The Secret to Gaining Agency Efficiency with Automated Reporting with Joe Kindness | Ep #634

Do you want to communicate results and build trust with clients? Need to streamline reporting without sacrificing quality to show the full value your agency offers? Effective client reports are the best way to communicate your results to clients and improve their trust in your services. However, putting together detailed reports can be time-consuming unless you're using a proven automated reporting tool. Today’s guest offers an integrated solution that helps agencies offer complete reporting without having to actually build the reports. Their services help agencies save time and reduce churn. Having built his software company from scratch, he’s intimate with challenges like hiring missteps, building leadership, and learning to let go, which he also shares in this interview.

Joe Kindness is the owner of AgencyAnalytics, an automated client reporting solution for marketing agencies. With Agency Analytics, agencies can connect all their clients into one system and bring in all that data to create the reports. You can even automate this by setting up those reports for your client to get monthly, or weekly, or they can log into the platform to see a dashboard.

In this episode, we’ll discuss:

• How the pandemic sparked their growth by popularizing remote work.
• The risks of scaling fast.
• Learning to build a strong leadership team.
• The right time to let go control of the agency.

 

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  All In On Remote: Cracking the Hiring Code Post-Pandemic

Joe and his partner started like many agency owners by completely bootstrapping the process of building their company. It was not a straight path to success, but rather a start that took them to several stops before finding the best formula. “That first thing you try will definitely fail. And it won't be the thing that takes you to the end. But it's part of the journey,” he shares.

After starting the AgencyAnalytics back in 2010, they still had only 14 employees by 2020. Early on, they figured hiring would be the easy part. They’d already built great software, now it was time to open a Toronto office and welcome all the people who would want to work with them. Unfortunately, they found out it's very hard to scale and find great people. It took a lot of attempts before they figured it out.

What were they getting wrong about hiring and attracting the right people? Looking back, there were several factors. For instance, Joe remembers how hard it was to attract people to a remote business pre-pandemic. People thought it was a scam.

Once the pandemic opened the doors to popularize the remote model, they knew they had to go all in. They hired a recruiter, HR people, and all the support they needed so Joe wouldn’t have to handle all the interviewing alone. Soon they found a rhythm, gained some traction, and started to hire some generalists.

Expand Cautiously and Evolve to the Needs of the Market

Rapid hiring initially brought pure excitement after a decade of bootstrapping. But the thrill of scaling soon gave way to overwhelming demands. Joe added HR support, although uncertain it justified a full role. The results spoke volumes. Offloading time-consuming interviewing let Joe refocus on the agency.

This milestone embodied their measured growth mindset: Test new roles cautiously, validate impact, then scale boldly.

Another calculated risk? Transitioning from a niche SEO tool to an integrated agency solution. Though known for rank tracking, reporting capabilities showed greater potential. Months of pushing and prodding led to decisive commitment.

Joe knew niching down as a comprehensive agency resource felt right, though not without uncertainty. In the end, their courage to strategically evolve paid off.

For Joe, exciting growth requires patiently navigating uncertainty. Thoughtfully elevate support roles, validate successes, and then expand courageously. Keep your vision broad but your validations focused.

Bringing Strategy into Agency Leadership Rather Than Just People Managers

When you start hiring, you mostly hire people to do and manage stuff. At some point, however, you’ll need to bring in team leaders. For Joe, it started with understanding what a true leader’s role is. A leader is not just a manager of people. A leader brings in strategy. Therefore, being able to get to that point where you can afford or attract a person to handle the strategy is a really key moment. Joe’s advice is that once you get to that point where you can bring that person in, just do it. Don't get too caught up in the equity or the salary you’ll give them. The right person will give you a positive ROI and will be key to helping the company get to the next milestone.

How to make sure you find the right person? There’s always a chance you’ll hire a bad leader, and they’ll end up creating more work for you. Take the time to ensure you’re choosing the right person. Don't just hire the first resume that looks great because you need help fast. More recently, Joe and his partner have used recruitment firms to find leaders to ensure they run a thorough search. It is quite expensive, but they already have a wide network to pick from and will only recommend the best fit.

When to Relinquish Control and Trust Your Leaders

Even after you’ve hired great leaders, you may find it hard to let go and step away. Joe and his partner know every facet of the business therefore sometimes fall into micromanaging. Luckily, his leaders understand they have years of experience working on all things. The systems they built are not perfect; however, something there did work, which is why they were able to grow as they did. Leaders should get processes that work better for a bigger company but this can’t happen overnight because it will break everything.

Find leaders that recognize that even though you didn’t do everything by the textbook, it worked and now they need to transition that to the more scalable way. You’ll be more likely to evolve and grow with someone with this mentality than with someone who just wants to come in and change everything.

Having someone who respects the work you’ve done so far helps you, the owner, relinquish control, which is really hard to do. For Joe, it became easier once he hired the right leaders and recognized he was now the worst person in the room. The aspects of the business you’re most passionate about will always be the hardest to let go. However once you can build a team you trust, you’ll gladly step away. Moreover, you don’t necessarily have to.

The idea is getting to a point where you can choose to work in those parts of the business you most like but that the business doesn’t necessarily need you to do it.

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

If you want to be around amazing agency owners who can see what you may not be able to see and help you grow your agency, go to Agency Mastery 360.  Our agency growth program enables you to take a 360-degree view of your agency and gain mastery of the 3 pillar systems (attract, convert, scale) so you can create predictability, wealth, and freedom.