BFJ Digital – 16:1 paid media ROI, 3x pipeline

About BFJ Digital

BFJ Digital is a Queensland-based full-service agency specialising in Martech, digital marketing, web design, analytics & lots more. They help their clients “connect the dots” across everything marketing and deliver incredible ROI whilst at it.

Snapshot of results

Consistently high increase in revenue
3x increase in total pipeline
16:1 ROI from paid media
12:1 ROI from all marketing efforts

BFJ’s key goals for the engagement

Building a high ROI & consistent marketing engine
Updating the org structure to empower long-term scale

How did Wasif Kasim Consulting help?

Gap analysis:

Reviewing the business holistically across all departments.
Creating a focused 6-month growth plan to drive scale.
Identifying key roadblocks to scale & assembling the right team to support.

1:1 founder coaching:

Weekly 1:1s with the founder for big-picture strategy, updates & ad-hoc advice.

Growth acceleration & execution:

Proposing a new organisational structure & KPIs for scale
Improving sales process efficiencies
Launching the right marketing channels to improve lead generation
Optimising current marketing channels
Optimising Hubspot & establishing best practices for client retention.

Accountability sessions:

Weekly catch-ups with the GM & the founder
Weekly task review + holding all parties accountable for action.
Weekly review of key business KPIs + planning future actions accordingly.

Additional ongoing support:

Coaching and guidance for designer, copywriter & other internal specialists
Daily availability via Slack to support everyone in the business as needed
Recruitment assistance end-to-end for various roles.

Summary of key initiatives rolled out:

Hubspot optimisation & strategy

Accelerating outcomes from sales, marketing & retention efforts.
Setting up NPS surveys & client retention dashboards.
Optimising a single source of truth across the business
Setup, training, and in-depth frameworks for leadership, sales, marketing, and retention teams to get the most out of Hubspot

Sales

Optimising sales decks, follow-ups & processes to improve conversion rates.
Budgeting, forecasting, and setting realistic targets
Creation of Hubspot reports, dashboards, and processes to maximise deal conversion rates and revenue growth.
Weekly sales management to review the sales pipeline & action items
Optimising referral partnerships framework & tracking within Hubspot.

Marketing

Shortlisting events to sponsor in 2025.
Google ads optimisation
Meta ads optimisation
Ad copy creation & creative direction.
Landing page design, creation & copywriting
Budgeting, forecasting, and setting realistic targets
Creation of Hubspot reports, dashboards, and processes to maximise lead conversion rates and revenue growth.

Customer Success

Hubspot optimisation to enhance client visibility and overall customer experience
Creation of Hubspot reports, dashboards, and processes to maximise retention rates and revenue growth.

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If you’re looking to scale your agency as well, let’s talk.

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BFJ Digital – 16:1 paid media ROI, 3x pipeline

About BFJ Digital BFJ Digital is a Queensland-based full-service agency specialising in Martech, digital marketing, web design, analytics & lots more. They help their clients “connect the dots” across everything marketing and deliver incredible ROI whilst at it. Snapshot of results Consistently high increase in revenue 3x increase in total pipeline 16:1 ROI from paid media 12:1 ROI from all marketing efforts BFJ's key goals for the engagement Building a high ROI & consistent marketing engine Updating the org structure to empower long-term scale How did Wasif Kasim Consulting help? Gap analysis: Reviewing the business holistically across all departments. Creating a focused 6-month growth plan to drive scale. Identifying key roadblocks to scale & assembling the right team to support. 1:1 founder coaching: Weekly 1:1s with the founder for big-picture strategy, updates & ad-hoc advice. Growth acceleration & execution: Proposing a new organisational structure & KPIs for scale Improving sales process efficiencies Launching the right marketing channels to improve lead generation Optimising current marketing channels Optimising Hubspot & establishing best practices for client retention. Accountability sessions: Weekly catch-ups with the GM & the founder Weekly task review + holding all parties accountable for action. Weekly review of key business KPIs + planning future actions accordingly. Additional ongoing support: Coaching and guidance for designer, copywriter & other internal specialists Daily availability via Slack to support everyone in the business as needed Recruitment assistance end-to-end for various roles. Summary of key initiatives rolled out: Hubspot optimisation & strategy Accelerating outcomes from sales, marketing & retention efforts. Setting up NPS surveys & client retention dashboards. Optimising a single source of truth across the business Setup, training, and in-depth frameworks for leadership, sales, marketing, and retention teams to get the most out of Hubspot Sales Optimising sales decks, follow-ups & processes to improve conversion rates. Budgeting, forecasting, and setting realistic targets Creation of Hubspot reports, dashboards, and processes to maximise deal conversion rates and revenue growth. Weekly sales management to review the sales pipeline & action items Optimising referral partnerships framework & tracking within Hubspot. Marketing Shortlisting events to sponsor in 2025. Google ads optimisation Meta ads optimisation Ad copy creation & creative direction. Landing page design, creation & copywriting Budgeting, forecasting, and setting realistic targets Creation of Hubspot reports, dashboards, and processes to maximise lead conversion rates and revenue growth. Customer Success Hubspot optimisation to enhance client visibility and overall customer experience Creation of Hubspot reports, dashboards, and processes to maximise retention rates and revenue growth. -- If you're looking to scale your agency as well, let’s talk.

