How to Work With an Agency

About this video

Dan Martell shares how to manage an agency without wasting money, via a framework a client named Noah dubbed the ‘Agency Amplifier.’ It arose from a coaching client frustrated that their agency sent only an email report every two weeks and measured leads in a way that was not driving revenue — Martell notes an email address is not an opportunity. Principle one: give them the goods — before engaging an agency, document and hand over avatar information, branding guidelines, past ads that worked, copy, landing pages and funnels. Principle two: baseline metrics — know what you currently pay per lead, trial or demo so you can co-create targets; he says he aims for 10 to 20% improvement every two weeks, split-testing against the control and promoting winners. This sits in his ‘high performance triangle’ of outcomes, accountability and measure. Principle three: meeting rhythms — hold a weekly meeting, 15 minutes minimum and ideally 30, where the agency presents results and you share internal customer learnings. Principle four: resource the project — connect the agency to internal staff such as your designer so they can move faster and stay on brand. Principle five: DRI (directly responsible individual), an idea he associates with Steve Jobs — assign one accountable person on the agency side and, ideally instead of the founder, one internal champion accountable for the agency’s output. He offers an agency planner worksheet to audit agencies and schedule accountability.

Key takeaways

• Give agencies the goods upfront: avatar, brand, past winners, funnels
• Baseline current metrics before asking an agency to improve them
• Hold weekly 15–30 minute meetings to review results and share learnings
• Resource the project with internal staff like your designer
• Assign a DRI on both the agency side and internally

Episode details: published May 11, 2020 · 10:41 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dan Martell’s own claims, shared for education — they are not typical or guaranteed.

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