The Digital Agency Growth Podcast

Sales Schema
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Rated in the top 3% by ListenNotes and going strong for nearly 300 episodes since 2018, The Digital Agency Growth Podcast is dedicated to helping marketing agency owners and executives build stronger firms so they can grow, get acquired, or enjoy more peace of mind.  Hosted by agency veteran and Sales Schema CEO Dan Englander, each episode features interviews with successful agency founders, industry experts, and business strategists who share insights on client acquisition, team building, offering optimization, operational efficiency, and sustainable growth models.  

  1. Why the Best Agency Salesperson Might Not Be the Owner — Lori Cox

    1D AGO

    Why the Best Agency Salesperson Might Not Be the Owner — Lori Cox

    Learn the small shift that makes referrals repeatable. Check out our new video training: https://hey.salesschema.com/opt-in-mw-referral-engine?utm_source=podcast -- Most agency owners assume nobody can sell as well as they can. Lori Cox built an agency, sold it, and then took a BizDev leadership role — and says she's actually sharper at sales now that she's not running the whole show. Lori brings 20+ years of B2B marketing and revenue experience. She built and sold a full-service healthcare-focused agency, then moved into VP of BizDev at Knack Collective, where she works with global tech companies on partner-led go-to-market strategies. We got into the systems that made her agency sellable, why most partnership pitches go nowhere, and how the inbound/outbound mix has shifted heading into 2026. What You'll Leave With: Systems before salespeoplePartnerships require intention and attentionDiversify your pipeline, not just your client baseNon-owners can be better salespeopleAI is changing the job, not replacing it Connect with Lori on LinkedIn: https://www.linkedin.com/in/lori-cox-mba/ Knack Collective: https://knackcollective.com/

    37 min
  2. Why Your Sales Hire Needs Lead Flow First - Alexis Trammell

    FEB 4

    Why Your Sales Hire Needs Lead Flow First - Alexis Trammell

    Learn the small shift that makes referrals repeatable.  Check out our new video training.  -- What happens when years of planting seeds finally meets the right market moment? Alexis Trammel is Chief Growth Officer at Stratabeat, a B2B SaaS organic growth agency. She recently transitioned from account management into a biz dev role.  But the real story is how timing and preparation collided. For years, Stratabeat was doing the unglamorous work: niching down, building LinkedIn presence, publishing original research, speaking at conferences, nurturing relationships. Then GEO (generative engine optimization) hit right as AI anxiety peaked, and suddenly the leads started flooding in. This conversation explores what it looks like when the groundwork you've been laying finally pays off, and why most agencies aren't ready when their moment arrives. What You'll Leave With: Why lead flow needs to exist before you hire a salesperson—not the other way aroundHow years of niching down positioned them to catch the GEO waveThe compounding value of original research, LinkedIn presence, and conference visibilityWhy internal sales hires often outperform external ones when the foundation is thereHow to keep planting seeds even when you're not sure which one will sproutThe seasonality reality and why "when it rains, it pours" cuts both waysTimestamps: [00:00] Introduction to Alexis Trammel and Stratabeat[02:36] The long road of niching down and eliminating services[03:19] When AI panic created unexpected demand for GEO[05:16] Original research as a lead gen and credibility play[07:46] Coming back from maternity leave to a sales opportunity[10:00] Why the lead flow has to come before the sales hire[11:47] Wearing both the sales and marketing hats[14:10] Planning for seasonality when you're riding a wave[16:41] LinkedIn as long-term brand building, not cold outreach[22:04] GEO converting better than almost everything except referrals[30:12] The relationship groundwork that makes referrals possibleMentioned Resources / Links: Stratabeat - B2B SaaS organic growth agencyNever Eat Alone by Keith FerrazziAlexis Trammell on LinkedInTom Shapiro on LinkedIn

    32 min
  3. How to Answer “What Am I Paying You For?” When Clients Can Use AI – with Leah Leaves

    JAN 28

    How to Answer “What Am I Paying You For?” When Clients Can Use AI – with Leah Leaves

