Agency Blueprint

Are you struggling to streamline client communication and content collaboration in your agency? Having clear communication, building trust, and optimizing workflows are some strategies that can help streamline day-to-day operations and manage client expectations. 

 In this episode of The Agency Blueprint, I’m joined by Xenia Muntean to discuss how to simplify agency operational and communication processes. Xenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 15,000 creators behind iconic brands such as Hyundai, Christian Louboutin, Viber, and United Nations. She is a Forbes 30 Under 30 honoree, Techstars alumna, Webby Awards judge, frequent speaker, startup mentor, and angel investor. 

Don’t miss this episode to learn more about the importance of dedicating time to technological exploration and how to leverage AI's potential without losing the human touch. 

Key Questions:  

• [01:01] Can you give us a brief overview of your career journey and what you’ve been up to? 
• [03:50] What were the biggest stressors you experienced in managing a social agency? 
• [12:25] Do you know whether improving the client’s experience impacted the client's lifetime value and the amount of spending the client would have? 
• [13:50] How did you make the leap from an agency owner to a tech CEO/Founder, and what was your biggest motivator for launching Planable? 
• [17:04] What’s your advice for agency owners and life on how to effectively stay on top of the technology curve and solve their challenges in a meaningful way? 
• [21:10] What are your thoughts on the primary types of tools agencies need and should be looking to evaluate at different stages of growth? 

What You’ll Discover:   

• [01:21] Xenia's entrepreneurial journey – how her first boutique agency gave birth to Planable.   
• [04:02] The challenges she experienced managing a social agency from client communication, content production, and operations. 
• [06:08] Why balancing a standard process with flexibility for different clients was a major challenge in running her agency. 
• [10:06] How optimizing internal processes benefits both the agency and the client experience. 
• [12:48] Understand that combining a great client experience and work improves retention and spending. 
• [14:12] Xenia shares her experience shifting her focus from being an agency owner to a tech founder. 
• [17:17] How to make space for innovation and stay updated while maintaining focus when exploring technology. 
• [21:37] The different tools agencies should consider at various stages of growth while keeping it simple. 
• [28:01] How AI is reshaping creative industries and the importance of leveraging it without being too reliant on it. 

Connect with Xenia:

• Website
• LinkedIn
• Planable Discount: Blueprint30 

How do you handle price objections in your sales conversations? Mastering the art of addressing pricing concerns while safeguarding your profitability is essential whether you’re just starting or have years of experience. 

In this episode of The Agency Blueprint, I discuss actionable strategies to help you communicate the value of your agency to your clients during the sales conversation. I explain how to differentiate between marketing-qualified and sales-qualified leads in the sales process to avoid wasted efforts. 

Listen in to learn how to enhance agency-client relationships by building trust through demonstrated expertise, risk mitigation, and solution-driven conversations. 

Key Questions:  

• [00:34] How do you manage price sensitivity during a sales conversation? 
• [01:46] Are you asking the right questions to determine whether a lead is qualified, or are you wasting time on prospects who cannot afford your services? 
• [10:03] Are you effectively communicating the risk and value proposition to reduce price objections during your sales conversations? 
• [16:28] How do you clearly communicate your expertise and ability to mitigate risks to your client? 
• [17:50] How do you offer tangible results and metrics that prospects can relate to? 

What You’ll Discover: 

• [01:33] The importance of distinguishing between marketing-qualified leads and sales-qualified leads to avoid wasted efforts. 
• [04:40] How price anchoring helps guide sales conversations with clients who need clarification on the cost of services. 
• [06:58] Why your expertise justifies higher price points and how to position your services based on market segments. 
• [07:28] The "good, better, best" model for presenting tiered service packages that give clients flexible options. 
• [10:15] How reducing perceived risk for clients increases their willingness to invest in your higher-value services. 
• [11:43] How to set yourself apart in the sales conversation to avoid being relegated to just a vendor. 
• [14:12] How to uncover the real concerns behind client hesitation and better manage their objections. 

What if you reimagined your funnel from one with a wide top and a narrow bottom to one with small openings at both ends and a substantial middle?  The middle section of a funnel is where most leads reside and hold untapped potential. So, how can you maximize this crucial area of your funnel? 

In this episode of The Agency Blueprint, I discuss strategies for maximizing the middle funnel by nurturing leads through valuable content and tailored communication. I explain how to drive more conversions and business growth by transforming potential clients' apathy into engagement and motivation.  

Listen in to learn techniques for segmenting your audience based on their content consumption preferences to reduce lead drop-off.  

Key Questions:   

• [00:51] Are you maximizing the potential of your middle funnel leads? 
• [01:31] How do you visualize your marketing funnel, and could it benefit from a different approach? 
• [03:04] What strategies are you using to nurture leads who aren't ready to buy immediately? 
• [08:52] How are you segmenting your audience to provide personalized content? 
• [11:42] Do you understand the engagement patterns of your audience to refine your nurturing strategies? 

