About this episode

Marcel Petitpas and Kristen Kelly discuss how agencies can improve profitability by sequencing their efforts correctly.

About this Episode In this episode of the Agency Profit Podcast, Marcel Petitpas is joined by Kristen Kelly to unpack one of the most common—and costly—mistakes agencies make when trying to improve profitability: doing the right things in the wrong order. Drawing on real client examples, they introduce a clear framework for sequencing profitability efforts—starting with building a model of the business, then forecasting, and only then layering in data and reporting. Together, they explain why dashboards and time tracking alone don’t create insight, how the “expectations vs. reality” formula drives better decisions, and why many agencies are unknowingly executing against flawed plans. This episode offers a practical, step-by-step approach to cutting through complexity, aligning teams, and focusing on the highest-impact levers to improve margins and make smarter operational decisions.

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