Predictive ROI

Predictive ROI Predictive ROI: Helping Marketing Agencies Sell More of What They Do at a Higher Price.

Predictive ROI is dedicated to giving clients great results with proven methods and strategies that can predict their ROI in a complex digital world.

08/23/2026

The first cornerstone of distinction isn’t creativity — it’s clarity. Not exactly a word that gets a crowd on its feet, but Scott McKain said the extraordinary organizations are the ones absolutely clear about where their flag is planted in the ground.

His logic: you can’t differentiate what you can’t define. If I can’t clearly say what sets my agency apart, I can’t communicate that to my own team, and my team definitely can’t communicate it to clients.

Then he started pushing back on one of the most famous lines from “Good to Great,” the one about the people on the bus mattering more than where the bus is going... and I’m still thinking about where he was headed with that one.

Follow for more agency biz dev insights and lessons from the field!

08/22/2026

Scott McKain gave me the simplest example of copycat competition: your competitor down the street opens at 7:30, so now you open at 7:30 too, even though your price is higher. Do that back and forth long enough, and to the customer, you and your competitor start looking exactly the same.

He said the real unintended cost isn’t just losing your edge — it’s that you end up paying more attention to your competitor than your customer. Same mistake, he said, that hurt GM: too worried about Toyota, not worried enough about what people actually wanted to drive.

Then he brought up Bezos, who said his biggest lesson from day one was to stop caring about competitors and just care about customers. Tim Cook said almost the same thing about Microsoft. Neither one sounds arrogant about it. It’s just where they put their attention.

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08/22/2026

I sat down with Scott McKain in San Diego, and he opened with a question I haven’t stopped thinking about: how does your customer actually tell the difference between you and your competition? Because if there’s no real difference, you’re just in a price war.

He quoted the late Jim Rohn: success is something you attract, not something you pursue. And in his experience, the customers you attract instead of chase always spend more and are worth more than the ones you had to hunt down.
So... is being different even enough? (More on that soon.)

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MarketingAgency SalesStrategy BusinessTips

08/14/2026

I remember Gary Vaynerchuk telling me exactly why most companies get social media wrong: they use it to distribute — three words and a link — instead of using it to actually tell a story.

He said that’s where the real opportunity was hiding.

Fast forward to now, and most brands are still doing exactly what he warned against.

Follow for more agency biz dev insights and lessons from the field.

08/14/2026

Gary Vay-Ner-Chuk told me something 12 years ago that I still think about: “I’m not that smart. I just don’t overpay for things that are already established, and I don’t underpay for the opportunity.”

Most agencies are still spending their whole budget defending what used to work, instead of leaning into what’s working right now.

Where’s your budget actually going — the established stuff, or the opportunity?

Follow for more agency biz dev insights and lessons from the field.

08/14/2026

12 years ago I sat down with Gary Vay-Ner-Chuk at VaynerMedia in NYC, and he said something that’s stuck with me ever since: the biggest companies in the world fail because they get comfortable.

Blockbuster knew Netflix was coming. Borders knew Amazon was coming. They just didn’t want to hear it.

I think about this constantly when I’m talking with agency owners who are doing well right now. Don’t let “doing well” turn into “too comfortable to change.”

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Onward with gusto!

08/06/2026

Why Most Agencies Go Broke Chasing New Business

In 1849, 300,000 people rushed into California chasing gold. Most wandered from riverbed to riverbed with no plan — and most went broke, not from lack of effort, but from lack of direction.

Then came prospectors who used science, geology, and data to read the river and find where the gold actually collected.
Most agencies still biz dev like the first group: panning randomly for the next shiny prospect, then feeling the desperation when it doesn’t pan out.

The fix isn’t more effort — it’s following the data to the latent demand already sitting inside your agency’s ecosystem.

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08/06/2026

86% of Your Buyers Are Hiding From You

86% of B2B decision-makers stay hidden — laying in the weeds until something earns their
attention.

They don’t want validation. They want fresh perspectives and ideas that challenge their assumptions, bold and provocative, never offensive. That’s what earns the reply.

Your Conversation Spark(tm) email has one job: create entry, curiosity, and desire. Not by pitching — by making them think differently about a problem they thought they’d already solved.

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08/06/2026

Why Naming Your Solution Is Killing Your Cold Emails

Naming your solution in a cold email is why it gets ignored.
The typical lead-gen email pitches the fix in the first two sentences — and that’s exactly what makes
you easy to say no to. The moment a prospect thinks “we’re good there,” the door closes.

The Conversation Spark withholds the solution on purpose. It’s built to create curiosity and
desire, not to answer the question before they even ask it. You’re not selling the fix — you’re earning
the brief.

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08/06/2026

You’re sitting on $1 million and don’t even know it.

Warm leads. Lost leads. Past clients. The proposal that got ghosted. The trade show conversation that never went anywhere. Most agencies write these off as dead ends — we call it latent demand, and it’s the fastest revenue you’re not touching.
Run the Map the Opportunities (MTO) process and start with one thing: build the list. That list becomes your Conversation Spark email list, and it’s the lowest-hanging fruit in your entire pipeline.
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