Build a Better Agency Podcast

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan takes a deep dive into the often-daunting but absolutely essential world of agency finances. Joined by seasoned fractional CFO Niall Cotter, Drew McLellan unpacks how understanding your numbers goes far beyond simply making sure your profit and loss statement looks good on paper. Throughout the conversation, Cotter explains why so many growing agencies are "confidently wrong" about their finances: the models look beautiful, but nobody has tested the assumptions underneath them. You'll learn how growth and retainers billed in advance can hide shrinking margins for years, how one owner cut his business by 75% and came out healthier, and why a 5% margin on a $20 million agency is far more fragile than a 20% margin on a $5 million one. If you've ever wondered why your reports say you're profitable while the money never shows up in the bank, you'll find out exactly where agency profitability hides and leaks. Cotter and Drew walk through the three ratios every owner should track monthly (compensation as a share of AGI, overhead as a share of AGI, and whether cash is moving in line with profit) and how they line up with AMI's 55-25-20 benchmark. They also cover updating fully loaded costs every six months, why owners have to track their own time, the risks of relying on a single "finance unicorn," and what buyers find in the books that eats into agency profitability and your purchase price. Whether you're a small shop where you still know every number by heart, a growing agency that has lost sight of margin by client, or an owner planning an exit in the next few years, this episode gives you the questions to ask and the numbers to demand. Tune in now and start making decisions with data you can actually trust! A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Moving beyond "beautiful" financial reports to uncover confidently wrong assumptions The critical role of accurate, up-to-date cost-to-deliver data for agency decision-making Identifying and eliminating avoidable ambiguity in agency finances The necessity of robust systems over reliance on a single "finance unicorn" Why tracking profitability by client and service line matters The risk of strong cash flow masking poor profitability Key metrics every agency owner should monitor monthly to drive better business decisions  

Welcome to another thought-provoking episode of Build a Better Agency! This week, host Drew McLellan sits down with category design expert Kevin Maney for a conversation that will have you rethinking what truly sets your agency apart. Drawing from decades of experience as a tech journalist and co-author of landmark books like Play Bigger and The Category Creation Formula, Kevin Maney unpacks the pitfalls of simply striving to be "better" and instead shares actionable strategies for helping agencies carve out and own their own unique category. Together, Drew McLellan and Kevin Maney dig deep into the concept of category design—why being "better" than the competition is a recipe for constant comparison, and how agencies can escape this cycle by identifying what's actually missing in their market. Kevin Maney introduces listeners to his simple yet powerful formula: context + missing + innovation = new category. You'll hear how this approach can help your agency move beyond incremental improvements and create truly meaningful differentiation that resonates with both clients and prospects. Listeners are provided with real-world examples, including a behind-the-scenes look at Kevin Maney's work with LinkedIn and how discovering new context and unmet needs revitalized their Sales Navigator division. The episode also offers practical advice on running the category creation exercise with your own team, crafting a compelling point of view (POV) document, and ensuring your messaging is centered around your clients' challenges and aspirations rather than your agency's credentials. Whether you're struggling to stand out in a crowded market, or you're looking for a framework to help your clients do the same, this episode is filled with actionable inspiration. Listen in to discover how reframing your strategy can help you own a unique space, align your team, and tell irresistible stories that engage prospects and clients alike. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Why positioning your agency as "better" forces you to re-argue your value every time a key staffer leaves How to apply the context plus missing plus innovation formula to uncover a category your agency can own Why you shouldn't ask your customers what's missing, and who you should gather in the room instead How LinkedIn Sales Navigator used the "deep sales" concept to go from slowest to fastest growing division in two years How to use the adjacent possible to keep your positioning from landing too safe or too far out How to structure a point of view document, from describing the problem to the brief case for why you're the one to solve it Why a point of view should replace your About Us content in RFPs, websites, sales decks, and job descriptions  

