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Maximizing Digital Agency Profits By Documenting Core Processes with Chris Gwinn | SAM | Ep #604

Can your agency employees make decisions without you? Are you frustrated that you keep putting out fires or re-explaining yourself over and over? Documenting processes isn't the glamorous part of being an agency owner. However, it’s a necessary part of growing your and the first step to exiting daily operations. Today’s guest runs an advisory agency where they help customers achieve profitability by documenting processes. He’ll talk about the biggest mistake agency owners typically make when it comes to documenting processes and how you can tackle this daunting task.

For more insights on growing and scaling your digital agency, go to https://www.agencymastery360.com/

Chris Gwinn is the founder of Great Lakes Advisory, an agency that helps digital agencies implement EOS by creating more consistency, productivity, and profitability by documenting their processes and developing KPIs. They also offer customized training to ensure all processes are up to standard.

In this episode, we’ll discuss:

3 ways to identify your agency's core processes.
How to start documenting agency SOPs.
The biggest mistake people make when documenting processes.

3 Steps for Prioritizing Your Agency's Core Processes
If you’re not a detailed, process person, the thought of developing and implementing processes might give you some anxiety. However, you don’t necessarily have to put all the processes in place at once. According to Chris, the idea that you have to document absolutely every part of the operations is wrong. Instead of trying to document every single process, he advises focusing on the highest-impact items.

A good way to prioritize your core processes is to separate them according to these categories:

Impact. What are the 20% of processes that represent 80% of your agency’s activities and results? For most agencies, this is the sales process and client onboarding. Be sure to standardize these core processes.
Priority by headcount. How many people are performing certain processes? If it’s 50 people, then that would be a priority over a process only one person is performing.
Frequency. If it’s an ad-hoc process performed quarterly or annually, it ranks lower on the priority list than processes performed weekly or daily.

How to Start Documenting Agency SOPs
If you ask a salesperson to document what they do, they might not know where to start. Once you have a list of priorities and break it down by the different departments, identify the subject matter expert. Who owns that particular process? It is usually the head of that department.

Basically, identify the process owners, the name of the process, how frequently it is performed, and how long it takes to perform. From there, you can share additional information, applications, or resources and outline the simple steps.

The idea is to create a resource that one person can follow from beginning to end without having to reach out to another person or another department. The goal of an SOP is to always achieve the same result or outcome by following the same steps.
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00:00 - The Benefits of Having Clearly Defined Processes
06:21 - 3 Steps for Prioritizing Your Agency's Core Processes
09:51 - How to Start Documenting Agency SOPs
16:13 - Biggest Mistake When Documenting Processes
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JASON SWENK IS AN AGENCY ADVISOR THAT GUIDES MARKETING AGENCIES THROUGH A PROVEN FRAMEWORK FOR GROWING THEIR AGENCY FASTER & EASIER.

In 1999 he launched his first digital agency growing it to a multi-million dollar operation working with brands such as AT&T, Hitachi, and Lotus Cars. After 12 years of amazing growth, his agency was acquired in 2012.

Since then he has co-founded and has grown another 8-figure agency. He also runs a unique consultancy helping marketing agencies grow, scale, and enjoy running their agency by applying the framework that he used to grow, scale, and eventually sell his agency.

Jason has helped over 20,000 agencies in 42 countries meet or exceed their business goals. He generously shares it all as a speaker, podcaster, and author. He has been featured as an expert in top media publications such as Entrepreneur and Inc. Magazine. Plus, he currently hosts the top agency podcast: The Smart Agency Master Class.

Jason is dedicated to providing tactics and strategies to agency owners. His mission is to be the resource he wishes he had as an agency owner.