The Agency Profit Podcast

By Parakeeto, Marcel Petitpas

Welcome to the Agency Profit Podcast hosted by Marcel Petitpas, CEO and Co-Founder of Parakeeto.

Finally, an agency podcast that isn't JUST about getting more clients.

On the show, we bring in expe... more

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FAQs about The Agency Profit Podcast:

How many episodes does The Agency Profit Podcast have?

The podcast currently has 232 episodes available.

The Agency Profit Podcast episodes:

August 26, 2026Why Chasing Growth Can Wreck Your Agency's Profitability, with Eric Brown
Points of Interest
00:34 – 02:25 – Introduction: Eric describes his 20-plus years in agency growth consulting and explains that he and his co-founder started their firm to give agencies both a clear growth strategy and the dedicated resources to execute it.

02:25 – 07:02 – Why Growth Isn't a Natural Skill: Eric argues that most agency founders build their business around a craft skill rather than growth expertise, which leaves agencies relying on early relationships until those relationships run out and margins tighten.

07:02 – 15:37 – The Four Pillars of Growth: Eric outlines his framework of positioning, messaging, tactics, and growth operations, starting with a multi-year revenue and profit strategy that anchors everything else.

15:37 – 20:40 – Applying the Framework to LinkedIn: Carson asks for advice on his own struggle to post consistently on LinkedIn, and Eric responds by tying content consistency to a documented plan built around a single core metric: monthly conversations.

20:40 – 23:11 – Vitals, the Growth Readiness Assessment: Eric explains that Vitals evaluates 40 variables tied to an agency's growth readiness, giving his team the data needed to make an accurate diagnosis before recommending a strategy.

23:11 – 27:29 – Clarity, the In-Person Workshop: Eric describes Clarity as a two-day, in-person workshop with agency leadership that produces a growth strategy, a 30-60-90 action plan, and a set of committed tactics.

27:29 – 35:49 – Impact, the Execution Partnership: Eric explains that most agencies lack the internal capacity to execute a growth strategy on their own, so Impact provides ongoing support to move that strategy forward.

35:49 – 39:47 – Reframing Growth as Enterprise Value: Eric introduces enterprise value as a healthier lens than raw revenue growth, tying it to the overall health of the agency and its people.

39:47 – 41:36 – Four Strategic Paths: Stabilize, Sustain, Scale, or Sell: Eric lays out the four strategies his team applies depending on an agency's current position and available runway.

41:36 – 45:40 – When Growth Would Just Scale Losses: Carson and Eric discuss agencies whose real problem is thin margins rather than a lack of leads, and Eric explains why margin visibility has to come before any growth plan is built.
Show Notes
Connect with Eric Brown
LinkedIn

Website

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48min
August 12, 2026From Time Tracking to Time Intelligence, With Elizabeth Thorn
Points of Interest
00:01 – 00:35 – Introducing Time Intelligence: Carson Pierce welcomes Elizabeth Thorn to discuss how agencies can use better time data to improve profitability and decision making.

00:35 – 02:18 – From Agency Owner to SaaS Leader: Elizabeth shares how her experience running a digital marketing agency shaped her perspective on operational efficiency and measuring time.

02:18 – 04:31 – Why Time Tracking Needs to Evolve: The conversation explores why simply recording hours is no longer enough and how agencies can use time data to make smarter business decisions.

04:31 – 06:46 – The Foundation of Reliable Data: Elizabeth explains why accurate, consistent time tracking is essential for forecasting, pricing, utilization, and project profitability.

06:46 – 09:15 – Improving Time Tracking Adoption: Carson and Elizabeth discuss practical ways to reduce friction, encourage team participation, and improve the quality of time data.

09:15 – 11:44 – Balancing Privacy and Accountability: Elizabeth explains why agencies can collect meaningful operational data without relying on invasive employee surveillance.

11:44 – 15:35 – Using Time Data to Prevent Profit Loss: The discussion covers how historical time data can help agencies improve capacity planning, identify delivery issues early, and prevent projects from exceeding budget.

15:35 – 17:28 – Understanding Where Profit Leaks Away: Elizabeth highlights common sources of lost profitability, including scope creep, non-billable work, excessive context switching, and inaccurate project estimates.

