What CMOs Really Want From Agencies (And How to Pitch Like a Pro)
If you’ve ever walked away from a client pitch wondering, “Did that actually land?”—you’re not alone.
For many boutique creative agency founders, pitching can feel like a mix of intuition, experience, and hopeful guesswork. But what if you could hear directly from someone who’s sat on both sides of the table—agency and brand?
In a recent episode of Agency Darlings™, we sat down with Rebecca Sollinger, Chief Brand Officer at ARMRA, who’s worked with top-tier agencies like Droga5 and RoAndCo, and led brand growth at lifestyle companies like Sakara Life and Quiksilver.
Her advice? Cut the noise, get to the point—and know your worth.
Le Chéile helps creative agencies like you pitch with clarity, confidence, and strategic depth.
Inside the Mind of a Modern CMO
The role of the CMO has evolved dramatically. Today’s brand leaders aren’t just looking for splashy creative—they need strategic partners who understand the vision and the P&L.
Rebecca offered a rare, candid look into what CMOs actually want from their agency partners:
💡 Clear vision alignment
💡 Strategic thinking backed by business acumen
💡 Bold, but thoughtful, creative risks
💡 Honest, collaborative energy
And she reminded us: agency founders often make the best partners—because they understand what’s at stake.
How to Nail Your Next Pitch (Without the Fluff)
Rebecca didn’t hold back when it came to pitch advice—and her tips are a must-read for any agency trying to uplevel its client acquisition game:
✖️ Stop screen sharing your full deck
CMOs don’t want a 45-slide monologue. Send a pre-read, then use the live meeting to collaborate, not perform.
✔️ Lead with clarity, not volume
Show that you understand the brand’s values, audience, and business model—then bring the bold ideas.
✔️ Present two options: safe & stretch
CMOs want to see your range. Offer a grounded direction alongside a riskier extension—and frame both through a strategic lens.
✔️ Be transparent about AI and tools
Don’t hide your use of tech. Smart brand leaders appreciate efficiency—as long as creativity and thoughtfulness still lead.
Strategic Takeaways for Boutique Agencies
Whether you’re pitching a dream client or trying to retain a long-time one, Rebecca’s insight boils down to this: great agencies know who they are—and meet the moment with both boldness and humility.
Here’s what to keep in mind:
✔️ Clarify your agency’s vision. What do you stand for? What’s your unique lens on strategy and storytelling? Own it.
✔️ Ditch the ego. Bring the big ideas, but be open to “no.” Real partnership means co-creating—not pushing an agenda.
✔️ Pitch like a strategist, not a showman. Use meetings to ask smart questions and refine ideas together.
✔️ Know when to go bold—and when to rein it in. Confidence doesn’t mean recklessness. It means showing you understand nuance.
This episode is a must-listen for any agency leader asking:
“How do I earn trust, deliver value, and still stand out in a crowded market?”
Turns out, it’s not about doing more. It’s about doing the right things—clearly, boldly, and in partnership with the clients who get it.
🎧 Listen to the full episode of Agency Darlings™ featuring Rebecca Sollinger to go deeper into this conversation.
About the Author
Meredith Fennessy Witts,
Founder & Strategic Growth Advisor at Le Chéile
and Co-Host of Agency Darlings
With a background in financial and operational consulting and a successful track record of founding and scaling her own agency, Meredith brings deep expertise in strategic growth for indie creative and digital agencies.
Her company, Le Chéile, helps agencies scaling toward and beyond 1M+ in revenue to rightsize teams and payroll, increase founder pay, scale offers and packages and more. She helps clients to achieve their goals while clarifying their business strategy and finances.
She is a trusted authority on building mindful, profitable businesses—especially for underserved founders in the women, LGBTQ+, and BIPOC communities.