THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

In episode 140, I sit down with Michael Janda—agency founder, bestselling author, and one of the most respected voices helping creatives master the business side of creativity. Michael built and sold Riser, worked with giants like Disney and Google, and later led creative teams at Fox before dedicating his career to teaching creatives how to price, position, and run their businesses without burning out.

We dig into the mental and operational “growing up” that every creative eventually faces: getting past portfolio thinking, charging confidently, understanding value, eliminating chaos, and building a more peaceful (and profitable) creative life. Michael’s straight-talk wisdom hits every agency owner exactly where they need it—no fluff, no ego, just clarity.

Key Bytes

• Why creatives struggle with pricing — and how to fix it

• The mindset shift from freelancer to business owner

• How Michael positioned his agency to win massive clients

• The surprising relationship between process, profit, and peace

• What creatives get wrong about value

• Why “portfolio thinking” holds owners back

• How to build a business that supports your life, not the other way around

Chapters

00:01 Welcome + Michael’s background and agency journey

04:12 From creative chaos to building processes that scale

09:45 Why pricing is emotional—and how to make it objective

14:30 Portfolio vs. business owner mindset

19:58 Finding ideal clients and positioning that works

25:21 How Michael sold his agency and what he learned

31:44 The psychology of creative profitability

38:10 Achieving peace of mind as an owner

44:22 Michael’s advice for creatives who feel “stuck”

Michael Janda is an award-winning creative director, agency founder, and bestselling author.

He built the creative agency Riser with clients like Disney, Google, Warner Bros., and ABC, then sold the business after 13 successful years. Before that, he served as a creative director at Fox. Michael

is the author of Burn Your Portfolio and The Psychology of Graphic Design Pricing. Today, he shares practical, no-fluff strategies to help creative professionals master business, pricing, and growth.

Community: https://morecreativeacademy.com

Instagram: https://instagram.com/morejanda

YouTube: https://youtube.com/morejanda

LinkedIn: https://linkedin.com/in/morejanda

Website: https://michaeljanda.com

Courses: https://morejanda.teachable.com

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

Ep 139 – Melanie Chandruang, We Consult – Agency Ops that Actually Scale: Financials, Workflows, and AI That Works

In episode 139, I sit down with Melanie Chandruang, founder of WeConsult and a strategic operations partner for creative agencies. Melanie has spent the last seven years helping agencies tighten up their financials, streamline workflows, and build stronger leadership teams—while also navigating two maternity leaves, a cross-country move, and re-entering the industry in one of its toughest seasons.

We dig into how she rebuilt WeConsult after stepping away to have kids, what’s changed in the agency landscape since 2023, and why she’s now staying higher-level as a fractional ops leader instead of getting buried in implementation. Melanie breaks down what healthy leadership actually looks like, why so many founders remain the bottleneck even after hiring “senior” people, and how clear ownership, scorecards, and trust change everything.

We also get tactical: what she looks for first in the financials, the operational metrics that matter most, and why agencies without documented processes are struggling the most with AI adoption. We wrap by talking about leading through uncertainty, avoiding burnout, and the simple practice Melanie uses to remind herself of the value she’s creating—plus her very 90s go-to karaoke song.

Key Bytes
• Clean financials and clear reporting are the true foundation of scalable ops

• Workflow ownership matters — if it’s nobody’s job, it’s nobody’s job

• Founders stay bottlenecks when leadership has no autonomy or scorecards

• Agencies with documented systems adopt AI faster (and with fewer messes)

• Strong leadership = trust, clarity, and shared problem-solving

• Self-care and boundaries are essential for sustainable agency ownership

Chapters

00:01 Intro and how Melanie rebuilt WeConsult after kids and a cross-country move

02:48 Stepping away from client work, losing momentum, and clawing back into a changed industry

05:36 Why Melanie now stays high-level and pushes implementation to internal teams and automation

07:42 Founders as bottlenecks and what a truly strong leadership team looks like

11:15 Ego, scale, and the operational shifts required for owners to get out of the way

15:36 Where Melanie starts operationally: financials, workflows, and clear ownership

18:07 The agency financial metrics that actually matter (profitability, cash, utilization, and more)

22:03 Why documented systems are the key to successful AI adoption (and how messy it gets without them)

26:00 Leading through uncertainty, rebuilding a business, and protecting your own wellbeing

28:38 AI note-takers, imposter syndrome, and Melanie’s “value” practice

31:36 Melanie’s 90s karaoke pick and where to learn more about WeConsult

Melanie Chandruang is the Founder of WeConsult and a Strategic Operations Partner for creative agencies. With over 15 years in the industry, she helps agency owners boost profits, streamline operations, and move big initiatives forward so they can focus on growth and what matters most.

https://weconsult.io/

Ep 138 – Jordan Snider, Token Creative – The impact of integrating Ignition App

In episode 138, I sit down with Jordan Snider, co-founder and CTO of Token Creative Services, to break down the real impact of integrating Ignition App into their agency operations. Jordan shares how Token went from scattered proposals, manual invoices, and nearly $40k in aging AR to a streamlined, single-system workflow that clients actually appreciated.

We dig into the operational before/after: centralized proposals and agreements, automated billing, faster close rates, clearer scope definition, easier upsells and renewals, and the elimination of unbilled “mystery hours.” Jordan also talks about forecasting clarity — and why dashboards that tie proposals, renewals, and revenue projections together are a game changer for decision-making.

This episode is a grounded look at what happens when an agency stops tolerating a duct-taped sales and billing process and finally upgrades the operational spine of the business.

Key Bytes

• Token’s breaking point was nearly $40k in aging AR — a clear sign the proposal and billing process was broken.

• Clients were confused by multiple proposal versions, scattered contracts, and manual payments; consolidating everything through Ignition simplified the entire client experience.

• The biggest financial lift came from capturing previously unbilled variable hours and out-of-scope work.

• Automated reminders and stored payment methods dramatically reduced AR and manual follow-up.

• Forecasting became easier with visible open proposals, renewal pipelines, and year-over-year revenue projections.

• Simplifying the tech stack cut both software cost and constant integration maintenance.

• Ignition enabled Token to shift from hourly pricing to value-driven retainers because operations finally supported it.