17:28 – 19:12 – Busy Teams Are Not Always Productive Teams: Carson explains why teams can feel overwhelmed while still falling short of profitability goals, and why utilization alone does not tell the full story.

19:12 – 23:20 – Measuring the Cost of Context Switching: Elizabeth recommends tracking a typical workweek to uncover hidden inefficiencies and better understand how work is actually distributed.

23:20 – 29:18 – Learning from Historical Performance: Carson and Elizabeth discuss how agencies can use historical project data to create more realistic forecasts, staffing plans, and utilization targets.

29:18 – 32:48 – Connecting Time Data with Agency Operations: The conversation explores how time tracking works alongside project management, finance, and operational workflows to improve visibility across the business.

32:48 – 35:13 – Building a More Profitable Agency: Elizabeth closes by encouraging agency owners to establish trustworthy operational data first, making it easier to improve margins, utilization, capacity planning, and long-term profitability.
Show Notes
Connect with Elizabeth Thorn & Toggl
LinkedIn

YouTube

Heist Calculator (Agency Profit Leakage Tool)

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36min
July 29, 2026Owner's Clarity and the Four Constraints, With Mike Grinberg
Points of Interest
00:00 – 02:50 – Introducing Owner's Clarity: Kristen Kelly welcomes Mike Grinberg back to the podcast to discuss why founders should develop personal clarity before focusing on positioning or marketing strategy.

02:50 – 05:30 – Why Successful Founders Still Feel Miserable: Mike explains how many founders build profitable businesses that ultimately fail to support their personal goals, values, or fulfillment.

05:30 – 07:10 – A Real-World Example of Misalignment: Mike shares the story of a founder whose business model eliminated the mentoring opportunities that gave his work meaning, despite excellent financial performance.

07:10 – 10:15 – Learning from Personal Experience: Reflecting on his own agency journey, Mike explains how removing himself entirely from client work created a leadership role that didn't align with his strengths or interests.

10:15 – 16:05 – The Four Constraints of Owner's Clarity: Mike introduces the four pillars of Owner's Clarity—purpose, identity, intent, and capacity—and explains how each influences business decisions and long-term satisfaction.

16:05 – 20:00 – Discovering Purpose Beyond the Business: Mike discusses how uncovering a founder's true purpose often requires deep personal conversations that go far beyond surface-level business objectives.

20:00 – 24:35 – Translating Clarity into Operational Decisions: The conversation explores how understanding intent and capacity influences hiring, delegation, automation, forecasting, and leadership responsibilities.

24:35 – 29:55 – Burnout Is an Alignment Problem: Mike explains that burnout is often caused less by workload and more by operating outside your strengths or building a business that conflicts with your identity.

29:55 – 33:45 – Building a Business Around Founder Constraints: Mike shares how Owner's Clarity influences technology investments, financial planning, reinvestment decisions, and sustainable business growth.

33:45 – 35:40 – Using the Constraint Alignment Test: Mike outlines when founders should revisit their Owner's Clarity, including after major business milestones, partnerships, or significant life changes.

35:40 – 38:25 – Think About Your Exit Early: Mike encourages founders to define how they want to feel at the end of their ownership journey, using that vision to guide strategic decisions from the beginning.

38:25 – 41:50 – Advice Mike Would Give His Younger Self: Mike reflects on the importance of designing a business that supports the founder, embracing healthy selfishness, and intentionally building a company around personal fulfillment rather than external expectations.
Show Notes
Connect with Mike Grinberg on LinkedIn

Owner's Clarity Toolkit™

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42min
July 15, 2026Pass-Through Revenue: The Money That Was Never Yours, With Carson and Kristen
Points of Interest
00:01 Introduction and New AI-Driven Call Analysis: Kristen and Carson introduce a new process where they use Claude to analyze client calls regularly and surface recurring themes for the podcast, starting with today's topic: pass-through.

01:14 Defining Pass-Through: Kristen defines pass-through as any money that flows from a client through the agency to another vendor, where the agency isn't responsible for that cost's profitability, citing examples like media spend, print budgets, and stock imagery.

03:26 Defining AGI and the Formula: Carson explains Agency Gross Income (AGI) as top-line revenue minus pass-through, emphasizing that a $5 million agency by billings might actually be a $1 million agency once pass-through is removed.

