Partnerships That Power Growth:
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
Dennis van der Heijden, CEO
6 breakthrough insights
What every agency leader and SaaS partnership team needs to know—on trust, AI and revenue alignment.
Benchmark yourself
Against 136 companies, covering dedicated experimentation as well as full service agencies.
The impact of AI on agencies
88% of agencies already weave AI into daily workflows.
Changing client expectations
83% of smaller agencies say clients demand faster ROI & testing velocity. How can you meet their needs & add tangible value?
97% of agencies say trust is the #1 success factor
How can vendors evolve to earn and keep it.
40
In-depth interviews
200+
Survey responses
300+
Hours of research & analysis
Six routes to growth for CRO & experimentation agencies - competence, value, niche, vertical, product or geo.
From “we run tests” to strategic enablement & product-led growth.
See what services different agencies are offering.
How agencies augment the research, build, and analysis - and what vendors must do next.
What do the best agencies demand from tech vendors (incentives don’t top the list!).
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.
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.
The agency report is some amazing-ness. Not many pieces of content I've thought of as an "asset" and this is sure one of them. Not really a surprise here.
