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.

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.

2. 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.

3. 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.

4. 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.

5. 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. 

6. 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?