05:34 Case Study: Media Spend Masking True Agency Size: Kristen shares an example of a $3 million agency that was really closer to $1.5 million once media planning and buying income was stripped away, due to a messy chart of accounts.

07:26 Case Study: Off-Balance-Sheet Media Slush Fund: Kristen describes a second client who kept media dollars off their P&L entirely, creating the illusion of abundant cash on hand and complicating tracking of which funds belonged to which client.

09:17 Cash Flow Risks of Fronting Pass-Through: Kristen and Carson discuss how agencies that don't collect pass-through funds upfront risk becoming an unintentional bank for their clients, leading to cash flow trouble.

10:16 Case Study: Events Agency Mistaking $10M for $2M: Carson recounts a client who operated as if they were a $10 million agency when 80% of that revenue was pass-through events costs, leaving them a $2 million agency with unsustainable spending habits.

12:02 Case Study: Understaffing Miscalculation on a $100K Event: Carson shares a second events example where a team overstaffed a $100,000 event without realizing only $20,000 of that actually belonged to the agency, locking them into a multi-year contract destined to lose money.

16:26 The Contractor Decision Tree: Kristen walks through a sequential framework for classifying contractors as pass-through, delivery expense, or shared delivery cost, based on questions about salary status, compensation structure, and cost attribution.

23:15 Pricing and Estimating Projects with Pass-Through in Mind: Kristen and Carson explain how to separate people costs from pass-through costs when building project estimates, using breakeven calculations to arrive at a target price with margin.

25:09 Making Pass-Through Visible on the P&L: Carson advises working with bookkeepers to separate pass-through from cost of goods sold so agencies can clearly see their AGI rather than having it obscured within a muddled COGS section.

28:15 Tracking Costs and Empowering Project Managers: Kristen recommends empowering project managers closest to the delivery work to track and flag cost overruns proactively, rather than leaving pass-through reconciliation solely to bookkeepers or finance.
Show Notes
Free Agency Toolkit

Parakeeto Foundations Course

Free access to our Model Platform

Connect on LinkedIn
Carson Pierce

Kristen Kelly

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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32min
July 01, 2026Profitability Is an Operations Problem, with Sarah Still
Points of Interest
00:00 – 01:43 – Introduction: Marcel introduces Sarah Still, Partner and COO at RAYNE IX, and frames the conversation around agency operations, profitability, scaling, and building valuable businesses.

01:44 – 02:28 – Helping Women Build Valuable Agencies: Sarah explains how RAYNE IX works with women agency owners to improve performance, build enterprise value, and prepare for future exit opportunities.

02:29 – 04:33 – From Finance to Agency Operations: Sarah shares how her accounting background led her into agency operations after helping clean up the books of a startup marketing agency.

04:34 – 06:10 – Building RAYNE IX After Agency Leadership: Sarah describes leaving her COO role after 11 years and eventually partnering with Kylie Peters to support women building healthier agencies.

06:11 – 08:39 – Why Focus on Women Agency Owners: Sarah explains the personal and professional motivation behind helping women founders capture the value they are creating in their businesses.

08:40 – 11:32 – Operationalized Leadership: Sarah argues that agencies often miss the importance of defining values, behaviors, standards, and leadership cadences that protect the business as it scales.

11:33 – 13:58 – Clarifying Founder Values: Marcel reflects on how unclear values at Parakeeto led to frustration, poor leadership moments, and delayed decisions around hiring and accountability.

13:59 – 15:43 – Culture as the Result of Enforced Values: Sarah explains that culture is not created through intention alone, but through the behaviors, standards, and values that leaders consistently enforce.

15:44 – 19:18 – The Power of Clear Expectations: Marcel and Sarah discuss how expectations shape leadership, performance, accountability, pricing, forecasting, and enterprise value.

19:19 – 24:52 – Assumptions Before Certainty: Sarah and Marcel explore why agencies should not wait for perfect clarity before taking action, but should make assumptions explicit so results can be compared against expectations.

24:53 – 28:59 – Time Tracking and Precision Traps: Sarah and Marcel discuss why unreliable time-tracking data can be worse than no data, and how agencies often overcomplicate measurement without knowing what question they are trying to answer.

