“Successful agencies understand who their target clients are. Every other aspect of business — sales, operations, marketing, etc. — becomes infinitely easier once you know what market you’re working in.”

 

In this piece I recently contributed to MediaPost I discuss how as an agency, it’s important to cement your verticals and own those markets in order to scale your business in a consistent and planned way. That way, you’ll be protected even if one pipeline dries up.