The high risk and reward of agencies becoming software developers

With the help of Will Critchlow, Russ Jones, and Ryan Evans, Jon Henshaw explores what agencies need to know before they commit to creating and selling commercial software.

As digital marketing agencies evolve, they create efficiencies to solve their client’s problems. Those efficiencies usually take the form of automated processes and custom applications. When those custom applications work well, agencies start to consider turning them into commercial software. If they’re successful, their reward can be exponential revenue growth, but if they fail, as many do, it can mean the demise of their business.

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