After two years of running an agency, we recently completed a comprehensive client analysis that has transformed our perspective on growth and client relationships. When I started this agency, I dreamed of signing big contracts with big brands. It’s easy to idolize these clients, but what’s inexcusable is allowing the demands of high-maintenance clients to compromise the quality of work delivered to partners who trust your process. Agencies need to ask the questions of how to choose the right clients, the same way that clients ask how to choose the right marketing agency.
What the Data Taught Us
We scored every client across multiple factors to understand what truly defines a successful partnership. The findings were eye-opening and reshaped how we think about agency growth. Here’s what we discovered about our best clients:
They have a direct reporting line to the CEO or CMO.
They consider email a key driver of revenue.
They trust us as strategic partners, not just executors.
They typically fall into the $2M-$15M revenue sweet spot.
Our analysis reinforced the idea that revenue alone doesn’t define a successful partnership—alignment does. High-maintenance clients who micromanage every decision and deliverable aren’t just a minor inconvenience. They drain team resources and creativity, ultimately impacting performance across all accounts.
Client Analysis Snapshot

The chart above summarizes how we evaluated clients based on key metrics like ease of working together, profitability, alignment with our retention marketing expertise, and their overall contribution to e-commerce revenue.
The Warning Signs
One key insight was that micromanagement is an early warning sign that a partnership isn’t scalable. Clients who lack trust in their agency partners inevitably require more hand-holding, slowing down decision-making and frustrating both teams. This can ripple across all accounts, affecting overall agency performance.
Our 2025 Growth Strategy
With these insights in mind, we’re doubling down on working with clients who:
Understand the value of speed and trust their agency partners.
Give clear, constructive feedback while respecting processes.
Empower us to deliver the results they hired us to achieve.
Moving forward, our focus is on cultivating relationships with clients who fit this profile. I’d rather work with 10 clients who completely trust our expertise than 20 who micromanage every decision. The result? Happier teams and better client outcomes.
Lessons for Fellow Agency Owners
If you run an agency, when was the last time you analyzed what makes your best clients your best clients? This exercise can uncover surprising insights and help you refine your growth strategy. As an agency, you can’t be everything to everyone. Knowing your strengths, understanding your ideal client profile (ICP), and focusing on being the best at serving those clients is the key to sustainable growth.
Need Help Optimizing Your Retention Strategy?
At Dispatch, we specialize in email and SMS retention marketing for e-commerce brands in the $2M-$15M revenue range. If you’re looking for an agency that understands how to drive results while respecting your time and processes, we’d love to chat. Get in touch today to see how we can help you achieve your 2025 goals.
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