I am over the moon excited to have today’s brilliant guest expert returning to this episode of Sell With Authority. If you’re meeting Marcel Petitpas for the first time — he was my guest generously sharing his wisdom in episodes 95 and 111 of the SWA podcast. He’s off the charts awesome!

If you don’t already know Marcel, he’s the CEO and Co-Founder of Parakeeto — and an expert on agency profitability.

Today, we dive deep into a critical topic: why scaling your agency without keeping a close eye on profitability can actually do more harm than good.

Marcel shares his smarts around the intricate world of profitability traps —those sneaky pitfalls that can quietly erode your margins if you’re not paying attention — and secretly derail your agency’s success.

We explore cash flow traps — how payment terms and project timelines can create cash crunches if you’re not careful.

We also break down the myth of revenue versus AGI and why a $10 million agency with razor-thin margins might need to operate more like a $1 million shop to stay healthy.

If you’ve heard him before — you know Marcel backs up his insights with numbers and examples. He goes by the math to illustrate all of the key points in detail.

So grab your notepad to double down on strategies that will help you sell more of what you do — and drive agency profitability.

• The difference between cash and accrual accounting — and why getting it wrong will set you back
• How to recognize and navigate the cash flow traps that could be sabotaging your agency’s profitability
• The misleading nature of revenue figures and the significance of focusing on AGI (Agency Gross Income)
• Why simply having more clients or projects isn’t a surefire way to increase your bottom line
• How payment terms might be quietly eroding your cash reserves — and what you can do to rectify it
• Smart strategies for structuring contracts and payment schedules to improve financial predictability
• The psychological shift you need to make to step away from the trap of a false sense of financial health

Resources:

• Website: https://parakeeto.com
• LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/
• Facebook: https://www.facebook.com/agencyprofitability
• Twitter: https://twitter.com/Parakeeto
• Instagram: https://www.instagram.com/getparakeeto/
• Agency Profit Toolkit
• Software as a Science: Unlock Limitless Recurring Revenue Without Losing Control

I am super thrilled to welcome back today’s encore guest, Karl Sakas. If this is your first time meeting Karl, he was the brilliant guest expert back in Episode 79 of Sell With Authority, where we dug into his expertise on helping agencies work less and earn more.

In that episode, Karl and I broke down three key pieces of the biz dev process — niche, refining and delegating. In this encore interview, we take it further. We peel back even more layers of biz dev and then connect it directly to operations.

Wondering why you and your team should care about this conversation?

Recently, Hannah, Erik, and I were working with a client here at Predictive, helping them map out what we call the HERO Offer — and then shaping all the sales language they’d use to tee it up in a conversation with a right-fit prospect. Everything was rolling. Great momentum.

And then — we hit resistance.

So we tapped the brakes and asked, “Wait, what’s happening here?”

After some digging, we realized the HERO Offer wasn’t fully aligned with how their team actually operated and delivered work. That moment was a huge Ah-Ha! Had we not paused and had that candid discussion, selling more would’ve just meant more chaos.

So — this episode is about calming the chaos in your agency. Karl breaks down the root causes of chaos inside an agency as well as how to fix it — so you can make it easier to deliver the services your right-fit clients need — and easier to sell more of what you do.

• How to identify and define chaos in your agency
• The root causes of chaos
• Why the three A’s of communication are pivotal for organizational success
• The importance of syncing your biz dev processes with operations
• A framework for making delegation effective
• Strategies to handle leadership challenges and drive profitability
• Advanced retrospectives for vision-setting and strategic growth

Resources:

• Website: https://sakasandcompany.com/
• LinkedIn Personal: https://www.linkedin.com/in/karlsakas/
• LinkedIn Business: https://www.linkedin.com/company/sakas-&-company/
• Facebook: https://www.facebook.com/SakasAndCompany/
• Twitter: https://twitter.com/KarlSakas
• Instagram: https://www.instagram.com/SakasandCompanyTeam/
• Calm the Chaos: 10 Ways to Run a Better Agency: https://sakasandcompany.com/lp/calm-the-chaos-book/
• Steps in the Sales Process, with Karl Sakas

Here at Predictive, we’re all about sharing the strategies and frameworks that help agency owners sell more of what you do — with confidence and authority.

That’s why I’m thrilled to welcome our guest expert, Scott Ramey, to this episode of Sell With Authority. Scott is a sales expert with 30 years in the trenches, and former Fortune 500 C-suite executive with more than $100 billion of sales under his belt. Today, Scott is the Founder of The Ramey Group.

I’ve been especially looking forward to this conversation because we have a rule we live by when we teach — and that’s The Power of Three.

We design our frameworks in 3’s.

We organize our episodes in 3’s.

We run 3 Intensives each year — March, July, and November.