What You’ll Discover: 

• [00:33] The concept of modernizing your marketing and sales funnel and moving away from the traditional funnel shape. 
• [01:31] Visualizing the new funnel shape with a large middle where most of your leads reside. 
• [03:04] The importance of nurturing leads who may not convert immediately but show long-term potential. 
• [04:50] How to focus on the information needs of mid-funnel leads to foster engagement. 
• [07:47] Strategies for re-engaging mid-funnel leads through diverse content formats and personalized approaches. 
• [08:52] Techniques for segmenting your audience based on their content consumption preferences. 
• [09:35] How to tailor content to your audience's needs and preferences to reduce lead drop-off. 
• [11:42] Have a data collection mechanism to understand the types of engagement people have and improve lead nurturing. 
• [13:02] How to re-evaluate your current nurturing efforts and improve engagement with existing leads.

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

What happens when a substantial portion of your agency’s income comes from just a handful of clients? Revenue concentration poses significant risks, especially if a major client leaves or market conditions change.  

In this episode of The Agency Blueprint, we discuss the critical issue of revenue concentration that affects many agencies. We emphasize the importance of diversifying revenue streams to ensure financial stability and sustainability.  

Listen in to learn strategies for reducing revenue concentration, such as leveraging existing client relationships, developing new business partnerships, and focusing on current and potential clients.  

Key Questions:   

• [00:44] Have you evaluated the level of revenue concentration within your agency and its potential risks? 
• [02:10] How would your agency cope financially if one of your top clients decided to leave? 
• [07:26] How does revenue concentration affect the valuation of your business from a potential buyer's perspective? 
• [11:46] How are you maximizing opportunities with your existing clients to diversify your revenue streams? 
• [15:03[ Have you explored strategic partnerships to generate new leads, recover lost leads, and diversify your client base? 

What You’ll Discover: 

• [00:44] Understanding revenue concentration, when revenue concentration occurs, and the risks it poses. 
• [01:30] How to calculate your agency's revenue concentration to identify potential risks.  
• [02:10] The danger of having top clients controlling a large portion of your revenue. 
• [03:48] Real-life example of clients disregarding the risks and facing severe consequences.  
• [05:54] How high revenue concentration leads to negotiation power issues, putting an agency in a vulnerable position.  
• [07:24] How high revenue concentration can negatively affect the valuation of your agency during an acquisition. 
• [10:37] How to calculate and identify revenue concentration using accounting platforms.  
• [11:46] Strategies to expand revenue from existing clients instead of solely focusing on new business development.  
• [15:03] The importance of building new business relationships and the value of strategic partnerships. 
• [17:00] How to recover lost leads and previous clients as a method to expand your client base.

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Are you afraid of the risk of being replaced by AI as a creative? What if you learned that AI is far from replacing creativity and can instead be leveraged to enhance your work? The inherent AI predictability means it can assist with routine tasks, but the unique human ability to push creative boundaries remains irreplaceable. 

In this episode of The Agency Blueprint, I’m joined by Ana Santhosh to discuss artificial intelligence (AI) and its implications for creative professionals. Ana is the founder of Kraft AI and is passionate about demystifying AI for leaders and organizations. She guides them through the strategic adoption of AI to drive innovation and empowers leaders to make informed strategic decisions through personalized guidance and practical exercises.  

Don’t miss this episode to learn how to think outside the box and leverage AI's predictive capabilities to augment your creative processes!  

Key Questions:   

• [01:36] Are creatives going to be replaced by AI? Are they going to be out of a job in a couple of years?  
• [05:56] What would be the most successful way to look at the AI adoption within an agency? And what would allow for an agency to be thinking about AI adoption to allow for it to be most successful?  
• [11:14] What’s your advice on how to stay relevant and on top of what is adopting and becoming new today and how people are using it? 

What You’ll Discover:   

• [01:47 Ana clarifies misconceptions about AI and explains why it won’t replace creativity.  
• [04:38] Why you should think outside of the box when creating to beat AI because, unlike the human mind, AI is predictable.  
• [06:11] How AI can help agencies automate and augment to align with organizational goals effectively. 
• [08:45] Understanding the role of well-crafted prompts in optimizing AI-generated content. 
• [11:24] How to stay relevant and effectively integrate AI solutions by prioritizing user needs over technology trends.  
• [14:51] Why you should shift your perspective around AI adoption and focus on specific business needs for optimal results. 
• [17:24] Understanding AI as an augmenting tool rather than a replacement for your creativity.  
• [20:19] Why you should avoid the one-size-fits-all approach to AI applications to make things easier. 
• [24:50] Ana’s customized AI boot camp for businesses looking to harness AI effectively.  

