Build A Better Agency Podcast

Like so many other business environments, our industry is one that is undeniably extroverted on the surface. Agency work is collaborative, relational, creative, and dynamic — all attributes that seem to be catered almost exclusively to extroverted individuals. So where does that leave our introverted counterparts? Monica Parkin, my guest for this episode, is not only an award-winning public speaker, an acclaimed author, and an engaging business leader; she’s also a total introvert (a title she wears with pride). Like so many, she used to think that gaining momentum in this industry as an introvert was an uphill battle — that is until she decided to flip those false assumptions right on their head. And now, she’s here to help us do the same. Monica knows firsthand that introverts offer a host of hidden talents and superpowers that are invaluable for all agency teams, talents that are often overlooked or overpowered by the “louder” voices in the room. During our awesome conversation, she reveals what those sup

Today, we’re delving into a topic that’s been on my mind, and on the minds of agency owners in general, for quite some time: employees. No matter where you are or how big your agency is, staffing is a challenge for everyone right now. Every time the subject comes up during my conversations with agency owners, there are two frustrations in particular that bubble to the surface time and time again: It is hard to find and attract qualified agency talent It is hard to retain the qualified and talented people who already work for us To tackle those frustrations, let’s explore several things agencies can do right now to counter the rival opportunities your current team members are being poached and approached with on any given day (and yes, it is happening.) We’re also going to get to the heart of what it takes for agencies to create an environment that is attractive to new employees, and a culture that makes your current team want to stick around — and not just for a year or so. For 30+ years, Drew McLellan has

The last few years have thrown a lot at us — both professionally and personally. While we’ve done our best to navigate all of that unpredictability, many have struggled to not only react to these changes but adapt. As agencies continue to reframe and take stock of where we’re at in this “new normal,” I can’t think of a better time to dive into some impressive research just released in RSW/US’s 2022 New Year Outlook report. RSW/US talked to marketers, CMOs, business owners, agencies, and the people who are seeking out their services to get a diverse and balanced read on how these groups see the world right now — and what they anticipate for what lies ahead. In this episode of Build a Better Agency our guest, Lee McKnight, shares some of the most surprising and invaluable insights uncovered during those conversations. Then together, we break them down into key takeaways and actionable next steps that agencies can take to adapt and thrive in this climate of constant change. Lee is no stranger to the podcast, nor

For an industry that is heavily dependent on effective sales practices, many agency owners are intimidated by the “s” word. It conjures horrible imagery of vacuum salesmen trying to trick people into making purchases they don’t actually want or need. Hiring sales teams might seem like the right step but the results are often disappointing and it’s difficult to pinpoint exactly why. This can turn one of the most important aspects of building a successful agency into the most strenuous aspect. Kevin Snow is dedicated to helping businesses and business owners think through their approach to selling, while also helping them get more comfortable with the process. He believes strongly that shifting from a sales pitch to a simple conversation is key to making the outcome more pleasant and effective on both sides of the table. In this episode of Build a Better Agency, Kevin and I demystify what it means to have a successful sales model. We look at ways to approach sales comfortably, regardless of your personality ty

Business development is a complicated and challenging aspect of agency life for many owners. The same rules that applied when the agency was new no longer apply once it starts to settle into its identity. But what is that identity, and how can it best be leveraged for business growth? And what if you want to shift that identity to better define how you want to be seen and known?   After five episodes talking about the various pieces of the Biz Dev puzzle, this final episode in the mini-series pulls it all together into an action plan. It’s not enough to want to do better; you have to do the work, identify the goals and put an accountability process into place. Here, we’re going to explore specific, tangible steps for making Biz Dev at your agency a success. For example — you might be considering hiring someone to manage your business development. We’ll look at the reality of that route. We’ll also do a short recap of the topics covered in this series, and then we’ll dive into a game plan that starts with divi

Agency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whisper it; you have to shout it from the mountaintops.   Agency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whis

Agency business development has to consider many things when setting goals. There is new business to be found, existing business to expand, and lost business to make up for. It can be difficult to juggle all of this information as the agency owner, but it can be challenging for an agency’s AEs who aren’t clear on how to best leverage their position. Today’s episode continues the series dedicated to improving your biz dev efforts. The first three episodes were focused on you as the business owner, but here in Part 4, we shift the focus to your AEs and helping them grow their book of business and your agency’s bottom line. There are many ways AEs can be better equipped, and it starts with giving them a stronger toolbox. Their outside perspective is a huge asset that is often overlooked, but they first need to understand “agency math” and exactly what you need from them. Their book of business is key to your agency’s success, and only by clarifying, training, and mentoring can they make the most of it. When they

Agencies often pose important questions to our clients in order to help steer them into good decision-making. We talk to them about the need to be findable, to understand the customer’s buying journey, to be helpful to clients instead of selling to them, and being aware of how far prospects are into the buying decision by the time the client is actually aware the prospect exists. We are great at teaching this to our clients, but many agencies aren’t so great at taking their own advice.   Today’s episode is continuing our deep dive into agency biz dev with Part 3 of our series. Building up the previous discussions surrounding niching and the different stages of business development during its lifetime, Drew looks at the 6 kisses of death that undermine biz dev for many agencies and how to avoid them. The conversation explores how successful biz dev often flies in the face of our comfort level. We have to make bold decisions and proclamations in order to own our authority and stand out in a crowded marketplace.

