The best agencies know they don’t have to do everything alone. A recent survey by Sonnet found that 85% of agencies have seen real value from working with external partners whether it’s for fresh ideas, specialised skills, or a different perspective. Tapping into the right kind of support is becoming a smart, strategic move.
Why Agencies Tap External Partners
Honestly, not every agency has time (or budget) to keep hiring for every new demand. And that’s not a knock it’s just reality.
That’s where external partners come in. The good ones don’t just take work off your plate they level up what you’re already doing.
Here’s why more agencies are going this route:
- You can scale when you need to
Got a surge in work? Bring in help. Things quiet down? No pressure to keep someone on payroll.
- You get pros who live and breathe that one thing
Whether it’s email automation, SEO, dev, whatever. These folks already know the ropes. No hand-holding needed.
- Stuff gets out the door faster
When someone already has a system or framework, your team’s not wasting time reinventing it.
- You only pay for what you need
No need to carry extra salaries year-round. Just plug in when it makes sense.
Also worth noting: 82% of B2B leaders were planning to add even more partners back in 2022. So, it’s not just you thinking about this.
How to Choose the Right Partner
Truth is, a bad partner can slow you down. A good one? They’re like an invisible extension of your team.
When you’re deciding, check:
- Are they responsive?
If they ghost you now, imagine what that looks like mid-project.
- Do they actually do what you need?
Not just talk about it — show real examples.
- Do others vouch for them?
Ask around. Quick calls or LinkedIn messages can tell you a lot.
If those three check out, you’re in a good spot.
When Should You Actually Bring Them In?
Not every job needs external help. But sometimes, bringing someone in is the smarter call.
- Short-term stuff with a tight turnaround
- Busy seasons when your team’s already maxed
- Trying something new and you don’t want to fully commit yet
You don’t need to go all-in. Start small, see how they work, and build from there.
A Final Thought
More agencies are figuring this out, you don’t have to do everything to be great. You just need the right people around you.
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