In the world of fast-paced marketing, agencies often struggle between profitability and exceptional client results. But then comes Liza Simpson, a seasoned marketing strategist with over two decades of experience. By pioneering an upside down agency model, she was able to add 20% more profit to her bottom line.
The Shift That Changed Everything
After building a seven-figure agency with 20 staff members, Liza found herself drowned in stress, debt, and burnout as her days – a far stretch from the freedom she had intended for herself when she first went into business.
The breaking point came when her business partner walked away, leaving Liza with mounting financial pressure. Forced to reevaluate her agency’s structure, she realized a fundamental truth: better marketing results stem from better decisions, and the most valuable player (MVP) of any agency is its Chief Marketing Officer (CMO).
What Is the Upside-Down Agency Model?
The traditional agency model often separates strategy from execution. Senior marketers, like CMOs, pitch to clients but pass the actual work to account managers or junior staff. Liza flipped this script. She began working directly with clients, ensuring that their decisions were shaped by her expertise rather than filtered through multiple communication layers. This approach revolutionized her business by generating stronger client relationships, improved results, and increased efficiency. Instead of hiring a large full-time team, she created a pool of top-tier contractors who could deliver exceptional work on demand.
This direct involvement from the key players in an agency creates longer-lasting client relationships, while reducing payroll expenses. By aligning client strategies with outcomes and influencing critical decisions, clients ultimately experience better results.
Why Does This Model Work?
The model positions the CMO as the client’s go-to expert, transforming weekly meetings into high-impact strategy sessions. With a strong project management system, the team of contractors could access tools and resources quickly, ensuring perfect delivery without the overhead of full-time staff. Liza became laser-focused on cash flow and profitability, setting clear boundaries for how her agency integrated into her life.
One of the key innovations behind Liza’s model is her Brand Diagnostic Toolkit. This paid assessment helps agencies identify client needs while generating immediate revenue. Instead of offering free audits, Liza developed a framework that primes clients for long-term partnerships. It’s a win-win: agencies secure higher-value clients, and businesses get actionable insights upfront.
The Upside-Down Agency Model is not just about profit but about creating a sustainable, enjoyable way of working. For Liza, this means spending more time with her family, working on projects she loves, and helping her clients succeed. Now, she’s sharing her strategies with other agency owners and freelance marketers.
Your Turn to Flip the Script
Liza Simpson’s story proves that rethinking the traditional agency model can produce extraordinary results. She has made it easy to learn more about her tools and strategies in her workshops and publications. Individuals can now access her Agency Pricing Guide for free here.
If you’re ready to reduce stress, boost profitability, and create a lifestyle business that works for you, it’s time to consider turning your agency upside down.
Disclaimer: The information provided in this article is for educational and informational purposes only and does not constitute professional business advice. The strategies, results, and outcomes mentioned are based on individual experiences and may not be typical for all businesses. Any changes to business models, structures, or operations should be carefully considered based on your specific circumstances. Readers are encouraged to seek advice from qualified professionals before implementing any of the strategies discussed.
Published by Jeremy S.
