In almost every CMO conversation I have, I hear the same thing. When a CMO needs an agency, they don’t start with a Google search (or even ChatGPT).
They start with people they already know.
First, they look at their own network. Then, they ask their peers, “Who have you worked with that you trust?”
That alone accounts for most agency hires.
So the big question becomes: How does an agency break through if CMOs mainly pick from the people they already know?
Here’s the path that actually works.
1. Become known before you’re needed
Agencies win when CMOs already recognize their name. Your goal isn’t to sell right away. Your goal is to create familiarity.
You achieve this by consistently showing up with a clear point of view, sharing helpful content, participating in panels, and sending a valuable newsletter.
This turns “Who is this?” into “I’ve heard of them.”
2. Engineer peer-to-peer referrals
Referrals don’t happen by luck. Join the rooms CMOs are already in. Build relationships with search consultants. Stay connected with past clients and coworkers.
When people in a CMO’s circle talk about you, you enter their trusted network before the pitch even happens.
3. Use signals to reach out at the right moment
Most agency searches start long before an RFP. Watch for signals: new CMO hires, funding rounds, M&A, new product launches, or big shifts in ad spend.
Reach out while the change is happening, not months later.
4. Build a category you can win
When you’re one of 40,000 agencies, you blend in. When you’re one of a few who specialize in solving a specific problem for a specific buyer, you get invited.
Define the problem you solve, who you serve, and the point of view that sets you apart.
CMOs don’t look for “an agency.” They look for someone who understands their exact situation.
5. Expand the network you already have
Most agencies underestimate the value of their own connections. Ask clients who else you should meet. Reconnect with past colleagues. Host small roundtables or virtual sessions centered on topics that matter to CMOs.
A single warm intro can open an entire peer network.
The truth: You break through not by sending more cold emails, but by becoming known, trusted, and visible before the CMO goes looking.
