Before I introduce our guest experts for today’s episode, I want to zero in on a problem that’s been coming up more and more in conversations with agency leaders. It’s a pain that sounds like this:

“We used to have a strategic seat at our client’s table. They trusted our advice. They valued our expertise. Pricing wasn’t an issue. We felt like a true partner. But somewhere along the way, that shifted — and now we’re stuck reacting instead of leading.”

If that feels a little too familiar, you’re not alone. But — there’s good news.

That strategic seat can be earned back. Going forward, you can build every client relationship around your smarts, not just the deliverables.

In today’s episode, we unpack exactly how to do that.

We start with the numbers, with proving the impact of your work. Lean into — not away from — the metrics that matter most to your clients. When you can clearly show how your work is moving the needle on the KPIs they care about, you make your agency an easy yes.

That’s why I’m so excited to introduce our guests for this episode of Sell With Authority, Mark Godfrey and Steve Evans from Parker Madison.

Mark and Steve didn’t just want to stop being seen as only a branding agency — they built an entire methodology to change that perception. And they didn’t stop at strategy. They built metrics around it.

Their framework is designed to quantify impact in a way that clients can see, feel, and trust — which earns back that coveted strategic seat.

Also joining this conversation is our very own Director of Strategy and resident Mad Scientist, Hannah Roth. As many of you know, Hannah is in the trenches every day helping our clients sell more of what they do and future-proof their agencies.

Get ready — in this episode, Mark, Steve, and Hannah are handing you the playbook. If you apply what you hear in this episode, you’ll have what you need to build a stronger methodology, tie it to measurable outcomes, and clearly communicate your value — earning that strategic seat at the table.

• Why treating “brand” as just a logo or color palette will leave money on the table, and what it takes to change that mindset for good
• How to lean into the chronic pain point chipping away at agency-client relationships
• What makes a true, measurable agency methodology
• How Parker Madison built Lucidify, a system for dissecting and quantifying brand with 108 data points
• The Moneyball approach to agency work
• How to connect perception to performance and translate data into actionable intelligence that right-fit clients want

• Website: https://www.parkermadison.com/
• LinkedIn: https://www.linkedin.com/company/parker-madison-marketing-stdo/
• Steve’s LinkedIn: https://www.linkedin.com/in/partneratparkermadison/
• Mark’s LinkedIn: https://www.linkedin.com/in/parkermadison/

I’m excited to welcome our guest expert to this episode of Sell With Authority, Mark Duval. If this is your first introduction to Mark — he founded The Duval Partnership back in 2007 and brings over 25 years of client-direct biz dev experience to the table. Mark and his team specialize in helping agencies design and implement smart, strategic growth initiatives — from new client acquisition to organic growth and diversification.

When Mark and I first connected, we started talking shop. Biz dev challenges, what’s working, what’s broken, and what agency leaders are wrestling with right now. In that conversation, Mark dropped two letters that stopped me in my tracks.

P. X. — Prospect Experience.

That’s the lens Mark and his team use to help agencies get razor-sharp clarity on their go-to-market strategy, how they’re nurturing leads after that first conversation, and how they’re moving opportunities forward — without it ever feeling like a hard sell.

As Mark unpacked PX, I thought — holy bananas — this is gold!

Once I saw how PX worked I knew we had to share it with our audience on Sell With Authority because — what if your agency could turn your consistently inconsistent biz dev efforts into a repeatable, smooth cadence that actually feels good to your prospect — and still drives results?

If you take and apply what Mark shares in this episode — you’ll be in a stronger position to raise the bar of excellence in your agency’s PX, and that alone can make selling feel less like selling — and more like serving.

• How “PX” or Prospect Experience, can be your agency’s secret weapon for attracting, nurturing, and converting right-fits
• Clarity around the three critical questions every agency must answer
• How to orchestrate each touchpoint so prospects are wowed at every stage
• The difference between service-focused and solution-focused messaging — and why it matters if you want to stand out
• Concrete strategies to ensure your outbound and nurture efforts are consistent, relevant, and measured for results
• How to proactively own your go-to-market approach
• The pitfalls of info@ email addresses and outdated voicemails
• The details that silently kill deals

• Website: https://duvalpartnership.com/
• LinkedIn Personal: https://www.linkedin.com/in/duvalgroup/
• LinkedIn Business: https://www.linkedin.com/in/duvalgroup/
• The Agency News Business Blog: https://info.duvalpartnership.com/blog
• Services: https://duvalpartnership.com/services-for-agency-new-business/

Before we hit record on today’s episode of Sell With Authority, my team and I went deep. We poured over research, we sifted through data, and we asked ourselves a simple question:

What do agency leaders need most right now?

Agency leaders who’ve done the hard work to niche down, to plant your flag, to be known for something — but your content still isn’t converting the way it should — we built this episode for you.

Across the agency landscape, a lot of smart, capable leaders are quietly pulling back. Frozen. Waiting for clarity. Wanting to be bold — but afraid to make the wrong move.

We’ve been there.

But here’s what we also know — because the data backs it up: Agencies that lean in, that make progressive decisions in uncertain times, are the ones that build resilience. Predictability. Trust. And growth — even 10x growth in some cases.

That’s why I’m so excited for you to hear from today’s returning guest expert Sara Hanlon, co-founder of Peer Sales Agency. Sara is sharp, no-nonsense, and has a gift for helping B2B agencies get off the content hamster wheel and start building true momentum.

Her focus? Not selling harder, but showing up smarter.

Also joining is our very own Director of Strategy and Mad Scientist, Hannah Roth. If you know Hannah, you know she’s in the trenches every day with clients — helping them position their expertise, price their value, and build authority that generates demand.

We unpack exactly how to lead with clarity, show up with generosity, and make your content strategy start pulling its weight.

No hype. No guesswork. Just clear, practical insights to help you conquer uncertainty and roar through 2025.

• What it takes to stand out and build trust with authority-driven content
• How to unify sales and marketing to drive consistent biz dev, stronger retention, and more referrals
• The most important meeting cadence and agenda to keep your team accountable and collaborative
• Why you should lean into your prospects’ pain
• The research-backed difference between agencies that freeze and those that double down
• How to align your goals so that you are showing up as a strategic partner — not just a vendor

• Website: http://www.peersalesagency.com/
• LinkedIn Personal: https://www.linkedin.com/in/sarahanlon/
• LinkedIn Business: https://www.linkedin.com/company/peer-sales/
• How to Create a Successful Buyer’s Journey, with Sara Hanlon