Digital agencies and marketing technology (martech) consultancies operate in a dynamic, hyper-competitive, and margin-constrained environment. Like management consultancies, they often base the work of their strategy teams on their vendor partners, but this leads to commoditisation – via sameness – and clients that recognize the conflict.
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The shift squeezing agencies

CRM and martech vendors – and their agency partners by extension – have enjoyed unfettered success in the early years of ‘digital transformation’, enabled by markets that lacked their own genuine knowledge of marketing or customer domains. In that environment, vendors could lead the narrative. But times are changing. Companies are increasing their investment in staff education, and so agency strategy and technology consulting teams will find it harder to be the expert in the room – and to differentiate from their competitors.

All agency teams benefit by understanding the customer asset and its nuanced demands on systems, the Engagement Stack, interaction libraries, and interaction architecture whilst technical teams will find their work - and their influence - supercharged by greater depth in applied information theory. Whether upskilling your agency teams, or partnering with your clients on a common language and disciplinary framework on which to stage higher value, longer term partnerships, we have you covered.

Recommendation

We recommend the Mini MBA in Customering for all management and strategy leads and their teams, and the Mini MBA in Customer Technology for all strategy and technology consulting teams.

Make the Field Bell Institute part of your CPD and quality education program.