Creative Agency Success Show (Episode 144): “A maturity model isn't a report card, it's about understanding where your decision-making capabilities are.” - Jamie Nau

In this episode of The Creative Agency Success Show, Jamie Nau and Jody Grunden pull back the curtain on how small business owners can move from just getting by to truly thriving. They’ve spent the last eight months crafting a maturity model designed to help you assess where your business stands in five key areas: cash management, forecasting, profitability, sales outlook, and financial reporting.

But here’s the thing—it’s not about being perfect. It’s about having a clear path forward.

Imagine being able to make decisions with confidence, knowing you’re moving in the right direction. That’s the power of understanding where your business currently stands and what small but impactful steps you can take next.

So, what’s your next move? Tune in now and start building a business that works for you—not the other way around.

▶️ What's a Maturity Model Anyway?

Find more podcast episodes on our website: http://www.summitcpa.net/podcasts

Episode resources:

● Summit Virtual CFO by Anders website: https://www.summitcpa.net/

● Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter

● Digital Dollars and Cents: A Virtual CFO’s Playbook to help Creative Agencies Create a Financial Roadmap to Success, is now an audiobook! Download it here: https://vcfo.summitcpa.net/ddc

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The Creative Agency Success Show helps service-based business owners master the financial side of growth. Hosted by Jamie Nau, Director of VCFO Services/ Virtual CFO, and Jody Grunden, Partner and Virtual CFO Practice Leader at Anders CPAs + Advisors, the podcast dives into essential financial strategies for scaling creative agencies. With insights from industry experts and real-world experiences, episodes explore topics like cash flow management, forecasting, and financial maturity models. Backed by Summit Virtual CFO Services by Anders, this bi-weekly show provides actionable guidance for business owners navigating financial complexity. Join the conversation to build a stronger, more financially successful agency.

Website: https://the-virtual-cpa-success-show-for-creative-agencies.simplecast.com/

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Jamie Nau, CPA, Summit Virtual CF

Episode Title:

Mastering the Art of Agency Growth: Lessons from Brad Ferris

Episode Summary:

In this episode of "The Creative Agency Success Show," hosts engage with Brad Farris from Anchor Advisors, a seasoned expert with over 20 years in the marketing and creative agency space. The discussion centers on scaling agency businesses, highlighting the importance of strategic hiring, financial planning, and maintaining cash reserves. Brad shares insights on the differences between consulting and coaching, emphasizing the empowerment of agency owners to find their own solutions. Success stories and challenges are discussed, offering practical advice on navigating growth stages and making informed decisions. The episode concludes with actionable steps for agency owners to achieve sustainable growth.

Episode Notes:

"I truly believe that a lot of visionaries and entrepreneurs think they can outsell anything, but they need to be intentional and build up that cash reserve to dive into the next level." -Brad Farris

The finer details of this episode:

• Focus on strategies for agency owners to scale their businesses.
• Discussion of the challenges faced by agency owners during growth.
• Importance of hiring the right people for agency success.
• Distinction between consulting and coaching in the agency context.
• The role of cash reserves in supporting growth initiatives.
• Insights on navigating different stages of agency growth.
• The significance of revisiting goals and aspirations regularly.
• Addressing conservative mindsets and encouraging calculated risks.
• The value of external perspectives in identifying areas for improvement.

Episode resources:

● Summit Virtual CFO by Anders website: https://www.summitcpa.net/

● Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter

● Digital Dollars and Cents: A Virtual CFO’s Playbook to help Digital Companies Create a Financial Roadmap to Success, is now an audio book! Download it here: https://vcfo.summitcpa.net/ddc

Timestamps:

Introduction to the Show (00:00:00)

Overview of "The Creative Agency Success Show" and its focus on helping agency owners.

Discussion on Growth Strategies (00:00:15)

Brad Ferris shares insights on achieving the next stage of agency growth.

Importance of Coaching (00:00:40)

Speaker 3 highlights Brad's extensive experience and the value of coaching for agencies.

Hiring Considerations for Growth (00:01:21)

Discussion on when to hire and which roles to prioritize for agency success.