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BFJ Digital – 16:1 paid media ROI, 3x pipeline

The Million Dollar Agency Pitch Deck

Most agency pitch decks don’t just underperform - they kill deals before starting. I’ve seen it firsthand. I’ve worked with hundreds of agencies.Reviewed thousands of pitch decks.Managed hundreds of salespeople.And generated over $80 million in sales. The reality? Most pitch decks make the same fatal mistakes - they focus too much on the agency, overwhelm prospects with information, or drop pricing too early. But when done right, an agency pitch deck is your most powerful sales weapon. The agencies that follow this approach?→ Win more deals→ Close bigger contracts→ And do it all without competing on price Here’s the exact formula to build a high-converting agency pitch deck that makes signing up a no-brainer. Quick overview of principles Start with an executive summary Add a one-line takeaway to each slide Create custom decks (not “canned” slides) End each section with the key action points Create a detailed 12-month roadmap of work Use social proof upfront - case studies, testimonials Tailor it to address client-specific goals & challenges Link everything in the deck back to the initial discovery call The 80-20 rule: 80% about the client, 20% about the agency Make it easy to understand without anyone presenting it to them 1. Start With an Executive Summary Most digital agency pitch decks start with a long introduction about the company. Big mistake. Your prospect isn’t interested in your agency’s history (yet). They want to know one thing - "Does this agency understand my business?" And that understanding starts way before the pitch deck is even created - during the discovery call. A strong discovery call significantly increases your chances of winning the deal. Yet, most salespeople rush through it, failing to ask enough deep questions. This call is not just about gathering basic information. It’s your chance to:→ Ask the right questions to uncover the client’s key goals, challenges, and pain points→ Listen deeply to understand their business at a strategic level→ Share just enough insights and ideas to gain their trust and establish credibility Many salespeople treat the discovery call like an "order-taking" session - writing down what the prospect says and then pitching a solution. That’s the wrong approach. A great discovery call is conversational. You’re guiding the discussion, challenging assumptions, and offering value. Then, you take everything you learned and use it to build a custom pitch deck that directly speaks to the client’s needs. A simple format that works for the executive summary: → Challenges: What are the client’s biggest pain points?→ Goals: What specific outcomes do they want to achieve?→ Solution: How will your agency help them get there? Forget long paragraphs. Keep it punchy and visual. When your prospect sees their exact challenges and goals reflected on screen, they immediately feel understood. And that’s when they start paying attention. Want to improve your discovery calls? Read this Discovery Call Playbook for a complete guide. 2. Establish Trust Early With Social Proof Before a client commits, they need to know one thing - "Can I trust these guys?" That’s why social proof should come before anything else. Over the years, I’ve worked with thousands of salespeople and reviewed just as many agency pitch decks. The best always do one thing - show credibility upfront. Instead of burying testimonials and case studies at the end, move them to the top. What works best: → A slide with logos of past and current clients→ One or two industry-specific case studies with clear, hard-hitting numbers→ A dedicated testimonial slide featuring short, punchy client quotes Clients need proof that you’ve delivered results before they consider signing up. Most advertising agency pitch decks miss this step. The ones that get it right? Deal velocity & conversions rates go through the roof. 3. Deliver a High-Value Audit Most agencies pitch by listing their services. A smarter approach? Give value, don’t sell. Include an in-depth audit of the client’s current marketing performance to demonstrate expertise and highlight opportunities for improvement. A winning audit should cover (depending in your agency’s focus areas): → Website & Conversion Rate Optimization (UX issues, site speed, missing CTAs)→ Channel tear down (what’s working well, key gaps, landing page review, CRO, etc) → Low-hanging fruit for quick wins across all channels → Competitor Analysis (how their digital strategy stacks up against top competitors) → Key summary slide per channel & easy to implement quick wins. That’s a lot of stuff. Often about 100+ pages worth of value. The problem? It’s overwhelming for the client. So - Ensure you include a one-line key takeaway per client. You’re covering a LOT of content. Make it easy to digest. Bad example: "Your backlink profile needs work."Good example: "Your backlink profile dropped 30% in the last six months, reducing organic traffic by 25%." This positions your agency as a trusted consultant, not just another vendor. 