During the lifetime of an agency, how that agency/agency owner approaches business development evolves. In the beginning, an agency’s first clients are people the agency owner knows personally. From there, as the agency matures and grows, it morphs into working with people who have been referred to the agency by happy clients. Many agencies never evolve past this level of business development. It can be challenging to see options for the continuum of business development beyond the normal routine.   Today’s episode is continuing our deep dive into agency biz dev. Building up the previous discussion about the importance of finding a niche, Drew looks at the 5 stages that create the continuum of business development and explains why 85% of agencies never reach the most effective and sophisticated of levels. You get to decide where on the continuum your agency lands. But to make an informed decision, you have to know your options. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an am

As we start to dip our toes into 2022, many agencies have been pretty quiet on the biz dev front for the last 4-6 weeks. By the time we emerge from the holiday hibernation, we’re approaching February and our pipeline is feeling a little weak. I decided to help you jump-start your agency biz dev efforts with a series of podcast conversations just between you and me.   I’ve decided to mix things up a bit. 2022 is my year to shake things up a little and why not start in January? Rather than my usual guest interviews, I’m going to spend this month with you, focusing on helping you take a serious look at how you approach biz dev. Here in episode 1, we focus on something fundamental to many agencies’ success: defining a niche. I’m going to start by looking at why the old-school approach to biz dev no longer works and why selling has evolved into helping. From there, we’ll explore why many agencies approach biz dev backwards and the list of criteria to consider when working to find your agency’s niche. A big thank y

There’s no denying that artificial intelligence isn’t just part of the future, it’s here today. But the concept is overwhelming for many agency owners. It’s hard to know where to begin when you don’t even know what questions to ask or how to find answers, especially when you are already pulled in so many directions every day. Who has time to add learning something as complex as AI to their TO-DO list? After running her own agency and then spending a decade at Content Marketing Institute, Cathy McPhillips joined the Marketing AI Institute earlier this year as the Chief Growth Officer. She comes at AI through a marketing-practitioner’s lens which gives her a more approachable perspective for people who might be curious but confused by AI. In this episode of Build a Better Agency, Cathy and I give a beginner’s overview of the crossroads where marketing meets artificial intelligence. We look at the ways to approach AI, how agencies are using it, and the tools that make dipping your toes in the water manageable,

In response to the changes brought about by the pandemic, many agency owners have turned to fear-based decision-making. Employee turnover and demands coupled with an erratic market and global uncertainty can make things feel out of control. Trying to steer an agency with a vision requires decision-making that might put you at odds with your team so it might feel wise to placate rather than push. But it’s not. In this solocast, we’re going to take a hard look at the fear-based leadership that has come to plague many of us during the challenges of the last few years. I’m going to explain why the fear won’t change the outcome, a couple of universal truths about what it means to run an agency without this fear, the level of decision-making that needs to return to the forefront, and why it’s so important to embrace once again the joys of being an agency owner. There’s no doubt that we live in uncertain, confusing, and scary times but we cannot let these challenges define us as leaders. It’s my hope that this conv

Diversity and inclusion have never been more front and center and the workplace is being called upon to better reflect the world around us, especially by our younger employees and potential employees. Agencies are trying to do their part, but many are feeling lost because they simply don’t know what they don’t know. If we want to continue to attract young talent, we have to crack this code. Over a year ago, brand consultant and marketing specialist Michael Barber published a post about spending time in a high school class talking about careers in our industry and diversity in the workplace. I’ve known Michael for years and knew that conversation was one I’d have loved to eavesdrop on if I could. I decided to bring him on the show so we could all listen in! In this episode of Build a Better Agency, Michael and I have a wide-ranging conversation about what he learned from his discussion with these students. We talk about what they are looking for in potential employers, what Michael believes is a missing piece

When things are going well in our agencies and our personal lives, it’s easy to relax into the comfort of that success. One of the risks of that comfort is missing the signs that trouble is brewing below the surface. There’s a difference between living in fear and anticipating challenges. No one is suggesting we live a life of paranoia where we’re constantly waiting for things to fall apart, but a vigilant approach to life and business can help us steer clear of troubled waters before we’re knee-deep in them. Author Len Herstein started as a consultant in consumer-packaged goods marketing before life took an expected turn that led to him becoming a police officer at age 45. Though these worlds seem vastly different on the surface the through-line he discovered was one about the risks and dangers of complacency. In this episode of Build a Better Agency, Len and I take a deep dive into complacency: how it’s defined, the damage it can do, and why agency owners are among the most susceptible to its dangers. We d