Consulting vs. Coaching (00:02:32)

Brad explains the differences between consulting and coaching in agency settings.

Success Story: Navigating Crisis (00:03:35)

Brad shares a client's turnaround story after a significant revenue drop.

Engagement Structure (00:05:58)

Brad describes his coaching engagement model and its impact on client awareness.

Contingency Planning (00:07:15)

Importance of building contingency time into a CEO's schedule to handle crises.

Creative Outlets for Agency Owners (00:09:03)

Helping clients find creative outlets outside work to maintain passion and energy.

Hiring Key Team Members (00:09:59)

Discussion on the importance of hiring for growth and the challenges faced.

Bottlenecks in Growth (00:10:40)

Identifying the owner as a bottleneck and the need to delegate responsibilities.

Sales Role Transition (00:12:02)

The importance of trans

Episode Title: 2024 Year in Review

Episode Notes:

In our year end wrap up: Jody, Brett, Tom, Hannah, and Jamie share favorite moments from the show, podcasting resolutions and holiday gift wishes. the hosts reflect on personal anecdotes and provide their aspirations for the upcoming year. They also introduce a new behind-the-scenes team member.

"It’s super common for us to go into a conference and have someone say, "Hey, I love that podcast you’re on." It’s really cool, and we really enjoy it." – Jody Grunden

The finer details of this episode:

• Reflection on the past year in podcasting
• Personal podcasting resolutions for the upcoming year
• Highlights of memorable podcast episodes and guest contributions

Episode resources:

● Summit Virtual CFO by Anders website: https://www.summitcpa.net/

● If you have questions or would like to be a guest on the show, email us at mcpasuccessshow@anderscpa.com

● Check out the Virtual CFO Playbook Course: https://vcfoplaybook.summitcpa.net/

Timestamps:

Introduction to the Episode (00:00:00)

The host welcomes listeners to the Creative Agency Success Show, highlighting its value for agency owners.

Productivity in One Room (00:00:14)

Jodi humorously comments on the team's low productivity due to everyone being together, setting a light-hearted tone.

Congratulations to Indiana University (00:00:41)

Brett congratulates Indiana University on a sports victory and transitions into a discussion about online gambling.

Online Gambling Discussion (00:01:05)

The speakers engage in a light banter about online gambling's legality in Indiana and personal stakes in upcoming games.

Introducing Christine (00:01:31)

Jodi introduces Christine, acknowledging her contributions to the team and welcoming her to the show.

Christine's Favorite Podcast (00:02:08)

Christine shares her favorite podcast episode, highlighting the Young CPA as relatable for her college experience.

Introducing Mina (00:04:04)

Mina, a new team member, shares her background in agricultural tech and politics, expressing excitement for her role.

Podcast Ranking Discussion (00:04:41)

Brett mentions the podcast's ranking, humorously clarifying its position within the United States.

Mina's Podcasting Resolution (00:05:39)

Mina discusses her goal of maintaining organized scheduling for the podcast, emphasizing the importance of planning ahead.

Favorite Podcast Moments (00:06:33)

The team discusses their favorite moments and guests from their respective podcasts, starting with Brett's insights.

Brett's Podcast Insights (00:07:06)

Brett reflects on the educational value of his guests in the cannabis space, highlighting their expertise and fascinating discussions.

Christine's Support (00:09:22)

Brett thanks Christine for her behind-the-scenes support during a recent conference, showcasing teamwork.

Hannah's Favorite Episodes (00:10:00)

Hannah shares her favorite episode featuring guests from analytics, discussing their innovative contributions to the accounting space.

Tom's Podcast Experience (00:11:33)

Tom recounts a humorous incident where he was mistakenly recognized for another podcast, showcasing the dynamics of audience recognition.

Storytelling in Podcasts (00:13:36)

Tom highlights the importance of storytelling in consulting, referencing insights from guests about the hero's journey.

