The Agency Profit Podcast

• 00:01 – 00:44 – Marcel’s Introduction: Marcel Petitpas welcomes listeners to the Agency Profit Podcast and introduces his guest, Ian Garlic, founder of Video Case Story and author of Video Testimonials That Land the Big Fish.
• 01:11 – 02:54 – Ian’s Background: Ian shares his journey, including nearly 20 years in marketing, starting in commercial real estate and evolving to become a marketing consultant for attorneys and agencies, focusing on YouTube and video case stories.
• 03:35 – 04:53 – Understanding Client Impact Through Storytelling: Ian emphasizes the importance of understanding the transformation businesses create for clients, and how telling compelling stories of that transformation can attract new business and retain current clients.
• 06:20 – 07:20 – Listening to Client Needs Through Video: Ian shares how listening to client stories through videos has helped his agency refine its processes and improve the services they offer by focusing on what matters most to clients.
• 09:03 – 10:15 – Difference Between Case Studies and Case Stories: Ian explains the difference between case studies (which focus on logic and numbers) and case stories (which focus on client emotions and transformations), making the latter more impactful for long-term engagement.
• 11:13 – 12:57 – Overcoming Client Buyer’s Remorse: Ian discusses how video case stories help overcome buyer’s remorse by keeping clients engaged and reminding them of their goals, especially in the first 100 days of working together.
• 16:58 – 18:22 – Consistently Collecting and Using Case Stories: Ian outlines his process for regularly collecting client stories, analyzing patterns, and using them not just for client acquisition but also for ongoing marketing and team engagement.
• 20:54 – 22:19 – The Importance of Regular Storytelling: Ian highlights the importance of consistently sharing client stories to reinforce trust and credibility, both with clients and internally within the agency’s team.
• 22:20 – 24:06 – Strategic Storytelling for Business Growth: Marcel and Ian talk about how understanding and refining customer stories can help businesses focus on high-impact services and clients, driving profitability and business growth.
• 27:23 – 28:23 – The Meta-Effect of Client Storytelling: Marcel shares how powerful it is when clients feel like they know each other through the stories shared on YouTube, creating a sense of community and trust among them.
• 29:38 – 30:00 – Preparing Clients to Tell Their Story: Ian highlights the importance of preparing clients for storytelling by guiding them through the process and helping them articulate their journey, so that the story resonates with future clients.

• Podcast: The Garlic Marketing Show
• Book: Video Testimonials That Land The Big Fish
• Miro (Tool)
• Dr Paul Zach - Chemistry of Storytelling
• Ian’s LinkedIn
• Reach out to Ian on Linkedin and ask for these resources:
  • Case Story Tacklebox
  • Case Story Selector
  • The $100k client visualizer
    • LinkedIn Newsletter

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• 00:49 – 01:52 – Shiv's Background: Shiv shares his journey from building and selling a company to now running How To SaaS, where he works with private equity investors and software companies on marketing strategies.
• 01:53 – 02:51 – Marketing for Private Equity: Shiv explains his company’s focus on providing marketing due diligence, strategy consulting, and fractional CMO services to private equity firms and software companies.
• 02:52 – 03:41 – The Power of Positioning: Marcel highlights the uniqueness of Shiv’s focus on private equity, differentiating How to SaaS in the market by addressing specific investor needs.
• 06:06 – 07:40 – Product Market Fit: Shiv talks about the creation of a new market category—marketing due diligence—and how this focus on strategy over tactics helped his firm differentiate itself.
• 07:41 – 09:05 – Preparing for Exit: Shiv explains how businesses should prepare for a sale by focusing on predictable revenue, reducing customer concentration, and ensuring operational efficiency to appeal to buyers.
• 9:06 – 12:02 – Identifying Ideal Clients: Shiv emphasizes the need to focus on ideal customers who bring in scalable, predictable revenue and why saying no to less ideal clients is key to long-term success.
• 12:03 – 15:57 – Strategic Specialization: Shiv highlights how specializing in a narrow, focused market can lead to higher margins, better client retention, and an overall increase in business valuation.
• 15:58 – 21:38 – Internal Efficiency and Gross Margins: Marcel and Shiv discuss how internal specialization and optimizing gross margins can make an agency more profitable and attractive for acquisition.
• 21:39 – 27:25 – The Importance of Sales Conversations: Shiv stresses the importance of clear sales processes and managing client expectations upfront, ensuring alignment with the agency’s focused services.
• 27:26 – 34:50 – Post-Acquisition Strategy: Shiv outlines how post-acquisition marketing strategies must align with the new owner’s goals, focusing on budget efficiency, strategic cross-selling opportunities, and operational improvements to drive value.

