Agency Bytes

Featuring: Juliana Marulanda, Scaletime In episode 153, I sit down with Juliana Marulanda, founder of ScaleTime, who's helped over 1,000 agencies turn themselves into lean, profitable businesses that don't depend on the owner being in every room. We get into what "scale" actually means once you strip away the buzzword — her SCALE framework for seeing what's happening, building a baseline, amplifying with systems and AI, leading and delegating, and designing an exit on your own terms. Juliana shares why so many agencies stall at the same revenue marks, why managers without systems can't move the needle, and how to bookend AI with human strategy and human review. If you've ever felt chained to a business you started because you loved the work, this one's about getting your choice back. Juliana makes a grounded case that freedom isn't a vague promise — it's the ability to decide what you do with your day, and to build a business that runs whether you're there or not. Key Bytes • Scale isn't a vanity word — it's the ability to choose what you do with your day instead of being chained to the work you started. • Most owners stall around $1.2–1.3M because they overthink instead of just doing the sales and getting cash in the door. • Crossing $3M takes managers, but managers can't manage without systems to run and performance to measure. • Reaching eight figures takes leaders who can set direction without you — which means delegating strategy, the scariest handoff of all. • AI isn't set-it-and-forget-it; it's create, manage, and iterate, with a human bookending both the strategy and the quality check. • Build to sell even if you never sell — because the exit isn't always your choice, and a sellable business is a well-run one. • Running on guesswork and gut catches up with you; visibility and metrics are what let managers manage and owners step back. • Freedom of choice beats "freedom" as a slogan — design the business around the life you want, not the other way around. Chapters 00:00 The ScaleTime origin story 01:13 From Wall Street to running million-dollar event ops 04:30 Why nobody wants to manage 05:43 The trends reshaping agencies right now 10:23 The four levels of AI adoption 13:00 Bookending AI with human strategy and review 14:02 Defining scale and the SCALE framework 19:09 Optionality and designing freedom of choice 22:18 The inflection points where agencies get stuck 28:30 Rapid-fire questions and closing thoughts With over 20 years of experience across Wall Street, the nonprofit sector, technology startups, and family-owned businesses, Juliana Marulanda, founder at ScaleTime, has served over1k+ digital agencies. Featured by Forbes and Entrepreneur, Juliana helps uplevel businesses into lean, mean, profitable machines. On average, she and her team create ways to free up at least 30 hours per week for her clients so they can have successful agencies that run without them. Founders can find themselves saying “I do what I want, how I want, whenever I want” - Now that is freedom. Juliana is passionate about providing audiences with invaluable tools that they can use instantly to start improving their business. Her wealth of agency growth secrets and expertise in growth management will put agency owners and marketers on the path to scaling a business. Connect with Juliana on LinkedIn, YouTube, Instagram, Facebook, her website, or get her Scale Map here.

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off! Featuring: Meredith Fennessy Witts + Melissa Lohrer, Agency Darlings In episode 141, I sit down with Melissa and Meredith, the hosts of the Agency Darlings podcast and longtime agency operators, to unpack why so many agency owners feel burned out, stuck, or disillusioned by the traditional agency growth advice that’s been circulating for decades. We talk candidly about the “bro playbook” — hustle culture, ego-driven leadership, top-down decision making, and growth at all costs — and why it often leads to unhealthy teams, poor margins, and miserable owners. Melissa and Meredith share what they’ve learned from years inside agencies about what actually drives sustainable growth: emotional intelligence, clear communication, strong operations, and leadership that prioritizes people alongside profit. This episode is a refreshing, grounded look at agency leadership through a more human lens — one that challenges