Jodi's Favorite Moments (00:16:04)

Jodi expresses appreciation

Episode Title:

Riding the Entrepreneurial Rollercoaster: Insights from Tom Conlon

Episode Summary:

In this episode, the hosts engage with Tom Conlon, founder of North Street Creative, to discuss his entrepreneurial journey and the cyclical nature of business. Tom shares insights on the challenges of running a creative agency, emphasizing the importance of adaptability and timely decision-making. He recounts the impact of economic cycles on business operations and the significance of maintaining strong banking relationships. The conversation also covers the role of structured operating systems like EOS in achieving strategic goals and the necessity of financial visibility. The episode concludes with reflections on media influences and the enduring value of print publications.

Episode Notes:

"I didn't even have a line of credit until COVID. When it started happening, I realized how crucial it was to have that financial safety net." Tom Conlon

The finer details of this episode:

• Entrepreneurial journey and background of the guest.
• The cyclical nature of business and its impact on creative agencies.
• Challenges faced while running a creative agency, including financial and cultural impacts.
• Importance of adaptability and making timely decisions in business.
• Strategies for surviving economic downturns, including financial planning and having a safety net.
• The role of structured operating systems in enhancing business operations.
• Financial visibility and its significance in strategic planning.
• Engaging team members in the goal-setting process for personal and professional development.
• Influence of media and publications on personal and professional growth.

Episode resources:

● Summit Virtual CFO by Anders website: https://www.summitcpa.net/

● Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter

● Digital Dollars and Cents: A Virtual CFO’s Playbook to help Digital Companies Create a Financial Roadmap to Success, is now an audio book! Download it here: https://vcfo.summitcpa.net/ddc

Timestamps:

(00:00:00)

Introduction to the podcast and its focus on helping agency owners scale their businesses.

Appreciation for Insights (00:00:14)

Discussion on the value of insights brought by co-host Hannah compared to previous co-hosts.

Conversation with Tom (00:00:23)

Hannah shares her positive experience speaking with guest Tom about his entrepreneurial journey.

Tom's Background (00:02:14)

Tom Conlon introduces himself and his branding agency, North Street Creative, and its focus areas.

Agency Evolution (00:02:36)

Tom discusses the evolution of his agency and how they adapted during the pandemic.

Entrepreneurial Journey (00:04:15)

Tom reflects on his unexpected entry into entrepreneurship and the transition from freelance work.

Lessons from Experience (00:08:45)

Tom shares key lessons learned throughout his 14 years in business, emphasizing cyclical trends.

Surviving Down Cycles (00:12:24)

Discussion on strategies to navigate low cycles in business and the importance of timely decisions.

Financial Preparedness (00:15:54)

Tom emphasizes the significance of having savings and a line of credit for business stability.

Proactive Planning (00:16:52)

Tom outlines how he prepares for future cycles with scenario planning and projections.

Culture Challenges During Tough Times (00:18:42)

Tom discusses the impact of difficult

“The good thing about retargeting is that most of the sales don't actually come from people clicking on the ad. They come from people seeing the ad and then either Googling the company or typing in the URL in the browser.” – Zaid Ammari

The finer details of this episode:

• Marketing strategies focused on paid advertising and retargeting.
• The significance of understanding data analytics in marketing.
• Explanation of retargeting and its psychological impact on consumers.
• Common mistakes businesses make in retargeting campaigns.
• The importance of lead quality over quantity in marketing efforts.
• The role of Google Analytics 4 (GA4) in optimizing marketing strategies.
• Differences between hiring freelancers and agencies for marketing services.
• Effective communication and client management in marketing.
• The onboarding process for new clients and setting realistic expectations.
• Practical applications of retargeting across various platforms.

Episode resources:

• Summit Virtual CFO by Anders website: https://www.summitcpa.net/
• Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter
• Digital Dollars and Cents: A Virtual CFO’s Playbook to help Digital Companies Create a Financial Roadmap to Success, is now an audio book! Download it here: https://vcfo.summitcpa.net/ddc
• Connect with Zaid here: linkedin.com/in/zaidammari
• Check out PPC Masterminds here: ppcmasterminds.com
• Free audit: https://ppcmasterminds.com/free-google-ads-audit/
• Studio report mentioned in the show:

https://lookerstudio.google.com/reporting/cc7472bf-0d0e-40d4-b275-22f1996ca339/page/VAzeB.

