Agency leaders have some of the most important roles in the agency. They’re key team members supporting the agency owner in the agency’s day-to-day operations and taking on roles that allow the agency owner to focus on business development and other key tasks. The truth is, it can be a lonely position. As agency owners, we need to consistently work on being more supportive to these key leaders — whether they’re our COO, creative directors, department heads, account leads, or even the company president. These positions are mission-critical and will support the long-term growth and success of the agency all the way to its succession. So naturally, it’s our job to create opportunities for growth, career development, and constructive feedback that support our agency leaders to be better at their jobs. This episode is a great one to sit down with your agency leaders and go through the different points we discuss so you can learn what opportunities you and your agency leaders can create together for their continued growth and development. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Which agency leader positions typically qualify for leadership peer groups Why Del found value in sending his agency leaders to peer groups at least twice per year How agency peer groups help agency leaders feel less lonely in their positions Why money isn’t always the solution to keeping agency leaders happy The value of mentoring and coaching leaders, and how to structure time for it How to give your agency leaders more autonomy in their roles The importance of workshops, peer groups, and other leadership training opportunities Helping your agency leaders grow in their roles within the agency How agency leaders want feedback presented to them

Emily Shapiro and Robin Boehler from Mercer Island Group share their expertise on improving agency proposals. They discuss common mistakes that agencies make and emphasize the importance of client-centric approaches. Crafting compelling narratives and focusing on clarity can transform proposals into winning pitches. They advocate for tailored bios and thorough client research, ensuring that agencies resonate with prospective clients. Engaging in workshops can also enhance proposal writing skills, setting agencies up for success.

When I was an agency employee, I admittedly hated being told what to do or how to do it. So naturally, systems and processes really rubbed me the wrong way. Now, as an agency owner, I’ve learned to embrace the same systems and processes I used to rebel against because I know they help me run my agency better. Despite how constricting they can feel at first, they’re there to help you get a zoomed-out look at how your agency is running and collect data on how to make strategic improvements. For Misty Larkins, systems and processes have really helped her grow and scale her agency from 4 employees, to just over 20. This week, she’s joining us to share how she and her team started documenting systems and processes from ground zero to get them the well-oiled machine they have today. Even if you hate the idea of systems and processes, they can really be helpful in the case that you lose a top employee or have someone essential out sick for a month or two. So join us to discover what Misty learned about establishing systems and processes in her agency and how we can do it, too. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: What it looks like when you have no documentation of systems and processes Starting to define your processes from ground zero Implementing tools and project management software after establishing a baseline Having a person or team take ownership of documentation Making changes stick with your team Knowing when the established systems and processes are scalable Balancing the desire to be creative and innovative with following systems and processes Setting expectations about what success looks like in the agency Creating an environment for employees to learn and grow

Matthew Kimberley, an expert in helping agency owners find right-fit clients, shares insights on building authentic relationships aligned with agency values. He introduces the 'Red Velvet Rope Policy' to clearly define ideal clients. Kimberley emphasizes the importance of nurturing relationships and maintaining trust in client interactions. The discussion includes strategies to avoid lowering standards for tough times, ensuring agency owners can focus on clients who truly excite them while fostering connections that drive sustainable growth.

Every agency should be able to run at 20% profitability on a consistent basis. But as agency owners, sometimes we get in our own way and become the bottleneck to our agency growth. For this week’s solocast, I’m breaking down the five biggest things agency owners do to stifle their agency’s growth. Whether it’s not being able to get out of the day-to-day operations, or not trusting what your numbers are telling you, these are all things most agency owners encounter at least once while growing and scaling the business. The good news — you’re not alone. These five issues are very common. The bad news — they can be a tough pill to swallow and difficult to course correct once you realize what’s happening. This episode will give you a detailed guide to recognizing these common patterns and behaviors for agency owners and what to do to get your agency back on the path to growth and profitability. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. In This Episode: Why doing everything your way won’t work forever The impact of this on agency growth and profitability The importance of documenting SOPs and systems and processes and updating them regularly How to start documenting SOPs if you don’t do this already Why serving clients instead of the agency will leave you stuck The 3 S’s of growing an agency Why you need to listen to what your numbers (AGI) are telling you Prioritizing performance-based growth over selling on personality or individual reputation

