Our co-founder Michael Maximoff recently sat down with Finn Thormeier on his YouTube podcast for a deep dive into what it really takes to build and scale a B2B agency. Finn specializes in executive thought leadership programs for B2B leaders on LinkedIn, so he knows how to ask the right questions.
Michael opened up about the journey of growing Belkins into a $15M/year appointment-setting powerhouse and spinning out Folderly — a SaaS product that started as an internal tool we couldn't live without. The conversation gets into the nitty-gritty: Why retention (not flashy new client wins) is what actually scales an agency, how to pay your account managers so they care about long-term results, and why those dreamy 50% profit margins you hear about are mostly fiction.
They also tackle the tricky transition from services to software — what works, what doesn't, and what Michael would do differently, knowing what he knows now. Plus, insights on building a calm, profitable agency instead of constantly chasing growth at all costs.
If you're running an agency, thinking about launching a product, or just curious about what sustainable scaling really looks like, this one's worth a listen.