Growth Partner Index/The Publication
Insights
Evidence-led analysis for choosing, evaluating and working with growth agencies.
Measurement
Why Incrementality vs Attribution Is the Wrong Debate
Attribution and incrementality answer different questions across distinct time horizons. Learn how to connect lift studies with daily attribution signals to eliminate internal conflict and build a disciplined media measurement architecture.
Jake Jorgovan · September 29, 2026 · 20 min read
Media buying
How to Build a Media Buying Proposal Template That Survives Procurement Scrutiny
A media buying proposal template must balance narrative strategy with a tactical media plan. Discover the field-by-field structure, fee separation models, and incrementality frameworks needed to survive rigorous procurement and CFO scrutiny.
Jake Jorgovan · September 29, 2026
Agency pricing & contracts
Why Paid Media Agency Pricing Models Fail Advertisers, and How to Fix the Contract
Standard paid media agency pricing models reward media spend and hours rather than profit margin. Learn how to evaluate fee-to-media ratios, eliminate hidden markups, and structure contracts that align agency compensation with incremental business growth.
Jake Jorgovan · September 19, 2026
SEO & AI search
SEO Agency vs GEO Agency: Why Generative Search Changes Partner Selection
Evaluating an SEO agency vs GEO agency? Uncover why generative search demands rigorous citation tracking and structured execution over agency rebrand claims.
Jake Jorgovan · September 18, 2026
Creative & creators
Performance Creative Agency vs UGC Platform: The Real Tradeoff Is Who Owns the Testing Loop
Choosing between a performance creative agency and a UGC platform comes down to who owns the testing loop. Compare the true operational costs, team bandwidth requirements, and iteration velocity needed to prevent creative fatigue on Meta and TikTok.
Jake Jorgovan · September 17, 2026
Agency RFPs & procurement
How to Run an Agency Pitch Without Wasting Budget: A Cost-Controlled Process for Marketing Leaders
Running an agency pitch is a six-figure internal investment that often ends with the incumbent. Here is how to evaluate triggers, structure stages, and control costs.
Jake Jorgovan · September 16, 2026
Agency pricing & contracts
Marketing Efficiency vs Effectiveness: Why Your Agency Contract Decides Which One You Get
Agency scorecards full of ROAS and CPA improvements can mask flat new-customer growth. Learn how to structure partner contracts and incentives around true incremental business effectiveness rather than low-cost platform delivery.
Jake Jorgovan · September 14, 2026
Digital marketing strategy
How to Allocate a Marketing Budget Using Incrementality: Channels, Testing Reserves and Agency Fees
Move beyond arbitrary percentage rules. Discover how to build a marketing budget funded by verified marginal return thresholds, right-sized testing capacity, and agency retainers evaluated on true incremental lift.
Jake Jorgovan · September 13, 2026
Media buying
Traditional Media Buying vs Digital Media Buying: How to Decide Where Each Belongs in Your Mix
Traditional and digital media buying differ less in what they achieve than in what they let you observe. Learn how to balance offline certainty with programmatic agility, avoid attribution overlap, and audit partner performance.
Jake Jorgovan · September 12, 2026
Agency selection
Independent Agency vs. Holding Company: What Marketing Leaders Should Compare
Compare independent agencies vs holding companies on buying scale, fees, AI tooling, and staff turnover. Use an objective scorecard to evaluate evidence.
Jake Jorgovan · September 12, 2026
Agency selection
Agency Performance Evaluation Template: A Quarterly and Annual Scorecard for Advertising Buyers
Most agency evaluation templates are repurposed HR forms. This guide provides a dedicated quarterly and annual agency scorecard that separates operational delivery from verified commercial contribution to guide renewal, repricing, and scope decisions.
Jake Jorgovan · September 11, 2026
Measurement
Marketing Incrementality Testing: What to Require From Your Agency Before You Commit Budget
Attribution tracks correlation, not causation. Learn the exact marketing incrementality testing standards, test designs, and reporting templates marketing leaders must require from their agencies before committing ad spend.
Jake Jorgovan · September 11, 2026