Welcome to another can't-miss episode of Build a Better Agency! Recorded live at MAICON 2026 in Cleveland, host Drew McLellan sits down with Rachel Woods, CEO and co-founder of AI Momentum Protocols (AMP), to tackle the question most agency owners can't answer: who actually owns AI in your shop? Woods started as an AI data scientist on Facebook's ads research team, built and sold a GPT startup, and ran an agency focused on AI operations for marketing and PR firms. Now she leads a community of more than 1,500 AI operators, and she argues your AI problem isn't a tools problem. It's an org chart problem. In this episode, Woods explains why so many agencies have bought the tools but never seen the impact show up in their margins. You'll learn the difference between "settling" and "tool chasing," and why chasing the latest agent every Monday can be worse for your team than standing still. If you've ever wondered why your team splits into a few AI power users and everyone else, you'll discover how to close that gap and move from using AI to truly building AI operations into how your agency runs. Woods also shares how typing a single word into her AI agent on a sick day completed more than eight hours of work. Woods and Drew walk through the five hats every agency needs to fill (visionary, operator, implementer, subject matter expert, and end user) and why the owner who builds every system has demoted themselves. They dig into Woods' CRAFT cycle for turning instinctive judgment calls into repeatable AI playbooks, why you should "own the playbook and rent the tech," and why storing playbooks in something as simple as Google Docs protects you when a tool disappears. They also cover how AI operations add value in an acquisition, and how to answer the client who asks why they're still paying full price if you're using AI. Whether you're an owner who loves building AI tools yourself, a leader trying to get a skeptical team on board, or someone wondering how AI will change the way you price and sell your work, this episode gives you a clear roadmap for turning scattered experiments into a real operating system. Tune in now and find out who should be wearing which hat in your agency! A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Why treating AI as a project or initiative, rather than a way of operating, keeps it from changing your margins How to recognize whether your agency is stuck in "settling" or "tool chasing," and why tool chasing creates whiplash The five hats every agency needs to operationalize AI, and how one person can wear several of them How the CRAFT cycle turns a subject matter expert's instinctive judgment calls into AI playbooks that get adopted Why you only need one AI tool, and how to choose the one most of your team is already comfortable with How to build a tool-agnostic playbook library that survives platform changes and adds value in an acquisition Why your first step should be getting every team member to build one personal playbook, before you ask about ROI

Welcome to another inspiring episode of Build a Better Agency! This week, host Drew McLellan sits down with longtime agency owner Stacy Jones to discuss the hard-earned lessons and deep insights behind her new business parable, "Dragons and Doors." If you've ever felt the pressure of forging your own path, facing daunting challenges, or wondering how to truly move your agency forward, this conversation is a must-listen. Stacy Jones opens up about her winding journey through the world of agency ownership—sharing both the victories and the setbacks that shaped her over nearly two decades in the business. Together, she and Drew McLellan explore the central metaphor of her book: the "doors" (opportunities) and "dragons" (challenges) we all encounter, and the resilience required to move through uncertainty. Listeners will get candid insights into why setbacks matter, how failure becomes a teacher, and the universal truths that every agency owner should recognize as they grow their business and lead their teams. The episode also dives into the human side of leadership, from understanding personal and team core values, to learning how to avoid over-rescuing employees, to finding balance between relentless drive and necessary rest. Stacy Jones shares her own moments of overwork, vulnerability, and growth, revealing how introspection—and even failure—can pave the way for greater agency success and personal fulfillment. Tune in for practical wisdom on decision-making, fostering a strong work culture, and building agency resilience in the face of unexpected turns. Whether you're navigating a tough moment or celebrating a big win, you'll walk away from this episode with renewed motivation to embrace your journey—dragons, doors, and all. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Embracing failure and resilience as central to agency growth Recognizing and navigating doors (opportunities) and dragons (challenges) in agency ownership The evolution of instincts and decision-making through experience The impact of core values on agency culture and leadership Balancing self-sacrifice with personal well-being and growth Developing teams by allowing space for mistakes and learning Finding purpose and having faith in your journey as an agency leader

Welcome to another insightful episode of Build a Better Agency! In this solo cast, Drew McLellan continues his deep dive into the complexities of agency partnerships, offering a practical framework for agency owners considering bringing on a business partner. Picking up from last month's episode—which focused on self-reflection, motivations, and evaluating if partnership is truly the right answer—Drew McLellan now guides listeners through an essential step-by-step process for vetting and integrating a potential partner. Listeners can expect an in-depth discussion of a multi-phase framework designed to slow down the excitement of new partnerships and ensure critical conversations happen before any agreements are signed. Drew McLellan walks through topics such as personal and professional alignment, candid money talks, and even how to "test drive" the partnership with real-world collaboration. He emphasizes the importance of understanding each other's financial habits, stress behavior, and life goals to avoid costly, painful mistakes down the road. The episode doesn't shy away from hard truths. Drew McLellan details red flags and yellow flags that should prompt caution or even a stop to the process, underscoring the gravity of a decision that can shape both business and personal futures. Rather than offering a one-size-fits-all answer, the episode provides pathways for owners who decide partnership isn't right, including alternatives like strong #2s, peer groups, and advisory boards. Whether you're already in talks with a prospective partner or just beginning to consider it, this episode equips you with actionable tools and a clear-eyed perspective for one of the most significant decisions you'll make as an agency owner. By the end, you'll have a practical roadmap, a better understanding of your own needs, and the confidence to chart the best path forward for your agency's future success. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The critical importance of slow, thorough due diligence before entering a partnership Essential alignment conversations about personal goals, financial expectations, and decision-making processes The need for candid, sometimes uncomfortable discussions about money, risk, and stress Testing potential partnerships through real work scenarios and stress situations Recognizing and acting on red and yellow flags during the evaluation process Alternatives to partnerships, such as a strong number 2, peer groups, or advisory boards The value of honest self-reflection in determining whether a partner is truly needed

