RMG Chronicles: Stop the Feast-or-Famine Cycle in Your Agency
In the latest episode of RMG Chronicles, Emily Brackett reveals the secret to breaking the feast-or-famine cycle that plagues agency owners.
After experiencing the highs and lows of client work, Emily found herself overwhelmed and scrambling for new business. She discovered that the solution lies not in temporary fixes, but in a disciplined approach to calendar management and a shift in mindset about outreach. In this episode, she shares her method of 'calendar protection' and how it transformed her agency’s growth trajectory.
The Agency Owner Nightmare
Many agency owners face a familiar scenario: they become so engrossed in serving existing clients that they neglect business development. This short-sighted approach leads to a cycle of feast and famine, where the agency is either too busy or struggling to find new clients. Emily recounts her own experience of this nightmare and how it impacted her agency’s stability.
The Solution: Calendar Protection
Emily emphasizes the importance of 'real' calendar protection, which goes beyond simply blocking out time for outreach. It's about committing to this time and treating it as sacred. She discusses how she implemented strict boundaries around her calendar, ensuring that her team understands the importance of business development and actively protects that time from encroachment by client meetings or other distractions.
Outreach as Client Work
One of the key insights from this episode is the understanding that outreach should not be viewed as separate from client work. Emily argues that outreach is indeed a form of client work—just for future clients. This perspective shift helps agency owners prioritize and value their outreach efforts, viewing them as integral to the agency's success rather than an afterthought.
Building a Culture of Business Development
Emily doesn’t just keep her calendar protected; she also fosters a culture within her agency that prioritizes business development. By involving her team in the process and making them guardians of the outreach time, she ensures that everyone understands their role in securing the agency’s future. This approach creates a shared responsibility for growth and helps maintain momentum even during busy periods.
Practical Tips for Implementation
To help agency owners implement these strategies, Emily shares practical tips for establishing calendar protection and fostering a business development culture. These include setting clear expectations with the team, regularly reviewing outreach goals, and celebrating wins to keep the momentum going. She also encourages agency owners to be relentless in defending their time and to view outreach as an ongoing commitment rather than a periodic task.
Key Takeaways
- Agency owners often fall into a feast-or-famine cycle due to neglecting outreach.
- 'Real' calendar protection is essential for prioritizing business development.
- Outreach is a vital part of client work and should be treated as such.
- Building a culture of business development within the team ensures collective responsibility for growth.
- Implementing practical strategies can help maintain focus on outreach and prevent future dry spells.
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