Scott also believes deeply in The Power of Three, and we break down his Power of Three into core questions that you can start using right away — the next time you and your team are prepping for a conversation with a right-fit prospect.

Scott’s model not only simplifies messages — but also fosters authentic connections and lasting impressions with right-fit prospects, setting you apart from the sea of sameness.

If you take these insights and apply them, your right-fit prospects will see and hear that you’re all about helping them win.

And when they see that — saying yes becomes a lot easier.

• How you can tap into the “Power of Three” to crush anxiety and build confidence in right-fit client conversations
• The secrets to making your pitch memorable
• Showing up 100% present for your audience — it’s time to double down on empathy and authenticity
• How to create a lasting impact by leaving your right-fit prospects with hope and vision
• Why owning your voice is the doorway to owning the room and securing the pitch

Resources:

• Website: https://thescottramey.com/
• LinkedIn: https://www.linkedin.com/in/scott-ramey-53977b14a/
• Facebook: https://www.facebook.com/scott.ramey.52/
• Instagram: https://www.instagram.com/the.scottramey/

I am thrilled to have today’s guest expert, Mandi Ellefson, joining this episode of Sell With Authority. Mandi is the creator of the Scale to Freedom Growth Model and helps agency owners refine their offers and attract premium clients willing to pay higher fees.

And she does it fast — within 90 days.

At Hands-Off CEO a large part of Mandi’s work is listening, gathering data, and filtering it through her deep experience to identify the trends that will reshape agency services in the coming years.

And that’s exactly what we’re diving into today.

We are peeling back the layers on trends Mandi and her team are tracking right now — and most importantly — how you can use these insights to position your agency as a must-have strategic partner in 2025.

This conversation explores the significant impact of AI on client expectations, the trend of companies in-housing their work, and the urgent need for agencies to become irreplaceable strategic partners.

2025 is the year for you to step up and own that strategic seat at the table — and sell more of what you do as a result.

• How to harness AI to boost your agency’s strategic expertise
• “Conditions for success” and how identifying them can lead to tenfold client results
• How you can position your agency as an irreplaceable strategic partner
• The impact of “the great in-housing wave” and how the smartest agencies are future-proofing their business models
• Understanding the “strategy execution flip”
• How your operations problems might actually stem from your sales processes and ways to fix that
• Why clients are so desperate for strategic direction now more than ever

Resources:

• Website: https://handsoffceo.com/
• LinkedIn Personal: https://www.linkedin.com/in/mandiellefson/
• LinkedIn Business: https://www.linkedin.com/company/hands-off-ceo/
• Hands Off CEO: https://book.handsoffceo.com/book-org

I am super excited about the conversation with my special guest joining this episode of Sell with Authority, Brett Gilliland.

Co-Founder and CEO of Elite Entrepreneurs, Brett and his team teach “The Proven Leadership System” to help 7-figure businesses scale to $10 million and beyond.

Before founding Elite Entrepreneurs, Brett spent 10 years helping Keap grow from a 7-figure software company to over $100 million in annual revenue. He’s an expert in leadership, strategy, and organizational development — and he’s helped hundreds of agency owners push past obstacles to hit new levels of success. Brett brings a treasure trove of expertise from his vast experience in leadership, planning, and operational discipline.

Here’s the reality — change is inevitable in business, and the key to thriving lies in being ready and adaptable.

All your work — all your long nights — all your weekends — all the blood, sweat, and tears you and your team are investing toward the goal of growing your shop — may be for naught if you don’t have a leadership plan in place for how you will deal with the challenges that growth presents along the way.

Brett shares how aligning everyone with your core purpose and values provides solid stability — giving your team the resilience and mindset to pivot and grow — no matter what change comes your way.

If you take and apply the insights and wisdom that Brett shares during this episode — you’ll be in the right position to raise the bar of excellence — and sell more of what you do.

• How to create leadership stability amidst chaos and change
• The power of co-creating clarity with your team for collective success
• Strategies to keep your business nimble and effective during adversity
• Understanding the “What by When” mission to anchor your agency’s vision
• How strategic focus can transform resource allocation and impact
• The importance of onboarding in effective team integration

Resources:

• Website: https://growwithelite.com/
• LinkedIn Personal: https://www.linkedin.com/in/built2lastchamp/
• LinkedIn Business: https://www.linkedin.com/company/elite-entrepreneurs/
• Facebook: https://www.facebook.com/growwithelite/

Before I introduce today’s guest expert, I have an exciting update to share about our upcoming 2-Day Intensive on Wednesday and Thursday, March 19th and 20th on Zoom.

During each Intensive, we bring our clients together for an exclusive event where we slice apart Predictive’s best strategies for helping agencies sell more of what they do.

We break every data set — every experiment we’ve tested through the Predictive Lab — down in full transparency so you can take and apply the key insights into your agency — and move further faster as a result.