29:00 – 43:38 – Finance, Operations, and Profitability: Sarah and Marcel unpack why profitability is an operational problem made visible through finance, and why agency leaders must understand the tradeoffs between margin, hiring, utilization, pricing, team health, and growth.
Show Notes
RAYNE IX

Connect on LinkedIn
Sarah Still

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43min
June 17, 2026We Take Care of the Money: Parakeeto's New Positioning, Explained, With Kristen Kelly & Carson Pierce
Points of Interest
00:01 – 00:53 – Why Revisit Positioning: Carson and Kristen introduce Parakeeto's repositioning effort and explain why they wanted to publicly discuss the evolution of the company's messaging.

00:53 – 02:18 – The Profitability Problem: The discussion explores how Parakeeto's heavy emphasis on profitability created confusion about what the company actually does for clients.

02:18 – 04:21 – The Challenge of Category Creation: Carson and Kristen reflect on attempts to create or fit into categories like FinOps and why unfamiliar categories often create more confusion than clarity.

04:21 – 06:18 – From Profitability to Stewardship: The conversation introduces the new positioning centered around helping agency owners focus on building their businesses while Parakeeto takes care of the money.

06:18 – 09:11 – The Emotional Side of Finance: Carson shares how financial discomfort and avoidance can affect decision-making and explains why confidence is a critical outcome of financial stewardship.

09:11 – 11:31 – What Taking Care of the Money Means: Kristen outlines the practical components of Parakeeto's approach, including accounting, forecasting, reporting, and operational guidance.

11:31 – 13:19 – Agency-Specific Financial Expertise: Carson explains how deep agency experience allows Parakeeto to interpret financial data within the operational realities of agency businesses.

13:19 – 15:06 – Turning Financial Insights into Action: The discussion highlights the importance of translating financial reporting into operational recommendations that improve agency performance

15:06 – 17:37 – Expanding into Accounting and Bookkeeping: Kristen explains how bringing bookkeeping and accounting services in-house creates continuity between financial data and strategic decision-making.

17:37 – 19:54 – The Agency CFO Perspective: The conversation explores why the title "Agency CFO" better communicates Parakeeto's blend of financial expertise and operational advisory support.

19:54 – 24:13 – Who Benefits Most from This Approach: Carson and Kristen discuss ideal client profiles, including agencies crossing the $1M mark and larger firms seeking greater visibility and clarity.

24:13 – 28:19 – Building Confidence Through Partnership: The episode concludes with a discussion about education, long-term partnerships, and helping agency owners feel more confident managing the financial side of their businesses.
Show Notes
Free Agency Toolkit

Parakeeto Foundations Course

Free access to our Model Platform

Connect on LinkedIn
Carson Pierce

Kristen Kelly

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
...more
29min
June 04, 2026Shifting From Operator to Owner, With Jason Swenk
Points of Interest
00:00 – 02:12 – Jason Swenk's Agency Journey: Jason shares how he accidentally started an agency in 1999, grew it to more than 100 employees, sold it after 11 years, and eventually transitioned into coaching agency owners worldwide.

02:12 – 06:22 – Designing a Lifestyle Business: Jason explains how agency owners often aspire to more freedom and flexibility, sharing how he structures his own workweek and prioritizes experiences outside of work.

06:23 – 10:14 – Escaping the Operator Trap: Jason introduces an exercise that helps founders identify the tasks they dislike and begin designing their business around their strengths instead of remaining stuck in daily operations.

10:15 – 13:19 – The Manager Stage and Delegation Challenges: The conversation explores why many founders struggle after hiring employees and how poor delegation often creates more work rather than less.

13:20 – 16:50 – Building Trust and Better Decision-Making: Jason explains the 1-3-1 framework for problem solving and discusses how leaders can develop trust while allowing team members to learn through small mistakes.

16:51 – 19:41 – The CEO Identity Shift: The discussion focuses on how founders must evolve their role as the business grows, moving from execution toward vision, coaching, and strategic leadership.

19:42 – 22:17 – Becoming an Architect: Jason outlines the Architect stage, where leaders create systems, processes, and frameworks that allow teams to operate independently without constant oversight.

22:18 – 24:09 – AI as a Founder Knowledge System: The conversation explores how agency owners can use AI to capture expertise, document decision-making processes, and reduce dependency on the founder.

