Retained Trust podcast

Retained Trust

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EP.30 - Marketing Without the Nonsense with Susan Tyson 42:49

for 3 dager siden42:49

42:49

In this episode of Retained Trust, host Karl Hughes speaks with Susan Tyson, a fractional CMO and author based in Chicago. Susan breaks down how small business owners can handle marketing strategy without fluff or jargon. With a direct and practical style, she shares lessons from a decade of consulting and decades more in marketing across industries. From the value of a one-page strategy to the power of consistent branding and effective SEO, Susan highlights what works—and what wastes your time. They also explore how agency owners can benefit from outside perspective and leadership, and why trust and clarity matter more than trendy tactics. Key Points From This Episode: [00:00:00] Susan’s approach to working with B2B small business owners. [00:03:42] Why trust is a core part of every marketing relationship. [00:04:35] The value of marketing basics over shiny trends. [00:05:15] Strategy as a necessary—not optional—foundation. [00:07:35] Susan’s path to fractional CMO work. [00:08:41] Origins of her book “Marketing Without the Nonsense.” [00:10:42] Helping business owners lock in their market focus. [00:13:24] Typical engagements and outcomes for a fractional CMO. [00:16:14] Using broad industry experience as a consulting strength. [00:20:29] Elevating junior marketers through mentorship and structure. [00:22:03] Common pitfalls found during marketing audits. [00:24:17] Why SEO is not optional—even for small companies. [00:26:56] Countering the myth that SEO is “too saturated.” [00:30:05] Leveraging a CMO’s network of specialized experts. [00:31:52] Why agencies often neglect their own marketing. [00:33:14] Maximizing LinkedIn as a B2B growth tool. [00:36:08] Choosing the right channels for agency and service marketing. [00:38:11] Learning from where your clients spend attention. [00:40:04] Susan’s favorite marketing reads and influences. [00:41:48] Where to find and follow Susan online. Links: Susan Tyson on LinkedIn: https://www.linkedin.com/in/susantyson/ SGTyson: https://sgtyson.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.29 - Leading & Growing with Trust with Patty Campagna 50:47

for 10 dager siden50:47

50:47

In this episode of Retained Trust, host Karl Hughes sits down with leadership coach and entrepreneur Patty Campagna to explore what makes entrepreneurial leadership unique—and challenging. Patty shares her journey from corporate banking to founding Leading Teams Inc., offering grounded insights from decades of working with leaders in startups and Fortune 100 companies. They examine common pitfalls founders face when transitioning from doers to leaders, discuss ego, decision fatigue, and the need for trust, and outline how entrepreneurs can structure teams to thrive without them. If you're building a team—or holding one back—this episode is for you. Key Points From This Episode: [00:00:00] Patty's path from corporate banking to discovering professional coaching [00:04:17] Key differences between leadership in big companies vs. startups [00:07:40] How fear, ego, and lack of trust limit entrepreneurial growth [00:12:15] Entrepreneurial leadership archetypes beyond the “visionary on stage” [00:14:56] Why leadership must evolve as the business scales [00:17:10] Recognizing and working within your strengths as a founder [00:20:17] The hard decisions entrepreneurs avoid—and why that hurts [00:22:30] Moving from “hero” to “coach” to build team ownership [00:26:19] Creating psychological safety and building trust within your team [00:28:56] The challenge of consistently communicating vision and values [00:32:04] Why developing your team should come before doing the work yourself [00:36:53] Designing your business around personal priorities and sustainability [00:38:21] Tactics for becoming a better leader: tools, values, and coaching [00:41:12] How frameworks like Bloom create clarity, accountability, and impact [00:46:30] Why smaller businesses need scalable systems before it's too late [00:48:27] Book recommendation: Resonant Leadership and leading with empathy [00:49:52] Listening to understand—an essential but underused leadership skill Links: Patty Campagna on LinkedIn: https://www.linkedin.com/in/pattycampagna/ Leading Teams: https://leadingteamsinc.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP. 28 - Writing With Purpose with Michael Drew 48:04