    When clients start asking "What am I paying you for?", most assume they have a pricing problem on their hands when they're actually facing an operations problem.  Leah Leaves is the founder and CEO of Alderaan Operations, where she embeds operations directors and part-time digital project managers directly into remote agencies.  In this conversation, she reveals what's happening when clients question an agency's value - asking for more deliverables, questioning reports, or wondering why they can't just use cheap tools themselves.  A few things we covered:  Why the same operational bottlenecks agencies have always had are now happening at 10x-100x speedThe exact question clients are asking agencies right now (and how the best agencies are answering it)How agencies are reinvesting time saved by AI into client experience, productized tools, and advisory servicesThe "bionic org chart" framework for documenting what AI owns versus what humans ownA practical system for turning meeting transcripts into searchable client context that actually gets usedWhy hiring people who want to stay static in their role is a feature, not a bugThe shift from deliverables-based positioning to strategic marketing partner (and why AI makes this more urgent)Timestamps: [00:00] Introduction: Leah Leaves and the state of agency operations[01:26] Same issues, 10x-100x speed: What's really changing with AI[03:37] The question clients are asking: "What am I paying you for?"[06:38] How agencies are answering the value question differently[11:15] Moving from execution to advisory: Selling thinking, not deliverables[15:30] The art of productive client meetings (and why most fail)[20:45] Hiring strategy: Finding people who want to grow vs. stay static[29:47] The bionic org chart: Documenting AI's role on your team[32:17] Practical AI implementation: Turning meeting notes into searchable knowledge[34:20] Ideas that wouldn't exist without reduced latency[35:29] Where to find Leah and learn more about operationAlderaan Operations - Leah's company embedding ops directors in agencies Leah Leaves on LinkedIn - Connect with Leah

    38 min
  4. Why Your Agency BD Hire Needs a Year, Not a Quarter - with John Caruso

    JAN 21

    Why Your Agency BD Hire Needs a Year, Not a Quarter - with John Caruso

    Looking to build a repeatable, referral-focus biz dev system inside of your agency? Check out our new video training: https://hey.salesschema.com/opt-in-mw-referral-engine -- What if successful agency business development isn't about having the perfect system, but about showing up consistently in the right conversations? John Caruso is the Director of Business Development at Vendilli, where he's spent the last six years navigating the messy reality of agency growth. With a decade of BD experience spanning traditional and digital agencies, John has learned that there's no magic formula, just consistent effort in the right places. In this conversation, he shares the unglamorous truth about what BD actually looks like day-to-day, why agency owners set their BD hires up to fail by expecting results too quickly, and how he learned the craft by sitting in dozens upon dozens of sales meetings with his team.  What You'll Leave With: The realistic timeline for a BD hire to become truly effective at an agencyHow to structure your day when client needs constantly derail your plansWhy sitting in sales meetings with experienced agency owners builds BD skills faster than any courseThe "shortlist" dynamic that determines whether prospects even consider your agencyHow to think about the division between marketing and sales activitiesWhat systems need to exist before bringing on a dedicated BD personAn education-first approach to staying top of mind without being pushyTimestamps: [00:00] Introduction: John's journey from traditional to digital agency BD[02:30] The reality of a day in the life of agency business development[05:40] What activities consistently drive revenue for agencies[10:30] Why getting on prospect "shortlists" matters more than perfect positioning[15:45] Moving beyond transactional referral requests[20:15] How the BD landscape has shifted over the past decade[28:34] What needs to be in place before hiring a BD person[29:04] The learning curve: why it takes 6-9 months minimum to see results[31:10] How Vendilli divides marketing and sales responsibilities[33:25] Where to learn more about John and VendilliVendelli: https://www.vendilli.com/  John on LinkedIn: https://www.linkedin.com/in/johncaruso-vendilli/

    35 min
  5. How We Help Agencies Build Strategic Partnerships

    JAN 14

    How We Help Agencies Build Strategic Partnerships

    Here's what nobody tells you about referrals: the real value isn't the introduction, it's identifying who will keep referring you for years. In this episode, Dan breaks down why the classic "let me know if you know anyone who needs our services" approach fails almost every time, and walks through a systematic process for turning your existing network into a consistent source of warm introductions, tastefully.  What You'll Leave With: Why asking "know anyone who might need our services?" puts massive cognitive load on your contacts (and what to ask instead)The three biggest referral mistakes agency owners make and how each one sabotages your resultsHow vertical vs. horizontal relationships determine whether someone will refer you The specific ask process: transitioning from categories of people to named individuals your connector actually knowsA practical approach to mapping your LinkedIn network for "referral ready connectors" without spamWhy strategic partnerships should be prototyped through referrals first, not started with commission structuresHow to think about the time investment: high-touch, high-leverage vs. volume plays that don't fit specialized agencies Resources  Are you an upmarket-focused agency interested in setting up a referral-based new business system?   Lets talk - go here for details: https://hey.salesschema.com/referral-engine-lp

