In Episode 083, I had the pleasure of chatting with Jody Sutter, owner of Sutter Company, about her journey in business development and our shared mission of supporting small marketing agencies with their sales and marketing efforts. Jody introduces her Build Win Scale System—a practical, step-by-step approach to help agencies identify their ideal clients, improve messaging, and strengthen their teams for business growth.

Throughout our conversation, Jody shares why it's crucial for agencies to focus on sales and marketing fundamentals, like pinpointing the right clients and solving their unique challenges. We also explore how to tackle seasonality in the agency world and the power of prioritizing one thing at a time for sustainable success. Don’t miss this insightful episode!

Key Takeaways

Focus on the basics of sales and marketing, such as identifying your ideal client and solving their problems.

Prioritize and focus on one thing at a time to make progress.

Use the dips in business to work on strategic projects and improve your agency.

Consider integrating AI tools to streamline processes and improve efficiency.

Reflect on the value you provide to your clients and turn it into a compelling message.

Chapters

00:00 Introduction and Background

06:32 The BuildWin Scale System

12:58 Challenges and Pitfalls in Agency Business Development

17:41 Managing Seasonality in the Agency Business

20:12 Prioritization and Focus

25:15 Integrating AI in Agency Operations

31:05 Turning Value into a Compelling Message

32:40 Closing Remarks

Jody is the owner of The Sutter Company, a business development coaching and advisory firm,

and the inventor of the BUILD WIN SCALE^TM system, a step-by-step process designed to help

leaders of small marketing agencies identify and activate their natural talents for sales and

marketing, leading to a sustainable approach to winning new business. 

www.thesuttercompany.com

In episode 082, I sit down with Chris Martinez, CEO and founder of Bloom Partners, who shares his journey from building a successful marketing agency to transitioning into management consulting. Chris dives into the importance of data-driven strategies and setting clear KPIs for each department, emphasizing how these metrics fuel growth. We discuss the impact of AI on the industry, and Chris encourages agency owners to embrace the new possibilities it brings. He also talks about the critical role of personal fulfillment in business success—how finding joy in all areas of life directly boosts both individual and company performance.

Key Takeaways

• Set clear KPIs for each department in your agency and track them using simple tools like Google Sheets.

• Embrace AI and leverage its capabilities to improve efficiency and productivity in your agency.

• Focus on personal fulfillment in physical health, mental health, relationships, and business to achieve overall success.

• The business is a reflection of you, so ensure that other areas of your life are in balance for optimal performance.

Chapters

00:00 Introduction and Background

03:08 Building a Marketing Agency and Transitioning to Management Consulting

05:54 Data-Driven Strategies and Clear KPIs

09:00 Embracing AI in the Agency Industry

12:56 The Importance of Personal Fulfillment in Business

Chris Martinez, CEO and Founder of BLOOMAgency.io, has turned his passion for helping underdogs into a thriving business, growing his company from zero to millions in revenue. Recognized with a 2021 Stevie Award for Minority-Owned Business of the Year, Chris also hosts the popular podcast Operation Agency Freedom. He is the author of four books, including the Amazon Bestseller It’s Not JUST A Website, and his latest release, Facts Not Feelings, offers insights on scaling a marketing agency with data-driven strategies.

Contact Chris:

https://bloompartners.io

https://www.instagram.com/bloompartners.io/

https://agencyfreedomlive.com/

In episode 081, I sit down with David C. Baker, a renowned consultant, author, and speaker in the advertising agency world. We explore David's journey from grad school to founding his consultancy, Punctuation, and later bringing his son into the business. David shares key traits that drive successful agencies—courage, discipline, strategic positioning, and effective team management. We discuss business resets, lead generation, and the science behind agency positioning, along with the advantages of running an agency with future acquisition in mind. Beyond business, David talks about his personal passions like motorcycling, woodworking, and photography. Tune in for valuable insights into managing and scaling a creative agency.

Key Takeaways

• Courage and discipline are key traits for agency leaders

• Positioning is crucial for agency success and requires testing and refinement

• Running an agency as if you're going to sell it can lead to better overall performance

• Woodworking, motorcycle racing, and photography are David's hobbies

• Stop things that no longer serve you and simplify your life

Chapters

00:00 Introduction and Background

03:07 The Importance of Courage and Discipline in Agency Leadership

06:29 The Process of Positioning and Testing

11:17 Keys to Making an Agency Attractive for Sale

15:16 David's Hobbies: Woodworking, Motorcycle Racing, and Photography

18:20 Advice for Agency Owners: Stop and Simplify

David C. Baker is an author, speaker, and advisor to entrepreneurial creatives worldwide. He has written 6 books, advised 1,000+ firms, and keynoted conferences in 30+ countries. His work has been discussed in the Wall Street Journal, Fast Company, Forbes, USA Today, BusinessWeek, CBS News, Newsweek, AdWeek, and Inc. Magazine. He lives in Nashville, TN. His two most recent books are at http://www.expertise.is and https://www.tradecraft.is His work has also been featured in the NY Times, where he was recently referred to as “the expert’s expert”. He co-hosts the most listened to podcast in the creative services field (2Bobs).

Contact David:

https://www.punctuation.com

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

https://myobconference.com

In episode 080, I had a great conversation with Kevin Rapp, co-founder and chief creative officer of Ultra Friends. We dive into the exploitation of creatives and the crucial role of valuing creativity in business. Kevin shares his journey from working in agencies and studios to going in-house at a fast-growing startup, where he learned to focus not just on the craft, but on delivering real value to the business.

