Podcast Episode

Helped Scale a $1B+ Startup and 3 Exits—Now He Builds High-Performing Agencies That Grow Fast

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William Attaway

On April 24, 2025

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Helped scale a $1B+ startup and contributed to three successful exits—

Chris Rodriguez brings deep expertise in agency growth, demand generation, and performance leadership.

In this episode of the Catalytic Leadership™ Podcast, he shares the systems, hiring strategy, and data-first mindset he used while driving performance growth inside a $1B+ startup—and how those same principles now fuel the high-performing agencies he builds in today’s fast-changing digital landscape.

If you’re scaling your agency and feeling the pressure of hiring, automation, or client retention, Chris gives you a grounded blueprint for sustainable growth—without burnout.

About This Episode:

In this conversation, you’ll learn:

How Chris helped scale a $1B+ startup and built iXcel with intentional systems and culture
Why hiring experienced team members drives better outcomes and agency growth
How to implement conversion rate optimization experiments that deliver 300%+ lifts
Why AI isn’t a threat—but a competitive lever your agency must learn to use
How Chris’s “grind-to-growth” story fuels his resilient, systems-based leadership
Practical tactics for building a digital agency without losing your culture or quality

What It Takes to Scale a $1B+ Startup—And How Those Same Systems Fuel Agency Growth

Most agency owners want to scale—but they hit a wall.

Complex systems, hiring missteps, and unclear processes hold them back from sustainable growth.

Chris Rodriguez has navigated that complexity—and used it to fuel the next stage of growth.

After helping scale a $1B+ startup as a performance growth leader and contributing to three successful exits, Chris launched his own performance agency, iXcel. In this candid conversation, he breaks down the exact systems, hiring principles, and data-led strategies that are now driving growth for agencies across both B2B and B2C.

From delivering 300%+ homepage conversion lifts to building teams who embody excellence—not just fill roles—Chris shares the realities of growing an agency in 2025 without the burnout.

Whether you’re building toward seven figures or rethinking your leadership style, this episode delivers a grounded, tactical playbook for scaling smart.

00:00 – Meet Chris Rodriguez: Startup Growth, Exits & Building iXcel
03:15 – Scaling a Digital Agency with Process and Purpose
06:25 – From Music to Tech: A Nonlinear Path to Leadership
10:10 – Why He Hires Seasoned Experts Instead of Junior Staff
14:05 – Conversion Rate Optimization: The 300%+ Homepage Lift
18:30 – Why AI Isn’t a Threat—It’s Your Agency’s Next Growth Lever
23:45 – What Servant Leadership Looks Like at a Scaled Digital Agency
28:15 – How Chris Stays Sharp: Frontline Learning & Tactical Growth

🔑 Key Leadership Themes from This Episode

Results-Driven Leadership Without Ego

Chris explains why data, humility, and experimentation are essential to lasting agency success.

Hiring Based on Values, Not Just Resumes

He shares why seasoned experts—not cheap junior hires—are the secret to retention and real results.

Lead with Systems, Not Hustle

From AI to CRO, structured problem-solving wins over scattered effort every time.

From Grind to Growth

Chris opens up about early career losses, client nonpayment, and rejection—and how he turned them into fuel for a resilient leadership mindset.

Connect with Chris Rodriguez

To learn more about how Chris is helping agencies and startups scale through demand generation and data-first performance marketing, visit iExcel.co or connect with him directly on LinkedIn by searching Chris Rodriguez.

Enjoy this episode?
Explore more leadership conversations in the Catalytic Leadership™ Podcast archive, or follow Dr. William Attaway on Instagram and LinkedIn for weekly insights on how to lead at a higher level.

Want to Be a Guest on the Show?

If you’re a 7- or 8-figure agency owner with a story of growth, systems, or leadership evolution, we want to hear from you. Join past guests from top industry groups like Seven Figure Agency, Hite Committed Mastermind, Prospecting on Demand (POD) and GoHighLevel power users on a platform trusted by high-performing founders worldwide.

👉 Apply to Be a Guest on the Catalytic Leadership™ Podcast

About Dr. William Attaway:

Dr. William Attaway is a seasoned Executive Mindset and Leadership Coach who helps 6-, 7-, and 8-figure digital agency owners scale their businesses with clarity, systems, and confidence. With nearly 30 years of experience, he equips growth-driven entrepreneurs to build high-performing teams, implement scalable systems, and transition from freelancer to CEO.

He hosts the Catalytic Leadership™ Podcast—ranked in the Top 2% of podcasts globally (source: Listen Notes)—with a weekly reach of over 50,000. Each episode features elite agency owners and top digital entrepreneurs sharing what actually works when scaling a service-based business.

From leadership development and visionary thinking to mindset transformation and team optimization, Dr. Attaway empowers agency leaders to build a business that thrives without their constant oversight—and a team that flourishes under intentional, scalable leadership.