Agency Darlings

There's a particular type of lead that does more damage to your confidence than any other: the price shopper. They're not looking for expertise. They're not prioritizing outcomes. They're laser-focused on getting the lowest number, and the conversation they drag you into can leave you questioning everything about your business.In this episode, Melissa and Meredith unpack one of the most frustrating parts of running an agency: the sales call that was doomed from the start. The one where the prospect has no budget, no clarity on their goals, and is really just shopping around to see what's out there.The data backs up what you're feeling. Over 60% of early-stage agency calls are informational, not transactional. And buyers who ask for pricing before discussing goals are two times less likely to convert. That's a lot of time and energy poured into conversations that were never going anywhere.If you've ever wondered...Why do I keep getting on calls that go nowhere?How do I stop attracting leads who only care about price?What should my website contact form actually ask?How do I handle it when a prospect tries to drive my price down?...this one's for you.This episode is brought to you by:Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Pre-Show: Revisiting Your Business Model and Energy Audit Where Melissa and Meredith are putting their energy right now Why auditing your business model regularly keeps you from getting stuck The question every founder should ask before taking on new work(00:08:51) Intro: The Sales Call That Was Doomed from the Start The call where the prospect has no budget, no goals, and no intention of closing Why these calls do more damage than just wasting your time How to recognize the pattern before you invest another hour(00:10:07) What Makes a Price Shopper Different from a Real Lead The key distinction between buyers and price shoppers What it sounds like when someone is shopping vs. genuinely evaluating Why "we're talking to a few other agencies" is a red flag worth paying attention to(00:14:03) When Price Is the Focus, You Already Have Your Answer Why defending your pricing on a sales call is a losing position The mindset shift from justifying your rates to qualifying your leads What Melissa means by "that is your conclusion based on a very small set of people"(00:17:02) Standing Your Ground: The Procurement Story The client who was told she was "the most expensive by far" and held her number What happens when you back up your pricing with outcomes instead of flinching Why procurement conversations are the ultimate test of your positioning(00:24:10) Quote of the Day: Know Your Worth and Then Add Tax The Bethenny Frankel quote every agency founder needs to hear Why nobody should work for free, and that includes your time on bad sales calls What "people do pay 300k for branding" really means for your pricing confidence(00:27:39) Stats: Why Pre-Qualifying Leads Changes Everything Over 60% of early-stage agency calls are informational, not transactional Buyers who ask for pricing before discussing goals are 2x less likely to convert Agencies that pre-qualify leads see up to 40% higher close rates(00:29:16) Symptoms You're Dealing with Too Many Price Shoppers Long sales cycles that never close and why your pipeline looks full but nothing converts Feeling exhausted by sales conversations you used to enjoy Clients who sign on and start nickel-and-diming from day one(00:35:45) Your Website Form Is Your First Line of Defense Why "tell us about your project" is the worst contact form question The real questions your form should ask to filter out the wrong leads Why a longer form turning people away is a feature, not a bug(00:43:02) What to Ask on Your Contact Form to Filter the Right Leads Specific questions that reveal intent, readiness, and budget alignment Why asking "are you the decision maker?" saves you months of follow-up How six minutes on a form can save you an hour on a dead-end call(00:51:18) Packaging Offers Around Problems, Not Services Why leading with deliverables instead of outcomes attracts the wrong buyers How reframing your offer suite changes who reaches out to you The shift from "what does it cost" conversations to "can you solve this" conversations(00:57:59) Stop Giving Away Strategy on Intro Calls Where the line is between being helpful and doing free consulting Why sharing too much on a first call trains prospects to expect strategy for free How to keep discovery calls focused on their problem, not your playbook(01:01:38) Scripts for Handling Price Shoppers on the Call Sharing your ranges early and getting their reaction live Exactly what to say when pricing is clearly their only focus How to refer someone out with confidence and without burning a bridge(01:05:02) The Reflection Audit: Where Are You Spending Your Time? The one question that reveals whether your sales process needs a reset Why the answer is almost never to lower your prices How to shift from defending your pricing to attracting buyers who value outcomesWant To Dive Deeper On These Topics?Episode 013: Ghosts, Maybes, and Wins: Your Pipeline PlaybookEpisode 026: A Step-by-Step Sales Process for AgenciesApply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/communityJoin our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:Waverly Ave: waverlyave.comInstagram: instagram.com/waverlyave.coLe Chéile: lecheile.co/contactInstagram: instagram.com/lecheile.co