for 17 dager siden48:04

48:04

In this episode of Retained Trust , host Karl Hughes is joined by Michael Drew, founder of Book Retreat and a veteran of the publishing world with over 130 New York Times bestsellers under his belt. Michael opens up about his path from a high school dropout to a leader in book marketing, sharing lessons on influence, mentorship, and entrepreneurial growth. The conversation explores Michael’s innovative outlining system that demystifies book writing for non-authors, the structure and strategy behind Book Retreat, and the power of building intellectual and relational capital. They also touch on legacy building, business sustainability, and the importance of giving while alive. Key Points From This Episode: [00:00:00] Michael's early life and entry into publishing. [00:03:15] Creating a New York Times bestseller campaign through radio partnerships. [00:06:30] The mindset shift that separates entrepreneurs from the rest. [00:10:12] The importance of mentorship and being chosen by the right people. [00:14:43] Building intellectual and relationship capital over financial capital. [00:17:15] Origins and purpose of Book Retreat. [00:21:27] Michael’s unique outlining system and writing philosophy. [00:26:01] Book Retreat's structure: writing, editing, and publishing support. [00:29:54] Balancing creativity with process: “one kernel at a time” writing. [00:32:19] Marketing vs. content: what drives book success? [00:36:05] The necessity of polarizing content and defining niche impact. [00:39:20] Scaling Book Retreat and minimizing founder dependency. [00:44:38] Legacy, teaching, and platform building. [00:46:35] Book recommendation: The Happiness Experiment by Carl Barney and the concept of “pre-questing.” Links: Michael Drew on LinkedIn: https://www.linkedin.com/in/michaelrdrew/ Book Retreat: https://bookretreat.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP. 27 - From Pipeline to Profit with Simon Severino 54:15

for 24 dager siden54:15

54:15

In this episode of Retained Trust, host Karl Hughes speaks with Simon Severino, founder of Strategy Sprints, about building scalable and sustainable agencies. Simon shares insights from his 22-year journey in go-to-market strategies, offering practical advice on pricing power, ideal client selection, and creating repeatable sales systems. They explore how agency owners can balance high-ticket services with scalable offerings, leverage AI for pipeline management, and design a business around their ideal lifestyle. The conversation also touches on resilience, gamification in business growth, and the importance of celebrating progress. Tune in for actionable strategies to transform your agency operations and sales approach. Key Points From This Episode: [00:00:14] Simon Severino’s introduction and passion for go-to-market strategies. [00:02:30] Evolution of Strategy Sprints and real-time business coaching. [00:04:54] Why cost-plus pricing fails and how to leverage pricing power. [00:08:24] Importance of dynamic pricing and avoiding fixed rates on websites. [00:11:04] Defining ideal clients and building a selective client base. [00:13:24] Transitioning from manual agency work to scalable models. [00:16:05] Building a product ladder: high-ticket services to low-ticket offers. [00:22:45] Creating predictable pipelines beyond referrals. [00:26:39] Simplifying lead generation and focusing on targeted outreach. [00:29:04] Balancing enterprise clients with smaller, fast-closing deals. [00:32:18] Making agency sales repeatable and ready for delegation. [00:34:15] The eight-step structure for a consistent sales process. [00:42:03] Building resilience as an entrepreneur through weekly cycles. [00:47:37] Gamifying business growth to boost energy and prevent burnout. [00:50:49] Book recommendations: Designing memorable client experiences and effective strategies. [00:52:43] Where to find Simon Severino and Strategy Sprints resources. Links: Simon Severino on LinkedIn: https://www.linkedin.com/in/simonseverino/ Sprint Strategy: https://www.strategysprints.com/ Pricing power guide: The CEO Guide to Higher Margins ( https://www.strategysprints.com/pricingpower ) SPRINT CLUB (Apple Store) https://apps.apple.com/at/app/strategy-sprints/id6739592512?l=en-GB Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.26 - Sales, Startups, and Staying Power with David Sliman 56:36