24:10 – 27:31 – Avoiding the Rubber Band Effect: Jason explains how founders often sabotage growth by reverting to old habits and stepping back into roles their team is capable of handling.

27:32 – 30:31 – The Difference Between CEO and Owner: The discussion examines the Owner stage, where the business no longer relies on the founder for day-to-day decisions and leadership functions.

30:32 – 34:30 – Growing Leaders Within the Organization: Jason shares insights on helping employees develop their own careers while recognizing that not everyone wants to move into leadership positions.

34:31 – 41:02 – Building a Business Around Your Goals: The episode concludes with Jason discussing his book, Operator to Owner, and emphasizing that agency owners should intentionally design businesses that align with their desired lifestyle and ambitions.
Show Notes
Agency Mastery Website

Operator to Owner book details

Smart Agency Masterclass Podcast
The Seth Godin Episode

Upcoming Events

Epic Friday

Jason Swenk on LinkedIn

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42min
May 20, 2026Cash Flow & The Future of AI, With Colin Hewitt
Points of Interest
00:00 – 01:00 – Introduction: Marcel welcomes Colin Hewitt, CEO and founder of Float, and frames cash flow as the lifeblood every agency depends on.

01:01 – 02:09 – The Origin of Float: Colin shares how running his own agency exposed the limits of spreadsheet-based forecasting and led him to build a cash flow product for service businesses.

02:10 – 05:24 – Direct vs Indirect Cash Flow Methods: A look at why traditional P&L-derived forecasts age the moment they are finished, and how a hybrid direct method delivers a forecast owners can trust day-to-day.

05:24 – 07:31 – Why Agency Cash Flow Is Uniquely Complex: Retainers, milestone billing, and time-and-materials projects each behave differently — modeling them well requires more nuance than most generic tools provide.

07:32 – 09:09 – The Trade-Offs of Outsourcing the Forecast: When forecasting is handed off entirely, owners often lose the context behind the numbers and end the month more confused than clear.

09:09 – 12:48 – Precision vs Accuracy in a Forecast: Colin and Marcel discuss the tension between infinitely precise forecasts and forecasts that owners will actually maintain — and how to find the right level for the business.

12:48 – 14:07 – Mapping Budgets to the Accounting System: A deliberate separation between transactional accounting detail and forward-looking budget categories keeps the forecast usable without doubling the work.

14:07 – 16:54 – Cash Flow Strategy When Things Get Tight: Visibility into the next 30, 60, and 90 days lets owners distinguish a temporary blip from a structural issue — and decide what to push, chase, or restructure.

16:54 – 18:47 – Pulling Cash Forward and Deferring Expenses: A short walk-through of practical levers — invoice financing, payment timing, expense sequencing — and a pointer to a deeper episode on the topic.

18:47 – 21:10 – AI's Impact on Software and Agencies: Colin reflects on what is changing for SaaS founders and what is opening up for agencies as the cost of building software falls.

21:10 – 23:43 – Where Software Moats Hold Up in an AI World: A candid view on which products remain defensible — auditability, trust, collaboration — and which become commoditized prompts.

23:43 – 27:23 – When Conversational Interfaces Replace UIs: A near-future where owners interact with agents instead of dashboards, and the underlying systems quietly stay in sync.

27:23 – 30:43 – Sustainability and Boundaries Around AI Work: A frank conversation about the pull of constant tinkering, the risk of AI-driven bloat, and the case for considered, well-crafted decisions.

30:43 – 35:20 – Speed vs Velocity, and Closing Thoughts: When everything can be built, the discipline shifts to choosing what to build — and Colin shares where listeners can follow along with Float.
Show Notes
Float Website

Colin Hewitt on LinkedIn

The Definitive Guide to Improving Your Agency's Cash Flow with Carson Pierce – Ep.210

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36min
May 06, 2026Inside a Boutique Agency Holdco, With Sei-Wook Kim
Points of Interest
00:01 – 00:38 – Introduction: Marcel introduces Sei-Wook Kim, co-founder of Barrel and Barrel Holdings, highlighting his experience building and scaling multiple agencies.

00:38 – 01:31 – What Barrel Holdings Does: Sei-Wook explains their holdco structure, managing a portfolio of independent, specialized marketing agencies with a long-term acquisition strategy.

