75% of Agencies Say Breaking Through to Prospects is Harder Than Before

CINCINNATI, OH, UNITED STATES, October 21, 2026 /CourierPR/ -- An annual survey conducted by RSW/US, the nation’s leading outsourced new business firm dedicated to marketing agencies and other professional service firms, reveals that 75% of agencies surveyed say it’s harder to break through to prospects, a significant increase from the 35% reported last year. The survey, which included 150 senior executives at ad agencies, marketing firms, and PR firms across the U.S. and Canada, also found that referrals fell from 76% to 44% as a top source of new business in just one year.

The report, titled the 2026 Agency New Business Report, delves into the challenges agencies face in securing new business. Key findings include that 46% of agencies say prospects go dark after a first or second meeting, up from 16% in 2025. Additionally, only 13% of smaller agencies report that AI prospecting platforms delivered the meetings they expected, compared with 69% of larger firms. Despite these challenges, 67% of agencies expect new business to grow in 2027.

RSW/US, which has been helping agencies find and win new business for the past 21 years, attributes the shift in challenges to a broader issue of breaking through to prospects. The company’s findings suggest that agencies are increasingly focusing on positioning themselves differently to stand out from the crowd, as traditional methods of reaching out to prospects have become less effective.

The survey also highlights the changing landscape of new business sources. While referrals have declined, agencies are turning to other outbound channels, such as outsourced lead generation and traditional mailings, to find new business. However, smaller agencies continue to struggle with hiring new business personnel and implementing AI prospecting platforms, with only 41% of smaller agencies having hired a new business person, compared to 88% of larger firms.

RSW/US, the nation’s leading outsourced new business firm dedicated to marketing agencies and other professional service firms, has released its 2026 Agency New Business Report, an annual survey of 150 senior executives at ad agencies, marketing firms, and PR firms across the U.S. and Canada. The findings show that 75% of agencies surveyed say it’s harder to break through to prospects, a significant increase from the 35% reported last year. The report also reveals that referrals have fallen from 76% to 44% as a top source of new business in just one year.