Build Success from a Struggling Agency with a Multimillion-Dollar Pivot


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The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Chris Martinez, a dynamic entrepreneur who transformed his struggling startup into a thriving multimillion-dollar agency. Chris Martinez is the CEO and founder of, a business he grew from scratch into a multimillion-dollar success, earning accolades such as the Stevie Award for Minority-Owned Business of the Year and a Silver Medal for Most Innovative Company Under 100 Employees.

He oversees operations in the U.S. and Mexico and hosts the popular podcast Operation Agency Freedom, which focuses on marketing and entrepreneurship. His remarkable journey highlights the power of strategic pivots and the importance of embracing change to achieve business success.

Key Takeaways

Chris Martinez’s journey underscores the importance of strategic pivots, understanding customer needs, leveraging technology, building a strong team, and continuous learning. By pivoting to a specialized niche, he aligned his services with client demands, enhancing efficiency and scalability through technology.

“We see agencies that are really good at lead generation, for example, they can make that phone ring, but if they’re not good at managing the relationship with the customer, they’re going to leave.” According to him; a dedicated team and positive culture were pivotal, alongside staying adaptable and informed in a technologically driven world.

Questions I ask Chris Martinez:

[00:58] Tell us about your journey before Dude agency?

[03:43] Why the Pivot, why do businesses pivot?

[06:57] How much of your business was serving agencies back in, in the outsourcing model?

[07:19] Was the pivot a sudden shift or a gradual one?

[09:21] How does a message to pivot transition as a value proposition?

[10:51] What opportunities have you seen in recent years that create a need for for the services you offer?

[17:01] What are the biggest bottlenecks that you’re solving?

[19:00] What’s the average retention on an agency?

[20:28] How does your process work, do you begin with an audit?

[23:15] Tell us about the event you have coming up




More About Chris Martinez:



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