Pricing, Time Tracking, and Profit Visibility

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

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

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

In this episode, we'll discuss:

• Understanding the agency maturity model.

• Evolving your agency from chaos to clarity.

• Growing your leadership to create framework.

• Data and the path to predictability.

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Sponsors and Resources

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

Why Most Agency Founders Aren't Natural Operators

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

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

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

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

Understanding the Agency Maturity Model

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

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

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

From Chaos to Clarity: Building Operational Maturity

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

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

The Leadership Shift: From Fighting Fires to Frameworks

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

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

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

Data, Tools, and the Path to Predictability

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

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

Letting Go — The Hardest Step in Agency Maturity

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

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

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