Over the past decade, Lauryn Warnick has quietly built Villain Branding into a trusted partner for high-growth B2B companies navigating moments where brand decisions carry real weight, scale, complexity, leadership alignment, and pressure. In the past two years, she's doubled Villain's revenue, putting the firm in the rare 2% of women-owned businesses to cross the seven-figure threshold.But that growth didn't come from doing more. It came from doing less, and from making a painful identity shift that most founders avoid talking about.If you've ever wondered...How do I know when it's time to stop being a practitioner and start being a CEO?What does it actually look like to scale past a million without burning out?How do I invest in my business when those investments hurt my personal income?When is the right time to rebrand, and what problem should it actually solve?...this one's for you.This episode is brought to you by:Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Intro & Meet Lauryn WarnickVillain Branding's journey to seven figures and the 2% of women-owned businessesWhy Melissa considers Lauryn one of her best collaboratorsThe importance of finding advisors who don't have anything to prove(00:05:59) The Three Eras of Building an AgencyFreelancer era: saying yes to everything, everything feels urgentCollective era: pulling in talented peers, still not quite the leaderConsultancy era: running an actual business with systems and accountabilityWhy "era-ing" your 10-year business isn't silly, it's necessary(00:11:38) The Identity Shift from Strategist to CEOWhy your career identity might be holding your agency backThe difference between starting a business in your 20s versus your 30s and 40s"I never want to be in the room where I'm the smartest person"Building systems that make it impossible to slip back into day-to-day work(00:21:50) From Scarcity to Right: The Mindset ShiftMoving from "more, more" to "right, right"Being confident saying who you're NOT for anymoreThe temptation to grow the way you're "supposed to" vs. what's right for your businessWhy "do no harm" matters as you scale(00:31:36) Building Trust in Yourself as a FounderThe pressure of having your husband quit his job to work in your businessImposter syndrome around calling yourself a CEOWhy thinking about what you'd do if it didn't work out actually builds confidenceListening to external validation when internal belief is shaky(00:39:19) The Rebrand: When Your Brand Lags Behind Your BusinessHow to know when a rebrand is actually necessary (not just "everyone else is doing it")When your audience shifts but your story hasn't caught upThe workarounds that signal your brand isn't working anymoreWhy your brand has to be bigger than you when you're selling to enterprise(00:46:30) Investing in Your Business When It HurtsThe reality: you probably made more money before you hit a millionYear one investment: operations and systems (not sexy, but crucial)Year two focus: revenue generation after the foundation is builtWhat to do when your first investment doesn't pan out(00:56:50) What Villain Wants to Be Known ForMaking brand useful at scale, measurable, embedded in business, not theoreticalBrand as operational leverage, not just a marketing thingWhy agencies need to tie their work to ROI (especially now with AI)"Less is more. Do a thing really well, then get rid of the rest."Want To Dive Deeper On These Topics?Episode 35: Become the CEO of Your Life with Amanda GoetzApply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/communityJoin our agency advice column: agencydarlings.myflodesk.com/signupConnect with Lauryn:Villain Branding: villainbranding.comLinkedIn: linkedin.com/in/laurynwarnickInstagram: instagram.com/lauryn.warnickConnect with Melissa & Meredith:Waverly Ave: waverlyave.comInstagram: instagram.com/waverlyave.coLe Chéile: lecheile.co/contactInstagram: instagram.com/lecheile.co

