Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you currently utilizing AI or fear it will replace digital agencies? Most agency owners fall into one of these two categories. However, those open to exploring this technology's potential and maintaining a sense of curiosity will lead the way in innovation. Today's featured guest lost some clients who opted for in-house ChatGPT services over his agency's offering. Instead of staying fearful of losing all his clients to this technology, he was prompted to explore how AI could be leveraged to enhance his services. Through experimentation, he created what has become a very effective foot-in-the-door to showcase good results with very little investment. Tune in to discover valuable lessons about creativity, collaboration, and the evolution of marketing strategies. Abraham Bree is the founder of Brand:Whatever, a full-scale, small-sized branding agency based in Brooklyn, New York. With over 15 years of experience in the marketing, branding, and advertising landscape, Abraham shares insights into his journey from traditional ad agencies to becoming an agency owner. He discusses the creative processes learned in the agency world and highlights the challenges of navigating interactions outside the creative bubble, particularly with non-creative roles like accounting. In this episode, we'll discuss: Why success in marketing requires more than creativity. Creating value-add AI-powered solutions. Leveraging relationships to sell your high-impact low-budget solution. Subscribe Apple | Spotify | iHeart Radio 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 mad

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. Subscribe Apple | Spotify | iHeart Radio 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 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. 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. 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

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 Apple | Spotify | iHeart Radio 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

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 Apple | Spotify | iHeart Radio 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

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? Subscribe Apple | Spotify | iHeart Radio 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

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. Subscribe Apple | Spotify | iHeart Radio 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 simult

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

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. Subscribe Apple | Spotify | iHeart Radio 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. Recognize and accept that being driven is part of an entrepren

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you find it hard to remember the name of someone you just met? Do you struggle to recall the details of last week's meeting? Busy agency owners are constantly juggling countless responsibilities which is overwhelming and leaving you feeling like you're losing your edge. But what if you could sharpen your mind and tackle daily challenges with confidence? Today's featured guest has transformed his remarkable journey as a record-holding memorization expert into a powerful business dedicated to helping entrepreneurs enhance their memory skills. By harnessing effective visualization techniques, he empowers individuals to project themselves into a future filled with success. In this episode, learn more about his inspiring story and insights on memorable marketing and memorization. Dave Farrow is the founder and CEO of Farrow Communications, a full-service public relations and digital marketing agency with a reputation for creating 'memorable' marketing and publicity campaigns. Dave shares his incredible journey from being diagnosed with ADHD and dyslexia to becoming a Guinness World Record holder in memorization and building his business around his passion for helping people understand the brain's workings. His most recent book 'Brain Hacker' is another step in his mission to show that the brain can change and be trained to improve memory. In this episode, we'll discuss: Supercharging your memory with visual associations. The super learner's toolkit to remember everything. The use of visualization techniques in business. Subscribe Apple | Spotify | iHeart Radio 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

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you clearly defined your service offering to the extent that you can productize it? Or do you prefer to customize your approach for each client's needs? Which strategy aligns better with your agency's objectives and overall success? Today's featured guest transitioned from providing highly customized services, which impacted his team's ability to meet deadlines and adhere to budgets. He has since adopted a productized model and is currently exploring how to effectively present differentiated pricing tiers. Join us as we delve into invaluable insights on launching and scaling a creative agency, optimizing your service offerings, and gracefully managing a co-founder's exit. Matthew McIver is the founder and CEO of Commence Studio, a B2B brand and e-commerce agency with a proven track record for helping purpose-driven companies build widely-known brands. He shares his journey from graphic designer to agency owner and offers insights for those considering buying or selling a business. In this episode, we'll discuss: The hidden costs of customization. Learning the value of processes and standardization. Two paths to agency growth Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Navigating an Agency Partner's Exit Ever since high school, Matt envisioned a future where he would own an agency—an aspiration he regarded as the pinnacle of success for a graphic designer. After honing his skills in design and photography at art school, he made the transition into the agency world, where he worked as a freelance designer and web developer at several firms. Eventually, Matt partnered with a like-minded individual to embark on the ambitious venture of starting their own business, pooling together just $500 to kickstart their dream. Matt quickly learned that building a successful business requires immense perseverance—navigating through growth, setbacks, and the resilience to rise again. After years of building the agency together, Matt's partner experienced burnout and lost his passion for entrepreneurship. The split was amicable, characterized by mutual respect and a buyout agreement that allowed both parties to prioritize their respective futures without ego interference. Reflecting on this pivotal period, Matt notes the buyout agreement they drafted through LegalZoom served its purpose in outlining the terms of their separation. However, he recognizes that a more tailored agreement crafted by a legal professional would have provided additional benefits and advises having a comprehensive and detailed agreement in place when entering a partnership. The Hidden Cost of Customization and Not Having SOPs Looking back at his experience building the agency with his partner, Matt reflects on how the agency saw rapid and significant growth. However, he recognizes their journey was largely improvised, resulting in various shortcomings, the most notable being the lack of processes. As they scaled, they inadvertently constructed a business model centered around their craft and talent, leading to a portfolio that lacked distinction among brands. The agency found itself specializing in a singular type of design, which necessitated training every new hire—both designers and developers—in the same approach. No documented SOPs were in place, as each product was custom-built for new clients. This absence of structured processes led to several oversights, not necessarily diminishing quality, but causing them to miss deadlines and exceed budgets. Matt realized he was essentially forfeiting potential revenue by not understanding the value of the ideas they were providing for free. More recently, they moved into a productized format that helped take their sales cycle from 88 days to just 8 days. They have packaged their services into standardized offerings that can be easily replicated and sold to multiple clients by creating a catalog of three tiers of services. The Power of Standardization & Learning the Value of Processes Moving into a more productized format poses the question of how much to charge for each of their service's tiers and whether or not they should make those prices public on their website. On one hand, having value-based advisory emphasizes the importance of providing personalized, strategic advice to clients. Rather than treating clients like a commodity, their approach is based on the individual needs and goals of each client. On the other hand, research indicates that clients like to know the options available to them. After refining their sales process, Matt is now able to ask the ri

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training How much automation should be integrated into your agency's processes? When is automation a good idea, and when isn't it? Are your agency services diverse enough to withstand a shifting market? In this interview, learn from one agency owner who has grown her agency making very conscious decisions about what she'll need to build a business that stands the test of time. From avoiding heavy automation to building a team based primarily in the US while living in Romania, she considers all angles before making long-term plans and has pushed against some trends to find her path. In this episode, we delve into her journey and gather valuable insights on scaling an agency in the dynamic world of e-commerce. Alina Vlaic is the owner of AZRank, an e-commerce agency that offers tested and successful solutions for launching products across all e-commerce platforms. Alina shares her journey of starting her agency from scratch in 2018 and growing it to a 20-person team dedicated mostly to Amazon sellers, e-commerce businesses, and online entrepreneurs. She discusses the decisions she's made from the start, to do what felt best for the success of her agency. In this episode, we'll discuss: Choosing flexibility for long-term success. A global vision with a local agency approach. Expanding your agency's toolkit to survive market shifts. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. An Unexpected Journey from Amazon Seller to E-Commerce Agency Owner As an Amazon seller alongside her husband, Alina experienced firsthand the rollercoaster ride of e-commerce - including a devastating low that nearly derailed their dreams. It was during this time that she identified a gap in the market for services that were not being offered in the way she wanted. She saw some things were still missing in the 2017 Amazon landscape and set out to create a service that would address these needs for clients. After slowly building up her clientele from just a couple of friends to a full team to continue providing services, she found herself having created a business around Amazon sales. It was time to transition from a one-woman show to a structured business and start growing a team. Bucking the Trend: Choosing Flexibility for Long-Term Success While her peers rushed to embrace every new technology promising lightning-fast results and the industry pushed for automation at increasingly higher rates, Alina took the opposite stance. Although automation could have helped her grow tenfold, she's made the conscious decision to pump the brakes on this high-speed approach. The soul of her service lies in its flexibility - a quality she fears would be sacrificed on the altar of full automation. She's not willing to trade the ability to adapt and tailor her offerings for the sake of rapid expansion. Without flexibility, she would not be able to offer efficient services. Executing a Global Vision with a Local Agency Approach When Alina set out to build her dream team, she knew that the human touch would be her secret weapon. She needed to ensure her clients received top-notch attention in their own time zones while avoiding the pitfalls of language barriers. If clients weren't receiving the right answers to their questions or didn't understand the agency's survey and processes, nothing would be ultimately accomplished. This is why she made the unusual and daring decision to hire a US-based team run remotely from Romania. Furthermore, she was also very conscious about empowering her team from the very beginning. One of the smartest decisions Alina has made was letting her current COO and first hire handle the hiring process of the rest of the team. After that, she's been "in the back seat" as she lets her team take over operations. It's a transition that many agency owners dream of but few achieve, often finding themselves trapped by their own need for control. Expanding Your Agency's Toolkit to Survive Market Shifts Alina started her agency with a focus on Amazon-dedicated services, but she quickly realized the need to expand into other areas like press articles and content generation. More than a response to market demand, this diversification was a strategic move to mitigate risks associated with relying on a single service offering. Her decision to diversify her services highlights the importance of staying agile and responsive to changing market dynamics. In today's fast-paced digital landscape, agencies need to be able to pivot and adapt to new trends and technologies. Alina had in mind after seeing many agencies have to

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you thinking about an eventual exit from your agency? Curious about how to prepare for selling your agency down the road? Preparing for a potential sale well in advance can be beneficial, even if you ultimately decide to retain your business. Our guest had a clear vision of his goal: to grow his agency while waiting for an opportune moment to sell. He shares valuable lessons on how coaching accelerated his growth and why he wishes he had joined a mastermind group sooner to establish the necessary systems for a successful sale. He shares insights into building a thriving agency and navigating the industry with a strategic approach. Ronik Patel is the founder of UnlimitedWP, a white-label WordPress Development company recently acquired by the white-label agency and longtime friend of the Smart Agency podcast, E2M Solutions. He shares his journey in the agency space, from starting Unlimited WP to its recent merger with E2M, and discusses the unique approach of productizing white-label services for digital agencies and the inspiration behind it. In this episode, we'll discuss: Building a sellable agency from scratch. The impact of agency peer groups. Preparing for an agency sale. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Building a Sellable Agency from Scratch Ronik has been in the agency space for eight years, when after completing his master's degree in entrepreneurship, he faced the challenges of a failed startup and recognized the need for a venture that required minimal initial investment. While operating an agency is not without its complexities and uncertainties, it offered him the opportunity to launch a business independently and with no capital, allowing him to gradually develop it into a lifestyle enterprise. However, Ronik's ambitions extended beyond merely creating a lifestyle business; he aspired to build an enterprise with the potential for future sale. To achieve this, he engaged with agency coaches to explore alternative models that would allow for rapid scaling and eventual sale. Inspired by design firms that successfully productized their services, Ronik noted the absence of similar strategies within the agency sector at that time. Determined to innovate, he set out to implement this approach in his own agency. Accelerating Success: The Impact of Agency Peer Groups Reflecting on his personal journey, Ronik believes that one of the most impactful decisions he could have made earlier was to seek out a mentor and join a mastermind group. His experience has shown that being part of an agency group and learning from industry experts can dramatically accelerate growth and success. By being part of a community of like-minded individuals, a step he took during his third year of owning an agency, entrepreneurs can gain valuable insights, advice, and support that can help them navigate challenges and make informed decisions. However, changes don't happen overnight. It took Ronik a couple of years to learn and implement what he learned, so he could have potentially achieved his goals in half the time if he had joined sooner. Ultimately, engaging with others and sharing experiences, helped him gain the confidence to try different things and improve his business strategies. Moreover, things won't just happen unless you challenge yourself to actively participate in these communities to reap the full benefits of membership. Ronik stresses the importance of showing up, asking questions, and seeking help when faced with challenges. Being proactive and engaging with other members is the best way to leverage the collective knowledge and expertise of the community to overcome obstacles, find solutions, and achieve their goals. Building Value for Buyers: Lessons in an Agency Exit Strategy When it came time to sell, Ronik didn't have one particular reason to take this step. The timing was right, the offer was just right, and he had always envisioned he would sell at some point. Outside of just waiting for the right moment, he does recommend preparing for that moment by making a shortlist of potential buyers and initiating conversations with them to understand what they are looking for in a buyout, as well as actively seeking out potential buyers and making introductions early on in the process. By building relationships with potential buyers and understanding their criteria for a buyout, entrepreneurs can better position themselves for a successful sale when the time comes. Ronik also highlights the importance of understanding where the weightage will go in a potential buy

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you price your agency services based on time spent or based on value delivered? Your fees should reflect the expertise you bring to solving your client's challenges, not how long it takes. If you still consider time your most valuable metric, it may be time to reassess the true value you offer. Our featured guest started her career in PR and ventured to start an agency after becoming disillusioned with corporate decision-making; often neglecting the best interests of both teams and clients. She set out to build an agency that would get the job done while not losing sight of their values. Tune in to learn how she learned to appreciate the value she brought to clients and how that changed the way she prices her services and structured her offer. Sharon Robustelli is the founder of Ten3 Public Relations, an agency with a mission to elevate female founders and help them raise their authority in their industries. She shares her journey from starting in entertainment PR to eventually founding her own agency and figuring out the struggle between value and time. In this episode, we'll discuss: Figuring out the pricing struggle between value and time. A surefire foot-in-the-door strategy. Fueling creativity and innovation for your agency team. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Turning Frustration into Motivation and Innovation Injustice can serve as a powerful catalyst for change and achievement. This is what inspired Sharon to establish her agency "out of spite." With a degree in public relations—an increasingly rare credential—she embarked on her career in entertainment PR. After a decade of mastering this segment of the industry, Sharon began to explore opportunities for a strategic pivot. This transition ultimately led her to consumer PR, igniting a passion that continues to drive her work today. As she climbed the ranks in the agency world, Sharon reached a point where she was exposed to the inner workings of decision-making at a higher level. This experience opened her eyes to the bureaucracy, internal politics, and priorities that were not always in alignment with what was best for the team and the clients. She felt disillusioned by the way decisions were made and the lack of consideration for the impact on individuals' lives. More than anything, she was taken aback by how much time was lost with bureaucracy and trying to look smart and strategic to clients. She was determined to create a space where she could prioritize the well-being of her team and focus on serving her clients in a way that aligned with her values and mission. In doing so, she took a bold step towards creating a more equitable and empowering work environment for herself and those she serves. Figuring out the Pricing Struggle Between Value and Time The biggest 'aha moment' that led Sharon to leap into starting an agency realizing the the struggle between her value and her time. She recognized that her value lies in her experience and knowledge rather than the amount of time she spends on a project. This shift in mindset allowed her to break free from the traditional agency model and start her own agency, where she could focus on delivering tangible results efficiently and effectively. She had not internalized she was good at what she did and figured if someone paid her to do something it meant she had to spend a certain amount of time doing it. In the end, clients are not paying for the number of hours spent on a project; they are paying for the expertise, creativity, and strategic thinking that professionals bring to the table. Prioritizing expertise is a way for agencies to deliver higher quality work in less time, ultimately leading to greater client satisfaction and long-term success. Sharon's advice is to embrace your expertise and acknowledge the value it brings to the table. This also extends to pricing strategies, as she highlights that charging for the time spent doing something meant losing money for her. Instead, charging based on the value provided will allow you to command higher prices and build long-term relationships with clients who appreciate the impact of their work. Establishing Expectations and a Surefire Foot-In-The-Door Strategy Understanding your value is essential for developing an offer that effectively showcases your expertise while minimizing the time and resources spent on client pitches. For Sharon, this begins with establishing clear expectations with clients right from the start of their relationship. She emphasizes her approach of not pitching a specific offer

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you know the power of intertwining your personal narrative with your business journey? Do you know how to find the thread that unites that story with your agency's mission and values? Today's guest is a narrative strategist who built his agency around helping entrepreneurs shape their stories to attract the right clients by communicating their goals and values. Discover how owning and sharing impactful stories can set owners apart from salespeople and lead to successful outcomes. Matthew Woodget is a self-proclaimed "hopeless story addict" and the founder and Chief Storyteller of Go Narrative, an agency focused on supporting changemakers by helping them reshape their narratives and align them with their vision. Matt believes in the importance of stories in building meaningful connections and achieving collective business success. He delves into the common pitfall of sharing too much information too soon, leading to missed opportunities in sales. He highlights the power of owning and sharing compelling stories to differentiate oneself and drive success. In this episode, we'll discuss: The power of a well-crafted narrative. The Seven Types of Business Stories. Finding the heart of your story. Subscribe Apple | Spotify | iHeart Radio What is the Power of Narrative and Storytelling in Business? As a narrative strategist and lover of stories, Matt knows the importance of storytelling in business and personal relationships and its power in shaping one's narrative, building meaningful connections, and ultimately achieving collective success with and through others. Although he doesn't particularly like the term storytelling, Matt recognizes it as a powerful tool to get people's attention. To him, we are all constantly interpreting the world around us and building a picture. The way we communicate this is where we start to touch on the concept of storytelling, whether it is to get somebody's attention, get children to learn an important lesson, etc. In today's fast-paced and competitive world, the ability to tell a compelling story is more important than ever. Whether you are a business owner, a salesperson, or an individual looking to make an impact, it can be a powerful tool to communicate your message, connect with others, and achieve your goals. By mastering the art of storytelling, agency owners can effectively communicate their unique value proposition, and personality, and create a memorable impression on others. 7 Types of Business Stories: Crafting Your Agency's Narrative In December 2022, Matt decided to study some popular story models. In his research, he found that, while it is a well-known and powerful storytelling framework, the hero's journey may not always align with the needs and goals of a business. Instead, he decided to focus on Booker's Seven Basic Plots and used it as the base to create a similar framework that can be adapted to businesses. His model presents things business owners deal with every day in a language they're used to using. It's a tool for clients to add to and create their own stories and provides a practical way to get people started on the journey of shaping their stories. The 7 types of business stories outlined by in this model are: The Challenge The Pivot The Catalyst Innovation Improving Experiences Changing Perceptions Growth Mindset Each serves a different purpose and can be used strategically to convey messages, inspire action, and drive change within an organization. Finding the Heart of Your Story and Discovering Your 'Why' Things are considered cliché because they ring true. However, people tend to use clichés as a crutch, forgetting to tap into what they really mean. Instead, your authentic story — your why — is the one you draw power from and drives you. It comes from your early formative years when you figured out how to live and it starts to manifest when you choose how you're going to live. When he works with clients, Matt ultimately aims to identify the heart of their story (the answer to "Why do I do this?") and the head of the story (the practical aspects); Finding the heart can be the trickier piece, and it may take going back to your childhood to find that aha moment where something clicked about the person you would become, the values you uphold, and the reason you ended up doing what you do. Identifying these elements can help individuals gain a deeper understanding of their motivations and drive and uncover the core values and beliefs that guide their actions and decisions. Storytelling as a Bridge to Connect Teams, Clients, and Communities There is no denying the profound impact of storytelling in its diverse forms and its ability to forge deep connections with others. Once you have honed your story, the key to effectively conveying it to your audience is to first instill it within your team. You may be very intentional with your agency's story i