• Shiv’s Website: https://www.howtosaas.com/
• Shiv's LinkedIn
• New Book: Exit-Ready Marketing
• Old Book: Post-Acquisition Marketing

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• 00:01 – 00:48 – Introduction: Marcel Petitpas welcomes Taylor Welch, a seasoned sales and marketing expert, to discuss aligning sales incentives with client success, sharing insights from Taylor’s extensive experience.
• 00:48 – 01:20 – Background: Taylor Welch introduces himself, sharing his journey from a touring musician to building a portfolio of companies, and the challenges he faced balancing business growth with family life.
• 01:20 – 03:43 – Early Business Struggles: Taylor discusses his initial struggles with scaling businesses, the pitfalls of rapid growth, and the realization that he needed to prioritize both business and family.
• 03:43 – 04:44 – Scaling Challenges: Marcel and Taylor explore the challenges of scaling businesses too quickly, the risks of overextending, and the importance of operational re-engineering.
• 04:44 – 06:30 – Market Cap Concept: Taylor introduces the concept of “market cap” in business growth, explaining how operational inefficiencies can limit scalability and lead to negative consequences.
• 06:30 – 07:46 – Service Industry Risks: Marcel highlights the dangers of selling more services without addressing underlying operational issues, especially in cash-based accounting.
• 07:46 – 08:38 – Sales Philosophy: Taylor outlines his sales philosophy, emphasizing the importance of helping clients make the best decisions for themselves, even when it’s outside their comfort zone.
• 08:38 – 12:01 – Sales Process Alignment: Taylor discusses the alignment between sales, operations, and delivery, and how incentive structures impact client experience and long-term business success.
• 12:01 – 17:11 – Revolving Price Model: Taylor introduces the “revolving price” model, which balances charging what you’re worth while giving more value than expected, and how it influences client retention.
• 17:11 – 21:17 – Client Engagement: The conversation delves into the importance of tracking client engagement and using data points to ensure long-term client satisfaction and retention.
• 21:17 – 29:45 – Tracking Metrics: Taylor and Marcel discuss the significance of tracking key metrics, including customer effort scores (CES) and activity scores, to enhance client experience and predict retention.
• 29:45 – 40:55 – Moral Authority in Sales: The episode concludes with Taylor explaining the concept of “moral authority” in sales, where aligning business incentives with client success ensures sustainable growth and ethical business practices. Taylor also shares his online platforms for further content.

• Taylor’s Website: https://taylorawelch.com/
• Taylor’s Socials:
  • Instagram
  • X/Twitter
  • YouTube
  • Facebook
  • LinkedIn
  • https://linktr.ee/taylorawelch
• New Book: Winning at Sales
• Book: The Exceptional Experience

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• 00:01 – 00:41 – Introduction: Marcel Petitpas welcomes Mark O'Donnell, the leader of EOS Worldwide, to discuss the Entrepreneurial Operating System (EOS) and its impact on businesses, focusing specifically on data and scorecards.
• 02:04 – 03:38 – What is EOS?: Mark O'Donnell provides an overview of EOS, explaining its core components—Vision, Traction, and Healthy—and how it helps businesses align their leadership teams and execute their vision effectively.
• 04:37 – 07:08 – Mark’s Journey to EOS Leadership: Mark shares his background, including his transition from running a vertically integrated pharma and biotech services business to becoming the CEO of EOS Worldwide.
• 07:08 – 08:18 – Data and Scorecards in EOS: The conversation shifts to the importance of data and scorecards within the EOS framework, with Mark emphasizing how these tools help track business performance and drive accountability.
• 10:31 – 11:49 – The Importance of Weekly Metrics: Mark explains the significance of maintaining a weekly cadence in measuring business metrics, ensuring that issues are identified and addressed quickly to keep the business on track.
• 14:15 – 14:57 – Measuring What Matters: Mark discusses the importance of focusing on a small number of key metrics that provide a clear pulse on the business’s health, rather than overwhelming the team with too much data.
• 19:31 – 21:48 – Building Effective Scorecards: Mark and Marcel talk about the challenges businesses face when building scorecards, stressing the importance of starting with the end goal in mind and working backward to identify key metrics.
• 26:58 – 28:58 – Accountability and Leadership: Mark explains how the scorecard is not just a tool for measurement but also a way to ensure accountability across the leadership team, emphasizing that every metric should have an owner responsible for its outcomes.
• 32:52 – 35:44 – Aligning Metrics with Business Objectives: Mark and Marcel discuss the importance of aligning metrics at the ground level with the high-level objectives of the business, ensuring that data tracked at every level contributes to the overall vision and strategy.
• 35:44 – 36:09 – Holistic Approach to EOS Implementation: Mark highlights the importance of viewing EOS as a complete system, where all components—vision, data, people, processes—work together to create a cohesive strategy for business success.
• 36:09 – 37:58 – Final Thoughts and Resources: Mark concludes with advice on how businesses can effectively implement EOS, mentioning various resources available on the EOS Worldwide website, including free tools, software, and the directory of certified EOS Implementers.