outdated norms and offers agency owners permission to build businesses that align with who they actually are. Key Bytes • Why the traditional agency “bro playbook” is failing modern agencies• The hidden cost of hustle culture on owners and teams• How emotional intelligence impacts agency growth and retention• What healthier leadership looks like inside agencies• Redefining success beyond revenue and headcount Chapters 00:00 Why the traditional agency playbook feels broken05:12 The origins of hustle culture in agencies11:04 Masculine-driven leadership norms and their impact17:32 Emotional intelligence as a growth lever23:58 Building healthier agency cultures30:41 Operator-led leadership vs. ego-led leadership37:10 Sustainable growth without burnout43:26 Redefining success as an agency owner49:12 Advice for owners ready to do things differently Each with over 15 years of experience in the agency space and deep-rooted connections within the industry, Melissa and Meredith bring actionable insights, expert advice, and candid conversations that challenge the conventional, masculine-driven approaches to agency growth. Contact Meredith & Melissa: www.agencydarlings.com https://bit.ly/MWDarlings https://waverlyave.com https://instagram.com/waverlyave.co https://www.lecheile.co/contact https://www.instagram.com/lecheile.co/

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off! Featuring: Melanie Chandruang, We Consult In episode 139, I sit down with Melanie Chandruang, founder of WeConsult and a strategic operations partner for creative agencies. Melanie has spent the last seven years helping agencies tighten up their financials, streamline workflows, and build stronger leadership teams—while also navigating two maternity leaves, a cross-country move, and re-entering the industry in one of its toughest seasons. We dig into how she rebuilt WeConsult after stepping away to have kids, what’s changed in the agency landscape since 2023, and why she’s now staying higher-level as a fractional ops leader instead of getting buried in implementation. Melanie breaks down what healthy leadership actually looks like, why so many founders remain the bottleneck even after hiring “senior” people, and how clear ownership, scorecards, and trust change everything. We also get tactical: what she looks for first in the financials, the operational metrics that matter most, and why agencies without documented processes are struggling the most with AI adoption. We wrap by talking about leading through uncertainty, avoiding burnout, and the simple practice Melanie uses to remind herself of the value she’s creating—plus her very 90s go-to karaoke song. Key Bytes• Clean financials and clear reporting are the true foundation of scalable ops• Workflow ownership matters — if it’s nobody’s job, it’s nobody’s job• Founders stay bottlenecks when leadership has no autonomy or scorecards• Agencies with documented systems adopt AI faster (and with fewer messes)• Strong leadership = trust, clarity, and shared problem-solving• Self-care and boundaries are essential for sustainable agency ownership Chapters00:01 Intro and how Melanie rebuilt WeConsult after kids and a cross-country move02:48 Stepping away from client work, losing momentum, and clawing back into a changed industry05:36 Why Melanie now stays high-level and pushes implementation to internal teams and automation07:42 Founders as bottlenecks and what a truly strong leadership team looks like11:15 Ego, scale, and the operational shifts required for owners to get out of the way15:36 Where Melanie starts operationally: financials, workflows, and clear ownership18:07 The agency financial metrics that actually matter (profitability, cash, utilization, and more)22:03 Why documented systems are the key to successful AI adoption (and how messy it gets without them)26:00 Leading through uncertainty, rebuilding a business, and protecting your own wellbeing28:38 AI note-takers, imposter syndrome, and Melanie’s “value” practice31:36 Melanie’s 90s karaoke pick and where to learn more about WeConsult Melanie Chandruang is the Founder of WeConsult and a Strategic Operations Partner for creative agencies. With over 15 years in the industry, she helps agency owners boost profits, streamline operations, and move big initiatives forward so they can focus on growth and what matters most. Connect with Melanie on their website.

