Ep 103. The 3 KPIs That Matter: Unlock Cash and Scale Your Online Service Business Profitably

Jon Morris is the Founder of Fiscal Advocate

John scaled Rise Interactive from $10K to $40M in revenue before exiting. Now he helps service businesses grow profitably using financial data through Fiscal Advocate.

4 Lead Generation Methods That Helped Jon Built a $40M Agency

1. Channel Partnerships – Partnered with complementary businesses (web developers) for low-cost referrals
2. Competitor Referrals – Called larger competitors, take on their below-minimum leads
3. Verticalization – Built expertise in specific niches (hospital systems)
4. Awards Strategy – Systematically won awards across 4 categories for constant PR momentum

Scaling Beyond Founder-Dependence

Remove yourself from these 4 seats:

• Head of Growth (Sales/Marketing)
• Head of Client Service
• Back Office (HR, IT, Finance)
• Innovation/R&D

Implement quarterly planning focused on: revenue, profit margin, cash, infrastructure.

AI-Proof Your Service Business

• Dedicate 5% of revenue to R&D
• Ask Yourself: "Do I Want to be disrupted or be a disruptor?"
• Launch actual AI products (not just talk about it)
• John's currently building Luca, an AI CFO co-pilot

Core Philosophy

• Never lose a customer due to performance
• You'll eventually lose every client – always be winning the next one
• Max out possible % of revenue into sales/marketing investment
• Build a performance-based culture

Tools John Uses

• EngineBI (budgeting/forecasting)
• Pipe Drive (CRM)
• Triarch (e-mail marketing at scale)

Connect with Jon: LinkedIn (posts 3x/week min) | Website |