The Deep Specialization™️ Podcast

Join Corey Quinn and Alex Melen—Co-Founder of SmartSites—one of America’s fastest-growing digital marketing agencies. Alex shares how SmartSites has maintained 35% year-over-year growth since 2011 by investing in employee satisfaction, reputation management, and long-term marketing strategy. They discuss what it really takes to scale a service business—how to grow without losing culture, when to specialize (or not), and why reputation is your most valuable asset. Alex also shares how AI is reshaping agency work and the strategies SmartSites uses to stay ahead in an increasingly competitive market. Episode Highlights: - The 35% Growth Playbook — How SmartSites scaled fast without burning out their team. - The Reputation Metric Most Agencies Ignore — And how it quietly drives client retention and referrals. - Why Profit Isn’t Everything — The counterintuitive reason SmartSites puts growth first. - The Hidden Cost of Rising Ad Prices — And what your agency should do to stay ahead. - Generalist vs. Specialist — The surprising truth about what actually wins more business. - AI’s Double-Edged Sword — How to embrace automation without sacrificing quality. - Writing the Book on Agency Growth — Why putting your ideas on paper might be your next smartest move. - Employee Happiness as Strategy — How culture became SmartSites’ secret weapon. - The Sales Mindset Shift — What Alex changed to close better clients, faster. - When to Say No — Why turning down the wrong clients fuels long-term success.   The resources mentioned in this episode are: - Visit Alex Melen’s website: https://www.alexmelen.com - Check out SmartSites: https://www.smartsites.com  - Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexmelen - Follow him on Instagram: https://www.instagram.com/alex.melen  - Connect on Facebook: https://www.facebook.com/alexmelen - Follow him on X: https://x.com/amelen - Disney Institute: https://www.disneyinstitute.com  - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media.

Join Corey Quinn and Alyson Caffrey—Operations Strategist & Founder of Operations Agency—to uncover the systems and strategies that fuel sustainable agency growth. Known for helping founders escape the chaos of day-to-day operations, Alyson has spent the past 8 years streamlining backend ops for agencies, small and large. Together, they dive into the operational foundations every agency needs: from lead generation and fulfillment systems to time tracking, delegation, and performance measurement. Alyson shares why operations don’t have to stifle creativity—and how a few key shifts can help agency leaders reclaim their time, scale smarter, and make a bigger impact both in business and at home. Episode Highlights: - Who Really Owns Operations? — Why most agency founders are unknowingly holding back their own growth. - The System Every Agency Skips — And how it could be the key to sustainable, stress-free scaling. - Time Tracking Isn’t About Control — It’s about profit, performance, and clarity. - Creativity vs. Structure? — Why SOPs actually unlock more creative freedom, not less. - The Sales Cycle Blind Spot — What most agencies miss when planning for growth and cash flow. - Lead Gen Is Not a Guessing Game — The framework for building a predictable client pipeline. - Delegation Without Drama — How to step out of the weeds without dropping the ball. - AI in Agency Ops — How to start integrating AI where it actually moves the needle. - The Founder Bottleneck — Why your agency can’t scale until you let go of this one thing. - The Metric That Matters Most — Why leading indicators beat lagging ones every time.   The resources mentioned in this episode are: - Work with Alyson Caffrey & Book her for speaking: https://www.alysoncaffrey.com/media - Connect with Alyson on LinkedIn: https://www.linkedin.com/in/alysoncaffrey  - Follow her on Instagram: https://www.instagram.com/alycaffrey  - Learn more about Operations Agency: https://www.operationsagency.com  - "The Motive" by Patrick Lencioni: https://www.tablegroup.com/product/themotive - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media.

In this engaging discussion, Azim Nagree, Head of M&A at Herringbone Digital, dives into the critical aspects of buying and selling digital agencies. He reveals why specialization can drastically boost your agency's valuation. Azim emphasizes the importance of strategic communication during transitions and how AI is reshaping agency landscapes. He also shares insights on due diligence dealbreakers, financing options, and the essential metrics that can make or break a sale, providing valuable tips for agency owners at any stage.