• Jordan’s advice: delaying this overhaul guarantees regret — proactively fixing it avoids the forced crisis moment.

Chapters

00:00 Intro and why Token’s Ignition story matters

02:05 Token’s early days and “brute force” agency ops

03:10 The $40k AR wake-up call

05:10 What was broken in their proposal + onboarding workflow

06:55 Client reactions after switching to Ignition

07:50 Close rates, renewals, and handling scope creep

09:40 Capturing unbilled work and shrinking AR

11:55 Forecasting and metrics that changed decision-making

14:00 Simplifying the tech stack and ditching integrations

16:40 How clarity improved both scope and service delivery

23:40 Productizing services and shifting to retainers

25:05 Jordan’s advice for agencies resisting the overhaul

26:50 Rapid fire and wrap-up

Jordan Snider is the Co-Founder and CTOof Token Creative Services, a full-service digital marketing and creative agency based in Kitchener-Waterloo. With a background in full-stack software engineering, Jordan bridges the gap between technical development and creative marketing. He has contributed personal reflections to platforms supporting victims of family violence, discussing the unique stressors faced by newcomers and the importance of community support systems.

His work reflects a blend of technical precision and a commitment to social impact, aligning with Token Creative’s mission to support businesses making positive environmental or social changes.

token.ca

ignitionapp.info/agencybytes-trial

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

Ep 137 – Jennifer Spire, Preston Spire – Built to Last: The 75-Year Agency Still Breaking Rules

In episode 137, I sit down with Jennifer Spire, Partner and CEO of Preston Spire — a 75-year-old agency that’s somehow still pushing boundaries while many newer shops flame out. Jennifer shares how she modernized a legacy company without losing the cultural DNA that kept it alive for three-quarters of a century. We get into leadership transitions, building a values-driven agency, navigating generational shifts in talent, and how she’s shaping the next era of a Midwest powerhouse.

Key Bytes

• The hidden advantages legacy agencies have but often ignore

• Why values act as a competitive moat — but only if they’re enforced

• How Jennifer leads change without blowing up culture

• The reality of modernizing 75-year-old processes

• Where agencies underestimate the work of staying relevant

Chapters

00:00 Intro

01:20 What it means to run a 75-year-old agency today

05:05 How Jennifer modernized Preston Spier without breaking it

09:40 The cultural DNA that actually drives retention

13:55 Why “values” only matter when leaders enforce them

17:48 Leadership evolution: from partner to CEO

21:30 What younger talent expects from an established shop

25:18 Staying relevant in a fast-changing industry

29:55 How Preston Spire balances legacy and innovation

33:42 Advice Jennifer wishes she had earlier

38:10 Closing thoughts

Jennifer Spire is partner and CEO at Preston Spire, an Ad Age Best Place to Work and Midwest Small Agency of the Year. She is an accomplished agency leader with over 25 years of experience in both consumer and B2B marketing for just about every industry out there. At Preston Spire, Jennifer has played the leading role in reshaping the framework that defines the agency, focused on a strong vision, values and purpose. She has been a speaker at dozens of local and national conferences, has authored articles and thought pieces on various marketing subjects, and has been a board member of several nonprofit organizations. Jennifer was an east coast native before calling Minneapolis home. She was an NCGA gymnast and a gymnastics coach, who also had advertising in her blood, thanks to her grandfather being one of the founding fathers of Madison Avenue.

Contact Jennifer:

https://www.linkedin.com/in/jennifer-spire-a992462/

https://www.prestonspire.com/

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

Ep 136 – JP Holecka, Power Shifter Digital – Building the AI-Driven Agency: Lessons from Power Shifter’s Evolution

In episode 136, I sit down with JP Holecka, founder and CEO of Power Shifter Digital, a Vancouver-based agency leading the shift toward AI-driven digital products and content creation. With over 30 years of experience in design, film, and technology, JP has guided multiple teams through successful AI rollouts—transforming workflows, scaling creativity, and redefining how digital agencies deliver value.

We talk about what it really takes to evolve your agency for the AI era, how to navigate the culture shift that comes with automation, and why embracing AI is less about replacing people and more about amplifying what they’re capable of.

KEY BYTES

• AI isn’t replacing creativity—it’s amplifying it

• True transformation starts with changing workflows, not job titles

• The most successful AI rollouts start with internal adoption before client delivery

• Leadership has to model curiosity and experimentation

• Agencies that treat AI as a tool, not a threat, are finding their competitive edge

CHAPTERS

00:00 Introduction

02:01 JP’s background and the evolution of Power Shifter

06:32 The first AI experiments that changed everything

10:45 Getting team buy-in and overcoming initial skepticism

14:58 Building processes around AI rather than forcing it in

20:10 Human creativity in the age of automation

25:36 How AI has changed client expectations

31:12 Leadership lessons from scaling an AI-driven agency

36:45 The next frontier of digital work

40:30 JP’s advice for agency founders starting their AI journey

43:00 Rapid Fire Questions

JP Holecka is the founder and CEO of Power Shifter Digital, a Vancouver-based agency leading the shift toward AI-driven digital products and content creation. With over 30 years of experience in design, film, and technology, JP has guided multiple agencies through successful AI rollouts—transforming workflows, scaling creativity, and redefining how teams collaborate with generative tools.

https://www.powershifter.com/studio

https://www.linkedin.com/in/jpholecka/

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

In episode 135, I sit down with Drew McLellan, CEO of Agency Management Institute and host of the Build a Better Agency podcast. Drew’s been in the business for over 30 years and has coached thousands of agencies on how to grow profitably, attract better clients, and actually enjoy the perks of ownership.

In this conversation, we unpack what the real job of an agency owner is — and how easy it is to get lost in the weeds doing everyone else’s. Drew shares how founders can move from day-to-day chaos to the higher-level work of vision, leadership, and building a pipeline that doesn’t depend on them. We also talk about the mental shift from “founder hustle” to “CEO clarity,” and what it really means to build an agency that serves your life, not the other way around.

