Why Most Agencies Fail at Go-To-Market Strategy
Why Your Agency’s GTM Strategy Is Flopping
Every agency wants to stand out, attract the right clients, and actually gain some traction. But let’s be honest, most go-to-market (GTM) strategies suck.
Some agencies think copying what worked for someone else is a winning formula. Others keep chasing whatever marketing trend is hot this week, hoping something sticks. Both approaches feel strategic at the time, but more often than not, they just burn time and budget.
A successful GTM strategy isn’t about blindly following trends or playing copycat. It’s about knowing your audience better than they know themselves and showing up where they already are.
Let’s break down the most common mistakes agencies make and what to do instead.
Where Agencies Go Wrong with GTM Strategy
The fastest way to fail?
Assuming that what worked for another agency will work for yours.
A lot of times, agencies default to the Legacy Bias. They think because some other agency had it work, it has to work for them.
They fail to take into consideration what the market was like when that agency grew to their current size. While the larger agency may have a crappy website that just lists services, they also have a reputation engine working in the background.
They’re getting referrals and word-of-mouth marketing that doesn’t rely on their website.
So, before you try copying what everyone else is doing, start thinking about your own audience and how they want to be marketed to.
Oh, and don’t make these mistakes either:
1. Not Actually Knowing Their Audience
One of the biggest mistakes agencies make is assuming they know their audience without actually talking to them.
Instead of making assumptions, try something radical…actually talk to your potential clients.
Run surveys, book calls, dig into the data. Find out where they spend their time and what they care about. A B2B SaaS agency is probably going to get more traction on LinkedIn than Instagram, so their GTM plan should reflect that.
And it’s not just about where they’re looking for information. It’s about when they’re looking. Understanding this level of detail is critical to your GTM success.
Without real audience research, your strategy is just a guessing game.
2. Copying What Other Agencies Do
What works for someone else won’t necessarily work for you. Shocking, right?
Different industries, different target markets, different expertise. It all adds up to unique marketing needs.
I won’t harp on the Legacy Bias again because here, I’m taking about your peers.
An agency targeting construction companies might thrive on referrals, while one targeting hair salons might need an aggressive outbound sales strategy. If you copy a competitor’s approach without questioning if it actually fits your business, you’re setting yourself up for failure.
Stealing someone else’s playbook might seem easier, but it rarely works.
3. Chasing Every New Trend
Jumping on every new marketing fad without a real strategy is a great way to waste time.
One minute, it’s webinars. Next, it’s Twitter threads. Then suddenly, it’s all about SEO.
Agencies hop from one thing to the next, hoping something will get traction. But here’s the thing: not all marketing tactics work for all audiences. If your audience responds better to direct outreach than content marketing, stop dumping time into blog posts they’ll never read.
Trends fade. A solid, audience-focused strategy lasts. Polish it enough, and even a turd can look shiny.
4. Not Testing, Just Hoping
A GTM strategy is an ongoing process.
Too many agencies try something once, don’t see immediate results, and abandon ship.
Meanwhile, the smart agencies test, tweak, and refine. If LinkedIn ads don’t work the first time, maybe it’s the messaging or targeting. Stop expecting instant wins and start embracing data-driven refinement.
But there’s a catch. To do this means you actually have to set a hypothesis for your marketing. You need to enroll the full scientific method to ensure you’re running legitimate tests and finding the best solution.
A GTM strategy that actually works isn’t built overnight.
How to Build a GTM Strategy That Actually Works
Winning with GTM is about knowing your audience, picking the right channels, and staying consistent. Stop copying, stop trend-chasing, and start creating a strategy that actually fits your market.
Want to connect with agency owners who are actually making their GTM strategies work? Join the Dynamic Agency Community. Get real insights, real strategies, and the support you need to break through the noise and grow sustainably.
