According to the new 2025 Agency Core Research Report, nearly 43% of agencies say finding new clients is harder than ever - up from just 15% in 2023.
Not a surprise when...
33% of agencies say differentiation is a severe challenge
55% highlight a niche in their marketing, but only one-third of prospects actually understand it
That disconnect has real consequences: pipelines dry up, sales cycles drag, pricing comes under pressure, and clients don’t see the value.
Meanwhile, the agencies that are thriving are doing three things consistently:
✅ Positioning around a clear, focused niche
✅ Building a reputation for expertise and trust before the sale
✅ Treating marketing as a priority, not an afterthought
What does all this mean?
1/ Even agencies with a solid differentiation and a clear niche struggle because prospects don’t get it.
--> That's a messaging problem.
2/ Agencies that don't actively prioritize their pipelines (even when the client roster is full) will see them dry up.
--> That's a marketing problem
3/ Long sales cycles and pricing pressure are signs that you have not earned the trust and confidence of your buyers.
--> That's a buyer enablement problem
If your pipeline feels weak right now, the fix isn’t more lead generation.
It’s sharper messaging, stronger marketing, and buyer enablement that make it easy for the right-fit prospects to say “yes.”
- Katie
Let’s talk: schedule a 30-min meeting