The agencies growing fastest today aren’t just doing great work they’re expanding their impact through partnerships that make them indispensable.
That’s exactly what I see inside Agency Together where collaboration isn’t just encouraged, it’s embedded.
Earlier this year, I released a podcast episode exploring nine overlooked types of strategic partnerships. It quickly became one of our most popular episodes of the year.
The feedback was loud and clear: Agency owners are hungry for smarter, more collaborative ways to grow.
Since then, I’ve watched even more lightbulb moments happen inside the community.
Like this one:
One agency in our community serves nonprofits and discovered a niche funding opportunity available to her clients. But there was a catch—she didn’t offer the specific marketing service that the grant would fund.
Enter another cohort member with deep expertise in that exact service.
What started as a blocker turned into a breakthrough: Together, they built a service bridge—unlocking new value for clients, new revenue for both agencies, and a trust-based partnership that continues to grow.
That’s just one of many moments where strategic partnerships turned “What now?” into “What’s possible?”
Inside Agency Together, I’ve seen agency owners expand their offers, generate new revenue, and serve clients more meaningfully—not by working harder, but by partnering smarter.
Most agencies wait for referrals to land in their lap. But what if you could design them?
That’s why I created this cheat sheet—to help you spot and shape referral-ready partnerships across nine overlooked opportunities.
Let’s dig in:
1. Complementary Service Partnerships
Think: Branding + Web Design, or Content + PPC
These classic pairings create a seamless client experience. It’s not just about referrals, it’s about collaborating from the start to deliver a more cohesive, higher-value result.
→ Why it works: You retain more revenue, take on more significant projects, and clients get better outcomes.
2. Complementary Industry Partnerships
Think: Two agencies in the same niche offering different expertise
You serve the same industry but solve different problems. Together, you offer niche clients a more complete solution.
→ Why it works: It deepens your authority and makes you the go-to team for that market.
3. Cross-Industry Partnerships
Think: Non-competing agencies sharing leads and insights
Agencies serving different industries don’t compete but they often meet clients who need each other’s services.
→ Why it works: Trust is high, competition is zero, and referrals flow naturally.
4. Regional Collaborations
Think: A national agency partnering with a local boutique firm
When you want to break into new markets, partner with someone who already knows the local landscape.
→ Why it works: You gain credibility and cultural context instantly, while your partner gains access to larger opportunities.
5. Knowledge-Sharing Partnerships
Think: A mastermind without the gatekeeping
Agencies share behind-the-scenes wins, losses, proposals, systems, and strategy.
→ Why it works: You learn faster, stay on the edge of industry shifts, and often spark unexpected innovation.
6. Client Lifecycle Partnerships
Think: Partnering across different phases of the client journey
Most agencies focus on their piece of the puzzle, but your clients have needs before and after. These partnerships connect you with agencies specializing in earlier or later stages, like speaker development, crisis management, or retention strategy.
→ Why it works: You don’t just hand off clients you guide them. That makes you more valuable, extends your client relationships, and creates opportunities to collaborate with partners who add depth to your client’s long-term success.
7. Event & Content Collaborations
Think: Co-hosting summits, webinars, or publishing series together
Don’t just show up; co-create the event. These partnerships expand your reach and position you as a thought leader.
→ Why it works: You tap into new audiences, build trust through shared expertise, and spark warm leads.
8. Technology & Tools Partnerships
Think: Collaborating with CRMs, SaaS platforms, or tools that serve the same audience
These partnerships are about aligning with technology companies that your ideal clients already rely on. Whether it’s a CRM, reporting platform, or marketing tool, your agency can bring strategic insight that complements and enhances the value of that tool.
→ Why it works: You get in front of a highly targeted audience through content, co-marketing, or shared training while positioning your agency as a trusted expert inside a platform ecosystem they already trust.
9. Access to Talent Partnerships
Think: Trusted agency partners who can flex with your workload
These partnerships give you the ability to scale your team up or down without hiring full-time staff. Whether you need extra design support for a big client project or have in-house talent available during slower seasons, trusted agency partners can fill in—or benefit from your capacity—when timing aligns.
→ Why it works: You stay agile and deliver high-quality work without overextending your team. These relationships make it easier to say yes to bigger opportunities and build mutual trust across agencies.
Why This Cheat Sheet Changes the Way You Grow
Too many agencies rely on just one kind of partnership: referrals that happen when they happen.
But when you design a partnership ecosystem across multiple types, you unlock:
- → Bigger projects
- → Faster, more sustainable growth
- → Stronger client relationships
- → Smarter service delivery
Strategic partnerships aren’t just a nice-to-have.
They’re your growth multiplier. They’re how Small But Mighty agencies grow without grinding.
Want to See It In Action?
If this sparked ideas for your agency, come experience it in real time.
Our next Strategic Partnership Mixer is designed for agency owners who are ready to collaborate, refer, and grow together.
👉 Find out more and RSVP the the Strategic Partnership Mixer
And if you’re curious how ready your agency is to grow through trust-based partnerships…
👉 Take the Trust Equity Scorecard and find out where to focus next.
Because when agencies connect, collaborate, and partner, we prosper together
