Dalton Survey: What Marketing Leaders Really Want from Their Agencies
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The Brief:
- Results remain king – 40% of marketing leaders prioritize agencies with a proven track record. Agencies must connect creative thinking to business performance by demonstrating real-world impact.
- Unclear ROI creates the most frustration – 49% of marketing leaders cite high costs and unclear ROI as their biggest frustration. Agencies that communicate results and translate these findings into action will find the most success.
- Keep clients informed on AI use – More than one-third of marketing leaders state they’re not confident in agency partners effectively or responsibly using AI. Agencies that clearly lay out the use-cases for AI will build stronger trust with clients.
- Marketing leaders are bringing more work in-house – Almost 45% of respondents expect to bring more work in house. Agencies must bring creative ideas that connect brands with target audiences.
- Budgets are plateauing – The majority of marketing leaders expect agency budgets to remain the same or decrease in the future. Agencies must prioritize value as marketing leaders seek partners who will help deliver results that can be defended internally.
Nearly half of marketing leaders say their biggest frustration with agencies is high costs with unclear ROI.
That finding from our recent survey of marketing decision-makers captures the pressure many CMOs are facing today. Budgets are under scrutiny, internal marketing teams are growing and expectations for results continue to rise.
At the same time, the agency model is evolving. Companies are bringing some work in-house and taking a harder look at where outside agencies truly add value.
To better understand what marketing leaders want from their agency partners, we surveyed marcomm professionals across industries. What we found probably won’t shock most agency folks: clients are looking for partners who deliver results, bring strategic insight and operate as an extension of their internal teams.
Here’s what they told us: the good, the bad, and yes, a little ugly. More importantly, here’s what it means for agencies trying to succeed in a competitive industry that’s constantly changing.
Results Still Matter Most
When we asked marketing leaders what matters most when choosing an agency partner, nearly 40% said a proven track record and measurable results top the list.
Creative thinking and collaboration also ranked highly, but performance is still the foundation of the relationship. The takeaway for agencies is simple: great ideas alone are not enough. Marketing leaders want creativity that actually moves the needle. That means connecting creative thinking to business performance. Case studies that demonstrate real-world impact, clear reporting and a strong understanding of the client’s business priorities build credibility, and ultimately win new work.
The Biggest Frustration: Unclear ROI
Here’s where things get a little uncomfortable for agencies.
While results are the number one factor in choosing an agency, they’re also where many partnerships fall short.
In our survey, 49% of respondents said their biggest frustration with agencies is high costs paired with unclear ROI. The second biggest issue was a lack of strategic insight or understanding of the brand, cited by 27%.
Interestingly, smaller operational issues ranked much lower. Only 14% cited inconsistent quality or delivery delays, and just 7% pointed to poor communication or slow response times.
These results suggest that agencies are getting the fundamentals right, but the gap shows up at a higher level. Marketing leaders aren’t just looking for project managers. They want partners who can think beyond their specific discipline, whether that’s creative, PR, advertising or media, and understand the broader business challenges they’re trying to solve. That means connecting marketing activity to business strategy, bringing integrated thinking across disciplines and developing a deeper understanding of the client’s industry.
The agencies that dive headfirst into their client’s industry and translate results into action will be the ones that help clients understand where their marketing dollars make the biggest difference.
Trust Matters in a Rapidly Changing Industry
Technology is reshaping the marketing landscape, but not every client feels confident about how it’s being used.
In our survey, nearly 40% of marketing decision-makers said they’re not confident their agency partners are using AI effectively or responsibly, while another 21% said they feel neutral.
This doesn’t mean marketing leaders oppose new tools. It just highlights the importance of transparency. Clients want to understand how agencies are using new technologies, and more importantly, how those tools improve results. They also want reassurance that strategy and creative thinking still come from experienced professionals. Agencies that clearly explain how technology supports better outcomes will build stronger trust with their clients.
Agency Relationships Are Being Rebalanced
The survey also points to a shift in how companies plan to structure agency partnerships over the next few years, and it’s a stat that should get every agency’s attention.
Nearly 45% of respondents say they expect to bring more marketing work in-house, while 31% plan to consolidate their agency roster to fewer partners.
Part of this shift reflects the reality that internal marketing teams are stronger than they used to be. Many companies now handle execution in-house, including content production, campaign management and performance tracking.
What’s much harder to replicate internally is big-picture thinking, outside perspective and creative ideas that truly connect brands with audiences. That’s where agencies have an opportunity to stand out. Creativity remains one of the most powerful differentiators agencies bring to the table. The right idea can help a brand break through a crowded market and build an emotional connection with the people they’re trying to reach.
The agencies that thrive will be the ones that move beyond execution and bring something deeper: integrated thinking and creative ideas clients can’t generate on their own.
Budgets Are Tight, But Value Still Wins
Most marketing leaders say they expect agency budgets to stay the same or decrease, while a smaller percentage anticipate increases.
That means agencies will continue to face pressure to prove their value. But tighter budgets don’t necessarily mean fewer opportunities. They simply raise the bar. Clients are looking for partners who can help them make smarter decisions and deliver results they can confidently defend internally.
The Future of Agency Partnerships
While some of these numbers may sound intimidating, the agency-client relationship is simply evolving.
The agencies that succeed will focus on a few fundamentals:
- Demonstrating clear business impact
- Providing strategic insight, not just execution
- Integrating seamlessly with internal teams
- Bringing bold, creative ideas
- Building trust through transparency and accountability
In an industry defined by constant change, those fundamentals remain the foundation of strong partnerships.
For agencies willing to embrace them, the opportunity to deliver real value, and build lasting client relationships, has never been greater.