• Podcast
• LinkedIn
• Website
• Books:
  • Traction
  • RocketFuel
• EOSONE Software
• Basecamp
• Implementor Directory

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• 00:01 – 00:36 – Introduction: Marcel Petitpas welcomes David Tobin, a mergers and acquisitions expert, to discuss strategies for successful business exits.
• 01:09 – 02:52 – David’s Background: David shares his journey from starting his first business in college to founding TobinLeff, focusing on his niche in financial services and exit planning.
• 04:26 – 06:37 – Exit Strategies: David outlines various exit strategies, including selling to another agency, management buyouts, ESOPs, and financial sponsors.
• 08:20 – 10:13 – Planning for Exit: David and Marcel discuss how firm owners can think through and plan for their exit, considering different options and what might be most applicable to them.
• 13:58 – 15:58 – Current Market Conditions: David talks about how current economic conditions, such as interest rates and market performance, are impacting M&A activity in the professional services space.
• 17:52 – 18:55 – Impact of Performance: Marcel and David discuss how a firm's recent performance can significantly impact its equity value and attractiveness to buyers.
• 19:37 – 21:54 – Vision for Growth: David emphasizes the importance of having a clear vision for growth and being able to articulate how a company can continue to expand under new ownership.
• 24:53 – 26:36 – Investments in the Business: Marcel and David talk about the importance of making strategic investments in the business to enhance value and how to manage these investments without negatively impacting EBITDA.
• 29:04 – 30:20 – Building Relationships: David advises firm owners to build relationships with potential buyers and keep their companies on the radar of industry players to facilitate smoother future transactions.
• 30:20 – 34:04 – Tax Considerations: David discusses how tax planning should not drive the exit strategy but highlights the importance of efficient tax treatment and managing working capital.

Connect with David through:

• LinkedIn
• Website

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• 02:02 – 02:20 – Ryan's Framework: Marcel explains how Ryan Tansom's "Independence by Design" framework has transformed his view on his own business.
• 03:32 – 05:03 – Owner-Operator Challenges: Ryan describes the challenges of owner-operators and the importance of achieving true independence through sustainable business practices.
• 05:09 – 06:47 – Systems for Independence: Ryan highlights various systems (EOS, scaling up, OKRs) that help owner-operators achieve freedom of time and money.
• 08:13 – 09:19 – Understanding the Game: Ryan discusses the importance of understanding the true purpose of one's business and aligning it with personal goals.
• 13:33 – 15:32 – Reverse Engineering Goals: Ryan and Marcel discuss the importance of reverse engineering lifestyle goals to determine necessary financial outcomes from the business.
• 25:12 – 26:26 – Importance of Good Cash Flow: Ryan explains that good cash flow is essential for independence and attracting buyers, and how interest rates and the lending environment affect valuations.
• 26:32 – 27:29 – Third-Party Sale Validity: Ryan highlights the validity of third-party sales and the importance of having a clear plan, whether it's raising money, scaling up, or focusing on cash flow.
• 27:36 – 29:08 – Debt Service and Business Worth: Ryan and Marcel discuss calculating the business worth based on the debt it can service from its free cash flow, providing a rule of thumb for business valuation.
• 29:14 – 30:21 – Choosing Your Game: Ryan emphasizes the importance of choosing the right game for your business and aligning your decisions with your personal and business goals.
• 30:27 – 31:06 – Surround Yourself with the Right People: Ryan advises surrounding yourself with people who understand your goals and can provide relevant advice based on the game you are playing.
• 31:12 – 32:10 – Influencing Decision-Making: Ryan and Marcel discuss how different business goals influence decision-making, using examples like hiring a legal firm or implementing an ERP system.

