Harv is aware that operations is often the blind spot for first-time agency owners. They were very good at delivering a service and ended up being an "accidental founder".

People start agencies because they're great at marketing, design, or development, not because they planned to manage P&Ls or build operational frameworks. As a result, growth often outpaces structure, and operations fall behind.

Early on, these agencies prioritize sales and survival, just trying to land enough business to stay afloat. But as Harv emphasizes, there's a point where founders must transition from doing great work to running a great business. Without operational clarity, even the most talented teams end up winging it, leading to burnout, inefficiency, and missed profit.

Understanding the Agency Maturity Model

One of Harv's biggest turning points came when his COO introduced him to the concept of a business maturity model. It was an eye-opener. He thought the agency was doing fine, until the framework revealed gaps he didn't even know existed. It showed him that agencies, like people, evolve through stages, from chaotic startups to structured, data-driven organizations.

The models vary, but there are usually 5 stages:
1. People challenges
2. process challenges
3. Data and metrics
4. Technology and tools
5. Growth strategy

The early stage is where chaos reigns. Processes are tribal, training is informal ("just learn from whoever you sit next to"), and there is no consistent way of working. As the business grows, pockets of best practices emerge, but without unified systems or documentation. The most mature agencies reach a level where processes are standardized, data is reliable, and leaders can make decisions based on insights rather than gut feelings. Unfortunately, only a small percentage of agencies ever get there.

From Chaos to Clarity: Building Operational Maturity

When Harv stepped into an operations role, his agency was stuck between chaos and maturity. Multiple entities were working in silos with inconsistent tools and workflows. Financial reporting was messy, and onboarding was informal. Everything began to change when they hired a finance director who helped formalize budgeting and systemize financial operations. Together, they redefined how projects were quoted, tracked, and managed, bringing consistency and visibility that had been missing for years.

It's a common growing pain for agencies that scale faster than their systems. As Jason recalls, before implementing time tracking, he believed all clients were profitable. The data told a different story: 60% of projects were actually losing money. That realization forced him to fix pricing, reposition the agency, and rethink sales and operations from the ground up.

The Leadership Shift: From Fighting Fires to Frameworks

Many agency owners reach a ceiling because they're still running their business as they did in the early days. As he moved up the ladder, Harv and his team tried to get the agency's leadership team to realize they were spread too thin, with each senior leader juggling multiple internal roles alongside client work.

Once leadership saw the problem, the real work began; creating clarity, documenting systems, and assigning accountability. The key here was clarity, so Harv and this finance director documented everything from budgeting to time tracking, to reporting and resourcing. It was a huge leap in maturity and it consolidated when the founders brought an interim COO who audited operations, restructured the organization, and helped senior leaders focus on strategic leadership instead of firefighting.

Finally, there was a clear understanding of where the agency is going, who it serves, and how it operates. Without that, leaders end up managing chaos rather than building growth.

Data, Tools, and the Path to Predictability

As Harv's agency matured, the next challenge was data and technology. Their systems were outdated, and reporting was cumbersome. Upgrading their tech stack allowed them to collaborate across borders, manage multiple entities, and gain visibility into key metrics like capacity and revenue forecasting. This shift toward being data-driven enabled proactive decision-making instead of reactive problem-solving.

Alongside technology, restructuring played a key role. The agency had to make tough decisions about team composition, ensuring the right people were in the right seats. As Harv put it, "Just because someone's been there from the beginning doesn't mean they're the right fit for the next phase." It's a difficult but necessary mindset for sustainable growth.

Letting Go — The Hardest Step in Agency Maturity

For founders,  growth means letting go. Letting go of old habits, outdated systems, and sometimes even long-time team members. Many owners treat their agency like a baby, and it's a mistake. When leaders cling too tightly, they become the bottleneck. True maturity happens when they can trust the team, delegate decisions, and focus on leading rather than managing.

As Harv summarized, agencies should think of themselves less like families and more like sports teams where each player has a role, and the lineup changes as the game evolves. The goal isn't comfort, it's performance. That's what separates agencies that evolve from those that plateau.

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

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

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

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

Using Visualization Techniques in Client Pitches

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

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

Using Visualization to Empower Aspiring Entrepreneurs

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

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

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

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

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