Fractional CRO for
Digital Agencies

The Situation

Digital agencies built on project revenue and creative differentiation are facing margin compression from AI on one side and client in-housing on the other.

Digital agencies are being disrupted from two directions simultaneously: AI is making their creative and technical output cheaper to produce, and enterprise clients are in-housing the capabilities they used to buy from agencies. The agencies that will survive this moment are the ones that pivot from output to outcomes - from selling deliverables to selling results. That's a fundamental go-to-market shift that most agency leaders know they need to make but don't know how to execute.

The Agency Revenue Problem

Digital agency revenue is characterized by project volatility, retainer attrition, and an over-reliance on a small number of large accounts. The new business motion is typically reactive - responding to RFPs and referrals - rather than proactive. The result is a revenue line that looks healthy in aggregate but is constantly at risk from any single account decision.

Kevin French rebuilds agency revenue around a proactive go-to-market motion targeting a defined ICP with a differentiated thesis, converting project engagements to retainer relationships with outcome accountability, and building the internal sales capability that most agencies don't have. Inversion Selling - built for the buyer-controlled era - is particularly well-suited to agency sales, where buyers are sophisticated and information asymmetry has collapsed.