Agency And Vendor Management

Agency & Vendor Management

Overview

This skill covers how B2B marketers should select, structure, brief, and manage relationships with external agencies, freelancers, and vendors — including PR firms, content agencies, creative partners, SEO agencies, paid media specialists, and emerging AI-focused vendors. All practices are sourced exclusively from guests on the Exit Five podcast. No general best practices have been added.

Selecting the Right Agency or Vendor

PR Agencies

• Prioritize boutique PR agencies (typically under 10 people) with strong geographic specialization over large firms. Large agencies assign junior staff to your account and rotate them out; boutique agencies ensure a senior person attends every meeting and owns the relationship day-to-day. Budget $7,000–$14,000 monthly depending on geography and scope ($84,000–$168,000 annually). (Source: Priscilla Barolo, Episodes #302 and #193)
• During the pitch process, verify exactly which people will be on your day-to-day team — not just who presents. (Source: Priscilla Barolo, Episode #302)
• Vet PR agencies by asking them to come prepared with specific journalist names and specific publication targets they plan to pitch. This tests whether they have real relationships and understand your media landscape. Reject proposals that include undefined research phases or vague "big ideas" without concrete execution details. (Source: Priscilla Barolo, Episode #302)

Creative and Design Agencies

• Evaluate creative agencies primarily by reviewing their actual portfolio and past work. If you like their work, hire them and trust them to deliver in that style. If you don't like their portfolio, find a different agency — do not hire an agency whose work doesn't match your vision and then try to redirect them toward a different aesthetic. (Source: Dave Gerhardt, Episode #153)
• Use design-as-a-service agencies and external creative partners to maintain creative velocity and avoid bottlenecks when in-house resources are tied up in operational work. Maintain a list of external creative partners you can tap on-demand. (Source: Dave Gerhardt, Episode #153) (Note: this is contested — see Where Experts Disagree)

Strategic Positioning Partners

• As a first-time CMO, bring in a small, specialized agency partner (not a large agency) who can work in the weeds with you on positioning, category positioning, and messaging. This agency should be willing to do quick, foundational positioning work that becomes the basis for your website refresh and brand transformation. A trusted long-term agency relationship can become a "secret weapon" you carry across multiple companies. (Source: Kimberly Storin, Episode #229) (Note: the value of long-term retainer relationships is contested — see Where Experts Disagree)

Content Agencies

• Cut content agencies that produce generic, SEO-optimized content without a brand point of view — content that could be replicated by an AI tool. Replace them with a single trusted in-house content person who understands your space and can develop a strong perspective, owning all content representation across channels (blog, LinkedIn, etc.). (Source: Kevin White, Episodes #286 and #179) (Note: this is contested — see Where Experts Disagree)

SEO and Content Execution Agencies

• Reject sprint-based or retainer engagements that drip out work over 6–12 months under the justification that "SEO takes time." SEO improvements — internal linking, content optimization, crawlability fixes — can show results in weeks. Front-load all strategic work in the first 2–3 months, then let your team execute independently. Use sprint-based engagements organized around specific initiatives (e.g., internal link sprint, content refresh sprint) rather than checkbox deliverables like "2 briefs per week." (Source: Brendan Hufford, Episode #242) (Note: this is contested — see Where Experts Disagree)

Paid Media Specialists

• Outsource paid ads technical execution (platform mastery, bidding tactics, repetition) to expert freelancers rather than hiring full-time, especially early. Keep positioning, messaging, creative strategy, and campaign linkage to product launches in-house. (Source: Domi de Saint-Exupéry, Episode #332) (Note: this is contested — see Where Experts Disagree)

Out-of-Home Media Buying

• Work with dedicated out-of-home media buying agencies or freelancers who understand billboard inventory, transit placements, and neighborhood-level targeting. They can identify which specific intersections, highways, and transit stops offer the best visibility and dwell time for your target audience. Named examples include Burners Boley, Simon Mills (freelancer), and Kingston Starr Media. (Source: Amrita Gurney, Episode #287)