Welcome to a thought-provoking episode of Build a Better Agency! This week, host Drew McLellan is joined by agency owner and author Barry LaBov for an in-depth conversation about the power—and business necessity—of true differentiation. Drawing from over four decades of agency experience and the insights in his latest book, Barry LaBov unpacks why standing out in a crowded, commoditized market is more crucial than ever for agencies and their clients. Together, Drew McLellan and Barry LaBov challenge the assumption that differentiation has to mean being superior. Instead, you'll hear how uncovering—rather than inventing—your agency's or client's unique attributes can transform your relationships, energize your team, and drive growth. Barry LaBov draws parallels between leading an agency and performing in a rock band, emphasizing a collaborative, open culture where every voice plays a part in generating innovative ideas. The conversation tackles practical strategies for embedding new business development into agency culture, celebrating innovation even when an idea isn't purchased, and why making clients look like heroes is the ultimate win. Barry LaBov also shares actionable techniques for discovering hidden points of distinction within your own agency or for clients, turning seemingly mundane details into signature differentiators that fuel pride and retention. Don't miss this episode if you're ready to move beyond the surface of agency branding and dig deeper into what truly sets you apart. By the end, you'll have a fresh perspective—and a toolkit of inspiring ideas—for making differentiation a tangible, energizing force in your business. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Building a collaborative agency culture modeled after a rock band Encouraging all team members to contribute ideas, regardless of department Prioritizing ongoing idea generation and proactive client engagement Recognizing and celebrating employee efforts, not just business wins Understanding the true drivers of differentiation for clients and agencies The value of discovering, naming, and promoting unique attributes Aligning agency growth with strengthening client relationships and trust  

Welcome to another can't-miss episode of Build a Better Agency! Host Drew McLellan welcomes back Steve Farber, bestselling author of The Radical Leap and co-author (with legendary leadership researchers Jim Kouzes and Barry Posner) of the brand new book The Radical Promise: Mastering the Art of Doing What You Say You Will Do, for a conversation about leadership credibility and what it actually takes to become a leader your team can count on. In this episode, Farber unpacks why so many leaders accidentally erode trust without ever meaning to. You'll learn how unintentional promises quietly damage leadership credibility, why bad time management and a nice-guy tendency to say yes create hidden say-do gaps, and why Farber believes people who consistently follow through on their word are exceedingly rare, and therefore a massive competitive advantage. Farber and Drew dig into the practical side of closing that gap, including a simple weekly journaling exercise for tracking intentional and unintentional commitments, the baseball inspired strikes analogy for understanding when an apology stops working, and the idea of developing a contractual attitude so that every promise, however casual it sounds, gets treated like a commitment. They also talk about why inviting your team to give you feedback on your own follow-through is one of the fastest ways to build trust. Whether you're a new agency owner trying to set the tone for your team, a veteran leader who suspects you've got a say-do gap or two of your own, or simply someone who wants clients and staff to see you as someone whose word is truly their bond, this episode gives you a real framework for closing the gap. Tune in to find out how doing what you say you will do can become your agency's biggest differentiator. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The pivotal role of credibility and trust in effective leadership Why consistently doing what you say you will do sets agencies apart How unintentional promises can still undermine your leadership Practical ways to identify and close your own "say-do" gaps The power of a "contractual attitude" in both words and actions Why holding yourself accountable comes before holding others accountable How a culture of reliability inside the agency translates to stronger client relationships