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you planning to buy an agency as a growth strategy? Or, do you want to make your agency attractive to potential buyers? Today's guest started his agency journey by buying an agency as an exit from his previous career in venture capitalism. He purposely sought out agencies, seeing them as cash flow machines. He looks back on that process and offers some valuable pointers and considerations for agency owners looking to buy or sell an agency in the near future. Nick Fraunfelder is the owner and CEO of Sure Oak Digital Marketing, an agency specializing in SEO, link building, paid media, and analytics. He shares his journey of buying a digital agency and transitioning from a career in venture capital to becoming a business owner. Despite skepticism from friends, his passion for revenue conversations, desire for freedom, and dictating his own future have led him on a highly successful path. In this episode, we'll discuss: Using the MED framework for a successful agency acquisition. Recasting expenses to unlock hidden agency value. Escaping the agency sales trap. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Why a Digital Agency Acquisition Makes Sense on Paper Nick's decision to purchase a digital agency in 2022 raised eyebrows among his friends, who considered it a risky move in a fiercely competitive industry. However, having spent years in venture capital, making bold investments in high-risk assets, and serving as a CRO with reporting responsibilities to investors and boards, Nick found it liberating to have the autonomy to chart his own course and pursue his passion. When it came time to choose what type of business he wanted to acquire, he immediately thought of an agency, which in his view was a cash flow machine with high client retention rates. Nick's thinking was that agencies typically operate on retainer contracts, offering ongoing services like SEO, paid advertising, and analytics. The predictability and stability of this recurring revenue model make digital agencies particularly appealing to potential buyers and investors. He advises potential buyers to prioritize operational efficiencies. By recognizing and addressing these factors, buyers and investors can capitalize on the stability and predictability that digital agencies offer, ensuring a sound investment with long-term potential. Maximizing an Agency's Value by Focusing on Multiples, Earnings, and Debt The way Nick makes money in acquisition deals is through a concept called M.E.D. (Multiples Expansion, Earnings Expansion, and Debt Paydown). Multiples Expansion: If agency owners can expand their multiple by focusing on a niche, making their agencies more sticky, they'll have better renewal rates and a better price in the market. Earnings Expansion: For this, focus on increasing your bottom line and get rid of unnecessary expenses. Debt Paydown: In his case, Nick did take on debt and set out to pay it in a certain amount of time. For instance, if he buys for $5 million, he would pay it off all in five years and sell it again for $5 million, effectively securing $5 million with minimal initial investment. In his experience, agency owners can get a very good deal if they make themselves attractive by paying attention to these elements. Unlocking Hidden Value by Recasting Agency Expenses The number one rule for Nick buying a business with debt was that the bank gets paid every month. He needed to make sure there was enough margin every month to both pay the bank back, make payroll, and finally, pay himself. This is where buyers should be aware of the importance of recasting expenses for better EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization). Recasting expenses involves identifying and adjusting non-recurring or discretionary expenses that may not continue under new ownership. These expenses may include one-time investments, personal expenses, unnecessary overhead costs, or expenses related to activities that are not essential to the core operations of the business. Recasting these expenses will allow to improve the EBITDA, making the business more attractive to potential buyers and increasing its valuation. In the context of a digital agency, recasting expenses can have a significant impact on the overall financial health of the business. For example, expenses related to marketing, operating costs, tools, or other non-essential expenditures can be identified and eliminated to improve the bottom line, leading to a higher valuation and potentially attracting more buyers or investors. Unc

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you seeking the best approach to train your sales team? Have you considered implementing a foot-in-the-door offer? Today's featured guest reflects on past mistakes made while attempting to step away from sales, and shares a recent success could lead to a complete overhaul of the sales funnel, resulting in a tenfold increase in the closing rate. Tune in to hear about the journey from startup life to agency ownership and the creative acquisition strategy he's using to become his own client and create the ultimate success story. Jim Huffman is the CEO and founder of Growth Hit, a customer-centric growth marketing agency that specializes in technical marketing. He shares his journey of becoming an accidental agency owner, some lessons learned about building a sales team, and his careful approach to crafting a foot-in-the-door offer that could boost his agency's sales funnel. In this episode, we'll discuss: Lessons in crafting a successful agency team. The Power of the Foot-in-the-Door Offer. How to become your own client and create the ultimate success story. Subscribe Apple | Spotify | iHeart Radio At the start of his career, Jim juggled marketing, creative, and sales for a couple of successful startups while also teaching marketing at General Assembly. As his reputation for delivering top-notch classes grew, so did the number of requests for his marketing expertise. This led him to take on freelance marketing projects, which eventually flourished into a full-fledged business. Like many entrepreneurs, Jim faced the challenge of pricing his services when the freelance work started pouring in. Initially, he quoted a modest $500, thinking it was a great price. However, as he sat down to do the work and calculated the amount of hours it took, he realized he could have made more working at Dunkin Donuts. That was his first lesson in raising agency prices. An Agency Owner's Journey from Salesman to Strategic Leader The realization that he needed to fire himself from sales was a pivotal moment in Jim's entrepreneurial journey. After getting a taste of what it was to work on the business instead of in the business, he recognized the need to step back from certain roles to focus on higher-level strategic tasks that would drive the growth of the business. Around this time, Jim's current partner interviewed for a junior role. Although he was overqualified for the position, he expressed his willingness to discuss other ways he could bring value to the agency, which eventually led to his appointment as COO. By hiring a COO specializing in conversion rate optimization, Jim saw the value of bringing in experts to take his agency to the next level. He quickly recognized the importance of not getting in the way and using that time to focus on other aspects of the business. The process of firing yourself from various roles within the business can be challenging and uncomfortable. It requires letting go of control, trusting others to handle important aspects of the business, and investing time and resources into training and development. In Jim's experience, once he started he quickly began looking for other roles where he could replace himself. He says the trick is to start small and work yourself up to what you feel will be most difficult to delegate, which in his case was sales. The key is to keep in mind you're working to build a business where you're not just another cog in the machine. Missteps and Lessons in Crafting a Successful Agency Sales Team A key aspect of success in firing himself from sales was Jim's focus on building a strong sales team. However, it was not a seamless process and he acknowledges there were a few mistakes along the way. One notable misstep was hiring a salesperson without ensuring there was enough lead volume to support them. In hindsight, Jim recognizes this as a glaring oversight on his part as the business owner. Additionally, he still didn't understand the differences between different roles in the sales team, like what a hunter does versus a closer. He also hired people and provided them with the agency's CRM, processes, and automation, instead of focusing on getting a solid sales script and making sure his new hires could close. One specific challenge Jim has found while training his sales team to replace him is customers who want to have an in-depth conversation about aspects of their services that not every salesperson would understand. In these cases, you don't necessarily have to have a specialist. Instead, build these types of scenarios into your training. Some valuable strategies agency owners can implement include creating a repository of success stories that your sales team can reference during sales calls and offering a foot-in-the-door. This way, they'll have valuable examples of past successes to demonstrate the agency's ability and get a little bit more into detail regar

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you making a mark in your specific niche? Have you taken the necessary steps to elevate your brand and attract your ideal customers? Our guest today, a seasoned agency owner with fourteen years of experience working with influencers believes these are areas where agencies could learn from influencers, who by heavily focusing on developing their brands can grow to compete with big brands that have historically overshadowed smaller competitors. Tune in to learn more about her agency's approach to influencer marketing and why you should stop being a volunteer at your own agency. Casey Benedict is the CEO and founder of Maverick Mindshare, an influencer marketing agency with over 14 years of experience in the industry. Casey shares insights on working with influencers, emphasizing the importance of expertise, processes, safeguards, and quality assurance; she also talks about learning to delegate and the importance of finding your zone of genius and staying in that lane as a way for owners to always stay in touch with the parts of the business they most enjoy. In this episode, we'll discuss: Using influencer collaborations to grow your agency. What agencies can learn from influencers. Changing your mindset from volunteer to visionary. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Being the Bridge for Brands and Influencer Marketing Casey's journey into the world of influencer marketing began with her own experience as a home baker and blogger. She was inspired by the community of food bloggers and the potential for brands to leverage their influence. This experience led her to a blogger retreat, where she observed the challenges faced by bloggers and PR agents in collaborating effectively. It also sparked the idea of becoming the bridge between bloggers and brands — and her agency was born. Through her agency, Casey has successfully facilitated mutually beneficial connections between influencers and brands, prioritizing the quality and authenticity of influencer campaigns. In today's landscape, numerous influencers are rivaling major brands, such as Mr. Beast's Feastables competing with Hershey's and Logan Paul's immensely popular energy drink. This presents a compelling opportunity for agency owners to tap into, enabling them to compete with the largest global agencies by elevating their brand. Combining Agency Processes with the Human Elements of Influencer Marketing Casey's agency has been working with influencers for over 14 years and she disagrees with the common perception that influencers can be difficult to work with. Although she acknowledges this is likely due to her agency's expertise and attention to processes. She attributes this perception to the fact that influencers are human beings, with their unique personalities and perspectives. In traditional marketing, the focus is often on digital media buys or static content, whereas influencer marketing involves collaborating with real people who have the power to engage audiences authentically. This human element introduces a level of unpredictability and risk, but Casey believes that with the right processes and safeguards in place, these challenges can be mitigated. How Clarity Plays a Role in Marketing Your Agency Over the past fifteen years, influencers have shown us that by being authentic and true to themselves, they can compete against major corporations and make a significant impact in the industry. Likewise, it is crucial for agencies to elevate their brand and stand out boldly to compete against the biggest companies in the world. Understanding your brand thoroughly can be a time-consuming process, but by defining core values and target audience, you can establish a strong foundation and set a clear direction for you and your team. This clarity not only guides your decision-making process but also helps you connect with your audience on a deeper level. Agency owners often dedicate most of their time to helping their clients and overlook the need to focus on their own business. Casey has also faced this challenge, but she recognizes the importance of building a brand that resonates with people. Imposter syndrome, self-doubt, or fear of judgment are just some of the reasons holding agency owners back when it comes to sharing their thoughts and ideas with the world. Despite the plethora of opinions on social media about how to build a brand, putting yourself out there requires courage, vulnerability, and a willingness to take risks. Overcoming these barriers demands starting small, embracing unique strengths,

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you considering narrowing your focus in the near future, or do you prefer to retain the flexibility to take advantage of growth opportunities in specific sectors? Our featured guest established a PR agency by recognizing the potential to connect forward-thinking companies with journalists. In the current uncertain economic climate, she opts for diversification and maintains the agility of her agency to capitalize on the expansion of emerging sectors. Gain insights into her journey of building a PR agency that harnesses technology to enhance brand visibility, her pivotal moments in realizing the agency's success, her strategies for solidifying its growth, and the ongoing learning curve inherent in the agency's evolution. Amy Jackson is the founder of TaleSplash, a PR agency focused on effectively helping startups and emerging brands. She shares her journey from working in corporate PR to starting her own agency, discusses the role of the media in times of change, and explains how the agency is using AI to efficiently connect journalists with relevant sources and products. In this episode, we'll discuss: The power of versatility and adapting to economic shifts. Getting beyond the $ million mark. Why growing an agency is a continued learning experience. Subscribe Apple | Spotify | iHeart Radio The Art of Brand Elevation and Media Matchmaking After a decade in the corporate world and navigating the challenges of the pandemic, Amy recognized the pivotal role of media in shaping people's understanding of the world. This realization sparked her vision of bridging innovative companies with journalists to promote their products. Serving as a matchmaker between clients and journalists, she has steadily expanded her agency, empowering founders to elevate their brand awareness and position themselves as valuable resources for journalists. So far, her agency journey has been one of discovery. As much as one can prepare themselves, speak with other owners, and read about the experience, you won't really know until you jump in and start your journey. Her first year with the agency was about building and creating. After that, each year has brought on new challenges as they grow, like staffing and learning to run the business profitably. Overall, she always keeps in mind what clients want from her agency, which is coverage at big outlets, speak at conferences, and have people pay attention to what they represent as thought leaders to bring in more customers, investors, and have more credibility. This commitment to meeting client expectations is vital in the face of intense competition, ensuring the agency's ongoing relevance in the industry. Building an Agency Team of Experts Amy first felt the momentum of her agency when she began enlisting the support of experienced individuals, enabling her to deliver top-notch services to her clients. She surrounds herself with people who have decades of experience. As a result, has been able to offer a diverse range of services and support to her clients, ultimately leading to their success. Her team has helped multiple clients be recognized by the White House, brought into Senate hearings, and be a part of important conversations in the media. This level of support and expertise has added immense value to her clients and set her agency apart from others in the industry. All this is possible thanks to the team of experts she assembled. The Power of Staying Versatile and Adapting to Economic Shifts Amy cites the current economy as a key factor in why she hasn't niched down her services. Amy's agency needs to remain fluid during tough times while certain niches have their moment. Versatility makes it easier to focus on some key industries like AI, climate solutions, lifestyle brands, and health tech. By diversifying, Amy can capitalize on growth opportunities in various sectors and mitigate risks associated with focusing solely on one industry while allowing her agency to adapt to changing economic conditions and industry trends, ensuring long-term sustainability and success. Growth Strategies to Get Beyond the $2 Million Mark Up to this point, Amy has relied on personal networking to drive her business. She has explored various marketing channels such as lead generation, attending events and conferences to connect with other industry professionals, and has also received some referrals. However, the majority of her agency's growth has been attributed to meeting people at events. Typically, this approach can only take a business so far, usually up to the $2 million mark, before hitting a ceiling. This is because the potential to meet new prospects at events is limited. To surpass this point, it is essential to establish alternative channels for business growth. These channels are: Inbound: This includes social media, podcasts, blogs, website, and ads as ways for the clients to fin

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Is your agency prepared for a strategic acquisition to accelerate its growth? What advantages does an acquisition offer compared to organic growth? Do you have the necessary resources to navigate the acquisition process while ensuring the continued growth of your agency? Our featured guest today will discuss his ongoing acquisition process, outlining his reasoning behind this move, sharing why this felt like the perfect moment for an acquisition, and how he kept his peace of mind during this time-consuming process. Manish Dudharejia is the founder and CEO of E2M Solutions, one of the largest white label services agencies with clients all over the globe. Manish is a friend of the podcast who's been on previously talking about big decisions agency owners need to make and sharing hiring tips for agencies. On this occasion, he discusses the recent acquisition of a white label WordPress development company, adding over 80 new team members and 100 new agency clients to their existing roster. He explains the decision-making process behind choosing to acquire rather than solely build, emphasizing the need for rapid growth and expansion in serving over 300 agency clients globally. In this episode, we'll discuss: Strategic acquisitions as a strategy for agency growth. Acquisition vs. organic growth. 2 tests for cultural compatibility. The Lion Framework. Subscribe Apple | Spotify | iHeart Radio Strategic Acquisition as a Fast-Track to Agency Growth Manish has been building E2M for the past ten years and recently embarked on a new phase in his journey by adopting acquisition as a growth strategy. Why now? One of the key reasons was the ability to acquire clients and add new team members rapidly. When it comes to rapid expansion, acquisition stands out as one of the most effective strategies for an agency. Manish had a clear objective to increase his agency's scale by around 50% over the next three years. While achieving this organically was not impossible, it would have been time-consuming and presented its own set of challenges, so an acquisition made sense. By acquiring an existing company, E2M was able to instantly add 80+ new team members and over 100+ agency clients to its portfolio. This immediate influx of resources and clientele allowed E2M to scale up its operations significantly and achieve its growth goals much faster than if it had pursued organic growth strategies. Ultimately, Manish's goals of dominating his niche in a short amount of time required a big investment and he opted to make a big move that would take less time. This way, combining forces with another company in the same space allowed E2M to strengthen its market presence and establish itself as a dominant player. The Biggest Appeal of an Agency Acquisition For Manish, the biggest appeal of an acquisition is that it'll bring your agency new customers and especially new talent. Building a strong team is no small feat, and the process can be disheartening. However, acquiring a company with a skilled team already proficient in the area where Manish aims to expand can significantly expedite his agency's growth and heighten its chances of success. Of course, is not as easy as finding a great team and adding them to your company. It's crucial to consider the cultural fit between the acquiring and acquired companies. Culture plays a pivotal role in the success of an acquisition. Misaligned cultures can lead to integration hurdles, increased employee turnover, and ultimately impede the success of the acquisition. Therefore, gaining a deep understanding of the company being considered for acquisition is essential. This understanding provides valuable insights into its operations, culture, team dynamics, and overall potential for success. In Manish's case, he knew exactly what to expect, having established an eight-year relationship with the owners of the acquired company that provided a clear understanding of its internal workings, team dynamics, and overall performance. This familiarity allowed for a smooth transition and integration of the new team into his agency. Vetting Acquisition Targets: 2 Tests for Cultural Compatibility There are two big tests to pass before embarking on an acquisition process. First off, ask yourself can you take an entire month off from the business and find it has grown when you come back? The second test is for those who don't have the luxury of having known the other company for many years and can attest to how they work. Do a test project with the company you're planning on purchasing. This way, you can see first-hand how you would work together. Regarding this second step, Manish goes even further and prompts agency owners to ask themselves if they would invite the CEO of the company they want to purchase to have dinner at their home since most likely they will be a reflection of their company culture. Finally, Man

