Building an Agency Culture Around Doing Good with Lindsey Huettner of The it Crowd
Key Takeaways
- Making 'do good' a measurable weekly KPI creates a culture where charitable impact is built into the agency's DNA
- A puzzle-piece service model lets clients customize their marketing mix monthly rather than locking into rigid retainers
- Strategic client selection using scorecards ensures mutual fit and protects delivery quality
Gray MacKenzie interviews Lindsey Huettner, Founder and CEO of The it Crowd, about building a full-service marketing agency where doing good is not just a value statement - it is a tracked metric.
Doing Good as a Formal KPI
The it Crowd stands out from most agencies by treating charitable impact as a measurable business outcome. The team tracks their “do good” contributions weekly as a formal metric, right alongside revenue and client satisfaction. This is not performative - it is built into the operational rhythm of the agency.
Employees also receive five days of PTO specifically dedicated to passion projects and charitable work. This benefit reinforces the culture while giving team members space to pursue what matters to them outside of client deliverables.
The Puzzle-Piece Service Model
Rather than forcing clients into rigid retainer packages, The it Crowd uses a flexible “puzzle pieces” model. Clients can customize their marketing mix on a monthly basis, adding or removing services as their needs evolve. This approach reduces churn by eliminating the frustration clients feel when they are paying for services they do not currently need.
The trade-off is operational complexity - the agency needs strong project management systems to handle constantly shifting scopes. Lindsey mentions adopting ClickUp to manage this complexity as the team grew.
Transparent Reporting That Builds Trust
The it Crowd delivers 45+ page monthly reports to clients. While that sounds excessive, Lindsey explains that the depth of reporting demonstrates value and builds trust. Clients can see exactly what is being done, what results it is producing, and where the team recommends adjusting strategy. Transparency at this level makes retention conversations much easier.
Strategic Client Selection
Not every potential client is a fit. The it Crowd uses scorecards during the sales process to evaluate mutual fit before signing new business. This protects the team from overcommitting to clients where the agency cannot make a meaningful impact, and it keeps the portfolio focused on accounts where the work produces measurable results.
Scaling with Remote Flexibility
Lindsey runs the agency while living an RV lifestyle, and the team operates remotely. This flexibility has allowed The it Crowd to recruit talent without geographic constraints and to build a team culture around output rather than office presence.