Agency NXD - Blog by Richard GregoryAgency NXD - Blog by Richard Gregoryhttps://www.agencynxd.com/blogs/author/richard-gregoryFri, 29 May 2026 01:22:40 +0200http://zoho.com/sites/<![CDATA[How to Choose the Right Non-Exec for Your Agency’s Growth Goals]]>https://www.agencynxd.com/blogs/post/how-to-choose-the-right-non-exec-for-your-agency-s-growth-goalsLearn how to choose a non-exec for your agency. Get steps, examples, and criteria to find the advisor who drives real growth.]]>

A strong non-executive director (non-exec) can significantly boost agency growth by offering strategic guidance, challenging assumptions, and opening new opportunities. They don't manage daily operations but sharpen strategy, prevent missteps, and accelerate decision-making.

This post defines a non-exec, explains their value, and provides a step-by-step process for selection, complete with examples. Key takeaways include: a non-exec provides strategic guidance, industry expertise, and an independent perspective; successful hiring starts with clear growth goals; and fit, expectations, and structure are as crucial as a strong CV.

A non-exec is an independent advisor on your board or a board-level counsel. They don't manage teams but pressure-test strategy, offer industry insight, hold leadership accountable, provide network access, and support governance. For agencies, this often combines strategic advisory with coaching. They are not fractional COOs, freelance sales agents, or passive figureheads. Their value lies in independent judgement, experience, and smart trade-offs.


1. Define Your Growth Goals and Challenges: Before searching, clarify why you need a non-exec. Your goals determine the required skills. Ask: What does success look like (e.g., $5M ARR, new service line)? What's hindering you (e.g., inconsistent pipeline, low utilization)? What decisions need help (e.g., positioning, funding)? What capabilities are missing (e.g., finance, enterprise sales)? Example: To move to enterprise accounts, you need a non-exec with enterprise sales and procurement experience. Document and share these goals.

2. Identify Needed Skills and Experience: Translate goals into a non-exec skills map, covering:

  • Domain expertise: Industry niche, service model, buyer context.

  • Growth levers: Commercial excellence (pricing), operating rhythm (forecasting), strategic positioning, capital/transactions.

  • Governance and leadership: Board experience, coaching, succession planning.
    Prioritize depth in specific bottleneck areas. Example: For a performance marketing agency needing profitability improvement, an ex-COO or MD with margin turnaround experience is ideal.

3. Look for Cultural Fit and Values Alignment: A good fit is crucial for avoiding friction. Look for: direct but respectful communication, pragmatism, humility, founder empathy, and values alignment. Red flags include being overly prescriptive, name-dropping without substance, vague answers, or disinterest in your team's context. A practical test is inviting them to a working session.

4. Leverage Your Network and Industry Connections: Trusted referrals are best. Look within your clients, peer agencies, industry groups, investors, events, and curated platforms. Be precise when asking for recommendations (e.g., "We need help with pricing and enterprise sales for B2B SaaS"). Aim for a diverse shortlist of 5-8 candidates.

5. Conduct Thorough Interviews and Due Diligence: Treat this like a critical leadership hire. Structure interviews across sessions focusing on context, priority problems, team chemistry, and case/references. Ask specific questions (e.g., "How would you improve gross margin?"). For due diligence, speak with at least three references (founder, executive, team member), verify track record, check for conflicts, and confirm availability. Consider a paid micro-engagement to test working style.

6. Set Clear Expectations and Define the Scope: Clarity protects the relationship. Agree on:

  • Role definition: Purpose, in-scope activities (e.g., strategic guidance, monthly board meetings), and out-of-scope activities (e.g., daily operations).

  • Cadence and format: Monthly board sessions, biweekly check-ins, quarterly offsites, as-needed availability.

  • Metrics and dashboards: A small set of lagging and leading indicators tied to goals (e.g., revenue growth, gross margin, pipeline coverage).

  • Term and review: Start with 6-12 months, with a 90-day review and a simple termination clause.

  • Compensation: Monthly fee, equity, or a blend. Tie success fees to clear outcomes.

  • Documentation: Put everything in writing via a standard agreement.

Example Scenarios:

  • Founder-led sales plateau: Non-exec: Ex-enterprise sales leader. Impact: Higher win rates, repeatable sales motion.

