Agency Bytes

Featuring: Peter Lang, Digital Agency Business In episode 130, I sit down with Peter Lang—co-founder of Digital Agency Business and AVA, and longtime agency acquirer—to unpack how agency owners can use M&A as a growth superpower. Peter shares the seven-day deal that doubled his agency’s revenue, the due-diligence signals that actually matter (talent, client stickiness, and contracts), why most M&A fails on culture not math, and how AI is reshaping hiring and service models. We also get into founder identity after the sale, what “professional maturity” looks like, and why many owners are really capital allocators in the making. Key Bytes • M&A can compress years of organic growth into months—if you underwrite people, clients, and terms before the numbers. • Culture fit and integration planning beat fancy spreadsheets; most failed deals are value misalignment, not valuation. • AI is wiping out entry-level tasks first; the winners redeploy A-players and teach clients how to use AI, not hide from it. • Founder-led sales can’t be the only engine; build repeatable sales capacity that survives distractions. • You already “work for” whoever pays you—selling changes the customer, not your agency DNA. • Treat time like capital: budget it, forecast it, and review it like an effective executive. Chapters 00:00 Cold open, quick re-intro 01:08 The seven-day deal that doubled revenue 03:32 Doing three deals in 90 days during COVID 06:36 Common seller misconceptions and Peter’s deal lens 09:19 Endurance mindset, calendars, and operating like an athlete 13:46 What buyers actually look for beyond the numbers 17:43 AI’s impact on talent, delivery, and survival to 2027 22:10 Life after the sale and “professional maturity” 24:51 Rapid fire: celebrating wins, the race that changed him, dream acquisition 27:45 Where to learn more (digitalagencybusiness.com) Resources Mentioned • Effective Executive by Peter Drucker (time tracking and retrospective) • GrowthHackers community (context on Peter’s portfolio) • digitalagencybusiness.com (Peter’s M&A training and upcoming book) Peter Lang is an entrepreneur, investor, and philanthropist with over 15 years of experience building, buying, and selling companies across online publishing, media, advertising, e-commerce, and consulting. He’s the co-founder and Chief M&A Officer at AVA, a fast-growing digital agency holding company acquiring businesses in the $1–10 million range. Peter also runs Digital Agency Business (DAB), an e-learning company that trains entrepreneurs to launch and scale their own agencies. A former CEO of Uhuru Network and advisor to multiple companies, Peter’s passion lies in using mergers and acquisitions to accelerate growth. An endurance athlete and family man, he lives by the belief that anything is achievable with hard work. Contact Peter on LinkedIn or his website.

Featuring: Natasha Golinsky, On Purpose Projects In episode 129, I talk with Natasha Golinski, founder of On Purpose Projects, a custom web and e-commerce dev agency. Natasha is a three-time Canada Women of Influence nominee, a mom of three, and a breast cancer survivor—and she’s built her business around the belief that mindset is everything. We dig into how she went from “accidental agency owner” to leading a zero-meeting, all-contractor team for over a decade, and why journaling, EFT (tapping), and surrounding yourself with the right people are critical to surviving the entrepreneurial rollercoaster. Natasha also shares how a cancer diagnosis forced her to hire ops support—and ultimately led to one of her agency’s biggest months ever. This episode is a masterclass in grit, leadership, and the mental game of entrepreneurship. Key Bytes • Mindset is the job. Natasha starts most days with journaling and EFT to reset anxiety and focus. • Zero meetings, high loyalty. A culture of respect, gratitude, and no drama keeps her contractor team thriving. • Protect your people. Leadership means absorbing the stress and passing the praise. • Say no early. Guardrails in discovery protect the team from toxic clients. • Crisis as catalyst. Cancer forced Natasha to let go of ops—and it unlocked growth. • Community matters. No one is self-made—surround yourself with peers who lift you up. • Focus sharpens delivery. On Purpose Projects does dev only—like a food truck that just serves crepes. Chapters 00:00 Welcome & Natasha’s background 02:12 Accidental agency beginnings 04:45 Mindset, marketing, and money: her founder lane 07:30 Morning pages & EFT as daily reset tools 11:05 Cancer diagnosis, hiring ops, and a breakthrough month 15:20 Building loyalty in a zero-meeting contractor culture 20:22 Client red flags & protecting your team 23:50 Why no one is self-made: the role of community 26:30 Rapid-fire fun: karaoke, first impressions, food truck metaphor 28:55 Closing thoughts Natasha Golinsky is the founder of an award-winning web development and ecommerce agency, a three-time nominee for the Canada Women of Influence® Award, and a tireless champion of female agency owners. Natasha’s also a mom of three and a breast cancer survivor who brings grit, heart, and a deep sense of purpose to everything she does. I’m thrilled to dig into her journey, her mission, and the lessons she’s learned along the way. Natasha, welcome to the show. Award-winning web development & ecommerce agency founder | Champion & connector of female agency owners | 3x nominee Canada Women of Influence® Award | Breast Cancer Butt-Kicker | Mom x 3 Contact Natasha on their website or on LinkedIn.

