Pass-Through Revenue: The Money That Was Never Yours, With Carson and Kristen

Pass-Through Revenue: The Money That Was Never Yours, With Carson and Kristen

POINTS OF INTEREST * 00:01 Introduction and New AI-Driven Call Analysis: Kristen and Carson introduce a new process where they use Claude to analyze client calls regularly and surface recurring themes for the podcast, starting with today's topic: pass-through. * 01:14 Defining Pass-Through: Kristen defines pass-through as any money that flows from a client through the agency to another vendor, where the agency isn't responsible for that cost's profitability, citing examples like media spend, print budgets, and stock imagery. * 03:26 Defining AGI and the Formula: Carson explains Agency Gross Income (AGI) as top-line revenue minus pass-through, emphasizing that a $5 million agency by billings might actually be a $1 million agency once pass-through is removed. * 05:34 Case Study: Media Spend Masking True Agency Size: Kristen shares an example of a $3 million agency that was really closer to $1.5 million once media planning and buying income was stripped away, due to a messy chart of accounts. * 07:26 Case Study: Off-Balance-Sheet Media Slush Fund: Kristen describes a second client who kept media dollars off their P&L entirely, creating the illusion of abundant cash on hand and complicating tracking of which funds belonged to which client. * 09:17 Cash Flow Risks of Fronting Pass-Through: Kristen and Carson discuss how agencies that don't collect pass-through funds upfront risk becoming an unintentional bank for their clients, leading to cash flow trouble. * 10:16 Case Study: Events Agency Mistaking $10M for $2M: Carson recounts a client who operated as if they were a $10 million agency when 80% of that revenue was pass-through events costs, leaving them a $2 million agency with unsustainable spending habits. * 12:02 Case Study: Understaffing Miscalculation on a $100K Event: Carson shares a second events example where a team overstaffed a $100,000 event without realizing only $20,000 of that actually belonged to the agency, locking them into a multi-year contract destined to lose money. * 16:26 The Contractor Decision Tree: Kristen walks through a sequential framework for classifying contractors as pass-through, delivery expense, or shared delivery cost, based on questions about salary status, compensation structure, and cost attribution. * 23:15 Pricing and Estimating Projects with Pass-Through in Mind: Kristen and Carson explain how to separate people costs from pass-through costs when building project estimates, using breakeven calculations to arrive at a target price with margin. * 25:09 Making Pass-Through Visible on the P&L: Carson advises working with bookkeepers to separate pass-through from cost of goods sold so agencies can clearly see their AGI rather than having it obscured within a muddled COGS section. * 28:15 Tracking Costs and Empowering Project Managers: Kristen recommends empowering project managers closest to the delivery work to track and flag cost overruns proactively, rather than leaving pass-through reconciliation solely to bookkeepers or finance. SHOW NOTES * Free Agency Toolkit [https://parakeeto.com/toolkit/] * Parakeeto Foundations Course [https://parakeeto.com/Foundations-course-launch-offer] * Free access to our Model Platform [https://form.asana.com/?k=1OSsviJBE_luDSLhqMwoRA&d=1156118475728463] * Connect on LinkedIn * Carson Pierce [https://www.linkedin.com/in/carsonpierce/] * Kristen Kelly [https://www.linkedin.com/in/kristenekelly/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

Profitability Is an Operations Problem, with Sarah Still

POINTS OF INTEREST * 00:00 – 01:43 – Introduction: Marcel introduces Sarah Still, Partner and COO at RAYNE IX, and frames the conversation around agency operations, profitability, scaling, and building valuable businesses. * 01:44 – 02:28 – Helping Women Build Valuable Agencies: Sarah explains how RAYNE IX works with women agency owners to improve performance, build enterprise value, and prepare for future exit opportunities. * 02:29 – 04:33 – From Finance to Agency Operations: Sarah shares how her accounting background led her into agency operations after helping clean up the books of a startup marketing agency. * 04:34 – 06:10 – Building RAYNE IX After Agency Leadership: Sarah describes leaving her COO role after 11 years and eventually partnering with Kylie Peters to support women building healthier agencies. * 06:11 – 08:39 – Why Focus on Women Agency Owners: Sarah explains the personal and professional motivation behind helping women founders capture the value they are creating in their businesses. * 08:40 – 11:32 – Operationalized Leadership: Sarah argues that agencies often miss the importance of defining values, behaviors, standards, and leadership cadences that protect the business as it scales. * 11:33 – 13:58 – Clarifying Founder Values: Marcel reflects on how unclear values at Parakeeto led to frustration, poor leadership moments, and delayed decisions around hiring and accountability. * 13:59 – 15:43 – Culture as the Result of Enforced Values: Sarah explains that culture is not created through intention alone, but through the behaviors, standards, and values that leaders consistently enforce. * 15:44 – 19:18 – The Power of Clear Expectations: Marcel and Sarah discuss how expectations shape leadership, performance, accountability, pricing, forecasting, and enterprise value. * 19:19 – 24:52 – Assumptions Before Certainty: Sarah and Marcel explore why agencies should not wait for perfect clarity before taking action, but should make assumptions explicit so results can be compared against expectations. * 24:53 – 28:59 – Time Tracking and Precision Traps: Sarah and Marcel discuss why unreliable time-tracking data can be worse than no data, and how agencies often overcomplicate measurement without knowing what question they are trying to answer. * 29:00 – 43:38 – Finance, Operations, and Profitability: Sarah and Marcel unpack why profitability is an operational problem made visible through finance, and why agency leaders must understand the tradeoffs between margin, hiring, utilization, pricing, team health, and growth. SHOW NOTES * RAYNE IX [https://rayneix.com/] * Connect on LinkedIn * Sarah Still [https://www.linkedin.com/in/sarahcstill/]   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

