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 experts, agency owners and consultants to share their actionable tips for improving profitability and operational efficiency.
Here, you'll learn what systems to implement in your business, what kind of KPI's to track, and benchmarks to aim for. How to manage things like capacity, utilization, billing rates, processes and procedures, what tools to use, mistakes to avoid and so, so much more.
If you're tired of putting out fires, working long hours, and growing revenue but not profits, you're in the right place.
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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 Oper...
Marcel Petitpas welcomes Float CEO Colin Hewitt to discuss the critical importance of cash flow for agencies and unique challenges in forecasting for service-based businesses. They explore the benefits of a direct cash flow method and practical strategies for maintaining financial health, even during tight periods. The conversation then pivots to the future of AI, its influence on SaaS companies and agencies, the evolving concept of "software moats," and the shift towards conversational interfaces, emphasizing the need for intentionality amidst rapid technological change.
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...
This episode explores "profitability sequencing," revealing how many agencies apply the right tactics in the wrong order, leading to stalled growth. It emphasizes starting with a clear business model and expectations, followed by accurate forecasting over precise data, before installing feedback loops. The discussion also covers identifying and prioritizing key profitability levers, such as overhead, utilization, and effective rates, within increasingly complex agency structures.
Points of Interest 00:01 – 00:38 – Introduction : Marcel opens the episode by introducing Peter Lang as an entrepreneur, investor, and operator deeply focused on mergers and acquisitions. 01:00 – 02:13 – From Holding Company to Teaching M&A : Peter explains that he now runs a holding company, invests in assets including agencies, and is focused on teaching other founders how to acquire and grow businesses. 02:41 – 06:09 – How an Agency Owner Became Obsessed with Acquisitions : Peter shares h...
Points of Interest 00:01 – 00:37 – Introduction : Marcel and Kristen open the episode by introducing a more philosophical discussion about why Parakeeto’s work matters beyond the surface-level goal of improving profitability. 00:37 – 02:01 – The provocative reframe : Kristen references Marcel’s recent message, “you don’t actually care about profitability,” and frames the conversation around why that idea sits at the center of a broader positioning shift. 02:01 – 03:59 – Profit is not the full st...
Points of Interest 00:00 – 03:21 – From UGURUS to E2M: Brent Weaver shares how he went from coaching thousands of agencies at UGURUS to becoming CEO of E2M Solutions after the DigitalOcean chapter ended. 03:35 – 04:51 – What makes E2M different: Marcel frames E2M as a standout white-label partner, and Brent explains why serving only agencies creates sharper focus on partner success. 04:51 – 08:16 – Process flexibility as a moat: Brent contrasts “one standardized process” versus adapting to each ...
Points of Interest 00:01 – 01:36 – Introduction: Marcel introduces the episode as a public reflection on Parakeeto’s positioning, prompted by feedback from LinkedIn and client conversations. 01:36 – 02:43 – The Identity Problem: Carson shares the internal confusion many consultants feel when their role spans finance, operations, delivery, and strategy. 02:43 – 04:52 – Clear Problem, Fuzzy Solution: Marcel explains that while Parakeeto has always been clear about solving profitability, clients st...
This episode features Drew McLellan, a veteran agency consultant, who explains that profitability is achievable at any agency size, challenging common limiting beliefs. He details how different growth stages present unique challenges, from tribal knowledge in small teams to increased client expectations in larger firms, highlighting the 15-40 FTE range as particularly profitable. The conversation also emphasizes the enduring value of strategic thinking and problem-solving, especially in an era of AI and commoditization, urging agencies to focus on intellectual contributions rather than just production.
Points of Interest 00:01 – 01:04 – Framing the PM/AM Pricing Question: Marcel welcomes listeners, introduces Carson Pierce, and frames the central question agencies face around whether and how to charge for account and project management time. 01:04 – 02:14 – Why This Issue Persists: Carson explains why underpricing project and account management work continues to surface across agencies despite increased industry maturity. 02:14 – 03:28 – The Myth That Clients Won’t Pay: Carson challenges the b...
Points of Interest 00:01 – Introduction: Marcel introduces Skye Waterson and frames the conversation around SOPs, documentation, and building operational “rails” that teams can actually use. 01:07 – Skye’s background and motivation: Skye shares her journey from academic burnout to discovering adult ADHD and building a business focused on helping founders work with their brains, not against them. 03:04 – Why ADHD frameworks help everyone: Skye explains how ADHD-friendly systems emphasize flexibil...
