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2025 RSW/US Survey Report Summary: "Rolling Into 2026... What to Expect/What to Do"

Core Content Overview

This report provides insights into the current state of the professional services industry, particularly marketing and business development firms, as they approach the end of 2025 and the beginning of 2026. It outlines the challenges and opportunities firms face, along with actionable strategies for driving new business.

Main Findings

The State of the Industry

• Client Budget Constraints, Longer Sales Cycles, and Economic Uncertainty are key challenges.
• Despite these challenges, there are signs of improvement, with 45% of firms reporting that prospects are getting more serious about making changes.
• Only 7% of firms report having a strong and growing new business pipeline, but 50% feel their pipelines are improving.
• Referrals remain the top lead source, with 76% of firms selecting it as their best lead source for the second half of 2025.
• Investment in marketing and business development is expected to increase for 48% of firms.

New Business Trends

• Organic growth is seen as a key strategy, with many firms expecting to gain new business from existing clients.
• Pipeline management is crucial, and firms need to focus on targeted prospecting, nurturing, and consistent outreach.
• Inbound efforts are becoming more important, with content marketing, events, and outsourced sales teams being highlighted as effective lead generation methods.
• AI usage is on the rise, with 77% of firms currently using it for new business and 80% expecting to increase its use.

In-House Teams and Productization

• In-house teams are not disappearing, with 50% of firms reporting no reduction in the past year and 51% unsure about future changes.
• Productized offerings are becoming more common, with 62% of firms already using them or developing them, and 86% expecting to increase their use in the second half of 2025.
• Common services to bundle include AI services, content development, digital marketing, web support, social media, and media packages.

Key Recommendations

Build an Organic Plan

• Focus on existing clients and find ways to increase their engagement and spending.
• Offer value-added content and thought leadership to stay top of mind.
• Use structured outreach and consultative selling to build trust and demonstrate expertise.

Activate Inbound

• Content marketing is highly effective, with 89% of marketers stating they rely on agency content.
• Events and sponsorships can be powerful if paired with outbound efforts.
• Dedicated SDRs and outsourced sales teams help in continuous engagement and pipeline development.

Proper Pipeline Management

• Targeted lists and CRM tools are essential for effective pipeline management.
• Consistency in outreach and nurturing of prospects is key to success.
• Avoid relying solely on large clients; diversify and fill your pipeline with a variety of prospects.

Aggressive Investment

• Increase investment in marketing and business development to stay competitive.
• Focus on content creation, events, and outsourced sales as high-value areas.
• Avoid over-reliance on digital advertising, as it has shown limited success in generating quality leads.

The Foundation of AI

• AI is being used for content creation, proposal responses, research, personalization, and competitive intelligence.
• AI should be used as a tool, not a crutch; it enhances but does not replace human strategy and creativity.
• Be transparent with clients about AI usage and its limitations.

In-Housing Here to Stay?

• In-house teams are not going away, and firms should anticipate their needs.
• Provide overflow services or specialized support in areas like digital media, SEO, and content creation.
• Stay visible and position yourself as a partner to in-house teams.

Package It and They Will Come!

• Productized offerings allow for predictability, scalability, and better margin.
• Firms should bundle services that align with current trends and client needs.
• Keep offerings simple, offer clear choices, and highlight benefits.

Key Takeaways

• The professional services industry is showing signs of recovery.
• Referrals, content marketing, and outsourced sales are the most effective lead sources.
• Pipeline management and consistent outreach are essential for long-term success.
• AI is becoming a standard tool but should be used in conjunction with human expertise.
• In-house teams are still active, and firms should adapt to their needs.
• Productization is a growing trend and offers a solid path for revenue growth.

Actionable Steps

• Download the Definitive Outline for a Productive First Prospect Meeting.
• Invest in content creation, events, and outsourced sales.
• Develop a productized offering that aligns with client needs and showcases your expertise.
• Manage your pipeline with rigor, using CRM tools and nurturing strategies.
• Keep your firm visible to both prospects and clients through thought leadership and consistent communication.

About RSW/US

• RSW/US is a leading outsourced business development firm for marketing agencies and professional services firms.
• They offer two programs:
  • Full Service Program: Includes stability, tech stack, multi-channel process, customized messaging, and comprehensive support.
  • Launch Program: A cost-effective option with a dedicated SDR, shorter commitment, and faster ramp-up.

Contact Information

• For more information or to get started, visit www.rswus.com.
• Contact Lee McKnight (VP, Sales & Marketing) or Mark Sneider (Founder & CEO) at (513-559-3111/3101) or via email at lee@rswus.com and mark@rswus.com.