We Take Care of the Money: Parakeeto's New Positioning, Explained, With Kristen Kelly & Carson Pierce

POINTS OF INTEREST * 00:01 – 00:53 – Why Revisit Positioning: Carson and Kristen introduce Parakeeto's repositioning effort and explain why they wanted to publicly discuss the evolution of the company's messaging. * 00:53 – 02:18 – The Profitability Problem: The discussion explores how Parakeeto's heavy emphasis on profitability created confusion about what the company actually does for clients. * 02:18 – 04:21 – The Challenge of Category Creation: Carson and Kristen reflect on attempts to create or fit into categories like FinOps and why unfamiliar categories often create more confusion than clarity. * 04:21 – 06:18 – From Profitability to Stewardship: The conversation introduces the new positioning centered around helping agency owners focus on building their businesses while Parakeeto takes care of the money. * 06:18 – 09:11 – The Emotional Side of Finance: Carson shares how financial discomfort and avoidance can affect decision-making and explains why confidence is a critical outcome of financial stewardship. * 09:11 – 11:31 – What Taking Care of the Money Means: Kristen outlines the practical components of Parakeeto's approach, including accounting, forecasting, reporting, and operational guidance. * 11:31 – 13:19 – Agency-Specific Financial Expertise: Carson explains how deep agency experience allows Parakeeto to interpret financial data within the operational realities of agency businesses. * 13:19 – 15:06 – Turning Financial Insights into Action: The discussion highlights the importance of translating financial reporting into operational recommendations that improve agency performance * 15:06 – 17:37 – Expanding into Accounting and Bookkeeping: Kristen explains how bringing bookkeeping and accounting services in-house creates continuity between financial data and strategic decision-making. * 17:37 – 19:54 – The Agency CFO Perspective: The conversation explores why the title "Agency CFO" better communicates Parakeeto's blend of financial expertise and operational advisory support. * 19:54 – 24:13 – Who Benefits Most from This Approach: Carson and Kristen discuss ideal client profiles, including agencies crossing the $1M mark and larger firms seeking greater visibility and clarity. * 24:13 – 28:19 – Building Confidence Through Partnership: The episode concludes with a discussion about education, long-term partnerships, and helping agency owners feel more confident managing the financial side of their businesses. SHOW NOTES * Free Agency Toolkit [https://parakeeto.com/toolkit/] * Parakeeto Foundations Course [https://parakeeto.com/Foundations-course-launch-offer] * Free access to our Model Platform [https://form.asana.com/?k=1OSsviJBE_luDSLhqMwoRA&d=1156118475728463] * Connect on LinkedIn * Carson Pierce [https://www.linkedin.com/in/carsonpierce/] * Kristen Kelly [https://www.linkedin.com/in/kristenekelly/] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

