How Agency Right-Sizing Impacts Profitability with Nick Eubanks
Agency Ahead by Traject
English - September 21, 2020 11:00 - 25 minutes - 35 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Right-sizing is the key to profitability. If you don't hire enough, you can't get client work done. If you hire too much, you end up sending all your profits to payroll.
Nick Eubanks can tell you all about how to hit that workforce sweet spot. He's the founder and Chief Strategy Officer at From the Future, an agency which partners with companies in high growth industries to accelerate customer acquisition. He's also one of the minds behind the Traffic Think Tank, a place where you can "learn, connect, and level up with the best SEOs on the planet."
He also runs Agency Builder. This is "a battle-tested program for agency owners to increase revenue, build the right team, and drive profitable growth." Nick will help you increase sales, scale your team, and grow profits. The builder is full of training, templates, and automation tools to help you make your agency awesome.
Tune in right now to get some of his most valuable insights absolutely free.
The highlights:
[1:54] An increase in works doesn’t always lead to more profit
[7:38] Tracking work fulfillment and tying to resources.
[8:52] Common mistakes and learning from experience.
[13:28] Fine-tuning the agency sales funnel.
[17:15] Scaling services and revenue via your existing clients.
[21:10] An Agency Builder free webinar opportunity for our listeners.
[22:40] Nick's cause.
The insights:
Major resource allocation issues
Nick says he made a lot of mistakes when he first got started.
He describes his early process.
When I get to 80% of that person's capacity, 32 hours for a 40-hour person, we're going to hire another one. And that made sense to me."
After a few years of this, Nick had 20 in-house employees and 15 contractors, and he was asking himself why he was making less money than ever.
Fortunately, Nick had a mentor who showed him a better path.
You always have the right amount of people for the right departments that could do the right deliverables at the right time. If you don't have enough sustained work for somebody to make a full time hire you grow into that with contractor resourcing."
Designing a predictable model for forecasting
Taking this approach to hiring means it's vital to have a predictable forecasting model that works. Nick has a method for that as well.
From there, you look at your pipeline and pick ten stages.
By way of example:
Getting the lead - 10%
Making contact - 20%
Budget qualified - 30%
...and so on.
He says these deals should always be based on the scope of the agreement.
This lets agencies look ahead to the work people do and whether they have enough resources to get that work done. To ask:
Tracking your usage and resources by tying it to your pipeline
Nick says it's very important to keep one's finger on the pulse of the business.
Or...what deals are in the pipeline, and can the agency actually fulfill them if they close?
The mistakes almost every agency makes
The most prevalent?
He suggests billing that at somewhere between 10% to 15%.
Most agencies don't track all the things they're actually doing and where their time is being sent.
Identifying these missed opportunities often shocks agency owners.
Here's all this additional account planning time being spent by your team members on the client accounts themselves that's not being tracked against that account, that's not being accounted as an expense. So their blended rate is probably $85 an hour. That's a best-case scenario."
A lot of profitability gets lost when you don't have simple processes in place to keep track of these things, and it's the biggest thing to master if you want to level up as an agency.
Once the time tracking is implemented correctly, it usually takes anywhere from 3 to 6 months to get the blended rate up.
Fine-tuning the sales funnel
Agencies typically need to address focusing on building their pipeline for sales.
We know we generate leads through these 5 different channels. In the early days, it's probably going to be personal brand and referrals.
This is how we treat them. When they come in, this is the questionnaire they get. This is the report we create for them. This is how we budget qualify, sales qualify, marketing qualify. Can we land and expand?"
Nick uses listening tools to fine-tune the sales funnel to account for changes in the economy and circumstance. One tool he uses is a Reddit Scraper he came up with, which is free for download on his site. It generates a sheet that lets you see all the topics that are being spoken about in a particular subreddit.
Check out how it works.
Why does it work?
You should use some of this listening information to diversify the products and services that you're selling as an agency.
Land new clients, but grow your existing client’s services
Nick talked about how in the beginning he was always chasing new business.
Yet Nick's mentor pointed out that agencies that thrive, the ones that are around the longest, get 70% of their new revenue every year from their existing clients.
How do you get into an existing account, provide as much value as you possibly can, become a strategic partner, expand that account, and use that to grow a dedicated team?"
If you do that, a flywheel just kicks off profit for your business on the basis of having a handful of client accounts.
The nuances of the agency business model are fascinating precisely because you're selling human capital.
One thing they do at From the Future is a quarterly business review.
The audit shows everything each client's competitors are doing, and what they are doing to win new revenue opportunities in their space.
You're showing them: here are the additional things we could be doing for you. Here are the revenue opportunities. Let us show you how much we care about you and how much we think about you and how important your growth is to us as your partner.
It changes the dynamic of those narratives, and I can say emphatically they almost always convert into more business."
Become invaluable to your existing clients. Embed your agency within the fabric of your client’s profit stream.
He says the ultimate sales pitch for why anyone should hire an agency is cost savings. If you were to hire the same group of people it would cost a company hundreds of thousands of dollars a year in salary as opposed to thousands in fees.
Agencies should build on that strength.
A great free webinar opportunity for agencies
On September 23rd at 1:00 pm EST, Nick and his Agency Builder partner, Selena Vidya, are doing a live resource-building set-up.
If you go to the webinar you'll actually be getting one of the properties they offer in Agency Builder. "We call it the resource manager, and it's the craziest thing you've ever seen built-in Google Sheets."
Register for the free webinar here.
What’s your right now cause?
Nick supports Hope Works in Camden.
They pay young people to come in to learn HTML, CSS, Javascript, GPS coordination, stuff that's in high demand for well-paying jobs in the immediate area. Then they'll actually help those students get jobs, once they graduate from their programs."
The fact that young people get paid to learn skills is a big help for them. They build up their resumes and get placed in companies.
He points out that code is the new modern trade, that you don't need a four-year degree to get into it.
Connect with Nick Eubanks
Want to connect with Nick? There are a ton of channels and businesses to find him.
Agency Builder Website
From the Future Agency Website
Traffic Think Tank