Do you run a virtual agency or a more traditional in-office business? It all comes down to what suits your and your team's work style, and one agency owner has found a way to incentivize in-office days. She also shares the lessons learned after two big clients left within weeks of each other. This feature guest has constantly been evolving and adapting to change. She shares her reasons for being an advocate for the collaborative and innovative environment that comes with a shared physical workspace. She also shares the challenges she has faced that forced her to diversify her client roster and empower her team to be independent. Sarah Segal is the CEO and founder of Segal Communications, a public relations, social media, and influencer marketing agency that specializes in crafting communication strategies spanning the events, hospitality, and food niche. She shares her journey from broadcast journalism to accidental agency ownership. Sarah also talks about why she established a hybrid agency show where she encourages her staff to go to the office, and the decision to resize her agency and diversify their client roster. In this episode, we discuss: An innovative approach to promoting office culture. Adaptability and resilience when big clients leave. Building a self-reliant agency team. Subscribe Apple | Spotify | iHeart Radio Going from Broadcast Journalist to Accidental PR Agency Owner Sarah began her career as a broadcast journalist in New York City, first working behind the scenes for various networks before transitioning to an on-camera reporter. However, her move to San Francisco marked a significant turning point in her life. While covering a particularly harrowing story, Sarah, now a new mom, found herself unable to desensitize herself from such distressing content. This realization prompted her to pivot her career path. This new stage of her career involved moving into PR and working starting in in-house positions before eventually moving to an agency, where she reunited with an old college friend who first presented the idea of starting an agency together. Sarah was working a couple of freelance gigs and a particular opportunity to launch a resort in Sun Valley, Idaho offered the perfect chance for the agency's first gig. Following her partner's departure for an in-house role, Sarah has successfully operated as a solo agency owner ever since. An Innovative Approach to Promote In-Office Culture Sarah, a forward-thinking advocate of new technologies and platforms, initially established her business as a virtual agency even before the pandemic. However, as she began to expand her team with freelancers and staff, she quickly recognized the irreplaceable value of in-person communication within her PR agency. Face-to-face interactions and fostering a sense of community in the workplace were paramount to her. While her team had become accustomed to remote work, Sarah sought to strike a balance between virtual and physical presence. She carefully selected an office space that felt like a home away from home and introduced amenities such as work slippers. Furthermore, she implemented mandatory office days for all staff members. She created a point-based reward system for additional days in the office. Points are cashed info things like extra PTO, high-end headphones, and even international travel. This way, days at the office don't have to feel like punishment for her staff and she is leaving room for them to spend extra days of the year there at their choosing. This not only fosters a sense of community and camaraderie among team members but also allows for more spontaneous and creative interactions that can lead to better collaboration and idea generation. When Big Clients Leave: A Lesson in Adaptability Every entrepreneur is cautious about how they move ahead with growing a company. Throughout the years, Sarah has received all types of advice about what not to do with her agency, and, by heeding this advice, she successfully expanded her client base, securing several major accounts. However, when the agency lost two of those clients in six weeks, Sarah had to start making tough decisions to stay afloat. Unfortunately, this meant she had to lay off part of her staff leaving her feeling terrible, yet also relieved about being able to make payroll. This experience served as a poignant lesson that she hopes never to repeat. Since losing those clients, Sarah has restructured her agency to diversify their portfolio. Now, her agency does not focus solely on big clients and has a range of small and mid-size clients. This way, if any of those clients depart, it has no impact on her P&L. By spreading out the risk across multiple clients, the business owner was able to protect their bottom line and ensure financial security moving forward. Furthermore, diversifying clients also opens up opportunities for new business relationships and partnerships. By working with a range of clients, the business can expand its net

What does it take to be truly remarkable? Do you struggle with imposter syndrome? Even uber-successful entrepreneurs like Guy Kawasaki have had those moments. Transitioning from corporate giants like Apple, Inc. to crafting a legacy of remarkability, he has devoted the latter part of his career to unraveling the essence of extraordinary achievements and the secrets of remarkable personalities. Learn more from Guy Kawasaki's reflections on navigating the dichotomy of being undervalued and overvalued throughout his career, his unwavering commitment to paying it forward, and his enduring quest to craft a legacy that transcends generations. Guy Kawasaki is a world-known marketer, author, speaker, and podcaster whose career has lately focused on empowering and inspiring people to reach their full potential. His expertise spans innovation, entrepreneurship, and social media, and he has worked with esteemed clients such as Apple, Nike, Audi, Google, and Microsoft. Currently serving as the Chief Evangelist at Canva, he is fervently committed to helping people become extraordinary through his latest book. Learn about his fascinating life story and insights on career progression and personal growth. In this episode, we'll discuss: What is an evangelist and how does it relate to marketing? Overcoming self-doubt and hidden benefits of imposter syndrome. Guy's advice on growing a successful marketing agency. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. The Evolution of Success: an Entrepreneur's Career in Thirds Throughout his career, Guy has experienced the spectrum of financial success, from feeling undervalued in the early stages to being pleasantly surprised by the substantial offers he received later on. Now, he views his career path in thirds. For the first third of his career, he felt underpaid for his accomplishments. However, in the second third of his life, he found himself being offered significant sums of money for his work. He knew how much he wanted but was surprised to see people were willing to pay that sum. Now, in the final third of his life, he is financially stable and focused on giving back. Looking back on his journey, he reflects on the importance of not having everything handed to him as a way to build character and resilience. He had to work hard, prove himself, and continually strive for more to reach the level of success he has achieved, something for which he is now thankful. With such an interesting and successful career, Guy now aims to leave a legacy of empowering others, which he actively pursues through his podcast and writing, solidifying his commitment to positively impacting people's lives. Chief Evangelism Officer: Spreading the Word on Innovation Guy is currently the Chief Evangelist at Canva, a position he previously held at Apple as well. According to the definition of evangelism, this means he is dedicated to spreading the good news about products that can benefit others, emphasizing their value in enhancing creativity, productivity, and communication. To him, evangelism goes beyond traditional sales tactics because it's about genuinely believing in the value of what you are promoting and wanting to share that value with others. It is about making a positive impact on the lives of others by introducing them to something that can improve their quality of life. Whether it is through promoting a product that enhances creativity or sharing a personal success story, spreading the good news can have a ripple effect, encouraging others to pursue their own goals and dreams. This is why being an evangelist is very close to his heart and something that influences the rest of the work he does. Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don't believe in you and, as much as it sucks it's also a relatively easy thing to ignore as long as you believe in yourself. However, if you don't believe in yourself, then that's a real problem. In his experience, this kind of mentality can slow your progress, as it did for him back when he was writing his first book. Filled with self-doubt, he wondered if he had what it took to publish a book. Thankfully, he was able to overcome this by realizing that he didn't need external validation or permission to pursue his passion. It's a thinking he carries with him and advises anyone to adopt, whether they wish to write a book, make a movie, or try anything new. Doubts about one's capabilities often stem from imposter syndrome

Have you considered the potential for growth through a strategic acquisition? How do you anticipate the agency owner's role evolving during an acquisition process? What steps can be taken to ensure a seamless integration once the deal is finalized? Our featured guest today has undergone a significant transformation, transitioning from white label to a more comprehensive service offering and shifting from project-based to retainer-based services. Now, she embarks on a new journey for her agency as she navigates a strategic acquisition. Tune in to hear about the evolution of her career and what she's learned about setting the course for a smooth agency transition and post-acquisition planning. Leah Messina is the founder and CEO of Sinuate Media, a full-service digital marketing agency that works as equal parts data analytics, creative genius, and strategic mastermind for its clients. Leah recounts her transition from the entertainment industry to establishing her own agency in New Mexico, highlighting key milestones such as the shift to a retainer model and the expansion of services through a strategic acquisition. In this episode, we'll discuss: The downside of the white label model. Shifting to a retainer model. Seeking to grow through a strategic acquisition. Post-acquisition planning and integration. Subscribe Apple | Spotify | iHeart Radio From White Label to Reinvention: Adapting to Market Shifts Leah always wanted to have her own business and, after working in digital publishing and working at a small digital agency, she fell in love with this evolving industry and felt drawn to the emerging technology. Leah's agency opened for business in 2006 and initially operated as a white label agency, providing services to larger media agencies who would then resell them to clients. While this arrangement allowed her team to work on prestigious projects, it also relegated them to the background, handling the day-to-day marketing tasks and creative execution. The economic downturn revealed the drawbacks of the white label model, with clients delaying payments and seeking to internalize services. This shift led to a substantial loss of business, as white label clients accounted for approximately 70% of their revenue at the time. Determined to overcome this setback Leah thought about some of the requests they sometimes got from customers, and identified an opportunity to diversify their services. The shift was not easy, as it meant redefining the agency's business model and finding new ways to generate revenue. By embracing it, she showcased her willingness to embrace change and steer the agency towards a more sustainable and diverse future. Transitioning to a Retainer Pricing Model As she reevaluated her service offering, Leah also started thinking about the direction of the business and making strategic changes to adapt to the evolving needs of clients and the industry, which included a shift from project-based work to retainers. With projects, the focus was on delivering work efficiently and quickly, while retainers required building long-term relationships and serving as advisors to clients. This shift necessitated more integration with clients, being involved in early conversations, and offering solutions to operational issues that could impact marketing efforts. During this transition, Leah's agency was able to keep some key clients who were in the process of launching new businesses, which was a definite win. Apart from that, attracting new clients and retaining existing ones demanded additional sales efforts, such as public speaking and marketing training. One of the primary challenges encountered in this shift to retainer-based work was persuading clients accustomed to giving orders to seek advice instead, which took positioning themselves as trusted advisors by showcasing their expertise. Additionally, Leah's team had to find a balance between providing valuable resources and not undermining the positions of marketing directors or CMOs. Charting a New Course for Growth with a Strategic Acquisition After two years of putting a heavy focus on the sales side of the business, Leah has been able to step away from the day-to-day operations and the role of project manager. Now she's focusing on the business development side. Looking ahead, her plans for the agency include integrating AI into their work and expanding through acquisition, specifically a web development company to enhance their services and capabilities further. In terms of fit, Leah focused on cultural fit, niche expertise, profitability, and the retention of key personnel as the main features to ensure a smooth transition. She also looked for an agency with a good process that didn't require immediate huge changes. This way, they could just get to work and optimize it over time. Right now, her mayor concern is how to integrate the teams and manage client expectations. In some cases, this requires keeping the acquisition a secret from clients for

Are you the bottleneck in your own agency's growth? Does the weight of every decision rest on your shoulders, leaving you overworked and your team underutilized? This guest is a successful agency owner who found himself in the industry after being laid off during the global economic crisis. He turned this setback into an opportunity and started his own business. However, as the agency expanded, he realized he was hindering progress. He had to shift away from the superhero mindset and empower his team to move forward. Tune in to learn how unexpected events can lead to new beginnings and the importance of seizing opportunities. Irwin Hau is a successful entrepreneur running two agencies: Chromatix, an agency focused on stunning web design that drives users to engage faster; and ConversionCow, a SaaS focused on lead conversions. He shares his journey from working at top ad agencies to starting his own businesses. Despite being made redundant during the Global Financial Crisis, Irwin took the opportunity to venture out on his own in a move that ultimately shaped his success in the business world. In this episode, we discuss: Unlocking agency potential by shedding the superhero mentality. Rethinking agency roles. The Lion Framework. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Going from Redundancy to Resilience The global financial crisis of fifteen years ago was a pivotal moment for Irwin. Despite having worked at the top two agencies in Melbourne and loving his job, he found himself made redundant – a harsh reality that could have easily crushed his spirit. However, Irwin's philosophy was simple: life's too short to wallow in self-pity, and true character is revealed in how one picks himself up. Instead of giving up, he seized this unexpected turn of events as an opportunity to pursue his long-harbored entrepreneurial dreams. Yet, as any business owner knows, the path to success is rarely a straight line. He faced challenges, struggled to find clients, and had to take on low-paying projects just to keep the business afloat. However, his passion for making websites fueled his resilience and he continued to push forward. This unwavering passion fueled Irwan's resilience, enabling him to push forward despite the obstacles. To him, true resilience isn't merely about bouncing back from failure; it's about adapting, growing, and thriving in the face of challenges. It's a mental toughness and determination to keep going, even when the road ahead seems insurmountable. Shedding the Superhero Mentality to Unlock Agency Potential Irwin understood at some point he was becoming the bottleneck at his agency. Everything had to go through him and the first step to solving that was learning to let go. His initial reluctance to delegate stemmed from a fear of losing control and a belief that he was the only one who could do things the right way. However, as he reflected on his own mindset and the impact it was having on his team and his business, he recognized holding onto this mentality was hindering growth and limiting the potential of his team. Ultimately, he was working more hours and was constantly tired. The fact that everyone came to him for everything slowed the overall process. Instead of being the central figure, he should've been the one bringing superstars together to build something great. The more he was tying himself to every project, the harder it was to scale. In the end, people didn't necessarily want "Irwin's results," they wanted the results Irwin's team got. Ask yourself which "line" your agency is currently on: 1. Unfocused line 2. Emergency line 3. Table line Whenever you find yourself in the emergency line, remember the easiest job in the world is the hardest to do by yourself. Yet, the hardest job can become the most rewarding when you have a team to support you. Trust in your team and rely on them to help you get through the emergency line(s). Rethinking Agency Roles: Is Someone Else the Better Leader? Once he decided to address the bottleneck situation, Irwin called his team. Following the "important and urgent matrix," he instructed them to take care of all important and urgent tasks themselves while deciding what to delegate, delay, or eliminate from the rest. They also conducted an exercise where mentally every member of the team, including himself, was fired. Then they wrote down who they needed and wanted on the team based on their overall goals and whether they were the right fit for the role. This exercise can help agency owners not only assess the team but also whether they are the best suited to lead the team or if someone else could be doing a better job. Once

Have you ever felt like a broken record with your team? Do you find yourself repeating the agency's goals and vision, only to be met with glazed-over expressions? Have you effectively communicated the agency's direction and vision? It's a common struggle for agency owners to feel they're desperately trying to rally the troops behind a unified purpose, yet somehow missing that elusive "click" of genuine understanding and buy-in. Today's guest is a specialist in the art of leadership alignment and how to foster authentic goal comprehension that permeates every level of your organization. Learn how leaders can achieve authentic goal understanding by talking, not just telling, and invest in aligning their teams to the business's direction for success. Julie Williamson is the managing partner at The Karrikins Group, a small boutique consultancy focused on helping leaders align and deliver on shared goals. She discusses the need for clear and easy-to-articulate goals, highlighting that repetition does not equate to clarity, and stresses the importance of engaging in productive conversations with team members to ensure understanding and alignment. In this episode, we'll discuss: Fostering authentic goal understanding among your agency team. Making sure the path toward the goal is clear. Navigating trade-offs and unified execution with your team. Subscribe Apple | Spotify | iHeart Radio How Leaders Can Foster Understanding of Agency Goals As a specialist particularly interested in executive engagement, Julie works with business owners that are having a hard time aligning with their teams to pursue a common goal. It could happen that they haven't really defined said goals but often business owners make the mistake of assuming that clarity is measured in volume – the more they repeat or emphasize a goal, the more likely their team will understand and align with it. However, this is not how alignment works. This approach often falls short because it fails to engage employees in productive conversations that help them truly grasp the goals and their significance. One of the things she encourages in these cases is to talk, not tell, when it comes to setting and communicating goals. Leaders need to invest in meaningful conversations with team members to ensure they not only understand the goals but also feel connected to them on a personal level. By involving employees in discussions about the goals, leaders can help them internalize the objectives and understand the impact of their work on achieving them. One of the key aspects of engaging in these conversations, as Julie explains, is ensuring that team members can articulate the goals in their own words and understand the underlying drivers behind them. This deeper level of understanding will allow them to make informed decisions and choices that align with the shared outcomes. Bridging Individual Roles to the Overarching Purpose To ensure each team member understands and works towards a common goal there must be consistency in how every member is contributing to the overall goal. Just because the goal is clear it doesn't guarantee that the way to the goal is clear. Each individual may have a different perspective on how to achieve the goal based on their role and responsibilities within the organization. Therefore, leaders must clearly articulate the goal and ensure everyone understands what it means in the context of their own work. Otherweise, different employees may end up having their own interpretations of thegoal and behave differently in moments when they need to use their discretionary decision-making skills. To address this challenge, leaders must create a shared understanding of the goal and how each individual's efforts contribute to it. This can be achieved through open communication, collaboration, and a clear alignment of roles and responsibilities. By fostering a culture of teamwork and shared purpose, organizations can ensure that everyone is working towards a common goal in a coordinated and effective manner. Empowering Leaders to Navigate Trade-Offs and Unified Execution As a leader, try to look for people who share your core values because this is how to find the ones you don't have to manage once you communicate the overall goals. This can be especially challenging once you start to scale. As you start hiring more people and getting more and more degrees of separation from the senior management, focus on building better leaders. Invest as much in building leaders as in building technical skills because as your agency grows. You need strong leaders who can guide and inspire their teams towards achieving the core goals and growing in the same direction. One of the key strategies Julie has been implementing is to encourage leaders to talk about trade-offs. Leaders often make decisions without fully understanding the trade-offs involved, which can impact the overall success of the organization. Even if they don't fully realize it, leaders are making tr

