M&A Signals – Deals Announced Through January 28, 2026
Highlights Capital One acquired Brex — Deal value: $5.15B Capital One is a major U.S. bank with a large consumer and commercial footprint. Brex is an AI-native spend and payments platform known for corporate cards, expense management, and automation. Capital One said the deal expands its business payments footprint and accelerates its strategy to build technology-driven payments. Brex said the combination pairs its product and payments expertise with Capital One’s scale, underwriting capabilities, and brand. Agency lens: Expect priority on customer communications and positioning as Brex operates within a major bank context, especially for business payments and platform messaging. Press release The Clorox Company acquired GOJO Industries — Deal value: $2.25B Clorox is a large consumer products company with a Health and Wellness segment. GOJO is the Ohio-based maker of Purell hand sanitizer and other skin health and hygiene products. Clorox positioned the acquisition as a portfolio move under its IGNITE strategy to accelerate Purell’s retail growth using Clorox’s brand-building, innovation, and distribution capabilities. Clorox also said the deal broadens its reach across consumer and professional channels, leveraging GOJO’s B2B distributor network and installed dispenser base. Agency lens: This is primed for brand architecture and unified messaging across retail and professional channels as Purell integrates into Clorox’s portfolio. Press release Leidos Holdings acquired ENTRUST Solutions Group — Deal value: $2.4B Leidos is a public company focused on defense, technology, and engineering solutions. ENTRUST Solutions Group is an engineering and consulting firm serving utilities with capabilities across transmission, distribution, and broader power delivery. Leidos said the acquisition accelerates its position in energy infrastructure engineering and effectively doubles the size of its existing energy infrastructure engineering business. The company framed the “why” around expanding capabilities and customer reach as U.S. utilities invest heavily in grid modernization and reliability. Agency lens: Messaging and GTM integration will matter as Leidos combines offerings and communicates an expanded utilities-focused platform. Press release PAR Technology acquired Bridg — Deal value: $27.5M PAR Technology is a foodservice technology provider serving restaurants and retail. Bridg is an identity resolution and shopper intelligence platform focused on turning in-store transactions into enriched, privacy-safe customer profiles. PAR said the acquisition creates a unified dataset combining loyalty and non-loyalty transactions, enabling brands to activate offers to previously anonymous shoppers and better attribute marketing spend. The stated rationale is to make activation and measurement more complete across customer activity and touchpoints. Agency lens: Clear activation implications—brands will need updated positioning and customer comms around identity-driven personalization and closed-loop measurement. Press release Google acquired Common Sense Machines Google is one of the world’s largest technology companies with major AI and cloud platforms. Common Sense Machines is a startup that develops AI models that create 3D assets from 2D images. The core “why” is straightforward: adding 3D asset generation capability that aligns with AI-driven content creation and developer tooling. Agency lens: If this capability is productized, clarity in packaging and developer-facing messaging will be critical to drive adoption. Press release All M&A Deals
Funding Signals – Activity Through January 27, 2026
Highlights OpenEvidence raised $250M (Series D) led by Thrive Capital OpenEvidence is an AI-powered medical search tool used by doctors. The company says this round will fund heavy investment in R&D and the compute behind its multi-agent AI architecture. With more clinicians relying on AI at the point of care, this kind of buildout is about speed, accuracy, and trust in the answers. Agency lens: As OpenEvidence scales publisher partnerships and its ad-supported model, agencies can help with credibility-first storytelling, partner co-marketing, and PR that reinforces clinical trust. Press release Upwind Security raised $250M (Series B) led by Bessemer Venture Partners Upwind Security builds runtime-first cloud security for enterprises. The company calls this Series B the start of its next growth phase, focused on scaling its platform for AI and real-time cloud applications. Upwind also points to rapid expansion over the past year, including a larger global footprint and headcount growth. Agency lens: If Upwind is scaling to more enterprise buyers (as stated), expect demand for sharper category positioning, product marketing, and enterprise demand gen that explains “runtime-first” in plain English. Press release Claroty raised $150M (Series F) led by Golub Growth Claroty secures cyber-physical systems—think operational tech and connected environments where security meets the real world. The company says this funding supports broadening its platform and expanding globally. It also highlights recent momentum like new integrations, added compliance support, and partnerships aimed at growing its footprint. Agency lens: Global expansion and platform breadth usually increase the need for clear messaging, vertical-specific campaigns, and