How to Structure Your Agency So It Runs Like Clockwork With or Without You
This is one of the issues we help agency owners within our accelerator program, Profit Paradigm. The reason running your business can feel like that is because you don’t have a clear structure for building your company and team.
At a deeper level, you haven’t made the leap from freelancer to CEO yet (which is why you don’t already have an organizational structure).
When you install something like what I’m about to show you, along with the right systems and processes, that’s when your business can really begin operating like a well-oiled machine with or without you.
The first thing you have to understand is how the structure of your company should look (see diagram below). There are six core roles: Visionary, Integrator, Sales Director, Marketing Director, Operations Director, Finance Director. Then underneath each of these core roles is where the rest of your employees will slot in as you begin to scale.
If you’re just starting out, you are responsible for handling each of the core roles yourself. You have to have some predictable recurring revenue before hiring a team.
But once you start getting to the $10k – $20k per month mark, that’s exactly when you need to start implementing this kind of thing. One of the biggest reasons so many agencies get stuck at $10k – $20k per month is because they aren’t aware of the need for an organizational structure like this. Structure is the difference between running your business like a freelancer vs a CEO. Structure = Freedom.
Now, there is only one rule for this structure: one person can hold multiple roles in the company, but each role can only be held by one person at a time. In other words, one person can be the Visionary and the Finance Director, but you cannot have two Visionaries.
In the diagram, the Visionary is at the top position. The Visionary is the captain of the ship – they’re the one who sees the big picture and sets the vision for the company.
The Visionary is responsible for coming up with the big ideas and strategies, for building partnerships, for developing the company’s culture, and for innovating. They’re the face of the business.
Steve Jobs is a great example of a Visionary.
The Visionary is important because it’s the big vision that draws people – be it customers or teammates – into the business.
As the founder, you are probably the Visionary.
Inexperienced Visionaries often miss a key component of their execution strategy… they think they have to take the ideas and execute on them themselves. But Visionaries don’t always have the chops to execute on ideas in the timeframe, or with the quality they want.
That’s where the Integrator comes in. The Integrator is like the ship’s first mate. They are responsible for execution and they understand that, for every idea the Visionary has, there has to be a practical set of operations to make it happen. In other words, the Integrator is responsible for organizing the rest of the team and the resources of the company to accomplish the goal of the Visionary.
Tim Cook is a great example of an Integrator who eventually became CEO.
Underneath the Integrator is all your different department heads. And underneath your different department heads, you’ll have all the employees who help handle that aspect of the company.
For example, underneath your Marketing Director, you might have someone who manages your social media and site, as well as a copywriter. But roles like that don’t have to be considered until you begin getting close to 7-figures. When you first start hiring a team, your department heads will be responsible for completing (or outsourcing) all the tasks that fall under their wheelhouse.
If you are looking to make your first hires, you should be looking to fill the following roles:
Sales Director – responsible for closing leads and prospects, follow up and lead nurturing, developing sales processes, keeping track of sales numbers and KPI’s, setting appointments with potential clients, etc.
Marketing Director – responsible for lead generation, company-wide marketing strategy, branding, managing the website, posting to social media, setting up and managing paid ads, etc.
Operations Director – responsible for client delivery, building out internal systems and standard operating procedures, handling customer service, managing projects etc.
Finance Director – responsible for budgeting, taxes, invoices, paying bills, accounts payable/accounts receivable, etc.
Understanding this structure and implementing it in your agency will help you build a more sustainable and scalable business, which will result in more money and less grind work for you.
I’d also highly recommend you check out the book “Traction” by Gino Wickman if you’d like more info on this.
This is the exact structure I use in my own company, Alpha Mentorship, and it’s the same structure we teach to Profit Paradigm students. It’ll help bring a new level of organization to how your business runs and allow you to actually take a step back to enjoy some of the results you’ve generated.
If you’re at a stage in your business where you’re making between $10k – $20k per month and you’re finding it impossible to scale, you could be a good fit for Profit Paradigm.
So far, every student has doubled their recurring revenue (some have done more) and practically halved their workload by learning how to become effective CEOs, and by creating the right systems and structures.
…All within 90-days.
We’re looking for a few more 6-figure agency owners who want to do the same.