We're seeing it everywhere: nearly every agency we work with is in the middle of a pivot right now or has pivoted in the past year. We're in a particular moment of needing to pivot, given what's happening in the world.According to the 2025 Agency Growth Benchmark report, over 60% of agencies between $500K and $3M in revenue undergo a positioning or offer reset every two to four years. And that's not surprising, because agencies at this stage need to level up every time they hit a new threshold. Pivoting doesn't need to be a sign of failure or that you did something wrong. It's a sign of outgrowing something. This worked for a while. It's not working anymore. Let's change it.If you've ever wondered...Why your agency feels stuck even though you're working harder than everHow to reinvent your business without risking the revenue you've builtWhen a pivot is actually necessary versus just shiny object syndrome...this one's for you.This episode is brought to you by:Copilot Money | Get two months free with code DARLINGS at copilot.money/darlingsChapters:(00:00:00) Introduction & Year of the Fire Horse(00:04:00) Why Every Agency Owner Is Pivoting Right Now(00:10:00) Pivoting Isn't Failure, It's Outgrowing What Worked(00:17:00) Signs You're Ready for a Pivot(00:23:00) The Four Types of Agency Pivots(00:33:00) How to Approach Change Without Burning It Down(00:37:00) The "Rebuild From Day One" Exercise(00:42:00) Testing Before You Commit(00:45:00) Bringing Your Team Along for the RideWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

A lot of agency owners think winning big clients is about fancy credential decks, bigger case studies, or the perfect pitch presentation. It's not. It's a psychology game, not a proposal game. And if you're stuck in the small budget, high-maintenance client cycle, it's rarely because your work isn't good enough—it's because of the energy you're bringing, the positioning you're claiming, and the decision patterns you're signaling (maybe unintentionally) that tell bigger clients you're built for smaller work.In today's episode, we break down the psychology that separates boutique agencies who get overlooked from the ones who get chosen and trusted by enterprise companies. Big clients buy certainty. They're buying confidence. They're buying clarity. They're not buying deliverables.If you've ever wondered...Why you keep attracting small, executional, needy clients even though you're capable of bigger, strategic workHow to position yourself as a strategic partner instead of an execution armWhat signals you're sending that keep bigger clients from seeing you as their solutionHow to shift your energy, pricing, and sales process to attract higher-quality relationships...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsCopper | Get 15% off any annual plan with code AGENCYDARLINGS at copper.com/agencyChapters:(00:00:00) Why Winning Big Clients Isn't About Better Decks or More Case Studies(00:09:40) The Data: What Big Clients Actually Buy (Spoiler: Not Deliverables)(00:14:33) Small Energy vs. Big Energy: How You're Signaling Your Size(00:28:29) The Three Value Perception Levels (And Why You're Stuck in Level One)(00:36:27) The Authority Transfer Effect: Reducing Cognitive Load in the First 10 Minutes(00:39:09) The Paradox of Big Clients: The Less You Need Them, The More They Want YouWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

How to actually enjoy the money your agency is making without guilt, chaos, or burnout. That's the conversation Melissa and Meredith are having today, darling—because too many successful founders are still living like freelancers.You're hitting revenue goals. You're paying contractors, employees, covering taxes and expenses. But you're not paying yourself what you're worth. You're taking tiny distributions when cash flow is good and feeling guilty about everything in between. And if we're being honest? You wouldn't accept the job you have on paper—with that salary—from anyone else.In this episode, we break down the founder treat rule, the profit threshold bonus system, and percentage-based strategies that remove the guilt from paying yourself. Because your joy matters. Your wellbeing matters. And your lifestyle matters just as much as your agency's bottom line.If you've ever wondered...• Why you're hitting all your revenue goals but your personal lifestyle hasn't changed• How to pay yourself consistently without feeling guilty or putting the business at risk• What baseline salary you should actually be taking as an agency founder• When it's financially safe to take bonuses without accidentally putting yourself in the red next month• How to create guilt-free spending that fuels your leadership instead of depleting it...this one's for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:(00:00:00) Why Founders Struggle to Pay Themselves What They're Worth(00:03:15) The Founder Treat Rule: Recurring Guilt-Free Joy(00:08:12) Stats That Prove Founder Compensation Drives Business Success(00:09:11) Creating a Base Salary + Bonus Structure That Works(00:14:00) The Profit Threshold Rule for Guilt-Free Distributions(00:18:00) Percentage-Based Systems That Normalize Founder Pay(00:21:00) Creating Your "Fun Account" and Treating Yourself Intentionally(00:24:20) Why Your Joy Matters for Business ExpansionWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community• Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co• Le Chéile: lecheile.co/contact• Instagram: instagram.com/lecheile.co

