Most agency founders eventually hit the same quiet crossroads. 

The work is good, the clients are happy, and you’re far from “struggling.” But the pipeline isn’t behaving the way it used to. 

Deals feel slower. Opportunities feel thinner. You catch yourself refreshing your inbox like the universe owes you an apology.

A few moments usually give it away:
 • You see 𝐫𝐞𝐟𝐞𝐫𝐫𝐚𝐥𝐬 𝐬𝐥𝐨𝐰𝐢𝐧𝐠 𝐝𝐨𝐰𝐧 and know they won’t get you to the next stage
 • You watch 𝐧𝐞𝐰 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫𝐬 𝐩𝐨𝐩 𝐮𝐩 offering everything and blending you into the noise
 • You catch yourself 𝐥𝐨𝐰𝐞𝐫𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐩𝐫𝐢𝐜𝐞 just to keep the deal moving

Those forces hit at the same time. More competition, more noise, and fewer dependable paths to demand. 

If you don’t have a strong, deliberate way to create inbound or outbound interest, you end up relying on whatever comes your way. That’s when the ceiling appears. 

You know you can grow, but the path isn’t obvious anymore.


Most people think the answer is more tactics. 

More content, more channels, more anything. They want a shiny SOP. 

But tactics don’t fix the structural reason a pipeline thins out. 


The real issue is that 𝐲𝐨𝐮𝐫 𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐢𝐬𝐧’𝐭 𝐝𝐨𝐢𝐧𝐠 𝐭𝐡𝐞 𝐡𝐞𝐚𝐯𝐲 𝐥𝐢𝐟𝐭𝐢𝐧𝐠 across the business. 

It’s not creating clarity. It’s not giving your buyer a reason to choose you. It’s not steering your team’s decisions. 

And without that, you stay dependent on luck.


This is where my work fits. And no, it’s not the part where I pretend there’s a magic template that fixes everything. 

I help agency founders rebuild the foundation so their business creates its own demand instead of waiting for it. 

Not by giving them a sexier tagline or a shinier message, but by tightening positioning in a way that touches everything: the audience you pursue, the problem you solve, the solution you deliver, and the systems your team runs without you hovering.


When it clicks, you feel it fast:
 • Your pipeline steadies because people finally understand why you’re the obvious choice 
 • Sales cycles shorten because your offer stops trying to be everything to everyone 
 • The business stops leaning on you for every decision and starts moving forward on its own


The Dynamic Agency OS is a coaching program that helps founders break out of dependency mode and build a business that stands on its own two feet. 

If you’re tired of gambling your growth on referrals and trying to differentiate in a saturated market, reach out. 

There’s a far cleaner way to build the next stage of your agency.

Chris DuBois

Our new site is live! 

I wanted to kick the year off with new branding because, well, I did the previous version myself. 

It worked fine for getting my business going, but it lacked character. It definitely didn't fully reflect me. 

This version is way closer to the mark. 

Huge shoutout to Chris LaFay from Classic City Consulting for the design and Niranjan Reddy's team at hermitcrabs: advanced HubSpot CMS development & design agency for the dev. 

There are still some pages that need to move over to the new design, and I need better pictures of myself, but I'm a fan of shipping. 

Happy Friday!

Helping marketing agencies gain control of their pipeline | Positioning + Marketing Engines for Sub-$1M Shops

To get more clients from LinkedIn, stop trying to find clients on LinkedIn.

Most agencies are using LinkedIn completely wrong.

They treat it like a discovery channel, pushing their offers and wondering why no one is buying.

Listen here, bucko:

LinkedIn is not a discovery channel; it's for trust-building.

People don't come here to find a solution to their problem. They go to Google, Reddit, or ask their peers.

Then, when someone says "you should check out [PERSON or COMPANY]," they check out your LinkedIn profile.

They scroll your feed to see if you know what you’re talking about. They look for value, for insights, for proof that you understand their world.

If you're only focused on selling, you're skipping the most important step.

Think of your go-to-market strategy in three stages:

Discovery: This happens on channels where people are actively searching for solutions.

Trust-Building: This is LinkedIn's job. Your content, comments, and conversations build credibility over time.

Conversion: This is the natural result of the trust you've built.


Stop trying to be discovered here.

Start creating the content people need to see to build trust.


Special note to the dissenters: Yes, people CAN find you on LinkedIn. And, yes, if you run ads or promote posts, you can bypass the algorithm.

I’m saying, based on how people normally use LinkedIn, it’s a trust-building channel where they follow people they know. Not where they go to find solutions.

#agencymarketing #agencyGTM

PS - This concept was thought and delivered by me in a client meeting, then turned into content by Gia.

Link below to check them out.

Definition of insanity:

Doing the same thing & expecting different results.

Don’t go crazy in 2026 hoping your marketing strategy (built on old advice, random hot takes & LinkedIn gurus) will deliver better results this year.