Connect with Ryan through:

• LinkedIn
• Twitter
• YouTube
• Website
• Independence by Design

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• 00:54 – 01:39 – Matt’s Journey: Matt Bodnar shares his background, mentioning his experience at Goldman Sachs and his move to Nashville in 2011, where he bought his first IT service company.
• 02:24 – 03:07 – M&A Realization: Matt explains how he stumbled into mergers and acquisitions and the importance of creative deal structures and the independent sponsor model.
• 05:00 – 06:29 – Independent Sponsor Model: Matt discusses the independent sponsor model, which involves raising capital on a deal-by-deal basis, allowing him to start doing deals without needing a large fund.
• 07:02 – 08:32 – Business Giveaway Deal: Matt shares an example of a 'business giveaway' deal where they acquired a data center, paying the seller a percentage of revenue over a few years, which was beneficial for both parties.
• 08:33 – 10:42 – Cross-Selling Opportunities: Matt explains the benefits of cross-selling between the acquired data center and his existing IT business, which led to increased revenue and new opportunities.
• 10:43 – 13:42 – Roll-Up Dynamics: Marcel talks about the concept of roll-up deals, using an example from the pharmacy space, and discusses the potential for similar strategies in the agency space.
• 13:43 – 19:06 – Market Environment: Matt shares his perspective on the current market environment, emphasizing that interest rates are less of a concern than the impact of AI on agency valuations and M&A activity.
• 19:07 – 23:51 – Creative Deal Structures: Matt discusses the importance of creative deal structures in mitigating risks and adapting to various market conditions, especially in the agency space.
• 27:16 – 29:08 – Integration Challenges: Marcel and Matt discuss the challenges of integrating acquired businesses, with Matt emphasizing the importance of having a good operating infrastructure.
• 30:50 – 33:58 – Understanding Seller Needs: Matt stresses the importance of understanding the seller's goals and desires to craft effective deal structures that work for both parties.
• 33:59 – 36:04 – Structuring Deals: Matt provides examples of different deal structures, such as non-voting stock and liquidity preferences, to illustrate how creative approaches can facilitate complex acquisitions.

• Connect with Matt through:
  • LinkedIn
  • Twitter
  • YouTube
• Website: https://mattbodnar.com
• Deal Mastery Insider

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• 00:01 – 00:58 – Introduction: Marcel Petitpas introduces the episode and guest Nicole Greer, founder and CEO of Build a Vibrant CultureTM.
• 00:59 – 02:14 – Guest Background: Nicole shares her journey and experience, highlighting her work with notable brands like State Farm and The Ohio State University.
• 02:15 – 04:05 – Importance of Culture: Discussion on why culture is crucial for any organization and how it impacts team performance and business success.
• 04:06 – 06:27 – Defining Culture: Marcel and Nicole explore what culture means in a workplace context, emphasizing behaviors, actions, and organizational values.
• 06:28 – 08:11 – Challenges in Building Culture: Common challenges agencies face when trying to build and maintain a positive culture, especially as they grow.
• 08:12 – 10:05 – Introduction to S.H.I.N.E. Coaching MethodologyTM: Nicole introduces her SHINE framework, outlining its five components: Self-Assessment, Habit Work, Integrity Work, Next Right Step Work, and Energy Work.
• 10:06 – 12:22 – Self-Assessment: In-depth discussion on the importance of self-assessment for leaders and how understanding oneself can influence team dynamics.
• 12:23 – 14:11 – Habit Work: Exploring the significance of developing good habits and communication skills within a team.
• 14:12 – 16:20 – Integrity Work: Nicole explains how integrity and accountability play a vital role in maintaining a vibrant culture and why feedback is essential.
• 16:21 – 18:34 – Next Right Step Work: The importance of continuous development and career progression for team members to keep them engaged and motivated.
• 18:35 – 20:01 – Energy Work: Nicole discusses the six types of energy (intellectual, emotional, spiritual, physical, social, financial) and how leaders can harness these to power their teams effectively.
• 20:02 – 32:15 – Leadership's Role in Culture: Marcel and Nicole delve into the responsibility of leaders in shaping and maintaining culture, practical steps for leaders, the importance of feedback and accountability, and personal stories illustrating the impact of a vibrant culture on organizational success.