for 4 weeks siden56:36

56:36

In this episode of Retained Trust, host Karl Hughes chats with David Sliman, founder of Sales Proformance Consulting and a veteran entrepreneur. David shares his journey from launching a direct mail franchise in 1999 to building and selling a multi-million-dollar marketing business. He and Karl explore lessons learned in sales leadership, product positioning, business acquisition, and finding the right growth model. The conversation also touches on mentorship, consistency, and the balancing act between personal and professional life. Tune in for a candid look at what it really takes to scale and sustain a business. Key Points From This Episode: [00:00:43] David Sliman’s entrepreneurial background and motivation for consulting [00:02:04] The common gaps founders face when leading sales teams [00:03:36] How to craft a compelling “power statement” for your business [00:05:55] Tailoring messaging to different stakeholders in the sales process [00:07:16] David’s first business: a franchise in direct mail marketing [00:09:52] Lessons learned from launching a business with limited capital [00:10:56] The importance of believing in your product and starting with customer experience [00:16:37] David’s experience launching a local marketing startup from scratch [00:19:45] Validating product-market fit through early testing and feedback [00:23:26] The five-step framework for giving a great sales presentation [00:26:27] When and how to expand services without sacrificing margins [00:29:30] David’s company being acquired and what he learned from the process [00:33:29] Navigating team and franchisee dynamics during a transition [00:38:28] The importance of mentorship in scaling and evolving as an entrepreneur [00:44:38] What consistency looks like in leadership and operations [00:49:48] David’s recommended reads: The Law of Success, The Psychology of Money [00:54:23] About David’s podcast, Unfinished Business Links: David Sliman on LinkedIn: https://www.linkedin.com/in/davidslimansalespro/ Sales Proformance: https://www.salesproformance.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.25 - Fear, Growth, and Leadership Alignment with Andy Hite 49:08

for 5 weeks siden49:08

49:08

In this episode of Retained Trust, host Karl Hughes speaks with Andy Hite, founder of Scaling Minds, about the often invisible role fear plays in entrepreneurship. Drawing on his coaching experience with high-performing founders and leadership teams, Andy breaks down how childhood conditioning shapes modern fear, how it blocks business growth, and how entrepreneurs can start addressing it. Karl and Andy explore the differences between coaching and consulting, practical ways to spot ego-driven fear, and the energy costs of staying in a fear loop. Andy also shares why a strong support network is critical and how pushing through discomfort can unlock lasting growth. Key Points From This Episode: [00:00:00] Andy shares how coaching helped a leadership team grow revenue by 40%. [00:03:17] The distinction between consulting and coaching—and where mindset fits. [00:05:10] How childhood experiences shape adult fear responses. [00:07:43] Why modern fear is rooted in outdated survival instincts. [00:09:58] Reframing fear of failure and understanding the emotional triggers. [00:12:06] Common fears entrepreneurs face and their origins in uncertainty. [00:15:06] Why avoiding uncertainty limits growth—and how to move through it. [00:16:57] The role of ego in fear and why public perception hits hard. [00:18:39] Fear of growth masked as a desire to “stay small.” [00:21:34] How past work trauma can cause self-sabotage in leadership decisions. [00:23:22] Why entrepreneurs at all levels struggle with fear, just differently. [00:25:06] Learning to focus on long-term data rather than short-term noise. [00:27:05] Infinite game thinking and why zooming out matters. [00:28:13] Andy’s framework for addressing fear: naming it, facing it, and pushing past it. [00:31:36] Mental skills as muscles—growth through repetition and discomfort. [00:34:49] The energy drain of fear and how to reclaim creative bandwidth. [00:35:10] The importance of a support network—and how Andy uses one himself. [00:38:04] The power of peer comparison and Jim Rohn’s “five people” rule. [00:40:09] What makes running a coaching business hard: market confusion and noise. [00:42:21] The difference between a tactical coach and a mindset coach. [00:44:30] Why tactics are everywhere—but mindset is the true limiter. [00:45:07] Book recommendation: The Happiest Man on Earth by Eddie Jaku. [00:48:23] Final thoughts on fear as the biggest creative blocker. [00:48:33] Where to find Andy online and learn more about Scaling Minds. Links: Andy Hite on LinkedIn: https://www.linkedin.com/in/andy-hite/ Scaling Minds: https://www.scalingminds.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.24 - Sweat-Proof Scaling: Agencies, Acquisitions, and Apparel with Jim Huffman 53:10