Instead, join me & 11 other speakers (who just started new roles as Speakers at this year’s DemandShift Summit) as we share the new perspectives you need in each of our specific areas of marketing.

You’ll walk away with the playbooks you need for key channels & tactics to make your 2026 marketing strategy deliver better results than last year.

No matter your team size or industry, I guarantee you’ll find a session (or 2) that will shift your thinking & help you build a better strategy for 2026.

Register for the free, 1-day virtual event right here 👉 https://lnkd.in/eSfqrqRM

Most agencies aren't doing enough.

Yeah, sucks up hear, but it's true.

The reason your campaign isn't making progress is that not enough people are seeing it.

I've got a friend publishing on LinkedIn, and I only see half of his content. 

AND I'VE HIT THE NOTIFICATION BELL.


One of my clients had a record-setting December.

That’s right, the quietest month of the year for nearly all B2B sales.

But here are the numbers that got them there:
1417 emails
322 personalized videos
500ish LinkedIn DMs

And that led to 24 sales calls and over $250k in new revenue.

Would everyone like the amount of required outreach to go down? Yes.

But, do we need the data from that outreach to know what to refine? Yes.

Too often, agencies fire off a LinkedIn post or send a handful of DMs, then wonder why nothing is happening.

I’m not a quantity-over-quality guy, but volume gives you data.

And that data informs your decisions.

Do we keep marketing on these channels?
Do we change the messaging?
Do we tweak the offer?

If you want to win in 2026, you need to ramp up your volume (without becoming spam).

And you need to keep selling. Even when delivery is busy. Keep selling.

Because sometimes, when you take your foot off the gas, the accelerator breaks.

#agencies #marketing

PS - Want some resources that could help? Join the Dynamic Agency Community, where we’ve got an ever-growing resource library for our members.

Most agencies are stuck in a weird loop.

You need more clients to grow, but more clients without better systems just means more chaos.

So you're constantly fixing fires instead of building something that actually works.

I'm speaking at the Scale Your Agency Summit (January 20-22, 2026) with about 20 other agency founders who've figured this out.

We're covering the two things that matter if you want to get off the referral treadmill:

Predictable sales: How to fill your calendar with qualified leads without begging for referrals or praying LinkedIn works this month.

Scalable systems: How to build a team and infrastructure that doesn't fall apart every time you take a day off.


I’m presenting on positioning to help you differentiate yourself from other agencies.

I’m partial to the topic.

Link to grab your free ticket is below.

'I always get annoyed when anybody calls me from a marketing agency.'

Exact words from a prospect to one of my clients.

We see so much junk in outreach on LinkedIn that I think everyone is put off by cold messages.

My advice: Don't defend your industry.

The temptation is to get defensive. To launch into your pitch about how you're "different."

DON'T.

That prospect doesn't trust the category of business you're in. You can't win their trust by defending it.

You have to join their side.

Here's the simple shift we worked on:

When you hear "I've had a bad experience..." 
    • Your Instinct: "Well, we're not like them. We do X, Y, and Z..." 
    • The Better Way: "I'm sorry to hear that. I've heard that a lot. Do you mind telling me what happened so I don't make the same mistakes?"

See the difference?

One is a sales pitch. The other is a conversation.

By asking them to share their story, you're not selling. You're listening. You're showing empathy. You're gathering intelligence on what they actually value.

You move from "annoying salesperson" to "potential ally."

And don’t just do it to sneak your pitch in. Do it because you’re learning what your target audience doesn’t like.

That’s sales gold.


Trust isn't built by telling people you're different. It's built by showing them. And it starts by listening.

Your positioning comes down to how people see you. If your outreach makes you sound like everyone, you're not doing it right. 

#agency #outreach

PS - This post was created from an actual client call by Gia AI. 

My thoughts. Gia’s assistance.

Most agencies get their positioning wrong. 

It's not your fault. 

It's that for some reason, people think "positioning" is as simple as changing the messaging on your site. 

"We help X with Y, without Z." 

That formula is great for the messaging component of your positioning, but it's only a piece. 

If your team isn't living out your company values...

If you're not making decisions based on your belief structure... 

If you're not holding a standard for the specific areas your customer cares about...

Then your positioning is wasted. 

Decide how you want to show up in the market and then live out the path that gets people to see you the way you want to be seen. 


If you want me to give you an honest break down your agency's positioning, shoot me a DM. No call required. 

#agency #positioning

PS - If you like the video, hit up Justin Vajko. He's the producer and nailed it.

Here’s a mindset shift that should be helpful for newer agencies. Maybe older ones, too.

You shouldn't be wondering if you can help someone.

You should be wondering if they have the problem you solve.

If you solve a specific problem, you get reps.
↳ The reps help you with pattern matching.
   ↳ The pattern matching helps you solve the problem faster.
      ↳ The faster you solve the problem, the more reps you can get.

When you ask, “Can I help them?” you start looking for any opportunity.