AI Creative Vendors

• Before building an internal AI creative team, hire a contractor or work with an agency to test and validate AI creative workflows. Use this phase to understand what's possible, identify which tools work best for your use cases, and document processes before committing to a full-time hire. (Source: Luke, Episode #345) (Note: this is contested — see Where Experts Disagree)

Briefing and Setting Up Vendors for Success

• Invest time in creating comprehensive briefs for freelancers that explain context, goals, and expectations. A well-written brief prevents repeated clarifying questions, avoids unrealistic timeline expectations, and allows freelancers to work more independently and efficiently. (Source: Sara Lattanzio, Episode #268)
• Before outsourcing any marketing function, first do it in-house at small scale to understand what good looks like, how it should be measured, and how it fits into overall strategy. Only then outsource with a clear brief that includes goals, measurement approach, and expected outputs. This prevents black-box spending and ensures you can evaluate whether outsourced work is actually working. (Source: Taylor Udell, Episode #190) (Note: this is contested — see Where Experts Disagree)
• When starting a new marketing function (SEO, paid search, events, etc.), do it in-house first to understand the inputs, mechanics, and what actually works. Only after proving the concept should you decide whether to hire an agency or scale. (Source: Bruno Estrella, Episode #180) (Note: this is contested — see Where Experts Disagree)

Managing Creative Relationships

• When reviewing creative work, give specific, actionable feedback — not vague reactions. Instead of "I hate this," identify the specific element and explain why. For example: "I don't like the blue because it reminds me of Salesforce, which feels too corporate." This helps the creative team understand your actual preference rather than just your surface reaction, and accelerates iteration. (Source: Eli Rubel, Episode #153)
• If you hire an outside creative expert or agency and pay a premium for their work, trust them to execute. Set clear expectations upfront via the brief and stakeholder alignment, then get out of the way. The marketer's role is to provide timely, specific feedback and make decisive go/no-go calls — not to direct the creative process. (Source: Eli Rubel, Episode #153)

Managing PR Agency Relationships

• PR agencies require active partnership to succeed. Provide: (1) documented talk tracks and messaging frameworks for executives; (2) early briefings on product announcements so the agency understands both the product and why it matters to customers; (3) executive availability for interviews and contributed content; (4) willingness to support earned media with contributed content and pay-for-play in tougher markets. This is a two-way relationship requiring internal investment. (Source: Priscilla Barolo, Episodes #302 and #193)

Vetting and Onboarding Contractors

• Before hiring a contractor for content creation at scale, assign a small paid test project that mirrors the actual work. For technical content, hire contractors with demonstrated experience in the relevant tool or platform. Evaluate their first 2–3 pieces; if quality is good, continue; if not, move to the next contractor. Expect to pay for some test assignments that don't result in ongoing work — this is a small cost to identify reliable contractors. (Source: Madhav Bhandari, Episode #183)

Creator and Influencer Partnerships

• After a successful 90-day pilot with a creator or influencer, transition from bundled one-off posts (e.g., 3 sponsored posts) to longer-term partnerships (e.g., 9-month ongoing activations). This allows you to layer in additional activation types (webinars, in-person events, micro-events), test new channels, and build deeper relationships with creators who have proven effective. Ensure measurement scales with growth so you can continue reporting impact to leadership. (Source: Brianna Doe, Episode #305)

Learning From Agency Relationships

• Actively network with marketing agencies and consultants who specialize in specific areas (LinkedIn ads, email, webinars, etc.). Agencies work with dozens of companies and accumulate deep comparative insights across industries and tactics. Be willing to take their pitches and sales conversations seriously as learning opportunities. (Source: Jessica Andrews, Episode #217)
• Rely on your SEO expert — whether in-house or agency — to guide AEO tool selection and strategy rather than evaluating every new tool yourself. Your SEO expert is likely already tracking AEO changes and understands which tools are worth pursuing for your situation. This prevents tool proliferation and keeps strategy grounded in expertise. (Source: Dave Steer, Episode #324)