What do you think is holding you back from scaling your agency? Have you received coaching? And if you have, have you implemented their recommended measures? On today's episode we talk about agency owners' accountability and why reaching out for help can be useless unless you understand what you want. Scaling an agency is hardly something you can do independently. You'll need support and community along the way. A lot of the times the most important step to growing is figuring out if you're ready to change. Get ready for some hard truths and expert advice. As Agency Scale Specialist on our team, Darby Copenhaver talks with hundreds of agency owners and finds a common thread when it comes to what's holding them back from scaling their businesses. Seeking help is the first step, of course, but you'll also need the right support and the willingness to make the necessary changes. Many agency owners get as far as knowing to ask for help but then don't follow through, ultimately rendering any investment in coaching useless. Tune in to see why showing up consistently is the most important thing you can to and how accountability and community play a big role in the journey of growing an agency. In this episode, we'll discuss: Are you ready to accept help? Showing up makes all the difference. The agency transformation blueprint. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. The Roadblock to Agency Success: Are You Ready to Accept Help? More than once we've had agency owners contact our team saying they need help and then they can't even clear an afternoon for a free call to talk about what's getting in the way of their growth. If there's something that has really surprised Darby is how many people are just not prepared to get help. First, they need to recognize they want to change and get to a point where the pain of not changing is greater than the pain to change. Agency owners need to be open to receiving support to progress. Not every form of assistance may be suitable for everyone, whether it's from a mentor, a coach, or a community. The real challenge lies in being receptive to help and taking the necessary actions to effect changes in their businesses. In reality, a lot of agency owners feel they want to step up to the next level but don't want to risk what they have. This means that whenever something doesn't go according to plan they'll falter and reject the help. On the contrary, hard periods are when you'll need to invest the most, learn valuable lessons, and surround yourself with the right people rather than isolate yourself. How Showing Up Propels Agency Owners Forward People who actually make it to the top have some things in common: They're curious. They're humble. Their outlook is that they'll either win or learn. The more comfortable you get with your agency the more you'll feel you have to lose by trying something risky with the business. However, remember you can always start again as long as you have something to offer. How many agency owners do you think tanked their businesses because they tried something new? Not nearly as many as you may think. Both Jason and Darby have repeatedly seen that the agency owners who consistently show up, put in the work, and follow through on their commitments are more likely to see positive results. By being consistent in their efforts and showing up for their team members and peers, they can build momentum and make progress toward their goals. The Agency Transformation Blueprint: Clarity, Focus, and Finding Your Tribe Once you commit and are willing to make the necessary changes, you'll need a clear idea of what you want, where you're going, and a community. Too many agency owners seem to be waiting for everything to fall into place magically but this just doesn't happen. Running an agency is definitely more of a marathon than a sprint and you'll have to learn to pace yourself and have a sense of where you're going and what it is that you do really well that'll get you there. If you were getting paid on performance only, who would you do it for? Who is it that you can help the most and deliver the most value to? That's your starting point. Once you do that, it's all about how to get your audience's attention and find the right team to get you there. Setting clear goals and knowing your direction is crucial for success and defining your target audience and focusing on delivering results will help you create a solid foundation for growth and development. This is where having a tribe or community to support you through the journey becomes super important. Whether it's mastermind groups, networking events, or one-on-one interactions, f

Are you establishing genuine connections with your target audience and clients? Have you developed a compelling brand narrative that resonates with your audience to cultivate a dedicated following? Our featured guest today played a pivotal role in shaping the iconic brand identity of Red Bull, which has become a benchmark for creating captivating content. He shares Red Bull's strategy for creating engaging content, the initial missteps he addressed regarding staffing decisions and much more. Learn from his diverse experiences in the agency space and his insight into creating brand fandom. Geoffrey DeStefano is the founder and CEO of Brand Programming Studios, a strategic and creative content studio that bridges the gap between entertainment and marketing. Geoffrey is a seasoned professional with experience in both the advertising/marketing and entertainment/media industries. He shares insights from his time at Red Bull's media and creative agency during the brand's growth in North America. He discusses transitioning from the advertising business to the television industry and working on popular shows like Mad About You and Friends. In this episode, we'll discuss: Keys to compelling brand stories. Creating true connections to develop brand fandom. Boosting agency performance through better leadership. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. Red Bull's Playbook for Creating Engaging Content Geoffrey left the ad business to work as a studio executive on shows like Mad About You and Dawson's Creek when an old friend contacted him about an ailing agency that needed his expert advice. At that agency, he helped turn things around and became part of the team that made Red Bull a brand that pushed the limits by doing things differently. One of the things they discussed when trying to establish Red Bull as a rebel and unique brand was leveraging entertainment content. They truly excelled at content creation, with a strong focus on pushing the limits and doing things differently. Years later, Red Bull has become a leader in the marketing space creating engaging and unique events that serve as content generators. Red Bull's approach to content creation has set a strong playbook for other brands to follow. With Red Bull Media House, a separate entity focused on producing and distributing content, they've been able to monetize its marketing content, a strategy that has proven to be successful for the brand. By leveraging entertainment content for the brand, Red Bull has engaged with consumers in a meaningful way and created a strong connection with its audience. With this, they've been able to build a loyal fan base and establish itself as a leader in the industry by thinking outside the box and taking risks. 3 Keys to Crafting Compelling Brand Stories Brands can tell wonderful stories that resonate with their audience and create a lasting impact. How can you guide them to discovering these stories? For Geoffrey, there are three very important aspects: Talk to clients about giving their marketing a sense of purpose. It has to be informative, engaging, or entertaining or no one will pay attention to it. Influencer marketing is like word of mouth on steroids. It may not be seen as authentic as when it first exploded but it's very effective and there's a way to do it right. As a brand, don't give up control of how your product will be presented, and make sure to search for influencers who line up with your brand. Driving fandom. Fandom goes way beyond just liking a brand. It has to do with creating passion and loyalty for that brand. Building fandom through brand passion involves creating a strong emotional connection with consumers. If you can find a way to create the level of fandom that saved brands like Apple and Jeep, you'll have an audience that can get you through hard times. Personal Interaction as a Powerful Tool to Create Connection Personal interaction is a key component in building relationships and fostering loyalty in business. It is particularly relevant in the agency world, especially in the context of building and maintaining client relationships. This is where a podcast becomes a powerful tool agency owners can use to create a personal connection with clients and prospects. By sharing insights, thoughts, and expertise through a podcast, they can showcase their personality and expertise, allowing clients to get to know them on a deeper level. This personal connection can lead to stronger relationships and increased loyalty from clients. Once you've established yourself as an expert, you won't need to pitch. You'll

Do you have a clear understanding of the client acquisition channels needed to grow your agency? Is your agency vulnerable to leadership or a client leaving? Today's guest built his agency working with venture capitalists and private equity firms and found great success in that area, so much so that he never worried about client acquisition again. More recently, however, he's been focusing more on setting up the channels that guarantee his agency's growth and continued success. Learn more about his unconventional path to agency ownership and his commitment to quality over rushing to ship subpar work. David Baeza is the founder and CEO of Buttered Toast, an agency that works with the world's leading Venture Capitalists and Private Equity firms. They focus on growth architecture and lead generation, delivering powerful website designs, data-driven whitepapers, compelling ads, and customer testimonial videos. David shares his journey to becoming the founder of his own agency, his unique approach to pricing, and his areas of focus for future improvement. In this episode, we'll discuss: Creating multiple acquisition channels. Charging on tangible results. Mastering client acquisition. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Leaving a CMO Job and Starting an Agency to Serve Clients Creating an agency was never David's plan. However, his role as CMO at a venture-backed company in Boston demanded extensive daily commuting, especially as he was starting a family. When he eventually left that position, a VC board member invited him to join as a consultant and help some of their tech companies. With time, the same client asked him to build a company around that consulting gig. It took a little convincing from friends, but he ended up creating his company and once that first client opened up their VC network and portfolio, the work started to pour in. With only his prior knowledge in hiring agencies but enough experience building a marketing department, he set out to do just that and built a marketing department that venture-backed companies could reach to as needed. Embracing the Challenge of Creating Multiple Client Acquisition Channels Given the specific moment in time when he started his agency, for a long time, David didn't have to worry about client prospecting. Clients just kept coming. Even once he started to remove himself from operations and spent the majority of his time in business development, it kept working. This continuous client flow remained the same during the pandemic while many other businesses were struggling. However, after 2022 the economy took a turn, and VC referrals dried up. His agency was left vulnerable and so they started focusing on their client acquisition strategy. Suddenly, David became very aware of the need to have multiple client acquisition channels in place to ensure a steady flow of clients. Now he has an upcoming book in the hopes of getting future speaking gigs, as well as a podcast, and weekly YouTube videos. Even though he now understands the importance of having an inbound channel, strategic partnerships, and outbound channels to balance the agency's client acquisition efforts, he wishes he'd started these efforts sooner to safeguard against potential disruptions and maintain a consistent flow of clients. However, the best time to start developing those channels if you haven't already is RIGHT NOW, so he knows he's on the right track. Charging Based on Delivering Tangible Results Since the beginning, David had a unique approach to pricing his agency's services, emphasizing charging for outcomes, rather than by the hour. From his background as a growth marketer and CMO closely aligned with the balance sheet, David believes in getting paid for delivering tangible results for his clients, rather than billing for the time spent on a project. When creating a statement of work for a client, he takes the time to understand their true objectives and desired outcomes. This involves unpacking the client's initial request and getting to the root of their goal. This way, he ensures that the work being done will directly contribute to the desired results. Charging for outcomes also allows his agency to position themselves as strategic partners rather than just vendors, which to David is only possible given that they've been in the client's shoes. By working closely with clients to achieve their goals and being transparent about what is achievable, David builds trust and long-term relationships with his clients. This approach not only benefits the client by driving real results but also allows Buttered Toast to demonstrate their value and expertise in

Do you feel trapped in an operation tunnel vision? Are you ready to shift your attention toward strategies for agency growth? Our guest today initially viewed strategy sessions as a luxury she could only afford once her agency had achieved significant success. However, upon receiving guidance from a coach to address alignment issues, she and her partner began scheduling daily strategy sessions and prioritizing working on the business rather than just in it. Tune in to hear about her accidental path to agency ownership and her vision for the future after implementing more intentional planning for growth. Samantha Martin is the co-owner of Prime Marketing Agency, a female-led experiential agency that creates epic brand experiences that leave a lasting impression. She discusses her entrepreneurial spirit and how she navigated through different roles before landing in her current position. In this episode, we'll discuss: Navigating cashflow constraints. Unshackling from RFPs and into a more relationship-building model. Prioritizing strategic development. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. The 0 to 100 Leap from Freelancer to Co-Ownership During her student years, Samantha was a member of a dance group that toured the US and Canada for various gigs contracted through an agency. This is where she ended up getting her start in the agency industry. Throughout the years, she kept working different gigs and staying open to possibilities working at different agencies at a time. Eventually, the start of the pandemic brought a unique opportunity to work at an agency startup, seeing its growth from the ground up. It was an important experience she took to her next opportunity, where she could become co-owner of an agency she'd previously worked at. It was practically a zero to 100 growth from being a gig worker at several agencies to owning a 50% stake in one. It was scary and risky but she knew how the business worked and felt ready to figure out her new role as owner. Navigating Cashflow Constraints and Cultural Complexities So far, the most challenging aspect of agency ownership for Samantha has been cashflow. As an agency that actually keeps and maintains equipment like foodtrucks, trailers, and large rigs, they've found it challenging to manage all these pieces while still accessing more freedom to grow the business quickly. They also have warehouses in three different cities in Canada, which adds to their operational expenses. Furthermore, while growing a team has been incredibly rewarding and recruiting both English-speaking and French-speaking professionals offers a great advantage for the agency, it can also be a challenge for the owners. Basically, there are cultural differences between both that they are actively working to smooth. After the pandemic, the agency has been fortunate to have a steady flow of leads and, while the number of clients has decreased, they have acquired larger accounts and diversified their portfolio across various industries. In the immediate future, Sam wants to focus on getting to a point where the agency has a healthy amount of both big and smaller clients, which not only provides stability in terms of revenue but also allows for better resource planning and team motivation. There will also be a focus on clearly defining which clients they want to service and building the specialized teams to address those particular needs. Unshackling from RFPs As her agency grows, Sam is also working on feeling more empowered to step away from some of the less-than-ideal parts of agency life, especially when it comes to filling RPFs. Requests for Proposal are already a controversial figure in the industry, with most agency owners hating them and striving to get to a point where they feel comfortable enough to deny them. RFPs are often time-consuming, costly, and offer no guarantee of securing the project, given the intense competition from multiple agencies. Successful agency owners have chosen to avoid responding to RFPs altogether, citing the time and cost involved in the process. These owners choose to focus on building relationships, showcasing their expertise through other means, and strategically selecting which RFPs to respond to. This allows them to not rely on the traditional RFP process and it's where Sam wants to steer her agency in the future since she considers the model is slowly dying. Heading to a Relationship-Building Model Shifting the focus from simply responding to Request for Proposals also allows agency owners to position themselves as advisors engaging with clients and prospect

Are you considering starting an agency but feel like it might be too late to do so? Our featured guest today had a thriving career in PR and successfully managed an agency for nearly two decades before deciding the missing piece in that career was building and growing her own agency. With an extensive client network who already knew and trusted her work, her agency reached seven figures in just one year! Now, she contemplates the next steps for her and her team. Listen to discover how she achieved rapid agency growth and valuable tips for retaining key employees. Amy Littleton is the owner of Stretch PR, a full-service creative public relations agency that stretches to deliver results beyond expectations. Amy shares her journey of building a seven-figure agency in just one year, the lessons learned, and insights into why she decided to leave a long career in the industry successfully running a different agency to start her own. In this episode, we'll discuss: Agency structuring for sustainable success. Building a seven-figure agency in one year. Setting ambitious revenue goals. Three questions to ask before exiting your business. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Why Trust is the Foundation of a Great Team Leader Amy's introduction to the world of public relations began with an internship at General Mills in Minneapolis, where she embarked on a nationwide media tour promoting Columbo yogurt. This initial experience in creating events and generating newsworthy moments paved the way for her subsequent role in Chicago, where she led an agency for several years. Given the reins to manage the agency and make decisions on behalf of the owners, Amy was entrusted with a high level of autonomy, allowing her to hone her skills in agency management. The owners recognized Amy's capabilities and confidently relied on her to drive financial results and effectively lead the team. This level of trust empowered Amy to exercise her decision-making freedom, take calculated risks, and ultimately steer the agency toward success. One of the key lessons Amy learned during that time was the importance of trust in managing people. She learned to look at each team member beyond their functions at the agency and to support them as people during significant transitions such as starting a family or sick parents. Trust is the foundation of any successful team and is essential for fostering collaboration, communication, and accountability. However, as the years went by she started to think about the next chapter in her career and realized she needed to build something of her own before the end of her career. It was the one thing she felt she hadn't done in business, so she took the leap and made it happen. Laying the Foundation: Structuring for Sustainable Agency Success The hardest part of agency ownership for Amy in this first year has been client management. As the owner, she feels the weight of ensuring that clients are well-served and remain long-term partners, all while focusing on establishing a sustainable business model, team development, and policies. While these were tasks she had undertaken before, it is now her responsibility to create a cohesive structure for all these elements to function effectively. When it came to expanding her team, Amy faced a significant decision: transitioning from relying on independent contractors to seeking full-time hires. While some may view full-time hires as unnecessary or risky in the first year of business, Amy believed it was the right move for her agency. She chose to initially build her senior team, bringing on board a senior vice president and a vice president whom she had previously worked with and trusted to deliver. Now, she is gearing up to make additional mid-level hires to provide further support for the senior team. Building a 7-Figure Agency by Leveraging Connections Amy had already established a solid footing in the business world when she launched her agency in 2023, having cultivated strong connections within the industry. She attributes her agency's rapid growth to these relationships. In addition to capitalizing on her existing network, Amy differentiated her agency by offering a unique blend of services, merging business communications expertise with sports communications and brand activation. This allowed her agency to appeal to a diverse range of clients and offer a comprehensive suite of services, secure business quickly, and establish a solid foundation for growth. Most people would be hesitant to leverage those connections and maybe doubt approaching them. In this sense, Amy emphasizes the importance of using LinkedIn to stay