4. Frame Pricing Around Value and Map Out a Clear Scope of Work This is where most agency pitch decks fail. Most agencies throw out a price and severely undersell the work involved. When a client sees "$5,000 per month" without context, they start comparing it to other agencies, freelancers, or even in-house hires. But when they see a detailed, month-by-month roadmap, they realise how much goes into driving results. Here’s how to do it right: → If you want a client to stick around for six months, outline a six-month roadmap with detailed deliverables for each month.→ If you want them to commit to 12 months, show a 12-month roadmap with detailed deliverables for each month. Most clients don’t fully understand the services you're pitching. A step-by-step breakdown shows them that success doesn’t happen overnight - it’s a structured process. Pack as much info in each month as possible. Your team's doing a lot of work - do them justice by adding it all here. Another common mistake - Focusing on hourly rates. The second you charge per hour, you’re competing with budget agencies and freelancers. There will always be someone cheaper. Instead, sell outcomes. For example: "From our experience, clients in this space who invest $10K per month typically see $500K in additional revenue within 12 months." A better way to present pricing: "Small" Package - $X per month, estimated impact: $500K revenue in 24 months "Medium" Package - $Y per month, estimated impact: $1M revenue in 18 months "Large" Package - $Z per month, estimated impact: $2M revenue in 12 months Once you make this shift from price to outcomes, it’s a absolute game changer. I'm not saying it's easy - as it does go against the grain of agency life. But when you get there, it's well worth it. 5. Ask the Right Questions to Move the Deal Forward Salespeople forget this step all the time. They’re so focused on pitching that they don’t ask the right questions to understand how ready the client is to sign. They pitch & walk away assuming the client will close. And then either radio silence or the deal consistently gets delayed. A nightmare for your revenue forecasting. Instead - Your pitch deck should include a slide with key questions to get the right feedback & better qualify the level of intent from prospects. → What are some areas that resonated the most?→ What areas would you like to see more insights around?→ How does what you saw today stack up against other options you’re looking at?→ What does the decision-making process look like from here?→ Anyone else that needs to be involved in the approval process?→ If there were a couple of areas you needed more confidence around to make a decision, what would these be? These questions do two things: Help the salesperson understand where the client stands Surface any hidden objections that need to be addressed Once these questions are answered, the next step is simple - a clear timeline slide. Strategy Review - Today Client Feedback - within 24 hours Service Agreement - within 48 hours Kick-off - insert preferred date This keeps the momentum going. Moves the RIGHT deals forward And avoid inflated forecasts 6. Final Thoughts Most agency pitch decks fail because they focus on the wrong things. They talk too much about the agency. They overwhelm prospects with too much information. And they introduce pricing before building enough value. Here’s how to get it right: → Start with a strong discovery call and use those insights to tailor your pitch deck.→ Lead with trust by showcasing social proof, case studies, and client wins.→ Provide real value upfront with a high-impact audit instead of just listing services.→ Frame pricing around ROI and present a clear roadmap to eliminate price objections.→ Ask the right questions to surface objections and guide the next steps. If you do this, your agency pitch deck won’t just inform - it will convert. And the agencies that follow this strategy? They win more deals, sign bigger contracts, and close faster --- Got questions on agency pitch decks, or anything else? Say hello and we’ll lock in a time to chat through Cheers, Was

