Overview
In this second episode of a special series on her new book “Unchained,” Sara Nay returns to the Duct Tape Marketing Podcast to join John Jantsch in breaking down the shift from traditional agency dependency to a practical, strategy-first, AI-enabled in-house marketing model. Sara explains why the agency model is breaking down for both clients and agencies, the hidden costs of outsourcing without ownership, and why small businesses need to reclaim control of their marketing assets. Learn what it means to become an orchestrator (not just a doer), why asset ownership matters, and how AI is empowering teams for smarter, leaner growth.
About the Guest
Sara Nay is CEO of Duct Tape Marketing and author of “Unchained: Breaking Free from Broken Marketing Models.” With 15+ years in the field, Sara’s mission is to help small businesses and agency leaders break free from outdated marketing dependencies and build assets, teams, and systems that drive sustainable, long-term growth.
Actionable Insights
- The traditional agency model is burning out: agencies are treated as “vendors/doers” and clients lose control over their own marketing.
- Outsourcing execution without understanding the strategy or owning the accounts leads to lost control, dependency, and costly vendor lock-in.
- Businesses should always own their digital accounts, ad assets, and AI systems, ensuring marketing investments build long-term value.
- Simplify marketing by narrowing focus to the channels that matter most—driven by a clear strategy and understanding of your target market.
- The role of the fractional CMO is evolving: today’s leaders must deliver strategy, execution, and build AI-enabled systems that are true business assets.
- AI is shifting marketers from “doers” to orchestrators—freeing up time for strategy, creativity, and higher-value thinking.
- Business leaders should future-proof their teams by helping them identify and elevate skills that can’t be replaced by AI.
- Strategy is not just for big companies; it’s the key to simplification, focus, and maximizing ROI for small businesses.
Great Moments (with Timestamps)
- 01:19 – Why the Agency Model is Breaking Down
Sara explains why the traditional agency structure is burning out both agencies and clients. - 03:22 – The Real Costs of Outsourcing Without Ownership
The dangers of not owning your digital marketing assets and accounts. - 06:00 – Simplification Through Strategy
Why “do less, but do it brilliantly” is the new mantra for small business marketing. - 09:51 – From Doer to Orchestrator: AI’s Role in Team Evolution
How AI enables marketers to elevate from task execution to system orchestration and creative thinking. - 12:15 – Can Anyone Become More Strategic?
Sara discusses how leaders can help team members level up—plus her own journey from operator to strategist. - 15:52 – Marketing as an Asset: What Ownership Looks Like
The importance of owning strategy, execution, and digital assets for long-term business value. - 18:59 – The Fractional CMO Plus Model
How the “plus” means not just strategy, but management, execution, and building AI systems inside the business.
Insights
“If you ever want to leave the contractor, you basically are going to have to rebuild everything from scratch in your own account. Asset ownership matters.”
“AI isn’t just about replacing tasks—it’s about elevating your team to focus on strategy, creativity, and empathy.”
“Simplifying marketing isn’t about doing less for the sake of less—it’s about doing the right things brilliantly and with clear purpose.”
“The most important asset in your business is the marketing system you own and understand—not just what an outside vendor controls.”
“Fractional CMO Plus isn’t just part-time leadership; it’s strategy, execution, and building the marketing systems and assets that make your business more valuable.”
Small Business Marketing, Unchained