Timestamps:

Introduction to the Episode (00:00:00)

Overview of the Creative Agency Success Show and its purpose for agency owners.

Discussion of Different Mindsets (00:00:14)

Jamie and Jody reflect on their different perspectives during the episode with Zaid.

Topics Covered in the Episode (00:00:42)

Jody highlights the focus on retargeting and its common mistakes discussed with Zaid.

Guest Introduction (00:01:38)

Jamie introduces Zaid Ammari, a marketing expert from PPC Masterminds.

Zaid's Background (00:02:07)

Zaid shares his journey from banking to becoming a paid marketing specialist.

Client Targeting in Marketing (00:04:42)

Jody asks about Zaid's target clients and his focus on paid search.

Industries of Focus (00:05:28)

Zaid discusses his typical clients, primarily in e-commerce and service industries.

Introduction to Retargeting (00:06:24)

Zaid explains retargeting and its psychological impact on potential customers.

Cookies and Ad Competition (00:08:13)

Discussion on how cookies compete in ad placements and auction dynamics.

Dynamic Retargeting (00:09:10)

Zaid describes how dynamic retargeting can tailor ads based on user behavior.

Common Retargeting Mistakes (00:09:37)

Zaid identifies mistakes businesses make by using the same ads repeatedly.

Cost-Effectiveness of Retargeting (00:10:20)

Zaid explains how retargetin

“We try to help the sellers understand what the buyer's long-term vision is, what changes they expect to make, and over what period of time, because all of these things have implications on the business but also on emotions.” – Jonathan Baker

The finer details of this episode:

• Overview of mergers and acquisitions (M&A) in the creative agency sector.
• Importance of preparation for agency owners considering M&A.
• Insights on valuation factors influencing agency sales.
• Discussion on the current M&A landscape and market trends.
• The significance of maintaining clean financial records for M&A readiness.
• Exploration of deal structures and their implications, including Employee Stock Ownership Plans (ESOPs).
• The role of agency owners post-acquisition and the need for clear communication with buyers.
• Timing considerations for initiating the M&A process.
• The impact of economic changes on agency valuations and buyer interest.
• Recommendations for agency owners to proactively prepare for potential sales.

Episode resources:

• Summit Virtual CFO by Anders website: https://www.summitcpa.net/
• Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter
• Digital Dollars and Cents: A Virtual CFO’s Playbook to help Digital Companies Create a Financial Roadmap to Success, is now an audio book! Download it here: https://vcfo.summitcpa.net/ddc
• Connect with Jonathan here: https://www.linkedin.com/in/jonathandavidbaker/
• Check out Punctuation here: https://punctuation.com/

Timestamps:

Welcome to the Creative Agency Success Show (00:00:00)

Introduction to the podcast's purpose and focus on agency owners looking to scale.

Discussion on M&A Preparation (00:00:15)

Insights from Jonathan Baker about the importance of preparation for mergers and acquisitions.

M&A Landscape Insights (00:00:39)

Hannah reflects on the evolving trends in the M&A landscape and its implications for clients.

Importance of Understanding M&A (00:01:13)

Discussion on how understanding the M&A process can aid clients in their decision-making.

Preparation Equals Easier Transition (00:01:39)

Jimmy emphasizes that being well-prepared leads to a smoother M&A process and better outcomes.

Introduction of Jonathan Baker (00:02:52)

Jonathan Baker shares his background and expertise in helping firms prepare for M&A.

Jonathan's M&A Journey (00:04:07)

Jonathan recounts his personal experience with M&A, highlighting its complexities and emotional aspects.

Valuation Nuances in M&A (00:06:19)

Discussion on non-financial factors influencing valuation in the M&A process.

Timing for M&A Conversations (00:07:51)

Jonathan advises when clients should start preparing for M&A, ideally 3-4 years in advance.

