Whether it’s social or SEO or content or Hubspot, almost all companies work with vendors. But most of them fail to extract maximum value from these engagements. Many flame out within a few months. The successful, years-long relationships feel like a fluke.
Why? Because no-one teaches CMOs and marketing departments how to work with agencies.
This is the book that fills that gap, and empowers every company to get maximum ROI from their vendor engagements.
Connect the agency with Sales
Agree on a tech stack that works for everyone
Build consensus on personas
Don’t introduce too many cooks to the kitchen
Why this Book? And why, now?
90%+ of companies, from Series A startups to publicly traded behemoths, will use external agencies. However, there’s a serious lack of content out there about what makes an agency engagement work – what creates company-agency fit, and drives results.
My agency has been the agency of record for more than 100 B2B tech companies over the last decade. And before I founded the company, I was on the other side; I was the agency client. I was Head of Growth and CMO at major tech companies, where we worked with numerous agencies.
I’ve seen what works. I’ve seen what doesn’t.
That’s why I wrote this book.
This is your guide to how to make the relationship work, and get value from every cent you spend on an agency engagement. These principles will enable you to turn agency partnerships into the growth engines they were meant to be.
CHAPTERS LIST
1
2
Identify Any Blockers In The Organization
3
Establish Success Metrics
4
Review Any Pre-Existing Plans
5
Create Alignment with Sales
6
Agree On A Tech Stack That Works For Everyone
7
Build Consensus On Personas
8
Don’t Introduce Too Many Cooks To The Kitchen
9
How (and How Not) to Use AI
10
Establish Realistic Time-to-Value Expectations
11
Want Excellence? Create Trust
TESTIMONIALS
Their perspective on key areas of marketing, including positioning and messaging is world class. Getting these right goes hand in hand for a growth strategy, and you do a great job preparing companies for that part of the journey.
Matt Murphy
Menlo Ventures
The Buttered Toast Team brings the confident air of someone who has successfully cracked the code of enterprise software marketing many times over. I found working with them both productive and a pleasure, and at every turn learnt more about the craft of strategic marketing and even my own business! If you are serious about becoming the 800 lb Gorilla in your space Buttered Toast is the team to get you there…
Phil Tee, Ceo
Moogsoft
The Buttered Toast Team did an excellent job understanding why the customer wants to buy and how to help them do it. They weren’t afraid to be creative and experiment with various positioning. The product launch was a huge success.
Alex Lyashok, President
WorkFusion
The Buttered Toast Team listened to our needs and delivered a truly disruptive market position.
James Brear, CEO
Veriflow
Their perspective on key areas of marketing, including positioning and messaging is world class. Getting these right goes hand in hand for a growth strategy, and you do a great job preparing companies for that part of the journey.
Matt Murphy
Menlo Ventures
The Buttered Toast Team brings the confident air of someone who has successfully cracked the code of enterprise software marketing many times over. I found working with them both productive and a pleasure, and at every turn learnt more about the craft of strategic marketing and even my own business! If you are serious about becoming the 800 lb Gorilla in your space Buttered Toast is the team to get you there…
Phil Tee, Ceo
Moogsoft
The Buttered Toast Team did an excellent job understanding why the customer wants to buy and how to help them do it. They weren’t afraid to be creative and experiment with various positioning. The product launch was a huge success.
Alex Lyashok, President
WorkFusion
The Buttered Toast Team listened to our needs and delivered a truly disruptive market position.
James Brear, CEO
Veriflow