Agency partnerships look simple on paper.
In reality, they operate very differently from tech or referral partnerships.
In this Belly2Belly conversation, Bill Kenney sat down with Tom Balanda from Simpli.fi to unpack what actually makes agency partnerships work, and why trust matters more than transactions.
Tom brings deep experience from SaaS, martech, and adtech. His perspective is practical, grounded, and built on real operator lessons.
Why Agency Partnerships Are Different
Unlike technology platforms, agencies take significant risk when introducing a new partner to their clients. Each client represents meaningful monthly revenue and long-standing trust. A poor recommendation can damage relationships that took years to build.
That fundamentally changes how agencies evaluate partners.
While tech platforms often think in annual subscriptions and volume, agencies think in retention, outcomes, and reputation. Every recommendation carries weight. This is why approaching agency partnerships with a traditional referral mindset rarely works.
Tom emphasizes that vendors must lead with empathy. Understanding the agency’s risk profile is essential before expecting introductions or deal flow.
The Power of a “Give First” Mentality
One of Tom’s core principles is simple: give first.
Instead of leading with revenue goals or partnership targets, successful agency relationships start with value. That might mean collaborating on mutual customers, supporting existing accounts, or finding low-risk ways to work together early on.
This approach builds familiarity quickly, and familiarity builds trust. Once trust exists, opportunities naturally follow.
Trying to force immediate revenue often has the opposite effect. Agencies can sense when a partner is focused on volume rather than collaboration.
Early Wins Create Momentum
Tom also highlights the importance of celebrating early success. Even small wins should be shared internally and recognized across teams.
Sales reps get credit. Customer success teams get visibility. Agency partners feel appreciated.
This creates momentum and internal advocacy. Once one partner-influenced deal closes, others become easier. Tom compares it to breaking the four-minute mile. After the first success, everything accelerates.
Early wins reduce skepticism and encourage more teams to engage with partners, creating a flywheel effect.
Communication Is the Strongest Success Signal
If there is one metric Tom watches closely, it is communication.
Frequent back-and-forth conversations signal engagement and alignment. More threads mean more opportunity. Tom refers to this as “sprawl.”
In the first 30 to 60 days of a new agency relationship, the goal is to establish as many active conversations as possible across teams and clients. One successful integration is not enough. Durable partnerships come from multiple roots in the ground.
Consistent communication is a stronger indicator of partnership health than contracts or pipeline reports.
Internal Alignment Matters Just as Much
Agency partnerships often stall internally before they ever fail externally.
Sales teams may worry about losing control of deals. Customer success teams may fear increased churn or complexity. Without proper alignment, partnerships struggle to gain traction.
Tom stresses the importance of resetting expectations across internal teams. Agencies are advocates. They understand client needs deeply. They shorten sales cycles, increase deal sizes, and provide valuable insight into customer behavior.
When teams recognize agencies as strategic allies rather than competitors, partnerships scale faster and more effectively.
What Simpli.fi Brings to Agencies
Tom currently leads agency brand partnerships in the Northeast for Simpli.fi, an ad tech platform supporting programmatic advertising across connected TV, online video, display, and native channels.
Simpli.fi is especially known for inventing geofencing and for its real-time intent targeting capabilities, allowing agencies to reach highly specific audiences based on live behavioral signals rather than outdated segments.
The platform gives agencies greater transparency, control, and attribution across campaigns, making it particularly powerful for B2B and multi-location brands.
Tom also shared that he is always open to helping agencies explore new ideas and approaches to better serve their clients.
Key Takeaway
Agency partnerships succeed when you lead with trust, build momentum through early wins, and prioritize relationships before revenue.
About
MEET helps B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.