How to build a 7-figure dental marketing agency

“You have no idea how competitive the dental marketing niche is…”

Today’s guest, Xaña Winans, Founder of 7-figure dental marketing agency Golden Proportions Marketing, takes us through the growth of her agency, the evolution of their offerings and sales approach, and how she leverages speaking engagements to drive leads.

We cover:

• Learning from your mistakes and when to call it.

• How to add new service lines and the best way to test them.

• Why custom offerings work for Xaña’s agency.

• How to weave in account strategists into sales workflows.

• Why it’s better to hire based on expertise and teach the vertical versus vice versa.

Here are some actionable key takeaways for agency founders:

• Looking to branch out to another vertical? Be prepared to give it your all.

• For new recurring revenue products, test them out first for free to learn and adjust.

• Let the numbers tell you when it’s time to hire sales.

• A qualified lead is a potential client whose expectations align with what you can deliver.

• When it comes to industry events, bigger isn’t always better for driving leads.

🎧 Listen to the episode now:

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Best,

CQ

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Frequently Asked Questions

Why does Xaña Winans emphasize testing new recurring revenue products for free first?

Because offering a new service for free initially allows for real-world learning and adjustment before charging for it, reducing risk while still validating whether the offering actually works before fully committing to it.

How does Xaña Winans decide when it's time to hire for sales?

By letting the numbers tell the story, discussed as a data-driven approach rather than hiring based on gut feeling about when sales support might be needed.

What does Xaña Winans mean by a "qualified lead"?

A potential client whose expectations align with what the agency can actually deliver, a definition that prioritizes genuine fit over simply generating volume of interest.

Why does Xaña Winans prefer hiring for expertise and teaching the vertical, rather than the reverse?

Because deep skill in the core work is harder to teach than industry-specific knowledge, making it more efficient to bring in genuinely skilled people and train them on the dental vertical specifically, rather than starting with vertical knowledge and teaching the skill.

Why does Xaña Winans say bigger industry events aren't always better for driving leads?

Because event size doesn't necessarily correlate with lead quality or relevance, a nuance discussed directly in the episode challenging the assumption that a larger event automatically produces better results.