About the research
Funnel partnered with Ravn Research to survey 327 in-house marketing professionals and agency leaders from around the world. Our goal was to uncover the unique challenges agencies face and identify how high-performing teams are staying ahead of the curve. This research is sponsored by Funnel and offers invaluable insights for agency success.
The optimism gap
Marketers suggest AI-driven tech may replace agencies, but agencies are unconcerned. What does this mean for agency-client relationships?
The agency scorecard
Our research uncovers how agencies can improve their performance based on feedback from marketers.
A new vision
Discover the tangible steps agencies can take to thrive in the face of constant change and fierce competition.
“AI is a potential threat both to agencies and internal marketing teams ... and many positions outside of those two. Whether you're sitting in-house somewhere or you're at an agency, you need to take that threat and make it into a positive by embracing the technology and increasing your output as a result of it.”
Luke Gracie
Senior Vice President, Client Services, WebMechanix
“Everyone says, ‘We're data-driven.’ They believe that; just because they're downloading some data, sticking it in Excel and making pivot tables; that makes them data-driven. But a lot of marketing spend is like handing out free pizza vouchers to people who are already in a queue for a pizza place. Sure, they have a one hundred percent conversion rate, but it's because people would've come there anyway.”
Julian Modiano
Co-Founder & CEO, Acuto
“There's a lot of pressure to prove the value of awareness dollars and their impact on performance media. And there is an impatience as always with awareness media among performance media teams, because clients expect a one-to-one relationship with cause and effect like they get with performance marketing.”
Susan Cunningham
Executive Director, Managing Partner, Marketing Intelligence & Data Science, Wavemaker
