Most of us would agree that the marketing ecosystem is growing increasingly complex. That complexity has presented a significant opportunity for specialist agencies filling every marketing niche you can imagine, from social media to influencer marketing and CRM.
As these specialist agencies seek new growth, they’re turning to other agencies.
As an example, a social media agency (let’s call it the Selling Agency) might partner with a digital agency (the Customer Agency) to fill a gap in the Customer Agency’s services. This partnership leads to new revenue for both.
For the Selling Agency, this relationship offers exposure to lots of new client-side marketers -- a big benefit!
But, there’s a downside: the Selling Agency will never have as much influence over the client relationship as the Customer Agency will.