Key Bytes

• The three things only the owner can and should do

• Why your agency’s profit tells the truth about your leadership

• Building a self-sustaining pipeline that runs without you

• How to structure your week around the owner’s actual job

• The difference between running an agency and owning a business

• What makes an agency truly “sellable”

• Common traps that keep founders stuck in the weeds

• How to get your time back without losing control

Chapters

00:00 Welcome and Drew’s background

04:12 The evolution from founder to true agency owner

09:45 What the “owner’s actual job” really is

14:58 Why agency profit is a mirror of leadership

20:17 Building systems and pipelines that aren’t you

26:04 The importance of clarity and delegation

31:42 Common mistakes that limit scalability

38:27 How to build an agency that can thrive without you

44:10 Preparing for eventual sale or succession

49:22 Drew’s advice for new and seasoned agency owners

Drew McLellan has worked in advertising for 30+ years and started his own agency, McLellan Marketing Group in 1995 after a five-year stint at Y&R and still actively runs the agency.

He spends the lion’s share of his time running Agency Management Institute (AMI), which he also co-owns/runs with his wife Danyel.

AMI serves thousands of agencies small to mid-sized agencies (advertising, digital, marketing, media and PR) every year, so they can increase their AGI, attract better clients and employees, mitigate the risks of being self-employed in a such volatile business and best of all — let the agency owner actually enjoy the perks of agency ownership.

AMI is the only agency network that is run by an active agency owner. It offers:

Public workshops for agency owners, leaders and account service staff

Owner peer networks (like a Vistage group or 4A’s forums)

Private coaching/consulting for agency owners

Annual primary research with CMOs and client decision makers about their work with agencies

The highly praised podcast Build A Better Agency

The only conference built for small to mid-sized agencies – the Build A Better Agency Summit

Drew often appears in publications like Entrepreneur Magazine, New York Times, Washington Post, Forbes, AdAge, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.”

He’s also written several books, the most recent being Sell with Authority (January 2020). The latest book has garnered rave reviews and has been the guidebook for agency growth and business development in today’s world.

Drew also speaks at leading agency and marketing conferences like Inbound, Content Marketing World and MAICON and is often cited in agency centric content for his expertise in the industry.

When he’s not hanging out with clients or agency owners and their staff, Drew spends time with his wife, their blended family and following his beloved Dodgers.

http://agencymanagementinstitute.com

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

In episode 134, I sit down with Jen Moss, Chief Creative Officer and co-founder of JAR, where she helps brands and agencies craft podcasts that move people—not just metrics.

Jen calls herself a podcasting doula, guiding clients through the messy middle of creative storytelling. In this conversation, we dive into how to create audio that actually connects, what makes a podcast worth listening to, and why “Job, Audience, Result” is the framework every agency should adopt before hitting record.

Jen and I explore why most branded podcasts fizzle, how to define success beyond downloads, and the difference between authenticity and algorithm-chasing. If you’ve ever thought about starting a podcast for your agency—or making your current one work harder—this episode’s for you.

Key Bytes

• The JAR method: Job, Audience, Result—a simple framework for podcast strategy.

• Why authenticity and storytelling beat reach every time.

• How agencies can use podcasts as pillar content that drives real relationships.

• Common landmines when launching an agency podcast.

• Why generosity and curiosity build audience trust.

• The most meaningful metrics: engagement, consumption rate, and return listeners.

• When to use internal vs. external hosts—and why it depends.

• The role of creative courage in a crowded podcast space.

• Why “connection” should always be your North Star.

Chapters

00:00 Intro – Meet Jen Moss, podcasting doula and CCO of JAR

02:00 From theater to radio: Jen’s storytelling roots

06:00 The JAR framework explained: Job, Audience, Result

09:30 The real “why” behind launching a podcast

12:30 How agencies can use podcasts as strategic marketing tools

16:30 Internal vs. external hosts: what actually works

19:45 Common landmines and why most podcasts fizzle

22:00 Authenticity, generosity, and giving value away

24:30 Is podcasting too saturated? Finding signal in the noise

27:45 Connection over clicks—how to stand out

31:00 The metrics that matter: consumption, return, and reach trends

33:50 Rapid Fire with Jen Moss: storytelling, creative courage, and dream guests

In her role as Chief Creative Officer of JAR, Co-Founder Jen Moss loves bringing stories to life. With her clients, Jen acts as a “podcasting Doula,” helping them harness their strengths in service of great storytelling. Deeply steeped in the creative process, Jen is unafraid of its ambiguities, and enjoys guiding others through its twists and turns. Drawing on her strong background in theatre, arts journalism, audio documentary, and new media storytelling, Jen helps clients tell the authentic stories that matter to them, and to their audience. She spent many years working as a producer and award-winning content creator for CBC Radio, and as an interactive story producer for The National Film Board of Canada’s Digital Studio, which taught her to think of stories as living things, full of potential for impact. It also taught her to take an “audience first” approach. Jen is never afraid of surfacing big ideas, but understands that sometimes, it’s the little things – the specific lens that “only you” can bring – that will gain the most traction with an audience. Jen loves to look for “fresh tracks” in the form of stories that haven’t been told before. She encourages her clients and her team at JAR to try out new ideas, learn from what the audience data reveals, and let that inform future creative strategy. Finally, Jen keeps her own professional learning curve alive as she lectures part-time at the University of British Columbia’s School of Creative Writing, interacting with the next generation of writers, podcasters, new media producers, and audiences.

https://jarpodcasts.com/

https://www.linkedin.com/in/jennifer-moss-8a356930/

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!

In episode 132, I talk with Leah Leaves, founder of Alderaan Operations Solutions, where she helps remote digital agencies grow without the grind. Known for her no-fluff, systems-first approach, Leah and her team embed expert operations managers directly into agencies to break bottlenecks, reduce burnout, and build businesses that can scale without the founder in every decision.

We dig into what causes owners to become the bottleneck, the difference between goals, systems, and team accountability, and how every agency—no matter the size—can start building a foundation that prevents burnout and supports growth. Leah also shares how to identify when it’s time to bring in an operator, how to delegate effectively, and why even the best creative agencies need structure to thrive. We wrap by exploring how AI fits into internal operations and why every agency needs an AI Ops roadmap, even if it’s just six months ahead.

Key Bytes

• Burnout often begins with unclear goals and missing systems; clarity is the antidote.

