8 Questions That Will Fix Your Agency's Financial Strategy

Hey there, welcome back to Agency Finance Letters.

You're not stuck because your agency isn't capable. You're stuck because you haven't defined exactly what you're trying to build.

I've spoken with countless agency owners this year, and I've noticed something concerning: almost none can tell me exactly what they need to do to achieve their goals.

The North Star Problem

I see this constantly with agencies:

• Taking on misaligned clients at reduced fees

• Frustrated with staff who don't seem to understand priorities

• Wasting thousands on random initiatives without follow-through

• Constantly changing direction when things get difficult

The root cause isn't bad clients, unmotivated staff, or ineffective marketing. It's the lack of a clear financial strategy tied to specific goals.

8 Questions to Transform Your Agency

When agency owners feel stuck financially, it almost always comes down to missing clarity. Here are the eight questions you need to answer:

1. What revenue number are you aiming for this quarter? 
This is where it starts. Once you have this number, you can work backwards to identify how many clients you need, what your retainer size should be, and how many leads you must generate.

2. How much do you want to take home this quarter? 
If you don't decide this upfront, the money will disappear into raises, shiny new programs, and random investments—leaving nothing for you.

3. Would it be a bigger win to make more money but work more, or make the same money while working less? 
This defines whether you're building a lifestyle business or something you might eventually sell. There's no wrong answer, but your strategy should reflect this choice.

4. What decision have you been putting off for far too long? 
You already know what this is. That difficult conversation, the firing, the sales initiative you've been avoiding, or the outreach program you keep delaying.

5. When is the last time you reviewed your pricing structure? 
Pricing is your biggest lever for profitability. If you haven't updated it as your skills, team size, and costs have evolved, you're swimming upstream.

6. Do you know exactly when to make the next hire and how much you can pay them? 
If you can't answer this with confidence, you either lack clarity on where you're going or don't understand your numbers well enough.

7. Are you clear on what investments you can and should be making? 
Random spending on tools, coaching, or services without a plan is a key indicator that you're not aligned with your goals.

8. What is the one bottleneck that can result in you not achieving your goal? 
For most agencies, it's accountability. Without someone holding you to your commitments, you'll always find easier things to do in the moment.

The Clarity Challenge

These questions will likely raise more questions, which is exactly the point. Before you invest in another program or tool, commit to this challenge:

1. Answer all eight questions with complete honesty

2. Identify the three areas where you have the least clarity

3. Create a specific plan to address each area

Remember: You don't need more information or another coaching program. You need a clear goal with even clearer steps to turn it into reality.

Till next week, 

Joey

PS. I just launched my second YouTube video which is exactly on this topic. You can check that out here for more context on how to use this for your agency: https://youtu.be/uIPsIbZNxc0