  • Low margin despite growth: Non-exec: Ex-COO with margin turnaround experience. Impact: Margin lift from 35% to 50%.

  • Preparing for exit: Non-exec: Advisor with M&A experience. Impact: Better multiple, smoother diligence.

Running an Effective Relationship:

  • Share context (board pack) in advance.

  • Focus meetings on decisions.

  • Create accountability (owner, due date, metric).

  • Encourage candor and challenge.

  • Close the loop by reporting outcomes.

Common Mistakes to Avoid:

  • Hiring for fame over fit.

  • Vague scope.

  • Over-indexing on one dimension.

  • Ignoring team buy-in.

  • No metrics.

Conclusion: Invest in the Right Non-Exec to Unlock Your Next Stage

Your next phase of growth will require new decisions, new focus, and new capabilities. A strong non-exec gives you strategic lift, sharper execution, and the courage to say no to the wrong opportunities. Define your goals, map the skills you need, hire for values and impact, and set clear guardrails. Do this well and you’ll reduce risk, accelerate learning, and move faster with confidence.

If you’re serious about scaling your agency, start your search this month. Write your goals, build a short-list, run structured interviews, and test with a small engagement. The right non-exec won’t just advise your growth—they’ll help you achieve it.


Get Started Now
]]>Mon, 18 Aug 2025 15:42:39 +0000<![CDATA[How a Non-Executive Director Can Elevate Your Marketing Agency]]>https://www.agencynxd.com/blogs/post/how-a-non-executive-director-can-elevate-your-marketing-agencyRunning a marketing agency with up to 50 employees often feels like balancing on a tightrope. You’re steering operations, securing clients, managing f ]]>

Running a marketing agency with up to 50 employees often feels like balancing on a tightrope. You’re steering operations, securing clients, managing finances, and keeping team morale high. No wonder many agency founders feel stretched thin.

This is where a Non-Executive Director (Non-Exec) can make a big difference. With seasoned expertise, fresh perspectives, and targeted guidance, a Non-Exec can help you overcome challenges, seize opportunities, and accelerate growth.

Here’s how a Non-Exec can bring real, measurable value to your agency.

Strategic Guidance to Drive Growth

A Non-Exec can refine your agency’s long-term strategy, helping you overcome growth plateaus. Many small agencies struggle to scale due to a lack of structured planning. By providing expertise and an objective view, a Non-Exec helps you focus on areas with the highest impact. For example, they might guide you in expanding into new industries or adopting advanced marketing technologies.


Example:

A social media agency wanted to diversify into content creation but lacked confidence. Their Non-Exec helped them test services with existing clients, refine delivery systems, and scale up seamlessly. The result? A significant revenue boost.


Industry Connections to Unlock Opportunities

Non-Execs often have a network of valuable industry contacts. These connections can open doors to new clients, collaborators, or investors, helping your agency grow faster.

Whether it’s landing a high-ticket client or forming a strategic partnership, a Non-Exec can help you bypass conventional roadblocks.


Scenario:

An agency targeting larger corporate clients struggled to make connections. Their Non-Exec introduced them to key decision-makers, securing opportunities that would’ve taken years to access.


Financial Oversight for Better Profitability

Creative founders often overlook financial discipline, which can lead to declining profit margins or cash flow issues. A Non-Exec can help you set budgetary controls, optimise resources, and cut unnecessary expenses.


Quick Win Example:

An agency overspending on unused tools worked with their Non-Exec to review operations. By consolidating software licenses and focusing on high-yield investments, they improved margins by 8% in a year.


Leadership Mentorship to Strengthen Your Team

Attracting and retaining top talent is often a significant challenge for smaller agencies. Engaging a Non-Executive Director (Non-Exec) can provide invaluable mentorship to your leadership team, enhancing decision-making processes and fostering a sustainable culture of growth.

With this guidance, founders experience reduced stress as their teams become better equipped to manage day-to-day operations, allowing leaders to focus on long-term strategy and business development.


Real-Life Impact:

A creative director facing persistent challenges with time management worked closely with their Non-Exec to develop skills in delegation and prioritization. Within six months, the agency's operations became significantly more efficient, enabling the director to dedicate more time to client relationships and high-impact projects.


Navigating Market Changes with Confidence

Adaptability is critical in the fast-moving marketing world. From shifting trends to new technologies, a Non-Exec’s experience can help you craft proactive strategies to stay ahead.


