The Agency Profit Podcast

Chris DuBois, a seasoned coach and founder of Dynamic Agency OS, shares invaluable insights for agency leaders. He introduces the Prism Model for evaluating business ideas, emphasizing the importance of identifying problems worth solving. DuBois warns against service saturation that can harm profitability and discusses the critical need for agencies to niche down by focusing on specific problems rather than just services. He also highlights the value of unique points of view and presents frameworks to balance efficiency with innovation in agency practices.

Points of Interest00:01 – 01:00 – Introduction to Data Systems: Marcel introduces the episode’s focus on designing data systems that empower agencies and businesses to make data-driven decisions with clarity and alignment.01:00 – 02:30 – Why Agencies Struggle with Data: Marcel explains why many agencies face challenges in getting value from their data, often due to incorrect frameworks and a lack of process around data management.03:00 – 04:20 – The Pendulum of Tools: Marcel discusses how agencies often swing between using specialized tools and all-in-one platforms, creating unnecessary change management that doesn’t solve core data issues.05:00 – 06:15 – Outdated Billing Models in Agency Systems: Marcel explains how traditional agency frameworks assume time-and-materials billing, which isn’t suitable for many agencies today that use retainer or project-based models.07:30 – 08:45 – Misconception: Data Problems are Tool Problems: Marcel describes how agencies mistakenly frame data issues as tool problems, leading to constant tool changes without solving underlying issues.09:15 – 10:45 – Introduction to the Core Framework: Marcel introduces the three key elements for a high-functioning data system: data, framework, and process, with each playing a unique role in creating reliable insights.11:30 – 12:45 – The Four Essential Data Sets: Marcel explains the four critical types of data needed: finance, people, projects, and time, and why these are fundamental to any data system.13:00 – 14:30 – Framework: Metrics, Formulas, and Relationships: Marcel breaks down the importance of a clear framework to define which metrics to track, their formulas, and how they relate to each other and the business.15:30 – 17:00 – Challenges with Data Hygiene and Consistency: Marcel highlights the need for a process to maintain clean data and handle changes in structure, such as renaming teams or changing project codes.17:15 – 18:45 – Importance of Change Management in Data Systems: Marcel emphasizes that change within the business, like adding new services or tools, can disrupt data systems, requiring adaptable frameworks.19:30 – 21:00 – Realistic Expectations for Automation: Marcel cautions against fully automated data reporting, explaining that human oversight is essential for data hygiene and quality, even with AI assistance.22:00 – 23:45 – Cadences for Accurate Reporting: Marcel discusses the need for regular cadences, such as weekly time tracking, to ensure data accuracy and completeness before analysis.24:00 – 25:45 – How Parakeeto Helps Agencies with Data Management: Marcel concludes by inviting agencies to reach out if they need support with data frameworks and processes, emphasizing that Parakeeto’s approach can save agencies time and improve profitability.Show NotesConnect with Marcel:Connect with Marcel via LinkedInAgency Profit ToolkitThe Parakeeto Foundations CourseLove the PodcastLeave us a review here.

