Vision Report

Modernize The Marketing Partner Model With Human/Technology Equivalents

Bolster Talent, Technology, And Revenue By Permanently Coupling Each In Compensation

October 1st, 2021
With contributors:
Sharyn Leaver , Jon Erickson , J. P. Gownder , Ted Schadler , Alex Sobchuk , Lexie Lawhon , Rachel Birrell


The paradoxical marketing mantra of “do more with less” combined with a compromised partner economic model hinders CMOs’ ability to deliver higher returns at lower costs. To achieve both, CMOs and agency leaders must take the bold step of permanently coupling employees with technology in a new economic model that we call the human/technology equivalent (H/TE). Implementing H/TEs requires allocating digital solutions, focusing employee efforts on high-value work, and pricing to scale marketing.

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