What does it take for an agency to not only survive but thrive over decades? What mindset and approach enabled this agency owner to pivot and leverage new opportunities? In the challenging world of business, most companies struggle to reach the one-year mark, with even fewer making it to the five-year milestone. Hence, for an agency to make it beyond that it means the owner has weathered more than a few storms and learned to navigate and adapt to a constantly changing industry. Today's guest has steered her business through over two decades of growth, demonstrating the ability to pivot, take calculated risks, and understand her agency's value to ensure its sustainability. From learning the importance of self-renewal to using the pandemic as a time to pivot and grow, tune in to learn about her journey and the changes in the marketing landscape over the past couple of years. Marlo Fogelman is the founder & CEO of Marlo Marketing, an integrated marketing agency specializing in all things hospitality, lifestyle, and CPG. Marlo has owned an agency for over 20 years and today she shares insights on the evolution of her agency from a PR firm to an integrated marketing model. She discusses the variety of services her agency offers, from creative services to full-scale marketing support for clients in the hospitality, lifestyle, and consumer-packaged-goods (CPG) industries. In this episode, we'll discuss: Making time for self-renewal while owning an agency. The foundations of agency rebuilding. Pivoting to retain talent amid the turmoil. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. How a Career Pivot Led to Accidental Agency Life Despite her initial intentions of practicing law, Marlo felt unfulfilled and unsure of her career path. It was during this time of uncertainty that she stumbled upon a job opportunity in PR, which ultimately changed the course of her career. Working in PR, Marlo discovered her passion for marketing and communication. She excelled in her role, turning around a national brand that had previously struggled in the market. Her success in PR and her passion for quality work and ethical practices guided her decision to start her own agency, specializing in hospitality, lifestyle, and CPG clients. One of the pivotal moments in her career was receiving a call from the CEO of a 27-unit restaurant group, offering the opportunity to take over their marketing efforts. Despite initially hesitating, Marlo accepted the challenge and exceeded all expectations, setting new sales records and achieving unprecedented success for the restaurant group. It was an interesting opportunity to be on the other side and see the results her team could bring controlling both the execution and the strategy instead of just implementing the client's vision. The Entrepreneurial Balancing Act: Finding Time for Self-Renewal Becoming an agency owner meant a shift in how she worked and how the work she did integrated into her life. Instead of spending late nights highlighting legal documents, Marlo now spent time in Nantucket with clients, enjoying wine and meeting interesting people. However, since it didn't feel like work, she didn't take enough time to recharge. This realization came later in her career when she led a team of 45 people and was putting all of herself into building and growing her business. While she would do it all over again, Marlo acknowledges she would also take more time for herself. Taking time for yourself is not just about relaxation and self-care it is also about gaining perspective and clarity. Her advice to agency owners is to take a complete month off from their business to see what breaks and to recharge their energy. This allows individuals to step back, evaluate their priorities, and delegate tasks effectively. Crisis as Catalyst: The Unshakable Foundations of Agency Rebuilding The pandemic dealt a significant blow to Marlo's agency, causing her to lose two-thirds of her clients overnight. Despite the uncertainty and fear surrounding the pandemic, she decided to seize a new opportunity, ultimately rescuing her hospitality based business from complete collapse. Marlo's adaptability and willingness to take calculated risks were crucial for her agency's survival. She recognized the need to pivot her business strategy and embrace new challenges to ensure the agency's continuation. Even in the face of adversity, this readiness to reset and rebuild ultimately preserved her team and kept the business afloat. In hindsight, her decision prevented the need to lay off most of her hospitality practice team, which would ha

Are you interested in breaking away from conventional agency practices? Do you want an agency structure that best suits your team? Today's guest established her agency right after college, without any prior experience working in an agency. She designed her agency's structure based on what felt right for her team rather than following standard industry norms. Emphasizing culture, and prioritizing raises and recognition over promotions, she has fostered a team of passionate individuals who love what they do. Learn about Scout's journey in building a thriving agency culture without hierarchies and how her approach to business helped her build a passionate team. Scout Driscoll is the founder of Design Scout, a branding agency with a rebellious edge. They work with clients across founder-driven industries interested in breaking the status quo. She shares insights on creating a thriving business culture without the need for traditional promotions or ladder climbing. With over 21 years of experience, Scout discusses working with founder-driven clients who aim to break the status quo with strategic and personality-rich brands. In this interview, we'll discuss: Shaping a unique agency culture. Crafting an agency culture that goes beyond promotions. Engaging directly with business owners. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Defying 'Best Practices' and Shaping a Unique Agency Structure Scout wasted no time establishing her own company straight out of college after missing out on her dream job. That was over 20 years ago, and the journey to develop her agency has been nothing short of remarkable. The most surprising revelation for her over the years has been realizing that as someone who had never worked in an agency before owning one, she could truly chart her own course. Initially, Scout's agency was a straightforward graphic design agency with clients in the hospitality and entertainment industries. They slowly moved to being a much more strategic, focused, brand strategy agency. While still offering full-service design, the agency now dedicates three months to delve into a client's emotional drivers and brand work. Additionally, the agency naturally transitioned into an all-women team, fostering exceptional chemistry among the staff, although Scout emphasizes that she is an equal opportunity employer. Reflecting on her agency journey, she finds it's all about finding a business that makes sense to you and not being afraid to hone your processes. More than adopting practices because they're supposed to be the industry's best practices, she prefers to adopt practices that truly fit her team's needs and make her agency sustainable. Motivation Beyond Promotions: Attracting Talent Driven by Great Work After twenty years in the business, Scout now manages a small team of passionate individuals and is focused on creating the best work environment for them. One of the key aspects of Scout's approach to building a strong culture is her emphasis on equality and empowerment within her team. She has one brand strategist who lays the foundation for the team's groundwork on each project, as well as an operations manager who handles what each member does, for how long, and how much it'll cost. Every person on her team is a designer of the same stripe, meaning that there is no hierarchy or ladders to climb within the agency. It is certainly a unique approach and not to everyone's liking, but for her it fosters a sense of equality and collaboration among team members, allowing everyone to feel valued and respected for their contributions. Scout is clear with potential hires from the beginning that there are no promotions within the agency, but rather a focus on recognizing and rewarding great work. This approach attracts individuals who are not solely motivated by climbing the corporate ladder, but instead are passionate about doing great work and being recognized for their efforts. All team members are focused on producing high-quality work and supporting each other, rather than competing for promotions. The Benefit of Engaging Directly with Business Owners As someone who never worked at an agency before owning one, Scout has created her own unique work structure with her team. Each designer has a close relationship with their clients and manages their own projects internally directly with them, which to Scout is a more efficient way to work. This way, she's managed to design a very slim operation that works for everyone. She takes pride in developing client relationships and prefers to work with small companies where she and her team can directly engage with the owner, rather than navigati

Is the fear of failure the driving force that keeps you striving towards your goals? For too many agency owners, the relentless stress of this life corrodes their drive, fueling an unhealthy obsession with avoiding defeat at all costs. Putting together a great team and taking the time to stop and figure things out is often the only way to get out of that trap. Today's guest managed to do this by implementing the lessons learned from the bike trails. She took the discipline and important insights learned from sports and translated them into business. As a result, she was able to improve her results and grow her agency. Tune in for insights on finding freedom and flow in business without being rooted in fear. Karley Cunningham is the founder, creative strategist, and growth accelerator of Big Bold Brand Inc., a marketing agency that works with innovators, disruptors, and changemakers who seek a strategic business advantage and desire bold differentiation. Her team helps these innovators sort out their businesses and build great brands. In this episode, we'll discuss: How a purposeful plan will help you prevent burnout. Plan to thrive, not to survive. Avoid operating from a place of fear. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. Prevent Burnout with a Purposeful Plan: Taking a Sports Approach to Agency Growth Karley, a former pro-level mountain biker and passionate sports enthusiast, attributes the most significant impact of sports in her life to the structure it provides. As a creative thinker prone to distraction, she values the discipline and routine that sports have instilled in her, enabling her to focus and succeed. For her, it's been easier to absorb business lessons by drawing parallels between sports and business, which is how she's gotten to important shifts like taking a rest week every six to seven weeks of the year to catch up, think about the agency's vision, and breathe. Like navigating a challenging trail in the mountains, running an agency requires determination, resilience, and a deep sense of purpose. However, the most important thing you can do to prevent burnout is to have a plan. Many agency owners let the day-to-day consume them until they feel the only way out of the constant stress is to get out of the business altogether and sell the agency. At this point, they need a clear plan detailing the short-term and long-term goals they're aiming for that will provide a direction and strategy. Additionally, Karley's advice to agency owners is to ensure the journey is as fulfilling as the destination. Just like in outdoor adventures where the climb must be worth the descent, agency owners should find joy and fulfillment in the process of growing their business. By integrating elements that excite and motivate them into their plans, agency owners can maintain their passion and drive toward success. In this sense, she recommends agency owners to "plan to thrive, not survive" as a key mindset to adopt in order to achieve success and growth in their businesses. Plan to Thrive: Teamwork and Collaboration for Agency Success Just like preparing for a challenging adventure like hiking the Grand Canyon takes planning ahead and anticipating challenges in order to thrive in the face of adversity. Agency owners should remember that, just like hiking a mountain, doing it all by yourself can prove to be very difficult and even boring. Having a strong team and a supportive network can make all the difference in your journey. By surrounding yourself with a team of smart and capable individuals, you can leverage their strengths, make better decisions, and achieve greater success as a collective unit. For Karley, watching her team thrive is very rewarding and something you can only get through collaboration, teamwork, and shared decision-making in overcoming challenges and celebrating victories together. Ditching the Fear Mindset Operating from a Place of Passion Right now, the next stage for Karley is to prepare to sell her core methodology, which she was able to develop and systemize during the pandemic. As she prepares to turn it into a licensable system, she is admittedly stepping into a scary part of the process, a prospect that both excites and scares her. Despite her apprehension, she is determined not to let fear be the driving force behind her efforts. Due to the many stresses of agency life, owners can end up fueled by the fear of failure, which is a horrible way to live. Karley encourages agency owners to be aware of what the dangers are but avoid running from a place of fear and instead try to hold on to the

Have you ever wondered what it takes to scale an agency from millions to tens of millions in revenue? Or how to successfully pivot from services to products? Today's guest has walked that path - not once but twice. He's built two successful agencies with the mission to lift brands up, tell compelling stories and recognize new products. As he reflects on his journey, he recounts the differences between scaling an agency to $25 million and to $50 million, as well as the pivotal decision of starting to sell a SaaS product. Tune in for valuable insights and inspiring stories from his entrepreneurial experience. Phil Case is the President and Chief Client Officer of Max Connect Digital, a digital marketing agency that combines the most extensive real-time consumer data sets with personalized and dynamic ads. Phil shares his journey of growing his first agency from $300,000 to around $5 million and then scaling his current agency from $18 million to over $50 million. He discusses profit margins, business growth strategies, and the competitive mindset needed to succeed in the industry. In this episode, we'll discuss: A smarter approach to sustainable growth. Attracting talent through an SVP structure. The path to becoming a $50 million agency. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Foundational Clients: The Smart Approach to Fueling Sustainable Growth Looking back, Phil knows he would scale his first agency differently. Back then, he worked grueling 60 to 80-hour workweeks, constantly putting out fires while striving to appease everyone. He also fell into the trap of trying to cater to every need, becoming a jack-of-all-trades for his clients. If he could go back he would tell himself to focus and maintain high standards. He now understands that striving to excel in a specific area and establish a strong reputation for himself and his agency and have a minimum threshold of what they will do for clients. The growth process would've been slower, but it would have prevented them from taking on clients who placed excessive demands on the agency. Admittedly, committing to a single niche at the outset can be challenging, especially when faced with numerous options and critical decisions. Furthermore, you can't control your inbound and the type of opportunities that come to you when you're just starting out. If given a do-over, Phil would be deliberate in building a stable foundation with a select group of clients, who would serve as the cornerstone for the agency's continued growth. Aligning Talent and Vision for Exponential Growth When it came to enhancing the agency's growth and focus, Phil found it crucial to expand his team with individuals he trusted to excel beyond his own capabilities. Understanding the agency's ideal client and vision is essential for attracting a team aligned with the common goal. This alignment empowers the team to make autonomous decisions for the agency, freeing Phil from constant oversight. Empowering a team, trusting them to make decisions, delegating responsibilities, and allowing them to grow within the organization are key components of scaling an agency effectively. Once he had a big enough team, Phil appreciated the ability to spread the responsibility and burden of running the agency across a group of people. With a diversity of voices now up to speed on the agency's goals and vision, they make way better decisions than Phil would haveon his own. This is where exponential growth started for his agency. Attracting Top Talent Through an SVP Structure Even as Phil successfully built a top-notch sales team at his second agency, he found himself frequently stepping in to close deals or develop strategies alongside the C-suite. To address this, he implemented a senior vice president structure, tapping professionals from diverse backgrounds such as higher education, automotive, and retail. This strategic shift allowed him to confidently direct inquiries to the experts, fostering a sense of empowerment within his team to handle client interactions and secure deals without his direct involvement. Moreover, by entrusting specific industry expertise to the senior vice presidents, the agency positioned itself as a frontrunner in those sectors, attracting clients seeking specialized knowledge. Phil's deliberate approach to hiring and training three vice presidents concurrently during the onset of the pandemic proved fruitful, as it provided an opportunity to onboard exceptional talent seeking to make an impact. This bold move resulted in several outstanding hires who excelled in leadership roles. Since making these hires, they've been much more intentional wit

Are you debating the value of building your brand? Perhaps you're wary of the effort needed to establish your identity, only to feel confined to your business once you become the face of the agency. Our guest today specializes in helping clients effectively brand themselves and elevate their agencies. He understands the common fears and reservations surrounding personal branding and offers valuable insights into its benefits. Above all, he wants entrepreneurs to understand that personal brands should evolve continually, ensuring that they don't limit your growth. Tune in for expert advice on cultivating trust and credibility in the industry through consistent branding efforts. Jason Barnard is an entrepreneur, writer, and CEO of Kalicube, a digital marketing agency that makes your online brand representation irresistible to potential customers. Jason loves to solve the puzzle of how algorithms work and figure out how clients can use them in their favor. In this conversation, both Jasons emphasize the significance of branding yourself to elevate your agency to the next level in the digital marketing space. In this episode, we'll discuss: Why a personal brand won't tie you to the business. How to build and pivot your brand. Communicating your evolving value. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. The Relatable Factor: Using Personal Branding to Connect with Clients Building a strong brand requires consistency above all else. Without it, your company risks fading into obscurity. As long as you provide value, consistency will help you gain your audience's trust over time. For Jason, it's also very much about believing in the value you bring and being proactive. It's a journey that never ends, Jason says, and a game you lose unless you devote enough time to building that brand over time. Most agency owners believe they need to choose between building the agency's brand or their personal brand. Commonly, a personal brand is seen as something that will tie you to the business forever, turning you into the face of the company. However, you need to be the face of your agency, especially in the beginning, and this doesn't necessarily mean you'll never be able to walk away. Being the face of the agency simply means that you are the relatable figure that people associate with the business. People prefer to interact with individuals rather than faceless entities, and having a recognizable figure can significantly enhance their connection to your agency. According to Jason, we all have a personal brand, whether we like it or not. As soon as you step into the digital landscape you're leaving a footprint and, even if you try to stay in the background, people will seek you out to figure out who's behind the agency. Furthermore, agency owners should consider their career trajectory beyond the agency. Whether that means transitioning to roles like investor or author, having an established brand can make this pivot much smoother than starting from scratch. Building and Pivoting Your Brand on Your Own Terms For many people, one of the scariest parts of building a brand is thinking they'll have to be very active on social media. To this, Jason says: not necessarily. To build your brand, you need to do things that make sense to you. This might be appearances on podcasts, writing articles, or social media. It all depends on your talent set, how you want to be presented, and how your audience is going to consume the information you provide. If, instead, you're looking to pivot an existing brand, Jason recommends auditing and updating all existing content about yourself to ensure it accurately reflects your current brand identity. This may involve revisiting old blog posts, social media profiles, podcast interviews, and other online assets to make necessary changes and corrections. It's what he did when he decided to become a digital marketer after many years of being known on the internet as a cartoonist. He set out to align all his content with his current brand message to present a cohesive and compelling image to your audience. For people looking to achieve something similar, he advises looking at what they have in their digital ecosystem, deciding what they want to communicate, and refocus everything. Once you do, Google will represent you in the way you want and your audience will see you the way you want to be seen. Communicating Your Evolving Value in the Digital Age One thing all entrepreneurs should keep in mind when it comes to branding is that we're not permanently just one thing. People change and evolve; likewise, your person