• Leah outlines four agency owner archetypes—the Trusting Optimist, Firefighting Founder, Reluctant Gatekeeper, and Visionary Leader—and how operators help each evolve.

• Delegation isn’t dumping tasks; it’s empowering your team with context and ownership.

• Documenting the “why” behind your systems drives consistency and accountability.

• Operators create the scaffolding for scale—allowing founders to focus on vision, not firefighting.

• Every agency, regardless of size, benefits from an AI Ops roadmap to guide internal efficiency.

• Start with what you already have—processes, checklists, or recurring workflows—and build from there.

• Systems don’t kill creativity; they protect it by removing chaos and decision fatigue.

Chapters

00:00 Intro and welcome with guest Leah Leaves, founder of Alderaan Operations Solutions

02:00 The Star Wars origin of “Alderaan” and Leah’s path from journalism to operations

05:30 From creative to systems thinker: finding flow in operations

08:00 How unclear goals and missing systems cause bottlenecks

10:00 Guardrails vs. micromanagement: empowering the team without overengineering

13:00 The burnout cycle and why delegation is a creative act

15:00 The four types of agency owners and their operational challenges

20:00 Shifting from bottleneck to visionary: the operator’s role in scaling

23:30 Why every agency needs an AI ops roadmap

26:30 Putting “robots” in the org chart and making automation work

29:00 Low-hanging AI wins: onboarding, recruiting, and workflow automation

32:00 Rapid-fire Q&A: distilling systems, theme songs, and unexpected client wins

34:45 Closing thoughts and where to find Leah

Leah Leaves is the Founder of Alderaan Operations Solutions, where she helps remote digital marketing agencies grow without the grind. Known for her no-fluff, systems-first approach, she and her team embed expert Operations Managers directly into agencies to break bottlenecks, reduce burnout, and build businesses that can scale without the founder in every decision.

https://www.linkedin.com/in/1eah1eaves/

https://alderaanenterprise.com/

http://agencyownerquiz.com/

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGH25 to save 50% off!

In episode 124, I sit down with Joe Rojas, founder of Start Grow Manage and author of How Entrepreneurs Thrive. Joe has built and sold multiple MSPs, each time leveraging the power of deep niching to accelerate growth. We talk about the pivotal inflection points in a business’s lifecycle, why niching works across any industry, and how systems and values create businesses that can run—and grow—without the owner. Joe shares his framework for moving from “job” to “business,” the core values that drive his work, and how agencies can increase profitability by solving real business problems for clients. We also discuss the parallels between MSPs and agencies when it comes to client retention, lifetime value, and building a life you actually want to live.

Key Bytes

• Niching accelerates growth because it clarifies your offer and your audience

• The difference between a lifestyle job and a lifestyle business is scale and delegation

• Core values must be discovered, not invented—and hiring should be based on them

• Profitability can start with your existing clients, not just new ones

• Long-term success comes from solving clients’ business problems, not just delivering services

Chapters

00:00 Welcome and guest intro

01:06 Joe’s journey from the Army to building and selling MSPs

03:18 Understanding the “Start, Grow, Manage” stages

05:03 Why Joe wrote How Entrepreneurs Thrive

06:33 The $1M inflection point and profitability mindset

08:16 Helping clients reclaim their time and freedom

12:20 Building core values that drive the business

16:46 Hiring for abundance mindset and cultural fit

21:07 How Joe’s book applies to agencies today

24:07 Why technology changes but strategy doesn’t

26:08 Expanding accounts by solving deeper problems

28:37 Mapping the client journey for better results

30:21 Rapid fire questions and closing thoughts

Joe is the Founder at Start Grow Manage, based in New York, and author of How Entrepreneurs Thrive. He empowers Managed Service Providers and entrepreneurs to overcome the challenges of business formation to create profitable, growing businesses. As a serial entrepreneur himself, he has faced the challenge of making new and growing businesses work. His career started in the military, where he became an expert in information technology, eventually forming his own managed services company. Through that experience, he discovered the formula for businesses and learned that entrepreneurs are good at what they do but struggle to build a business.

https://startgrowmanage.com

In episode 123, I sit down with Jenny Plant, founder of Account Management Skills, to talk about why strong account management is the secret weapon for agency growth. Drawing on over 25 years of experience on both the agency and client side, Jenny shares how she helps account managers develop the skills, confidence, and mindset to grow accounts without feeling “salesy.” We discuss the challenges of hybrid AM/PM roles, how to spot rising account management stars, and why curiosity and relationship skills often outweigh industry knowledge. Jenny also dives into her “Four P’s” of AI for account managers—Productivity, Personalization, Prescribe, and Predict—showing how technology can boost proactivity and client value. We wrap with insights on setting growth targets, charging for account management, and building a culture that celebrates account wins as much as new business.

Key Bytes

• Account growth starts with training AMs to be proactive, not just reactive service providers

• Hybrid AM/PM roles often fail to drive growth because delivery takes priority over development

• Curiosity and relationship skills can be more valuable than industry expertise

• AI can help AMs be more productive, personalize interactions, prescribe solutions, and predict client needs

• Co-creating growth targets with AMs boosts buy-in and accuracy

• Celebrating account growth fosters a culture where client retention and expansion matter as much as net new business

Chapters

00:00 Introduction to Jenny Plant & Account Management Skills

02:20 Why sales training is vital for account managers

04:16 The challenge of hybrid AM/PM roles in driving growth

08:58 Traits of successful account managers

11:32 Hiring AMs from outside the agency world

13:14 Jenny’s Four P’s of AI for account managers

18:19 Proactivity and presenting ideas to clients

20:38 Co-creating account growth targets

22:55 Charging for account management services

24:36 How many accounts can one AM manage effectively?

28:15 Creating a culture that celebrates account growth

Jenny Plant is the founder of Account Management Skills a training company helping agency account managers retain client relationships and grow accounts.

Jenny has over 25 years in agency account management and has also worked client-side in marketing for an international airline and pharmaceutical company.

Her account management training programmes blend proven client growth methodologies with the integration of AI tools, helping agencies stay relevant, efficient, and proactive.

