Agency Team Structure: Builder + Setter/Closer
The Three-Person Team
- Builder (You): Product, marketing infrastructure, vision, architecture
- Never talks to clients
- Builds funnels, automations, systems
- Does high-leverage work
- Setter/Closer (Partner): All client-facing work
- Sets appointments from interested leads
- Takes sales calls on their own calendar
- Closes deals
- Onboards clients after product is built
- Claude Code: Heavy development lifting
- Builder provides vision and architectural knowledge
- Claude executes the technical implementation
How to Find Setters
- Go on Discord communities (Wlearn, Bispath, etc.)
- Don't hire inbound sales — get setters paid per showed qualified appointment
- Your pitch to setters: "Learn from someone deep in the trenches, learning opportunity"
- Expect lower pay than high-ticket SaaS setting — agency offers pay less
- Need high volume outreach to find motivated people who can speak confidently
- Give them a script to follow
Sales Call Strategy
- Founders should close their own deals initially — "I don't see you getting around that"
- Don't outsource closers until your offer structure supports it
- Can't float closers without sufficient cash flow
- Once you find a killer closer, you're freed up for high-leverage work
Marketing System for Setter Pipeline
- Set up cold email + cold SMS marketing system
- Setters double-dial interested leads to your calendar
- You (or closer) take the sales calls
- Highest leverage setup possible
Key Insight
"I hate talking to clients. I hate setting calls. I hate sales calls. So grindy. Because we know how to build so much — the high leverage stuff. He does all the super important grunt work and I do the high leverage stuff. And the business is growing."