Are you striving to refine your selling strategy and cultivate enduring client relationships that stand the test of time? How can you elevate your approach to not just closing deals but fostering long-term partnerships that drive mutual growth and success? Today's guest started her business with the idea of embodying a strategic dance of trust, value creation, and genuine connection. Tune in to learn how leading with strategy can lead to success in the agency world. Molly Baker is the founder and CEO of Indie Consulting, a marketing agency that specializes in strategic planning and activation. Molly shares her journey from working with big brands to starting her agency. She explains her reasons for prioritizing strategy and highlights the need to deeply understand client goals and strengths before making recommendations. In this episode, we'll discuss: Why Molly chose to sell strategy to gain clients' trust. The challenge of developing a repeatable process. Offering a foot-in-the-door and client workshops to become a trusted advisor. A unique approach to account management. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Ditching the Agency Model and Forging Her Own Strategic Path After graduating from college, Molly kicked off her career working at a prominent agency, where she mostly worked in digital media buying for a few years. She learned a lot and enjoyed all the great things that come with working at bigger agencies. After that, she went to work on the brand side at Ben & Jerry's, a great experience that allowed her to work with all types of agency partners. However, the brand side ultimately wasn't for her. Wanting to find her own way in the industry led her to work freelance for some time as she gained more and more interest for the strategy-based offer. Eventually, it was time to give her vision a shot and see what happened. She always saw herself starting a company, although she refrained from categorizing it as an agency, aligning with her distinct vision. This leap of faith has proven successful, as her business continues to thrive five years later. Selling Strategy and Building Long-Term Client Relationships Most agency owners typically start by leveraging their expertise and working as freelancers, tailoring their services to meet their clients' specific needs, all while trying to establish a successful business model. For her part, Molly took a distinct approach from the beginning. Initially, her value proposition centered around offering businesses the opportunity to hire her for a period of 3 to 6 months, instead of bringing in an in-house marketing director or digital strategist. This allowed business owners to thoroughly assess their needs and devise a plan before committing to a permanent in-house hire. It proved to be an appealing offer, especially at a time when business owners were overwhelmed by the options presented by digital but knew they had to embrace it to be relevant. As her business evolved, Molly expanded her services to include addressing traditional strategy inquiries, such as the most effective investment models or creative strategies tailored to each business. This evolution ultimately led to the development of a fractional resourcing offering, providing clients with a dedicated partner who could seamlessly integrate with their team on a full-time basis. It's a very effective way to gain clients' trust and get over the initial hesitancy that can come when they suspect the agency is just trying to sell something. Molly built a true consultancy where they sit down and help clients figure out the gaps in their business, which goes back to the very basis of the agency work: helping someone solve a problem. Developing Repeatable Processes Amid Market Abundance When it came time to start delegating some of the load to her team, Molly faced several challenges. Initially, she hired friends she'd previously worked with, which made for a seamless integration due to their similar styles and approaches. However, once the team started to grow and she hired outside of her known pool of past associates, it became more about effectively communicating how she wanted things to be done. It ended up being more complicated than she thought, since the way they did things couldn't always be translated to a teachable process. It took teamwork and helping her team get educated through some of the same courses she'd completed but they eventually got there. As they built their process, they encountered projects that served as valuable learning experiences, teaching them not to rush through tasks. Understanding a client's business goals and needs before making recommen

Do you treat your team like employees or like people? Every agency owner should recognize the immense value of their team and ensure they are treated with the utmost respect. This may entail parting ways with toxic clients, as the well-being of your team is irreplaceable. Our guest today faced challenging times during the pandemic when they had to terminate their agency's largest client to prevent the team from burning out entirely. It was a difficult decision, but it ultimately demonstrated how much he valued his employees, leading to a shift in the company culture and a newfound appreciation for their skills, which could be harnessed for incubator businesses. Tune in to discover how he faced the loss of a big client to choose the team that was making his dream a reality and how celebrating the small wins helps keep everyone sane and focused. Miles Marmo is the founder of Agency Squid, a boutique consultancy and creative agency based in Minneapolis. He shares his journey of building a successful agency, navigating challenges, and creating an incubator agency model, as well as the importance of understanding consumer segmentation, industry trends, and merging it with creative outputs. In this episode, we'll discuss: Learning to savor the small wins. Choosing your team over a bad-fit client. The benefits of incubator brands for agencies. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. Why Agency Owners Need to Savor Every Success Miles, a former athlete with experience working in agencies on the brand side, never anticipated becoming an agency owner. However, his entrepreneurial spirit was ignited by his competitive nature and desire for some degree of control over his work. His love for working with people also made entrepreneurship a natural fit for him. Overall, he describes owning an agency as a rollercoaster with exhilarating highs and challenging lows, so maintaining a sense of balance is very difficult. In this sense, Miles tries to always remember to celebrate the wins, no matter how small. Agency owners often dwell on losses and setbacks, leading to demoralization. Success is almost expected and therefore not celebrated as much as it should be. Instead, Miles believes that celebrating even minor wins not only boosts morale but also provides a sense of accomplishment and validation for the hard work put into the agency. Undoubtedly, agency owners will face common struggles and moments of doubt and burnout when they feel like giving up and taking a job instead. However, he believes that by focusing on celebrating wins and finding joy in the successes, they can stay motivated and inspired to continue growing their businesses. The Make-or-Break Moment: Choosing Your Team Over a Bad Client One of these hard moments happened to Miles during the pandemic, when he faced the tough decision to part ways with a major client who negatively impacted the agency's culture and caused burnout among employees. It was a moment where he even questioned whether he had chosen the right career path and his effectiveness at managing his team Although difficult, it became clear the client would never be content with the agency's work. This decision ultimately led to a sense of relief and a reshaping of the agency's values and its approach to new business. In the end, prioritizing the team's welfare was crucial for the business's overall health and success. Letting go of a client that negatively impacts your culture is a way to show your team that you value them much more than any client. At the end of the day, as an owner, your team is building your dreams and is your greatest asset. You can always get more clients, but assembling a great team is difficult. For Miles, the key to a successful agency lies in the team that supports it so he greatly values having a team that believes in the vision and works towards achieving it. This sense of unity and shared purpose not only motivates everyone but also leads to better results for the agency. The Double Benefit of Incubator Brands for Agencies During the pandemic, Miles recognized the potential of his team's unique skill set and saw an opportunity for them to embark on more fulfilling and lucrative creative endeavors. In this sense, he highlights the importance of allocating time effectively and setting boundaries to ensure the team focuses on client work as well as internal projects. Many agencies leave creative projects for later and prioritize client work. However, by managing time wisely and dedicating specific days for internal work, the agency can balance client demands and working on th

Are you prepared to elevate your agency team and pave the path to success? As your agency expands, the need to grow your team becomes inevitable, and having standard operating procedures (SOPs) in place beforehand can save you a lot of headaches. Today's guest went through a rapid growth phase with his agency and found he was ill-prepared to delegate responsibilities and clearly define tasks. As a result, he lost employees and clients but has since learned that SOPs should be in place before hiring and that a good SOP takes him out of the process as quickly as possible. Tune in to gain valuable insights on navigating the complexities of scaling an agency effectively. Robert Brill is the owner of Brill Media, a white-label media buying agency that helps clients supercharge their business. At his agency, Robert works with a fully remote team of passionate experts and has created a culture of promoting from within, keeping the team members engaged, upskilled, and motivated to take leadership roles. In this episode, we'll discuss: When rapid growth meets poor processes. Consistency and clarity as a result of proper SOPs. How to correctly implement SOPs. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. From Dreams of Advertisement Glamour to Owning an Agency In a departure from the most typical agency owner narrative, Robert says this is the only thing he's ever wanted to do professionally. Growing up, the idea of working on high-profile projects, like commercials, sounded like a dream to him. He craved the recognition that would come from showcasing his work. "I didn't have the ability to become a rock star, so I went into advertising," he jokes. After working a couple of marketing jobs as a college student, he continued that path following graduation and spent the next ten years in the advertising business. By 2013, he still had a love for the business but felt himself becoming a bad employee. The desire to operate according to his vision and the prospect of reducing the stress of taking time off motivated him to establish his own business. Most agency owners know that - contrary to his expectations – running his agency demanded even more and he ended up working twice as hard. However, becoming a CEO and taking on more responsibilities was the only path to what he wanted and it was a big motivator for him. What Happens When Rapid Growth Meets Poor Processes? Once you start gaining traction with your agency and your brand attracts more clients, you'll need to be prepared to start hiring as the amount of work increases. For Robert, however, it was particularly challenging since he had to triple his staff throughout one summer. The big lesson Robert took from that summer is that he should have started hiring sooner. It felt like a big risk earlier in the life of the business. However, he's learned that of all the big risks, this is one he should have taken sooner. Initially, he hired people he had worked with previously, assuming they would excel in their roles without much guidance. However, within six months, one of his key hires quit due to dissatisfaction with the lack of structure, organization, and process within the business. At this point, no one was happy, — not Robert, the new hires, the existing hires, or the clients. It took him six months to figure out the missing piece was standard operating procedures. Simply put, the lack of clear guidelines, workflows, and systems was leading to confusion, frustration, and ultimately, high turnover rates. Consistency, Clarity, Growth: The Impacts of Finally Implementing SOPs Agency SOPs sounded like the most boring thing in the world for Robert. However, after hiring a Chief Operating Officer who created his agency's first SOP, he quickly saw the benefits that come with sticking to your processes and refining them over time. Now everyone on the team understood what was expected of them because they knew where their responsibilities started and ended. As a result, they were more satisfied with their job and stayed longer. The agency's output grew stronger, everything ran smoothly, and clients returned. With proper SOPs, Robert also has a better understanding of which steps of the process need documenting while still offering enough autonomy for his team to feel empowered. Furthermore, he has seen the importance of actually enforcing the SOP after it's created, otherwise it'll be useless. Six years later, his staff once again doubled, but with the proper systems the agency's revenue stayed consistent over time, and turnover was greatly reduced for both clients and employees. 3 Steps to Correctly Implement Agency SOPs According to Robert,

Is your agency work affecting your family life? Are you challenged by finding the right talent to assemble a team to take over some of the work? Today's guest thought she'd always be a solopreneur but as her workload mounted, she realized she needed reinforcements to maintain her level of service and keep clients coming back. Getting the right talent to balance it all was not easy but she relied on a largely untapped talent pool: moms looking to keep their careers thriving while raising their families. In this episode, Sara discusses her experiences scaling her agency and balancing motherhood with a creative career. Sara Jensen owns Brighter Messaging, a digital agency that helps small businesses manage their online presence and generate leads through content-based marketing. Sara shares her journey from being a solopreneur to running a digital marketing agency. In this episode, we'll discuss: Building a compensation model to empower your team. Taking advantage of the largest untapped talent pool. Getting wiser about client choices. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. Delegating for Success: From Solopreneur to Agency Owner Starting as a freelance writer, Sara began to build her agency right as she had become a first-time mother. That was twelve years ago and she was building her agency from the ground up while navigating motherhood. At the time, she was ghostwriting, blogging, and juggling clients' demands. As the business grew, clients began requesting more services, and Sara realized she needed to level up by building a team. The first role she hired was a virtual assistant, although she admits to being hesitant and unsure of how to work with someone else. Despite her initial reservations, Sara took a leap of faith and trusted her VA to help her navigate the process of delegating tasks and creating processes. One of the key challenges she faced was the fear of losing control and not being able to deliver the same level of quality to her clients. This fear is common among entrepreneurs who are used to doing everything themselves. However, Sara's willingness to trust her team members and let go of some responsibilities ultimately led to the growth and success of her agency. Incentivizing Success: A Compensation Model to Empower Your Team Sara's assistant was the first person to introduce a project management system – Asana – to the agency, changing everything about how they worked. To this day, it's become an essential element of how her team works together and how she manages to get her ideas from her notepad to the team. Having introduced a more structured system to the team's everyday work and communications, Sara understood the importance of building processes and started to do so herself, a task she later delegated to the new project manager. For her, having consistent processes is a huge piece that helps set clear expectations for everyone on the team. Another important factor for finally letting go of many tasks was being intentional about the compensation piece. At her agency, the team works as contractors and they've structured their compensation model around client retainer packages. Each role within the agency gets a portion of those retainers, as an incentive to be more invested in the client's success. By building trust, setting clear expectations, and providing opportunities for growth and development, agencies can create a culture of success and achievement that benefits both the team and the whole agency. Taking Advantage of The Largest Untapped Talent Pool Another important aspect of how Sara has structured her agency to serve the interests of the working moms that mostly make up her team is offering flexible hours and part-time work. Most of her team members have side gigs and are in some stage of motherhood figuring out how to have a career while still dedicating time to their families. For Sara, offering flexible work to moms is a very important part of her business model. In her view, moms are a largely untapped talent pool simply because they opt out; they don't think they can work while taking care of the family and most companies certainly don't offer choices for them to do so. Getting Wiser About Your Client Choices to Prioritize Your Family Life For agency owners, their family life suffers if they fail to flip the switch from agency mode to family mode at the end of the day. However, Sara believes it's misleading to think of it as something you can switch on and off. It depends on the day and what she's doing. In her experience, it also gets easier when you get wiser about the type of

Do you prioritize new clients or building lasting relationships? Would you be willing to lose money on a client in order to build a long-lasting relationship? Today's guest has built two successful agencies banking on the power of planning for the long term instead of focusing just on the numbers. She'll explain how she and her partner formed their vision of an agency where people could do their best work, clients felt heard, and it would all translate into business. Tune in to learn all about the visionary approach that led her and her partner to success. Kim Lawton is a successful agency owner with two agencies under her belt. She's the founder of Inspira Marketing, a 300-employee agency reaching the nine-figure mark, as well as the president and CEO of Enthuse Marketing, a purpose-driven group committed to building brands through effective experiential marketing strategies. She shares her journey building two agencies and discusses her approach of over-resourcing client relationships, her role as the chief possibilities officer and president/CEO, and her entrepreneurial journey from a young age. In this episode, we'll discuss: The four pillars of relationship building. Risking losing money for long-term client relationships. Strategic hiring to fuel growth. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. The Four Pillars of a Relationship-Driven Agency Although she's an accidental agency owner, according to Kim she's been an entrepreneur since the age of fourteen, when she managed her father's pizza shop and fell into the role of marketer. It wasn't until years later, working at an agency during the rise of experiential marketing, that she truly started to believe in her marketing abilities. It was there that she met her current business partner. As Kim and her partner dreamed of owning their own agency, they kept a journal to define the key elements they wanted to include. Their primary focus was creating a place where people felt seen, heard, and empowered to do their best work. They believed this would translate into a successful business. Rather than focusing on the numbers, hourly billing, or time spent on each account, like most agencies, they made the strategic decision to invest in relationships over profit. As they planned how this would look as a profitable business, Kim and her partner decided their agency would be built on four main pillars: People: Their investment in talent. Organizational development: Tools they invest in that help people do their jobs more effectively. Client leadership: How they show up for their clients. Growth and reputation: They measure the previous three elements and look at that to establish how the agency performed that year. It may seem counterintuitive for business owners who prioritize profit margins and bottom lines, but it was a conscious choice to become their clients' preferred solution, even if it meant potential short-term financial losses. Their long-term relationship investment approach not only allowed them to create long-lasting relationships, but it was also a good way to quickly identify bad clients. If the client didn't value the time they were investing in their project, it was easy to say goodbye to them and not look back. Maximizing Client Relationships: A Strategy for Long-Term Success How do you start to set up a structure where the business is set to lose money with each client for the first year? Kim suggests allocating a portion of marketing expenses to client service. This approach allows agencies to prioritize nurturing existing client relationships, leading to increased business opportunities and revenue. Of course, it wasn't a reckless strategy, Kim and her partner set a maximum 15% loss threshold per client and assigned specific departments to absorb these costs. They also regularly evaluated the value provided to clients and sought to exceed their expectations. Despite occasional overinvestment in certain clients, they take pride in sustaining numerous client relationships over sixteen years. Pro tip: Kim and her partner went above and beyond for their clients and meticulously tracked any additional hours spent outside the scope of the project and presented these as zero-dollar change orders. This showcased their dedication and established a strong foundation for future collaboration. This transparent and proactive approach not only fostered goodwill with clients but also paved the way for potential opportunities in value-based pricing and performance-based marketing. Consistent Outreach for Consistent Results: Leveraging Cold Calls Cold calling has proven to be a successful strategy for many agencies and i

What sets high-performing agencies apart from their low-performing counterparts? How are you positioning your agency for success? Our guest today is a seasoned business executive with extensive experience in product marketing and sales leadership. In his current role, he collaborates with agencies and gains insights into what separates successful ones from the rest. Tune in to gain valuable perspectives on agency performance and growth strategies. Tim Condon is the Chief Revenue Officer of Clutch, a one-stop-shop were businesses can identify leading service providers through an innovative research process that melds the best of traditional B2B research and newer consumer review services. He discusses the difference between high-performing and low-performing agencies and shares insights from working with professional services companies and marketing firms, highlighting key factors that contribute to agency success. In this episode, we'll discuss: Focusing on organic growth. Making 100,000 leads in one day. Shortening the sales cycle. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Clutch: This episode is sponsored by Clutch, the #1 marketplace for agencies just like yours. With their innovative process, your agency will be matched with highly motivated buyers looking for the exact services you offer. Leave the lead generation to Clutch and let your team focus on delivery. Get started for FREE at clutch.co/smartagency by creating your agency profile. Organic Growth and Operational Excellence Build a Scalable Agency From his many interactions with agencies at Clutch, Tim has gathered some great intel on what is working for the most successful agencies. First, they start doing something they are really good at and focus on organic growth. Many prominent agency CEOs initially honed their skills in website development, later expanding their expertise to encompass SEO and pay-per-click advertising to drive increased traffic. As these successful agencies matured, they strategically planned their expansion into new areas, leveraging their organic growth to thrive and deliver exceptional outcomes. Also, Tim has observed a crucial aspect of sustained agency growth lies in establishing a robust infrastructure. Agencies that have mastered this have implemented comprehensive systems for lead tracking, incentivizing sales teams, and organizing their operational structure. These systems are essential for ensuring seamless operations and maximizing growth opportunities. Without a solid foundational framework, agencies may encounter challenges in effectively attracting, converting, and scaling their business. But by implementing streamlined processes, performance tracking, and identifying areas for improvement, they can enhance their lead generation, and client conversion, and ultimately scale their business to new heights. Leveraging Brand Power and Partnerships to Land 100,000 Leads! As CRO at Clutch, Tim has seen many different and innovative approaches to generating leads but especially remembers a time when he was working at the Washington Post. At that time, he was tasked with building a platform to showcase the Post's potential as a local resource with a lot of local merchants. The Washington Post faced competition from larger companies like Groupon and LivingSocial, so Tim capitalized on the assets at his disposal, particularly the Post's strong brand and local market distribution, to build a robust email list. Strategically aligning with Papa John's, Tim proposed a mutually beneficial promotion that involved giving away pizzas in exchange for registrations on their site. The campaign's resounding success resulted in 100,000 new leads! And consequently, 100,000 Papa Johns pizzas delivered — which solidified the partnership between the two seemingly unlikely partners. This was by far the best promotion either brand had done and Tim made it happen by leveraging his assets and knowing competitive dimensions. He needed emails and had something the competition didn't, a well-established brand with a huge market distribution. How can you create lead gen that results in 100,000 new leads? Tim's advice is to carefully assess the core requirements, leverage existing assets, and identify the dimensions crucial for a competitive edge. Too many agency owners focus on immediate sales. However, by prioritizing email address collection, businesses can establish direct communication with potential customers, nurture leads over time, and increase conversion rates. Additionally, by standing out in the market and using creative approaches to engage with prospects, businesses can differentiate themselves and achieve sustainable growth in a competitive business environment. The Power of Foot-in-the-Door Offers to Shorten the Sales Cycle At Clutch, they conduct an annual survey on the sales cycle and, according to the results, 50% of agencies say their sales cycle expands to over a month, while 20% say it's over three mont

