The partnerships and co-selling checklist: 25 things to have in place for marketing and creative agencies

This edition is written for agency owners and heads of new business. In marketing and creative agencies, agencies sell their own outcome — the playbook has to be one they would proudly resell, so the way you install partnerships and co-selling has to reflect that reality from day one.

Use this as a pre-flight before you commit spend to partnerships and co-selling. Each item takes minutes to check and hours to fix later.

List, trigger, message. If any of the three is generic, stop and fix the generic one before you touch the other two. Generic list plus sharp message beats sharp list plus generic message, but only for a week.

Owner, cadence, metric. One named human owns the model. The cadence is written down. Sourced and influenced pipeline from partners is the number in every review.

The binding constraint we see in marketing and creative agencies is almost always owner-time bottleneck on the sales function. Partnerships and co-selling is only useful in this vertical when it is pointed at that constraint — not at a generic growth number borrowed from another category.

Data, tooling, workflow. Data flows to one place. Tooling is minimal. Workflow survives the owner going on holiday.

Quality gate, kill criteria, learning loop. Nothing ships without a human eyeballing it. Anything below the bar dies inside a week. What you learn feeds Monday.

Ethics, brand, deliverability. You will not do anything on this list you would not want on the front page. Brand is protected. Sending infrastructure is separated from the primary domain.

Governance, budget, escalation path. Someone above the owner cares. Budget is finite and defended. Bad news travels up in hours, not weeks.

If more than three of these are missing, partnerships and co-selling is not going to produce a durable sourced and influenced pipeline from partners. Fix them in order and re-run the checklist in a month.

Concretely for marketing and creative agencies: agencies that install this stop trading time for pipeline and start productising it. That is the reason it is worth installing partnerships and co-selling properly rather than half-heartedly across three vendors.