What would happen if you allocated  at least 5% of your agency’s revenue to innovation? Join Corey Quinn as he chats with Jon Morris—CEO/Chairman of Fiscal Advocate—about the essential role of innovation in scaling digital agencies. Drawing from his success building and advising high-growth firms, Jon shares how agencies can stay competitive by prioritizing innovation, defining their ideal client, and allocating resources wisely—even on a tight budget. From AI and client experience to specialization and gross margin, this episode breaks down the key metrics and mindset behind smarter, faster growth.  Whether you're running a large agency or a small team, this episode is full of practical strategies you can implement today to drive real results. Episode Highlights: - The #1 Investment Most Agencies Ignore — And why skipping it could be stalling your growth. - What Top Agencies Know About Their Ideal Clients — This simple shift changes everything. - AI: Friend or Foe? — The surprising ways it’s already reshaping client experiences. - The Secret to Building a Team That Actually Innovates — It’s not what you think. - How to Measure Innovation — And why most agencies get it completely wrong. - Why 5% Could Be Your Magic Number — And what happens when you commit to it. - A Quiet Shift in How Services Are Designed — Few are noticing, but it’s changing the game. - The Metric You’re Probably Overlooking — It’s simple, powerful, and easily forgotten. - The Real Reason Specialization Fuels Innovation — And how to tap into it. - Innovation on a Budget? — Yes, it’s possible. Learn how small teams are doing big things. - What Happens When You Start Rewarding the Wrong People — And how to fix it fast. - The 4 Metrics That Matter Most — Everything else might just be noise!   The resources mentioned in this episode are: Check out Fiscal Advocate’s strategic planning and FP&A services: https://www.fiscaladvocate.com Learn about Jon’s business intelligence company, EngineBI: https://enginebi.net Connect with Jon Morris on LinkedIn: https://www.linkedin.com/in/jonmorrisramsayinnovations  Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Join Corey Quinn and Nick Petroski, Founder of Promethean Research, as they dive into the 2025 Digital Agency Report. Discover key trends shaping agency growth—from specialization and service expansion to AI integration and value-based pricing. Packed with data-driven insights, this episode explores how agencies can navigate economic shifts, staffing changes, and increasing sales complexity to stay competitive and profitable in a rapidly evolving landscape. Promethean Research is the leading research firm covering the digital agency industry. Since 2015, Jonathan has helped over 100 digital agency owners better understand their industry and chart more effective paths to success. Tune in to be one of them! Episode Highlights: - The Power of Specialization: Why niche-focused agencies are outpacing generalists in growth and profitability. - Smart Service Expansion: How to scale offerings without diluting your agency’s core value. - Targeting Larger Clients: The benefits and complexities of moving upmarket. - Sales Complexity & Strategy: Adapting your sales approach based on client size and expectations. - Value-Based Pricing: Unlocking better margins by shifting away from hourly billing. - AI as an Operational Edge: How agencies are integrating AI beyond just copywriting and coding. - Flexible Staffing Models: The rise of contractors and remote teams for greater agility. - Data-Driven Decision-Making: Why insights, not instincts, should guide agency growth. - Workforce Trends: How hybrid work and strategic positioning attract top talent. - The Future Agency Model: Smaller, specialized, and more profitable.   The resources mentioned in this episode are: - Buy the State of Digital Services 2025 Report: https://bit.ly/4jlt6pw  - Connect with Nicholas Petroski on LinkedIn: https://www.linkedin.com/in/nicholaspetroski  - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media.