What would you do if you sold your agency tomorrow? Are you clear enough on your purpose that you could keep on creating value? Today's guest is the founder of a beloved app that changed the way people drive nowadays. He eventually sold that company but hasn't stopped looking for ways to improve people's lives through his startups. He'll share what he's learned from failure, why he was out of the company as soon as he sold, and why you should always look to understand users to create real value. Tune in to learn valuable insights into building successful startups. Uri Levine is the co-founder of Waze, a popular app that helps users have a better driving experience, get to their destination faster, and avoid speeding tickets. After his business was acquired by Google a decade ago for over $1 billion dollars, Uri went on to focus on other ventures. He more recently wrote the book Fall In Love With the Problem, Not the Solution. He shares his entrepreneurial journey, from creating Waze to building Moveit, and discusses the importance of solving real problems to achieve product-market fit and the impact of failing to do so. In this episode, we'll discuss: Fall in love with the problem, not the solution. Cracking product-market fit. Making hard choices with conviction. What comes after selling an agency for $1 billion. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Find a Problem Worth Solving: Advice for Agencies to Create Lasting Value Years ago, Uri had the chance to meet one of his technological gurus – Steve Wozniak – at an event. He got to take a picture with him and that exchange inspired a chapter of his book called "Understanding Users". In it, he explains there's no right or wrong way to use a product, something he always tried to take into account when it came to Waze users and how they overcame problems. In his view, every entrepreneur should start by solving a problem. "Think about something worth solving," he advises. If a lot of people have the same problem, speak with them, understand their perception of the problem, and only then set out to build the solution. For Uri, this is the only way to guarantee that you're creating value. Instead, starting with the solution may lead to creating a solution that no one was asking for. Uri encourages entrepreneurs to find a problem worth solving and make it the North Star of their journey. This way, you'll be much less likely to deviate from the path toward your goal and much more likely to succeed. To agencies, he reminds them that the problem is a significant part of their marketing. The story you'll tell about the problem is much more compelling than one about the solution. An enticing story will help you make customers care, and if they care, they'll make you successful. Biggest Successes and Failures Outside of Waze Although Waze has over 700 million users, and even more use Moveit, neither is Uri's most successful product. His most successful venture was a voicemail company called Converse Technology. At the time, it had many more users than either Waze or Moveit and it was a massive success. Years, later, he switched to software development, always looking for innovation and change. On the other hand, his first startup focused on mobile email and it became his first big failure. Uri knew focusing on a problem worth solving was the starting point for any successful venture. This should always be followed by speaking with potential consumers. This way, you'll see whether or not they share your vision of the problem. If not, they may still point you to a different approach to the problem. Unfortunately, Uri found a problem worth solving that later disappeared. Someone, in this case, Blackberry, had solved it better. It was time to pivot to a new problem. Define Your Agency's DNA Early in the Creation Process Finding a problem and identifying a proper approach to a solution are the surest ways to create a venture with a better opportunity to succeed. However, a major part of your happiness in an organization will revolve around the people you surround yourself with, rather than you and what you're doing. Because of this, Uri believes the agency's DNA and the culture you build around it will be just as important as the mission you have. This is something you can start to create from day one, as Uri did with Waze. From its creation, he decided the company would be the best place to work at and built the culture around that idea. Since then, he's built more companies and always makes sure to define their DNA early in its creation process. The result will be nearly no attrition because you've created a favorable work environment

Does your onboarding process set new hires up for success from day one? Do you believe the hardest part of adding new team members is the hiring process? Today's guest believes most business owners disregard the importance of the onboarding process, which can affect a new hire's chances of success in the agency. He goes over the many aspects you should improve for properly onboarding a new team member and why you don't want to waste the time, money, and effort put into the hiring process by doing a bad job with onboarding. Learn valuable insights and strategies in setting up new team members for success and avoid pitfalls in hiring remote staff. Noel Andrews is the CEO of JobRack, a hiring service that helps agencies find great remote talent from Eastern Europe and South Africa. As someone who focuses on finding the best talent and matching them with agencies looking to hire remotely, Noel knows the significance of prioritizing onboarding to ensure successful hires and discusses common mistakes agency owners make during the hiring process. In this episode, we'll discuss: Common onboarding mistakes you should avoid. How to kickstart a new hire for success. Effective remote team onboarding strategies. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial exclusively for Jason's listeners! The Biggest Onboarding Mistakes Agency Owners Make When Hiring Whether you're hiring remotely or locally, hiring is hard so once agency owners get to the last stage of hiring and they've got a start date confirmed they breathe a sigh of relief thinking their job is done. However, this is not true. The next step now is onboarding and it is a critical stage in the hiring process that is often overlooked, with the most common mistakes being. Not preparing for it. Not prioritizing it. Failing to adequately prepare for new hires leads to inefficiency. This looks like: no email access, Slack use, or client accounts ready on someone's first day in the office. Even at big companies, it may take three days to get a new hire a laptop. It's both a waste of their time and a terrible first impression. For Noel, proper onboarding is a twelve-week process, where you'll gradually provide them with the context they need to work in your agency. During this process, you should be preparing people with the background of who your clients are, what your services are, and why you do things the way you do. It's the sort of detail that will help workers go above and beyond for the company. Neglecting or rushing through the onboarding process can result in wasted time, money, and effort invested in the hiring process. Just like onboarding a new client, the first few weeks should be about how excited you are about them joining the team and offering everything they'll need to set them up for success, foster a positive work environment, and ultimately improve retention and productivity in the long run. Especially if it's a remote position, where you'll have to be very intentional about making sure you're giving them all the tools for success. Emphasizing Values in the Onboarding Process What Simon looks for in each team member will, of course, depend on the role. However, all his account managers, recruiters, operations managers, and customer success managers roles involve dealing with people, whether clients or customers. In this sense, their energy and attitude play a big role in how they'll do working in his agency. Of course, attitude is something that cannot be easily trained which is why hiring individuals who align with the company's values is the only way to ensure new hires will be a good fit for the organization and contribute positively to its culture. Not everyone has the ability to make people feel comfortable in a call or interview and that will play a big role for Noel. Overall, he's always looking for people who will be good at communicating and being part of the team. 4 Essential Elements to Kickstart Success for a New Hire Ideally, any onboarding process will have a few elements that make it a great starting point to cement the relationship that the new employee and agency will form in the coming weeks and months. To build a successful onboarding process, Noel believes in the first week employees should at least: Get to a place where they understand the agency and its values. Know what's expected of them in this new role. Understand the KPIs and metrics they'll be measured against. Have a clear idea of what the onboarding process will be like. Get Onboarding Right From Day One: Effective Remote Onboarding Strategies M

Is the fear of failure holding you back from taking the first steps to establish your brand? Are you hesitating to start a podcast because you believe it would only be worthwhile if it garners millions of downloads? Our guest today is a true trailblazer in the podcast industry, having successfully built a thriving agency around his initial decision to create a show dedicated to entrepreneurs. Tune in for an insightful conversation on the power of pushing boundaries and the value of trying new things in the ever-evolving world of podcasting and entrepreneurship. Pat Flynn is the serial entrepreneur and podcasting pioneer behind Smart Passive Income, a massive podcast with a long history of teaching entrepreneurs proven strategies to run and optimize their businesses. He's also the founder SPI Media, an agency that helps people launch and grow their brands. Pat's podcast was actually the inspiration for the Smart Agency Masterclass podcast and now he joins Jason to discuss the importance of taking risks and embracing failure as part of the learning process. In this episode, we'll discuss: What's holding people back from starting a podcast? Mastering the podcasting game. 3 key principles for brand success. Letting go to grow: lessons on delegating. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Navigating the Evolution of Your Brand and Business Just like Pat has inspired so many entrepreneurs, he was inspired by the Internet Business Mastery to start his own podcast in 2007. The result was so terrible he never released that episode and it took over a year for him to gather the courage to try again. After finally releasing his first episode in 2010, he's started several other podcasts and has amassed around 80 million downloads and a massive following. Much has changed since he chose Smart Passive Income as the name for his brand and "passive income" has recently gained some negative connotations due to influencers promoting the idea of making money without putting in even 1% of the work. As a result, some big brands are hesitant to partner with a business associated with the term. Of course, this is not what Pat teaches in his content, and, although he is now referring to it as just SPI, a rebrand is probably in the future to welcome as many opportunities as possible. Currently, Pat is running a business with 11 employees, which is something he never would've thought he'd do. Back when he started his business, he dreamt of running a very lean operation working exclusively with contractors. As the years went by, however, Pat felt a calling to help as many people as possible and he needed to bring the very best talent to the business to help him realize that. Once he had a team, especially his partner and CEO who took over project management and finances, Pat was able to focus on his zone of genius, doing interviews, building relationships, and going to events. Focusing Too Much on the Numbers: The Misconception Holding People Back from Podcasting For Pat, the number one reason people refrain from starting a podcast is the fear of wasting time. Things have changed a lot since he started and now it has become such a saturated space that he can't blame people for thinking theirs may just get lost in the multitude of new releases each day. Pat challenges agency owners to ask themselves, how many more clients do you need to make a positive impact in your business? Could a podcast help you close more business by attracting potential clients who wouldn't otherwise find your agency? If the answer is yes, he suggests tailoring podcast episodes to appeal to potential clients and help them feel at ease about engaging with the agency. In this sense, a podcast would provide the opportunity to define a much deeper relationship with your prospects than you would with a simple YouTube video. It's quite a powerful connection you can create with a podcast with the way you as the host can become someone's companion as they travel, walk their dog, or just go about their lives. Mastering the Podcasting Game: Strategies for Building a Successful Podcast When it comes to creating a successful podcast that resonates with a wide audience, having a clear vision and set goals is crucial. Merely hoping for a stroke of luck after posting your podcast episodes will likely lead to disappointment and frustration. Therefore, Pat suggests starting with a well-defined purpose and message. Additionally, he recommends seeking assistance with the editing process early on. Podcasting is a lot of work, from planning to recording and editing and you may end up feeling exhausted, potentially discouraging you from creating

Do you want to sell your agency at some point? Do you know where you want to take your business before you're ready to search for a partnership? Today's guest started his agency at just twenty-three years old and was ready to sell ten years later, when his business was thriving and had a solid position in a coveted niche. However, the selling process was not as smooth as he hoped and he soon found himself looking for expert advice to understand a complex process that was sure to take a lot of his time for months on end. Tune in to learn how he navigated the M&A process while prioritizing clients and employees, and creating the ideal work environment for his team. Simon Cristal is the founder of SWC Partnership, an international full-service marketing agency that helps clients increase lead generation and brand awareness by developing strategies and creative ideas. Last year, his agency was acquired by a global independent agency, which he says was a natural process and a great experience overall. Learn his insights on building a client-centric agency, the importance of taking care of clients, and the type of help you'll need for a smooth acquisition process. In this episode, we'll discuss: Positioning and prioritizing profitability. From Zero employees to selling an agency. The agency owner's roadmap to M&A. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial exclusively for Jason's listeners! Lessons in Pricing, Positioning, and Prioritizing Profitability Simon was born into the advertising world, with his father owning an agency that exposed him to the creative realms of design and copywriting from a young age. As he grew up, Simon navigated his way through several London agencies, honing his skills and gaining valuable experience. Surprisingly, the opportunity to set up his own agency came up earlier than expected. He knew he'd wanted to do it at some point in his career, although he didn't expect to do it at twenty-three. Simon started his agency with zero clients, which looking back was a risky move. He did, however, have a clearer vision of pricing. His first client was a big German dairy company and he knew the most effective approach to earn their respect was to refrain from underbidding. It took around five years for him and his team to start really focusing on B2B and position themselves as specialists in helping brands connect to international audiences. This proved to be a savvy move, as the pandemic forced blue-chip businesses to seek out more affordable, niche agencies like Simon's, with their unique expertise in global brand-building. In the ten years since starting the business, Simon has seen the importance of surrounding yourself with a good team to get through all sorts of situations. They operate under a very lean model since, in his view, it should never be about how many employees you have but about the type of business you build and whether or not it's profitable. This approach to building a passionate team and providing the best possible work environment helped him grow his business, and create great client relationships. It was even a deciding factor when it came to selling the agency. Inspiring Creativity, Delivering Impact: Secrets of a Thriving Agency Mindset Simon used to believe the agency should be focused on making sales. This has changed with time, as he realized they needed to focus on taking care of clients and looking for ways to help them succeed. It's a friendly approach that sets the tone for a good agency-client relationship. For him, if you have great clients, great people, and great processes, the financials will take care of themselves. Furthermore, Simon recommends using the NBAT framework (Need, Budget, Authority, Timing) as a practical way to ensure you're picking the clients you can really help and offer the best results to. At his agency, they also use WIDI (I Wish I Did It) as a way to spark employees' creativity. They organize a monthly meeting where people will take examples of great marketing they wish they had come up with. It's a great way to stay inspired by innovative marketing strategies and continually strive for improvement. Taking a step back from the daily projects and allowing yourself to be inspired by others' work will help you evolve and get better. Working in the creative industry is fun and Simon believes it's important to enjoy that. By being inspired, thinking outside the box, and prioritizing client satisfaction, businesses can differentiate themselves from competitors and create impactful and memorable campaigns. In t

Have you ever doubted your ability to steer your agency toward greatness? Does your team follow your lead on the decisions you make to get there? Many agency owners face this internal battle, questioning if they truly have what it takes to lead their business to new heights. Today's guest has conquered those self-doubts and forged an unwavering confidence in his leadership abilities. He has grown his successful business over the years, gaining confidence as he accumulated more experience. Although he doesn't regret past decisions, he realizes he could have retained a majority stake in his company and made it on his own had he trusted himself as he does now. Listen to the full episode to learn about his experience growing his agency and how he built the confidence to succeed. Torey Azure is the CEO of Brandcraft Agency, a full-service agency that deals in videography, creative, digital marketing, and branding. Tori shares insights into his journey and the importance of having the right message for the right audience to improve digital channel performance. In this episode, we'll discuss: Uncovering what clients need. Building up leaders. The confidence to not hesitate when making decisions. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. 3 Key Strategies for Authentic Client Interactions Back in high school, Torey was able to blend in with different crowds, being the jock who was also voted as 'most artistic' in his class. Thinking back on that time, he realizes that the ability to relate to people from different backgrounds and industries has helped him succeed as an agency owner. It's not about liking to be the center of attention but about having emotional intelligence and connecting with clients and colleagues on a personal level. If you're someone who finds it hard to network and especially starting a conversation with a stranger, Torey believes the most successful interactions will come from these 3 key strategies: Don't have an agenda. Speak confidently without thinking about what the other party may want to hear, and learn to quickly identify when someone should or shouldn't be a client. This will come from practice and being in many different situations with different types of people. Learn to really listen to people. Instead of pitching yourself, take a true interest in the other person. It will make for a much more enjoyable and memorable experience for them. Genuinely curiosity about people. Find out why they started their business. With the pandemic and so much time spent on digital environments, it's as if people have lost the ability to riff off in a conversation and be invested in what the other person is saying. However, it's a very important skill to help prospective clients feel comfortable. Make a Lasting Impact and Avoid the Order-Taker Trap Torey believes his job as a marketer is to uncover what the client needs, which is not necessarily what they think they need. This approach is crucial for providing effective solutions and adding value to clients' businesses. Too many agencies fall into the trap of being order takers, simply doing what the client asks without questioning or understanding the underlying problem. This mindset can lead to short-term gains but ultimately results in a race to the bottom competing to offer the lowest price. Instead, Torey advocates for taking the time to truly understand the client's needs and challenges, even if it means challenging their initial requests. It's a lesson Torey has learned through experience when in the past his agency created a good strategy to find the client's audience but it turned out to be the wrong message and the wrong time. Instead of looking at surface-level problems like lead generation issues and attracting clients through low prices, try asking probing questions and analyzing the client's past experiences with other agencies. You could identify patterns and the potential root causes of their struggles. Empowering Leaders by Cultivating Independence He felt proud the first time Torey realized the agency had signed a new client and delivered the results without his intervention. He is currently focused on elevating his team to foster the leadership necessary for this to continue. There is no definitive formula for achieving this goal, but he emphasizes the importance of creating enough momentum to allow team members the freedom to fail. They may struggle to gain essential experience and knowledge without the opportunity to make mistakes. While it may not be ideal for the agency to endure losses that could have been prevented, granting team members the freedom to learn from their mistakes is crucial for