for 6 weeks siden53:10

53:10

In this episode of Retained Trust, host Karl Hughes sits down with Jim Huffman—founder of GrowthHit and CEO of Neat—to discuss the journey from agency work to e-commerce entrepreneurship. Jim shares his pivot from finance into growth marketing, how he built and scaled GrowthHit, and what led him to acquire a sweat-proof t-shirt brand. They explore the highs and lows of agency life, the challenges of e-commerce operations, and how AI and acquisition strategies are shaping their next moves. Tune in for a candid, tactical conversation about building sustainable, scalable businesses. Key Points From This Episode: [00:00:42] Jim Huffman shares his path from spreadsheets to startups to launching a growth marketing agency. [00:02:07] The shift from venture-backed startups to bootstrapped, sustainable businesses. [00:04:19] Lessons from EO and why unsexy businesses can be the most successful. [00:06:58] Do agency owners actually like running agencies? The answer depends on the day. [00:08:36] Hiring strategies: How GrowthHit finds A-players outside of traditional pools. [00:11:28] The evolution from working with startups to specializing in e-commerce. [00:13:42] How recurring revenue and niche services lead to agency longevity. [00:14:41] Why niching down early matters and what Jim wishes he’d done differently. [00:16:24] The cobbler with no shoes: marketing your own agency. [00:17:09] Embracing EOS and shifting from founder-led chaos to structured leadership. [00:19:58] Building a lifestyle-aligned business and designing around energy. [00:23:10] The long game: why slow and steady can win in entrepreneurship. [00:26:33] Jim’s take on AI’s impact on marketing agencies and how GrowthHit is adapting. [00:30:29] Using AI tools like ChatGPT as strategy partners and content accelerators. [00:33:23] Inside the Neat acquisition: a sweat-proof apparel brand with IP and upside. [00:38:06] E-commerce vs. agency cash flow: what Jim has learned. [00:40:37] The importance of deal structure and having the right team post-acquisition. [00:43:45] How Jim uses podcasting to test ideas and build in public. [00:47:12] Fighting through the gap between taste and skill in creative work. [00:49:43] Book recommendations: “10x Is Easier Than 2x” and building with leverage. Links: Jim Huffman on LinkedIn: https://www.linkedin.com/in/jimwhuffman/ GrowthHit: https://growthhit.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.23 - The Discipline of Growth: Tony Wilson on Keeping Agencies Financially Healthy 51:09