Understanding how clients view the agency relationship is key to making the most of that partnership. Every year since 2014, AMI and Audience Audit have brought you The Agency Edge Research Series to hopefully give helpful insights into what clients and prospects are looking for when working with agencies. The 2020 research correctly indicated that 2021 was going to be very robust for agency business. This year’s study was built to better understand the thinking behind this growth on the client side, in particular how this explosion in engagement affected how they thought about their agency relationships. The Agency Edge Research Series is a collaboration between AMI, Audience Audit, and Dynata. Where other studies focus on industries or the size of client companies, we were interested in how these clients were feeling about a handful of topics. Audience Audit’s Susan Baier is here to give an overview of the 2021 findings. In this episode of Build a Better Agency, Susan and I explain the methodologies used i

Everyone wants to make and have more money but understanding all the available financial options and opportunities can be overwhelming. Many agency owners are juggling debt, income, personal and professional mortgages, and complex investment plans, most of which are managed by advice we were given by our parents when we were young. We’ve heard of ways to use our money to make money, but it all sounds a little impossible to believe. Adam Carroll is one of the nation’s top financial educators and he is here to cut through the confusion and show how viable many of these options really are. Adam is a long-time friend of the Agency Management Institute, and this conversation is his third visit to the podcast and follows his well-received appearance at the Build A Better Agency Summit. In this episode of Build a Better Agency, Adam and I discuss a lot of the available tools and methodologies available for helping people reach financial security and freedom faster and in much bigger ways than might seem possible. W

As part of our succession planning work, we have seen and worked with owners going through every stage of agency life. We’ve seen agencies evolve and dissolve and there are complexities along the way regardless of the journey. One of the most complicated relationships can be between partners, whether that be partners who own and run an agency together, or an agency owner who is transitioning to selling his agency to one or more employees. In this solocast, we’re going to look at the important elements that make a strong partnership agreement. These documents can be created internally or developed with outside guidance but regardless of how it comes together, it must clearly define how all opportunities and challenges will be met as the agency moves forward. Think of it as a prenuptial agreement. You want to write it when things are good and the future is bright so you have a rulebook to turn to when things get difficult. Agency partnership is a thrilling but complicated relationship. If you take the time to

As agency owners and leaders, we all want to succeed at the long game. We plan and work with the hope that it will lead to long-term success. But it can be difficult to hang in there when faced with uncertainty, and we constantly wonder which bets are going to pay off and when we need to pivot. Fear can paralyze us or force us to make decisions that undermine a potential payoff because it all feels a bit like a guessing game. Author and keynote speaker Dorie Clark is a world-renowned teacher and coach. She’s been on the podcast before (episode 152) and returns with tips and insights for how to leverage the long game, based on her new book of the same title, to avoid a lot of mistakes created by this fear and uncertainty. In this episode of Build a Better Agency, Dorie and I discuss a lot of tools that help build a successful long game. We talk about ways to build more breathing room into a busy life, the need to track progress, and how to recognize the indicators that you’re on the right track. We look at th

Putting yourself in the center of a community is a powerful tool for any agency owner, but that just scratches the surface of what is possible — if you make one small tweak. Imagine putting your client at the center of a community instead of yourself. An ecosystem of businesses, experts, and tools, all designed to help your clients become even more successful. This shift allows us to completely redesign how many of us think about biz dev and how best to serve our audience. And this is also how we can keep leveling up without having to know it all ourselves. As many of you know, community is a topic that is near and dear to my heart, which is why I was excited to talk with my guest, Pam Slim. Pam is a 30-year plus business veteran, coach, and author with decades of experience building communities. Her latest book, “Widest Net” is all about helping companies reach their audience. If you have ever caught yourself thinking, “I know my thing. I know my point of view. I know who I want to reach, but how in the wor

The federal government and 36 of 50 states in the U.S. have research and development tax credits that many agency owners incorrectly believe our agencies are not eligible to receive. In reality, many AMI agencies take full advantage of these credits, sometimes earning back in excess of $100,000 a year. Needless to say, it’s important for your agency to explore whether or not you are eligible for these benefits because the impact on your bottom line could be a huge win. Mike D’Alessandro owns a company called Research Tax Credits. For 14 years he has been specializing in research and development (R&D) tax options. These benefits are designed to stimulate the economy by creating competitive tax advantages for small business owners, including advertising and marketing agencies. In this episode of Build a Better Agency, Mike and I take a deep dive into the R&D tax credits that many agencies mistakenly believe they are not eligible for. We look at the history and eligibility of these credits, how they are