01:31 – 03:31 – Origin of the Holdco Model: The conversation explores how Barrel evolved from a single agency into multiple businesses through spin-offs and organic opportunities.

03:31 – 04:56 – Shift from Incubation to Acquisition: Sei-Wook shares why they moved from building agencies from scratch to acquiring established firms to accelerate growth.

04:56 – 06:07 – Independent Portfolio vs Roll-Up Strategy: They discuss why Barrel Holdings avoids the traditional roll-up model in favor of independently operated agencies with separate P&Ls.

06:07 – 07:31 – Long-Term Investment Philosophy: Sei-Wook explains their long-term hold strategy, focusing on durability, adaptability, and avoiding short-term exit pressure.

07:31 – 09:09 – Capital Strategy and Self-Funding: The discussion covers their decision to fund acquisitions through internal capital and debt rather than external investors.

09:09 – 12:52 – What Makes an Agency Attractive: Sei-Wook outlines key acquisition criteria, including specialization, recurring revenue, and strong leadership teams.

12:52 – 15:06 – Challenges in Financial Diligence: They break down common issues in agency financials, including inconsistent revenue tracking and unclear cost structures.

15:06 – 17:29 – Understanding True Profitability: The conversation highlights how to normalize owner compensation and adjust financials to reflect true EBITDA.

17:29 – 21:01 – Operating Model and Performance Metrics: Sei-Wook explains their weekly and quarterly cadence, including key metrics like revenue, expenses, and pipeline forecasting.

21:01 – 35:43 – Forecasting, Scaling, and the Impact of AI: The episode closes with insights on forecasting discipline, scaling leadership across multiple agencies, and how AI may reshape agency value and delivery.
Show Notes
Sei-Wook Kim on LinkedIn

Peter Kang on LinkedIn

Agency Habits Website

Barrel Holdings Website

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38min
April 22, 2026Profitability Sequencing: How Agencies Maximize Margins, With Kristen Kelly
Points of Interest
00:01 – 02:30 – The Cost of Poor Sequencing: Marcel and Kristen introduce the core issue—agencies often apply the right tactics in the wrong order, leading to wasted effort and stalled profitability.

02:30 – 05:00 – The Insight Formula: They explain that data alone is meaningless without context, introducing the key concept that insight comes from comparing expectations to reality.

05:00 – 06:30 – Start with a Business Model: Agencies should begin by building a model of their business to define what success should look like before measuring performance.

06:30 – 08:30 – The Danger of Starting with Data: Many firms overinvest in tracking actuals first, only to realize they lack the benchmarks needed to interpret the data effectively.

08:30 – 10:30 – Why Expectations Come First: Establishing expectations is faster, requires no new data, and is essential for designing meaningful feedback loops.

10:30 – 12:30 – Misguided Pricing and Benchmarking: Agencies often rely on market benchmarks instead of internal cost structures, leading to misaligned pricing and profitability issues.

12:30 – 14:30 – Framework vs. Frankenstein Metrics: Combining disconnected industry formulas creates inconsistent and unreliable financial insights, highlighting the need for a unified framework.

14:30 – 17:00 – Forecasting as the Next Step: Once a model is established, agencies must forecast workload and capacity, starting with clear scope and effort assumptions.

17:00 – 20:00 – The Precision Trap in Forecasting: Overly detailed planning creates friction and reduces adaptability; executive-level forecasting should prioritize accuracy over precision.

20:00 – 22:30 – The Power of Forecasting Without Time Tracking: A strong forecast can provide meaningful insight even without detailed time-tracking data.

22:30 – 25:30 – Installing Feedback Loops: Feedback loops help refine assumptions and uncover operational issues by comparing planned vs. actual performance.

25:30 – 30:00 – Prioritizing Profitability Levers: Marcel outlines the correct order for improving profitability—starting with overhead (if needed), then utilization, followed by pricing (effective rate), and finally cost structure.
Show Notes
Connect with Kristen via LinkedIn

Free Agency Toolkit

Parakeeto Foundations Course

Free access to our Model Platform

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
...more
38min

FAQs about The Agency Profit Podcast:

How many episodes does The Agency Profit Podcast have?

The podcast currently has 232 episodes available.

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