PR that builds confidence with regulated and critical infrastructure audiences. Press release Preply raised $150M (Series D) led by WestCap Preply is a global language learning marketplace that connects learners with tutors. The company says it will use this round to advance its AI and data capabilities, grow product and engineering, and improve the platform experience. It also frames the funding as fuel to accelerate global growth and reach more learners and tutors worldwide. Agency lens: As Preply pushes global growth, agencies can help with localization-ready brand and performance creative, lifecycle/CRM content, and channel storytelling that keeps the human learning angle front and center. Press release LiveKit raised $100M (Series C) led by Index Ventures LiveKit builds a developer platform for voice, video, and “physical” AI agents. The company says the funding will help expand its platform with new compute, storage, and network services designed for voice and computer-vision interfaces. That expansion signals a bigger surface area to communicate clearly to developers and product teams. Agency lens: When a developer platform broadens like this, strong developer marketing matters—clear website and docs storytelling, use-case content, and community-facing launches that make adoption easier. Press release All Funding Signals
Turning Executive Interviews Into New Business Signals
Most agencies want to be proactive with new business. In reality, that often means building a list of dream clients and starting outreach with very little context. You don’t know if a brand is in market, what they’re focused on, or whether anything is changing. Timing becomes a guessing game. When results stall, the default response is more volume: more emails, more calls, more follow-ups. The effort increases, but relevance doesn’t. That’s why traditional cold outreach feels inefficient and exhausting. There is a smarter way. It starts with using signals to guide your approach and then leading with value to build relationships over time. The Signal Brand-side marketers speak publicly more than most agencies realize. Interviews and profiles show up in places like Ad Age and Adweek. Podcasts like The CMO Podcast go deeper than most written articles. Leaders also surface real insight on webinars, panels, and in direct executive conversations, including NextBigWin’s CMO Journeys. These conversations aren’t just content. They are early signals of what leaders care about, what pressure they’re under, and what problems they’re trying to solve. Why It Matters These interviews happen without sales pressure. There’s no pitch and no vendor spin, so leaders often sound more honest and specific than they would in a sales meeting. When a marketing leader says they’re rethinking an approach, inheriting new expectations, or being asked to prove impact in new ways, that’s a signal that priorities are shifting. Those moments often show up months before an RFP or a formal agency search. This is early intelligence, not late-stage intent. The Mistake Most Teams Make Most agencies either ignore this content or misuse it. They either consume it passively and do nothing, or they pounce with a message that basically says, “I saw you say a thing, and we sell the thing.” That feels opportunistic, even if the timing is good. Signals should guide your outreach. They should not turn you into a faster cold emailer. The Smarter Move The goal isn’t to quote the interview. It’s to use it to understand what the marketer is navigating and then show up with value. AI makes this easier. You can pull transcripts from interviews and webinars, then scan for language that signals change, pressure, or uncertainty. AI doesn’t replace judgment, but it helps you find the few lines that matter without listening to 45 minutes end-to-end. Once you spot a useful signal, your next step is simple: ask, “What value can we offer that matches what they care about?” That value could be: original research you’ve already done (or can quickly pull together) a relevant case study with real outcomes a point of view or short checklist that helps them think an invite to an executive roundtable on the exact theme they raised a reason to connect at an event you both may attend What Good Outreach Looks Like Bad outreach (cringe) sounds like: “I saw your interview about attribution. We do attribution. Want to talk?” Good outreach sounds like: “I caught your point about attribution being harder with today’s channel mix. We recently pulled a short set of lessons from similar brands on what’s working and what isn’t. Happy to send it over either way. I appreciated how clearly you explained the challenge.” Notice the difference: one is a pitch. The other is help. How to Use This Track where your target accounts show up publicly. Save transcripts, not just links. Look for repeat themes across multiple leaders. If you keep hearing the same challenge, consider hosting a small Executive Roundtable and inviting a few of the people talking about it. Across ongoing executive conversations, including NextBigWin’s CMO Journeys, one pattern consistently emerges: the teams that win don’t “time the market” by increasing outreach volume. They build genuine relationships before the buying window opens, so when it does, they’re not a stranger. That’s how you trade volume for relevance and traditional cold outreach for smarter timing and better relationships.