Featuring: Logan Lyles, DemandShift In episode 128, I sit down with Logan Lyles, founder of DemandShift and longtime B2B sales and marketing pro. Logan’s career has spanned brand side, agency side, and now his own consultancy—giving him a unique perspective on what it really takes to grow pipeline. We unpack his journey from scaling Sweet Fish Media to Inc. 5000 status, building the Agency Life series at Teamwork, and leading growth at Business Builders. Most importantly, Logan shares how he turned disappointing webinar results into a repeatable framework that consistently converts registrations into booked sales calls. If you’ve ever run a webinar that felt like a win… until the dreaded “conversion cliff,” this episode gives you the practical, step-by-step fixes to turn those views into revenue. Key Bytes • Logan explains how most agencies fall into the “conversion cliff” trap—lots of registrants, little pipeline—and the two-part fix that changed everything. • He shares the importance of packaging your expertise into a clear framework that creates a natural next step. • We break down his two-step registration process that boosted webinar conversions by 5–10x. • We compare free vs. paid events, what impacts show-up rates, and which strategy works best for agencies.| • We talk about how webinars double as content engines for thought leadership and trust building. • Logan shares why solopreneurs and 20-person agencies alike can adapt this strategy with the right tech stack. • He opens up about lessons learned in sales—why not every “yes” is worth chasing. Chapters 00:02 Intro to Logan Lyles and Demand Shift 01:14 Logan’s meandering career path from journalism to sales to agency life 03:09 Lessons from scaling Sweet Fish Media and leading growth at Business Builders 06:44 Why referrals aren’t enough for agencies anymore 07:28 The “conversion cliff” of webinars and how Logan fixed it 09:48 The two-step registration process that boosted conversions 5–10x 12:59 Free vs. paid webinars: show rates, signups, and strategy 15:57 Webinars as thought-leadership engines and content machines 19:11 Blending demand gen with brand building for faster sales cycles 23:02 Rethinking webinars: live podcasts, polls, and engagement tactics 27:08 Sales lessons: why not every yes is worth chasing 27:50 Wrap-up and where to find Logan (demandshift.co) Logan Lyles has spent 17 years in B2B sales & marketing, drawing on his journalism background & working both agency- and brand-side in various roles. He has helped multiple agencies scale, including helping lead Sweet Fish Media onto the Inc 5,000 List 2 years in a row & increasing Business Builders monthly email list growth by 580% in 2024. Logan is the founder of DemandShift, a webinar-as-a-service agency, the co-host of the weekly podcast: The Marketing Max Show & a LinkedIn Top Voice. Contact Logan on his website or on LinkedIn.

Featuring: Kelly Schuknecht, Two Mile High Marketing In episode 127, I talk with Kelly Schuknecht, founder of Two Mile High Marketing and host of the Beyond the Best Seller podcast. Kelly shares her journey from being laid off to launching her agency, how she quickly built a team, and why she’s focused on helping agency owners and CEOs grow through thought leadership platforms. We dig into what I call The Agency Owner’s Visibility Plan—a repeatable system of podcasts, stages, and LinkedIn that helps agencies build authority, stay top-of-mind, and consistently attract clients. Key Bytes • The Agency Owner’s Visibility Plan comes down to visibility, credibility, and consistency. • Trusting yourself to leap without a safety net accelerates growth. • Niching disqualifies the wrong buyers while pulling in the right ones. • Visibility means showing up where your audience already is. • Credibility is built in a snap judgment—package your proof. • Consistency matters more than volume—set a realistic cadence. • Every podcast interview can fuel a month’s worth of content. • Delegating early unlocks owner time for actual growth work. • In-person events still beat virtual for relationship building. Chapters 00:00 Introducing Kelly and the story behind “Two Mile High” 03:30 From acquisition layoff to launching an agency 06:45 Why she pivoted away from “fractional CMO” 09:55 The challenge and power of niching down 13:50 Hiring early and delegating with trust 16:20 The Visibility–Credibility–Consistency framework 19:55 A realistic cadence for LinkedIn, podcasts, and speaking 24:10 In-person vs. virtual events and AI’s limitations 26:45 Rapid Fire: superpowers, lessons learned, and marketing myths Kelly Schuknecht is the founder of Two Mile High Marketing, where she partners with agency owners and business leaders to build powerful thought leadership platforms. With over 15 years of marketing experience and a track record of elevating brands from behind the scenes, Kelly now helps experts step into the spotlight through strategic content, visibility tactics, and authentic personal branding. She’s the host of Beyond the Bestseller, a podcast featuring women who use their stories to lead. Connect with Kelly on their company website, personal website, or on LinkedIn.

