Category: Profit

One of my key objectives in our six week execution cycle is to relaunch another iteration of a PPC campaign. We’ve been adding people to the team and capacity has exceeded demand. Because of this, capturing more of the market has been critical.

In the background though, one of our clients was acquired and transitioned into a chief marketing role in the purchasing organization. She recently told me that she’s replacing that organization’s agency of record with us. This will more than double the considerable work we were doing for her before.

Now, the focus has shifted to maximizing our team’s productivity.

“That guy is making more money than he ever has,” my dad said.

I was home, on the family farm, visiting my folks and getting caught up the local events. A farmer from a nearby town came up in conversation and I asked how he was doing.

“Oh yeah?” I asked, “What’s different?”

My dad told me that this farmer used to run an operation with twenty to thirty “hired hands” working a large swath of acres. Now, on the verge of retirement, the farmer had collapsed the operation down into just a handful of fields, a select few crops, and one hired man.

He shrunk his team and grew his profit.