for 7 weeks siden51:09

51:09

In this episode of Retained Trust , host Karl Hughes talks with Tony Wilson, founder of Accquip, a firm specializing in fractional CFO services for digital agencies. Together, they explore the financial missteps that can lead to agency collapse, the importance of pipeline visibility, and how to build a resilient, sellable business. Tony shares actionable insights on budgeting for growth, evaluating marketing channels, building a leadership team, and what buyers look for in an agency acquisition. This episode is packed with grounded advice for agency owners thinking long-term about financial health, sustainable growth, and eventual exit. Key Points From This Episode: [00:01:00] Tony Wilson explains Accquip’s mission and the common financial pitfalls agencies face. [00:02:09] How poor pipeline visibility leads to bad hiring and spending decisions. [00:04:30] Budgeting for sales and marketing: why time is just as valuable as dollars. [00:07:28] What percentage of revenue healthy agencies should invest in growth. [00:10:24] Why ongoing marketing is critical—even when business is booming. [00:12:56] Investing in marketing during downturns: a counterintuitive survival move. [00:14:32] Balancing inbound and outbound: the need for diverse acquisition channels. [00:16:48] How high-ticket agencies can afford bespoke, high-touch marketing. [00:17:55] The distinction between sales and marketing problems. [00:20:46] How to allocate a marketing budget—and avoid the silver bullet hire trap. [00:24:52] Testing and iterating marketing channels: a long-term view. [00:26:30] What it takes to build a sellable agency—beyond financials. [00:27:49] Risk factors buyers consider: customer concentration, team strength, proprietary tools. [00:28:48] Understanding quality of revenue and its role in valuation. [00:31:18] The importance of having a leadership team and management systems. [00:32:23] Why clear positioning and ICPs are crucial to valuation. [00:34:55] Building an agency that’s not dependent on the founder’s skills. [00:36:25] The power of referral networks and staying focused on a core service. [00:37:16] Tony’s journey from corporate finance to entrepreneurship. [00:41:30] Using a podcast for connection, lead generation, and collaboration. [00:45:31] Tony’s plans for in-person podcasting in Season 3. [00:46:13] Preparing for international relocation and learning cross-cultural communication. Links: Tony Wilson on LinkedIn: https://www.linkedin.com/in/tony-wilson-cpa/ Accquip: https://www.accquip.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.22 - Building Scalable Sales Teams for Agencies with Karlie Bliss 48:58

for 8 weeks siden48:58

48:58

In this episode of Retained Trust , host Karl Hughes speaks with Karlie Bliss, a seasoned sales leader specializing in lead generation and sales development. Karlie shares her journey from sales in the SaaS industry to building high-performing sales teams within agencies. Together, they explore the challenges agency owners face in creating predictable and scalable sales pipelines, the critical role of SDRs and AEs, and why founder-led sales aren't always sustainable. Karlie breaks down the importance of refining service offerings, developing a target account list, and using structured sales methodologies to ensure repeatable revenue. They also dig into how agencies can balance growth with service delivery capacity and discuss tactical strategies like LinkedIn advertising, targeted outreach, and the power of sales enablement. Whether you're an agency owner looking to step out of day-to-day sales or aiming to build a structured sales function, this conversation is packed with actionable insights. Key Points From This Episode: [00:00:00] Introduction to Retained Trust and guest Karlie Bliss. [00:01:19] Karlie’s background in sales and transition to the agency world. [00:03:55] How lead generation became Karlie’s expertise and passion. [00:04:54] The difference between selling services versus products. [00:06:40] Breaking down the SDR and AE roles in an agency sales structure. [00:07:50] Why sales managers are critical for growing agencies. [00:10:12] Common challenges for agency owners stepping out of sales. [00:12:03] How sales processes differ between SaaS companies and agencies. [00:15:09] Implementing structured sales models in agencies—what works and what doesn’t. [00:18:41] The risks of scaling sales without aligning operations. [00:20:49] Why agencies need to standardize services for repeatable sales. [00:23:17] How to create a target account list to focus outreach efforts. [00:26:45] The importance of manually refining lead lists for accuracy. [00:30:04] Cold outreach vs. inbound marketing—finding the right mix. [00:34:14] How to transition from founder-led sales to a scalable model. [00:37:42] The role of pricing and packaging in making sales scalable. [00:41:04] Choosing the right marketing channels based on your audience. [00:44:09] Karlie’s recommended read: Traction by Gino Wickman. [00:46:38] Where to find Karlie online. Links: Karlie Bliss on LinkedIn: https://www.linkedin.com/in/karliemorien/ Level Agency: https://www.level.agency/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.21 - The Reality of Recruiting & Hiring with James Hornick 55:09