Featuring: Meeky Hwang, Ndevr In episode 126, I sit down with Meeky Hwang, CEO and partner at Endeavor, a WordPress development agency powering digital platforms for major media and enterprise brands like Bloomberg, Forbes, and Sony. With over two decades of experience in development and DevOps, Meeky has built Endeavor into a trusted name in the WordPress ecosystem while also paving the way as a female leader in tech. We talk about her accidental journey into agency ownership, what it’s like leading in an industry where women are still underrepresented, and how Endeavor built its three-pillar framework for resilient platforms. Meeky shares candid insights on navigating partnerships, the challenges of “over-engineering” with headless CMS, and the importance of masterminds and community for entrepreneurs. Key Bytes • Meeky shares how an “accidental” freelance project led to a decade-long partnership and agency. • She discusses the importance of having clear role delineation with her co-founder to avoid missteps. • Endeavor’s three-pillar framework (audience experience, editorial experience, developer experience) keeps their platforms resilient. • She explains why many publishers are moving away from over-engineered headless CMS solutions back to WordPress. • As a female leader in tech, she reflects on mentorship, representation, and inspiring others by simply “being the first.” • She stresses the value of mastermind groups for growth and support, something she wishes she’d pursued earlier. • Endeavor is exploring AI to streamline workflows and even testing new content tools for clients. • Her advice for organizations: implement proper version control and CI/CD to avoid preventable tech mistakes. Chapters 00:00 Welcome and introduction to Meeky Hwang 03:00 Becoming an “accidental” agency founder 07:00 Women in tech and leadership representation 11:00 Why Endeavor niched into WordPress and media 12:30 The three-pillar framework for resilient platforms 15:00 Headless CMS pitfalls and returning to WordPress 18:00 Navigating co-founder roles and partnerships 23:00 AI, internal tools, and what’s next for Endeavor 25:00 The power of masterminds for entrepreneurs 27:00 Rapid fire: karaoke, hobbies, and tech stack fixes Meeky Hwang is the CEO & Partner at Ndevr, a WordPress development agency trusted by leading digital media and enterprise companies. With 20+ years of experience in web development, open-source technology, and DevOps, she specializes in optimizing complex digital ecosystems, streamlining editorial workflows, and aligning technology with business goals. Meeky has helped major brands like PMC, Hearst, Bloomberg, Forbes, and Sony build scalable, high-performing digital platforms. A champion for women in tech, she is passionate about fostering opportunities for the next generation of leaders. Contact Meeky on their website.

Featuring: Dolores G Hirschmann, Masters in Clarity In episode 125, I sit down with Dolores Hirschmann, investor, strategist, and founder of Masters in Clarity. Dolores has built, scaled, and sold businesses—including one to Pete Vargas and Grant Cardone after growing it to eight figures. A former TEDx organizer, she now helps service professionals and thought leaders clarify their message, craft high-converting signature talks, and get booked on stages that drive real business results. We explore her journey from early internet marketing in Argentina to launching an outbound speaker agency, and she shares her framework for creating talks that convert, practical tips for pitching event organizers, and why thought leadership is still one of the most powerful growth levers for agencies. Key Bytes • Thought leadership isn’t about celebrity—it’s about clarity and consistency • A great talk is less about what you say and more about what your audience walks away with • Don’t pitch event organizers with long bios—open the door with a simple yes/no question • The best call-to-action from stage isn’t a free consultation, it’s a free resource tied to your talk • A signature talk framework can be applied to any presentation—keynote, workshop, or boardroom update • Speaking is one of the most scalable ways to build trust, demonstrate expertise, and generate new business Chapters 00:00 Welcome and introduction to Dolores Hirschmann 01:18 Early internet marketing and human-to-human relationships 04:58 Moving to the U.S. and pioneering online learning platforms 06:26 From serial entrepreneur to coach and strategist 08:19 Organizing TEDx and developing the signature talk framework 11:26 Building and scaling a speaker agency to $20M+ 14:29 Why agencies need to lean into speaking and thought leadership 15:44 Practical steps to land more speaking opportunities 20:07 The seven steps of a high-converting talk 23:24 How to craft calls-to-action that drive leads from stage 25:23 Using QR codes and free resources to capture audience interest 26:25 Masters in Clarity workshops and software for speakers 27:02 Rapid fire: tap dancing, gut instincts, and buying businesses Dolores Hirschmann is an investor, strategist, speaker, and founder of Masters in Clarity, a strategy and business coaching firm. She helps service professionals grow their businesses and establish thought leadership. A former TEDx organizer, she specializes in positioning experts, authors, consultants, and coaches for success. Dolores recently sold a company to Pete Vargas and Grant Cardone, supporting its growth to multiple 8 figures in four years. She built a software platform to help speakers get placed on stages and advises businesses on preparing for profitable exits. Masters in Clarity provides fractional Chief Marketing Officer (CMO) services to help companies design and execute marketing initiatives and set up automated marketing systems. As an investor, Dolores acquires and scales small businesses, ensuring their legacy and long-term success. Connect with Dolores on their website.

