As an agency owner, what’s the secret to not only charging premium rates but also securing long-term revenue share and even equity in a client’s business? The answer isn’t just delivering great marketing—it’s about solving data problems that businesses often don’t even realize they have.
In an insightful interview with Kenton Gray, an agency owner who leveraged data solutions to land a $10k-a-month client in just eight days, we’ll uncover how solving a company’s data challenges can elevate your agency from service provider to strategic partner—and open the door to deals that go beyond retainers and into equity and revenue sharing.
How It All Began: From a Simple Conversation to a $10k Client
Kenton’s story starts with a simple phone call from an old friend in the healthcare industry. The friend had recently launched a new healthcare business, Rise Health, focusing on men’s and women’s wellness—offering unique products like dissolvable strips for sexual health. Despite initial success, the client hit a roadblock: ad disapprovals and rising costs on Facebook made scaling difficult, and they had no clear data strategy to overcome it.
Kenton, having seen similar challenges in other businesses, knew this wasn’t just a marketing problem—it was a data problem.
The Data Problem Businesses Don’t Know They Have
Most companies are collecting data—tons of it—but they don’t know how to use it effectively. Kenton’s client, for example, was spending heavily on Facebook ads, but the client acquisition cost (CAC) was stuck at $85 per sale. Worse, their entire strategy was dependent on a single marketing channel—Facebook. No diversification, no long-term plan for capturing and using customer insights.
“I told him, if your only growth channel is Meta [Facebook], you’re in trouble,” Kenton said during our interview.
Kenton identified a major gap: the client was getting a lot of traffic, but they weren’t capturing enough data to understand who those visitors were and how to turn them into repeat buyers. They were running ads to a broad audience and hoping enough people would click through. The real solution lay in solving their data inefficiencies.
How Solving Data Problems Elevated Kenton’s Role
Kenton’s approach wasn’t just about fixing their Facebook ads—it was about solving their data problems. He proposed implementing tools for identity resolution, intent-based marketing, and customer analytics to provide a clearer picture of who was interacting with their website and ads.
This move shifted the conversation. Instead of being just another agency offering to improve ads or lower costs, Kenton was positioning himself as a partner who could help the business grow smarter using data.
Charging More and Asking for Revenue Share
With a deeper understanding of the business’s data, Kenton wasn’t just suggesting tweaks to their ad campaigns—he was offering a comprehensive strategy to increase revenue and lower costs. This level of insight allowed him to charge more and ask for a performance-based compensation model.
In this case, Kenton structured the deal so that after an initial trial period, the $10k monthly retainer could evolve into a revenue share model, with the potential for even greater earnings. On top of that, the client offered Kenton stock options in the company—potentially turning this into a million-dollar partnership if the company’s value continues to rise.
“I told him, I’m not just here to make your ads better. I’m here to help you grow, and I want a piece of that growth,” Kenton explained.
The Power of Data-Driven Marketing: Unlocking New Opportunities
Kenton’s strategy wasn’t just about reducing costs—it was about unlocking new revenue streams through data-driven marketing. By using intent data, Kenton could identify audiences who were more likely to convert, driving down the cost per acquisition (CPA) while improving the overall conversion rate.
He suggested a multi-channel approach to diversify the client’s reliance on Facebook ads. This included:
- Implementing identity resolution tools to understand who was visiting their website, even if they didn’t convert right away.
- Utilizing intent data to target audiences who were already actively searching for solutions the client offered.
- Building out email nurture campaigns to capture and convert traffic that didn’t buy on the first visit.
All of these strategies stemmed from a deep understanding of the client’s data and how to use it more effectively. With the right tools in place, Kenton could offer more than just marketing services—he was providing a roadmap for long-term, scalable growth.
From $10k a Month to Equity and Revenue Share
Once Kenton started solving the business’s data challenges, his role shifted from a service provider to a strategic partner. This allowed him to renegotiate the terms of the deal. Instead of just charging a monthly retainer, Kenton was able to secure a revenue share deal based on performance. Even more exciting, the client offered stock options in the company.
“They told me, if you can get me a certain number of customers per day, I’ll give you equity in all four of our product lines,” Kenton revealed. This was no longer a typical agency-client relationship—it was a true partnership where both sides benefited from the company’s success.
This shift in the business relationship was only possible because Kenton solved a problem that went beyond marketing. He fixed their data strategy—something most companies can’t do on their own.
Why Data Mastery is the Key to Bigger Deals
Kenton’s story proves that solving data problems is one of the most valuable services an agency can offer. Why? Because:
- Data is Essential to Growth: Companies that can’t make sense of their data can’t grow efficiently. When you solve that problem, you become indispensable.
- It’s a Niche Skill: Not every agency can fix a business’s data problems. This makes your services more valuable—and more expensive.
- You’re No Longer a Vendor: When you start solving deeper business challenges, you’re no longer seen as a contractor. You’re a partner, which gives you leverage to ask for equity or revenue share.
Actionable Steps to Charge More by Solving Data Problems
If you’re ready to follow Kenton’s lead and start securing bigger deals, here are some actionable steps:
- Offer a Data Audit: Start by offering potential clients a data audit. Identify their blind spots and show them how you can help fix their problems.
- Integrate Data Solutions: Use tools like intent data, identity resolution, and analytics to offer real, data-driven solutions to their challenges.
- Negotiate for Revenue Share: When you’re solving critical data problems, you have the leverage to ask for performance-based deals. Revenue share or equity options should be on the table.
- Position Yourself as a Strategic Partner: Data mastery elevates you from being a service provider to a partner. Clients will pay more when they see you’re the key to unlocking their growth potential.
Wrapping Up: How Data Solutions Open the Door to Equity and Long-Term Partnerships
Kenton Gray’s journey with his $10k-a-month client shows that solving data problems can transform your agency’s relationship with clients. By offering more than just marketing, you position yourself as a growth partner who can ask for—and earn—more. From securing revenue share deals to negotiating for equity, solving data challenges gives you the leverage to build long-term, lucrative partnerships.
So, the next time you sit down with a potential client, don’t just offer ad management—offer to solve their biggest data problems. You might just walk away with more than a retainer—you could be looking at a piece of the company.