The Evolving Role of Agencies in an AI World

• As AI automates traditional agency services (design, copywriting, video production), agencies should pivot to building customized agentic workflows for clients — instrumenting autonomous agents tailored to each client's specific needs and integrating them into the client's workflows. This creates ongoing value and differentiation that's harder to commoditize than one-off deliverables. (Source: Kieran Flanagan, Episodes #318 and #257)

Where Experts Disagree

1. Should you execute a marketing function in-house first before hiring an agency, or outsource early to accelerate learning?

Support summary: 2 vs 2 — evenly split

Position A — Execute in-house first, then outsource: Taylor Udell (Episode #190) and Bruno Estrella (Episode #180) both argue that you should always do a marketing function in-house at small scale before outsourcing. Udell's reasoning: you need to understand success criteria and measurement before you can write a clear brief or evaluate whether outsourced work is actually working. Estrella's reasoning: doing it in-house first lets you understand the inputs, mechanics, and what actually works — only then should you decide whether to hire an agency or scale. Both argue that outsourcing before you understand the function leads to black-box spending and an inability to hold vendors accountable.

Position B — Outsource early to expert specialists: Domi de Saint-Exupéry (Episode #332) and Luke (Episode #345) argue the opposite for technically specialized functions. De Saint-Exupéry recommends outsourcing paid ads technical execution to expert freelancers early — rather than requiring in-house mastery first — as a way to reduce hiring risk and accelerate learning while retaining control over strategy and messaging. Luke recommends hiring a contractor or agency as the first step to test and validate AI creative workflows, explicitly using external help to learn rather than learning internally first.

Context dependency: The "in-house first" advocates speak broadly about any marketing function, while the "outsource early" advocates focus on technically specialized areas (paid ads, AI creative). However, paid ads is exactly the kind of function Udell and Estrella would include in their advice, making this a genuine disagreement on approach — not just a difference in scope.

Trend note: The two "outsource early" supporters (Episodes #332 and #345) are both from 2026, while the "in-house first" supporters (Episodes #180 and #190) are from late 2024. This may reflect a shift toward trusting external specialists earlier as marketing functions become more technically complex.

What this means for you: If you're evaluating a function where platform expertise is deep and rapidly evolving (paid ads, AI tooling), the case for outsourcing early to an expert is stronger. If you're evaluating a function where judgment and brand alignment matter most (content, events, positioning), the case for in-house first is stronger. Getting this wrong in either direction is costly: outsourcing too early can mean wasted budget on a function you can't evaluate; insisting on in-house mastery first can slow down channels that require deep platform expertise to execute well.

2. Should you replace content agencies with in-house talent, or use external agencies to maintain creative velocity?

Support summary: 2 vs 1 — majority favor replacing generic content agencies with in-house talent

Position A — Replace generic content agencies with in-house talent (majority): Kevin White (Episodes #286 and #179) argues that content agencies producing perspective-less, SEO-optimized content should be cut and replaced with a single trusted in-house content person who understands your space and can develop a strong point of view. His reasoning: generic agency content doesn't differentiate your brand, doesn't resonate with sophisticated audiences, and is increasingly indistinguishable from AI-generated output. One in-house person who owns all content representation across channels (blog, LinkedIn, etc.) is more valuable than an agency producing volume without perspective.

Position B — Use external agencies to maintain creative velocity: Dave Gerhardt (Episode #153) argues that marketing leaders should use design-as-a-service agencies and external creative partners to maintain creative velocity and avoid bottlenecks when in-house resources are tied up in operational work. His reasoning: the job is to get work done well, not to do it all in-house. Maintaining a list of on-demand external creative partners prevents situations where you're ready to launch but can't because your designer is blocked.