Scenario:

During a downturn, an agency’s usual revenue streams dried up. Their Non-Exec guided them to pivot to short-term campaigns, meeting immediate client needs and retaining business.


Should You Appoint a Non-Exec?

If you’re looking to break growth ceilings, boost profitability, or plan for a high-value exit, a Non-Exec could be the key. Their outside perspective complements your team’s expertise, helping you solve challenges and unlock opportunities.

From strategy to financial discipline to leadership mentoring, a Non-Exec has the tools to take your agency to the next level.


Take Action

Ready to explore how a Non-Exec can help? Start by identifying the areas where you feel most stretched. Then search through our extensive panel of NXDs with the expertise and network aligned to your goals. 


Their input could be the step that turns stagnation into success.

Get Started Now
]]>Tue, 22 Jul 2025 14:27:09 +0000<![CDATA[10 Award writing tips from a judge]]>https://www.agencynxd.com/blogs/post/10-award-writing-tips-from-a-judgeEntering credible industry awards is a superb way of raising awareness of your agency, showcasing your amazing team, and celebrating with your clients ]]>
Entering credible industry awards is a superb way of raising awareness of your agency, showcasing your amazing team, and celebrating with your clients. There are even a number of agencies that quote it as their most valuable source of inbound leads.

I’ve been on judging panels for awards for over a decade now  - Why? That’s for another post.

With that in mind, here are a few tips I want to share from reviewing hundreds of entries.


  1. Make sure the objectives are measurable. SMART objectives or OKRs are great.

  2. …and avoid using too many percentages. An apparently impressive 1,000% uplift could represent a less inspiring increase from 1 to 11.

  3. Make sure Objectives match Results. It's amazing/disappointing how often this doesn’t happen. For example, if your campaign’s objective was “to drive 1,000 more customers”, don’t put your result as “increasing prompted awareness by 15%.”

  4. Embolden key stats to make them stand out for skim reading judges. We have lots of entries to review and it’s in the entrants best interest to highlight the most important facts in the entry.

  5. No fluff. Tight editing is important. Often awards will have word limits, but that doesn’t mean you have to pad them out with unnecessary words. Time to re-read Strunk & White.

  6. Client Testimonials - an agency is obviously going to say good things about its work, but you’ll get higher scores for including a client endorsement/testimonial. I know how hard they can be to obtain.

  7. Don’t be a one trick pony ... .unless it’s an amazing trick. It often takes more than one trick/technique to secure a winning entry.

  8. Complete all sections of the entry form. I know this sounds obvious but I come across lots of entries where a section has been left blank.

  9. If you’re asked for examples (plural) of work, then include more than one example.

  10. Include supporting documentation for the more conscientious judges, but don’t rely on it.

Hopefully, this will help you complete your next batch of award entries and secure the recognition you deserve.



Photo Credit: Don’t Panic events.

Get Started Now
]]>Fri, 11 Oct 2024 15:45:53 +0000<![CDATA[Ask our non-execs: Sri Sharma]]>https://www.agencynxd.com/blogs/post/ask-our-non-execs-sri-sharma1AgencyNXD has launched a feature where we ask our talented team of non-execs a few brief questions about how they got to where they are and what they believe they can offer our growing pool of ambitious agencies. The latest in this series is Sri Sharma.]]>
AgencyNXD has launched a feature where we ask our talented team of non-execs a few brief questions about how they got to where they are and what they believe they can offer our growing pool of ambitious agencies. 

The latest in this series is Sri Sharma. Sri began his working life as a consultant before believing he could do as well if not better. Two start-ups and two subsequent sales later, he's achieved a lot but he remains an enthusiast  and is keen to work with our growing roster of agency bosses and owners as best as he can. Read more and connect if you feel he might be able to help you. 
You began your (work) journey as a consultant with Accenture. Are there any stand-out learnings you picked up there for your subsequent journeys as an entrepreneur/agency founder

Yes! I think starting my career in management consulting was a fantastic training ground for me. I was consulting to communications and technology companies in the UK, US, France and the Netherlands. I learned how different very successful businesses operate, how to work in a super fast changing environments and how to consult effectively to businesses. 

​Leaving and starting my own first agency, these were super valuable skills.