Cowlitz Economic Authority Seeks Brand Identity & Multi-Channel Marketing Partner With Tribal Focus
At a Glance Buyer: Cowlitz Economic Authority (CEA) Industry: Tribal economic development Location/markets: Ridgefield, WA; regional economic development Primary scope: Brand identity + multi-channel marketing strategy for CEA; extend system to Cowlitz Tobacco Outlet Key deliverables/channels: Logo suite, tagline, visual standards, brand style guide + booklet; marketing plan (digital/print/social); content; templates (incl. Canva) Budget: Not specified Contract type/term: Estimated project March–May 2026 Key dates: Proposal deadline Feb 14, 2026 (5:00 PM PST); interviews (if requested) Feb 17–20, 2026; award Feb 27, 2026; kickoff Mar 9, 2026; estimated completion May 11, 2026 Eligibility/must-haves: Demonstrated experience with tribal organizations/Indian Country; cultural protocols/sovereignty understanding; minimum 3 initial logo concepts; business license + certificate of insurance; 3 client references; detailed cost breakdown; NDA required for supplemental info Why This Could Be Interesting The Cowlitz Economic Authority (CEA) is the Cowlitz Tribe’s economic development arm, based in Ridgefield, Washington. CEA is seeking a partner to build an authentic, inclusive brand that honors Cowlitz heritage while promoting regional economic growth. This engagement covers a full brand identity buildout for CEA—logo suite, tagline, visual standards, typography and color system, and a detailed style guide and brand booklet—plus a multi-channel marketing strategy spanning digital, print, and social. The selected firm will also create content for campaigns and PR materials, and deliver a suite of ready-to-use templates (including letterhead, presentations, social graphics, email headers, and press release boilerplate). A notable upside: this is really two related branding efforts. Project 2 extends the system to the Cowlitz Tobacco Outlet using its existing logo as the base, with a friendlier retail tone and Canva-based templates—while staying compliant with applicable laws. The RFP also signals a structured, high-touch process: leadership and a designated Cultural Representative must review and approve cultural elements at key milestones, and biweekly progress reporting is required. Best suited for agencies with proven tribal/Indian Country experience, strong brand systems capabilities, and the ability to deliver templates, content, and governance-ready processes. Proposal deadline: February 14, 2026, at 5:00 PM PST. Download the full RFP here.
Des Moines Public Schools Marketing & Communications Evaluation Services: From Audit to Actionable 3–5 Year Plan
At a Glance Buyer: Des Moines Independent Community School District (Des Moines Public Schools) Industry: Education / Public Sector (PreK–12) Location/markets: Des Moines, Iowa Primary scope: Communications + marketing audit, strategic recommendations and roadmap, website and social modernization, and implementation support Key deliverables/channels: Comms/marketing audit (incl. staffing + benchmarking); multilingual communications strategy; 3–5 year plan (budget + timeline); website content plan/framework + accessibility review; social media audit + modernization plan; KPIs/measurement; implementation roadmap; training + media relations support Budget: Not to exceed $100,000 for the year Contract type: 1-year term, with potential renewal for four additional 1-year periods (renewal pricing negotiated) Key dates: Clarifications due Jan 30, 2026 (3:00 PM); proposals due Feb 13, 2026 (3:00 PM); interviews (if needed) Feb 27, 2026; board approval/award Mar 10, 2026; completion Mar 13, 2026; services start Mar 16, 2026 Eligibility/must-haves: Demonstrated K–12/higher ed/public-sector comms experience; multilingual communications capability; website + social strategy experience (incl. accessibility considerations); 30-page proposal limit; at least 3 references from similar work in past 5 years; meet district insurance requirements Why This Could Be Interesting DMPS isn’t just looking for “more content.” This is a full comms + marketing audit with explicit attention to staffing needs, multilingual outreach, and digital presence—then turning those findings into actionable tools and a 3–5 year plan with budget and timeline. The scope also includes website and social media modernization, plus an accessibility compliance review, which can be a meaningful wedge for agencies that can blend strategy, content planning, and practical implementation guidance. Finally, the RFP calls out implementation support (campaign development, staff/board training, and media relations), which suggests they want a partner who can help the district move quickly from recommendations to execution. Best suited for: agencies or consultancies with K–12/public-sector comms experience, strong multilingual communications, digital strategy chops, and comfort delivering executive-ready evaluation and roadmap work. Proposal deadline: February 13, 2026, at 3:00 PM Download the full RFP here.