Shifting From Operator to Owner, With Jason Swenk

POINTS OF INTEREST * 00:00 – 02:12 – Jason Swenk's Agency Journey: Jason shares how he accidentally started an agency in 1999, grew it to more than 100 employees, sold it after 11 years, and eventually transitioned into coaching agency owners worldwide. * 02:12 – 06:22 – Designing a Lifestyle Business: Jason explains how agency owners often aspire to more freedom and flexibility, sharing how he structures his own workweek and prioritizes experiences outside of work. * 06:23 – 10:14 – Escaping the Operator Trap: Jason introduces an exercise that helps founders identify the tasks they dislike and begin designing their business around their strengths instead of remaining stuck in daily operations. * 10:15 – 13:19 – The Manager Stage and Delegation Challenges: The conversation explores why many founders struggle after hiring employees and how poor delegation often creates more work rather than less. * 13:20 – 16:50 – Building Trust and Better Decision-Making: Jason explains the 1-3-1 framework for problem solving and discusses how leaders can develop trust while allowing team members to learn through small mistakes. * 16:51 – 19:41 – The CEO Identity Shift: The discussion focuses on how founders must evolve their role as the business grows, moving from execution toward vision, coaching, and strategic leadership. * 19:42 – 22:17 – Becoming an Architect: Jason outlines the Architect stage, where leaders create systems, processes, and frameworks that allow teams to operate independently without constant oversight. * 22:18 – 24:09 – AI as a Founder Knowledge System: The conversation explores how agency owners can use AI to capture expertise, document decision-making processes, and reduce dependency on the founder. * 24:10 – 27:31 – Avoiding the Rubber Band Effect: Jason explains how founders often sabotage growth by reverting to old habits and stepping back into roles their team is capable of handling. * 27:32 – 30:31 – The Difference Between CEO and Owner: The discussion examines the Owner stage, where the business no longer relies on the founder for day-to-day decisions and leadership functions. * 30:32 – 34:30 – Growing Leaders Within the Organization: Jason shares insights on helping employees develop their own careers while recognizing that not everyone wants to move into leadership positions. * 34:31 – 41:02 – Building a Business Around Your Goals: The episode concludes with Jason discussing his book, Operator to Owner, and emphasizing that agency owners should intentionally design businesses that align with their desired lifestyle and ambitions. SHOW NOTES * Agency Mastery Website [https://www.agencymastery360.com/] * Operator to Owner book details [https://operatortoownerevolution.com/] * Smart Agency Masterclass Podcast [https://www.agencymastery360.com/podcast] * The Seth Godin Episode [https://www.agencymastery360.com/podcast/seth-godin] * Upcoming Events [https://www.agencymastery360.com/events] * Epic Friday [https://jasonswenk.com/epicfriday.html] * Jason Swenk on LinkedIn [https://www.linkedin.com/in/jasonswenk] Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.

Cash Flow & The Future of AI, With Colin Hewitt

POINTS OF INTEREST * 00:00 – 01:00 – Introduction: Marcel welcomes Colin Hewitt, CEO and founder of Float, and frames cash flow as the lifeblood every agency depends on. * 01:01 – 02:09 – The Origin of Float: Colin shares how running his own agency exposed the limits of spreadsheet-based forecasting and led him to build a cash flow product for service businesses. * 02:10 – 05:24 – Direct vs Indirect Cash Flow Methods: A look at why traditional P&L-derived forecasts age the moment they are finished, and how a hybrid direct method delivers a forecast owners can trust day-to-day. * 05:24 – 07:31 – Why Agency Cash Flow Is Uniquely Complex: Retainers, milestone billing, and time-and-materials projects each behave differently — modeling them well requires more nuance than most generic tools provide. * 07:32 – 09:09 – The Trade-Offs of Outsourcing the Forecast: When forecasting is handed off entirely, owners often lose the context behind the numbers and end the month more confused than clear. * 09:09 – 12:48 – Precision vs Accuracy in a Forecast: Colin and Marcel discuss the tension between infinitely precise forecasts and forecasts that owners will actually maintain — and how to find the right level for the business. * 12:48 – 14:07 – Mapping Budgets to the Accounting System: A deliberate separation between transactional accounting detail and forward-looking budget categories keeps the forecast usable without doubling the work. * 14:07 – 16:54 – Cash Flow Strategy When Things Get Tight: Visibility into the next 30, 60, and 90 days lets owners distinguish a temporary blip from a structural issue — and decide what to push, chase, or restructure. * 16:54 – 18:47 – Pulling Cash Forward and Deferring Expenses: A short walk-through of practical levers — invoice financing, payment timing, expense sequencing — and a pointer to a deeper episode on the topic. * 18:47 – 21:10 – AI's Impact on Software and Agencies: Colin reflects on what is changing for SaaS founders and what is opening up for agencies as the cost of building software falls. * 21:10 – 23:43 – Where Software Moats Hold Up in an AI World: A candid view on which products remain defensible — auditability, trust, collaboration — and which become commoditized prompts. * 23:43 – 27:23 – When Conversational Interfaces Replace UIs: A near-future where owners interact with agents instead of dashboards, and the underlying systems quietly stay in sync. * 27:23 – 30:43 – Sustainability and Boundaries Around AI Work: A frank conversation about the pull of constant tinkering, the risk of AI-driven bloat, and the case for considered, well-crafted decisions. * 30:43 – 35:20 – Speed vs Velocity, and Closing Thoughts: When everything can be built, the discipline shifts to choosing what to build — and Colin shares where listeners can follow along with Float. SHOW NOTES * Float Website [https://float.app/] * Colin Hewitt on LinkedIn [https://www.linkedin.com/in/colinphewitt/] * The Definitive Guide to Improving Your Agency's Cash Flow with Carson Pierce – Ep.210 [https://www.parakeeto.com/blog/the-definitive-guide-to-improving-your-agencys-cash-flow-with-carson-pierce-ep-210/]   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com [https://pcm.adswizz.com] for information about our collection and use of personal data for advertising.