She also hosts the Creative Agency Account Manager Podcast, where she shares insights and interviews to elevate the agency-client relationship management standards across the industry.

https://accountmanagementskills.com/

Ep 122 – Arielle Cohen, Business 411 – Building Scalable Systems for a Multi-Seven Figure Agency

In episode 122, I sit down with Ariel Cohn, founder of Marketing 411 and CMO of Business 401, to talk about how she scaled a multi–seven figure agency by going all-in on the roofing niche. Ariel shares why niching transformed their operations, how they built scalable systems and sister companies to serve the industry, and why embracing AI and virtual teams has been key to their growth. We also dive into the mindset shifts required to build an agency that supports your lifestyle — instead of running you into the ground.

Key Bytes

• Niching down creates clarity, repeatable systems, and faster scaling opportunities

• A sister company approach can build trust and open new revenue streams

• Retainer-based models help stabilize cash flow and increase profitability

• Virtual teams and offshore talent can boost efficiency without sacrificing quality

• Embracing AI is no longer optional — it’s essential for agency survival and growth

Chapters

00:01 Intro and Ariel’s background in roofing marketing

01:12 From generalist to roofing specialist: why niching was key

04:44 Myths about niching and lessons from going all-in

07:32 Defining the ideal client profile and setting minimums

09:00 Early challenges and focusing on revenue first

12:34 Building two complementary companies for growth

16:22 Leveraging virtual teams, overseas talent, and AI for scale

19:07 Retainer models vs. one-off projects for stable growth

20:29 Staying hungry and setting bigger goals

23:18 Embracing AI and adapting to industry change

25:10 Rapid fire: worst advice, daily habits, and explaining her job to a 5-year-old

Arielle Cohen is the Co-Founder of Marketing 411 and CMO of Business 411. With over a decade of experience in marketing, she has mastered the art of growing a Multi 7 Figure Agency through building a scalable and efficient operation. As the company grows, her focus has shifted to optimizing her time and building a dream company that supports her vision and lifestyle—without letting the business take over.

www.marketing411.com

www.business411.com

Social: @arielleCEO

Ep 121 – Shawn Johnston, Forge and Smith – Profitable by Design: Streamlining Dev Without Cutting Corners

In episode 121, I sit down with Shawn Johnston, founder of Forge and Smith and creator of Refoundry—a low-code WordPress platform that’s transforming how agencies build and deliver websites. We talk about how Shawn cut delivery time by 70%, turned profit margins around using the Profit First method, and transitioned his agency toward a scalable, productized model. He shares insights on navigating developer pushback, balancing client empowerment with agency control, and preparing for evolving tech shifts like AI in web development. Whether you’re struggling with project bottlenecks, shrinking budgets, or scaling challenges, Shawn’s story offers a clear path forward for building smarter, more profitable systems.

Key Bytes• Refoundry cut Forge and Smith’s development time by 70%, transforming profitability.

• Adopting Profit First changed their approach to pricing and overhead limits.

• Client empowerment through low-code builds loyalty and drives referrals.

• Transitioning leadership allowed Shawn’s team to grow into bigger roles.

• Technological shifts (like Webflow and AI) demand constant agency adaptation.

• Productizing an internal tool opened new revenue streams beyond services.

• Balancing developer pride with client needs is critical for successful adoption.

• Early lessons in print taught Shawn to anticipate and embrace industry change.

Chapters00:01 Introduction to Shawn Johnston and Forge and Smith

02:11 Moving from freelance to full agency and early challenges

04:39 Implementing Profit First and shifting to scalable systems

06:38 Why Refoundry: Bringing low-code to WordPress

08:22 Cutting development time and improving project profitability

11:23 Developer pushback and prioritizing client empowerment

14:44 Evolving Refoundry into a product for other agencies

17:03 Transitioning leadership and building team collaboration

24:17 Preparing for tech shifts like AI and staying nimble in delivery

28:30 Rapid fire questions and final reflections

​​

Shawn Johnston is the founder of Forge and Smith, a digital agency that’s launched over 500 websites in the past 13 years. After hitting the usual delivery bottlenecks and burnout cycles, he built Refoundry—a low-code platform for WordPress that helped his team cut build times by 70% and scale without sacrificing quality. Now he’s on a mission to help other agencies streamline delivery, boost margins, and build systems that actually work.

Contact Shawn:

https://refoundry.io

https://forgeandsmith.com

In episode 115, I sit down with Jason Hennessey, internationally recognized SEO expert and CEO of Hennessey Digital. Jason shares the story of how a single talk at a legal mastermind sparked his first agency, and how he’s since scaled a powerhouse SEO firm serving top-tier law firms. We talk about niching down, the power of building a personal brand, and why delegation was key to scaling without burning out. Jason opens up about leadership, team culture, and how stepping back actually helped his agency grow faster. Plus, we dive into strategies like direct mail, personal outreach, and even outsourcing genius to level up results.

Key Bytes

• Jason Hennessy has been in SEO since 2001 and started his first agency in 2008.

• He transitioned from his first agency to Hennessy Digital in 2015, focusing on law firms.

• Innovative marketing strategies, like sending personalized books, helped him secure clients.

• Hennessy Digital primarily serves personal injury lawyers but sees potential in other legal niches.

• Building a personal brand has significantly increased response rates to his outreach.

• Delegation and outsourcing are key to scaling an agency effectively.

• Jason emphasizes the importance of investing in leadership and team development.

• He still engages with SEO on a personal level, leveraging external expertise.

• Agency culture is a priority, fostering support and recognition among team members.

• Asking for help and seeking coaching is crucial for agency owners.

Chapters

00:00 Introduction to Agency Bites and Guest Background

01:04 Jason Hennessy's Journey in SEO and Agency Growth

03:55 Transitioning from First Agency to Hennessy Digital

07:00 Innovative Marketing Strategies for Law Firms

10:06 Market Potential and Niche Focus in Legal SEO

11:58 Building a Personal Brand and Leadership Structure

16:01 Scaling the Agency and Delegating Responsibilities

20:03 Passion for SEO and Outsourcing Expertise

23:05 Expanding Services Beyond SEO

24:54 Agency Culture and Team Dynamics

27:04 Personal Insights and Advice for Agency Owners

Jason Hennessey is an entrepreneur, internationally recognized SEO expert, author, speaker, podcast host, and business coach. Since 2001, Jason has been reverse-engineering the Google algorithm as a self-taught student and practitioner of SEO and search marketing.