Nothing drains boutique agencies faster than the black hole of pitching and RFPs. In today’s episode, we’re pulling back the curtain on a topic that every agency owner privately obsesses over, but very few talk about honestly: why pitches rarely convert, why proposals don’t win business, and why most agencies are building their entire biz dev system on a process that statistically works against them. We’re ending the season with a powerful reframe. Because stepping into a new year with your old RFP mindset is just… not the vibe, darling.If you’ve ever wondered…• Why you're prioritizing RFPs when they’re actually draining your time, margins, and confidence• Why your beautifully crafted proposals aren’t converting• What influences (or limits) your win rates more than any pitch deck ever could…this one’s for you.This episode is brought to you by:Copilot | Get two months free with code DARLINGS at https://try.copilot.money/darlingsChapters:(00:00:00) Kicking Off the Season With Momentum & Fresh Energy(00:06:19) The Hard Truth About Pitches, Proposals & Why They Rarely Convert(00:22:08) Why RFPs Feel Like Momentum—but Rarely Move Your Business Forward(00:28:21) How Many Pitches Should You Actually Say Yes To?(00:38:42) Best-in-Class Pitching: How to Show Up Like the Obvious ChoiceWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

You know that sinking feeling when your sales pipeline starts to dry up? When the big deal you were sure would close suddenly stalls, and your perfectly forecasted month starts to look like a desert? We’ve all been there, darling. In this week’s episode, we’re naming it, reframing it, and turning it into your next big growth moment.We call it Pipeline Panic — that all-too-familiar moment when the phone stops ringing, the leads slow down, and your brain starts catastrophizing every possible worst-case scenario. But as we unpack in this conversation, those slow seasons aren’t proof you’re failing; they’re proof you’ve been in business long enough to see the natural rhythm of growth, rest, and renewal.If you’ve ever wondered…• What do I do when my pipeline slows down?• How can I tell that my agency is actually evolving?• When panic hits, how do I keep up momentum?…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings/ Copper | Get 15% off any annual plan with code DARLINGS at https://copper.com/agencyChapters:(00:00:00) When the Pipeline Slows Down(00:11:39) The Data Behind the Dip(00:16:29) Reframing Struggle as a Sign of Staying Power(00:20:39) Redefining Growth Beyond the Numbers(00:31:13) Creating Momentum Without the Hard Sell(00:44:30) From Panic to Power: Building Momentum TogetherWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

The agency world doesn’t reward those who cling to “how it’s always been done.” It rewards the ones brave enough to redesign their business around what actually works — and what actually matters. In this powerful conversation, we sit down with Amy Jackson, founder and CEO of TaleSplash, to talk about what it really looks like to evolve your agency in real time.Over the past year, Amy has made bold shifts in her business, from niching into health, family, and safety brands to restructuring her team, rethinking her client criteria, and raising her rates with confidence. But what makes her story resonate so deeply isn’t just the transformation itself; it’s the honest, intentional way she approached every step.If you’ve ever wondered…• How do I identify a niche that actually energizes me?• What would happen if I stopped chasing volume and focused on building relationships?• Am I defining success based on what I want, or on vanity metrics?…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings Chapters:(00:00:00) Niching Down Without Closing Doors(00:10:03) Learning Before Locking In(00:14:48) Defining the Right Fit(00:21:34) Redefining Success on Your Own Terms(00:30:35) Pricing with Conviction(00:38:16) Standing Your Ground with Premium Clients(00:46:48) Boundaries Build Better Businesses(00:53:32) Evolving the Team, Reclaiming the RoleConnect with Amy:• @TaleSplash on Instagram: https://www.instagram.com/talesplash• Amy on LinkedIn: https://www.linkedin.com/in/amyfjackson/• TaleSplash on LinkedIn: https://www.linkedin.com/company/talesplash/• Website: https://www.talesplash.com/Want To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