for 9 weeks siden55:09

55:09

In this episode of Retained Trust , host Karl Hughes sits down with James Hornick, Chief Growth Officer at Hirewell, to talk about hiring trends, employer prestige, and why LinkedIn feels like a necessary evil. James shares his journey from tech recruiting to becoming a partner at Hirewell, and why diversification in recruiting is key to surviving economic downturns. They discuss why employer prestige is often overrated, how global hiring is changing the job market, and what really moves the needle for employees today. James also dives into the importance of content-driven marketing in recruiting, the impact of AI and offshoring, and why some companies struggle to attract top talent. Plus, James talks about his passion for writing fiction and how storytelling plays into his work. Key Points From This Episode: [00:00:00] Karl introduces the show and today’s guest, James Hornick. [00:00:44] James explains his sarcastic approach to LinkedIn and why most posts feel too serious. [00:02:47] How LinkedIn played a key role in Hirewell’s internal hiring success. [00:06:03] What makes Hirewell different in the recruiting industry. [00:09:06] Why the best recruiters help companies adjust unrealistic hiring expectations. [00:12:59] The biggest hiring trends today: flexibility, compensation, and job security. [00:16:21] Why employer prestige is often misunderstood by business leaders. [00:20:49] How global hiring and cultural shifts are changing the job market. [00:26:12] The long-term value of content-driven marketing in recruiting. [00:31:06] Surviving economic downturns: how Hirewell diversified to stay resilient. [00:39:44] The impact of AI and offshoring on the hiring market. [00:45:12] How different cultures approach sales and recruiting. [00:50:53] James’ passion for writing fiction and how storytelling fits into his career. Links: James Hornick on LinkedIn: https://www.linkedin.com/in/jameshornick/ Hirewell: https://hirewell.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.20 - Building Trust and Scaling Agencies with Manuel Weiss 53:21

for 10 weeks siden53:21

53:21

In this episode of Retained Trust , host Karl Hughes reunites with his business partner, Manuel Weiss, to share insights on scaling digital service agencies. They discuss lessons learned from recent acquisitions, the importance of building strong relationships between partners, and strategies for creating a sustainable growth pipeline. Manuel reveals their approach to leadership development and the challenges of merging companies. They also explore the role of autonomy, structured frameworks, and the long-term vision for their businesses. Tune in to uncover practical strategies for agency growth and leadership. Key Points From This Episode: [00:00:00] Introduction to Karl Hughes and Manuel Weiss, and the focus on scaling agencies. [00:01:08] Reflecting on key lessons learned over the past quarter. [00:01:57] Importance of personal relationships in business partnerships. [00:02:51] Maintaining trust and transparency between co-founders. [00:04:02] Challenges of acquisitions and a recent deal that fell through. [00:05:09] The slow and steady approach to acquiring businesses. [00:06:40] Empowering teams by stepping back from day-to-day operations. [00:08:20] The risks of micromanagement and the importance of autonomy. [00:10:04] Implementing standardized frameworks across portfolio companies. [00:11:25] Goals for 2025: Acquiring new companies and building leadership pipelines. [00:14:21] Insights from acquisition entrepreneurship conferences. [00:16:57] Building internal leadership through consultancy-based evaluations. [00:18:15] Challenges of promoting internal leaders versus hiring externally. [00:19:20] The role of advisory boards in supporting new leaders. [00:23:22] Building a sustainable acquisition pipeline for long-term growth. [00:27:07] Opportunities and risks of merging with similar-sized companies. [00:30:13] Lessons from the downturn in venture capital funding on business stability. [00:34:28] Growth strategies for The Podcast Consultant and Draft.dev. [00:38:35] Moving Draft.dev upmarket and focusing on long-term contracts. [00:41:02] Upcoming rebranding for Draft.dev to align with its new market position. [00:44:13] Recommended books and lessons learned: The Will to Keep Winning by Daigo Umehara. [00:49:19] Long-term focus and sustainability over short-term gains. [00:52:42] Wrapping up: Future plans and staying connected with listeners. Links: Manuel Weiss on LinkedIn: https://www.linkedin.com/in/manuelweiss1986/?originalSubdomain=at Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.19 - From Niche to Growth: A Path to Agency Expansion 48:09

