Successful agencies do not chase the latest tech trend. They begin by identifying real business pain points.
Many agencies adopt new platforms simply because they seem innovative or enticing. Without a clear purpose, these investments often fall short.
“Don’t expect tech to be a magic wand.” As Bob Whitis of Brightfire emphasizes, effective tech strategy starts with aligning expectations with outcomes. Understand your goals, examine your current system, and assess how a tool will integrate with your existing stack. If it isolates rather than connects, it becomes another silo.
Identify friction points such as slow service, low retention, or production bottlenecks. Adopt tools with demonstrable returns. As Patrick Cooney from Powerbroker AI advised, choosing tech grounded in real-world impact is the best way to begin.
“If you are still selling insurance, you cannot run your business.” Linqura's Ryan Hanley’s blunt warning urges leaders to step out of daily operations and refocus on systems and strategy. Only then can you truly identify where improvements are needed.
A surprising number of agencies lack documented and enforced Standard Operating Procedures (SOPs). If your team is not following processes, it is usually because there is no accountability or measurement. Without measurement, you do not know your numbers.
A tech strategy built on unclear or unwritten processes is like building on sand. You cannot fix, scale, or improve what you have not clearly defined. Ask yourself: Is your internal playbook written, up to date, and enforced? Without this groundwork, no tech solution can deliver lasting change.