Points of Interest 00:00 – 01:31 – Introduction: Marcel and Kristen open with a relatable riff on Notion and AI features before framing the core issue of the episode: messy handoffs between sales, account management, and delivery in service businesses. 01:31 – 03:14 – Why Handoffs Are a Universal Agency Problem: Kristen explains why sales-to-delivery handoff issues show up in agencies of every size and maturity and highlights their downstream impact on profitability and operational sanity. 03:14...
Points of Interest 00:00 – 01:38 – Introduction: Marcel welcomes agency legal specialist Sharon Toerek, highlighting her long track record in the industry and setting the stage with a discussion about how quickly the agency world is changing. 01:38 – 02:45 – Framing the AI Legal Conversation for Agencies: They position the core topic of the episode as the legal implications of AI adoption inside agencies, especially when serving enterprise clients with sensitive data and heightened risk concerns...
Points of Interest 00:02 – 01:49 – Introduction: Marcel welcomes Kristen back to the show and sets up another practical client case study focused on a real agency engagement. 01:50 – 04:00 – The flex-labor, video production agency profile: Kristen outlines the agency’s model: a small FTE core, 10–20 contractors, just under $2M in revenue, and constant cash flow stress tied to contractor payments. 04:01 – 06:21 – Why video production and events are so punishing for cash flow: Marcel explains how ...
Points of Interest 00:00 – 01:30 – Introduction: Marcel welcomes M&A advisor Todd Taskey, who specializes in investment banking transactions for digital marketing agencies doing $1–5M in EBITDA. 01:30 – 02:40 – What Investment Banking Actually Means for Agencies: Todd explains what “investment banking transactions” are in plain language, covering how his team guides owners from first conversations through closing and integration. 02:40 – 06:30 – The “Second Bite” Thesis and Evolutionary Tran...
Points of Interest 00:01 – 01:28 – Introduction: Marcel and Carson set up the focus of the episode on why cash flow deserves as much attention as profitability in agency businesses. 01:28 – 03:31 – Two Extreme Cash Flow Scenarios: Carson shares real client examples of agencies with tight cash despite solid operations and others with healthy bank balances masking eroding profitability, highlighting why cash and profit are easy to confuse. 03:31 – 07:35 – Cash Flow vs Profitability and the Accrual...
Points of Interest 0:01 – 01:27 – Introduction: Marcel welcomes returning guest Vito Peleg, CEO of Atarim, and frames the conversation around how agencies can streamline creative collaboration and leverage AI to improve delivery efficiency and profitability. 01:28 – 03:27 – From Touring Musician to Collaboration Software Founder: Vito shares his backstory as a touring musician building websites from a van, then running a web agency, and how constant friction getting clients to give timely, clear...
Marcel Petitpas and Kristen Kelly dive into productized versus custom services, emphasizing that neither is inherently superior. They define productization, discuss its benefits like faster sales cycles, and its downsides such as rigidity and operational debt. The conversation also highlights the strategic upsides of custom work for complex problems, staffing strategies, and pricing considerations for contractors. Ultimately, the hosts advocate for aligning business models with market needs and client value, offering a balanced perspective on optimizing agency profitability.
Points of Interest 00:00 – Introduction: Marcel introduces Dr. Matthew Jones and frames the co-founder relationship as a critical driver of business health and day-to-day well-being. 01:14 – Origin Story: Matt explains how mediating friends’ founder conflict revealed a gap between business coaching and psychological expertise for co-founders. 02:20 – Why It’s Hard: The relationship requires a dual lens—operational structure and psychological dynamics—or teams get shortchanged. 05:40 – Red Flag t...
In this real client case study, Marcel and Carson walk through an anonymized agency's journey from losing $80K annually to profitability. They detail initial misdiagnoses, the Parakeeto assessment process, and the identification of core issues like a top-heavy team, utilization bottlenecks, and underpricing. The discussion highlights the strategic decision to grow out of constraints rather than cutting costs, outlining a comprehensive roadmap for recovery and sustained profit.
Marcel Petitpas interviews Folk CRM founder Simo Lemhandez about revolutionizing CRM with AI. They explore how AI centralizes client interactions, automates busywork through "AI assistants," and redefines go-to-market strategies for small agencies. The discussion also covers balancing AI automation with human oversight, SaaS platformization, and the future of skilled labor in an AI-driven economy, encouraging experts to adapt and focus on high-value creative work.
