Episode 275:

As we celebrate the most anticipated New Year’s Day in any of our lifetimes, we also find ourselves planning, goal settings, and making resolutions for the new year. Whenever I ask an agency owner what goals they’ve set for their shop, without exception, the first goal (and often the only goal) they can come up with is a revenue goal. I absolutely want you to set revenue goals for this year but you shouldn’t limit your thinking to that one metric. There are other growth goals that are as important, if not more so, than what your gross revenue is for the year.

One of the fallacies that plagues agencies is that the only way to have a successful year is to get bigger (gross billings) but that’s a short-sighted and incorrect notion. There are many ways you can build and expand your agency that have nothing to do with your revenue. And depending on your agency – several of them could be even more fruitful and put more money in your pocket.

In this solocast episode of Build A Better Agency, I’m going to walk you through ten metrics worthy of consideration as you think about your agency’s growth. I’m not suggesting you try to tackle them all, but two or three might be the right number to consider as you plan your way to a good dose of growth for 2021.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

Growth goals for 2021

What You Will Learn in This Episode:

  • Reasonable expectations for AGI (Adjusted Gross Income) growth goals in 2021
  • The right way to think about growing your team
  • How to think about client growth in a different way
  • How certain employees block growth
  • The power of focused goals
  • The growth potential in specialization
  • How a gorilla client impacts your ability to grow
  • Taking care of the clients who got you this far
  • The powerful satisfaction metric that can impede or fuel growth
  • Why you need to take some time to think about your life goals, and not just your agency goals, and an AMI mini course to get you started
“Level up your employees so they show up as leaders.” @DrewMcLellan Click To Tweet “Surrounding your A-players with mediocre players only diminishes the entire team.” @DrewMcLellan Click To Tweet “Client satisfaction is such an important part of an agency’s health. Unfortunately we are often drawn to the new prospect and under care for the existing clients.” @DrewMcLellan Click To Tweet “Having employees that are happy absolutely means you are going to have happier clients.” @DrewMcLellan Click To Tweet “Your agency is supposed to exist to help you as the agency owner, as well as your team and clients, build the life that each of you wants to live.” @DrewMcLellan Click To Tweet “There are more important growth goals underneath any revenue goals.” @DrewMcLellan Click To Tweet

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About the Author: Drew McLellan

For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops, and more.

  • Leading agency owner peer groups
  • Offering workshops for agency owners and their leadership teams
  • Offering AE Bootcamps
  • Conducting individual agency owner coaching
  • Doing on-site consulting
  • Offering online courses in agency new business and account service

Because he works with over 250+ agencies every year, Drew has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written several books, including Sell With Authority (2020) and been featured in The New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog “One of 10 blogs every entrepreneur should read.”