Connect with Ana:  

• Email
• LinkedIn

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Are you making accurate financial projections and budgets to guide your business toward sustainable growth? Agency owners often overlook or avoid their financials, but understanding and managing these numbers is essential for long-term success and stability. 

In this episode of The Agency Blueprint, we discuss how business owners can better manage their finances without needing a degree in accounting or finance. We explain the importance of accurate financial projections, budgeting, and the use of financial benchmarks to ensure a sustainable and profitable business. 

Listen in to learn the significance of regularly reviewing financial statements, understanding key metrics, and maintaining a healthy cash reserve to navigate unexpected challenges.  

Key Questions:   

• [00:44] Are you paying enough attention to your business financials to ensure its health and growth? 
• [01:57] How frequently do you review your financial statements, and do you understand the key ratios and percentages that impact your business? 
• [10:01] How well do you understand your cost of goods sold, and what does it tell you about your pricing and operational efficiency? 
• [12:57] How much are you investing in your own marketing, and does it reflect the standards you set for your clients? 

What You’ll Discover: 

• [00:44] The critical role of financial health in business success and the benefits of accurate financial projections and budgeting.  
• [01:57] The importance of regularly reviewing financial statements and understanding key financial ratios and percentages. 
• [03:34] The importance of daily self-improvement to understand the language of business and enhance business performance. 
• [07:19] The importance of having adequate cash reserves to manage unexpected downturns or expenses. 
• [10:01] Financial benchmarking – defining key metrics like the cost of goods sold and their impact on business health. 
• [12:57] The importance of marketing investment, plus how the cost of goods can determine pricing and operational efficiency.  
• [15:05] The peace of mind and security that comes from managing a business by the numbers.

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Do you show up authentically? What does it mean to be truly authentic in business? How can you ensure your actions reflect your deepest values? When you align authentically with your values, you find renewed energy for growth and other aspects of business. 

In this episode of The Agency Blueprint, Guillaume Wiatr joins me to discuss the critical importance of authenticity in entrepreneurship. Guillaume is the creator of Strategic Narrative, the business strategy consulting and coaching methodology for entrepreneurial leaders and professional service firms. Through his company, MetaHelm, he steers experts, CEOs, and leadership teams to build a successful business they love by growing narrative power and the leadership ability to defy the normal when the normal is wrong.  

Don’t miss this episode to learn about creating an authentic business narrative through a holistic approach, maintaining authenticity, practical strategies to remain genuine in leadership roles, and more.  

Key Questions:   

• [01:51] Can you share your thoughts and stories about authentic alignment in entrepreneurs and its impact?  
• [09:52] Can you tell us more about your Strategic Narrative methodology and how it works to help people find authenticity?  

What You’ll Discover:   

• [02:00] Guillaume defines authentic alignment and discusses the complexities of staying true to one’s values.  
• [04:30] The necessity of daily reflection and self-discovery for the ongoing journey of personal and professional authenticity. 
• [05:44] How authenticity can be sensed personally and by others in the room and its impact on business connections. 
• [10:01] Guillaume’s Strategic Narrative methodology and how it helps leaders create genuine business narratives. 
• [11:27] How to run a holistic business with personalized business strategies rather than one-size-fits-all solutions.  
• [16:45] Actionable ways for those interested in selling in a more authentic and less convincing way.  
• [19:48] The importance of diagnostics in sales conversations and understanding clients’ true needs. 
• [20:37] The challenge of balancing expert advice with clients' unique needs and preferences. 

Connect with Guillaume:  

• Website
• LinkedIn

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

How often do you question the options in front of you and seek out creative solutions? By challenging the status quo and choosing 'Option C ', you can unlock your true potential and lead to a more fulfilling life.  

In this episode of The Agency Blueprint, I challenge the belief that life only gives us two undesirable options and explain the power of choosing option C. I also explain the value of charting unique pathways that align with your personal values and aspirations. 

Don’t miss this episode to hear real-life examples of individuals who challenged traditional dichotomies of choices and successfully created their own pathways. 

Key Questions:    

• [00:58] Are the choices you’re making in your agency truly aligned with your personal values and long-term goals? 
• [03:45] Can you identify an "Option C" in a current dilemma that aligns better with your true desires?  
• [04:45] What new perspectives and creative solutions can you explore to achieve true alignment with your personal and business goals? 
• [08:41] Are you living according to your values or following someone else's path? How can you realign with your own values?  

