Cutting the Fat: How Professional Services CMOs Decide Which Vendors Stay or Go

Quick Summary: Discover how professional services CMOs decide which vendors stay or go and build lean ecosystems that drive growth.

TL;DR:

  • Professional services CMOs face pressure to show ROI quickly
  • Vendor decisions often determine whether marketing strategy accelerates or stalls
  • Evaluate vendors based on alignment, results, and partnership style
  • Use a clear framework to separate valuable partners from costly distractions
  • A proactive digital foundation helps CMOs build lean, effective ecosystems

For marketing leaders in professional services, vendor choices can feel like a career-defining decision. Too many agencies or tech partners add complexity, burn budget, and create confusion. Too few and the team lacks the specialized expertise needed to move fast. The board expects growth, the sales team demands alignment, and the CMO is caught in the middle, needing to show progress without waste.

Deciding which vendors stay or go is not just about cutting costs. It’s about creating an ecosystem that actually drives results.

Start with Alignment to Strategic Goals

Every vendor should connect directly to your top marketing and business objectives. Ask:

  • Does this vendor contribute to measurable pipeline growth?
  • Are their efforts aligned with brand positioning and client experience goals?
  • Do they bring expertise that my in-house team cannot easily replicate?

Vendors that cannot be tied back to strategic priorities may already be creating drag.

Team Tip from 3 Media Web's Kim Carr Brache.

Evaluate Results Over Activity

A common trap is confusing “busy” with “valuable.” A vendor might deliver reports, campaigns, or assets, but if those do not create meaningful outcomes, the relationship is underperforming. Focus your evaluation on:

  • Leads and opportunities generated
  • Impact on revenue and client retention
  • Contribution to efficiency, such as faster turnaround or reduced internal workload

Activity is easy to measure, but outcomes prove the value.

Consider Partnership Style

Professional services thrive on collaboration and trust. Vendors should feel like an extension of your team, not outsiders delivering piecemeal services. Look for:

  • Responsiveness and clear communication
  • Willingness to provide strategic guidance, not just tactical execution
  • Transparency in reporting and decision-making

Partnership style often determines whether a vendor relationship is sustainable over time.

Build a Vendor Scorecard

Creating a simple framework ensures decisions are based on facts, not gut reactions. A scorecard can include:

  • Strategic alignment (1–5 scale)
  • Outcomes delivered (1–5 scale)
  • Partnership quality (1–5 scale)
  • Cost-effectiveness (1–5 scale)

Score each vendor quarterly and use results to guide budget allocation. This process brings structure to conversations with leadership and keeps decisions objective.

How 3 Media Web Can Help

One reason vendor ecosystems become bloated is that companies spread critical digital work across too many providers. 3 Media Web consolidates expertise into a single, strategic partnership. Our team provides:

With a proactive partner who supports multiple pillars of your digital strategy, you reduce vendor sprawl while increasing performance.

Focus Your Partners

Build Leaner Teams