174 episodes

The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: “What’s Next?”. How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world?Hosted by marketing law and intellectual property lawyer Sharon Toerek, we’ll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today’s marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency’s assets, and how to turn your agency’s innovation into cash.

The Innovative Agency Sharon Toerek

    • Business
    • 5.0 • 24 Ratings

The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: “What’s Next?”. How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world?Hosted by marketing law and intellectual property lawyer Sharon Toerek, we’ll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today’s marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency’s assets, and how to turn your agency’s innovation into cash.

    165. Keeping More Money In Your Agency, with Chris Hervochon

    165. Keeping More Money In Your Agency, with Chris Hervochon

    Are you searching for more ways to keep money in your agency?
    In this episode of the Innovative Agency podcast, we are joined again by CPA, Chris Hervochon. Chris provides outsourced accounting and tax preparation for small businesses and individuals. During our conversation, he shares insights on avoiding scope creep and updating your agency’s pricing model.
    What you will learn in this episode:
    Two ways that agency owners can avoid scope creep
    How after-action reviews can help make sense of time and scope of projects
    Why a subscription-based pricing model is the best option for agencies
    What is the difference between scope creep and margin bleed
    How to address pricing changes during our current market


    Bio
    Chris Hervochon, CPA, CVA is the sole proprietor of his CPA firm. Chris Hervochon provides outsourced accounting and tax preparation for small businesses and individuals.
    Before starting his own CPA firm, Chris spent ten years between forensic accounting and corporate accounting and finance. He has been featured in publications such as the AICPA Certificates Wall of Fame, Accounting Today, AMEX Open Forum, LendingTree, the IAMCEO podcast, the Success Defined podcast, CMS Wire, CEO Blog Nation and WINSAVVY for his industry knowledge and accounting expertise.
    Resources:
    Websites: https://www.betterwaycpa.com/recent-press/
    Facebook: https://www.facebook.com/BetterWayCPA/
    Instagram: https://www.instagram.com/betterwaycpa/
    LinkedIn: https://www.linkedin.com/in/ChrisHervochon/
    Pinterest: https://www.pinterest.com/betterwaycpa/_created/

    • 20 min
    164. Addressing Buyer Journey Changes, with Jeff Pedowitz

    164. Addressing Buyer Journey Changes, with Jeff Pedowitz

    Are you helping your clients achieve revenue growth?
    In this episode of the Innovative Agency podcast, we are joined by the Founder of The Pedowitz Group, Jeff Pedowitz. Since 2007, Jeff and his team have helped over 1,400 companies engage customers, go digital, and grow revenue. During our conversation, he shares his unique model and insights for creating a better customer experience.
    What you will learn in this episode:
    How the customer journey has changed in recent years
    What is the loop model, and how can it be used to engage customers
    How does the funnel differ from the loop model, and why the funnel may not account for multiple buying stages
    Why marketers should prioritize storytelling and the customer experience
    What questions agencies should ask their clients that are often missed
    How can agencies conduct valuable customer research for themselves and clients
    How buying patterns have changed in the B2B industry, and how it impacts digital marketing
    What agency owners should do if they want to reconsider revenue growth


    Bio
    Jeff Pedowitz grew up working in the restaurant business and learned firsthand the value of good operations. He used to curse at the owners of the Greek diner for making him scrape out ketchup bottles, but it taught him the value of a dollar – and not to waste it. When his parents bought him a Commodore 64, he taught himself how to program and began a life-long love affair with software and technology. Jeff's parents were teachers who later transitioned into sales for World Book/Childcraft. They took him to their trade shows and corporate events, and he listened to Zig Zigler and Dennis Waitley in the car on the family's 8-track cassette.
    All those years, growing up in and around businesses instilled a passion for business. Now, every day he gets to live his passion, traveling the world to teach companies how to build better marketing organizations and drive repeatable, predictable, and scalable revenue.
    Jeff started The Pedowitz Group in 2007 and has been blessed with an amazing team that he calls family. Together, they have helped over 1,400 companies engage customers, go digital, and grow revenue.
    Resources:
    Website: pedowitzgroup.com
    Revenue Marketing Basics - https://rmu.pedowitzgroup.com/p/revenue-marketing-basics
    LinkedIn: linkedin.com/in/jeffpedowitz
    Twitter: https://twitter.com/JeffPedowitz

