What's Happening?
Marketing agencies are being encouraged to move away from 'duct tape marketing'—a practice of using quick fixes and temporary solutions—and instead adopt systemic delivery models that focus on long-term growth and scalability. This shift is driven by the increasing demands of modern brands for personalization, data integration, and enterprise-grade delivery. Agencies are advised to work with end-to-end, engineering-led partners to create robust systems that can handle the complexities of modern marketing. The current trend shows a move towards durable systems that can support the weight of modern marketing expectations, as opposed to fragile stacks of freelancers and off-the-shelf tools.
Why It's Important?
The transition to systemic delivery models is crucial for marketing agencies to remain competitive and meet the evolving demands of clients, particularly large enterprises. As marketing outcomes become increasingly tied to technology performance, agencies that fail to adapt may find themselves sidelined. The ability to deliver stable, scalable, and governed marketing technology is becoming a non-negotiable expectation from clients, especially those in the Fortune 500. This shift not only impacts the agencies' ability to retain and attract clients but also affects their internal operations, as systemic delivery can protect agency margins and team energy by reducing reliance on manual processes.
What's Next?
Agencies are expected to continue moving towards systemic delivery models, with a focus on consolidating tools and data into a single customer view and automating processes across channels. This approach will enable agencies to measure ROI in real-time and create new revenue streams. The industry is likely to see more partnerships with engineering-led firms that can provide the necessary technology infrastructure. As agencies build these capabilities, they will be better positioned to meet the demands of modern marketing and achieve long-term growth.