Jason's expertise has fueled the growth and successful sale of multiple businesses, starting with a pioneering dot-com venture in the wedding industry. Serving as the CEO of Hennessey Digital since 2015, Jason's leadership has transformed a modest consultancy into a thriving eight-figure agency, earning a place on the prestigious Inc. 5000 list for five consecutive years. He is also the author of two Amazon bestsellers titled Law Firm SEO and Honest SEO.

As a sought-after keynote speaker and a frequent guest on podcasts and webinars, Jason shares his wealth of knowledge. He contributes as a columnist to respected publications such as the Washington Post and is a regular contributor to Entrepreneur, Forbes, Inc., Newsweek, and Rolling Stone Magazine. Jason's accomplishments extend to being honored with the Gold TITAN Business Award in the Entrepreneurship, Branding, Advertising, & Marketing category, as well as being recognized as a National Law Review Go-To Thought Leader.

Jason's journey has been enriched by his experience as a United States Air Force veteran and his attainment of a Bachelor of Arts degree in Marketing from the University of Nevada, Las Vegas. Commencing his SEO career in Las Vegas and later establishing a strong presence in the legal industry in Atlanta, Jason now resides in the Los Angeles area with his wife, Bridget, and their three children.

jasonhennessey.com

hennessey.com

https://www.instagram.com/jasonhennessey/?hl=en

In episode 111 of Agency Bytes, I sit down with Corey Quinn—agency growth expert, author of Anyone, Not Everyone, and the guy who helped scale Scorpion from $20M to $150M. We unpack what it really means to specialize as an agency and why empathy might just be your most overlooked growth lever.

Corey shares how moving from generalist to deep specialization can unlock operational efficiency, stronger positioning, and a hell of a lot more revenue. We also dig into outbound sales strategies (including the power of gifting!), how to expand into multiple verticals without becoming a generalist again, and what the future of agency specialization looks like in an AI-driven world.

If you’ve ever worried about niching down “too far,” this conversation will flip that fear on its head.

Key Bytes

• Corey Quinn emphasizes the importance of deep specialization for agency growth.

• Empathy is crucial for understanding clients' specific problems.

• Transitioning from inbound to outbound sales requires a strategic approach.

• The generalist trap can lead to operational inefficiencies and client loss.

• Building trust through industry engagement is key to agency success.

• Agencies should consider adjacent verticals for expansion.

• Creative teams may need variety to stay engaged in specialized markets.

• The tools used in marketing may change, but the outcomes remain constant.

• Agencies should focus on solving real-world business problems for clients.

• Founders can explore new verticals once they achieve a certain market share.

Chapters

00:00 Introduction to Agency Growth and Specialization

01:11 Corey's Journey in the Agency World

03:02 Scaling Scorpion: From 20M to 150M

07:15 The Shift to Outbound Sales Strategies

11:44 Deep Specialization: Breaking the Generalist Trap

12:10 Empathy in Agency Specialization

19:10 Building Trust Through Industry Engagement

21:10 Expanding into New Verticals

25:17 Addressing Fears of Niching Down

27:42 Future Trends in Agency Specialization

Corey Quinn has over 18 years in the agency space, including as Scorpion's CMO, where he helped grow revenue from $20M to $150M in 6 years. His bestselling book: "Anyone, Not Everyone: a Proven System for Agencies to Escape Founder-Led Sales" has been endorsed by Aaron Ross, John Ruhlin, Dr. Benjamin Hardy, Marcel Petitpas, and many others.

Today, his company helps digital agencies become the go-to choice within a vertical market with his Deep Specialization Methodology.

Contact Corey:

https://www.coreyquinn.com

https://www.linkedin.com/in/coreyquinn/

In episode 110 of Agency Bites, I sit down with the incredibly talented James Barnard, a logo designer and design educator based in Australia. We dive deep into his fascinating journey from the publishing world in the UK to building a thriving freelance design business powered by social media — especially TikTok! James shares how he crafted his pricing strategies, attracts qualified leads, and balances freelance life with family life. We also get into his design process, the value of design education today, and how he's expanded his income streams through courses and brand partnerships. Plus, we wrap things up with a few rapid-fire questions that give a glimpse into James's personal side. You won't want to miss this one!

Key Bytes

• James transitioned to graphic design at 25 after a career in publishing.

• Social media, especially TikTok, played a crucial role in his business growth.

• Viral content can significantly increase client leads and visibility.

• Pricing strategies are essential for attracting qualified leads.

• Balancing freelance work with personal life is a priority for James.

• A structured design process leads to higher quality work and client satisfaction.

• Diversifying income streams can alleviate pressure from client work.

• Education in design is evolving with social media as a learning tool.

• James emphasizes the importance of being hands-on in his work.

• Pitching for work is often a waste of time in the design industry. 

Chapters

00:00 Introduction to James Barnard

02:28 James's Journey into Graphic Design

05:30 The Impact of Social Media on Business

09:52 Going Viral: The TikTok Breakthrough

12:27 Pricing Strategies and Qualified Leads

14:49 Balancing Freelance Work and Personal Life

18:57 Design Process and Client Interaction

25:58 Diversifying Income Streams

30:11 The Value of Design Education

31:37 Rapid Fire Questions and Closing Thoughts

James Barnard is a logo designer and design educator specializing in creating logos and visual identities with meaning. With over 15 years of experience in the graphic design industry, he began his career in the UK’s publishing sector before transitioning into branding and education.

Passionate about sharing his expertise, James is dedicated to mentoring and inspiring the next generation of designers through his social platforms, where he provides valuable insights, tutorials, and industry knowledge.

https://barnard.co/

https://instagram.com/barnardco/

https://www.tiktok.com/@barnardco

https://www.youtube.com/@barnardco

https://www.linkedin.com/in/jamesrbarnard/

In episode 109 of Agency Bytes, I sit down with Tony Wilson, founder of Accquip and a financial powerhouse for agencies who want to stop flying blind. Tony shares his story of stepping out of corporate during the Great Resignation and stepping into his passion—helping agency owners build profitable businesses they actually love running.