• Connect with Nicole through her profile:Nicole on LinkedIn
• Vibrant Culture on LinkedIn
• Character Traits List
• Website: https://vibrantculture.com/

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• 00:01 – 00:40 – Introduction: Marcel Petitpas introduces Audrey Joy Kwan, a seasoned leadership coach and agency consultant, discussing her extensive experience in agency leadership development. Audrey shares her transition from law to marketing, leading to a significant career in agency leadership.
• 06:57 – 08:26 – Leadership Styles: Audrey discusses the selection of appropriate leadership styles for different agency scenarios, addressing common misconceptions.
• 10:24 – 12:33 – Practical Example: Audrey provides an example from event management to demonstrate how leadership styles are adapted based on team competencies.
• 14:51 – 16:00 – Leadership Framework: Discussion on a quadrant framework that helps identify appropriate leadership styles based on team member confidence and competence.
• 18:50 – 20:09 – Flexibility in Leadership: Emphasis on the importance of adapting leadership approaches to individual team member needs and project dynamics.
• 22:35 – 24:59 – Assessing Competence and Confidence: Audrey elaborates on methods for assessing team members' skills and confidence to select the most effective leadership style.
• 226:28 – 27:50 – Do’s and Don’ts of Leadership Styles: Marcel and Audrey discuss best practices for implementing each leadership style to maximize effectiveness and team satisfaction.
• 29:46 – 31:33 – Directive Leadership in Depth: Detailed breakdown of how and when to employ directive leadership effectively within an agency setting.
• 31:33 – 33:57 – Coaching and Supporting Styles: Exploration of coaching and supporting leadership styles, including how to empower team members through these approaches.
• 36:00 – 37:23 – Identifying Leadership Missteps: Techniques for identifying when a chosen leadership style isn't working and how to pivot effectively to support team success.
• 38:25 – 39:28 – Building Team Confidence: Strategies for boosting team confidence through gradual increases in responsibility, helping team members grow effectively into their roles

• Free Live Workshop:  https://audreyjoykwan.com/leadershipstyles
• Connect with Audrey through her profile:
  • IG: https://www.instagram.com/audreyjoykwan/
  • LI: https://www.linkedin.com/in/kwanaudrey/
• Website: https://audreyjoykwan.com/
• Marcel’s episode in Audrey’s pod: https://audreyjoykwan.com/podcast-ep86/

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• 00:00 – 05:32 – Opening Discussion: Marcel and Joey highlight the critical role of clear communication and the art of building client relationships in agency settings.
• 05:34 – 08:36 – Joey's Insights: Sharing his journey as an agency owner and creative director, Joey delves into why effective communication is foundational to strong client relationships.
• 08:38 – 12:30 – Trust Building: Marcel and Joey explore the importance of understanding client needs and establishing trust at the start of any client engagement.
• 12:33 – 16:34 – Vision and Communication: Early client meetings focus on clear communication and vision setting to foster trust and understand clients’ needs, as emphasized by Joey.
• 16:36 – 20:34 – Managing Scope Creep: The duo addresses the challenges of scope creep, stressing the need for transparent communication and managing client expectations to prevent project pitfalls.
• 20:37 – 25:22 – Strategic Communication: Joey provides tips and strategies for handling scope creep and managing expectations through effective communication and strategic discussions.
• 25:24 – 30:41 – Extracting Value: Discussion on the importance of deriving high-value context from client meetings to fully grasp their pain points and project objectives.
• 30:44 – 36:32 – Ongoing Engagement: The significance of continuous check-ins and communication to maintain trust and enhance the client experience throughout the project.
• 36:34 – 42:14 – Emotional Engagement: Marcel and Joey talk about managing the emotional journey of client engagements, emphasizing the need to sustain excitement and vision.
• 42:16 – 47:58 – Further Learning: Joey shares additional resources and underscores the importance of genuine human interaction in nurturing client relationships.

• Download the Think Like Your Client POV Guide here: https://www.joeytackett.com/podcastresources
• Website: https://Joeytackett.com
• LinkedIn: https://www.linkedin.com/in/joeytackett (Feel free to DM!)
• Instagram: https://www.instagram.com/creativejoey (Feel free to DM!)
• Twitter: https://twitter.com/joeytackett 
• YouTube Channel: https://www.youtube.com/@HeyJoeyTackett/videos

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