Still Waiting for the Market to Come Back? You’re Already Losing.

In February 2025, we surveyed agency and consulting firm leaders about the challenges of new business over the last 12 months. 70% said it was either somewhat harder or significantly harder. When we asked again just three months later, that number had climbed to 76%.

And yet, despite clear signs that the environment is getting tougher, many firms are still waiting. Waiting for that one big win in the pipeline before investing in new business strategies. Waiting for budget approvals. Waiting for clarity. But here’s the reality: waiting is a risk.

We hear it all the time: “Once this deal closes, we’ll be ready to go.” But often, that deal drags on or falls through entirely. And by the time firms come back to prioritizing growth, they’ve lost six months or more. Whatever business development work they finally start won’t even impact this year’s numbers.

Ironically, these same firms are frustrated that their prospects are slow to move. But they’re falling into the same trap, stalling on decisions while the market moves on without them.

This is the new normal. Economic uncertainty, election-year volatility, shrinking margins, and the rise of AI are changing how decisions get made. The firms that win won’t be the ones holding out for better conditions. They’ll be the ones adapting to the now.

And if we run this survey again in three months, I don’t expect the trend to reverse. But here’s the good news: 24% of agencies aren’t saying it’s harder. Why? Because they’re moving. They’re testing, adapting, and investing while others hesitate.

You can wait and hope. Or you can join the 24% and act.