How This Bootstrapper Built a CRM Consultancy After Leaving Agency Life Behind

John Martin knew he wasn’t going to find what he was looking for working for someone else.

He’d tried—multiple times, in fact. He’d worked in marketing agencies, freelanced in film production, and even helped build a workforce enablement software solution. Each role gave him skills and experience, but none provided the freedom or trust he craved to execute big ideas. 

So, on September 27th, 2024, he decided it was time to bet on himself.

That’s the day he filed the paperwork for Magpie Brain LLC, the corporate name behind his two DBA brands: Surgical Lead Gen and Surgical Inbound. “It felt like pulling the ripcord,” John says. “There’s something exhilarating—and terrifying—about officially starting your own business.”

John’s journey to entrepreneurship wasn’t the typical lemonade-stand-as-a-kid story. Growing up in a suburban home with a doctor father and a self-employed massage therapist mother, he was surrounded by hard work but not necessarily the entrepreneurial grind. 

His path wasn’t linear—it zigzagged through landscaping jobs, film school, freelance gigs, and agency roles. But every step, no matter how unrelated it seemed at the time, prepared him for the business he’s building now.

After earning a degree in film, John spent years navigating the chaos of production sets, problem-solving logistics, and managing projects. “I always loved the problem-solving aspect of production,” he explains. “The chaos was a bonus—or maybe a curse, depending on the day.” 

When COVID hit, he pivoted into health and safety supervision for production sets, a niche role that gave him a taste of creating solutions in a high-pressure environment.

“Those years taught me how to think on my feet,” John says. “There’s nothing like being thrown into a chaotic environment and being forced to find a solution—fast.” This scrappy, problem-solving mindset became the backbone of his approach to business. 

Whether it was managing logistics on a production set or troubleshooting a broken sales process for a marketing agency, John developed a knack for identifying what wasn’t working and figuring out how to fix it.

It wasn’t until he started working in marketing agencies that he found his next big problem to solve: outdated CRM processes. “I’d be sitting in these meetings where everyone was still using spreadsheets and manual updates, and it drove me nuts,” he says. “I saw how much better things could be with a well-built CRM, but getting people to adopt change is another story entirely.”

John dove headfirst into learning HubSpot, a platform he now champions in his consultancy. “Every other CRM I’ve worked with just makes me love HubSpot more,” he jokes. But his passion for CRMs wasn’t just about the tech—it was about what the right tools could do for a business. 

“A good CRM doesn’t just organize data; it transforms how a business operates. It makes processes repeatable, interactions higher quality, and teams more effective.”

Still, convincing people of the value of CRM systems wasn’t easy. John recalls how many businesses were hesitant to change because they were stuck in their ways. “I get it—change is uncomfortable. But the reality is, without modern tools, businesses are leaving opportunities on the table,” he says. His ability to communicate this message effectively became one of his strongest assets as he built his consultancy. “It’s not just about selling a product. It’s about showing people how their business can run better with the right tools.”

By 2023, John found himself bouncing between agency jobs, trying to carve out roles where he could implement his ideas. At one point, he worked in new business coordination for a portfolio of agencies, attempting to modernize their sales processes with HubSpot. “It was frustrating because I could see the potential, but I wasn’t in a position to make decisions,” he recalls. After two months at another agency that wasn’t the right fit, he decided enough was enough.

“I realized I had everything I needed to do this on my own,” John says. “I knew I could build something better—something that focused on what I believe in: solving problems, not just following routines.”

That realization led to the creation of Surgical Lead Gen and Surgical Inbound, two sides of a CRM enablement consultancy designed to help businesses streamline their sales processes and inbound marketing strategies. Both brands are tied together by John’s expertise in integrating these efforts through HubSpot.

Starting out, John had no employees, no clients, and no backup plan. What he did have was a deep understanding of the problems his future customers were facing and a clear vision for how to solve them. 

“The first step is simple: get profitable,” John says. “For me, that means activating two clients a month, which feels manageable and sustainable.”

While his venture is still in its early days, John’s scrappy approach to business is already serving him well. “You don’t need a huge team in-house,” he explains. “You just need good people in your network who you can trust to deliver when needed.” Drawing from his background in production and agency work, John has built a roster of freelancers and specialists he can call on, from web developers to social media managers.

“Freelancers and contractors are the unsung heroes of businesses like mine,” he says. “I don’t have the overhead of a big team, but I can still deliver high-quality results to my clients because I know who to call when I need something done.” This flexibility allows John to scale his operations without losing the personal touch that sets his business apart.

He credits Thrive with helping him refine this approach. “The community has been incredible for finding talent and support,” he says. “It’s not just about venting on tough days—it’s about having a network of people who genuinely want to help each other succeed.”

Looking ahead, John’s vision for his consultancy is clear: steady growth, strong relationships, and maintaining the flexibility that drew him to entrepreneurship in the first place. “I don’t want to grow too fast and lose what makes this work fulfilling,” he says. “It’s about staying focused on the clients and delivering real results.”

John’s journey isn’t just about starting a business; it’s about taking control of his career and proving to himself that he can build something from scratch. “I’ve spent so much of my career working under other people, trying to fit into roles that weren’t quite right,” he reflects. “Now, I finally get to do things my way, and that’s worth every challenge.”

“I’ve learned that entrepreneurship isn’t about having all the answers upfront—it’s about figuring them out as you go,” John says. “There’s no perfect plan. You just have to start and be willing to adapt along the way.” This mindset has been key to his early success and will undoubtedly shape the future of his business.

As he looks to the future, John is confident in the path he’s chosen. “The work isn’t easy, but it’s mine,” he says. “And that makes all the difference.”

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