The agency world was never meant to be a one-character show. In a culture that glorifies doing it all at once — CEO, visionary, mom, partner, friend, athlete — we’re often left feeling like we’re failing at all of it. But what if the key to thriving wasn’t about finding “perfect balance”… but about owning intentional imbalance?This week, we sit down with Amanda Goetz, 2x founder, 4x CMO, mom of three, newsletter creator to over 150,000 readers, and author of the book Toxic Grit: How To Have It All And (Actually) Love What You Have. Amanda unpacks what it really looks like to live and work at full capacity without losing yourself along the way.If you’ve ever wondered…• Why do I always feel like I’m doing everything at once?• How can I stop reacting to everything immediately?• How can I show up fully in each season of my agency’s growth?…this one’s for you.This episode is brought to you by:Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings Chapters:(00:00:00) Focus and Finish: Master One Thing Before the Next(00:09:27) Delegation Without Guilt: Building the Support You Deserve(00:23:58) Character Theory: Choosing Who Leads Your Life(00:36:55) The Urgency Trap, the Parking Lot, and Two Post-Its(00:49:59) You’re the Director — No One’s Giving You PermissionConnect with Amanda:• Order Toxic Grit: https://www.toxicgrit.com • Girlboss Podcast (soon to be Ambition 2.0): https://girlboss.com • Website: https://amandagoetz.com• Instagram: https://instagram.com/theamandagoetz• LinkedIn: https://linkedin.com/in/amandagoetzWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

Are you tired of feeling like just another option on a client’s spreadsheet? Same. In this episode, we’re calling out the biggest trap agencies keep falling into: commoditization. That’s the fancy word for “clients treating you like you’re interchangeable,” which basically translates to constant price haggling, razor-thin margins, and burnout city. No thanks.Here’s the truth: you’re probably playing into it without even realizing it. Saying yes to the wrong clients. Offering too many “we can do everything” services. Giving generic answers like “we’re collaborative” when asked what makes you different (newsflash: everyone says that).We break down the shifts that pull you out of the price war and into the premium lane: niche with confidence, lead with outcomes (not deliverables), create frameworks that scream authority, and show up as a partner—not a vendor. Oh, and stop hiding your voice. Thought leadership isn’t optional if you want dream clients lining up.This isn’t about playing harder in a broken game. It’s about rewriting the rules so you’re seen as one-of-one, not one-of-many. Buckle up, darling—it’s time to stop discounting your brilliance.If you’ve ever wondered…• Am I competing on price instead of leading with value?• What makes my agency truly one-of-one?• Am I a strategic partner or just cranking out deliverables?…this one’s for you.This episode is brought to you by:Copper | Get 15% off any annual plan with code DARLINGS at https://copper.com/agencyChapters:(00:00:00) The Race to the Bottom and How to Escape It(00:11:56) Commoditization Is a Choice(00:17:20) Niching, Outcomes, and the Power of Process(00:26:29) From Vendor to Partner: The Thought Leadership Shift(00:31:29) Choosing Differentiation as Your Growth StrategyWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

The business guidance over the last few years has felt like someone telling you to sit quietly and wait for rescue. That's not the energy we're bringing, darling. While others are dwelling on how challenging things have been, the agencies absolutely flourishing right now have discovered something powerful: they're not building their empire for someday - they're building it for today. In this empowering conversation, Melissa and Meredith share what it really takes to create a resilient agency that thrives. They're celebrating the end of the "waiting for perfect conditions" era and inviting agency owners to step into a bold new approach that honors exactly where you are right now.Welcome back to Season 4! After a summer hiatus filled with major life changes - moves, surgery, and business milestones - Melissa and Meredith return with a bold declaration: resilience isn't just a buzzword, it's the foundation of every agency that will survive the next decade. This season opener sets the tone for what's ahead with an honest conversation about building anti-fragile agencies that thrive in uncertainty.If you've ever wondered...• How your agency can flourish instead of just surviving• How certain agencies seem to dance through economic challenges while others struggle• Whether you're meant to embrace the ever-evolving nature of agency life...this one's for you.What to expect in this episode:• Why waiting for "normal" business conditions is the riskiest strategy of all• The mindset shift that separates thriving agencies from struggling ones• How to reframe business ups and downs as intelligence, not failure• The uncomfortable truth about whether you're suited for agency life• Practical strategies for building businesses that get stronger during uncertainty• Why the last five years might be the new normal (and why that's good news)• How to use resistance and pushback as innovation opportunities• The difference between surviving change and designing for itChapters:(00:00:00) Why Resilience Matters in Agency Life(00:06:32) Shifting from Hustle to Sustainability(00:14:08) Lessons from Setbacks and Failures(00:22:47) Practical Tools to Reframe Challenges(00:31:55) Building a Community of Support(00:40:10) Final Takeaways and Daily PracticesWant To Dive Deeper On These Topics?• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community • Join our agency advice column: agencydarlings.myflodesk.com/signupConnect with Melissa & Meredith:• Waverly Ave: waverlyave.com• Instagram: instagram.com/waverlyave.co • Le Chéile: lecheile.co/contact • Instagram: instagram.com/lecheile.co