We discuss why creatives should stop pitching for free and start advocating for the true worth of their work. Kevin’s key takeaway? Understand and confidently articulate the immense value that creativity brings to the table.

This episode is a must-listen for any creative professional looking to elevate their impact and take control of their worth in the business world!

Key Takeaways

• Creatives need to shift their focus from the craft alone to delivering value to the business.

• Pitching for free devalues creativity and sets an unhealthy dynamic in client relationships.

• Understanding and articulating the true value of creativity is crucial for success.

• Advocating for fair compensation and valuing creativity leads to better career opportunities and financial growth.

Chapters

00:00 Introduction and Background

03:30 Transitioning from Agency to In-House Startup

06:09 Shifting the Focus to Value and Business Impact

09:55 Starting Ultra Friends and Optimizing Creative Content

15:05 The Importance of Not Pitching for Free

20:59 The Devaluation of Creativity and Self-Worth

26:00 Setting the Tone and Advocating for Fair Compensation

31:53 Understanding and Articulating the True Value of Creativity

Kevin is the co-founder and Chief Creative Officer of the creative agency Ultra Friends. He's an accomplished creative leader with almost two decades of experience in the field. And he's built a mild reputation for himself by shouting into the internet void on Linkedin.

In this episode I have a great conversation with Selena Thiele, the founder of Office Mercenary, about why the key to winning is delegation. She discusses the concept of virtual assistants and the benefits they bring to businesses. She shares her own experience of feeling overwhelmed as a small business owner and how she started Office Mercenary to provide specialized support to entrepreneurs. Selena emphasizes the importance of finding the right virtual assistant and building long-term client relationships. She also highlights the challenges of delegating tasks and setting boundaries. Selena provides insights into the types of tasks Office Mercenary handles and the role of standard operating procedures (SOPs) in effective delegation. She concludes with valuable business advice, including the importance of letting go of perfectionism and striving for good enough.

Key Takeaways

• Virtual assistants can provide specialized support to overwhelmed small business owners.

• Building long-term client relationships is beneficial for both the client and the virtual assistant.

• Delegating tasks and setting boundaries are essential for effective collaboration with a virtual assistant.

• Standard operating procedures (SOPs) can streamline delegation and ensure consistent quality.

Chapters

00:00 Introduction and Background

01:02 The Concept of Office Mercenaries

02:23 The Impact of the Pandemic on the Virtual Assistant Industry

03:08 The Importance of Finding the Right Virtual Assistant

04:06 The Benefits of Long-Term Client Relationships

04:49 The Transformation After Delegating Tasks

06:16 The Types of Tasks Office Mercenary Handles

08:42 The Challenges of Delegating and Setting Boundaries

11:05 The Importance of Letting Go and Accepting 85% Quality

13:03 Low-Hanging Fruit for Delegation

15:44 The Definition of a Good Virtual Assistant

17:54 The Role of SOPs and Systems in Delegation

19:59 Misconceptions About Virtual Assistants

22:57 Rapid Fire Questions

25:35 Invaluable Business Advice

In this episode, I had a great chat with Jared Gibson, co-founder of Outworks.io. Jared takes us through the journey of how Outworks.io came to be and how it shifted its focus to LinkedIn engagement for B2B professionals. We dive into the common struggles small business owners face in drumming up new leads. Originally, Outworks.io was all about email lead generation, but they soon found their sweet spot on LinkedIn. Jared shares why building trust through LinkedIn engagement is key and gives us some tips on what kind of content really clicks on the platform. He also shares some top-level strategy on how to leverage relationship building tactics on LinkedIn to convert comments into sales. Plus, he talks about the importance of having an abundance mindset, being your true authentic self, and the benefits of working with competitors. Don't miss out on Jared's valuable insights!

Key Takeaways

• Outworks started as an email lead generation service before pivoting to focus solely on LinkedIn engagement for B2B professionals.

• Building trust through engagement is key on LinkedIn, and it is important to take a networking approach rather than a sales approach.

• Posting valuable and authentic content on LinkedIn can help establish credibility and attract engagement.

• Optimizing LinkedIn profiles and engaging with other users' posts can help break through the noise and build relationships.

• Having an abundance mindset and collaborating with competitors can lead to new opportunities and growth.

Chapters

00:00 Origin of Outworks

01:00 Starting with Email Lead Generation

02:27 Pivoting to Focus on LinkedIn

03:42 Combining Email and LinkedIn Strategies

05:11 Posting Organic Content on LinkedIn

06:54 Engaging with the LinkedIn Algorithm

09:26 Types of Content that Work on LinkedIn

11:16 Bringing Authenticity to LinkedIn

13:56 Building Relationships and Trust on LinkedIn

17:07 Breaking Through the Noise on LinkedIn

18:24 Optimizing LinkedIn Profiles

20:18 Having an Abundance Mindset on LinkedIn

23:15 Personal Favorites and Tools

27:39 Invaluable Business Advice

Jared lives in Chicago (with his wife and two kids 5,7) where he is well networked within the Chicago business community.

He co-founded a company called Outworks. They work with B2B CEO’s, Entrepreneurs, Sales & Marketing leaders who are looking to generate revenue through LinkedIn. He's a big believer in the power of networking on the platform to generate warm leads and has built a healthy engagement system that focuses on relationship building over pushy sales tactics.

He's spent his career building and scaling businesses using these growth marketing and selling systems and decided to take that experience and provide the same value and support for other small to midsize businesses.

Connect with Jared:

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

https://www.outworks.io/