Utilising the marketing unit
Example of a marketing unit
Website:
Specialisation:
Performance Marketing
Location:
Moscow
Service Regions:
Russia, USA, UAE, Europe
Year Established:
2019
Result:
Increased the agency’s annual revenue from 15 million to 30 million RUB
Result:
Grew team size from 2 to 23 employees
Result:
Raised average service contract value to 10 million RUB
Transition from freelancing to a boutique agency with guaranteed client profit growth
1
Build an internal culture of hypotheses and experimentation
2
Scale the team without compromising quality
3
Evolve from a contractor to a true external marketing department
4
Move away from fixed pricing and purely tactical tasks
5
Implement a predictable growth model (marketing unit)
Challenges of implementing a new methodology
Transitioning team to hypothesis-driven thinking
Difficulty shifting from task execution to hypothesis testing approach.
Building profit accountability culture
Establishing mindset focused on results rather than process completion.
Scaling without quality compromise
Maintaining speed and systematic approach during team growth.
Convincing clients to pay for results
Shifting from activity-based to goal-achievement based pricing.
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Stages of Transformation
- Stage 1. Rethinking the Business Model
Analysing the current state (freelancing, fixed pricing)
Defining the development direction (boutique agency)
Stage 2. Creating the Methodology
Developing the "marketing unit" concept.market × traffic × converter × sales team × finances = profitwhere × denotes multiplication
Building the profit formula (5 key components)
Designing financial forecasting models
Stage 3. Implementing Growth Processes
Shifting to hypothesis-driven management
Introducing weekly growth sprints
Standardising the testing process (8 hypotheses / 6 hours)
Stage 4. Scaling the Team (2020–2021)
Establishing 6 specialised departments
Developing a staff growth and training system
Implementing process-based management
Stage 5. Optimising the Client Experience
Transitioning from executors to strategic partners
Creating a results-guarantee framework
Introducing transparent reporting
Key Takeaways from the Transformation
Over two years, we transformed a freelance studio into a boutique agency with a 30 million RUB annual turnover. Our secret? A scientific approach to marketing that guarantees clients a twofold increase in profit.
Key Takeaways
+100% agency revenue
Annual turnover growth from 15 to 30 million RUB over 2 years
23-person team
Team scaling from 2 to 23 specialists without quality compromise
10M average contract
Average service contract value raised to 10 million RUB per project
2x growth guarantee
Scientific approach with guaranteed 2x client profit growth