Wondering how AI can help your agency boost efficiency, streamline operations, and scale smarter? In this episode, Corey Quinn welcomes Khushbu Doshi, Chief Operating Officer at E2M Solutions, to explore the real impact of AI on agency growth. You’ll learn E2M’s proven approach to white label services and how agencies can leverage AI to automate tasks, enhance productivity, and empower teams. They also address ethical concerns around AI and data safety, as well as E2M’s new Fractional AI Consultant designed to help you integrate AI effectively. If you’re an agency owner ready to embrace AI and scale more efficiently, this episode is for you! Episode Highlights: - White Label Growth Strategies: How E2M helps agencies scale without adding overhead. - AI as a Productivity Booster: Why AI should be seen as an enhancement or advantage, not a job replacement.  - Automating the Right Tasks: Identifying redundant processes to streamline agency operations.  - Building Objective Task Agents: How AI-driven workflows can improve efficiency and decision-making.  - Personalization Through AI: Creating detailed client profiles to deliver tailored experiences.  - Empowering Teams to Use AI: How to encourage your staff to explore and implement AI solutions (and who’s best-suited to use AI).  - Measuring AI Success: Using time-to-value and productivity metrics to track AI impact.  - The Importance of Structured Data: Why organizing data correctly is key to AI effectiveness.  - Fractional AI Services: How E2M is making AI adoption more accessible for agencies.   The resources mentioned in this episode are: - Connect with Khushbu Doshi on LinkedIn: https://www.linkedin.com/in/khushbu-doshi-bb08a267  - Hire E2M’s Fractional AI Consultant: https://www.e2msolutions.com/fractional-ai-consultant-for-digital-agencies  - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Product-Led vs. Sales-Led Growth: Which model is right for your agency? In this episode, Corey breaks down the key differences between product-led growth (PLG) and sales-led growth (SLG) for agencies. Learn how each approach impacts scaling, client acquisition, and long-term success—and why specialization is the secret to standing out in a crowded market. Whether you're building self-serve solutions or relying on high-touch sales, this conversation will help you choose the best strategy for sustainable growth. Here’s what we cover in this episode: - The Founder-Led Sales Trap: Why many agencies rely on the founder’s reputation and referrals, and how this limits long-term growth. - Master Your Vertical: How to build a better product, better client experience, attract better clients, and charge more. - When to Make the Shift: Signs that an agency needs to transition from product-led to sales-led growth for sustainable scaling. - Building a Predictable Sales System: Steps to transition from founder-driven sales to a repeatable, team-driven sales process. - The Role of Specialization in Scaling an Agency: Why narrowing focus and refining expertise can help agencies break out of stagnation. - Gift-Based Outbound: The simple method Corey uses to establish trust and book more sales calls with high-value prospects.   Bottom Line: - Strengths and Weaknesses of a Product-Led Agency: Strong client relationships, high retention, but limited scalability and founder dependency. - Strengths and Weaknesses of a Sales-Led Agency: Scalable growth, predictable revenue, but higher costs and potential sales-delivery misalignment. “As you begin to build expertise in the market serving that vertical market, you’ll be able to build a better product, a better experience for your clients… then you’ll be able to attract better clients and charge more.” - Corey Quinn   The resources mentioned in this episode are: Escape the generalist trap with Corey's best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media.