for 11 weeks siden48:09

48:09

In this episode of Retained Trust, host Karl Hughes sits down with entrepreneur and agency expert Sam Shepler, founder of Testimonial Hero, to explore the ins and outs of building, scaling, and acquiring service-based businesses. Sam shares his journey from running a generalist video agency to selling it, launching a productized service, and now expanding through strategic acquisitions. Karl and Sam break down the power of productized services, how acquisitions can unlock new growth, and the challenges of integrating new businesses into an existing agency. They also discuss how to say no to custom projects, balancing specialization with expansion, and why maintaining good relationships with competitors can open unexpected doors. Key Points From This Episode: [00:00:00] Introduction to Karl Hughes & Retained Trust [00:00:43] Guest introduction: Sam Shepler’s background and agency experience [00:01:51] Selling his first video agency and transitioning into productized services [00:04:03] Why productized services appealed to Sam and how he built Testimonial Hero [00:05:50] The myth of recurring revenue in service businesses [00:07:09] The power of process-driven scaling and why it’s essential [00:08:38] Saying no to custom client requests & keeping services streamlined [00:10:37] The natural evolution from productized service to broader agency growth [00:14:28] Expanding into new service areas without losing focus [00:17:08] The limits of productized services and when to expand offerings [00:20:21] The acquisition strategy: why Sam decided to buy instead of build [00:23:46] Choosing the right services to add through acquisition [00:27:02] The challenge of managing multiple agency brands [00:30:15] Thinking in long-term horizons to unlock big opportunities [00:34:37] The role of competitors in potential acquisition deals [00:39:59] The difficulties of getting deals done & lessons from failed acquisitions [00:45:45] Sam’s recommended books on business, strategy, and psychology [00:47:00] Where to follow Sam & learn more Links: Sam Shepler on LinkedIn: https://www.linkedin.com/in/samshepler/ Testimonial Hero: https://www.testimonialhero.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.18 – Profitability & Planning: Joey de Wit on Smarter Agency Finances 55:55

for 12 weeks siden55:55

55:55

In this episode of Retained Trust , host Karl Hughes speaks with Joey de Wit, founder of AgenCFO, a fractional CFO service specializing in helping agencies master their finances. Joey shares his journey from corporate finance to entrepreneurship, highlighting the importance of financial forecasting, pricing strategies, and sustainable agency growth. They discuss the challenges of scaling service-based businesses, how to escape the feast-and-famine cycle, and why many agency owners underinvest in growth. Joey explains how proper financial planning can give agency owners control over their profitability, allowing them to reinvest wisely and build businesses that are financially resilient. If you're an agency owner looking to scale profitably, raise prices, and improve financial strategy, this conversation is packed with actionable insights. Key Points From This Episode: [00:00:30] Introduction to Joey de Wit and AgenCFO [00:01:03] The role of a fractional CFO in agency growth [00:03:15] What size agencies benefit most from CFO services [00:06:03] The common financial mistake agency owners make [00:08:39] The importance of financial planning and budgeting [00:10:47] How agencies can forecast revenue more accurately [00:15:24] Growth is expensive—why underinvestment is common [00:16:41] The challenge of scaling agencies and negative economies of scale [00:20:00] Pricing strategies: Why raising prices can be the best growth lever [00:23:04] Joey’s entrepreneurial journey from banking to agency finance [00:31:58] Hiring for finance roles—analysts vs. CFOs [00:38:51] Client acquisition: Twitter, referrals, and content marketing [00:41:18] The challenge of balancing growth with service delivery [00:45:03] The reality of entrepreneurship—why you’re never fully “off” [00:50:06] Book recommendations for agency owners and entrepreneurs [00:52:54] Where Joey sees Agent CFO in the next year Links: Joey de Wit on LinkedIn: https://www.linkedin.com/in/joeydewit/ Joey de Wit on X: https://x.com/joeydewit AgenCFO: https://www.agencfo.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