We break down Days Till Zero, a simple but powerful metric Tony developed to help agency owners understand exactly how long their cash will last—and how to make smarter, proactive decisions before things get tight. Tony also dives into gross margin benchmarks, how overlooked they are, and why net profit alone doesn’t tell the full story.

Plus, we talk through:

•  Red light, yellow light, and green light cash benchmarks every owner should know

•  Project-level gross margin mistakes (and how to fix them)

•  Why time tracking is about clarity, not micromanagement

•  Smart investments vs. sitting on cash

If you’re ready to stop reacting and start running your agency with financial confidence, this one’s for you.

Key Bytes

• Tony Wilson's journey reflects the empowerment of agency owners.

• Accquip focuses on educating entrepreneurs about accounting.

• Understanding financial metrics leads to better decision-making.

• Days till zero is a crucial metric for agency health.

• Proactive financial management can prevent crises.

• Cash reserves should be monitored regularly.

• Gross margins are vital for assessing agency profitability.

• Identifying project profitability helps in resource allocation.

• Time tracking provides valuable operational insights.

• Agencies should prioritize selling over playing business.

Chapters

00:00 Introduction to Agency Bites and Tony Wilson's Journey

01:37 The Concept of Equip and Its Mission

03:46 Understanding Days Till Zero: A Key Metric for Agencies

08:54 Proactive Financial Management for Agencies

11:34 Cash Reserves: Understanding Red, Yellow, and Green Light Zones

14:39 The Importance of Gross Margins in Agency Profitability

18:21 Identifying and Addressing Overhead and Project Profitability

21:02 Tools and Systems for Effective Time Tracking and Financial Management

24:11 Rapid Fire Questions and Closing Thoughts

Tony Wilson’s entrepreneurial journey was shaped by three pivotal moments: launching a business with his brother in 2010, witnessing his roommate’s life-changing pivot from carpenter to software developer, and becoming a father—which ignited his drive to lead by example. In 2021, Tony joined “The Great Resignation” to help digital agency owners grow thriving, profitable businesses without sacrificing their well-being. Through Accquip, he is on a mission to empower agency owners to build the businesses they love without going bankrupt in the process.

Contact Tony:

www.accquip.com

https://www.linkedin.com/in/tony-wilson-cpa/

In episode 108 of Agency Bytes, I sit down with Yael Morris from Decode Insights to dive deep into the psychology behind why customers really buy — and why they don’t. Yael shares her fascinating journey from selling granola bars to becoming a go-to expert for decoding customer motivations through intimate, one-on-one conversations. We explore why traditional focus groups often miss the mark, how true empathy fuels marketing success, and why no AI tool can replace the magic of a real human conversation. If you’ve ever relied on gut feelings to shape your messaging, this one’s a must-listen. Plus, stick around for some rapid-fire questions where Yael shares personal insights, favorite tools, and advice she’d give her younger self.

Key Bytes

• Understanding buyer psychology is crucial for effective marketing.

• Customer insights can drive product development and marketing strategies.

• Empathy in marketing leads to better customer connections.

• Human conversations yield deeper insights than surveys or forms.

• AI cannot replace the emotional context of human interactions.

• One-on-one interviews provide richer data than focus groups.

• Customer-driven messaging is essential for successful marketing.

• Patience is key when introducing unconventional ideas.

• Building rapport in interviews encourages openness from customers.

• Insights from customer conversations can significantly impact business growth.

Chapters

00:00 Understanding Buyer Psychology

02:52 The Journey to Customer Insights

05:59 The Importance of Human Conversations

09:10 The Role of Empathy in Marketing

11:47 Universal Application of Customer Insights

15:05 The Impact of AI on Customer Understanding

18:03 The Value of One-on-One Interviews

21:02 Leveraging Insights for Business Growth

24:05 Focus Groups vs. One-on-One Interviews

26:52 Rapid Fire Questions and Closing Thoughts

Yael Morris from Decode Insights goes deep into buyer psychology to decode the real reasons behind why your customers buy, or don't buy from you. Through 1:1 customer interviews, she uncovers her clients customers' real-lived moments of struggle and desired outcomes that led them to purchase, giving a new human-level understanding of exactly what really matters to customers.

Contact Yael:

http://linkedin.com/in/yaelmorris

In episode 107 of Agency Bytes, I sit down with Blair Enns, founder of Win Without Pitching and author of The Win Without Pitching Manifesto and The Four Conversations. If you’ve heard Blair on other shows—or are one of the many who’ve followed his work for years—you might think you’ve heard it all. Not this time. In this conversation, we go beyond the usual talking points and uncover insights he’s never shared before.

Blair opens up about the real mindset shifts creative professionals need to make if they want to stop selling like vendors and start showing up as experts. We break down the Four Conversations model, what most agency owners still get wrong about pricing, and how to rewrite the dynamics of the sales process to work in your favor.

We also explore why repetition beats inspiration, how to protect your power in client engagements, and what Blair believes is the single biggest opportunity for agencies right now—even in a time of AI disruption and economic uncertainty. If you want to charge more, pitch less, and finally own your value—this episode brings the fire.

Key Bytes
• Blair Enns emphasizes the importance of lifestyle choices in career decisions.
• The Win Without Pitching Manifesto serves as a foundational text for creative professionals.
• Sales should be viewed as a series of conversations rather than a pitch.
• Pricing is a critical area for agencies to improve profitability.
• Repetition in learning is essential for mastery of sales techniques.
• Creative professionals often struggle with the mindset of being a salesperson.
• The Four Conversations provides a framework for navigating sales effectively.
• Surviving economic uncertainty is crucial for agency success.
• Agencies should focus on their unique expertise to stand out in the market.
• Building strong client relationships is key to successful sales.