Context dependency: White's advice specifically targets content and copy agencies producing generic SEO work; Gerhardt's advice focuses on design and creative execution. However, the underlying philosophies conflict — White argues in-house is better for quality and perspective, while Gerhardt argues external partners are essential for velocity and scale.

What this means for you: These positions are not necessarily mutually exclusive in practice. You might cut a generic content agency (White's advice) while simultaneously maintaining external design partners for execution velocity (Gerhardt's advice). The key question is whether the agency in question is producing work with a genuine brand perspective or generic optimized output.

3. Should you use long-term retainers or sprint-based engagements for content and SEO agencies?

Support summary: 1 vs 1 — evenly split

Position A — Long-term retainer relationships create strategic value: Kimberly Storin (Episode #229) recommends bringing in a small, specialized agency partner on an ongoing basis to develop positioning, messaging, and content. Her reasoning: a long-term relationship allows the agency to become deeply embedded in your company's perspective and serve as a trusted "secret weapon" across multiple initiatives. The ongoing relationship is what creates value — not a one-time engagement.

Position B — Reject retainers; use sprint-based engagements: Brendan Hufford (Episode #242) argues that long-term retainers for content and SEO work misalign incentives by encouraging agencies to drip out work over time rather than deliver upfront. His reasoning: the "SEO takes 6–12 months" narrative is used to justify retainers, but SEO improvements can show results in weeks. Sprint-based engagements organized around specific initiatives (internal link sprint, content refresh sprint) front-load all strategic value in 2–3 months, then let the client execute independently.

Context dependency: Storin's advice is aimed at first-time CMOs needing strategic positioning help; Hufford's advice targets content and SEO execution work. However, both are speaking to ongoing agency relationships in general, and their underlying philosophies about retainer value genuinely conflict.

What this means for you: The type of work matters. For strategic positioning and messaging work where relationship depth and institutional knowledge compound over time, a long-term partnership may be justified (Storin). For execution-oriented content and SEO work where deliverables are discrete and measurable, sprint-based engagements may better align incentives (Hufford). Be skeptical of any agency that uses "it takes time to see results" as the primary justification for a long retainer without front-loading strategic work.

What NOT To Do

• Don't hire a large PR agency expecting senior attention. Large agencies will assign junior staff to your account and rotate them out. (Source: Priscilla Barolo, Episodes #302 and #193)
• Don't accept a PR agency pitch that lacks specific journalist names and publication targets. Vague pitches with undefined research phases signal a lack of real media relationships. (Source: Priscilla Barolo, Episode #302)
• Don't hire a creative agency whose portfolio doesn't match your vision and then try to redirect them. That mismatch leads to friction and mediocre results. (Source: Dave Gerhardt, Episode #153)
• Don't give vague, reactive feedback on creative work ("I hate this"). Identify the specific element and explain why. (Source: Eli Rubel, Episode #153)
• Don't micromanage creative experts you've hired. If you've paid a premium for their expertise, set expectations upfront and let them execute. (Source: Eli Rubel, Episode #153)
• Don't continue paying a content agency that produces generic, perspective-less SEO content that could be replicated by an AI tool. (Source: Kevin White, Episodes #286 and #179)
• Don't accept the "SEO takes 6–12 months" narrative as justification for a long retainer without scrutinizing whether the agency is front-loading strategic work or dripping it out. (Source: Brendan Hufford, Episode #242)
• Don't outsource a marketing function before you can define what success looks like — unless you're deliberately using the external partner to learn (see disagreement above). (Source: Taylor Udell, Episode #190; Bruno Estrella, Episode #180)
• Don't hire a contractor at scale without a paid test assignment first. Expect to pay for some tests that don't result in ongoing work — it's a small cost to identify reliable contractors. (Source: Madhav Bhandari, Episode #183)
• Don't chase every new AEO tool yourself. Rely on your SEO expert to evaluate and recommend tools worth pursuing. (Source: Dave Steer, Episode #324)

Sources