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Small Agency Growth Alliance

What to do when you are preparing to sell your agency

Most PR and marketing agency owners have thought about the possibility of selling their business someday.

But what should you be thinking about today if that’s an outcome you might want to achieve?

Chip and Gini talk about some of the things to focus on, as well as the potential pitfalls on the road to a sale.



  • 0:00​ Intro
  • 2:58​ Resources
  • 3:50​ When to sell
  • 5:25​ Earn-out and owner’s role
  • 8:15​ Make yourself less essential
  • 9:18​ Positioning your agency
  • 11:12​ Client concentration problem
  • 12:30​ Agency finances
  • 19:05​ Expect surprises
  • 22:45​ Timing of the sale
  • 24:50​ Life-changing money?
  • 26:25​ Post-sale control
  • 28:50​ Outro

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The Hosts

Chip Griffin is the founder of the Small Agency Growth Alliance (SAGA) where he helps PR & marketing agency owners build the businesses that they want to own. He brings more than two decades of experience as an agency executive and entrepreneur to share the wisdom of his success and lessons of his failures. Follow him on Twitter at @ChipGriffin.


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, the lead blogger at Spin Sucks, and the host of Spin Sucks the podcast. She also is co-author of Marketing in the Round and co-host of Inside PR. Follow her on Twitter at @GiniDietrich.

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