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Welcome to the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and especially in and around the SaaS growth models.

Today we continue our Revenue Architecture series and are joined by Kerry Curran, Chief Revenue Officer and founder of RBMA (Revenue-Based Marketing Advisors).
With over 20 years of experience in the digital marketing and agency world, Kerry has made it her mission to transform agencies from a state of referral dependency to one of revenue predictability.
She does this by applying proven B2B SaaS growth principles to the services sector, a space that has traditionally been stuck in a feast-or-famine cycle of client acquisition. We discuss the agency growth paradox, the challenges of applying SaaS frameworks to service-based businesses, and the critical role of a unified revenue architecture.

Here are the core areas we discuss in today's episode:

1: The Agency Growth Paradox: Why Are Agencies the "Cobbler's Kids"?

2: The Revenue-Based Marketing Philosophy: Every Dollar Should Drive Revenue

3: Applying SaaS Frameworks to the Service World: The Bowtie and the ICP

4: The Challenge of Selling a "Squishy" Solution

5: The Unified Revenue Team: Breaking Down the Silos

Final Thoughts

Kerry Curran's insights are a powerful wake-up call for the agency world. For too long, agencies have been stuck in a reactive, referral-based growth model that is simply not sustainable in today's fast-moving business world.
By applying the principles of SaaS GTM and revenue architecture, agencies can create a more predictable, scalable, and profitable business. It's not an easy transition, but as Kerry argues, it's an essential one for any agency that wants to thrive in the years to come.

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