In this episode, Corey Quinn is joined by Sara Hardwick, Community Relationship Specialist at the Giftology Group, to discuss the powerful principles from John Ruhlin's new book, "Beyond Giftology." Sara shares insights on building strategic relationships that drive business growth and how to create systems that turn connections into powerful referral sources. Episode Highlights: The Power of ROR (Return on Relationship): Learn how investing in relationships can take your business places traditional marketing can't reach  Relationship Partnership Training System: The step-by-step approach to transform connections into champions and referral partners  Clarity Conversations: How to effectively communicate what you do, who you serve, and set partners up for successful referrals  "Harmless Starters": Techniques to naturally begin conversations that can lead to business opportunities without being pushy  DOVing (Demonstrations Of Value): Low-cost, high-impact ways to demonstrate value in relationships  TAP Meetings: Implementing systematic "Talk About Partners" meetings to ensure relationship-building becomes habitual Strategic Gifting Principles: Why it's not the thought that counts, but the "thoughtful thought" that makes a difference  Gift Personalization: How personalized touches like engraving, videos, and handwritten notes elevate the impact of gifts  Scaling Relationship Marketing: How larger organizations can implement these strategies company-wide  Gifting Benchmarks: Recommendations on frequency (max 3 gifts per year) and budget (5-15% of net profit from referrals)    The resources mentioned in this episode are: - Connect with Sara Hardwick on LinkedIn: https://www.linkedin.com/in/sarahardwick - Email Sara:  info@giftologygroup.com   - GIFT∙OLOGY: https://giftologygroup.com  - Beyond Giftology (John Ruhlin’s final book): https://www.beyondgiftology.com  - Giftology by John Ruhlin: https://www.amazon.com/Giftology-Increase-Referrals-Strengthen-Retention/dp/1732095604/ref=sr_1_1?ie=UTF8&qid=1542737227&sr=8-1&keywords=GIFTOLOGY  - Join R.I.C.H. Relationship Society: https://giftologygroup.com/rich-relationships - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Are you constantly putting out fires in your agency instead of strategically growing it? In this episode of the Deep Specialization podcast, Corey Quinn welcomes Karl Sakas, known as "the agency therapist" who helps agency owners work less, earn more, and reward their best team members. Karl discusses his new book, "Calm the Chaos: 10 Ways to Run a Better Agency," which offers practical strategies for agency leaders looking to create better work environments, improve team morale, and achieve sustainable growth. Episode Highlights: Transitioning from Doer to Leader: Karl shares insights on how agency owners can effectively shift from being hands-on doers to strategic leaders, explaining the six key agency roles and which ones to delegate first Finding Your #2: Strategies for identifying, developing, and properly compensating your agency's second-in-command The Desire-Competence-Capacity Framework: How to identify potential leaders using this practical Venn diagram approach Streamlining Meetings: Practical tips for reducing meeting bloat and making gatherings more productive The Assistant Effect: Why hiring a reliable assistant is crucial for agency owners and how to find the right one The resources mentioned in this episode are: Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  Connect with Karl Sakas on LinkedIn: https://www.linkedin.com/in/karlsakas/  Free resources for agencies from Karl Sakas Calm the Chaos book, including free sample chapter (available via Amazon worldwide) Work Less, Earn More book, including free sample chapter (available via Amazon worldwide) Save $150 on "Control (and Maximize) Your Agency Exit" training, with discount code COREYQUINN at checkout Save $100 on "How to Stop Scope Creep" training, with discount code COREYQUINN at checkout 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media. #agencygrowth #agencylife #niche #marketingagency #deepspecialization #podcast

In this episode of Deep Specialization, host Corey Quinn sits down with Ned McPherson, Chief Growth Officer at Power Digital and founder of Endrock Growth and Analytics. Ned shares how he turned a side hustle into a 120-employee agency, scaled it organically through conversion rate optimization (CRO), and sold it to a private equity-backed firm in just four years.  Discover the secrets to his rapid growth—zero salespeople, 100% referrals, and a laser focus on delivering results. Ned also reveals why he rolled equity into Power Digital, the power of product-market fit, and his top advice for agency owners eyeing an exit.  Packed with insights on specialization, client retention, and navigating acquisitions, this episode is a must-listen for agency leaders ready to scale smart. Episode Highlights: - Scaling Through Specialization: How focusing on conversion rate optimization helped Endrock Growth scale to 120 employees before acquisition. - Winning with Data: Why analytics-driven marketing is the key to improving conversion rates and optimizing performance. - The Power of Responsiveness: How organization and quick client communication set agencies apart in competitive markets. - Strategic Acquisitions: What agency owners need to know before selling—and how to ensure cultural fit in M&A deals. - Providing Value for Free: How offering complimentary audits and insights can accelerate agency growth and client trust. Key Insights: - Use Data to Drive Growth: A strong analytics foundation helps agencies make informed decisions and improve client results. - Stay Financially Vigilant: Keeping a close eye on profitability and cash flow is essential for long-term agency success. - Client Experience Matters: Fast response times and clear organization can make or break your agency’s reputation and retention. - Prepare for the Future: Whether scaling or selling, having a clear vision and strategy ensures your agency stays on the right track.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Power Digital Marketing: https://powerdigitalmarketing.com - Check out Endrock Growth & Analytics: https://endrock.software - Connect with Ned on LinkedIn: https://www.linkedin.com/in/ned-macpherson-3029a120 - The Evolution of Agency M&A: Why Specialists Command Higher Valuations with Todd Taskey: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2148948977 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.