> **来源：[研报客](https://pc.yanbaoke.cn)** # 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**.