Points of Interest00:01 – 00:42 – Introduction to Guest: Marcel introduces Dr. Kristian Alomá, PhD, an expert in narrative psychology and author of Start With the Story, to discuss the power of storytelling in agency service design.00:48 – 01:14 – Background on Narrative Design: Kristian introduces his agency, Threadline, and explains narrative design as applying storytelling principles to branding, marketing, and business strategy.01:52 – 02:18 – What is Narrative Psychology? Kristian describes narrative psychology as the study of how people make sense of experiences through storytelling, emphasizing its importance in understanding client relationships.03:10 – 04:20 – Power of Storytelling: Marcel and Kristian discuss how storytelling resonates with both logical and emotional thinking, making it a powerful tool in sales and brand connection.05:38 – 06:30 – Changing Agency Landscape: Kristian explains how agency success has shifted from mere service delivery to forming meaningful client relationships that support brand values and identity.08:27 – 09:30 – Beyond Behavioral Marketing: Kristian discusses moving from a behavior-driven marketing approach to one focused on narratives that align with both client goals and agency values.10:23 – 11:33 – Client Relationships Across Career Stages: Kristian highlights the importance of adapting agency services to fit the evolving needs of clients as they grow from entry-level to executive roles.11:47 – 12:40 – Differentiation in a Specialized Market: Marcel and Kristian talk about how understanding clients’ unique stories allows agencies to differentiate in an increasingly specialized market.15:08 – 16:15 – Hero’s Paradox: Kristian explains the concept of the “hero’s paradox,” where placing the client as the hero ultimately strengthens the agency's role as a trusted partner.18:50 – 19:18 – Identifying Client Struggles: Marcel asks Kristian for tactical advice on understanding client struggles, which Kristian breaks down through his STORY framework.19:17 – 20:25 – Introduction to the STORY Framework: Kristian outlines his framework: Struggle, Tools, Objectives, Rewards, and Yearning (STORY), as a guide to designing client-centered services.23:29 – 24:45 – The Importance of Understanding Struggles: Marcel and Kristian discuss the importance of going beyond surface-level problems to truly understand a client’s struggle for deeper impact.27:39 – 28:32 – Focusing on Individual Challenges: Kristian emphasizes the need to view client challenges from the individual’s perspective within the organization, making service solutions more impactful and personalized.Show NotesBook: Start with the Story: Brand-Building in a Narrative EconomyThreadline: Visit the WebsiteConnect with Kristian A. Alomá:LinkedIn ProfilePersonal WebsiteLove the PodcastLeave us a review here.

In this engaging discussion, Carson Pierce, Parakeeto's head consultant with over 20 years of agency experience, shares his unique journey from daycare owner to project management leader. He tackles common agency challenges, like ineffective resource management and the pitfalls of misused utilization metrics. Carson emphasizes the importance of leveraging accurate data over precise but misleading figures. The conversation highlights the need for structured frameworks in decision-making to maximize client success and navigate operational inefficiencies.

Points of Interest00:44 – 01:55 – Evolution of Duct Tape Marketing: John explains how he developed a structured marketing system that focuses on strategy before tactics, addressing the unique challenges of smaller businesses.02:43 – 03:09 – Growth of the Duct Tape Marketing Ecosystem: John talks about the expansion of his framework, which has now been adopted by over 400 certified agencies and consultants.03:09 – 04:31 – Research on Fractional CMOs: John introduces his latest research on fractional CMOs and the increasing demand for this part-time, high-level marketing leadership role in the industry.05:06 – 06:51 – Solo Consultants vs Larger Firms: John and Marcel discuss how fractional CMOs are typically solo consultants but are also being adopted by larger firms that are shifting toward more strategic offerings.06:51 – 07:46 – Pressure on Agencies: Marcel and John address the challenges agencies face today, including AI-powered competition and offshore services, which force agencies to focus more on strategy and client relationships.08:43 – 10:12 – Insight from Research: John shares key insights from his research, including how offering fractional CMO services enhances an agency’s strategic position, improves client relationships, and increases pricing power.11:48 – 14:40 – Breadth vs. Depth of Experience: Marcel and John discuss the benefits of having broad marketing experience across industries versus being narrowly focused on one niche, and how this diversity brings fresh perspectives to clients.17:20 – 19:09 – The Growing Demand for Fractional CMOs: John highlights how more small and midsized businesses are seeking fractional CMOs for strategic leadership as they recognize the need for high-level marketing guidance.24:32 – 25:46 – Strategic Leadership Without Execution: Marcel and John explore how agencies can focus on strategy and project management while outsourcing execution, allowing for scalability and maintaining high margins.30:29 – 32:16 – Growth of the Fractional CMO Role: John cites research showing that the fractional CMO role has grown by 60% in the past five years, predicting that this trend will continue as more businesses seek part-time strategic marketing leadership.Show NotesLinkedInFacebookInstagramTwitter/XYouTubeLove the PodcastLeave us a review here.

