Do you actually know what your technology partnerships are worth?

Agencies invest significant time, money and resources into partnerships with platforms such as Google, Adobe, Salesforce, HubSpot and many many others.

Certifications. Training. Partner fees. Events. Sales support. Internal specialists. Joint marketing. Maintaining partner status.

But there is a surprisingly simple question that many agencies struggle to answer:

Are our partnerships actually profitable?

There is no commonly accepted methodology for calculating the real return on an agency partnership. As a result, partnerships are often managed around status, relationships and revenue generated - without understanding their full cost or commercial contribution.

In this 30-minute webinar, based on 20 years of agency and partner experience we will introduce a practical way of looking at Agency Partner Profitability and some of the questions every agency should be asking.

What we'll explore

We will look at the different layers behind partnership profitability, including:

• What does a partnership really cost your agency?

• What resources are you committing beyond the obvious fees?

• What are your partners actually giving you in return?

• How much revenue and opportunity can genuinely be attributed to the relationship?

• How should agencies compare and prioritize different partnerships?

• Where could partnerships create significantly more commercial value?

Who should attend?

This session is designed for agency & founders, CEOs, CFO, CCO, COO, Directors and people responsible for partnerships, Martech, commercial development, technology alliances, sales or agency strategy.

It is particularly relevant for agencies working with multiple technology, media, data, ecommerce and marketing platforms.

What will you take away?

You will leave with a clearer understanding of the factors that determine whether a partnership is genuinely creating value - and a framework for starting a more commercially focused conversation inside your agency.

The webcast also provides an introduction to the Making Agency Partnerships Profitable Masterclass, where we go deeper into the methodology and work practically with how agencies can assess, prioritize and improve the profitability of their own partner portfolio.

Format: 20-minute conversation + 10-minute Q&A
Friday · 08:30–09:00

ON THE MOVE

On The Move” is the new short format where Brand Leadership Community will bring together experts and specialists to discuss subjects you can listen in on while you are “on the move”. No slides, just the conversation and insights.

Your Hosts:

Robert Alexander Johnson is the Host and Programme Director of the Agency Leadership Forum 2026. Robert brings a unique, 360-degree perspective to agency profitability, having spent a decade each in vendor, brand, and agency management. In his brand roles, Robert managed agencies and tech vendors; as a tech vendor, he managed brands and agencies; and as an agency leader, he managed brands and tech vendors. He will share the ins, outs, and closely guarded secrets to success from all sides of the ecosystem. Most recently, while managing IIH, Robert’s strategies resulted in technology partnerships contributing 27% of agency income, with the category growing by 88% from 2020 to 2024.

Steen Rasmussen is a seasoned agency leader and digital expert who collaborates closely with Robert to uncover the hidden value within agency-vendor ecosystems. With deep roots in the Nordic analytics landscape, Steen brings hands-on experience in structuring agency operations for maximum profitability. His approach ensures that agencies can maintain their cutting-edge tech capabilities while building sustainable, recurring revenue streams from the vendors they support.