Featuring: Jennifer Spire, Preston Spire In episode 137, I sit down with Jennifer Spire, Partner and CEO of Preston Spire — a 75-year-old agency that’s somehow still pushing boundaries while many newer shops flame out. Jennifer shares how she modernized a legacy company without losing the cultural DNA that kept it alive for three-quarters of a century. We get into leadership transitions, building a values-driven agency, navigating generational shifts in talent, and how she’s shaping the next era of a Midwest powerhouse. Key Bytes• The hidden advantages legacy agencies have but often ignore• Why values act as a competitive moat — but only if they’re enforced• How Jennifer leads change without blowing up culture• The reality of modernizing 75-year-old processes• Where agencies underestimate the work of staying relevant Chapters00:00 Intro01:20 What it means to run a 75-year-old agency today05:05 How Jennifer modernized Preston Spier without breaking it09:40 The cultural DNA that actually drives retention13:55 Why “values” only matter when leaders enforce them17:48 Leadership evolution: from partner to CEO21:30 What younger talent expects from an established shop25:18 Staying relevant in a fast-changing industry29:55 How Preston Spire balances legacy and innovation33:42 Advice Jennifer wishes she had earlier38:10 Closing thoughts Jennifer Spire is partner and CEO at Preston Spire, an Ad Age Best Place to Work and Midwest Small Agency of the Year. She is an accomplished agency leader with over 25 years of experience in both consumer and B2B marketing for just about every industry out there. At Preston Spire, Jennifer has played the leading role in reshaping the framework that defines the agency, focused on a strong vision, values and purpose. She has been a speaker at dozens of local and national conferences, has authored articles and thought pieces on various marketing subjects, and has been a board member of several nonprofit organizations. Jennifer was an east coast native before calling Minneapolis home. She was an NCGA gymnast and a gymnastics coach, who also had advertising in her blood, thanks to her grandfather being one of the founding fathers of Madison Avenue. Contact Jennifer on LinkedIn or the Preston Spire website.

THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off! Featuring: Drew McLellan, AMI In episode 135, I sit down with Drew McLellan, CEO of Agency Management Institute and host of the Build a Better Agency podcast. Drew’s been in the business for over 30 years and has coached thousands of agencies on how to grow profitably, attract better clients, and actually enjoy the perks of ownership. In this conversation, we unpack what the real job of an agency owner is — and how easy it is to get lost in the weeds doing everyone else’s. Drew shares how founders can move from day-to-day chaos to the higher-level work of vision, leadership, and building a pipeline that doesn’t depend on them. We also talk about the mental shift from “founder hustle” to “CEO clarity,” and what it really means to build an agency that serves your life, not the other way around. Key Bytes• The three things only the owner can and should do• Why your agency’s profit tells the truth about your leadership• Building a self-sustaining pipeline that runs without you• How to structure your week around the owner’s actual job• The difference between running an agency and owning a business• What makes an agency truly “sellable”• Common traps that keep founders stuck in the weeds• How to get your time back without losing control Chapters00:00 Welcome and Drew’s background04:12 The evolution from founder to true agency owner09:45 What the “owner’s actual job” really is14:58 Why agency profit is a mirror of leadership20:17 Building systems and pipelines that aren’t you26:04 The importance of clarity and delegation31:42 Common mistakes that limit scalability38:27 How to build an agency that can thrive without you44:10 Preparing for eventual sale or succession49:22 Drew’s advice for new and seasoned agency owners Drew McLellan has worked in advertising for 30+ years and started his own agency, McLellan Marketing Group, in 1995 after a five-year stint at Y&R and still actively runs the agency. He spends the lion’s share of his time running Agency Management Institute (AMI), which he also co-owns/runs with his wife Danyel. AMI serves thousands of small to mid-sized agencies (advertising, digital, marketing, media, and PR) every year, so they can increase their AGI, attract better clients and employees, mitigate the risks of being self-employed in such a volatile business, and best of all — let the agency owner actually enjoy the perks of agency ownership. AMI is the only agency network that is run by an active agency owner. It offers: Public workshops for agency owners, leaders and account service staff Owner peer networks (like a Vistage group or 4A’s forums) Private coaching/consulting for agency owners Annual primary research with CMOs and client decision makers about their work with agencies The highly praised podcast Build A Better Agency The only conference built for small to mid-sized agencies – the Build A Better Agency Summit Drew often appears in publications like Entrepreneur Magazine, New York Times, Washington Post, Forbes, AdAge, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.” He’s also written several books, the most recent being Sell with Authority (January 2020). The latest book has garnered rave reviews and has been the guidebook for agency growth and business development in today’s world. Drew also speaks at leading agency and marketing conferences like Inbound, Content Marketing World, and MAICON and is often cited in agency-centric content for his expertise in the industry. When he’s not hanging out with clients or agency owners and their staff, Drew spends time with his wife, their blended family, and following his beloved Dodgers. Learn more about Drew and AMI on their website.

