The New Rules of Growth: How U.S. Agencies Are Adapting
If your agency's growth didn't go to plan last year, you aren't an outlier—you’re the norm. Research shows that 76% of U.S. agencies find winning new business significantly harder than it was 12 months ago. Sales cycles are stretching, and traditional "business development" is failing to deliver.
However, a new playbook is emerging. Christian Banach, Founder and Chief Growth Officer of Christian Banach LLC, suggests that the agencies still landing six- and seven-figure enterprise deals aren't just trying harder; they are following four "new rules" of growth.
1. Referrals are an Outcome, Not a Strategy
While 71% of agencies rely on referrals, they are unpredictable and outside your control. Thriving agencies treat relationship-building as a system. They define specific target accounts, build thought leadership tailored to those personas, and commit to long-term nurturing rather than waiting for the phone to ring.
2. Build a Machine, Not a Rainmaker
Many agencies waste thousands hiring a "senior biz dev" with a big Rolodex, only for them to fail within 18 months. Successful firms build a repeatable business development system first. When you have a system for positioning, demand gen, and signal-based prospecting, you stop looking for a savior and start hiring people to operate your machine.
3. Brand is Half the Job
In B2B, 80% of buyers have a preferred vendor in mind before they ever contact an agency. If you only invest in bottom-of-funnel performance, you're competing for a shortlist that has already been formed. Research suggests a balance of roughly 46% brand building and 54% activation is the "sweet spot" for top performers.
4. Content-Based Networking
Cold outreach is losing its effectiveness. Instead of asking for "15 minutes to introduce the agency," leading firms use content as a Trojan horse. By inviting target CMOs to be featured on podcasts or research reports, you offer a platform rather than a pitch. This builds trust and chemistry naturally over time.
Get Ready for the 2026 Agency Growth Book
We are currently preparing the 2026 Edition of The Agency Growth Book, featuring all-new strategies for the year ahead. Please download our existing versions and follow us or register for our newsletter to get updates first.