Featuring: Joe Rojas, Start Grow Manage In episode 124, I sit down with Joe Rojas, founder of Start Grow Manage and author of How Entrepreneurs Thrive. Joe has built and sold multiple MSPs, each time leveraging the power of deep niching to accelerate growth. We talk about the pivotal inflection points in a business’s lifecycle, why niching works across any industry, and how systems and values create businesses that can run—and grow—without the owner. Joe shares his framework for moving from “job” to “business,” the core values that drive his work, and how agencies can increase profitability by solving real business problems for clients. We also discuss the parallels between MSPs and agencies when it comes to client retention, lifetime value, and building a life you actually want to live. Key Bytes • Niching accelerates growth because it clarifies your offer and your audience • The difference between a lifestyle job and a lifestyle business is scale and delegation • Core values must be discovered, not invented—and hiring should be based on them • Profitability can start with your existing clients, not just new ones • Long-term success comes from solving clients’ business problems, not just delivering services Chapters 00:00 Welcome and guest intro 01:06 Joe’s journey from the Army to building and selling MSPs 03:18 Understanding the “Start, Grow, Manage” stages 05:03 Why Joe wrote How Entrepreneurs Thrive 06:33 The $1M inflection point and profitability mindset 08:16 Helping clients reclaim their time and freedom 12:20 Building core values that drive the business 16:46 Hiring for abundance mindset and cultural fit 21:07 How Joe’s book applies to agencies today 24:07 Why technology changes but strategy doesn’t 26:08 Expanding accounts by solving deeper problems 28:37 Mapping the client journey for better results 30:21 Rapid fire questions and closing thoughts Joe is the Founder at Start Grow Manage, based in New York, and author of How Entrepreneurs Thrive. He empowers Managed Service Providers and entrepreneurs to overcome the challenges of business formation to create profitable, growing businesses. As a serial entrepreneur himself, he has faced the challenge of making new and growing businesses work. His career started in the military, where he became an expert in information technology, eventually forming his own managed services company. Through that experience, he discovered the formula for businesses and learned that entrepreneurs are good at what they do but struggle to build a business. Connect with Joe on their website.

Featuring: Jenny Plant, Account Management Skills In episode 123, I sit down with Jenny Plant, founder of Account Management Skills, to talk about why strong account management is the secret weapon for agency growth. Drawing on over 25 years of experience on both the agency and client side, Jenny shares how she helps account managers develop the skills, confidence, and mindset to grow accounts without feeling “salesy.” We discuss the challenges of hybrid AM/PM roles, how to spot rising account management stars, and why curiosity and relationship skills often outweigh industry knowledge. Jenny also dives into her “Four P’s” of AI for account managers—Productivity, Personalization, Prescribe, and Predict—showing how technology can boost proactivity and client value. We wrap with insights on setting growth targets, charging for account management, and building a culture that celebrates account wins as much as new business. Key Bytes • Account growth starts with training AMs to be proactive, not just reactive service providers • Hybrid AM/PM roles often fail to drive growth because delivery takes priority over development • Curiosity and relationship skills can be more valuable than industry expertise • AI can help AMs be more productive, personalize interactions, prescribe solutions, and predict client needs • Co-creating growth targets with AMs boosts buy-in and accuracy • Celebrating account growth fosters a culture where client retention and expansion matter as much as net new business Chapters 00:00 Introduction to Jenny Plant & Account Management Skills 02:20 Why sales training is vital for account managers 04:16 The challenge of hybrid AM/PM roles in driving growth 08:58 Traits of successful account managers 11:32 Hiring AMs from outside the agency world 13:14 Jenny’s Four P’s of AI for account managers 18:19 Proactivity and presenting ideas to clients 20:38 Co-creating account growth targets 22:55 Charging for account management services 24:36 How many accounts can one AM manage effectively? 28:15 Creating a culture that celebrates account growth Jenny Plant is the founder of Account Management Skills a training company helping agency account managers retain client relationships and grow accounts. Jenny has over 25 years in agency account management and has also worked client-side in marketing for an international airline and pharmaceutical company. Her account management training programmes blend proven client growth methodologies with the integration of AI tools, helping agencies stay relevant, efficient, and proactive. She also hosts the Creative Agency Account Manager Podcast, where she shares insights and interviews to elevate the agency-client relationship management standards across the industry. Connect with Jenny on their website.