What prompted you to make the switch from consultancy to launching your own agency

I decided that I couldn't see myself as a partner long term in a large corporate. I decided to go back and study in a field I am passionate about: climate and energy. I was accepted to study Energy Policy at Oxford. Along the way, I had a side hustle as one of the first users of Google Adwords in the UK. 

I dropped my intention to study and instead moved to entrepreneurship!

Running a business can be lonely. How did you reach out for advice when you felt it could be useful

Boy can it be lonely, especially as a sole founder. 

​I looked for guidance from my family and consultants. They were all useful. When I eventually took on a non-exec director, the benefit was having someone who had actually been on my journey and reached the goal I was shooting for. That meant the advice was more valuable. 

Also I felt like I had someone who had my back more than a quick one off chat.  I definitely think getting different perspectives is always helpful but having someone who has done what I was doing and had been successful was hugely valuable.

Did you always plan to sell/exit your agency/ies and why private equity exits rather than trade sales

At the start of my first business, I didn't have a clear goal except to build a business and a successful one! 

​During my first business, I wanted to see what other professional adventures I could embark on, so when opportunities came to me to sell, I explored them. 

In my second business, we were clear that exit was the plan and private equity was a clear target. I've been lucky enough to have two crazy rides and build both a tech enabled agency and a SaaS business, growing to 100 people, winning fast growth awards like The Sunday Times TechTrack (#16) and Deloitte Fast 50. And both times exiting to billion dollar private equity buyers. 

Building, managing and ultimately exiting an agency requires several different skill-sets. What advice can you share with ambitious marcomms/digital bosses who also seek to grow and sell their businesses

Be clear on your direction, keep innovating, get good at selling, invest in a winning team, take advice, enjoy the journey! 

All of this requires revision and course correction. 

I'd love to help ambitious Founders, CEOs and leadership teams win in this great adventure!


]]>Tue, 27 Aug 2024 16:09:29 +0000<![CDATA[Managing your time when leading an agency]]>https://www.agencynxd.com/blogs/post/managing-your-time-when-leading-an-agencyHere's a quick look at one of our most popular templates - the Time Management Gap Analysis]]>

While the Agency Scorecard helps your business performance across a variety of commercial criteria, it’s also important to consider how your role as a leader might develop.

Today, we’re going to have a quick look at one of our most popular templates -  the Time Management Gap Analysis (note: you’ll need to be registered with AgencyNXD to access this) - and see how it can help you become a better leader.

Time Management Gap Analysis

Completing the analysis is fairly straightforward, and I’ll break it down into 3 steps:


  1. Current reality - Thinking about a typical month, what percentage of your time is spent on the areas in the first column, making sure the total adds up to 100%. As a guide 10% of your time would be around a half a day a week. 

  2. Desired reality - In the next column, put the percentages you’d like to be spending in these areas. Typically you’d want to dedicate the majority of your time to Sales & Marketing, People Development, and Client Management, but it really depends on your strengths and the type of Leader you’d like to be. I’ve worked with excellent sales-focussed MDs who like to leave people management to somebody else. Equally I’ve seen great operators who prefer to leave Sales to the experts.

  3. Take Action - The third column shows you the “gap” between your “current” and “desired” reality, with small changes highlighted in amber and big changes highlighted in red - if it’s green that that activity is perfectly matched. Now it’s a case of thinking of the actions you’ll need to take to become that “desired” leader. Obviously, one of our 50+ NXDs can help you with this part, but I’ve also included some examples in the screengrab above.


As with everything, it’s about implementing those decisions over a period of time, and checking on progress every quarter.


Get Started Now
]]>Mon, 12 Aug 2024 14:19:41 +0000<![CDATA[6 reasons to engage a Non Exec for your agency]]>https://www.agencynxd.com/blogs/post/6-reasons-to-engage-a-non-exec-for-your-agencyWhat are the key reasons agency founders are working with us?]]>
Some of our experienced NXDs

AgencyNXD originally launched to help the leaders of agencies find support through a panel of experienced Non Execs who’ve already “been there and done it.” So what are the key reasons agency founders are working with us?


  1. Expanding overseas


For many agencies there comes a point where it’s time to look outside of your home market, whether that’s Europe , the US, or even as far as Australia. Our panel includes Non Execs who have opened office and acquired agencies in Germany, Russia, China, Australia and the US. Our panel can provide advice on how to set-up in those territories, coping with the time differences and avoiding cultural pitfalls.