Would you like to join us as our free guest on March 19th & 20th?

Here’s the magic — the Intensive is a private, client-only event: no selling, no pitching — just pure value. You’ll be one of us, learning and collaborating with other agency owners.

If that sounds helpful, just shoot me an email with the word “ONWARD,” and I’ll send you all the details, calendar invites, and private Zoom links you’ll need. My email is stephen@predictiveroi.com.

Our March Intensive is all about shaking the trees so you can sell more of what you do — so it’s only fitting that I invited Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive, as today’s guest expert. Hannah works with agency owners and their teams daily to raise the bar of excellence.

If you apply the insights and action steps we share in this episode, you’ll get more at-bats with right-fit prospects — and sell more of what you do as a result.

• Strategies for shaking the trees the right way
• How to avoid the common mistakes that lead to destructive cycle churn
• Confidence in your offerings prevents desperate selling tactics
• Why sending weekly emails and hosting Q&As can set you apart from the competition
• Keeping core values, goals, and intentions at the forefront can help your agency say yes to the right opportunities — and no to the wrong ones
• Tips on how to transition from a numbers game to a more intentional, strategy-driven approach

Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Hannah’s LinkedIn: www.linkedin.com/in/hannah-roth-387a6b223/
• Order your free paperback or Kindle copy of our Book: Sell with Authority

My Predictive team and I are here to help make 2025 the year you CRUSH your goals — and elevate your agency to new heights.

In this episode of Sell With Authority, we’re diving into a topic that’s essential for scaling your business development efforts. If you’re carrying the full weight of biz dev on your shoulders — it’s time to change that.

At Predictive, we’ve spent years experimenting in our lab, gathering data points, and refining our Sell with Authority methodology—a proven framework to help you sell more of what you do for a higher fee.

That’s where my very special guest expert, Jason Swenk, and I are focusing our time and attention in this encore episode.

Jason is the Founder of Agency Mastery 360, a unique consultancy designed to help marketing agency owners — just like you and me — grow their agencies faster.

You may remember Jason from episode 77 — we first tackled the topic of building a sales team.

Today, we pick up where we left off — digging deeper into designing the right offers, setting up pricing for success, and creating a team structure that works for your agency.

Whether it’s about enrolling more of your team into the business development fold or building out a dedicated sales team to take on some of the heaviest lifting — this episode is for you.

• Why drilling down into your Ideal Client Profile (ICP) is the key to scaling faster
• How to craft and sell a compelling “foot in the door” offer that hooks clients
• Proven strategies for training and empowering a high-performing sales team
• Understanding prospect pain points and how to deliver exceptional value
• Using inbound, outbound, and strategic partnerships to build a robust lead generation system
• Key steps to lighten the sales burden off agency owners for more focus on growth

Resources:

• Website: https://www.agencymastery360.com/
• LinkedIn Personal: https://www.linkedin.com/in/jasonswenk/
• LinkedIn Business: https://www.linkedin.com/company/agency-mastery/
• Youtube: https://www.youtube.com/jasonswenk
• Instagram: https://www.instagram.com/jswenk/

I am beyond thrilled to welcome our special guest expert to this episode of Sell With Authority, Dia Bondi. If you haven’t had the pleasure of meeting Dia yet — let me tell you — you’re in for a treat.

Dia works with senior leaders, founders, and ambitious professionals to help them find their voice — and lead with it. Her work has secured hundreds of millions of dollars in decisions and resources, paving the way for the future of their teams and businesses.

I first experienced Dia’s incredible power from the stage — and I do mean power — at the 2023 Build a Better Agency Summit. Dia didn’t just speak; she commanded. She took us on a journey, crafting every moment of her keynote with precision.

Her storytelling, her ability to connect, and the way she brought us all into her world was absolutely brilliant.

In today’s episode, Dia shares some of her most impactful frameworks for setting up the perfect ask with your right-fit clients and prospects.

Dia helps you take WHAT you say — and HOW you say it — to a whole new level of excellence.

• Why courageous communication leads to the most impactful outcomes
• How to prepare for — and excel in — high-stakes communication moments
• Why understanding your right-fit client’s needs should come before any pitch
• How to leverage storytelling for greater influence
• Why practicing what you preach is non-negotiable for authentic leadership
• How to use strategic asking as a success strategy

Resources:

• Website: https://www.diabondi.com/
• LinkedIn Personal: https://www.linkedin.com/in/dia-bondi/
• LinkedIn Business: https://www.linkedin.com/company/dia-bondi/
• Instagram: https://www.instagram.com/diabondia/
• TikTok: https://www.tiktok.com/@diabondi
• Resources for Podcast Listeners: https://www.diabondi.com/swa
• Ask Like An Auctioneer: https://www.diabondi.com/book