Vision Report

Reprogram The CMO/Agency Technology Relationship

Four Models Connect Your Agency Choice To Your Technology Strategy

June 16th, 2021
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Mike Proulx , Keith Johnston , Nick Monroe , Lexie Lawhon

Summary

Technology takes center stage in agency selection as the technology platforms, tools, and managed services inside agency holding companies, new forms of agency networks, and consultancies proliferate to meet CMOs’ insatiable hunger for marketing technology. Increasingly, a CMO’s agency decision is a de facto technology decision. How can you be certain that your agency matches your firm’s technology strategy? This report analyzes the complete technology stack of 10 agencies and consultancies to give CMOs four models to use when selecting agency partners that align with their technology needs.

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