John Suder and Bart Mroz discuss why the old “run an AI pilot” pitch is losing power and what agencies should do instead. The conversation focuses on the gap between successful demos and real production systems, especially for mid-market companies that already believe in AI but need help making it work. Bart argues that the biggest opportunity isn't convincing companies to try AI—it is helping them finish what they've already started. The conversation also explores why data plumbing, client context, and trust matter more than flashy demos as AI becomes cheaper and more widely available.

Key topics

The pilot era is over

Why failed pilots are still valuable

Why big firms do not automatically win

Relationships and judgment become more valuable

Mid-market companies are the sweet spot

Marketing AI is often a data problem

The winning agency position

How to pitch the opportunity

The AI doom conversation

Timestamps

00:00 – The pilot era and why the old AI pitch is fading

01:43 – Why failed AI pilots are still a business opportunity

03:56 – Why 12 to 18 months of context matters

05:14 – Relationships become more valuable as intelligence gets cheaper

07:18 – Why mid-market companies are the best fit

09:04 – Why AI marketing problems are usually data problems

11:10 – The agency position that actually wins

12:08 – The better question to ask prospects about AI

13:17 – Why AI doom headlines are often overblown

14:54 – Concerns about conspiracy, timing, and technology fears

16:23 – Closing thoughts and how to frame the opportunity

The Pilot Era is Over. Most Agencies Have Not Noticed.
https://playbook.agencyfocus.xyz/p/the-pilot-era-is-over

Practicing what we just described: playbook.agencyfocus.xyz.

Podcast: https://open.spotify.com/show/1ixmX6uVuo1QsUNQvnm5fA?si=69d6d44a5a374c08

Bart talks with Nathan Klug about why most agencies and service businesses do not have a lead problem—they have a follow-up problem. Nathan explains how dormant contact lists, if managed and reactivated properly, can produce meaningful revenue without buying more leads. They cover list quality, database reactivation, personalization, and why human judgment still matters even when using AI and software to speed up research and outreach.

Key topics

Timestamps

(00:00) Opening the follow-up problem—why this is not a lead problem

(01:35) What a typical dormant contact list looks like

(03:08) Why professional and home services are a strong fit for reactivation

(04:24) Revival rates from dead lists and the revenue math behind them

(07:04) How often to run database reactivation campaigns

(09:05) The real reason for follow-up breaks is missing SOPs for data management.

(10:04) A roofing company example showing how messy data gets split across documents

(11:56) Why storing contacts well would have changed Nathan’s early business years

(14:32) Where software breaks without enough research and enrichment

(16:44) What AI should and should not do in outreach workflows

(18:49) The ideal structure of a first message

(19:55) Why specific personal details create better replies than generic personalization

(21:02) How to know the process is working without annoying people

Guests:

Bart Mroz, Agency Focus
https://www.linkedin.com/in/bartmroz/

Natahan Klug, Lift Growth Systems

https://www.linkedin.com/in/nathan-klug-lift/

https://www.heylift.co/

Red String App
https://redstringapp.xyz/

More of this, weekly: 

https://playbook.agencyfocus.xyz/

John Suder and Bart Mroz unpack a core mistake founder-led agencies make: assuming great work will market itself. They argue that quality is only the price of entry and that sustainable growth comes from deliberately building visibility, not waiting for referrals to do all the work. Bart grounds the discussion in recent research on high-growth professional service firms, showing how top performers treat marketing like infrastructure and invest in thought leadership around a real person, not just a brand.

Key topics

In this episode, John Suder and Bart Mroz challenge the belief that strong work naturally creates growth.

Bart explains why doing great work and making the market aware of it are two separate jobs, and most firms only staff one.

The core growth engine, according to Bart, is intentional visibility, not accidental attention.

High-growth professional service firms invest about 12 percent of revenue in marketing, compared with roughly 6 percent for lower-growth firms.

The important inversion: firms do not grow and then spend on marketing; they spend on visibility before growth shows up.

Marketing spend should be treated like infrastructure, not a discretionary expense to cut when revenue gets tight.