Seminole County PR And Marketing Services: Task-Order Pool for High-Visibility Gov Comms
At a Glance Buyer: Seminole County (Office of Communications) Industry: Government/Public Sector Location/markets: Seminole County, Florida (Sanford, FL) Primary scope: Public relations, advertising, marketing, and multimedia services on a task-authorization basis Key deliverables/channels: Comms strategy; key messaging/talking points/FAQs; social media management + content; photo/video/reels/graphics; community outreach + events; media relations; design (digital/print); reporting + performance tracking Budget: Not specified (hourly rates by service category; task authorizations issued as needed) Contract type: Prequalified vendor pool Key dates: Questions due February 13, 2026, 5:00 PM; proposal deadline February 25, 2026, 2:00 PM Eligibility/must-haves: Licensed/authorized to do business in Florida; submit 3 references (past 5 years); comply with Florida Public Records Law; provide fixed hourly rates by service category Why This Could Be Interesting Seminole County’s Office of Communications is building a bench of partners to support countywide public relations, advertising, marketing, and multimedia needs. This is structured as a prequalified pool with work issued via task authorizations—useful for agencies that want recurring, project-based public-sector work without waiting for a single monolithic “AOR” assignment. The scope is broad and practical: strategic communications planning, key messaging for leadership, social content and engagement, video/photography/graphics, community outreach and event support, media relations, and performance reporting. It also explicitly calls out high-profile and sensitive issues, which signals meaningful, real-time communications support (not just campaign production). Best suited for agencies with government communications experience, strong social and multimedia production, message discipline, and the ability to turn around public-facing work quickly and cleanly. Proposal deadline: February 25, 2026, at 2:00 PM Download the full RFP here.
University of Illinois Chicago College of Business: SEO, PPC, Creative + Enrollment Services
At a Glance Buyer: University of Illinois Chicago (UIC) College of Business Industry: Higher Education Location/markets: Chicago, Illinois; Domestic market (online and on-campus programs) Primary scope: Graduate student marketing, recruitment, and retention solution Key deliverables/channels: Market research + competitive analysis; positioning; creative; paid media buying; SEO/PPC; prospect nurturing; enrollment + retention services; reporting/ROI dashboard Budget: Not specified Contract type/term: Initial 2-year contract; option to renew for 1 additional year Key dates: Pre-submission conference: January 28, 2026, 11:00 AM CST; vendor questions due: February 4, 2026, 3:00 PM. CST; proposal deadline: February 19, 2026, 3:00 PM CST Eligibility/must-haves: Domestic higher-ed enrollment/marketing expertise; complete market analysis within 6 weeks and launch campaigns within 60 Days of contract execution; provide enrollment projections + case studies/campaign samples Why This Could Be Interesting The University of Illinois Chicago College of Business (UIC Business) is seeking a partner to help reverse a major graduate enrollment decline and rebuild momentum in the domestic market. This RFP goes well beyond “run our ads.” The selected vendor is expected to deliver an integrated recruitment and retention solution for online and on-campus graduate business programs—starting with market viability and competitive research, then translating that into positioning, creative production, paid media buying, SEO, and multi-touch prospect nurturing. The notable signal here is speed plus accountability. UIC Business wants the market analysis completed within six weeks of contract execution, campaigns live within 60 days, and measurable progress by the Fall 2027 semester. They also want three-year enrollment projections for each existing program, recommendations (with projections) for new programs, and ongoing performance reporting via a data and ROI dashboard with weekly, monthly, and quarterly reviews. On top of marketing execution, the vendor is expected to staff enrollment services (inquiry, application, and registration support, including white-labeled outreach) and retention services that guide students from onboarding through graduation. Best suited for higher-ed growth partners that can combine performance media, SEO/content, market research, and staffed admissions/retention operations under one program. Proposal deadline: February 19, 2026, at 3:00 PM CST Download the full RFP here.