Featuring: Arielle Cohen, Business 411 In episode 122, I sit down with Ariel Cohn, founder of Marketing 411 and CMO of Business 401, to talk about how she scaled a multi–seven figure agency by going all-in on the roofing niche. Ariel shares why niching transformed their operations, how they built scalable systems and sister companies to serve the industry, and why embracing AI and virtual teams has been key to their growth. We also dive into the mindset shifts required to build an agency that supports your lifestyle — instead of running you into the ground. Key Bytes • Niching down creates clarity, repeatable systems, and faster scaling opportunities • A sister company approach can build trust and open new revenue streams • Retainer-based models help stabilize cash flow and increase profitability • Virtual teams and offshore talent can boost efficiency without sacrificing quality • Embracing AI is no longer optional — it’s essential for agency survival and growth Chapters 00:01 Intro and Ariel’s background in roofing marketing 01:12 From generalist to roofing specialist: why niching was key 04:44 Myths about niching and lessons from going all-in 07:32 Defining the ideal client profile and setting minimums 09:00 Early challenges and focusing on revenue first 12:34 Building two complementary companies for growth 16:22 Leveraging virtual teams, overseas talent, and AI for scale 19:07 Retainer models vs. one-off projects for stable growth 20:29 Staying hungry and setting bigger goals 23:18 Embracing AI and adapting to industry change 25:10 Rapid fire: worst advice, daily habits, and explaining her job to a 5-year-old Arielle Cohen is the Co-Founder of Marketing 411 and CMO of Business 411. With over a decade of experience in marketing, she has mastered the art of growing a Multi 7 Figure Agency through building a scalable and efficient operation. As the company grows, her focus has shifted to optimizing her time and building a dream company that supports her vision and lifestyle—without letting the business take over. Connect with Arielle at marketing411.com, business411.com, or @arielleCEO on social.  

Featuring: Shawn Johnston, Forge and Smith In episode 121, I sit down with Shawn Johnston, founder of Forge and Smith and creator of Refoundry—a low-code WordPress platform that’s transforming how agencies build and deliver websites. We talk about how Shawn cut delivery time by 70%, turned profit margins around using the Profit First method, and transitioned his agency toward a scalable, productized model. He shares insights on navigating developer pushback, balancing client empowerment with agency control, and preparing for evolving tech shifts like AI in web development. Whether you’re struggling with project bottlenecks, shrinking budgets, or scaling challenges, Shawn’s story offers a clear path forward for building smarter, more profitable systems. Key Bytes • Refoundry cut Forge and Smith’s development time by 70%, transforming profitability. • Adopting Profit First changed their approach to pricing and overhead limits. • Client empowerment through low-code builds loyalty and drives referrals. • Transitioning leadership allowed Shawn’s team to grow into bigger roles. • Technological shifts (like Webflow and AI) demand constant agency adaptation. • Productizing an internal tool opened new revenue streams beyond services. • Balancing developer pride with client needs is critical for successful adoption. • Early lessons in print taught Shawn to anticipate and embrace industry change. Chapters 00:01 Introduction to Shawn Johnston and Forge and Smith 02:11 Moving from freelance to full agency and early challenges 04:39 Implementing Profit First and shifting to scalable systems 06:38 Why Refoundry: Bringing low-code to WordPress 08:22 Cutting development time and improving project profitability 11:23 Developer pushback and prioritizing client empowerment 14:44 Evolving Refoundry into a product for other agencies 17:03 Transitioning leadership and building team collaboration 24:17 Preparing for tech shifts like AI and staying nimble in delivery 28:30 Rapid fire questions and final reflections Shawn Johnston is the founder of Forge and Smith, a digital agency that’s launched over 500 websites in the past 13 years. After hitting the usual delivery bottlenecks and burnout cycles, he built Refoundry—a low-code platform for WordPress that helped his team cut build times by 70% and scale without sacrificing quality. Now he’s on a mission to help other agencies streamline delivery, boost margins, and build systems that actually work. Contact Shawn on Forge and Smith or Refoundry.