Leveling Up

More and more owners of large agencies have proclaimed a key secret to their success: that they are providing more than sourcing.

“The reality was that a historic agency was really just providing sourcing, helping someone find a provider, and the legacy was saving money,” Advantage Communications Group‘s David Gardner said in an interview with Channel Futures earlier this year. 

But for the folks at Advantage, they say they saw the writing on the wall about that years ago. They and many of their peers began working to expand their business.

In many cases, expansion means diversifying one’s technology portfolio to sell more advanced offerings. In other cases, it’s building out actual intellectual property like a customer experience platform. Another group is positioning itself as consultants by providing more in-depth analysis for their clients and charging for their time.