What You’ll Discover: 

• [00:58] The importance of choosing options that align with personal values and agency goals rather than settling for what's presented. 
• [03:45] The concept of creating a personalized pathway (option C) that aligns with individual desires and values. 
• [04:55] How to overcome the fear and resistance of exploring new perspectives to achieve true alignment with personal and business goals. 
• [08:41] The value of charting your own unique pathway for true success and fulfillment and the dangers of copying others.  
• [09:46] Examples of individuals who challenged traditional dichotomies of choices and successfully created their own pathways. 
• [17:49] Take time to explore option C and find a creative solution that’s the right decision for you.

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Are you focusing on the right financial strategies to benefit your agency? How do you mitigate financial risks and secure financial stability? A lack of financial planning can negatively impact your agency’s success. An agency generating revenue for its own sake is pointless; the ultimate goal should be maximizing profit. 

In this episode of The Agency Blueprint, we delve into the financial risks that often arise in creative project management, such as underpricing services, mismanaging cash flow, and failing to plan for future expenses. We explain the importance of maintaining a healthy cash reserve and carefully planning new hires to avoid overextending resources.  

Listen in to learn the importance of embracing the value of your creative work and charging accordingly for a sustainable business model. 

Key Questions:   

• [03:00] Are you setting the right price points for your services to ensure profitability? 
• [11:22] How do you manage your cash flow? Do you have a system in place to track income and expenses effectively? 
• [13:23] Do you have sufficient cash reserves to handle growth phases and unexpected expenses? 
• [17:52] How do you manage planning hires in advance to avoid overextending your team? 

What You’ll Discover: 

• [01:47] The predominant financial risks in creative projects, from price points to cash flow and contracts. 
• [03:00] Pricing strategy – how to overcome the fear of charging your work’s worth as your agency grows for sustainable profitability. 
• [05:25] A real-life example of how undervaluing services can hinder agency growth and profitability. 
• [08:58] A detailed breakdown of how to calculate appropriate billing rates to ensure profitability. 
• [11:22] The importance of monitoring cash flow and having a mechanism to understand and manage it effectively. 
• [12:26] Simple tools to help you track cash flow accurately, avoid the stress of unexpected expenses, and ensure timely payments. 
• [13:23] The challenges of managing cash flow during growth periods and the necessity of maintaining cash reserves.  
• [15:16] How to find resources or individuals who can help manage your cash flow efficiently.  
• [17:52] Understanding when to hire and how to do it in advance to avoid putting deliverables at risk.  
• [20:44] The importance of doing things differently to ensure your business choices don’t negatively impact your family life.

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.

Is selling your agency the right move for you? What personal goals and circumstances might influence your decision? Your unique goals and circumstances should influence the decision to sell your agency or hand it over to a successor.  

In this episode of The Agency Blueprint, Jonathan Baker joins me to discuss the misconceptions and realities surrounding the sale of an agency. Jonathan is the head of the M&A practice at Punctuation, a small advertising practice that works exclusively with small—to mid-size independent marketing service firms on various facets of business management and growth. 

Don’t miss this episode to learn valuable advice from an expert for agency owners considering whether to sell or continue growing their firms! 

Key Questions:   

• [01:43] What and when is the actual goal and the idea behind selling an agency? 
• [03:37] What does a typical deal structure look like in your experience for an agency owner in a small to mid-size agency?  
• [06:15] What steps should you take to evaluate whether to sell or continue growing your agency? 
• [09:09] What other options are there for agency owners beyond potentially selling?  
• [13:37] In the two potential inevitabilities where someone is looking to sell, and someone isn't looking to sell, what would provide for the highest amount of money in the founder's pocket? 
• What gross and net profit margins should agency owners target to ensure their firm's financial health and attractiveness to potential buyers? 

What You’ll Discover:   

• [01:51] Jonathan on the multiple triggers that cause selling an agency and why selling an agency should be a personalized goal.  
• [03:47] The typical deal structures for small to mid-size agencies and the impact of different types of buyers on deal structures.  
• [06:26] Why you should focus on your personal goals and the agency’s profitability when evaluating whether to sell or not.  
• [09:24] The challenges of running a creative agency with an absentee owner and the importance of having a solid number two person. 
• [11:45] Options for agency owners who want to retain flexibility while continuing to grow their agency.  
• [14:03] Main ways to maximize profitability to appeal to buyers or run sales mechanisms and business development.  
• [16:41] The importance of targeting the right type of buyer based on the strengths and weaknesses of your agency.  
• [19:03] Gross and net profit benchmarks for agencies and the importance of maintaining profitability while ensuring sustainable growth. 
• [20:23] How to take control of your destiny and plan your future strategically as an agency owner at a crossroads.  

Connect with Jonathan:  

• Website
• LinkedIn

Free Copy of The Practical Agency Book.

Real Life Agency Success Stories

Weekly agency tactics YouTube Channel

Profitability Accelerator Call - If you're looking to make a change today schedule your profitability accelerator call to define what is possible for your agency in the next 90 days.