University of Michigan-Dearborn Advertising Agency Search: $650K–$750K Annual Multi-Channel AOR
At a Glance Buyer: University of Michigan-Dearborn (University of Michigan) Industry: Higher education Location/markets: Dearborn, Michigan; regional and national recruitment/awareness Primary scope: Manage, expand, and optimize multi-channel advertising for brand + student recruitment Key deliverables/channels: Strategy/media plan; creative (existing + new as needed); media buying; campaign management; reporting Budget: $650,000–$750,000 annual all-in (plus potential one-time/college-specific investments) Contract type/term: 3-year agreement with option to extend for two additional 1-year periods Key dates: Questions due Jan 30, 2026 (11:30 PM EST); responses Feb 4, 2026; proposals due Feb 27, 2026 (11:30 PM EST); presentations (if required) Mar 9–13, 2026; selection Apr 10, 2026; negotiations Apr 13–May 1, 2026; project start May 11, 2026 Eligibility/must-haves: Qualified supplier; provide agency overview + relevant experience (esp. higher ed/nonprofit), case studies/references, team bios, strategic approach, sample reports, collaboration model, and detailed pricing (incl. media spend management fees); willingness to sign standard agreement with minimal exceptions Why This Could Be Interesting The University of Michigan-Dearborn (UM-Dearborn) is one of the University of Michigan’s three campuses, serving 9,000+ students and recruiting across southeastern Michigan and beyond. They’re hiring an advertising agency partner to manage, expand, and optimize a multi-channel advertising strategy that supports brand awareness and student recruitment. UM-Dearborn has run a digital-first approach internally since 2015, and signals a step-change in ambition with a substantial budget increase starting July 2026 (annual all-in budget stated at $650,000–$750,000). This is built for continuity, not a quick sprint: the University expects a three-year agreement with two optional one-year extensions. They anticipate kickoff in May 2026, with the goal of being in-market by September 2026 for the next recruitment cycle—so agencies that can ramp quickly and then optimize over time should find this appealing. Best suited for agencies with higher-ed or nonprofit experience, strong paid media operations (search, social, programmatic), and comfort collaborating closely with an in-house Integrated Marketing Strategist and senior leadership. Proposal deadline: February 27, 2026, at 11:30 PM EST. View the full RFP here. Download the RFP here.
How Chili’s Relevance Playbook is Anchored in Value and Culture
At a Glance Interviewee: George Felix, SVP & Chief Marketing Officer Company: Chili’s Grill & Bar (Brinker International) Location: Dallas, TX Website: https://www.chilis.com Industry: Casual dining restaurant brand Company Notes: 1,576 restaurants globally, with strong recent same-store sales momentum Best-Fit Agencies: CRM and lifecycle, social and creator, media and measurement, brand and integrated, PR and partnerships, customer experience Source: Brand New World Podcast The Big Picture Chili’s is in a real comeback cycle, with sales momentum and a louder voice in culture. Felix is focused on making the brand relevant again, not just well-known. He is pairing clear value with social-first behavior and better restaurant execution. This moment matters because the playbook is working, and the team is building systems to scale it. Top Stated Priorities Rebuild relevance across guests, the category, and culture. He sees relevance as the path to sustained growth, made more visible by platforms like TikTok. Balance short-term traffic with long-term brand building. He frames the job as “drive sales overnight and build the brand over time,” which keeps decisions grounded. Connect marketing to the in-restaurant experience. He says, “marketing brings them in and operations brings them back,” and he has built closer loops with operators and team members. Use marketing-led product innovation, not just advertising. Culinary and beverage now sit under marketing, so menu changes and simplification match the brand story. Let guests lead the content and even the product roadmap. The team leaned into organic cheese-pull content and then built new flavors to extend the behavior. Under-the-Surface Signals Speed and test-and-learn are becoming core muscles. This is implied because the team will launch ideas on social before a full menu cycle. The org is built for cross-functional feedback, not silos. This is implied because culinary, digital experience, and operations are tightly linked to marketing planning. They will keep investing in culture plays, not just offers. This is implied because Felix treats cultural deposits as a long-game growth lever. Brand safety and rights discipline will matter more as the swings get bigger. This is implied because internet-native work raises the stakes on approvals and usage. Your Next Big Wins Build a faster lifecycle engine that turns buzz into repeat visits. With CRM and loyalty positioned as core growth levers, CRM and martech agencies are a strong fit. Create a creator and social system tied to measurable store traffic. Social is shaping demand and product choices, so creator, paid social, and analytics partners can drive impact. Develop an always-on product storytelling pipeline around hero items. Legacy menu items are becoming fresh growth drivers, which suits content, production, and integrated teams. Design cultural partnerships that feel native and drive trial. Nostalgia and IP moments are proving to be reliable attention engines, making PR, partnerships, and experiential agencies ideal. Strengthen the handoff from marketing to operations at the restaurant level. The brand promise has to land in-store, so CX, training, and operational comms specialists are best suited. How I’d Break In I’d lead with a simple idea: turn relevance into repeatable demand, without losing the brand’s edge. Anchor the message on a “relevance-to-restaurant” system that links creators, CRM, and in-store moments. Bring proof from brands that grew with culture plus performance, not one or the other. Propose a 6-week pilot that pairs one hero item with segmented CRM offers and creator assets, then measures lift by market.
