200+ survey responses, nearly 40 in-depth interviews and 237 agencies discovered - see what’s shaping agency success in 2025 & beyond.
6 Unique Agency Growth Pathways!
Created By:
Craig Sullivan
CEO @ Optimise or Die
Dennis van der Heijden
CEO @ Convert
What every agency leader and SaaS partnership team needs to know—on trust, AI and revenue alignment.
Against 136 companies, covering dedicated experimentation as well as full service agencies.
88% of agencies already weave AI into daily workflows.
83% of smaller agencies say clients demand faster ROI & testing velocity. How can you meet their needs & add tangible value?
How can vendors evolve to earn and keep it.
40
In-depth interviews
200+
Survey responses
300+
Hours of research & analysis
Growth Pathways – Six routes to growth for CRO & experimentation agencies - competence, value, niche, vertical, product or geo.
Agency Evolution Map – From “we run tests” to strategic enablement & product-led growth.
Service Mix Benchmarks – See what services different agencies are offering.
AI & Automation Deep-Dive – How agencies augment the research, build, and analysis - and what vendors must do next.
The Agency Trust Pyramid – What do the best agencies demand from tech vendors (incentives don’t top the list!).
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My CRO agency was founded 16 years ago (not by me), following a methodology designed by Craig.
When I joined a year later, coming from an e-commerce background, I learned about CRO from him.
On Twitter he was the OG known as @optimiseordie
Over the years I’ve met many folks in this industry with stories similar to mine.
If anyone is qualified to create this report, it’s Craig.
![Johann van Tonder]()
Johann van TonderCEO @ AWA Digital.
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You have structured the report in such a way that anyone, regardless of their agency size or maturity can extract and distill from it what matters to them. And for this reason, I think it’s a great report with wide audience appeal.
![Polly Walton]()
Polly WaltonHead of Experience Optimisation, UNRVLD