High-growth firms are 2.5 times more likely to position subject matter experts as thought leaders instead of leading with the agency brand.

Bart argues that buyers trust people with a clear point of view more than logos or institutions.

The episode warns against the referral trap, where agencies rely too heavily on word of mouth and hit a ceiling around 30 to 50 employees.

Bart and John say visibility should compound beyond existing networks, reaching people two or three degrees away from current contacts.

Timestamps

00:00 - The agency growth myth: great work alone is not enough

01:36 - Why quality is only the price of entry

01:58 - Intentional visibility versus accidental discovery

02:19 - The 12 percent marketing spend gap in high-growth firms

02:50 - Why spending comes before growth, not after

03:44 - Marketing as infrastructure, not a cuttable expense

04:11 - Why thought leaders outperform brand-first marketing

05:24 - The referral trap and why it creates a ceiling

06:13 - Referrals do not compound like visible expertise

07:09 - Two first moves: set a real budget and pick a person

07:45 - Build visibility around a human, not just a logo

08:13 - Closing takeaways and newsletter mention

High-Growth Firms Don't Wait to Be Discovered –
The Promotion Gap: Why Great Work Is Not Enough

https://playbook.agencyfocus.xyz/p/high-growth-firms-don-t-wait-to-be-discovered

For more insights like this, subscribe to the Playbook Podcast from Agency Focus or sign up for our newsletter at Playbook.AgencyFocus.xyz

John Suder and Bart Mroz break down why so many agency problems that look like onboarding issues are actually RevOps issues. The episode matters because it reframes missed handoffs, client confusion, and messy tool stacks as a systems problem, not a people problem. John and Bart focus on how sales, delivery, and account management can operate from the same information and why that alignment affects growth, retention, and revenue expansion.

Key topics

RevOps in agencies is about shared information, not company size

The real failure is “secondhand” communication

Why this is a revenue problem, not just an ops problem

Bad data can destroy real revenue

Tool sprawl is usually a symptom, not the root cause

Three agency breakpoints to check

The first 90 days are where the damage shows up

Communication is not fixed by pep talks

What agency owners should do this week

Timestamps

00:00 - The kickoff call where sales and delivery collide

01:15 - RevOps is not just for SaaS companies

01:39 - The simplest definition of RevOps for agencies

02:17 - Why secondhand information creates embarrassing handoffs

02:36 - The stats behind the RevOps problem

03:33 - Bad data can cost 20 percent of annual revenue

04:31 - Breakpoint one: shared single layer

05:52 - Breakpoint two: unified execution timeline

06:21 - Breakpoint three: pipeline-first measurement

06:48 - Stack sprawl and the spreadsheet problem

08:02 - Why the first 90 days expose broken processes

09:22 - RevOps is discipline, not just a title

09:47 - Three things agency owners should check this week

10:22 - Expansion revenue should not be treated like luck

11:20 - Do you actually need a new tool?

12:03 - Listener call for agency kickoff-call stories

12:40 - Closing thoughts and wrap-up

Links:

RevOps Isn't a SaaS Problem
https://playbook.agencyfocus.xyz/p/revops-isn-t-a-saas-problem

The Playbook Newsletter:
https://playbook.agencyfocus.xyz/

Bart Mroz:
https://www.linkedin.com/in/bartmroz/

John Suder:
https://www.linkedin.com/in/johnsuder/

Most agency owners are not losing deals at the end—they are losing them months or years before the buying cycle even starts. John Suder and Bart Mroz break down why "staying in touch" is usually just harvesting and what it really takes to become the obvious choice when a client is finally ready to buy.

The mistake is deceptively simple: build a list, work it hard when pipeline is low, then disappear when things are good. Bart argues that quarterly check-ins, generic LinkedIn touches, and mass "congrats" messages create noise, not trust. The real advantage comes from being relevant, specific, and genuinely useful long before there is a budget, a brief, or an urgent need.

You'll discover why the typical agency sales cycle can stretch 12 to 36 months, why the actual closing window may only be 2 to 4 weeks, and why most firms are spending their time on the 20 percent of activity that produces only 20 percent of revenue. 

