How Parakeeto Helps Agencies Improve Profitability, With Kristen Kelly

About this Episode If you’re an agency owner, ops lead, or finance leader, you’ve likely asked yourself: Are we actually making money on our projects? What does good profitability even look like? And why does it feel so hard to measure and improve our margins? That’s exactly the problem Parakeeto was built to solve. In this episode of the Agency Profit Podcast, host Marcel Petitpas (CEO of Parakeeto) and consultant Kristen Kelly go behind the scenes to break down Parakeeto’s proven approach to helping digital and creative agencies become more profitable—without relying on bloated spreadsheets or guesswork. They explain why profitability is such a tricky target to hit. Spoiler: it’s usually a mix of messy data, unclear metrics, and a lack of consistent process. Most agencies are tracking something, but few are tracking the right things in a way that connects to actual business outcomes. That’s where Parakeeto comes in. Our framework simplifies complex metrics like utilization, project margin, and average cost per hour. Our tools clean and normalize data across project management, finance, and sales systems. And their consultants guide agencies through modeling, benchmarking, pricing, forecasting, and reporting—giving leaders real visibility and confidence in their decisions. This episode also touches on common agency questions like: How does an agency make a profit? What’s a good profit margin? Why is profitability so hard to measure? How do we track ROI more effectively? Whether you choose to work with Parakeeto or just want to better understand the building blocks of agency profitability, this episode offers a transparent roadmap for scaling your agency without sacrificing your bottom line.