Behind the scenes of building a marketing agency at 27: business goals, weekly planning, lead magnet strategy, marketing funnel, CRM systems, and productivity routines.
If you want the video version of this post, it is embedded right here.
Happy Monday. This is Week 48 of 2025, and I’m doing a quick check in on where things are at inside Launch Kit.
At the time I’m filming this, we are sitting at $580,000 in sales for the year. Our goal is $667,000.
So yeah, a little over a month left and it is going to be close.
And honestly, this is where my brain goes to a place I think a lot of business owners can relate to.
Goals are helpful. Goals can also mess with you.
This post is basically the written journal entry that goes with the vlog. It’s the behind the scenes of how I’m thinking about company objectives, how we are keeping the team aligned during a short week, and the marketing systems that keep our pipeline healthy without relying on the latest algorithm mood swing.
If you are building a business, running a marketing agency, or just trying to be productive without living in constant stress, I think you will get something out of this.
Let’s start with the numbers because they matter, and because it is fun to measure progress.
We are at:
I share that not as a flex, and not as a pity party. It is more like a dashboard glance.
I like knowing where we are at.
But I also have a weird relationship with goals.
Part of my brain loves objectives because they keep you on track.
The other part of my brain hates them because if you interpret them wrong, you can end up living in what I call delayed happiness.
You know the vibe.
“I’ll be happy when I hit this goal.”
Then you hit the goal and instantly set a new goal.
Now your happiness is always one goal away.
That is a rough way to live. Especially if you are a high achiever. Especially if you run a business. Especially if you are the type of person who can always see what is not done yet.
Something that has helped me a lot with this is the idea from Simon Sinek’s book The Infinite Game.
In life and business, nobody wins. There is no finish line where you hit a revenue number and the universe plays confetti music and says, “Congrats, you beat business.”
You just keep playing.
You earn the opportunity to keep playing each day.
So here is how I try to hold goals now:
And yes, I still set goals. I just try not to worship them.
This is the simple structure I use inside Launch Kit.
At the start of the year, I set company wide objectives. These are the big rocks.
Each quarter we set a handful of objectives that move the company objectives forward. Nothing crazy. If you have 14 objectives, you have zero objectives.
This is the important part. When I look at my to do list, I want it to be obvious that my tasks connect back to the objectives.
If the tasks do not connect, they are probably a side quest.
In Q4, I had a Notion page literally called Objectives 2025. Under Q4, I had three open objectives remaining:
That is it.
When I looked at my day, if my tasks were related to creator hiring, a website kickoff, or a marketing kickoff, I knew I was on track.
It makes decision making way easier.
It also helps your brain chill out.
Because you are not wondering what you should be doing. You are just doing it.
Would it even be a Monday if I did not remind you how important a Monday sync with the team is.
Especially during a weird week.
The week I’m filming this was Thanksgiving week.
We were off Thursday, and we took Friday off too.
So we had a three day work week.
That Monday sync was the difference between:
The goal of the Monday sync is not to have a meeting.
The goal is to help the team close the laptop later in the week without the lingering stress of, “Did we actually do what we needed to do?”
Here is what we cover in that sync:
Simple. Nothing fancy.
Just clarity.
And clarity is productivity.
Later in the week I did a work session at Madcap and updated Launch Kit’s primary lead magnet.
This is the bread and butter free offer. The thing you give away that helps you turn attention into leads.
If you want more contacts in your CRM, you need a strong primary lead magnet.
In the lead magnet, I walk through the full funnel.
We literally map it out on a whiteboard and show:
Then at the end, I share three options.
I also share the tech stack we use.
And yes, it feels a little uncomfortable to give it away for free.
That is usually how you know it is a good lead magnet.
If it makes you a tiny bit nervous to share, you are probably onto something.
Here is the core concept behind the lead magnet system.
Social platforms are rented land.
Your CRM is owned land.
You want to use the platforms where the eyeballs are, but you want to move those eyeballs into a place you control.
When I say owned audience, I just mean:
Inside your CRM.
Now you can nurture people, follow up, and book appointments even if a platform changes their algorithm or disappears tomorrow.
Here are a few common ways to do this:
You have seen this before:
We use tools like:
Those tools help automate the handoff from social to CRM so you are not manually copying and pasting your life away.
If you do not have a main lead magnet, I would work on that right away.
Here are a few formats that work really well in the business and productivity world:
The goal is not to impress people.
The goal is to help the right people move from curious to committed.
A good lead magnet should answer a real question your dream buyer is already Googling, like:
If you can solve a real pain point and make it easy to take the next step, you are going to win.
I’ve been enjoying a simple morning routine that scratches both sides of my brain.
I have always carried a physical journal. Right now I have been rocking the Leuchtturm 1917.
Here is what I do:
The fun part is I keep old journals nearby too.
So I can flip back and see what I was doing on this day last year.
It is a really cool way to track progress without trying to remember everything.
My phone is in a morning mode with basically no distractions.
Home screen is clean:
Then I do two things:
Whenever I need a place to think, I dump it in the Notion page.
This has been a simple way to stay organized, stay creative, and not feel like my brain is 47 tabs open.
This week was also a reminder that building a business is not just about work.
We took Thanksgiving off.
We also take Black Friday off.
Launch Kit was closed.
We only have a couple clients who do Black Friday sales, and everything was already scheduled and prepped ahead of time.
That is the point.
Systems give you options.
Good operations let you close the laptop without guilt.
And honestly, I feel really thankful for the team this year.
We have made a ton of progress building our offerings, routines, processes, and creating a space where we can have fun making great content and getting great results for our clients.
That is the game.
If you want the simple breakdown, here it is.
Not a bad week.
If you are reading this and thinking, “I want that funnel, that lead magnet, and that CRM system working in the background of my business,” that is literally what we do at Launch Kit.
We build marketing systems that turn attention into leads, and leads into booked calls, without relying on random bursts of motivation.
If you want more behind the scenes content like this, check out the vlog on YouTube. And if you want us to build the machine with you, keep an eye on the links around this post.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
