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
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Keith Johnston, VP, Group Director
Keith Johnston VP, Group Director
With contributors:
Sharyn Leaver , Jon Erickson , J. P. Gownder , Ted Schadler , Alex Sobchuk , Lexie Lawhon , Rachel Birrell

Summary

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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