Eli Rubel is the Owner of Matter Made, a growth agency that helps B2B SaaS companies lower customer acquisition cost and scale demand generation. He previously founded and led Glider to acquisition and also ran an ecommerce venture before starting Matter Made. He has advised high-profile tech firms, such as Dropbox, Loom, and Productboard on marketing and go-to-market strategy. Under his leadership, Matter Made has bootstrapped strong revenue growth without external funding.
About the Episode
Scaling an agency often feels like a tradeoff: the bigger the business grows, the more it consumes the founder’s time. Many leaders get trapped in operations, unable to step away without jeopardizing growth. Tyler Lane hosts Eli Rubel as they discuss how to design agencies that thrive without the founder, maintain profitability, and adapt to the coming wave of AI disruption.
Key Moments
Early Entrepreneurial Spark
- What inspired Eli to leave art school and launch his first startup [2:18].
- How a basement startup and a surprise acquisition kicked off Eli’s entrepreneurial career [4:32].
Profitability Lessons
- Why financial blind spots and messy back offices destroy agency profit margins [6:53].
- How Eli grew agencies without being the practitioner by hiring the best talent [9:32].
Scaling With Clarity and Focus
- The importance of refining ICPs and adapting services to improve client retention [18:26].
- Why growth-minded and lifestyle-minded business models can coexist [23:32].
Delegation and Future-Proofing
- How Eli stepped fully out of day-to-day operations and delegated leadership and sales [26:54].
- His candid take on AI’s disruption and what it means for agencies in the next 3–5 years [36:32].
Top Insights
- Build real-time financial visibility – Having up-to-date numbers prevents flying blind and helps agency owners make smarter business decisions
- Delegate leadership and sales roles – Empowering skilled leaders allows the founder to step back and ensures sustainable, scalable growth
- Refine your ICP and messaging – Adjusting who you serve and how you communicate increases client retention and long-term profitability
- Balance growth with lifestyle priorities – Designing a business that supports personal well-being creates longevity and prevents founder burnout
- Stay adaptable to industry shifts like AI – Embracing change positions agencies to evolve rather than risk becoming irrelevant in a fast-moving market
Notable Quotes
- “I can’t leave this basement until I’ve started a company, so better fucking figure it out.”
- “Agency owners tend to fly blind a lot of the time, making decisions on lagging indicators.”
- “I have always just tried to play to that strength of finding people better than me.”
- “You really need to be comfortable with blind faith in yourself, or you’d be crippled by indecision.”
- “Most agencies in three to five years will either be out of business or look meaningfully different.”
Resources
Industry Experts
Companies and Ventures
Books and Learning
- The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich by Timothy Ferriss
- 10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan and Dr. Benjamin Hardy
The Smarter Way to Scale
Scaling doesn’t have to mean sacrificing freedom. At Session Interactive, we help agencies and growth-driven companies turn complex data into clarity, refine their ICP, and build systems that support both profitability and lifestyle. If you’re ready to scale smartly and sustainably, let’s talk about how we can help.
For more insights on building resilient businesses and digital growth strategies, subscribe to the Built to Convert podcast. Ready to grow with clarity and freedom? Contact Session Interactive to start your journey.