    • 32 min
    163. Growth Strategies for Agencies of All Stages, with Tim Kilroy

    163. Growth Strategies for Agencies of All Stages, with Tim Kilroy

    How can you continue to grow your agency after the pandemic?
    In this episode of the Innovative Agency podcast, we are joined by Tim Kilroy. He has helped over 100 agencies drive dramatic growth results — like growing 8x in a year, or by 3x in 90 days. During our conversation, Tim discusses the challenges that agency owners are facing today and strategies for growth in all stages.
    What you will learn in this episode:
    Why growing and starting an agency was easier during the pandemic and how things have recently changed
    Why Tim believes that return on ad spend (ROAS) is a ridiculous metric
    What are inexperienced marketers and agency owners missing, and what insights do they need to bring to the table
    How agency work has transitioned from more technical work to more marketing and strategy work
    What are the differences in the growth strategy for emerging agencies vs established agencies
    What is the concept of “return of understanding” and why it’s important for emerging agencies to niche down
    Why bigger agencies should prioritize learning how to create engaging management structures
    Why agency leaders should plan for their own exit, even if they don’t plan on selling 


    Bio
    “I help digital agencies (and digital agency owners) generate more revenue, more profit & more happiness without working a million hours, being ‘sales-y’ or doing anything else gross,” Tim says of his business strategy.
    Tim has worked with over 100 agencies to help them solve problems ranging from “How do I get my 1st client?” to “How do we maximize our exit value?” Tim also focuses on driving dramatic growth by collaborating with agency owners and management teams. He has helped his clients do amazing things – like grow 8x in a year, or by 3x in 90 days. In addition, Tim has helped agencies create account management structures, and coached them through various situations, such as a founder moving to another opportunity.
    Resources:
    Websites: The Kilroy Report Podcast: https://www.thekilroyreport.com/
    Consulting Offers: https://timkilroy.com/agency-growth-consulting/
    Facebook: https://www.facebook.com/agencygrowthcoach
    Twitter: https://twitter.com/timkilroy
    LinkedIn: https://www.linkedin.com/in/timkilroy/
    https://www.linkedin.com/company/agencygrowthcoach
    Instagram: https://www.instagram.com/timkilroy_agencygrowth/

    • 35 min
    162. Developing and Implementing Project Management Systems, with Gray MacKenzie

    162. Developing and Implementing Project Management Systems, with Gray MacKenzie

    Have systems and processes been put on the backburner in your agency?
    In this episode of the Innovative Agency podcast, we are joined by entrepreneur and self-proclaimed process nerd, Gray MacKenzie. In only nine years he’s helped more than 2,400 digital agencies build more productive and profitable agency teams. During our conversation, Gray shares the most common operational issues, and how to begin implementing a more efficient project management framework.
    What you will learn in this episode:
    The most commonly encountered agency operational issues
    Why agencies need systems to accurately determine profitability
    What internal agency metrics do clients frequently ask for, and why a client would typically ask for agency metrics
    How agencies can improve their project management framework
    Why it’s more efficient to build your processes within your project management tool
    How systems and processes can impact agency ROI and internal retention
    Where agencies should begin with selecting and implementing a project management tool 


    Bio
    Gray MacKenzie from ZenPilot is a bona fide process nerd who has gone under the hood with 2400+ digital agencies over the past 9 years in search of the best way to build and lead healthier, more productive, and more profitable agency teams.
    Resources:
    Website: https://www.zenpilot.com/
    Facebook: https://www.facebook.com/ZenPilotHQ
    Twitter: https://twitter.com/sgraymackenzie
    LinkedIn: https://www.linkedin.com/in/graymackenzie
    How to Choose the Best Project Management Tool for Your Agency

