What AI is Actually Doing to Your Margins and What to Do About It, with Marcel Petitpas –– Ep.232

About this Episode

In this episode of the Agency Profit Podcast, Kristen Kelly is joined by Marcel Petitpas and Carson Pierce to explore what the future of agencies looks like in the age of AI and why the line between service businesses and SaaS companies is quickly disappearing. Drawing from Marcel’s experience building a technology-enabled service business, working alongside SaaS companies, and incubating AI-first startups, the team breaks down why agencies may have a bigger advantage than they realize if they can pair their hard-earned expertise with technology. Together, they unpack Marcel’s “four MVPs” framework: minimum viable problem, point of view, process, and product, and explore how agencies can use the value equation to deliver better outcomes faster, more efficiently, and with less friction for clients. From moving beyond time-and-materials pricing and avoiding costly product side quests to embracing AI, sharpening specialization, and building more flexible business models, this episode offers a practical framework for turning years of agency experience into a competitive advantage and building a more valuable, resilient agency for the future.

Watch this Episode

Points of Interest

• 0:01 – 00:58 – Introduction: A rare full-team episode, Kristen, Carson and Marcel, built around Marcel's recent talk on agencies versus SaaS in the age of AI.
• 00:58 – 03:33 – Where the Talk Came From: The vantage point behind the argument: running Parakeeto as a tech-enabled service business, time inside SaaS Academy, and work with an AI venture studio.
• 03:33 – 05:54 – Redefining What "Product" Means: Product is the whole customer experience, not the software. Most agencies reach for the software first and skip the part that makes it worth buying.
• 05:54 – 10:43 – The Four MVPs: The order of operations: minimum viable problem, minimum viable point of view, minimum viable process, and only then minimum viable product.
• 11:14 – 15:21 – Testing Your Own Clarity: A practical test for whether you actually understand the problem you solve, with a chiropractor analogy that shows what deep customer understanding sounds like out loud.
• 15:22 – 19:15 – The 37signals Trap: Why the unrelated side-project product almost never works: it borrows the origin story without borrowing the process and expertise that made it possible.
• 19:15 – 23:12 – The Value Equation: Value as dream outcome multiplied by perceived likelihood of success, Alex Hormozi's framing, applied to how an agency builds and presents an offer.
• 23:12 – 25:59 – Time Delay and Effort as Levers: Two levers most agencies leave alone: how long the client waits, and how much work you leave on their desk. UPS shipping tiers and airport security lines make the point.
• 25:59 – 29:16 – Is Full-Service at Risk: Whether full-service digital agencies are the most exposed to commoditization, and why the tightness of any position erodes as an adoption curve matures.
• 29:16 – 32:27 – Full-Service Isn't Inherently Bad: Breadth added deliberately, from a clear read on the client's core problem, still creates value, with Parakeeto's own move into bookkeeping as the example.
• 32:27 – 38:52 – Price Sensitivity and Segmentation: Pricing pressure is usually a mismatch signal: what your firm values isn't what this client values. How to segment buyers by what they will actually pay for.
• 38:52 – 46:44 – Pricing Models and the Agency of the Future: Alternatives to time and materials billing, the scope problem industries like PR can't escape, and what the agencies still winning in five years will look like.

Show Notes

• Free Agency Toolkit
• Parakeeto Foundations Course
• Free access to our Model Platform
• Connect via LinkedIn
• • Marcel Petitpas
  • Carson Pierce
  • Kristen Kelly
• Related Episodes
• • We Take Care of the Money: Parakeeto’s New Positioning, Explained – Ep.226
  • The Most Common Agency Pricing Mistakes, with Kristen Kelly – Ep.192
  • Operationalizing and De-Risking Positioning, with Mike Grinberg – Ep.195