Anthony Sarandrea is the founder of Siteflood, a high-revenue agency offering website design, search engine optimization, paid social, paid search management, and analytics and tracking to select clients. Siteflood’s primary focus is on paid media, fast results, and a trackable ROI.
Originally, a boutique agency with select clients paying a monthly retainer, Siteflood has added a “partnership model,” where Siteflood’s income from a client is tied directly the number of leads it generates or the client’s sales numbers. As these clients grow, the agency’s incentivization grows. This model has enabled Siteflood to scale quickly without needing to add huge numbers of staff or hundreds of clients. The agency garners a daily gross revenue in the six figures – with a staff of around 30 people.
Does incentivization always work?
Anthony relates the story where one of two client companies, with identical, copy-pasted Google AdWords, made $3 for every $1 net margin spend and the other company claimed they had not “made a dollar of revenue” in 4 months. The difference in results had nothing to do with the generated lead flow. It came from differences in the companies’ internal sales processes, products, and how each company closed deals. Anthony emphasizes that incentivization only works when you are “aligned with the right people.”
In this interview, Anthony recommends finding clients that work . . . and then finding more of the same kind of clients. He describes the process Siteflood uses to select “the right clients”:
- Does the company measure up on an in-depth “vetting process” of its processes, culture, and growth-readiness? Does this relationship look like it will be successful?
- Is the company at an inflection point where it is large enough to quickly scale to putting six figures a month into marketing and small enough that it can be coached to improve its internal, customer relationship, and sales processes?
- Does the company have the infrastructure to support a ten-fold increase in sales?
At the beginning, Anthony did it all. He explains how growing his company was an iterative process of replacing himself. He recommends a book, The E-Myth, Why Most Businesses Don’t Work and What to Do About It, available on Amazon at: https://www.amazon.com/Myth-Most-Businesses-Dont-About/dp/0887303625. The book discusses the growth journey in terms of learning new skill sets. Anthony feels the key to sustainable long term growth is to invest in his people – to serve as a facilitator and cheerleader, to provide the right tools and training, to continuously invest in his employees’ wellbeing, and to set them up for success.
Growth also requires hiring . . . the right people for the right reasons:
- Hire quickly to replace yourself in jobs you don’t like to do.
- For fast results, hire people who can do things better than you can. If you cannot afford someone full time, hire part time. Anthony recommends a site called Clarity.fm https://clarity.fm/ where experts are paid by the minute.
- Hire for jobs at which you excel, but expect that the person replacing you will only be 70% as good at it as you are. Here, Anthony explains his training process. He says a company owner absolutely has to replace him- or herself if the company is to grow.
Anthony’s interview is rich with ideas. His favorite way to be contacted is through Instagram at: @anthonysarandrea. Or google his name and reach out to him on one of his sites. He loves answering questions.