Chapters
00:00 Introduction to Blair Enns and His Journey
02:59 The Catalyst for Change: Lifestyle Choices
06:00 The Birth of Win Without Pitching
09:06 Understanding the Win Without Pitching Manifesto
12:12 The Four Conversations: A New Model for Selling Expertise
17:54 Lessons Learned from Coaching Agencies
20:50 The Importance of Repetition in Learning
25:56 Navigating Sales Conversations Effectively
31:59 Mindset Shifts for Creative Professionals
35:05 Opportunities and Challenges Ahead for Agencies

Blair Enns is the founder of Win Without Pitching and the author of three books on selling and pricing for expert advisors and practitioners, including the brand new The Four Conversations: A New Model for Selling Expertise.

A former advertising professional and consultant, Blair launched Win Without Pitching in 2002 to help creative professionals learn to win more business at higher prices without giving their services away for free in a pitch. His selling philosophy and pricing strategies resonated beyond the advertising and design professions to the point where today Win Without Pitching serves expert advisors and practitioners around the world in over a dozen professions, including finance, marketing, consulting, engineering and healthcare.

Blair also co-hosts, along with David C. Baker, the popular podcast 2Bobs: Conversations on the Art of Creative Entrepreneurship.

Contact Blair: winwithoutpitching.com

In episode 106 of Agency Bytes, I chat with Lisa Colantuono, president of AAR Partners and a 25-year veteran in agency-client matchmaking (though she hates that word!). If you’re tired of wasting time on endless pitch decks, spec work, and one-sided RFPs, this episode is a must-listen.

Lisa shares what really matters to brands during the agency search process—and how agencies can proactively position themselves to win more work without chasing every lead. We dive into how to build trust that leads to long-term relationships, how to get your agency noticed through smart PR, and why your creative work still needs to deliver real impact. Lisa also drops actionable advice on reputation-building, client retention, and what it really takes to stand out in a crowded agency landscape.

Whether you’re running a small shop or a growing firm, Lisa’s insights are full of practical steps to help you stay relevant, get on the right shortlists, and keep your agency’s name in the room—even when you’re not.

Key Bytes

• Streamlining the agency review process is essential—both for marketers and agencies trying to avoid wasted time and energy.

• Marketer-led reviews now make up 85% of the search landscape—agencies need to understand how to stand out in this evolving dynamic.

• Trust and relationships are everything. People buy from people they trust, and lasting partnerships are built on emotional connection.

• Agencies must treat themselves like their number one client. Prioritize your own marketing, just like you would for your best-paying account.

• Referrals, recognition, and press coverage are key to visibility—smart PR can put your agency on a brand’s radar before the pitch even starts.

• Great creative still wins. No amount of charm or strategy can replace standout work that delivers results.

• Proactivity beats complacency. The biggest reason agencies lose clients? They stop showing up with ideas.

• Personalized outreach beats “spray and pray.” Insightful, relevant communication gets attention—generic blasts get ignored.

• Your network defines your success. The company you keep, the connections you nurture—they’re all part of the relationship-driven business we’re in.

Chapters

00:00 Introduction to Agency Bites and Lisa Colantuono

01:44 Reinventing the Agency Search Process

04:21 Streamlining the Review Process

08:11 Trends in the Marketing Industry

12:26 Building Trust and Relationships in Agencies

18:10 The Importance of Reputation and Press Coverage

23:28 The Power of Recognition in Agency Work

25:06 The Importance of Account Management

26:39 Complacency: The Silent Account Killer

28:07 Proactivity in Client Relationships

29:33 Building Trust Through Networking

30:56 Emotional Connections with Brands

32:55 The Value of Insightful Communication

35:05 Understanding Client Pain Points

39:19 The Comprehensive Marketing Approach

40:09 Personal Insights and Life Lessons

Lisa Colantuono is the President of AAR Partner. With nearly 25 years of experience, Lisa has helped marketers like Ancestry, Subaru, and Panera Bread connect with the right agencies to drive meaningful results. She’s a pioneer in modernizing the agency search process, the author of @AARLisa: New Biz in 140 Characters (or Less), and the host of the On Purpose podcast. Lisa is passionate about building impactful partnerships and shaping the future of the marketing industry.

Contact Lisa:http://www.aarpartners.com

https://www.linkedin.com/in/lisa-colantuono-aar/

In episode 105 of Agency Bytes, I’m joined by Ryan Rhoten, founder of The Distilled Brand, who helps entrepreneurs and agency owners develop crystal-clear messaging that actually connects. Ryan shares the structured process he’s refined to help business leaders articulate their value—not with jargon or vague promises, but with messaging that speaks to real human emotion and need.

We dig into his “four O’s” framework, why niching is essential (even if you resist it), and how standardizing your offers can streamline operations, boost profitability, and make your marketing 10x easier. If you’ve ever felt like your agency’s message isn’t landing or you’re reinventing the pitch every time you meet someone new, this episode is for you.

Key Bytes

• Ryan helps entrepreneurs align their internal expertise with external perceptions.

• Messaging should address both objectives and the emotional obstacles clients face.

• The Four O's: Objectives, Obstacles, Objections, and Outcomes are crucial for effective messaging.

• A messaging playbook provides a structured approach to communication across all platforms.

• Niching down helps entrepreneurs become known for their expertise.

• Standardizing offers can lead to increased efficiency and profitability.

• Clear messaging is essential for team alignment and customer understanding.

• Customers are primarily concerned with their own needs, not your company's history.

• Effective messaging should focus on benefits rather than features.

• Incremental improvement is key to long-term success in business.

Chapters

00:00 Introduction to Agency Bites and Guest Ryan Roten

02:26 Understanding Brand Messaging and Positioning

05:44 The Emotional Side of Messaging

09:16 The Four O's of Messaging

12:40 Creating a Messaging Playbook

15:01 The Importance of Niching Down

18:42 Standardizing Offers for Efficiency

20:22 Crafting a Clear Elevator Pitch

22:04 Identifying Red Flags in Messaging

25:05 Rapid Fire Questions and Closing Thoughts

Have you ever struggled to communicate your expertise in a way that truly resonates? Ryan Rhoten, owner of The Distilled Brand, understands the challenge and has developed the Brand Messaging System to help. As an expert in brand positioning and messaging, Ryan guides his clients through a proven process to distill complex ideas into clear, compelling messages to communicate your brilliance and connect with your audience.

Contact Ryan:

https://thedistilledbrand.com

https://linkedin.com/in/ryanrhoten