John and Bart also unpack the difference between a system and a habit, how to shrink your focus to 20 to 30 real relationships, and why the Dunbar Number matters more than a giant contact list.

The conversation gets practical fast. They break down what thoughtful relationship-building looks like day to day, how to notice promotions, role changes, and company shifts, and why sending one relevant article beats blasting 400 people at once. They also walk through a real agency example where a founder stayed lightly connected with a contact for years and eventually landed a six-figure brand engagement without ever forcing a pitch.

This episode is a wake-up call for anyone relying on active leads, LinkedIn tactics, or lucky timing to drive new business. If you want a pipeline that compounds instead of constantly resetting to zero, this is the long-game playbook you need.Perfect for agency owners, consultants, and business development leaders who want more than busywork and better than luck.

Guests:

Bart Mroz https://www.linkedin.com/in/bartmroz/

John Suder https://www.linkedin.com/in/jjohnsude

Playbook Newsletter

playbook.agencyfocus.xyz

RedString App Demo - drop us a line for a free walkthrough

[email protected]

In this conversation, Bart Mroz and Jason Rosenbaum (RGRO Solutions/Safe Landing Capital) unpack a timely question for agencies and service businesses: are you growing in a way that actually creates value, or are you just chasing more revenue? What starts with a sports analogy quickly turns into a sharp discussion about leadership, hiring, client concentration, pricing models, and operational design. The core message is simple: businesses don’t get stronger just by adding more work. They get stronger when they intentionally design the right roles, the right relationships, and the right kind of value. Jason explains why agencies need to stop thinking only in terms of headcount and logos and start thinking about profitability, client quality, and the future shape of the business. Bart adds the perspective of someone stepping into a new leadership role and helping rethink how revenue, teams, and delivery should work together. They also dig into:

Why the best client relationships are built on strategy, trust, and value creation

If you lead an agency, run a service business, or are rethinking how your team operates, this episode is a strong reminder that the real work is not just growing bigger—it's designing better.

Key Takeaway:
The best businesses don’t just hire more people or land bigger logos. They intentionally build systems, roles, and client relationships that create long-term value. Notable Quote:
“Intentional design around your business is just gonna become so vital.

Topics Covered:

The future of account management

Bart Mroz
https://www.linkedin.com/in/bartmroz/

Jason Rosenbaum https://www.linkedin.com/in/jason-rosenbaum/

In this episode, John Suder and Bart Mroz break down a smarter way for agencies to find sales opportunities using one of the most honest signals available: job postings. They explain why job postings are more useful than vague intent signals like funding announcements or gut feelings and how to use them to identify real budget, current need, and timing. You’ll learn how to read a careers page, score postings for relevance, spot patterns across multiple roles, and turn that research into a better outreach message.

What you’ll learn
- Why job postings are “budget made public”
- How to tell the difference between a real buying signal and a guess
- Where to find job posting data
- How to score roles from 1 to 5
- How to write a one-line strategic read
- Five hiring patterns that change your outreach approach
- How to use job postings to time your pitch better

Key takeaways
- A job posting is a real, checkable signal that someone has already approved spending.
- The posting is often more current than a company’s website, press release, or LinkedIn presence.
- The best outreach is specific, timely, and grounded in something the prospect can verify.
- Patterns across multiple roles tell you more than one job post on its own.
- The goal is not to chase every role, but to identify the right bridge into a conversation.

Patterns covered in the episode
- Single senior gap
- Full team build
- Leadership change
- In-house replacement
- No postings / quiet page

Playbook newsletter: playbook.agencyfocus.xyz
Early access demos: [email protected]
Red String https://redstringapp.xyz/

Subscribe for new episodes each week on YouTube or wherever you listen to podcasts.