Post-Sale Involvement (00:09:22)

Exploration of the buyer's perspective on post-sale involvement and its implications for sellers.

Preventative Maintenance in M&A (00:11:33)

Strategies to help owners navigate the transition and maintain business integrity post-acquisition.

Deal Structure Non-Negotiables (00:14:01)

Jonathan outlines his strong recommendations against certain deal structures, particularly ESOPs.

Understanding ESOP Risks (00:15:07)

Discussion on the potential pitfalls of employee stock ownership plans (ESOPs) in M&A.

“It's never too early to start planning because you never know when that end is going to be. Operate with optimism. There's a lot of activity that's really unprecedented in the industry right now, and I think for the years ahead, it's going to be very good for agency owners who build really solid, predictable, nice operating practices.” – Phil Daniels

The finer details of this episode:

• Overview of mergers and acquisitions (M&A) in the agency sector.
• Insights on exit readiness for agency owners.
• Discussion of motivations for agency owners considering a sale.
• Current trends in the M&A market and their implications.
• Importance of a strong management team in enhancing agency value.
• Evolving dynamics of purchase agreements and deal structures.
• The role of private equity in the agency landscape and common misconceptions.
• Strategies for presenting a compelling narrative to potential buyers.
• Importance of early planning and preparation for agency sales.
• Common pitfalls during the due diligence process and how to avoid them.

Episode resources:

• Summit Virtual CFO by Anders website: https://www.summitcpa.net/
• Love our content? Sign up for our newsletter: https://www.summitcpa.net/summit-newsletter
• Digital Dollars and Cents: A Virtual CFO’s Playbook to help Digital Companies Create a Financial Roadmap to Success, is now an audio book! Download it here: https://vcfo.summitcpa.net/ddc
• Connect with Phil here: https://www.linkedin.com/in/phillipdaniels/
• Check out Season Advisors here: https://seasonadvisors.com/

Timestamps:

Welcome to the Show (00:00:00)

Introduction to the "Creative Agency Success Show" and its focus on helping agency owners.

Discussion of Topics (00:00:14)

Overview of the episode's topics: mergers & acquisitions and basketball, highlighting guest Phil Daniels.

Phil Daniels Introduction (00:01:20)

Phil shares his background in M&A and agency ownership, setting the stage for his insights.

Early Career in M&A (00:01:35)

Phil discusses starting his career at JP Morgan, focusing on acquiring and integrating businesses.

Transition to Agency Ownership (00:02:20)

Phil recounts his journey to starting his own agency, motivated by low barriers to entry.

Agency Sales Experience (00:03:22)

Phil explains his experience with agency sales, emphasizing the emotional aspects of selling.

Motivations for Selling (00:04:46)

Phil explores various reasons agency owners consider selling, including burnout and lack of succession planning.

Exit Readiness Concept (00:07:18)

Phil introduces the idea of exit readiness, emphasizing the importance of preparation before selling.

Trends in Purchase Agreements (00:09:34)

Discussion on recent trends in M&A agreements, including structure and incentives for sellers.

Incentivized Buyouts (00:10:57)

Phil talks about the common structure of incentivized buyouts and the importance of owner involvement post-sale.

Valuation Gaps in Sales (00:12:19)

Challenges in aligning seller expectations with buyer valuations, and strategies to bridge gaps.

Timing for Cleaning Up Books (00:15:11)

Phil advises on the optimal timeline for preparing financials before selling an agency.

M&A as a Marathon (00:16:39)

Discussion on the

In this special episode of The Creative Agency Success Show, four speakers with Halloween-themed personas—Jamie Nightmare, Hannah Hexed Hood, Adam Haunted Hale, and Joey Killing Kenny—engage in a lively draft-style discussion about their favorite Halloween movies. Jamie, the enthusiastic host, sets the stage and outlines the draft rules. Hannah humorously admits her limited horror movie experience, while Adam and Joey share their deep knowledge and personal anecdotes. The conversation is filled with playful banter and passionate debates as they each select and defend their top horror film picks, creating an engaging and entertaining Halloween-themed episode.