Building a Marketing Agency – Bob Ruffolo


We grew IMPACT from a small web design firm to a 70-person marketing agency with $10 million in annual revenue. IMPACT has been recognized by HubSpot and DigitalMarketer as “Agency of the Year,” and as a great place to work by Inc. and Comparably.


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Your agency starts with your people

We grew IMPACT from a small web design firm to a 70-person marketing agency with $10 million in annual revenue. IMPACT has been recognized by HubSpot and DigitalMarketer as “Agency of the Year,” and as a great place to work by Inc. and Comparably. The secrets to our success have been finding and developing the right people, defining our purpose, relentlessly pursuing feedback, and focusing on trust. However, our growth has not always been easy. In this course, we cover the mistakes we’ve made — and how we’ve grown from them, as we position ourselves as digital sales and marketing innovators.

After taking this course, you’ll…

  • Know how to attract and retain great people, starting with the principles and techniques of a great hiring process, knowing how to spot A players with high potential, and how to create an environment in your agency to make them as successful (and fulfilled) as possible.
  • Set your agency up for sustainable growth through the use of visioning, agency strategy, objective tracking, financial management, and ultimately, creating the life you want as a business leader.
  • Attract more, and better, clients through proven marketing, sales, and client service systems that set agencies up for long term growth and success.
  • Grow as a leader by putting a disciplined approach of feedback and professional development into practice.

Here’s what Bob will teach you…

Master the principles that will allow your agency to scale up and provide you, the agency owner, the life you always wanted.

In just 7 sessions, you’ll be able to…

The sessions in this course are first-person, real-life challenges, presented by a leading CEO who had to change and adapt to grow his business. Students will see numerous examples, templates, and specific information that is directly connected to the lessons.

Sharp people learn from others mistakes

Growth is hard. When you start an agency, you’re more or less required to take any business you can get. However, to truly differentiate yourself in your marketplace (and to truly deliver
exceptional work) you have to pare down your purpose and fine-tune your services. This means bringing on the right professionals, building relationships with the right clients, and learning how to say no to “bad fits.”

In many cases, this is only learned by way of mistakes. In other cases, a few mistakes can be costly enough to close a business. This course seeks to help you avoid the missteps that hinder
your growth.

The intended results of this course are steady, smart growth that is purpose- and people-centered, allowing a business to become a trusted, respected industry leader.

This course is essential for you if …

  • Lead a small agency and want to see it grow into an industry leader.
  • Need actionable tips for building a company culture that attracts and retains great talent.
  • Want your sales process to be effective, well-defined, and standardized.

This course is NOT for you if…

  • Already lead a robust agency with millions in annual revenue.
  • Have trouble accepting the hard work necessary for growth.
  • Don’t see the value of frequent feedback from clients, customers, employees, interns, and mentors.

Skills you should have before taking this course

This course is aimed to suit a professional who seeks to grow a marketing agency from its infancy to its financial and cultural maturity. The ideal student likely runs a very small business and had ambitions of growth.

Your full course curriculum


1Building a marketing agency – Introduction

Introduction to building a marketing agency.

Topics Covered:

  • Who is Bob
  • Who this course is made for
  • What takeaways will come from this course

2Agency Strategy

3People and Leadership

4Service Delivery

5Sales and Marketing

6Financials and Metrics

7Wrap Up

Show off your hard-earned skills and strengthen your profile

LinkedIn is easily the largest professional network in the world with more than 600 million users.

But it’s not enough to just have a LinkedIn page, you need a great one—especially if you’re looking for new opportunities.

A 2018 CareerBuilder survey found that 70 percent of employers use social media to screen candidates. Over half of those employers are searching for your profile to see if you have the skills needed for the job.

What’s more? LinkedIn found that people who add credentials to their profile receive 6x more profile views than those who don’t.

This means that you can add your certificates to your profile, share your accomplishments in your feed, and join our alumni network!

Get this course and 50+ others when you sign up for CXL Institute

This course (and all others – full list here) are included with the CXL Institute subscription.

At CXL Institute, you can take online courses on growth, digital marketing, optimization, analytics, persuasion – all in a single subscription.

  • World’s leading practitioners teaching you their best stuff.
  • 50+ online courses on all things data-driven marketing
  • New courses added every single month

Sign up for CXL Institute and get access to

  • 50+ courses (full list here) on all aspects of data-driven marketing (new courses added every month)
  • 4 Minidegrees that give you advanced level skills

Got a team, multiple users? Get our Teams All-Access plan instead.

The CXL Institute guarantee:

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  • You can immediately apply learnings and improve your results.

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