{"id":7031065,"date":"2026-08-07T00:18:12","date_gmt":"2026-08-07T00:18:12","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/why-marketing-agencies-must-shift-from-deliverables-to-strategy\/"},"modified":"2026-08-07T00:18:12","modified_gmt":"2026-08-07T00:18:12","slug":"why-marketing-agencies-must-shift-from-deliverables-to-strategy","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7031065","title":{"rendered":"Why Marketing Agencies Must Shift From Deliverables to Strategy"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"\">\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Catch the Full Episode<\/h4>\n<p><iframe loading=\"lazy\" style=\"border: medium none currentcolor;\" title=\"Embed Player\" src=\"https:\/\/play.libsyn.com\/embed\/episode\/id\/42343295\/height\/192\/theme\/modern\/size\/large\/thumbnail\/yes\/custom-color\/44cce4\/time-start\/00:00:00\/playlist-height\/200\/direction\/backward\/download\/yes\/font-color\/1a2854\" width=\"100%\" height=\"192\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Overview<\/h4>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-86282 \" src=\"https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner-300x300.png\" alt=\"Duct Tape Marketing Podcast cover art featuring guest Brian Gerstner, hosted by John Jantsch, for the episode AI Is Rewriting How Customers Choose Your Business\" width=\"423\" height=\"423\" srcset=\"https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner-300x300.png 300w, https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner-1024x1024.png 1024w, https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner-150x150.png 150w, https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner-768x768.png 768w, https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner-75x75.png 75w, https:\/\/ducttapemarketing.com\/wp-content\/uploads\/2026\/08\/Brian-Gerstner.png 1080w\" sizes=\"auto, (max-width: 423px) 100vw, 423px\"\/><\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\">9 out of 10 agency clients say their agency helps them succeed. 4 out of 10 also plan to shrink that relationship within a year. Brian Gerstner has the research to explain how both are true, and it\u2019s less dire than it sounds.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\">Gerstner co-founded Agency Core, which surveyed 579 agency leaders and 400 clients in 2026 on how AI is changing agency work. He and I talk through why agencies are landing in different camps: some have built real authority and charge more for it, some are still figuring out where AI fits, and plenty have room to move from routine deliverables toward strategy work.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\">This one\u2019s for agency owners and marketing consultants feeling the ground shift under AI. They cover niching down without shrinking your whole business, why pricing power still exists for the right positioning, and the marketing leadership gap AI has exposed.<\/p>\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Guest Bio<\/h4>\n<p class=\"font-claude-response-body break-words whitespace-normal\" dir=\"ltr\">Brian Gerstner is co-founder of Agency Core, an independent research initiative studying how agencies are adapting their business models in the AI era. He\u2019s also president of White Label IQ, a 90-person team that works exclusively with agencies on outsourced production and development work. Gerstner has spent more than 20 years in the agency business and built Agency Core to surface the attitudes and behaviors driving agency success, in addition to the tactics.<\/p>\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Key Takeaways<\/h4>\n<ul class=\"[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1\" dir=\"ltr\">\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Only 13 to 16% of agency owners fully execute on the strategic priorities they name as most important.<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Niching down doesn\u2019t require picking an industry. A region, attitude, or strategic approach can build the same \u201cconfident differentiator\u201d status.<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Client demand for agencies hasn\u2019t dropped. The questions clients ask have changed, from \u201ccan you build this\u201d to \u201cshould we do this.\u201d<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Commoditized deliverables (brochures, basic content, routine reports) are losing pricing power fast. Strategy, judgment, and direction are not.<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">29% of clients expect fee reductions tied to AI, while clients working with a differentiated, authoritative agency are willing to pay more, not less.<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">Chasing AI as a standalone offer is a shrinking window. It\u2019s already table stakes, and clients want it used intentionally rather than pitched as the product.<\/li>\n<\/ul>\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Great Moments<\/h4>\n<ul class=\"[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1\" dir=\"ltr\">\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">[02:43] \u2013 What separates a \u201cconfident differentiator\u201d agency from the rest<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">[05:49] \u2013 Only 13 to 16% of agency owners fully execute their own top priorities<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">[07:56] \u2013 Gerstner reconciles the two seemingly contradictory client statistics<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">[14:07] \u2013 What the pricing data shows about fees, AI, and expertise<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">[17:49] \u2013 Niching down doesn\u2019t mean picking one industry, it means having a focus and sticking to it<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">[20:17] \u2013 The hidden challenge: retraining an existing team that isn\u2019t built for the work agencies need now<\/li>\n<\/ul>\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Memorable Quotes<\/h4>\n<ul class=\"[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1\" dir=\"ltr\">\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">\u201cThere\u2019s a reason the compass was invented before the clock. It\u2019s because it\u2019s more important to know where you\u2019re going.\u201d \u2014 Brian Gerstner<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">\u201cThere is still probably more opportunity than ever before if you can take the time to see it.\u201d \u2014 Brian Gerstner<\/li>\n<li>\u201cIf you focus down, if you niche in, if you lean into an area, it is an investment. It\u2019s hard. Growth is painful.\u201d \u2014 Brian Gerstner<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">\u201cComing in the strategy door is a far better relationship than coming in the vendor door.\u201d \u2014 John Jantsch<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">\u201cThe moment other people start saying these people have a great reputation in this area, that\u2019s when you\u2019re truly establishing that confident differentiating position.\u201d \u2014 Brian Gerstner<\/li>\n<li class=\"font-claude-response-body whitespace-normal break-words pl-2\">\u201cYou\u2019re gonna have to hire a strategic thinker who can become a leader, because the doers, we can outsource.\u201d \u2014 John Jantsch<\/li>\n<\/ul>\n<h4 class=\"mt-2 -mb-1 text-base font-bold\" dir=\"ltr\">Resources<\/h4>\n<p><span id=\"tve_leads_end_content\" style=\"display: block; visibility: hidden; border: 1px solid transparent;\"\/><\/div>\n<div style=\"\" data-css=\"tve-u-16ec6330c3d\">\n<p data-css=\"tve-u-16ec63492a5\"><span class=\"thrive-shortcode-content\" data-attr-link=\"0\" data-attr-rel=\"0\" data-attr-target=\"1\" data-extra_key=\"\" data-option-inline=\"1\" data-shortcode=\"tcb_post_tags\" data-shortcode-name=\"Post Tags\" style=\"\" data-css=\"tve-u-16ec635199f\">Agency Core, agency pricing, agency strategy, AI marketing, Brian Gerstner, niche marketing, White Label IQ<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Catch the Full Episode Overview 9 out of 10 agency clients say their agency helps them succeed. 4 out of 10 also plan to shrink that relationship within a year. Brian Gerstner has the research to explain how both are true, and it\u2019s less dire than it sounds. Gerstner co-founded Agency Core, which surveyed 579 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7031066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[15467,194729,194730,40865,25275,194731,39991,8402,30774,11637,11636,194732],"dealstore":[],"offerexpiration":[],"class_list":["post-7031065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-agencies","tag-agency-core","tag-agency-pricing","tag-agency-strategy","tag-ai-marketing","tag-brian-gerstner","tag-deliverables","tag-marketing","tag-niche-marketing","tag-shift","tag-strategy","tag-white-label-iq"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Marketing Agencies Must Shift From Deliverables to Strategy - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7031065\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Marketing Agencies Must Shift From Deliverables to Strategy - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Catch the Full Episode Overview 9 out of 10 agency clients say their agency helps them succeed. 4 out of 10 also plan to shrink that relationship within a year. 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