Deliverology Episode #11 with Alfie Wenegieme and Dan Archer: The Growth Triangle

The Growth Triangle: Delivery/Ops, Finance and Marketing/Sales
Welcome to another episode of Deliverology! In today’s episode, we are diving into the agency triangle, focusing on the interconnected dynamics between delivery and operations, finance, and marketing.
Joanne Reid is joined by Dan Archer, who leads agency growth marketing consulting at Cactus, and Alfie Wenegieme, a chartered accountant and managing partner at Cactus. Together, they explore how these three core functions drive success in agencies and discuss practical insights to align them for optimal growth.
They touch on how project managers play a pivotal role in bridging the gaps between finance, delivery teams, and marketing. They discuss topics such as the importance of marketing in sustaining agency growth, aligning finance strategies with delivery operations, and managing client relationships effectively.
Key themes include:
Building internal communication processes, understanding commercial impacts, and prioritising tasks to balance profitability and client satisfaction.
Listen now and discover:
The essential role of project managers in maintaining agency alignment.
Practical strategies to connect finance, marketing, and delivery teams.
How agencies can prioritize marketing without compromising on client work.
Insights into building effective client relationships and managing profitability.
Tips for agencies to start the year with aligned goals and robust processes.
Stay tuned for more roundtables and discussions in 2025 as Deliverology continues to bring you actionable insights from industry experts.
Episode Highlights:
[03:00] Alfie highlights how project managers serve as the glue holding different departments together.
[07:13] Dan shares how marketing acts as the engine of agency growth, creating a self-sustaining flywheel effect.
[16:35] Joanne and Dan discuss the challenges agencies face when balancing internal marketing needs with client work.
[24:33] Alfie explains why project managers need a strong understanding of financial principles, including forecasting, profitability, and resource allocation.
[32:31] Dan and Alfie emphasize the value of a regular "marketing ops" meeting to align marketing, finance, and delivery teams.
[39:11] Alfie talks about what financial data is essential for agency teams to understand.
[43:41] Dan and Alfie explore the delicate balance between maintaining client satisfaction and ensuring profitability. Dan underscores the significance of educating teams, particularly client-facing roles, about the agency's value proposition.
[54:38] Joanne and Dan discuss the need to regularly update clients about new service offerings. Alfie stresses the importance of a strong client relationship to facilitate open communication and seamless collaboration on new opportunities.
[58:05] Alfie and Dan share insights on handling difficult client relationships.
[01:06:35] Joanne describes the core characteristics of a successful project manager, including being detail-oriented, adaptable, and proactive.
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Connect with our Host and Guests:
Host - Joanne Reid [ / joanne-reid-cactus ]
Guests - Alfie Wenegieme [ / alfie-wenegieme ]
Dan Archer - [ / archerdan ]
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This episode was brought to you by: Joanne Reid - Managing Partner at Cactus
cact.us