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EP.17 - Scaling Success: Agencies, AI, and Acquisition with Corey Northcutt 48:26

for 13 weeks siden48:26

48:26

In this episode of Retained Trust , host Karl Hughes sits down with Corey Northcutt, a serial entrepreneur and Chief Optimization Officer at Orbit Media Studios. Corey shares his journey from founding a hosting company in college to leading and selling multiple agencies, culminating in his role at Orbit Media. They discuss the evolution of digital agencies, the role of AI in marketing and optimization, and how agencies can leverage automation for smarter workflows. Corey also shares his perspective on junior roles in the AI era, the future of digital service businesses, and why he sees agency work as more resilient than ever. Whether you’re building an agency, integrating AI into your workflow, or considering an acquisition, this conversation offers valuable insights from an industry leader. Key Points From This Episode: [00:00:22] Introduction to Corey Northcutt and his entrepreneurial journey. [00:01:27] Corey’s background in building internet companies and selling agencies. [00:02:04] The role of Chief Optimization Officer at Orbit Media Studios. [00:04:46] How Corey transitioned from running his own agency to joining Orbit. [00:06:05] The size, structure, and services of Orbit Media Studios. [00:07:05] AI’s impact on SEO, content marketing, and agency workflows. [00:08:33] The role of AI in finding deficiencies vs. creating efficiencies. [00:10:46] AI’s ability to process and analyze large datasets for decision-making. [00:13:52] Does AI pose a threat to agencies, or is it a tool for growth? [00:16:47] The evolving role of junior employees in the AI era. [00:19:00] Corey’s early experiences launching a hosting business. [00:22:10] Growth hacking strategies and how Corey found underserved markets. [00:26:45] The intersection of AI, automation, and consulting work. [00:30:15] Predictions for the future of digital agencies in an AI-driven world. Links: Corey Northcutt on LinkedIn: https://www.linkedin.com/in/coreynorthcutt/ Corey Northcutt on X: https://x.com/corey_northcutt Orbit Media; https://www.orbitmedia.com/ Google Ranking Factors: https://www.orbitmedia.com/google-ranking-factors/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

Retained Trust

1
EP.16 - Scaling a Strategy-Driven Agency with John-Henry Scherck 49:45

for 14 weeks siden49:45

49:45

In this episode of Retained Trust , host Karl Hughes speaks with John-Henry Scherck, the founder of Growth Plays, a B2B SEO and content strategy agency. John-Henry shares his transition from a solo consultant to building a growing agency, despite initially vowing never to hire employees. He discusses the challenges of scaling a strategy-driven service, the importance of hiring experienced talent, and how his approach differs from traditional agency models. The conversation explores the difficulty of getting strategic recommendations implemented, how to align content strategy with business objectives, and the key traits he looks for in hires. John-Henry also delves into personal branding, client acquisition through reputation, and how his agency balances autonomy and structure. Key Points From This Episode: [00:01:14] John-Henry’s early mindset: Why he originally resisted hiring. [00:02:38] How Growth Plays differentiates from traditional agencies. [00:03:52] The challenges of scaling a strategy-driven business. [00:04:54] How Growth Plays positions itself in the B2B SEO and content strategy space. [00:06:08] The hardest part of scaling strategy: Getting recommendations implemented. [00:07:42] Creating urgency in content strategy to drive execution. [00:09:50] Aligning strategy with business goals, public earnings reports, and KPIs. [00:12:11] The importance of one-on-one stakeholder conversations to extract real insights. [00:15:25] Key hiring attributes: Critical thinking, communication, and autonomy. [00:18:28] How John-Henry builds a team that counterbalances his own strengths and weaknesses. [00:20:54] The role of personal branding and word-of-mouth in agency growth. [00:22:22] Delivering great work as the best marketing strategy. Links: John-Henry Scherck on LinkedIn: https://www.linkedin.com/in/jhtscherck/ Growth Plays: https://growthplays.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com…

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