Why functionality beats flashy dashboards for agency growth with GoHighLevel + the Marketer’s Toolkit.

In this episode of In The Spotlight, Virginia sits down with Charles Higgins, a CRM veteran with over 20 years of experience in the automotive world (Ford, Toyota, Cox Automotive). From Rolodexes to SaaS, Charles has seen every stage of CRM evolution — and now he’s helping agencies and entrepreneurs unlock the full potential of GoHighLevel with the Marketer’s Toolkit.

Charles reveals why functionality matters more than flashy dashboards, how the Marketer’s Toolkit bridges usability gaps, and why true vendor partnerships (not just tools) are the key to scaling successfully.

✨ What you’ll hear in this episode:

• The evolution of CRMs from automotive to SaaS
• Why Charles chose GoHighLevel in 2019 and never looked back
• His favorite Marketer’s Toolkit features: header buttons, iFrames, collapsible columns, announcements, and more
• The difference between a vendor and a vendor partner — and why it matters for agencies
• Real-world usability tips that keep clients happy and subscribed month after month
• The power of the Marketer’s Toolkit community and Tom’s commitment to supporting agencies

If you’re an agency owner, SaaSpreneur, or HighLevel user, this episode is packed with actionable insights to help you scale smarter, not flashier.

👉 Don’t forget to subscribe for more In The Spotlight interviews with top agency leaders and HighLevel innovators.

💡 Learn more at themarketerstoolkit.com

⏱️ Episode Timestamps

• [00:00] Welcome & introduction of Charles Higgins
• [01:06] How Charles discovered the Marketer’s Toolkit
• [02:32] From automotive CRMs to GoHighLevel — 20 years of lessons
• [03:17] First impressions of HighLevel in 2019
• [04:21] Making SaaS scalable for small businesses
• [05:09] The Toolkit feature that won him over
• [06:02] Vendor vs. vendor partner — what agencies need to know
• [07:20] Why usability matters more than looks
• [08:12] Favorite feature: header buttons & new header folders
• [10:22] Pop-up iFrames, knowledge centers & client portals
• [11:34] Running a changelog & uptime monitor inside HighLevel
• [12:30] Using the Toolkit for offers & customizations
• [13:19] Collapsible columns, drag-and-drop, and minimal UI
• [14:33] Why the Toolkit adapts faster than custom code
• [15:18] Service + support: why agencies stick around
• [16:11] Running NPS surveys & feature requests with Toolkit
• [17:22] New announcements feature in action
• [18:02] Advice for Toolkit newbies: prioritize functionality
• [19:28] Little features that make a huge difference
• [21:03] Why functionality always beats flash
• [21:48] Closing thoughts + the power of the Toolkit community