Agency Journey – Details, episodes & analysis

Tired of working harder for the same (or less) money? Frustrated by clients who don't value your expertise? 

Or perhaps you’re dealing with:

– Razor-thin profit margins;

– Clients who nickel and dime you;

– Difficulty scaling without burning out;

– Sales processes that feel like pulling teeth?

If so, this episode of Agency Journey is for you.

Raul Hernandez Ochoa is the founder of Do Good Work, a growth consultancy helping agencies scale and increase profitability. With experience building multiple agencies and leading teams to significant revenue growth, Raul brings a wealth of knowledge on pricing strategies, sales processes, and delivering high-value outcomes to clients.

In this episode of Agency Journey, Raul shares his framework for increasing revenue per client without increasing workload. 

He tackles the mindset shifts you need to make, shows you how to ditch "selling services" for good, and reveals his value-based pricing approach that'll have clients eager to pay premium rates.

Whether you're looking to boost your agency's profitability, improve your sales process, or deliver more impactful results for clients, this episode will be well worth your listen.

Episode Insights:

💡 Focus on selling outcomes and transformations rather than specific services or deliverables.

💡 Develop a deep understanding of your ideal client's pain points and desired outcomes.

💡 Use discovery calls to mirror the client's language and demonstrate a true understanding of their challenges.

💡 Create a "methodology" or unique mechanism that delivers your outcomes, rather than selling individual tasks.

💡 Offer different tiers of service, but ensure all options are profitable based on your ideal profit numbers.

💡 Productize your services on the backend for efficient delivery, while presenting custom solutions to clients.

💡 Continuously reinvest in yourself and bet on your own capabilities to drive agency growth.

💡 Build patience with yourself, the process, and others as you implement new strategies.

Resources Mentioned:

🌐 Do Good Work website: https://dogoodwork.io/?utm_campaign=agency-journey-ep-310-raul-hernandez-ochoa

🌐 Raul's LinkedIn: https://www.linkedin.com/in/dogoodwork/

📚 "The Magic of Thinking Big" by David J. Schwartz

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"The value of an hour of your time as an agency owner, if you're growing, is never going backwards."

In this episode of Agency Journey, Gray “The Martian” MacKenzie joins Kuba to discuss the challenges and strategies for agency owners scaling their businesses beyond 10 full-time employees (FTEs). 

Gray shares valuable insights on both the psychological and operational aspects of this critical growth phase.

If your agency is past the 10 FTE threshold—or close to it—this is a must-listen to prepare you for the obstacles that you’re about to navigate.

Episode Insights:

💡 The "messy middle" for agencies is typically between 10-30 employees

💡 There are specific skills owners need to develop at this stage: prioritization, forecasting, decision-making, and clear communication

💡 Creating the next layer of leadership is crucial to reduce direct reports and manage growth

💡 Move out of delivery roles first, and focus on the growth side of the business

💡 Building robust systems and processes is key to supporting consistent delivery and hiring

💡 Implementing capacity and workload tracking becomes critical at this stage

💡 Leaning into your agency's unfair advantage is crucial for sustainable growth

Resources Mentioned:

🌐 Gray’s LinkedIn: https://www.linkedin.com/in/graymackenzie/

🛠️ ClickUp: https://www.clickup.com/?utm_campaign=agency-journey-ep-309-gray-10-fte-wall

🛠️ EOS (Entrepreneurial Operating System)

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Brought to you by ZenPilot, ClickUp’s #1 Solutions Partner with 3,000+ agency ops makeovers under our belt.

📕 Read our in-depth, 8000-word How to Use ClickUp Guide: https://www.zenpilot.com/blog/how-to-use-clickup/?utm_campaign=agency-journey-ep-309-gray-10-fte-wall

👉 Don’t forget to follow and rate us on your preferred podcast platforms. We’re also on YouTube: @ZenPilot

"It was clear that there was so much power in individuals banding together to do something."

Cooper Munroe is the CEO of The Motherhood, an influencer marketing agency founded in 2006, long before the term "influencer marketing" existed. Cooper shares the fascinating origin story of her agency, which emerged from a viral blog post during Hurricane Katrina relief efforts.

In this episode of Agency Journey, Cooper discusses the evolution of influencer marketing over the past 15+ years, from early "mommy blogs" to today's multi-billion dollar industry. She provides insights on best practices, untapped opportunities in regulated industries, and the importance of authenticity in influencer partnerships.

This conversation is valuable for agency leaders interested in the history and future of influencer marketing, as well as those looking to partner with specialized agencies to deliver these services.

Episode Insights:

💡 The power of authentic, user-generated content was evident even in the early days of blogging, before social media platforms existed.

💡 Influencer marketing has evolved from a one-off tactic to an integrated piece of the overall marketing strategy for many brands.

💡 Micro-influencers often deliver the best results due to high engagement and trust with their audiences.

💡 Authenticity is crucial - influencers must have a genuine affinity for the products or causes they promote.

💡 There are untapped opportunities for influencer marketing in highly regulated industries like pharma, healthcare, and finance, as well as in B2B sectors.

💡 Revisiting core questions like "Why do we exist?" and "How will we succeed?" is important for agency leaders, especially those who've pivoted or evolved their business models.

Resources Mentioned:

🌐 The Motherhood agency website: https://www.themotherhood.com/?utm_campaign=agency-journey-ep-300-cooper-munroe

🌐 Cooper's LinkedIn: https://www.linkedin.com/in/coopermunroe

📝 Cooper's Forbes Agency Council articles: https://www.forbes.com/sites/forbesagencycouncil/people/coopermunroe/

📚 The Advantage by Patrick Lencioni (book recommendation)

🛠️ EOS (Entrepreneurial Operating System)

👥 Vistage (executive coaching organization)

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Brought to you by ZenPilot, ClickUp’s #1 Solutions Partner with 2,700+ agency ops makeovers under our belt.

📕 Read our in-depth, 8000-word How to Use ClickUp Guide: https://www.zenpilot.com/blog/how-to-use-clickup/?utm_campaign=agency-journey-ep-300-cooper-munroe

👉 Don’t forget to follow and rate us on your preferred podcast platforms. We’re also on YouTube: @ZenPilot