Where Agencies Fit as ModMed Rebuilds for Enterprise Scale
An analysis of the executive conversation and our research, surfacing the priorities and opportunity lanes agencies can leverage to win new business. At A Glance Interviewee: Justin Steinman, Chief Marketing Officer Company: ModMed Estimated Revenue: Location: Florida headquarters Website: https://www.modmed.com/ Industry: Healthcare SaaS; specialty EHR, practice management Company Notes: PE-backed, fast-growing platform serving 40,000+ specialty providers across 15+ specialties. Best-Fit Agencies: B2B healthcare demand-gen firms; ABM and performance shops; brand and rebrand specialists; AI and martech consultancies; thought-leadership and content studios. Source: CMO Journeys Interview The Big Picture ModMed is a scaled specialty EHR and practice software company now backed by Clearlake Capital, with a mandate to accelerate growth. Justin, a four-time healthcare CMO and former GM, has been brought in to turn that growth ambition into a repeatable, measurable engine. His early focus is designing a marketing organization and go-to-market model that can operate at true enterprise scale. The unifying idea is an “AI powered practice” story that runs across products, specialties, and customer sizes. For agencies, this is the moment before structures and partners fully lock in. Top Stated Priorities Scale marketing and sales to meet PE growth expectations. He was explicit that Clearlake expects ModMed to “grow fast” and sees room to nearly double the business. Redesign the marketing organization so ModMed can operate at scale. He is building around clear functions and single points of contact, so internal stakeholders never wonder how to access “the marketing machine.” Align everything under an “AI powered practice” master narrative. The campaign lets him tell one simple story at the top, then flex by specialty, product, and segment without fragmenting the brand. Run marketing as a customer-service business for internal and external stakeholders. He talks about product, sales, HR, and finance as customers, and wants to show them pipeline, bookings, and awareness metrics they can grasp quickly. Use agencies surgically for expertise he cannot or should not build in-house. He calls out LLM and search as prime examples today, and cites rebrands and other “once in a company” moments as classic agency plays. Under-the-Surface Signals He will favor agencies that talk revenue, pipeline, and coverage, not vanity metrics. This is implied because he repeatedly references SQLs, win rates, and “revenue per $1 of marketing” in both his background and his ModMed plans. He wants partners comfortable co-building in an ambiguous AI and LLM landscape. This is implied because he admits no one has LLM optimization fully solved and explicitly looks to agencies learning across many clients. Cultural fit and collaboration matter more than awards and rankings. This is implied because he dismisses lists outright, compares agency selection to dating, and stresses finding the right mutual match for his team. He pays close attention to an agency’s own work and thought leadership. This is implied because he reads what agencies publish, studies work samples, and even listens to their podcasts to understand how they think. Your Next Big Wins There is a clear opening to own ModMed’s LLM and AI discoverability strategy across its web ecosystem. This matters now because Justin is actively seeking external expertise on how sites like modmed.com should “talk” to people, search, and LLMs at the same time, and performance-minded SEO or paid media agencies are best positioned here. A second opportunity sits in building a scaled thought-leadership engine around the AI powered practice story. His track record with Definitive Healthcare’s podcast and content program shows he will back agencies that can turn data and clinical insight into ongoing narratives for specialty physicians and practice leaders. Demand-gen and ABM partners can help replate his org model into a segmented, metrics-driven program by size and specialty. Agencies that can plug into his product and specialty pods, deliver SQLs and wins, and report pipeline coverage in his language will stand out. There is also upside in supporting ModMed AMP, the marketing service ModMed already sells to practices. A specialist healthcare digital agency could quietly power parts of AMP’s web, SEO, and media execution, turning ModMed’s internal know-how into a more scalable, higher-margin offering. Finally, change-management and internal brand partners can help him “design ModMed to exist at scale.” Firms experienced in codifying narratives, playbooks, and enablement across large commercial teams can make his 80%-with-100%-onboard leadership philosophy real inside sales, product, and marketing. How I’d Break In Lead with his own language: growth, scale, and the AI powered practice. Anchor your outreach around one concrete problem he named, such as how ModMed’s site and content should be discovered by LLMs as well as humans. Offer a short, fixed-scope diagnostic that benchmarks their current digital footprint against competitors and outputs pipeline-linked recommendations. Propose a narrow pilot around one specialty or segment, with clear SQL and revenue metrics, to prove you can be the agency that “helps people buy from people” in a very technical category.