Do you fear missed opportunities if you define a niche or turn away less-than-ideal prospects? Today's guest started his agency as a college student and pivoted to digital services as the internet barely became a thing. One of the biggest shifts and struggles in his journey has been overcoming the fear of tuning down revenue and letting go of the notion that his way was the only approach clients would respond to. Tune in to learn valuable insights on navigating the agency landscape, committing to a niche, and maintaining a thriving business while prioritizing well-being. Brendan Chard is the owner and founder of The Modern Firm, a digital marketing agency for solo and small law firms. His team helps attorneys build an online presence tailored to their needs and creates client partnerships at a pace that feels right for them. Brendan shares his journey of starting initially as an IT business and evolving it into a successful agency serving clients nationwide. He discusses the importance of avoiding burnout in the agency world and the elements you need to find the right balance between fulfilling work and owning your time. In this episode, we'll discuss: Overcoming the fear of turning down profit. Managing workload with forecasting and hiring ahead. Lessons from a workaholic anonymous. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial exclusively for Jason's listeners! How the Right Mentorship Turned a Side Hustle into a Digital Agency Starting out in his dorm room at college, Brendan initially focused on providing IT services for small businesses. He had a knack for repairing computers and his results gradually led to being connected with several law firms that kept recommending him to others in the legal space. This was during the early days of the internet when clients began requesting website development in addition to IT services. Despite initial skepticism about the internet's longevity, Brendan transitioned to website development and digital marketing. It was a unique time for him to start the agency since being in business school gave him access to a lot of tools and mentors available to guide him through the process. He learned a specific business strategy one day, tried it the next day at his agency, and then reported back to professors. Overcoming the Fear of Turning Down Revenue for Focused Growth It took about eight years for Brendan to get his agency to the 7-figure mark. He recalls several bad decisions in terms of clients/projects taken to get there, which he now actively avoids. In light of this, he focuses more on finding the perfect client fit, although he admits it's something he still struggles with. While his agency operates in the legal vertical, they eventually discovered that their optimal niche was working specifically with solo and small law firms. They found that collaborating with larger firms resulted in increased stress and less enjoyable projects, as committees rather than individual owners made decisions. Nonetheless, finding their perfect niche and learning to say no to the wrong clients didn't happen at the same time. Brendan was very clear on the agency's focus and knew it was better equipped to work with small forms. When it came to rejecting someone who was just not the right fit, however, it meant turning down potential revenue. It's taken several misses to learn that, ultimately, not working with the wrong clients leads to a more streamlined and successful business model. Why Forecasting and Hiring Ahead Is The Best Practice For Manageable Workload One key moment for the agency came when they figured out systems to filter out unsuitable prospects and hone in on their ideal customer avatar. This shift coincided with Google's rise as the dominant search engine, resulting in a surge of organic leads and referrals. It marked a significant leap forward. However, the influx of work soon outpaced their capacity, prompting a reassessment of their hiring needs. Until that point, Brendan was focused on growing the business conservatively, with a team intentionally built to manage the workload and balance the work without getting overwhelmed. Brendan knows it is important for businesses to find a balance between taking on new clients and ensuring they can deliver high-quality work to existing clients. At some point, however, it became common to constantly play catch up with hiring new team members as the business grew, which quickly became exhausting. More recently, they've developed systems to hire ahead to avoid burnout and ensure sustainable growth. Hiring

Are you struggling to keep your clients happy and retain their business? How do you prepare your team to create the best client experience? In today's competitive market, delivering an exceptional client experience is paramount. Our guest today is a true master of client service, leading a team laser-focused on understanding each client's unique needs and proactively crafting tailored solutions that address their pain points head-on. Tune in to learn strategies for client retention and growth in your agency business. Khushbu Doshi is a customer service specialist passionate about strategizing, making realistic action plans, and following up on their implementation to get real results for agencies. She leads the customer service and sales division at E2M Solutions, managing a portfolio of 200+ agency clients, and works closely with a team of 20 to ensure client satisfaction. She's been on the show before discussing ways to improve customer success and reduce churn. Int his episode, she'll share insights into the importance of building trust and providing value to clients to foster long-term relationships. In this episode, we'll discuss: Strategies to building trust and efficiency. Understanding client needs. Reviving client engagement. The always & never exercise. Subscribe Apple | Spotify | iHeart Radio 2 Reasons Agencies Lose Clients Client satisfaction and retention are crucial for any business and building trust through efficient service is a key way to grow your client base. In essence, there are two main reasons an agency may be losing clients: 1. Clients don't understand the value your agency is providing, or 2. You're bringing on the wrong agency clients. To illustrate the impact of client satisfaction, Khushbu talks about the Delta 4 Framework, a way to rate client experiences that can be applied to products and services. Results of this framework will show your service's efficiency, with a rating of four or above indicating that clients are unlikely to switch to a less efficient option. In the case of Uber versus traditional cabs, Uber's efficiency rating was eight, hinting that clients would rarely go back to using regular cabs. Businesses can then keep track of their efficiency and rate themselves in terms of client satisfaction or a particular project. According to Khushbu, results from applying this framework should be met with the curiosity to find out "why" and what's behind said results. If clients are unhappy with the service, why is that? The answers will help you define a roadmap to deal with those metrics. Efficiency is not just about completing tasks quickly, but also about providing a seamless and effective experience for clients. When a service is efficient, clients are more likely to share it with others, leading to word-of-mouth recommendations and further growth for the business. Understanding Client Needs and Tailoring Solutions for Success Everyone brings a different set of expectations to the agency-customer relationship. Agencies should try to understand their clients' pain points better. At E2M, they focus heavily on defining these pain points during the first client call and then tailor their offering to fit the solution that particular client needs. For example, if a client lacks technical expertise, the agency can step in as a technical expert to provide the necessary support. If a client struggles with communication, the agency can act as a project manager or account manager to streamline communication processes and save the client time. This approach is crucial in ensuring that clients save time and become more efficient, ultimately leading to a more successful and fruitful relationship between the agency and the client. Furthermore, Khushbu highlights the importance of ongoing communication and follow-up with clients even after delivering a service. Checking in with them and ensuring the solutions provided meet clients' needs and expectations helps the agency continue to build trust and strengthen the client relationship. It's a proactive approach that not only helps retain clients but also establishes a reputation as a trusted and reliable partner. Unlocking Agency Growth by Harnessing the Power of Existing Client Relationships If you're looking to elevate your agency's growth strategy, 70% of your success lies in your existing client base. It's all about deciphering the right metrics, tracking client health, and mastering the art of scaling relationships to ensure a seamless dance of value delivery and exceeding client expectations. One of the main KPIs to track is the client retention ratio, which measures the percentage of clients that continue to work with the agency over time. Khushbu and her team take it a step further by categorizing clients into green, yellow, and red zones, unveiling insights that guide tailored strategies. From nurturing green advocates to championing red and yellow clients with extra attention, this personalized approach paves the way for sus

Would you say your agency is like your baby? Could you be so emotionally attached to your business that you may be stifling its growth? Today's guest will share his experience growing an agency and the turning points that allowed him to make real progress in its growth. From learning to communicate his agency's vision in a way that inspired buy-in to the surprising struggle of carving out space for a personal life amidst the chaos of entrepreneurship, his biggest challenge was letting go of the belief that he alone was the driving force behind its success. Tune in to learn his valuable lessons and tips for agency success. Suken Shah is the owner of Envision Marketing, a digital agency that works with clients to find the right strategy that will them find success online. They mostly work with small businesses to help them build their website, SEO presence, and get more leads. Suken shares insights and stories from his 10 years of agency growth and the mindset shift required to see real agency growth. Tune in to learn his valuable lessons and tips for agency success. In this episode, we'll discuss: The problem with calling your agency "your baby." Learning to communicate your worth. The power of communication and transparency. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial just for Jason's listeners! Embracing the Entrepreneurial Leap & The Unexpected Realities of Agency Life Suken never had concrete plans to establish an agency. His journey into the world of digital marketing began when he was offered a teaching opportunity at the University of Nevada. Eager to excel in his new role, he delved into digital marketing, eventually formalizing his business as an LLC and initially running it as a side venture. He approached the transition from his corporate job with caution, gradually embracing the potential of his digital business as it gained traction. As he embraced his new role as an entrepreneur, the most unexpected aspect of owning an agency was the sheer amount of effort required to build a team, attract and retain clients, and steer the business in the right direction. Suken was taken aback by the challenge of taking breaks and carving out personal time amidst the demands of the business. Initially, he anticipated owning a business would allow him to maintain a similar income level as with his corporate job while having more free time. However, the reality was markedly different. As an agency owner, he found himself being the first to arrive and the last to leave, bearing the brunt of responsibility and often being the scapegoat for any misstep. Driven by the fear of losing clients, Suken dedicated himself to client acquisition and business growth. His commitment to delivering exceptional results led to organic growth through client referrals, solidifying his agency's reputation. The Problem with Calling an Agency "Your Baby" Suken is still navigating the process of relinquishing control over certain tasks, acknowledging that it's a work in progress for him as a business owner. Delegating tasks used to be a struggle for him as he wanted things to be done a certain way. His agency, in many ways, has been like his 'baby', making it emotionally challenging to entrust control to others. This emotional attachment is a common experience among business owners who have poured their time, energy, and passion into nurturing the growth and success of their ventures. After years of dedicated efforts to witness the gradual growth and success of an agency, it has become a source of immense pride. However, this attachment can sometimes lead to decisions being influenced by emotions rather than what is truly beneficial for the business's growth and success. Moreover, tying one's identity exclusively to the business can also impede growth by hindering the ability to delegate tasks and gain trust in the capabilities of a team. When a business owner views themselves as the sole driving force behind the agency's success, it may be challenging to empower team members and entrust them with greater responsibility. Gary Vaynerchuk and VaynerMedia is a great example of how to do this right. He's an incredibly successful agency owner, podcaster, and YouTuber yet he would most likely refer to himself as a creative and describe his qualities rather than define himself by what he's doing at the moment. Ultimately, building a successful agency requires a shift in mindset from being a hands-on entrepreneur to becoming a strategic leader. This transformation involves acknowledging one's strengths and weaknesses,

As an agency owner, have you explored the possibilities of content creation? Has it proven effective in building an audience or generating leads? Today's guest is an agency owner who has been writing books and collaborating with different publications for years. However, he finds that, for marketers, content doesn't really bring a lot of leads. For him, it's all about the credibility and trust you build through that content. He'll discuss why content creation nowadays is all about credibility and learning to adapt to leverage new tools. He'll also share why he chose an agency model that veered away from the more common use of RFPs and how it helped him tap into a well of talent waiting to find a meaningful job. Tune in to hear his thoughts regarding RFPs vs, referrals and the tools you should be leveraging in your content creation. Scott Gillum is the founder and CEO of Carbon Design, a B2B marketing services firm that uses the power of audience insight to increase conversations, engagement, and revenue for clients. Scott shares how his agency has evolved its model to focus on efficiency and effectiveness for midsize companies by utilizing all contractors. In this episode, we'll discuss: The agency model that helps you tap into a well of talent. Moving away from RFPs. Why content is KEY. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Building an Agency Model Around Work-Life Integration Since his start in the industry, Scott has been always intrigued by engagement rates and frequently referred to Gallup's data – a multinational analytics firm that conducts workplace consulting research – and found the results were frankly concerning. In the 25 years that Gallup has been measuring employee engagement rates, it has never been above 32%. Additionally, at least 15% of the surveyed employees felt actively disengaged. Scott also worked as a management consultant for a while and observed people usually leave their jobs to attend to family life responsibilities like taking care of their kids or sick parent. He could see how much they struggled to balance both and ended up disappointed. Around this time, he was in conversations with an agency that offered him to work on a different and very meaningful project. He pitched the idea to build a model that would allow an agency to tap into a well of talent looking for meaningful work but have to deal with the difficulties of being a main caretaker. "There are 5 million stay-at-home moms looking for meaningful work. It's unused capacity we could tap into," he explains. The decision to engage solely with contractors also significantly influenced the agency's operational approach. Scott notes they operate entirely on referrals, focusing on inbound leads and project-based work rather than traditional retainers. This is how his agency has operated for the past six years. Referrals over RFPs: The Power of Building Relationships in Agency Business In the agency world, one of the traditional approaches to acquiring clients involves responding to Requests for Proposals (RFPs). These documents outline the client's requirements and ask agencies to submit proposals detailing how they would meet those needs. However, there is a growing trend among agencies to rely less and less on engaging in the RFP process. It's a shift that highlights the power of building relationships and trust with clients, and the benefits that come with it. In their six years operating, acquisition of business has been the hardest part for his agency. Being 100% referral-oriented, they don't typically respond to RFPs, don't believe in retainers, and focus exclusively on doing good project-oriented work, building trust, delivering quality work, and fostering long-term relationships with clients. Their goal is that clients are completely satisfied with the results and hire them again. For agencies seeking to move away from RFPs, a potential approach could involve offering a reduced fee for a consultation to gain a better understanding of the prospect's needs. Spending at least one hour to build a tailored plan based on the client's input can demonstrate the agency's commitment. If the client approves the plan, they can choose to engage with the agency, or implement the plan themselves. If the client is dissatisfied, they receive a full refund. How do you respond to an RFP? Watch this 2-min video for Jason Swenk's answer. Content is KEY: From "Publish or Perish" to "Adapt or Die" Writing, podcasting, and video creation are great lead generators in sales and things agency owners are encouraged to do to attract clients. However, as an author for several publications and books Scott fin

Are you fed up with the revenue roller coaster? Ready to get off and build an agency business model focused on sustainable profits? Maybe you've heard the saying "revenue is vanity and profit is sanity." Our featured guest today experienced significant sustainable growth after breaking free from the "revenue trap." By shifting the focus from revenue to the bottom line, he saw a remarkable shift, leading to financial stability and long-term sustainability. Listen or read to discover how this agency owner navigated through adversity, turned his business around, and expanded his team to more than 700 members. Robert Berkeley is the co-founder of EKCS, a creative agency specializing in turning ideas into multiple assets. His team works with brands, agencies, and media companies as an extended team that helps them overcome creative production challenges, gain efficiencies, and improve ROI. Robert shares insights on partnership dynamics, dealing with negative people, and the importance of course correction when a business is heading in the wrong direction. In this episode, we'll discuss: The key to partnership longevity. Escaping the revenue trap. Balancing client acquisition and retention for manageable agency growth. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Copper: This episode of Smart Agency Masterclass is sponsored by Copper, a CRM solution built specifically for agencies that use Google Workspace. Its CRM integration works seamlessly with Gmail, Google Calendar, and Drive, so you never have to switch tabs to add leads, track email conversations, find files, or manage tasks in your marketing or sales process. Head over to Copper.com/agencies and get a free trial just for Jason's listeners! The Key of Partnership Longevity: Respect, Trust, and Value Alignment Despite their different styles and personalities, Robert and his partner work very well together thanks to a shared set of values and mutual respect. For Robert, their differences mean they can be great in the sum of their parts, which has been proved time and time again over twenty years together. Business partnerships really are like marriages and their success often hinges on respect and trust between the individuals involved. Without respect, there's no trust, and without trust there's no way to make it work. In their case, Robert and his partner have a fundamental desire to maintain that respect, which keeps them from overstepping boundaries and helps make decisions that align with their shared values. In their partnership, all major decisions are taken together and they would never make a key hire or approve any major move without the other's knowledge. This allows them to communicate honestly and have each other's back if those decisions don't go as planned. When there is respect in a partnership, there is a willingness to listen, compromise, and work together towards common goals. Navigating Declines in the Industry and Pivoting to Profitability With two decades of experience in the industry, Robert and his partner have weathered their fair share of setbacks and missteps. One of the biggest examples of this happened around their third year in business. They hadn't quite broken through and did not have authority in the industry. Desperate for business, they eagerly pursued any opportunity that came their way. Their initial foray into Google Ads led to a promising prospect in the form of a newspaper, which seemed like a solid bet at the time. Being good at what they did, they succeeded where others failed. However, the newspaper industry's rapid decline soon rendered their services obsolete, forcing them to reevaluate this niche. After refocusing their efforts and downsizing the business by approximately 20%, they successfully navigated through challenging times. Seeking new avenues to leverage their skills, Robert recognized the potential in serving markets that prioritized quality over price, leading them to collaborate with creative teams. Many agencies and brands have creative teams but lack the resources or desire to manage production in-house due to fluctuating demands or limited creative capabilities. This became their main target and the right formula for his agency's growth. Why Focusing on Revenue is a MISTAKE Looking back, Robert realizes that before pivoting, he and his team were overly focused on chasing profits rather than prioritizing revenue, which turned out to be a regrettable mistake. As the agency expanded, it became tempting to chase top-line dollar and assume that the costs would take care of themselves. However, focusing on profit means prioritizing the bottom line and ensuring that the business is financially stable and sustainable, making strategic decisions to maximize profitability and minimize costs. One key lesson Robert shares is the importance of forecasting and planning for growth. By closely monitoring predicted revenue and aligning all departments within the company, including finance, operat