Building a $30M Agency with the Right KPIs, AI Hacks & Client Moves with Chris Dreyer | Ep #808

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Ever wonder what separates a $1M agency from a $30M agency? It’s not just better SEO or more employees. It’s how you run the business behind the scenes. We sat down with today’s featured guest to dig into what’s powered his insane growth from barely crossing seven figures back when we first met… to now staring down $35–$40 million in pure service revenue. He’s sharing some great advice on the evolution of his role as CEO, his new-found love for podcasting, and all kinds of golden nuggets for agency currently in the “no man’s land”.

Chris Dreyer is the CEO of Rankings.io, a law firm marketing services agency that delivers exceptional results for attorneys without compromising on customer service. He’ll discuss his agency's substantial growth from under a million to over $30 million in revenue, his reliance on data and key performance indicators (KPIs), the transformative role of AI in various aspects of his operations, the importance of in-person client meetings for building relationships, and much more.

If you’re still guessing your numbers or putting off tracking your team’s time — you’ll want to pay attention.

In this episode, we’ll discuss:

• The CEO’s true job.

• Hidden agency growing pains.

• The key to client happiness.

• In-person hustle and outbound sales.

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Sponsors and Resources

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Why Data Became Like a Religion

Back when Chris and I first locked ourselves in a tiny Atlanta room for a workshop, Rankings.io was barely peeking over the $1M mark. He was still deciding who to serve and how. Fast forward about 8-9 years to today, and he says there’s no bigger reason for his success than his top-to-bottom data obsession.

Most agency owners track just enough to feel busy: a few pipeline numbers, maybe close rates if they’re fancy. But Chris tracks everything.

He knows the lifetime value of a client paying $5K a month versus $10K a month. He knows exactly how each account manager’s retention rate impacts revenue. He even scores sales reps like a fantasy football league.

And it’s not just vanity metrics. If an account manager is great at keeping clients but terrible at preserving the original retainer size, they fix it. If time tracking shows poor utilization? They fix it. It’s relentless.

The big unlock for him was getting a real CFO to build this machine — and shifting from QuickBooks to more robust systems like Sage. No more flying blind or hoping for the best. If you don’t know your LTV, churn