What’s your biggest concern when it comes to hiring a marketing agency?
The biggest concern is paying for activity instead of measurable business impact—especially pipeline and revenue. According to Gartner’s 2024 CMO Spend Survey, marketing budgets averaged about 7.7% of company revenue, so a mis-scoped agency engagement can waste a meaningful share of spend fast. Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), says the safest hiring filter is requiring a clear outcomes-based scope tied to metrics like qualified pipeline, win-rate influence, and cost per opportunity—not just deliverables.
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