You’re finding any possible thing you can do, and then trying to sell that.

When you ask, “Do they have this problem?” you start looking to see if they have those symptoms.

You go into a first call in true discovery mode, not sales mode.

And when you’ve confirmed they’re actually in need of a solution, you can confidently offer yours.

That’s half the battle in sales. And you’ve won it, just by focusing your skills.

Offer a solution, not a service.

#agencies #problemmarketing

PS - Did you know I have a weekly newsletter where I talk about stuff like this and provide frameworks to get it done? Link is in the comments.

Most vertical SaaS companies at $10M ARR have a problem they can't see.

Ask your product team why deals close. Then ask sales. Then ask marketing.

You'll get three different answers.

Nobody's lying. They just never sat down and forced themselves to agree on what's actually true.

So marketing attracts the wrong leads. Sales rewrites the pitch because the website doesn't work. Product ships features nobody pitches. New hires take 6 months to ramp instead of 6 weeks.

This costs north of £500k per year. Most founders don't realize it until they've already spent it.

I run audits on your recorded sales calls to find where the story breaks. Then we fix it before you invest another £1-2M in growth.

If you're about to scale and your teams are telling different stories — don't hire another VP of Marketing yet. Fix the story first.

Shaun Samonini

5 things that helped me grow to 492 followers on LinkedIn (don't sleep on number 4):



1. I have no idea
2. I'm British
3. I'm winging it
4. I'm a gooroo (I just don't know what for yet)
5. I love cheese... there are so many I haven't tried

Morning :)

I help $8-15M ARR SaaS founders prevent positioning drift by building narrative control systems, not running workshops that create temporary alignment.

You're at £8-10m ARR. Your board asks: "Why did we close those 5 deals last quarter?"

Product says: "Our new feature."
Sales says: "The relationships."
Marketing says: "The content campaign."

Nobody's lying! They each truly believe what they're saying.

But if everyone on your leadership team has a different theory about what's working, you can't confidently scale what you don't understand.

And at $8-15m ARR, it costs north of £500k per year:

Marketing spends £200k on ads targeting one customer profile. Sales qualifies leads based on a completely different profile. Product builds features for a third profile. 

New reps take 5-6 months to ramp because they're learning 3 different versions of your positioning. Product ships features that sales rarely pitches. £250k in engineering time goes toward capabilities that don't influence buying decisions.

And when the board asks, "What should we invest in next?" You're guessing.

You're about to invest £1-2m in growth, but you can't scale what you can't explain.

Founders at $8-15m ARR: What does your leadership team say when the board asks, "What's working?"

I've started open water swimming. For my American friends, that's 46 Fahrenheit. I don't have a picture, but last week, it went down to 3 (37 Fahrenheit).

I'm loving it! Apart from shivering uncontrollably for an hour after. And getting in? Ooowee, it's embarrassing. I stand there, waist submerged, and other people just waltz in like they're getting into a warm bath.

But just before I submerge myself and start hyperventilating, I say to myself, "I can do hard things."

Sometimes, I need to remind myself of that. I can do hard things.

I help $10M ARR B2B SaaS founders align their teams on why deals close through evidence-based positioning.

I turn 40 in three weeks 🫨 

And here I am, starting another business.

If you saw my journey, you'd wonder why I can't sit still (hint: i have ADHD, but it's not just that).

I've been

- a wedding singer (ongoing)
- a gym owner (and nutritionist and sports massage therapist)
- a freelance writer
- a growth marketer
- a content marketing manager

and now... a founder. Some days I wonder if I've made the right choices in life, but when I really dig in, I realise that my choices weren't about what I wanted to do... I only really made one choice over and over again... to take a leap.

That, and, people taking a chance on me. I used to think it was luck. "Oh. I only got that gig because I knew _____." But those people didn't HAVE to take a chance on me. They didn't HAVE to hire me. They didn't HAVE to promote me.

They did those things because I show up, learn quickly, I'm nice to work with, get results, and constantly look to improve.

I'm still learning that showing up is more than half the battle. So I'll keep doing that. And I'll keep learning. And I'll make my new business a success. 

40 is just the beginning.

For me, building in public means admitting that some days, I just don’t know where to put my focus.

This week, my good friend and mentor, Chris DuBois gave me some great advice:

Stop thinking you’ll get clients from LinkedIn.

He didn’t tell me to stop posting, sharing my POV, or talking about how I’m trying to help people, but he told me I need to be where my ICP is.

They’re not searching for solutions on LinkedIn — they come here after they find me elsewhere, to see if I know what I’m talking about and that they can trust me.

It can be overwhelming to start a business when there’s so much conflicting advice on how to do it.

But I think listening to someone I trust who is a few steps ahead of me is a great place to start.

Follow him if you’re trying to grow your agency — you won’t regret it.

taplio

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Shaun Samonini

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taplio

The Battle

Chris DuBois

Shaun Samonini

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Chris DuBois's LinkedIn Performance

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