Marcel Petitpas and Kristen Kelly delve into effective annual and quarterly planning for agencies, highlighting the importance of clear vision, data-backed decisions, and flexible models over static approaches. They cover how to overcome common planning challenges, structure productive sessions, engage teams through feedback, and ensure strong communication of objectives and KPIs for aligned execution. The discussion also touches on Parakeeto's facilitation process and the benefits of third-party objectivity in planning.
Marcel Petitpas welcomes Stephen Woessner, CEO of Predictive ROI, to explore effective go-to-market strategies for agencies amidst market distrust and AI disruption. Stephen shares his systems-driven approach, born from his Air Force experience, emphasizing that trust starts below zero and requires publicly demonstrated, genuine expertise rather than superficial positioning. They detail a framework that includes defining a narrow niche, codifying a unique methodology, and implementing a multi-step 'Trust Architecture' sales process focused on understanding client needs and teaching solutions. The conversation also highlights the power of long-form, consistent content to build lasting credibility and attract right-fit clients.
This episode debunks the myth that project management tools alone can solve an agency's profit management challenges. Marcel Petitpas and Kristen Kelly explain that while PM tools are vital for workflows, agencies often get frustrated when these tools are oversold as complete profit solutions. They introduce Parakeeto's Framework -> Data -> Process model, emphasizing the importance of defining metrics first, structuring data through an ETL pipeline, and establishing ongoing data hygiene processes to achieve accurate and reliable financial reporting.
This episode features pricing expert Casey Brown, who debunks traditional economic theory, highlighting the 'price-quality effect' in professional services. She delves into why agencies struggle with pricing, often due to fear and lack of strategic focus, and offers practical advice for establishing quarterly pricing meetings. Casey also outlines effective communication strategies for both new and existing clients, stressing the importance of equipping sales teams with confidence and value-driven messaging, and exploring advanced tactics for price increases.
Marcel Petitpas and Carson Pierce delve into the nuances of revenue recognition for agencies, where payment and work schedules often diverge, leading to distorted profitability metrics with cash-based accounting. They explain the advantages of accrual accounting, including various earned value methods like time vs. timeline, budget, burndown, or subjective project manager input, to accurately reflect work completion. The discussion also covers the impact on accountants, managing deferred revenue, and alternative financial modeling for agencies not ready to fully switch their accounting systems.
Points of Interest 00:08 – 01:42 – Introduction: Marcel introduces Mark Drager, founder of Sales Loop, and sets the stage for discussing his Core Selling Identity Framework. 01:42 – 04:06 – Early Career in Film and Television: Mark shares his beginnings in film school, early TV roles, and the realization that career progress in the industry was too slow for him. 04:06 – 06:33 – Crash Course in Internet Marketing: Mark describes his time at an internet marketing franchise in 2005–2006, where he l...
Points of Interest 1:08 – 1:44 – Defining Retainers: Marcel and Carson introduce the topic of retainers, noting how different agencies define them in varied ways. 2:05 – 2:37 – Core Benefit of Retainers: Carson explains that retainers create recurring revenue and provide clients with consistent access to agency resources. 2:50 – 3:33 – Historical Context: Marcel traces retainers back to traditional professional services, where upfront payments secured future capacity. 3:44 – 5:19 – Modern Variat...
Points of Interest 00:00 – 01:09 – Introduction: Marcel introduces guest Matt, founder of The Creative Life and bestselling author, highlighting his mission to help creatives design businesses that align with their lifestyles. 01:14 – 02:24 – Coaching High-Level Creatives: Matt explains his role as a coach for award-winning creatives seeking fulfillment beyond the hustle, sharing examples of clients from Disney, Spotify, and the music industry. 02:39 – 05:00 – Early Career and First Business: Ma...
Points of Interest 00:01 – 00:51 – Introduction: Marcel welcomes Carson Pierce back to the show and introduces the episode’s focus on utilization, specifically the hidden costs of low utilization in agencies. 01:18 – 01:50 – Why Utilization Matters Now: Marcel notes that many agencies are struggling with overstaffing and underutilization in a difficult market, which compounds hidden costs over time. 01:50 – 02:45 – Carson’s Perspective on Utilization: Carson explains that agency owners often see...