THIS EPISODE IS SPONSORED BY IGNITIONSTART YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trialUse Code OUTSIGH25 to save 50% off! Featuring: Kirstin Russ, Practical Edge AI In episode 133, I dive into the real-world path of AI adoption for agencies with guest Kirstin Russ, founder of Principal Edge AI and Mountains to Sea Media. We unpack the four “zones” of adoption (from denial to productized services), why most AI projects fail without structure and change management, and how to turn internal automations into billable client solutions. We also hit on junior-talent pipelines in an AI world, the risk of “robot-trained-by-robots” content, pricing when you’re still learning, and the discovery discipline required to make automations actually stick. Key Bytes• The winning agencies move from “dabbling in automations” to selling AI-powered solutions that solve specific client problems.• 95% of AI projects fail because of missing structure, messy data, and zero change management — fix those first.• AI should elevate people to higher-value work; train juniors to work with AI, not to be replaced by it.• Don’t chase every shiny tool; build repeatable agent patterns and a stable stack you trust.• Discovery is everything: a “15-step” flow usually hides 30 more steps — price and scope accordingly.• Monetization starts with ops pain: map ugly manual workflows, then automate the “swivel-chair” steps.• Thought leadership beats generic AI copy: capture founder audio, codify brand voice + ICPs, then assist with AI.• Profit vs. quality is a real tension — set guardrails so efficiency never erodes outcomes. Chapters00:00 Intro & Kirstin’s two businesses00:57 Why an outsource-first agency model03:07 Year of deep AI study and first tools “in the wild”04:43 The four zones of agency AI adoption06:14 From “getting ahead” to “survive”: disruption hits marketing09:01 Why AI projects fail: structure, data, and change management11:00 Practical internal automations (transcripts → CRM, follow-ups, etc.)12:58 Junior talent in an AI era & the content quality dilemma15:18 Building an AI content assist system (voice, ICP, research)18:48 Tool sprawl vs. foundations; avoiding shiny-object traps20:40 Can clients DIY? Positioning & selling AI services21:08 Case studies: Square inventory workflow & quote tool24:38 Pricing while you’re learning; managing expectations27:18 Aha moments: you can’t do it all; systemize & delegate29:14 Theme songs, imposter syndrome, and wrap up Kirstin Russ is a seasoned business strategist with 30 years of cross-industry experience who brings a unique dual approach to business growth. As the founder of Practical Edge AI, she helps businesses leverage artificial intelligence to automate growth, reduce manual workload, and improve profitability—often delivering measurable results within the first week. Simultaneously, as the driving force behind Mountains to Sea Media, a Western North Carolina-based digital marketing agency, Kirstin helps businesses amplify their online presence through strategic internet marketing, data analytics, and performance-focused web design. Kirstin's superpower lies in her holistic approach to business analysis, understanding how systems interconnect and where AI can enhance traditional & digital marketing strategies. By combining cutting-edge AI solutions with proven digital marketing expertise, she creates integrated growth pathways that optimize both operations and customer acquisition. With an approachable style and commitment to practical results, Kirstin transforms business challenges into opportunities. Her guiding question remains: "If you could wave a magic wand and change anything about your business, what would it be?" Contact Kirstin on the Practical Edge AI website or LinkedIn, Mountains to Sea Media website or LinkedIn. THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50%

THIS EPISODE IS SPONSORED BY IGNITIONSTART YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off! Featuring: Maiya Holliday, Mangrove In episode 131, I sit down with Maiya Holliday, founder and CEO of Mangrove Web Development, a Certified B Corp agency that’s been building websites for change-makers since 2009. Maiya shares her evolution from self-taught coder to agency leader, how she built Mangrove into a values-driven, fully remote team long before it was trendy, and why B Corp certification serves as an operating system rather than a marketing badge. We dive into the realities of serving nonprofits and purpose-led organizations, how to balance mission and margin, and how AI is reshaping collaboration between designers and developers. Maiya’s insights are both grounding and inspiring for anyone building a business around impact and intention. Key Bytes • B Corp certification can provide structure for how an agency operates—not just a label to display.