Kuno Creative

Every operator conversation I have right now lands in the same place. Do we bring it in house, or do we source it? The middle-market CEOs who push back on agencies tell me they want to own the knowledge and the talent bench, not borrow it. Their marketing leaders tell me they don't have the bench or the budget to do either. Both of those are true at the same time, and I have sat on both sides of it. In the last two years that conversation picked up a third option, the tool that promises to do the work of the hire and the agency at once. So I scored all three against one question. Which of them can show you a result before the decision that renews it comes back around? None of the three can, the way they are normally bought. One of them can be made to, and only if you write it into the contract before you sign. That matters because spending you can't prove is the first thing cut when a budget tightens. It isn't that anyone dislikes the work. It's that nobody can show what it did. The brief is called The Proof Gate. I've bought from all three of these doors, and I wrote it from that chair. Four conditions to set before the money moves. Five questions to ask at kickoff instead of at the review. Every figure sourced. The two most quoted numbers in this category are not in it, because neither one holds up when you go looking for where it came from. It's free, so get the brief here: https://lnkd.in/gzBi5qMu If you are in this decision right now, I'd like to hear which way you're leaning and what's making it hard. Independent research, sponsored by Kuno Creative. The question, the test, the sources and scores are mine. #MiddleMarket #GoToMarket #TheProofGate

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