For many agency owners, sales is a necessary evil. For others, it’s your natural gift, and you look forward to doing it. Either way, you can always benefit from making it easier and better for you. One of the biggest benefits we cover in today’s episode is shortening the sales cycle. Many agencies struggled with elongated sales cycles last year, but that doesn’t need to become par for the course. Stephen Steers joined me on the podcast to teach us how storytelling in sales is one of the most effective ways to make sales faster and easier. He shares a ton of nuggets of info from understanding why people buy, why agency owners need to stay in contact with prospects (and how), and how to use storytelling to catch the attention of prospects and keep them interested. The bottom line is sales doesn’t have to feel icky. By embracing storytelling, you can build trust, forge deeper connections, and get prospects excited to work with you. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Why founders and agency owners should aim to fire themselves from sales The Magnificent 7 reasons why people buy Maintaining relationships with prospects throughout the sales cycle What is storytelling in sales? Unlocking urgency for prospects 4 questions to ask yourself before telling a story to a prospect Why storytelling is so effective and what we get wrong about it Preparing for 3 types of objections from prospects The AREA Framework

Tom Webster, an expert in audience engagement and thought leadership in podcasting, dives deep into what makes a podcast truly resonate. He emphasizes that simply having a podcast isn't sufficient; engagement must be earned. Listeners will learn about the importance of understanding audience needs and how to craft compelling narratives. Tom discusses common pitfalls podcasters face, like poor editing and unclear roles, and offers strategies for gathering insightful feedback to foster loyalty and enhance the listener experience.

As agency owners, we’re always looking for ways to improve our business development strategies and stand out in a crowded marketplace. This week, I’m flipping the script and sharing an episode where I was a guest on Susan Quinn’s podcast, Better Experiences by Design. Susan asks some great questions to help get to the bottom of the two main biz dev strategies modern agencies can count on today — niching and thought leadership. Doing these two things can transform your agency’s growth trajectory. We cover several key components, including how to leverage thought leadership effectively, why niching down is crucial for agency success, and how to overcome the fear of narrowing your focus. We also explore common mistakes C-Suite executives make in marketing their own firms, the importance of consistency in business development efforts, and how to identify and attract “right-fit” clients for your agency. Success in agency biz dev today is about being consistently interesting and relevant to your ideal clients over time. By focusing on your expertise, generously sharing your knowledge, and staying top-of-mind, you’ll be the natural choice when prospects are ready to buy. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: How thought leadership is a critical part of biz dev What clients should think about when hiring an agency The riches are in the niches — narrowing your focus Knowing when you’ve narrowed your niche enough Why referrals aren’t the best way to grow your agency What does a right-fit client look like? Taking advantage of AI as an industry disruptor Bettering your best with constant learning

Xenia Muntean, an accidental agency owner turned software entrepreneur, shares her insights on transforming agency operations. She discusses the delicate balance between creativity and structure, revealing how early client involvement can enhance workflows and boost profitability. Xenia reflects on her journey of developing Planable, a tool designed to streamline collaboration, and emphasizes the need for agencies to adopt modern processes. With the role of AI increasingly pivotal, she explores strategies for agencies to evolve and thrive in a competitive landscape.

Drew McLellan, a seasoned expert with over 30 years in the advertising industry, discusses the critical role of trust in agency sales. He highlights how agency owners can leverage client referrals to make sales easier. Drew shares four essential strategies, including the power of community and ethical engagement to build stronger client relationships. He also explores the significance of social proof and emphasizes that genuine helpfulness can lead to effortless sales. Tune in for valuable insights on navigating the sales landscape!