    23 min
  6. The Big Themes from 2025

    JAN 7

    The Big Themes from 2025

    New Video Training. Referrals already work for your agency, but you've never optimized them.  Learn how in our latest video training: https://hey.salesschema.com/opt-in-mw-referral-engine  -- This year-end review distills the most important lessons from a year of conversations with agency owners, researchers, and growth experts who've been in the trenches. What You'll Leave With: Why trust has replaced awareness and differentiation as the scarce resource in agency growthThe counterintuitive sales-to-delivery handoff that makes closing easier (even though it seems expensive)How to move referrals from passive hope to systematic pipeline generationThe difference between economic headwinds as obstacles versus excusesWhy specialization is no longer a debate but table stakes for competitive agenciesThe rise of agency perspective An under-discussed macro trend that could reshape entire marketing niches over the next few yearsEpisodes Referenced:   -Nick Petroski: https://salesschema.com/the-data-you-need-before-you-build-your-2026-biz-dev-plan-with-nick-petroski/ -Brooke MacLean: https://salesschema.com/how-brooke-maclean-built-an-80-person-agency-with-zero-debt/ -Brock Murray: https://salesschema.com/scaling-past-50-employees-how-seo-plus-built-a-global-agency/ -Spencer Gallagher:  -Stewart Gandolf:  https://salesschema.com/lessons-from-building-an-eight-figure-niche-agency-stewart-gandolf/ -Erik J. Olson:  https://salesschema.com/erik-j-olson-on-why-most-agencies-plateau-and-how-to-build-one-that-grows-predictably/ -Stephen Woessner: https://salesschema.com/stephen-woessner-on-the-smile-graph-ais-impact-on-agencies/ -Karl Sakas: https://salesschema.com/karl-sakas-on-scaling-smart-and-reclaiming-your-time/ -Todd Gagne: https://salesschema.com/karl-sakas-on-scaling-smart-and-reclaiming-your-time/

    15 min
  7. From Reactive to Predictable: Systematizing Agency Referrals [Encore Episode]

    12/31/2025

    From Reactive to Predictable: Systematizing Agency Referrals [Encore Episode]

    Chances are referrals work for your agency.  Maybe they're the only thing that ever has.  But you've never optimized them.   [Note: this is an encore of an episode originally aired 12/3/25].  If your agency is stuck in "the Cobbler's Children phase", where you deliver great work for clients but new business feels chaotic and reactive, this episode offers a way out. I'm sharing my referral workshop from the All In Agency Summit, condensed from 60 to 30 minutes of pure strategy. This isn't about random networking or hoping referrals happen. It's about installing a repeatable system that generates 2-5 targeted introductions weekly without cold outreach spam or burning out your team.  What You'll Leave With: The four-level agency maturity model and how to identify which phase you're actually inWhy the 2020 shift made trust—not awareness—the scarce resource in B2B salesThe high school gym versus NFL stadium test for choosing the right lead gen strategy based on your market sizeA two-pronged outreach approach that keeps your pipeline full even when you're wearing too many hatsThe simple emotional game-changer that gets introductions to actually happen instead of sitting in limboThe one data tool you need to get started without expensive SaaS platformsWhy asking for referrals is actually a positive-sum game that benefits everyone involvedHow to systematize client referrals so your account team generates opportunities automaticallyThe sprint-to-marathon framework that proves this approach scales beyond your immediate network

    35 min
  8. Holiday Thought Exercise: "Is it Me or the Market?"

    12/23/2025

    Holiday Thought Exercise: "Is it Me or the Market?"

    if you're using the holiday break to plan for a strong Q1, this conversation will reshape how you think about pipeline. [this is an Encore Episode originally aired December 3, 2025] Nick Petroski, founder of Promethean Research and the industry's go-to source for agency market data, spent years studying what actually drives growth for digital agencies. Not best practices or guru advice, but real numbers from real shops. What he found challenges conventional wisdom. The agencies getting the most predictable growth aren't the ones with the slickest outbound machines, they're the ones who've built systems around relationships they already have. Nick breaks down the ownership gaps, comp structures, and tactical frameworks that separate random referrals from repeatable revenue. If you're heading into 2026 wondering whether your pipeline issues are a "you" problem or a market problem, this conversation will help you see which levers you actually control. What You'll Leave With: -The "is it me or the market?" framework for diagnosing your real pipeline problems -Why shrinking total addressable markets make relationship-based growth less optional and more strategic -How to structure account manager compensation to drive growth, not just retention (70-30 vs 60-40 splits explained) -A tactical approach for asking clients for specific introductions without feeling pushy or salesy -Why your Fortune 500 "locked down" account might actually be your biggest referral opportunity -The consultative mindset shift that makes asking for referrals feel like service, not sales -How to identify which accounts actually have referral potential worth pursuing Mentioned Resources / Links: -Video Training: How to Scale Your Agency with Systematic Referrals and Strategic Partnerships (30 min) -From Random to Repeatable: The Digital Agency Referral Playbook - Nick's research report on systematizing referrals

    40 min
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About

Rated in the top 3% by ListenNotes and going strong for nearly 300 episodes since 2018, The Digital Agency Growth Podcast is dedicated to helping marketing agency owners and executives build stronger firms so they can grow, get acquired, or enjoy more peace of mind.  Hosted by agency veteran and Sales Schema CEO Dan Englander, each episode features interviews with successful agency founders, industry experts, and business strategists who share insights on client acquisition, team building, offering optimization, operational efficiency, and sustainable growth models.  

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