Scaling an Agency | SMX East
21
Scaling an Agency 97thFloor.com @97thFloor SMX East Wayne Sleight @WayneSleight
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17-Oct-2014 -
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At SMX East 2013, Wayne Sleight shared five areas to focus on in order to scale an agency. These five areas are hiring, budgeting, client, culture and leadership. Let us know what has helped your agency scale in the comments below. To tweet a quote or image from a specific slide, just click the Twitter logo at the top of the slide.
Transcript of Scaling an Agency | SMX East
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
Creative DigitalMarketing Agency
28 Team MembersFounded in 2004
Lehi UT
ClienteleMedium ampEnterprise
97thFloorcom
Our growth
Previous 18 months = 330 increase in revenue
6team members
July 1 2012 October 2 2013
28team members
15months
Overview
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
1 Hiring
Public Relations Marketing AdvertisingCommunications Journalism English Digital Media
Design Programming Business Philosophy etc
= Diversity
Click here to Tweet this slide
1 Hiring
Less Experience Bad
We only need three things
greattraining
strongculture
experiencedleaders
Click here to Tweet this slide
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
Creative DigitalMarketing Agency
28 Team MembersFounded in 2004
Lehi UT
ClienteleMedium ampEnterprise
97thFloorcom
Our growth
Previous 18 months = 330 increase in revenue
6team members
July 1 2012 October 2 2013
28team members
15months
Overview
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
1 Hiring
Public Relations Marketing AdvertisingCommunications Journalism English Digital Media
Design Programming Business Philosophy etc
= Diversity
Click here to Tweet this slide
1 Hiring
Less Experience Bad
We only need three things
greattraining
strongculture
experiencedleaders
Click here to Tweet this slide
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
Our growth
Previous 18 months = 330 increase in revenue
6team members
July 1 2012 October 2 2013
28team members
15months
Overview
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
1 Hiring
Public Relations Marketing AdvertisingCommunications Journalism English Digital Media
Design Programming Business Philosophy etc
= Diversity
Click here to Tweet this slide
1 Hiring
Less Experience Bad
We only need three things
greattraining
strongculture
experiencedleaders
Click here to Tweet this slide
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
Overview
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
1 Hiring
Public Relations Marketing AdvertisingCommunications Journalism English Digital Media
Design Programming Business Philosophy etc
= Diversity
Click here to Tweet this slide
1 Hiring
Less Experience Bad
We only need three things
greattraining
strongculture
experiencedleaders
Click here to Tweet this slide
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
1 Hiring
Public Relations Marketing AdvertisingCommunications Journalism English Digital Media
Design Programming Business Philosophy etc
= Diversity
Click here to Tweet this slide
1 Hiring
Less Experience Bad
We only need three things
greattraining
strongculture
experiencedleaders
Click here to Tweet this slide
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
1 Hiring
Less Experience Bad
We only need three things
greattraining
strongculture
experiencedleaders
Click here to Tweet this slide
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
1 Hiring
Hire on potentialPromote on proven skill
Click here to Tweet this slide
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
2 Budgeting
Budget for mid-month clients
Fictional Numbers
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
3 Clients
Understand digital marketing amp see the big picture
Donrsquot focus on tons of links
We can believe in their productservice
They believe in adding value to the internet
$7500+ monthly budget
What is your target client
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
3 Clients
The rule
ldquoFor many events roughly 80 of the effectscome from 20 of the causesrdquo - Pareto
effort
results
Therefore 20 of the effort produces 80 of the results but the last 20 of the results consumes 80 of the effort
20
80
80
20
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
3 Clients
Click here to Tweet this slide
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
4 Culture
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
4 Culture
httpbitlyCultureNetflix
Values are what we value
High performance
Freedom and responsibility
Context not control
Highly aligned loosely coupled
Pay top of market
Promotions and development
Seven aspects of Netflixrsquos culture
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
5 Leadership
Click here to Tweet this slide
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
5 Leadership
ldquoLeadership is the art of accomplishing more than the science of management
teaches you is possiblerdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
5 Leadership
ldquoItrsquos having a great visionthat becomes the basis of
great leadershiprdquo
Sheryl Sandberg
Click here to Tweet this slide
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
5 Leadership
Vision that scales
Click here to Tweet this slide
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
5 Leadership
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
5 Leadership
Click here to Tweet this slide
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
Review
Hiring
Budgeting
Clients
Culture
Leadership
1
2
3
4
5
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
Scalingan Agency
97thFloorcom97thFloor
SMX East
Wayne SleightWayneSleight