Discover why traditional ABM often falls short for founder-led agencies and how a shift in strategy and tools can unlock deeper client relationships and more efficient growth. This episode explores a revolutionary approach to revenue intelligence that puts founders in control. In this episode:

Timestamps:

00:00 - Introduction: Rethinking ABM for founder-led agencies

01:10 - The problem with treating ABM as a marketing tactic

02:41 - Why traditional ABM advice doesn't work for small agencies

03:08 - The strategic constraint: focusing deeply on 20 accounts

04:44 - Introduction to RedString: Revenue intelligence layer

05:53 - How RedString connects account data for smarter outreach

06:23 - Building account profiles: scoring and signals

07:30 - The importance of high-quality research for effective ABM

08:29 - Automating cadence follow-ups with RedString

09:17 - The founder’s morning with RedString: pipeline overview and prioritization

10:11 - The lapse radar: reactivating dormant relationships

12:23 - Relationship intelligence for meetings and outreach

13:01 - Why deep relationships beat volume: the math behind it

14:51 - Common founder pitfalls and system adoption barriers

15:54 - How to explore RedString for your agency Resources & Links:

Connect with Bart and Agency Focus

LinkedIn (Bart Mroz)
LinkedIn (Agency Focus)

Twitter (Bart Mroz)

To see a demo or discuss your ABM strategy, contact Bart or the team at RedString via email through redstringapp.xyz. Subscribe to the weekly newsletter for updates and early access: playbook.agencyfocus.xyz

Why QBRs Fail Agencies (and What to Do Instead): Build a Team Listening System

John Suder and co-host Bart Mroz argue that the traditional quarterly business review (QBR) is “a confession” that an agency hasn’t been paying attention during the 89 days before the meeting. 

They compare agencies to the hospitality model in Will Guidara’s Unreasonable Hospitality, emphasizing that standout moments arise from a system in which everyone listens continuously—not just account leads or founders. 

Bart describes a “democracy problem” in which signals die out because team members assume that noticing and flagging issues isn’t their job. The fix: define which signals to watch for (e.g., scope creep, new initiatives, frustration) and create a frictionless way to capture them (e.g., a Slack channel or a project tool field). 

They recommend killing the slide deck by using live dashboards and replacing QBRs with monthly working sessions focused on making real decisions, keeping quarterly check-ins optional.

00:00 Why QBRs Feel Pointless

00:57 The QBR Is a Confession

02:10 Too Late With the Deck

03:03 Agencies Are Hospitality

05:06 Build a Listening System

06:34 The Democracy Problem

07:35 Signals and Frictionless Sharing

09:44 Replace QBRs With Decisions

12:04 Vendor vs Partner Calls

13:45 Why Agencies Keep QBRs

15:17 Real Attention Every Day

15:42 Wrap Up and Where to Read

The Agency Focus Playbook Newsletter
https://playbook.agencyfocus.xyz/

Will Guidara's book Unreasonable Hospitality 

John Suder and co-host Bart Mroz argue that asking “Which jobs will AI take?” is the wrong question because task-based “exposure to AI” models fail to predict real outcomes.

Citing Benedict Evans, they note that despite decades of automation tools, the number of accountants rose while journalism jobs declined, largely because the internet destroyed the revenue model (classified ads), not because software replaced the work. They warn that agencies face two distinct AI risks: clients may think AI can replicate agency outputs, but the bigger threat is AI damaging clients’ business models, shrinking budgets, and cutting outside spend. 

Bart proposes a test—imagine top clients’ revenue halved and identify what gets cut first—and advises founders to have curious, non-alarmed conversations to become strategic partners rather than production vendors.

00:00 Wrong Question About AI

00:24 Exposure Model Fails

01:13 Accounting Automation Myth

02:02 Journalism Business Model

02:52 Uber and Surprise Disruption

03:17 AI and Agency Task Trap

03:40 Two Risks for Agencies

04:10 Judgment Over Output

05:18 Client Business Model Risk

06:08 Top Three Clients Test

07:05 How to Talk to Clients

08:00 Be Strategic Partner

08:32 Wrap Up and Takeaways

08:59 Closing and Credits

Bart Mroz’s Linkedin Post: ​​https://www.linkedin.com/feed/update/urn:li:activity:7467907694125858816/

The Agency Focus Playbook Newsletter
https://playbook.agencyfocus.xyz/