Vetted + aligned
A deeper agency relationship.
Setup gets to know accepted agencies more deeply so we can better understand where they are strongest and which opportunities may be a better fit.
Sustainable Pipeline
Join Setup’s selective agency network.
Sustainable Pipeline is Setup’s retainer-based agency network for qualified agencies ready for deeper alignment, active consideration, and stronger-fit brand opportunities over time.
What It Is
Setup’s retainer-based agency network.
Sustainable Pipeline is the most selective way agencies work with Setup. Accepted agencies are vetted, onboarded, and aligned with Setup around their strengths, ideal clients, proof, and participation expectations.
Active consideration
Relevant opportunities over time.
Sustainable Pipeline agencies are actively considered for relevant brand opportunities when there is strong fit across need, capability, category, timing, and budget.
Selective by Design
Sustainable Pipeline is selective by design.
Setup keeps Sustainable Pipeline selective to protect quality, fit, and opportunity value. Acceptance depends on agency positioning, proof, readiness, category alignment, capability depth, chemistry, market demand, and Setup’s current network composition.
Fit
Right agency, right opportunity.
Agencies are considered based on where their strengths, services, category experience, and proof align with the brand needs Setup sees.
Readiness
Prepared to show up well.
Sustainable Pipeline works best when an agency has clear positioning, strong proof, responsive sales follow-through, and a focused growth strategy.
Demand
Aligned with market need.
Acceptance also depends on category alignment, current brand demand, capability depth, and the makeup of Setup’s existing agency network.
Why Sustainable Pipeline Exists
Referrals are valuable. They are not enough.
Most agencies grow through referrals and relationships. That can work well, until it becomes inconsistent.
Sustainable Pipeline gives accepted agencies a more intentional relationship with Setup so they can be actively considered for stronger-fit brand opportunities when the need, timing, budget, category, and capability align.
The Challenge
Referral growth can be unpredictable.
Relationships matter, but they do not always create consistent access to the right brand opportunities at the right time.
The Opportunity
Fit can be shaped more intentionally.
Sustainable Pipeline helps Setup understand where accepted agencies are strongest, so we can recognize when a brand need is a true fit.
What Agencies Get
A smarter way to support agency growth.
Active fit-based consideration
Sustainable Pipeline agencies are actively considered for relevant brand opportunities when there is alignment across brand need, agency capability, category relevance, timing, and budget.
Deeper strategic alignment
Setup gets to know each agency’s positioning, proof, services, category strengths, ideal client profile, and best-fit opportunities.
Clearer opportunity context
When a potential fit arises, Setup provides context around the brand need, stakeholders, scope, timing, budget, and decision process.
Added visibility
Sustainable Pipeline agencies may receive visibility through Setup content, events, senior marketer conversations, and agency-facing promotion.
How It Works
Built around evaluation, alignment, and fit.
Before an agency is accepted into Sustainable Pipeline, Setup needs a clear view of the agency’s ideal client profile, positioning, proof, capabilities, readiness, and fit with the types of brand opportunities we see.
1
Evaluate fit
Understand where your agency is strongest.
Agency Assessment helps Setup understand where your agency is strongest, which brands you are best positioned to serve, and whether your capabilities align with the opportunities Setup sees.
2
Confirm alignment
Align on expectations and participation.
If there is a strong fit, we align on expectations, participation, communication, and how Setup should represent your agency.
3
Join the network
Enter Setup’s agency network.
Accepted agencies enter Setup’s retainer-based agency network and are onboarded around strengths, fit, positioning, proof, and participation expectations.
4
Consider opportunities over time
Stay aligned to relevant brand needs.
Sustainable Pipeline agencies are actively considered when relevant brand needs align with agency capabilities, category relevance, timing, budget, and fit.
Flexible Partnership Thinking
Selective does not mean one-size-fits-all.
Some agencies are broad-service partners. Others are specialized, niche, or category-specific. Setup evaluates each agency based on where it can create the strongest fit for brands.
For some specialized agencies, Setup may explore custom partnership structures based on category focus, market demand, opportunity expectations, and fit.
What matters most
- Category focus
- Capability depth
- Market demand
- Opportunity fit
Why Setup
Built on real agency-brand match experience.
Setup has spent 12+ years helping brands clarify needs, evaluate agency options, and make better-fit agency decisions. Sustainable Pipeline builds on that experience by giving accepted agencies a closer relationship with the team brands trust when they need agency support.
1,400+
brand and agency connections made through Setup
“The close rate on the opportunities Setup brings us has been higher because they are already packaged and qualified.”
Kit Hues, Look Listen
Brands trust Setup to help find better-fit agency partners.
Sustainable Pipeline FAQ
Common questions about Sustainable Pipeline.
Answers to common questions about acceptance, opportunity expectations, Agency Assessment, Setup Certified, specialized agencies, and how Sustainable Pipeline works over time.
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A: Sustainable Pipeline is Setup’s retainer-based agency network. It is designed for qualified agencies that have been evaluated, accepted, onboarded, and aligned with Setup around strengths, ideal client fit, proof, and participation expectations.
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A: No. Sustainable Pipeline does not guarantee closed business. Agencies still need to win the work based on fit, chemistry, pricing, capability, and the brand’s decision process.
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A: Opportunity expectations are defined by the agency’s agreement and depend on fit with the brand needs Setup sees, agency capabilities, category relevance, timing, budget, and market demand.
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A: No. Setup Certified is an annual credibility credential and private database entry point. Sustainable Pipeline is Setup’s retainer-based agency network and requires deeper evaluation, onboarding, and acceptance.
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A: Yes. Agencies that want to be considered for Sustainable Pipeline need to complete a deeper evaluation. Agency Assessment helps Setup understand agency fit, readiness, category relevance, capabilities, and whether deeper engagement may make sense.
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A: No. Setup Certified is not required before Agency Assessment. The right starting point depends on the agency’s goals, readiness, and fit.
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A: Yes. Specialized agencies may be considered when their category focus, proof, capability, and market demand create a strong fit. Some specialized agencies may require a more focused partnership structure or narrower opportunity expectations.
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A: Accepted agencies are onboarded into Setup’s retainer-based agency network. Setup aligns with each agency around strengths, ideal client fit, proof, positioning, services, and participation expectations so the agency can be actively considered when relevant brand needs arise.
Next Step
Think your agency may be a fit for Sustainable Pipeline?
Sustainable Pipeline is selective by design. If your agency is interested in joining Setup’s retainer-based agency network, let’s talk through your fit, readiness, category alignment, and how Agency Assessment fits into the next step.