Guest: Gabriel Ryan, Planning & Context Switching

Running a successful agency is about much more than just landing clients; it requires a well-structured approach to operations, team management, and financial health. One of the key steps to scaling any business is implementing effective systems and learning how to delegate tasks to make the best use of your time and resources. This guide will break down the essentials of creating a delegation-friendly system, introduce some of the best resources for learning operations, and address common challenges that small to mid-sized agencies face.

Creating Systems Based on Delegable Tasks

To grow, agency owners must understand that they can’t (and shouldn’t) do everything themselves. Effective delegation allows for focusing on high-level strategies and client relationships while ensuring that daily operations run smoothly. To start, break down your business processes into key tasks, then identify those that could be handled by someone else.

How to Identify Delegable Tasks:

• Categorize Roles: Create a visual layout of tasks under roles like Client Manager, Content Writer, or Backlink Specialist. Map out each role’s responsibilities and set clear goals.
• Pinpoint Weaknesses: Identify the tasks you may not be highly skilled at or that could be handled more efficiently by a specialist. For example, tasks like bookkeeping or technical troubleshooting might be ideal candidates for delegation.
• Define Processes: Break down each task into steps and document these processes so that they’re easy to follow and replicate.

When creating systems, especially if you’re a one-person team, a valuable exercise is to map out all roles and tasks on paper. While you may initially be responsible for everything, documenting these roles and establishing clear guidelines sets the foundation for future hires.

Use of Video and Audio SOPs to Train New Hires

With your task list in place, creating Standard Operating Procedures (SOPs) is the next step. While many agencies rely on text-based SOPs, video and audio guides are often more effective. They allow for clearer, step-by-step instruction and are easier for new hires to follow.

Advantages of Video and Audio SOPs:

• Visual Clarity: Video SOPs can demonstrate complex processes, showing exactly where to click, how to navigate software, or how to complete each task.
• Reusability: Video and audio files can be stored in a shared folder or training platform, offering easy access for current and future employees.
• Personalization: Audio recordings allow you to convey the tone and style of your brand, which can be particularly helpful for client-facing tasks.

Using video SOPs and gradually building a knowledge base means that your business becomes self-sustaining, with systems that new hires can easily learn and replicate. This approach is especially useful for roles where direct instruction might otherwise be required.

Recommended Resources for Learning Operations

To get the best results from your operational systems, it’s helpful to study industry-leading resources. Here are three essential reads to guide your approach:

• Scaling Up by Verne Harnish: This book provides a blueprint for growing a business systematically, covering core topics like strategic planning, hiring, and cash flow.
• Clockwork by Mike Michalowicz: Michalowicz’s book emphasizes designing a business that runs itself, with a focus on delegating effectively and optimizing team performance.
• The E-Myth Revisited by Michael Gerber: Gerber’s classic is a must-read for any small business owner, as it explores how to build processes and roles that enable scalable, sustainable growth.

Each of these books highlights the importance of systematizing operations and shows how successful companies have used similar structures to achieve their goals.

Common Issues in Small to Mid-sized Agencies

While delegation and systems are vital to growth, other operational issues can hinder an agency’s success. Here are two common challenges and how to address them.

Churn Rate: Retaining Clients through Improved Fulfillment and Communication

A high churn rate—when clients leave at a faster rate than expected—often signals issues beyond lead generation. Many agencies mistakenly focus on getting more clients rather than addressing why current clients aren’t sticking around. The root cause can often be found in areas like:

• Fulfillment: Are you delivering what you promised? Look for ways to streamline and improve your service delivery to ensure clients are consistently satisfied.
• Client Communication: Clear and proactive communication prevents misunderstandings and reinforces your value. Establish regular touchpoints to check in with clients and address concerns.

Improving client satisfaction and service delivery can drastically reduce churn and turn clients into advocates who refer others to your agency.

Profit Allocation: Prioritizing Financial Health and Long-term Stability

Many small to mid-sized agencies reinvest every dollar back into the business, but creating a profit allocation system is essential for stability. Start by saving a small percentage of your top-line revenue each month as profit. Having this financial cushion allows your agency to handle slow periods, make strategic investments, and grow sustainably.

Steps to Implement Profit Allocation:

1. Set a Percentage: Start with a manageable figure, like 1–5% of revenue, to build a profit reserve.
2. Use a Separate Account: Dedicate a separate bank account to this reserve to avoid accidental spending.
3. Review Quarterly: Evaluate your profit every quarter and decide whether to reinvest, make an acquisition, or save it for future growth.

Profit allocation is a vital practice that lets you strengthen your agency’s financial foundation, reinvest wisely, and make smarter long-term decisions.

By creating robust systems, delegating effectively, and addressing the common issues of churn and profit allocation, small to mid-sized agencies can grow sustainably. Whether you’re in the early stages of building your agency or seeking new ways to scale, these practices create a framework for continued success. And remember, growth is often a matter of refining, documenting, and delegating the processes that drive your business forward.

With the right structure, your agency can shift from being a solo operation to a self-sustaining business that consistently delivers value for clients and growth for your team.