John Suder and Bart Mroz of Agency Focus discuss why flat or slow-growing agencies often misdiagnose their problem as “needing more clients,” then outline Bart’s framework of three leaky revenue buckets: new money (net new logos), current money (growing existing accounts), and old money (re-engaging past clients and contacts).
They argue that most agencies focus only on new money, even though relationship-based selling takes months, while current money requires proactive account growth through weekly client conversations, research, and solutioning rather than order-taking.
For old money, they emphasize genuine, contextual outreach based on research and personal relationship details, avoiding generic “touch base” messages and logo swag.
They attribute plateaus to founders wearing too many hats, complacency, and overreliance on referrals, and recommend starting with current money, then old money, then new money, with playbooks for each driven by research, care, and consistent outreach.
