From Time Tracking to Time Intelligence, with Elizabeth Thorn –– Ep.230

About this Episode

In this episode of the Agency Profit Podcast, Carson Pierce is joined by Elizabeth Thorn, Head of Marketing at Toggl, to explore how agencies can move beyond basic time tracking and use better operational data to make smarter business decisions. Drawing from her experience running an SEO and digital marketing agency, Elizabeth explains how accurate time data can help agency leaders uncover profit leakage, improve project estimates, manage team capacity, and identify burnout before it affects performance. Together, Carson and Elizabeth discuss the difference between being busy and being profitable, the hidden cost of context switching, the importance of setting realistic utilization targets, and why agencies can build accountability without relying on employee surveillance. The conversation offers practical insights into using historical time data to improve forecasting, resource planning, profitability, and long-term agency performance.

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Points of Interest

• 00:01 – 00:35 – Introducing Time Intelligence: Carson Pierce welcomes Elizabeth Thorn to discuss how agencies can use better time data to improve profitability and decision making.
• 00:35 – 02:18 – From Agency Owner to SaaS Leader: Elizabeth shares how her experience running a digital marketing agency shaped her perspective on operational efficiency and measuring time.
• 02:18 – 04:31 – Why Time Tracking Needs to Evolve: The conversation explores why simply recording hours is no longer enough and how agencies can use time data to make smarter business decisions.
• 04:31 – 06:46 – The Foundation of Reliable Data: Elizabeth explains why accurate, consistent time tracking is essential for forecasting, pricing, utilization, and project profitability.
• 06:46 – 09:15 – Improving Time Tracking Adoption: Carson and Elizabeth discuss practical ways to reduce friction, encourage team participation, and improve the quality of time data.
• 09:15 – 11:44 – Balancing Privacy and Accountability: Elizabeth explains why agencies can collect meaningful operational data without relying on invasive employee surveillance.
• 11:44 – 15:35 – Using Time Data to Prevent Profit Loss: The discussion covers how historical time data can help agencies improve capacity planning, identify delivery issues early, and prevent projects from exceeding budget.
• 15:35 – 17:28 – Understanding Where Profit Leaks Away: Elizabeth highlights common sources of lost profitability, including scope creep, non-billable work, excessive context switching, and inaccurate project estimates.
• 17:28 – 19:12 – Busy Teams Are Not Always Productive Teams: Carson explains why teams can feel overwhelmed while still falling short of profitability goals, and why utilization alone does not tell the full story.
• 19:12 – 23:20 – Measuring the Cost of Context Switching: Elizabeth recommends tracking a typical workweek to uncover hidden inefficiencies and better understand how work is actually distributed.
• 23:20 – 29:18 – Learning from Historical Performance: Carson and Elizabeth discuss how agencies can use historical project data to create more realistic forecasts, staffing plans, and utilization targets.
• 29:18 – 32:48 – Connecting Time Data with Agency Operations: The conversation explores how time tracking works alongside project management, finance, and operational workflows to improve visibility across the business.
• 32:48 – 35:13 – Building a More Profitable Agency: Elizabeth closes by encouraging agency owners to establish trustworthy operational data first, making it easier to improve margins, utilization, capacity planning, and long-term profitability.

Show Notes

• Connect with Elizabeth Thorn & Toggl
• • LinkedIn
  • YouTube
  • Heist Calculator (Agency Profit Leakage Tool)