    • 30 min
    161. Accelerating Business Development, with Daniel Englander

    161. Accelerating Business Development, with Daniel Englander

    Are you struggling to scale and sell in your agency?
    In this episode of the Innovative Agency podcast, we are joined by CEO, Founder, and Author, Daniel Englander. He helps marketing agencies and B2B service companies accelerate their business growth. During our conversation, Daniel discusses the struggles that agencies face in their business development, as well as the most important tactics for building relationships and accelerating growth.
    What you will learn in this episode:
    Why it’s important to prioritize building trust with connections and targets
    The most significant missed opportunity for business development in agencies
    How to be more proactive with relationship mapping in your agency
    Why reengagement over longer periods of time is crucial for winning clients
    How thought leadership interacts with, and aids in, business development and sales
    Why outbound marketing is the best option if you have limited time
    How writing and publishing a book can help to sell your professional services easier
    How to integrate your book to accelerate business growth for your agency


    Bio
    Dan Englander is the CEO and Founder of Sales Schema, a fractional new business team for marketing agencies and B2B service companies, and he hosts The Digital Agency Growth Podcast. He's the author of Relationship Sales At Scale and Mastering Account.
    Resources:
    Dan's Book: https://www.amazon.com/dp/B09XRD71P3
    Website: https://workwith.salesschema.com/rsas
    LinkedIn: https://www.linkedin.com/in/danenglander/
    https://www.linkedin.com/company/sales-schema

    • 32 min
    160. How to Charge for Strategy, with Karley Cunningham

    160. How to Charge for Strategy, with Karley Cunningham

    Is your agency charging for more than just tangible deliverables?
    In this episode of the Innovative Agency podcast, we are joined by Brand Strategist and Business Growth Accelerator, Karley Cunningham. She takes businesses from overcrowded, competitive spaces out into blue ocean territory where they can confidently stand out and thrive as brand leaders in their sector. During our conversation, Karley discusses the challenges that come from selling services and the benefits of collaborating on strategy.
    What you will learn in this episode:
    Why agencies are hesitant to charge separately for strategy
    How being seen solely as a creative can limit your ability to be seen as a strategic thinker
    How to help clients see the value in the process instead of just the deliverables
    What are the five value points that you explain to clients during the sales process
    How to shift your mindset into being brave enough to propose strategy as a stand-alone service
    What is the difference between a consultation and a strategy session
    Why working in stages or phases is beneficial to both the client and agency
    How to transition from work-for-hire to fee-for-strategy in your agency 


    Bio
    Having built three successful businesses, Karley knows what it takes to start, develop and lead a company that delivers results. Her entrepreneurial success story is featured in the awarded book, The Widest Net by Pamela Slim. In addition, she's a sought-after mentor and speaker for national and international business organizations and the host of The Made Possible podcast.
    Believing deeply in the practice of givers gain, she is well-known and networked and rarely goes a day without making a referral or connection. As a former pro athlete, Karley is performance-driven. An avid mountain athlete, she is a two-time finisher of the BC Bike Race, a seven-day, 325 km mountain bike stage race, and is always looking out for her next trail running adventure. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4x4.
    Resources:
    Website: www.bigboldbrand.com
    Free Brand Audit & Guide: https://www.bigboldbrand.com/surefireaudit/
    LinkedIn: https://www.linkedin.com/in/karleycunningham/

    • 32 min

Customer Reviews

5.0 out of 5
24 Ratings

24 Ratings

Adarcus ,

One of the best! 👏

Excellent resource for all listeners! Sharon is a fantastic host, and her guests are some of the most informative in this space. It’s a must-listen podcast to hear these incredible conversations!

dlmixel ,

Wisdom for the real world

Sharon keeps the industry accountable and on its toes!

These episodes are a must for agencies to succeed with integrity and authenticity.

Otis 2 ,

A Must Listen for Agencies large and small

I tip my cap to Sharon and the team behind The Innovative Agency for tackling the tough topics of the day. Sharon’s approach to drilling into real time solutions combined with the personal insights from a variety of advertising, marketing and digital experts makes for a truly compelling listen. I highly encourage those who want a finger on the pulse of agency life to subscribe.

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