  1. Developing your strategy


Before an agency decides to expand overseas, they need to have a clear strategy for growth and our Agency scorecard can help prioritise the different elements of your strategy. From attracting and retaining talent, through to evolving your commercial model.


An experienced Non Exec can help you deploy tools like OKRs, EOS or simply Managing by Objectives to turn a strategy into execution.


  1. A sounding board


For single owner agencies, we’ve found that Non Execs are the perfect sounding board for challenges and frustrations. Who better to empathise about the loss of a key client or a challenging employee than someone who has survived many of those same experiences.


  1. Entering a new market


Being a specialist in a specific sector or product can be a great strategy, but occasionally you’ll need to expand your offering or break into industries to continue to grow. An NXD with experience and connections in that space will help you hit the ground running.


  1. Preparing for sale


You’re ready to seek a buyer, or you’ve been approached by a prospective acquirer. 


Now what? 


Talking to a Non Exec whose been through that process, at least once, can help guide you through the different stages of a sales process. From preparing the sales literature to appointing legal support and what valuations to expect. 


  1. YDKWYDK


The best way to engage with a Non Exec or advisor is with an open mind because you don’t know what you don’t know. An experienced NXD can help you navigate blind spots and avoid costly errors, such as hiring mistakes or commercial errors.


So, are you ready to connect with one of our NXDs? 

Get Started Now
]]>Thu, 08 Aug 2024 13:50:40 +0000<![CDATA[Spinning Out a Product from an Agency]]>https://www.agencynxd.com/blogs/post/spinning-out-a-product-from-an-agency1In this post, we delve into the experiences of three industry experts who have successfully navigated this path.]]>

Spinning out a product from an agency can be a thrilling yet complex journey so we decided to hold a webinar on the topic. In this post, we delve into the experiences of three industry experts who have successfully navigated this path. We'll explore the challenges, opportunities, and key learnings from their journeys.

You can watch the full webinar here

The Decision to Spin Out

The decision to spin out a product from an agency is often driven by a combination of factors. For Mark Camp and Martin Meadows, the catalyst was a desire to protect the core agency business while pursuing a promising new venture. Mark Kuhillow, on the other hand, was motivated by a desire to focus on the product and its potential for global scale.

Overcoming Challenges

  • Team Dynamics: Building a product-focused team within an agency culture can be challenging. Clear communication and defining roles are essential for success.

  • IP and Ownership: Establishing clear IP ownership and managing client relationships is crucial. Open and honest communication with clients is key to maintaining trust.

  • Funding: Securing funding for a product spin-out can be difficult. Bootstrapping, as in the case of Mark Kuhillow, or finding strategic investors can be viable options.

  • Cap Table Management: Careful consideration of the company's cap table is essential for future growth and potential exits.

Key Learnings

  • Timing is Everything: Deciding when to spin out a product is critical. Doing it too early can hinder growth, while waiting too long can create complexities.

  • Culture Shift: Transitioning from an agency mindset to a product-focused one requires significant cultural change.

  • Transparency is Key: Open communication with employees, clients, and investors is essential for building trust and managing expectations.

  • Focus on the Product: Prioritizing product development and customer satisfaction is crucial for long-term success.

Conclusion

Spinning out a product from an agency can be a rewarding venture. By carefully considering the challenges and following the insights shared by our experts, you can increase your chances of success.

Get Started Now
]]>Mon, 22 Jul 2024 11:23:00 +0000<![CDATA[AgencyNXD to speak at Prolific North's Growth to Gold event]]>https://www.agencynxd.com/blogs/post/agencynxd-to-speak-at-prolific-north-s-growth-to-gold-event

On the 29th of February we'll be part of Prolific North's agency growth event - "From Growth to Gold" - where our co-founder will be quizzing a variety of successful agency founders on their journeys.


The event will include talks on topics like angel investing, employee ownership trusts, mergers and acquisitions. There will be panel discussions with leaders from agencies including  Journey Further, Rise at Seven, Tangerine and Stein IAS. The event is aimed at marketing agency owners and directors and will help provide insights on commercial models, inspiration for growth.


Sign-up here and we'll see you there!

Get Started Now
]]>Mon, 29 Jan 2024 15:48:41 +0000