Jason Swenk, founder of Agency Mastery 360, shares his journey from accidentally starting an agency to selling it for eight figures. He discusses the importance of building the right leadership team and the two pivotal 'whos' for growth. Jason emphasizes the need for agency leaders to shift focus from day-to-day management to long-term strategies and team empowerment. He also delves into innovative hiring strategies, highlighting the value of complementary talent and nurturing internal leaders for sustainable agency success.

Ian Garlic, founder of Video Case Story and a video testimonials expert, shares his nearly two-decade journey in marketing. He emphasizes the transformative power of storytelling to enhance client retention and address buyer's remorse. Ian highlights the difference between case studies and case stories, advocating for emotional engagement over mere statistics. He also explains how client narratives not only refine services but can also boost team morale, illustrating the profound impact of authentic client experiences.

Shiv Narayanan, an expert in SaaS marketing and former entrepreneur, discusses his journey in building and selling companies. He emphasizes the power of strategic positioning and its impact on agency valuation. Shiv highlights the importance of focusing on ideal clients for predictable revenue and the benefits of specialization in niche markets. He also shares insights on preparing businesses for exit by ensuring operational efficiency and revenue stability. A must-listen for entrepreneurs seeking to enhance their market appeal!

Points of Interest00:01 – 00:48 – Introduction: Marcel Petitpas welcomes Taylor Welch, a seasoned sales and marketing expert, to discuss aligning sales incentives with client success, sharing insights from Taylor’s extensive experience.00:48 – 01:20 – Background: Taylor Welch introduces himself, sharing his journey from a touring musician to building a portfolio of companies, and the challenges he faced balancing business growth with family life.01:20 – 03:43 – Early Business Struggles: Taylor discusses his initial struggles with scaling businesses, the pitfalls of rapid growth, and the realization that he needed to prioritize both business and family.03:43 – 04:44 – Scaling Challenges: Marcel and Taylor explore the challenges of scaling businesses too quickly, the risks of overextending, and the importance of operational re-engineering.04:44 – 06:30 – Market Cap Concept: Taylor introduces the concept of “market cap” in business growth, explaining how operational inefficiencies can limit scalability and lead to negative consequences.06:30 – 07:46 – Service Industry Risks: Marcel highlights the dangers of selling more services without addressing underlying operational issues, especially in cash-based accounting.07:46 – 08:38 – Sales Philosophy: Taylor outlines his sales philosophy, emphasizing the importance of helping clients make the best decisions for themselves, even when it’s outside their comfort zone.08:38 – 12:01 – Sales Process Alignment: Taylor discusses the alignment between sales, operations, and delivery, and how incentive structures impact client experience and long-term business success.12:01 – 17:11 – Revolving Price Model: Taylor introduces the “revolving price” model, which balances charging what you’re worth while giving more value than expected, and how it influences client retention.17:11 – 21:17 – Client Engagement: The conversation delves into the importance of tracking client engagement and using data points to ensure long-term client satisfaction and retention.21:17 – 29:45 – Tracking Metrics: Taylor and Marcel discuss the significance of tracking key metrics, including customer effort scores (CES) and activity scores, to enhance client experience and predict retention.29:45 – 40:55 – Moral Authority in Sales: The episode concludes with Taylor explaining the concept of “moral authority” in sales, where aligning business incentives with client success ensures sustainable growth and ethical business practices. Taylor also shares his online platforms for further content.Show NotesTaylor’s Website: https://taylorawelch.com/Taylor’s Socials:InstagramX/TwitterYouTubeFacebookLinkedInhttps://linktr.ee/taylorawelchNew Book: Winning at SalesBook: The Exceptional ExperienceLove the PodcastLeave us a review here.

Mark O’Donnell, the leader of EOS Worldwide, shares insights on the Entrepreneurial Operating System (EOS) and its transformative impact on businesses. He highlights the core components of EOS, focusing on how scorecards and data tracking enhance business performance. Mark emphasizes the significance of weekly metrics to swiftly identify issues and the value of concentrating on key metrics to avoid data overload. Additionally, he discusses the challenges of building effective scorecards, stressing the need for clarity and accountability in achieving business goals.