The Agency Profit Podcast

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.

David Tobin, a mergers and acquisitions expert specializing in exit planning, shares his journey from a college entrepreneur to the founder of Tobin Leff. He delves into various exit strategies, including management buyouts and sales to strategic buyers, emphasizing the importance of strategic planning. The conversation highlights how current economic conditions affect M&A activity, and the impact of firm performance on equity value. David also stresses the need for a clear growth vision and strategic investments to enhance business value.

Points of Interest02:02 – 02:20 – Ryan's Framework: Marcel explains how Ryan Tansom's "Independence by Design" framework has transformed his view on his own business.03:32 – 05:03 – Owner-Operator Challenges: Ryan describes the challenges of owner-operators and the importance of achieving true independence through sustainable business practices.05:09 – 06:47 – Systems for Independence: Ryan highlights various systems (EOS, scaling up, OKRs) that help owner-operators achieve freedom of time and money.08:13 – 09:19 – Understanding the Game: Ryan discusses the importance of understanding the true purpose of one's business and aligning it with personal goals.13:33 – 15:32 – Reverse Engineering Goals: Ryan and Marcel discuss the importance of reverse engineering lifestyle goals to determine necessary financial outcomes from the business.25:12 – 26:26 – Importance of Good Cash Flow: Ryan explains that good cash flow is essential for independence and attracting buyers, and how interest rates and the lending environment affect valuations.26:32 – 27:29 – Third-Party Sale Validity: Ryan highlights the validity of third-party sales and the importance of having a clear plan, whether it's raising money, scaling up, or focusing on cash flow.27:36 – 29:08 – Debt Service and Business Worth: Ryan and Marcel discuss calculating the business worth based on the debt it can service from its free cash flow, providing a rule of thumb for business valuation.29:14 – 30:21 – Choosing Your Game: Ryan emphasizes the importance of choosing the right game for your business and aligning your decisions with your personal and business goals.30:27 – 31:06 – Surround Yourself with the Right People: Ryan advises surrounding yourself with people who understand your goals and can provide relevant advice based on the game you are playing.31:12 – 32:10 – Influencing Decision-Making: Ryan and Marcel discuss how different business goals influence decision-making, using examples like hiring a legal firm or implementing an ERP system.Show NotesConnect with Ryan through:LinkedInTwitterYouTubeWebsiteIndependence by DesignLove the PodcastLeave us a review here.