How should I staff my agency? Who is my next hire? How do I build an agency that scales? We hear these questions all the time.
Staffing and structuring can be especially challenging for those who are transforming their agency into an inbound agency. For example, an agency might be used to project work, and want to move to retainer pricing. They might have been a design and dev shop in the past, and lack a strong client service or content development team.
And even if you have a solid structure to service and deliver inbound services now, you still need to consider the future of your agency. What roles do you need to consider staffing for in the next six months or a year from now?
It’s a lot to consider. And while organizational structures might sound outdated, they are essential for understanding how you want to grow.
Jim Collins, an industry expert on company sustainability and growth, wrote in Fast Company:
“Leaders of companies that go from good to great, start not with ‘where’ but with ‘who.’ They start by getting the right people on the bus, the wrong people off the bus, and the right people in the right seats.”
And this “who” is the most important element for growing a successful agency. People are the lifeblood of your firm. You don’t run a manufacturing firm. Your people are main reason why clients want to work with you.
In addition, an org chart provides staff with insight on where they belong, who is accountable for what, and what their career path at the company looks like -- a key to retaining talented individuals.
For a real-life example, we asked G2M, a HubSpot agency partner based in Australia to outline how they staff and structure their agency. G2M was founded in 2007 and focuses on inbound marketing and lead generation for the B2B market. It works in a pod structure, and pods are replicated as it brings on new clients. Each pod manager collaborates with the managing editor who coordinates with more than 20 freelance writing specialists.
“The pod leader is the person with the main responsibility for all client communications, all project management, and for keeping revenue of their pod at a pre-determined level. Everyone on our team has a ‘passion project’ or specialization so that we can tap into these skills when needed.” - Chris Fell | Founder & Managing Director, G2M solutions
Find details about this org structure and many more in HubSpot’s Guide to Agency Org Structures.
Interested in more agency growth strategies? The Marketing Agency Growth Report features survey responses from over 1,000 agencies focusing on the common issues prevent agencies from growing.