Max Traylor has a job title that makes people read it twice. He's an agency churn consultant, which means agencies bring him in to figure out why their clients leave. His take reframes the whole growth question: the fastest growth an agency can find is usually sitting in the clients it already has, and most of it goes untouched because account managers only ever talk about marketing, which sits near the bottom of what a client cares about most.
In this conversation with Adam Weil, Max explains why three of marketing's old four P's drifted off to finance, product, and IT years ago, leaving promotion as most of what's left. So the budget an agency wants to grow into now sits with operations, sales, and the people who decide whether you stay. The account managers who reach those rooms are the ones who stay curious about the client's whole business and can hold a conversation that has nothing to do with marketing.
From there it gets practical: how to climb back from being treated as a vendor, why most quarterly business reviews are a recap the client never asked for, and how to read an account by mapping who would actually pick up the phone. Max is just as direct about AI, where some executives are canceling accounts because they believe a tool can replace marketing. His view is that the agencies who come through are the ones whose people are paid to grow relationships, not manage work a machine can already handle.