How to Build a Scalable Sales Team for Your Agency

Most agency founders make the same mistake when hiring their first salesperson: they expect magic. They assume one hire will instantly fill their pipeline and close deals like a pro. But when that doesn’t happen, they think: "Salespeople just don’t work for agencies." "No one can sell like I do." "I’ll just handle sales myself." Sound familiar? That’s why so many agencies stay stuck in founder-led sales. The key to growth isn’t hiring a salesperson and hoping for the best. It’s building a sales system that scales. Let’s dive into the step-by-step roadmap to building a predictable, scalable sales machine with a strong sales team structure. Step 1: Your First Hire – A Senior BDM (The Founder’s Sales Clone) The founder can’t run sales forever. But before stepping back completely, you need the right first hire to fit into your agency’s sales team structure. Common Hiring Mistakes: Hiring someone too junior – they take too long to ramp up. Hiring someone too senior – they resist learning your sales process. The Ideal First Hire: A Senior BDM with 2-3 years of experience who is: Adaptable (can learn and apply your agency’s sales approach). Competent (can close deals within six months). Results-driven (compensation is tied to performance). The Goal: → Get them to 70% of the founder’s effectiveness within 6-12 months. At this stage, the founder still helps close big deals but isn’t managing every conversation. Sales teams with structured onboarding programs see a 50% increase in quota attainment (source). Step 2: The Second Hire – Another BDM (Never Rely on One Closer) Most agencies make one of the biggest mistakes here: stopping at one BDM. Then, when that BDM leaves, sales dry up overnight. The Rule: Never rely on just one closer. Your second hire should be another BDM to create redundancy in your sales team structure. BDM #1 helps train BDM #2 (but the founder still oversees mentorship). BDM #2 follows the same onboarding process. Both BDMs should be self-sufficient within 6-12 months. Now, if one BDM leaves, sales continue. Step 3: The Third Hire – SDR (Fueling the Pipeline) BDMs should not waste time chasing unqualified leads. They should be: Closing deals. Running high-value conversations. Moving prospects through the pipeline. That’s where an SDR comes in. A Sales Development Representative (SDR) should be your third hire. Their job: Qualify inbound leads and book meetings. Source outbound leads. Fill the BDMs’ calendars with quality prospects. Companies that use SDRs see 67% higher revenue growth (source). The Long-Term Play: → Your SDRs should eventually become BDMs. Once an SDR proves they can generate meetings and leads, promote them to BDM and hire another SDR underneath them. This ensures a constant pipeline of new closers within your sales team structure. Step 4: The Fourth Hire – Sales Manager (Scaling the Machine) Once your agency has: → Two BDMs closing deals. → An SDR fueling the pipeline. The next step? Scaling without breaking your sales team structure. Enter: The Sales Manager. Most agencies mess this up by expecting the Sales Manager to also sell. Wrong. A Sales Manager doesn’t sell. Instead, they: Coach and train the sales team. Review sales calls and refine strategies. Optimize conversion rates and win bigger deals. Sales teams with regular coaching from managers perform 26% better (source). This hire removes the founder from sales completely. The only time they get involved? Key enterprise deals. Who Should Be Your Sales Manager? Promote a high-performing BDM (if they have leadership skills). Hire externally (if you need fresh expertise). Step 5: Scaling Beyond the Core Sales Team Once your core team is in place (BDMs, SDRs, Sales Manager), it’s time to scale strategically. Partnerships SDR (Expanding Revenue Streams) Focuses purely on referral partnerships. Books meetings for the founder or BDMs to build strategic alliances. For agencies that rely on partnerships, this role is a revenue unlock. Team Leads for BDM & SDR Teams As your team grows, BDMs and SDRs need structure. Team leads oversee quality, training, and performance. They function similarly to a Sales Manager but stay hands-on. A well-defined sales team structure ensures that as the business scales, your sales operation remains efficient and organized. The Proven Blueprint for Scaling Sales Most agencies scale the hard way. They either stay stuck in founder-led sales or hire without a plan. Here’s the blueprint for a sales system that runs itself: → Step 1: Hire a Senior BDM to replace the founder in sales. → Step 2: Hire a second BDM to avoid dependency on one closer. → Step 3: Bring in an SDR to keep the pipeline full. → Step 4: Hire a Sales Manager to coach, optimize, and scale. → Step 5: Add referral SDRs and team leads as the team expands. If you’re serious about scaling your agency without bottlenecks, you need a sales team structure that operates like a machine. Follow this playbook, and you’ll build a sales engine that runs predictably, profitably, and without relying on you. Got questions on sales team structure, blueprint for scaling sales, or anything else? Say hello and we’ll lock in a time to chat through Cheers, Was