Welcome to a thought-provoking episode of Build a Better Agency! This week, host Drew McLellan confronts a topic that every agency leader needs to address: operational inefficiency and the hidden costs it creates. Joined by operational efficiency expert Michael Greenberg, Drew explores why so many agencies find themselves drowning in disconnected tech stacks, tribal knowledge, and manual processes—and what it really takes to fix it. Drawing from his extensive experience in agency operations and as the author of a book on digital maturation, Michael Greenberg breaks down his five-level framework for operational excellence. Listeners will discover how most agencies get stuck at "Level 2," juggling a mess of cloud-based tools that don't talk to each other, and why that bottleneck blocks the path to real AI adoption. Together, Drew and Michael pull back the curtain on "operational debt" and "operational drag"—those silent killers of growth and profit—and walk through real-world case studies, including agencies faced with integrating multiple acquired firms and their overlapping systems. You'll hear step-by-step strategies for moving your agency forward, from getting buy-in across your team to documenting processes and making smart technology choices. They discuss practical ways to quantify the cost of inefficiency, shortcuts for finding your biggest wins, and even how to gamify process improvement so change actually happens. Plus, Michael shares the single easiest place to start leveraging AI—no full tech overhaul required. This episode is a must-listen if you're feeling overwhelmed by tech bloat, turnover risk, or simply want your agency to be faster, more scalable, and ready for the future. Walk away with actionable tactics to build consistency, boost client confidence, and unlock the next level of profitability—no matter where you're starting. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Understand the five levels of operational maturity, from information silos to fully AI-powered operations, and where most agencies actually land Learn why "operational debt" and tribal knowledge quietly cost agencies six figures a year in lost time and inconsistent client delivery Discover the exact order, people, process, then tools, that determines whether an AI rollout succeeds or stalls Hear a real case study of an agency that cut eight of thirteen overlapping software subscriptions and recovered $50,000 Learn the "Rule Zero" habit (always be recording) that gives any agency an immediate, low-effort AI win Understand why client intake, onboarding, and weekly progress reporting are the highest-ROI processes to fix first Get Greenberg's take on how to win team buy-in for new tools and processes, including two of his favorite incentive tricks Learn what kind of technical skill your team actually needs to start automating agency operations Discover Greenberg's prediction for how fast agencies will need to mature over the next two years compared to other industries

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with Lucy Stratton, CEO and longtime team member of AgencyEA, to explore her remarkable journey from entry-level sales assistant to sitting at the helm. If you've ever considered succession planning, agency leadership, or simply wondered what it takes to thrive within one organization for decades, this episode is tailor-made for you. Lucy Stratton shares her unique story, beginning with her move to Chicago and initial freelance work at AgencyEA, to ultimately steering the agency through an ESOP transition as CEO. Along the way, she discusses the value of deep institutional knowledge, the benefits and challenges of working with a tightly knit team, and why staying attuned to external perspectives helps avoid insularity as your agency evolves. Her first-hand account offers an authentic look at how agency culture, consistent growth, and intentional talent development contribute to long-term success. Together, Drew McLellan and Lucy Stratton unpack the practical realities of succession, including the importance of financial rigor, the surprises and challenges of moving from a specialized role into broad leadership, and how CEOs can balance the ever-present tension between creative vision and business responsibility. They explore how success metrics change for leaders, why leadership fulfillment needs to come from team development rather than individual wins, and strategies for staying innovative as an agency. Don't miss this candid conversation if you're navigating your own leadership path, pondering agency ownership, or looking for ways to foster both stability and creativity within your organization. By the end of this episode, you'll walk away with actionable insights on preparing for the top job, building great teams, and leading agencies into new, exciting chapters. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Navigating the unique journey from entry-level to agency CEO The value—and challenges—of growing within a single agency Retaining culture while avoiding insularity through fresh perspectives The evolving role and impact of experiential marketing Preparing for leadership transitions and the importance of open conversations Bridging gaps in financial rigor during ownership changes Finding new sources of fulfillment as CEO beyond individual achievement

Welcome to a solo episode of Build a Better Agency! In this candid and thought-provoking installment, Drew McLellan tackles a crucial aspect of agency life that many leaders eventually confront—whether or not to take on a business partner. If you've ever found yourself yearning for someone to share the load, or wondering if partnership could be the solution to your fatigue or succession worries, this episode is a must-listen. Drawing on decades of experience as both an agency owner and consultant, Drew McLellan breaks down the realities of agency partnerships, cautioning leaders to be mindful of the pressures—industry consolidation, slower growth, shrinking profits, succession uncertainty, and the transformative impacts of AI—that might make partnership seem like an easy way out. Instead, he presents a practical, two-layered framework for evaluating if a partnership truly serves your business and personal goals: first, by outlining 9 universal non-negotiables that any candidate must clear, and second, by prompting deep self-reflection to determine if a partner is truly the right fit for you. You'll learn to distinguish between needing a partner versus simply wanting a strong number two, how to identify red flags in potential partners, and why urgent or emotional decisions can lock you into difficult, often irreversible arrangements. Drew McLellan also shares actionable advice on alternatives—like compensation structures or peer support—that may better address your needs without the complexity of new ownership. Whether you're actively considering a partnership, responding to industry trends, or simply feeling the unique pressures of agency ownership, this episode will give you the clarity, criteria, and confidence to make the best decision for the future of your business and your own peace of mind. Don't miss Drew McLellan's expert guidance on one of the most impactful choices any agency owner can make. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The realities and pressures driving agency owners to consider partnerships Universal non-negotiables for evaluating potential business partners Distinguishing between needing a partner versus a strong number two Common partnership myths and how they lead to costly mistakes Why internal alignment and self-awareness are critical before pursuing partnership Alternatives to partnership for agency owners seeking support or relief The high stakes and lasting impact of making the wrong partnership decision