Breaking the Agency Mold – iTechfy
Most marketing agencies operate like vending machines: you insert money, select a service, and out comes a deliverable. It’s transactional, predictable, and fundamentally broken.
I recently spoke with iTechfy about why I built Pabs Marketing to operate completely differently—not as a vendor, but as a true strategic partner with skin in the game.
The conversation explored something I don’t talk about often: the moment I fired a six-figure client because I didn’t believe their business model would work. That decision cost us short-term revenue but reinforced a core principle—we only take on projects we genuinely believe can win.
We also discussed the marketing-first philosophy that drives everything I build. Most companies create a product, then figure out how to sell it. That’s backwards. The most successful ventures start by understanding the customer deeply before building anything. This approach has helped clients achieve a 60% boost in lead generation and a 40% increase in qualified leads—not from spending more, but from finally understanding what their market actually wants.
The piece digs into why most agency relationships fail: they’re measuring success by deliverables completed while you’re measuring it by revenue generated. Different games, different scorecards, your money on the line.
What surprised the interviewer was how much we get involved beyond marketing—advising on team structure, business operations, even international expansion strategy. Because real partnership means optimizing for your success, not our task list.
If you’ve ever felt like your marketing agency cares more about their retainer than your results, or you’re curious about what true strategic partnership actually looks like, I think you’ll find the conversation valuable.
Read the full article on iTechfy →
The traditional agency model is dying. What’s replacing it is something far more powerful: partners who win only when you win.