Oliver Kimberley:

We believe the traditional people-process-technology triangle needs a fourth cog: partnership.

George Forge:

Yes. A client told me they’d brainstormed seven AI ideas a year ago but hadn’t implemented a single one. Everyone got too busy. No matter how big or strong your team is, there’s value in bringing in a partner — for fresh perspective and executional support.

Major transformations should be episodic, not constant. That’s where partners come in.

Outsourcing is fine, but if you’re just exporting the same process, you’ll save single digits. A strategic partner helps you create a marketing operations approach that yields greater value.

George Forge:

How do you choose the right partner?

  • Stage 1: Discovery and Diagnosis
    Perform an honest assessment. Ask: Is this process helping or hurting? Use a neutral third party if needed. Be inclusive. Get everyone touching the process involved. Don’t assume you know the answer.

  • Stage 2: Alignment
    What are your goals? Time savings? Cost savings? Better campaign delivery? Get all departments aligned — and check in regularly.

  • Stage 3: Road Map & Execution
    Clients always ask: How fast can we implement? Phased road maps are better than one big overhaul. Know what’s critical now versus what can wait. Execution is the most critical phase.

Wrapping up there. Back to you, Ryan.