• Nonprofit clients aren’t “low budget” if you help them tie digital to their mission, revenue, and reach.• AI is changing agency workflows fast, but curiosity, ethics, and experimentation keep it human.• Merging two purpose-driven teams isn’t about scale—it’s about shared values and vision.• Mangrove’s evolution shows that you can stay small, focused, and deeply impactful. Chapters 00:00 Intro: From coder to CEO01:00 The origin story of Mangrove Web03:30 Becoming a Certified B Corp06:00 Lessons from the certification process09:00 Staying accountable to B Corp principles11:00 How competition has evolved in the B Corp space14:30 Why Mangrove focuses on nonprofits & foundations17:30 Pricing and positioning in the nonprofit world20:00 The role of AI in Mangrove’s workflow23:00 How design and dev are converging27:30 Internal AI tooling vs. client-facing tools30:00 Building trust as a strategic digital advisor32:20 Rapid fire: remote work, creative parenting, and common myths34:50 Closing thoughts Resources Mentioned https://www.ai4np.org/ Maiya Holliday, CEO and Founder of Mangrove Web Development, is a creative leader and collaborator who crafts digital solutions to augment the impact of changemakers. She is a self-taught coder with over a decade of hands-on experience. Maiya aligns folks toward actionable goals that help articulate and communicate their organization’s purpose and impact on the web, with people, planet, purpose, and equity at the core. She has led over 200 website projects for changemakers and purpose-driven organizations. Maiya led Mangrove to become a Certified B Corp in 2016 and has since championed the cause of socially and environmentally conscious businesses, deepening their impact. She values working alongside a diverse team of talented people who are passionate about what they do. A Bay Area native, Maiya now lives in the mountains of Truckee, CA, with her husband Shaun and little humans Terner and Miles. You might also find her in Oakland or Australia, where she tends to show up on a regular basis. Contact Maiya on LinkedIn, the company's LinkedIn page, or their website.

Featuring: Natasha Golinsky, On Purpose Projects In episode 129, I talk with Natasha Golinski, founder of On Purpose Projects, a custom web and e-commerce dev agency. Natasha is a three-time Canada Women of Influence nominee, a mom of three, and a breast cancer survivor—and she’s built her business around the belief that mindset is everything. We dig into how she went from “accidental agency owner” to leading a zero-meeting, all-contractor team for over a decade, and why journaling, EFT (tapping), and surrounding yourself with the right people are critical to surviving the entrepreneurial rollercoaster. Natasha also shares how a cancer diagnosis forced her to hire ops support—and ultimately led to one of her agency’s biggest months ever. This episode is a masterclass in grit, leadership, and the mental game of entrepreneurship. Key Bytes • Mindset is the job. Natasha starts most days with journaling and EFT to reset anxiety and focus.• Zero meetings, high loyalty. A culture of respect, gratitude, and no drama keeps her contractor team thriving.• Protect your people. Leadership means absorbing the stress and passing the praise.• Say no early. Guardrails in discovery protect the team from toxic clients.• Crisis as catalyst. Cancer forced Natasha to let go of ops—and it unlocked growth.• Community matters. No one is self-made—surround yourself with peers who lift you up.• Focus sharpens delivery. On Purpose Projects does dev only—like a food truck that just serves crepes. Chapters 00:00 Welcome & Natasha’s background02:12 Accidental agency beginnings04:45 Mindset, marketing, and money: her founder lane07:30 Morning pages & EFT as daily reset tools11:05 Cancer diagnosis, hiring ops, and a breakthrough month15:20 Building loyalty in a zero-meeting contractor culture20:22 Client red flags & protecting your team23:50 Why no one is self-made: the role of community26:30 Rapid-fire fun: karaoke, first impressions, food truck metaphor28:55 Closing thoughts Natasha Golinsky is the founder of an award-winning web development and ecommerce agency, a three-time nominee for the Canada Women of Influence® Award, and a tireless champion of female agency owners. Natasha’s also a mom of three and a breast cancer survivor who brings grit, heart, and a deep sense of purpose to everything she does. I’m thrilled to dig into her journey, her mission, and the lessons she’s learned along the way. Natasha, welcome to the show. Award-winning web development & ecommerce agency founder | Champion & connector of female agency owners | 3x nominee Canada Women of Influence® Award | Breast Cancer Butt-Kicker | Mom x 3 Contact Natasha on their website or on LinkedIn.