Build A Better Agency Podcast

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

The conversation of diversity, equity, and inclusion and DEI policy creation is something on the minds of many agency owners. How to tackle such a delicate and complicated topic can be overwhelming and confusing. The fear of getting it wrong or not doing enough can lead to no action at all, which we can all agree does nothing to further the cause. But how exactly do we begin and how do we get it right? Nikki McCord returns to expand upon the conversation we started in Episode 304 (“The ROI of DEI). Nikki consults people and companies on how to make committed changes, in both policy and behavior, surrounding the topic of DEI. She’s a passionate expert on the subject and the discussion is sure to inspire ideas and action. In this episode of Build a Better Agency, Nikki McCord and I talk specifically about the concept of DEI policies and how to best approach them. Beyond that, we look at the way tiny shifts can make a big impact and why we need to give ourselves permission to make mistakes along the way. Beyond

At Agency Management Institute, we are often called upon to help agency owners plan their next steps when it comes time to sell. This may lead to the owner wanting to hand the reins to a current employee that has proven to be the right person to take over owning and running the agency. There are challenges that the seller has to contend with, but there are just as many challenges, and mistakes, the potential buyer needs to keep in mind. As an employee presented with the chance to take over ownership of the agency, it can be a daunting undertaking. To try and offer some guidance, I’ve identified the five most common mistakes that I’ve seen made by employees who are buying the agency from the current owner. We’ll look at the importance of pushing for a clear process and plan for the owner’s exit strategy and how to avoid miscalculating the risks. I’ll share some of the emotional challenges to expect, as well as the importance of tough conversations. Finally, I’ll explain why it’s not only helpful but necessary

“Culture” and “Brand” are two concepts that are often thought about and discussed as completely different topics. We don’t often consider how one might not only affect but define the other. But the truth is, they are very much the opposite sides of the same coin, if that coin represents the calling card for your agency or your client’s company. Agency owners and authors Mark Miller and Ted Vaughn have literally written the book on the connection between culture and brand. In examining the challenges and successes of both their own clients and research into other companies, they defined six patterns that define culture and the traits that make these patterns successful. In this episode of Build a Better Agency, Mark, Ted, and I take a deep dive into these six patterns – or “layers” – and how come to define an agency’s success. We explore everything from different kinds of trust to the need to sometimes fire a rockstar employee. We look at ways to inspire an invitation to difficult conversations and why it’s s

There is no shortage of advice on how to be a better agency leader, but much of the advice out there is esoteric or theoretical. The ideas are grand, but a solid, tangible game plan is rare. Without clear steps to take, old habits and behaviors easily return before these new ideas have a chance to create lasting change. Author Jonathan Raymond’s diversified background led to an interest in figuring out how leaders could grow their business in a way that was in alignment with their values. He has developed some interesting ideas and action plans for how to inspire your team to want to follow you. In this episode of Build a Better Agency, Jonathan and I take a pragmatic approach to leadership. We examine how to recognize when you’re undermining the team and how to create clear expectations. We explore a 5-step method for managing performance. And we discuss the link between personal and professional development. Becoming a better leader starts with a desire, but requires a plan of action. Hopefully, this conve

The world of neuroscience might seem like an odd place to seek out powerful marketing tactics, but there’s no denying that effective marketing isn’t just about being great creatively. Art might draw attention, but human nature and how our mind works is what inspires the buy. Understanding neuro-marketing and what triggers the mind of an audience can only improve the rate of success. Dan Russell runs Vivid Labs, a conversion optimization agency that has developed neuroscience-inspired marketing strategies. He moved out of the service space so he could teach agencies and other businesses how to utilize these techniques for business growth and success. In this episode of Build a Better Agency, Dan and I talk about the different ways neuroscience insights can be used effectively in marketing. We discuss how his team determines what tests to run that are both practical and ethical. Using real-world examples, we take a closer look at a few effects that marketing agencies absolutely need to know about and incorpora