This episode is sponsored by Metricool. Get 30 days free of any Premium plan with code: Darlings and at Metricool.com/Darlings.In today’s episode, Melissa and Meredith are joined by Rebecca Sollinger, Chief Brand Officer at ARMRA and longtime brand leader with experience across powerhouse agencies like Droga5 and RoAndCo, as well as lifestyle brands like Sakara Life and Quiksilver. With a rare perspective from both sides of the agency-client table, Rebecca offers candid insight into what CMOs really want—and how the best agencies rise to meet the moment.From brand building in a fast-moving world to taking smart creative risks, this episode is packed with honest reflections, strategic advice, and real-world guidance for boutique agencies trying to win (and retain) the right clients.If you’ve ever wondered: “Are my pitches actually working?” “What do brand leaders really want from their agency partners?” “How bold is too bold in a client relationship?” This one’s for you.What to expect in this episode: 💡 Rebecca’s journey from investment banking to building brands in both agency and in-house roles 💡 The two things every founder and marketer must align: vision and the P&L 💡 What today’s CMO role really demands—and how it’s evolved in the last decade 💡 Why agency founders often make the best partners 💡 The do’s and don’ts of pitching (seriously—stop screen sharing that whole deck) 💡 When to go bold, when to play it safe, and how to present both without losing your client’s trustActionable takeaways: ✔️ Clarify your agency’s vision—and stay grounded in what you do best ✔️ Ditch the ego: bring bold ideas, but be open to no’s ✔️ When pitching, share a pre-read and focus live calls on collaboration ✔️ Give clients two options: a solid foundation and a bold extension ✔️ If you're using AI, be transparent—smart CMOs expect it and welcome the efficiencyReal talk moments: 🗣️ “If you’re not watching your P&L, you’re not leading a brand—you’re just playing business.” 🗣️ “The best agencies act like true partners. They’re in the weeds with you.” 🗣️ “Don’t pitch me—talk to me. I want to solve a problem together.” 🗣️ “Bold ideas are great, but I also need to know what we’re risking.” 🗣️ “Brand building hasn’t changed—it’s still about emotional connection. But executing that clearly? That’s the challenge.”Connect with Rebecca Sollinger: 🌐 Website: https://www.tryarmra.com 🔗 LinkedIn: Rebecca Sollinger

Episode description:In today’s episode, Melissa goes solo for a quick pep talk on the myth of "I'm bad at sales." She dives into how sales is a skill anyone can learn and how women, in particular, have natural strengths that make them amazing at sales. Melissa shares her own journey from hesitating to lead in business development to building a career in sales, while offering practical advice on how to approach sales calls in a way that focuses on listening, diagnosing problems, and building meaningful client relationships. This episode is full of actionable tips and stats to help you rethink sales and embrace your own potential to succeed in it.What to expect in this episode:The myth of being "bad at sales" and why it’s just not true.How women’s natural problem-solving skills give them a competitive edge in sales.Melissa’s personal story of moving from hesitant to confident in business development.The importance of focusing on relationships, not selling, when connecting with potential clients.Why leading a sales call means listening more than pitching.How to create clarity in sales calls by focusing on the next step, not jumping straight to proposals.Actionable takeaways:Shift your mindset from “I’m bad at sales” to “I’m getting better at solving problems.”Focus on building relationships by asking insightful questions and listening to understand client needs.Don’t rush into proposals—clarify the next step with the client first to avoid wasting time.Make your sales calls about diagnosing issues and providing solutions, not pushing a pitch.Remember that sales isn’t about convincing someone to buy; it’s about helping them make an informed decision.Real talk moments:Stop thinking of yourself as "bad at sales." You’re already great at building relationships—you just need to shift your focus.Sales doesn’t have to be pushy or uncomfortable. It’s about listening, understanding, and providing value.Take the pressure off by reframing the sales process as a conversation where both sides are figuring out if it’s a good fit.Sales is about clarity: Ask the right questions to gauge interest, and don’t waste time on proposals if they’re not ready.