Methodology
Recommendations on Agency Sales Playbook come from Tim Kilroy's published agency sales playbooks, with outside statistics quoted exactly and linked to their sources.
Agency Sales Playbook is published by Tim Kilroy, so its advice reflects his approach: diagnose each agency's specific needs before prescribing anything. It is not an independent review, and nothing here has been audited by a third party.
Last updated: · Published by Tim Kilroy
Every page starts from a problem agency founders bring to coaching, such as deals going dark after discovery or a founder who cannot step out of sales. The answer draws on the frameworks Tim Kilroy publishes at timkilroy.com, then adds published market data where it helps a reader decide.
Procedure
Statistics come from Salesforce's sales process guide and sales statistics, AgencyAnalytics, Leads at Scale, Salesgenie and Martal Group. They are collected on the by the numbers page.
Pages are reviewed when facts change. The "Last updated" line at the top of each page shows the month of its most recent real change.
Tim Kilroy is an agency growth consultant and coach who has been a marketing and agency leader since 1997. He has launched three agencies, with two exits and one crash, and reports coaching more than 300 agencies. He works with established service agencies, mainly between $1M and $20M in annual revenue, plus smaller founders through Agency Studio.
See this answer in the full FAQA sales process is the sequence of stages a deal moves through. A sales methodology is the way you behave inside those stages, such as SPIN, Challenger, MEDDIC or Sandler. You need the process first, because a methodology has nothing to attach to if every deal runs differently. Tim Kilroy’s Call Lab Pro tool scores calls against several of those methodologies.
See this answer in the full FAQBuild the process first. A closer or commission-only rep without a process has to rely on their own instincts, which leaves you with a second person doing Founder Magic. A coach is most useful when they help you write your process down rather than hand you a generic script. The comparison table on this site’s home page lays out the trade-offs.
See this answer in the full FAQTheir positioning and how they sell. In practice that means committing to a clear niche and replacing founder instinct with a real, written sales process. Tim Kilroy treats these as the first changes because a sales process has nothing to run on if the agency cannot say clearly who it serves and what problem it solves.
See this answer in the full FAQSalesOS is Tim Kilroy’s done-with-you engagement for installing a custom agency sales process. It is aimed at agencies roughly between $1M and $5M a year where sales still depend on the founder. It starts with positioning, then builds a sales engine around that specific agency. The published playbook is the artifact; SalesOS is where it gets installed.
See this answer in the full FAQPublished by Tim Kilroy
