Build a more reliable path to qualified brand opportunities
Sustainable Pipeline is Setup’s selective monthly-retainer program for agencies that want to grow beyond referrals and connect with brands where there is a stronger fit across need, chemistry, capability, and timing.
Sustainable Pipeline is selective. Agencies must complete Certified by Setup, then Agency Assessment, and finally be accepted into the program.
WHY SUSTAINABLE PIPELINE EXISTS
Referrals are valuable. They are not enough.
Most agencies grow through referrals and relationships. That works until it becomes inconsistent. Sustainable Pipeline gives accepted agencies a more intentional path to qualified opportunities with brands that are actively looking for marketing support.
THE PROMISE
Qualified opportunities over 12 months
Sustainable Pipeline is built around a 12-month commitment to deliver qualified opportunities. The focus is not volume for volume’s sake. It is better-fit introductions shaped by brand need, agency capability, timing, budget, and chemistry.
THE RELATIONSHIP
A deeper relationship with Setup
Setup gets to know each accepted agency more deeply, including positioning, proof points, services, category strengths, ideal client profile, and where the agency is most likely to win.
WHAT AGENCIES GET
A smarter way to support agency growth
Qualified introductions
Introductions to brands with real needs, relevant timing, and a credible reason to consider your agency.
Better-fit opportunities
Opportunities shaped by category relevance, service fit, capability, budget, chemistry, and decision-maker needs.
Strategic alignment
A closer working relationship with Setup so we can represent your agency more clearly and confidently.
Added visibility
Potential exposure through Setup events, content, senior marketer conversations, and agency-facing promotion.
SELECTIVE BY DESIGN
Not every agency belongs in Sustainable Pipeline
Setup keeps Sustainable Pipeline selective to protect quality, fit, and opportunity value. Acceptance depends on positioning, readiness, category alignment, capability depth, chemistry, and Setup’s current collective composition.
BRAND EXPERIENCE
Trusted by brands looking for right-fit agency partners
For 12 years, Setup has helped brands identify better-fit agency partners. Sustainable Pipeline gives accepted agencies a deeper relationship with the team brands trust when they need the right marketing support.
“Setup really got to know Modo Modo Agency, understood what we did well, and provided amazing connections.”
Moira Vetter
Modo Modo Agency
“The process streamlined the amount of time I would have spent. The experience was like matchmaking.”
Trisha Amin
Formerly AbbVie, currently Monster Energy
HOW IT WORKS
A structured path into deeper partnership
Complete Agency Assessment
Agency Assessment is the required deeper evaluation step before an agency can be considered for Sustainable Pipeline.
Plan the partnership
Accepted agencies participate in a kickoff and planning process so Setup can align on positioning, ideal clients, proof points, and opportunity fit.
Connect with opportunities
Setup introduces accepted agencies to qualified brand opportunities over the course of the engagement.
WHY SETUP
Built on real agency-brand match experience
Setup has made more than 1,300 successful matches between brands and agencies. Sustainable Pipeline builds on that experience to help accepted agencies get closer to opportunities they are better positioned to win.
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, opportunity volume, and fit.
SUSTAINABLE PIPELINE FAQ
Common questions about Sustainable Pipeline
Does Sustainable Pipeline guarantee new clients?
No. Sustainable Pipeline is built around qualified opportunities, not guaranteed closed business. Agencies are still responsible for chemistry, proposal quality, follow-through, and conversion.
What counts as a qualified opportunity?
A qualified opportunity typically includes a real brand need, a relevant service fit, appropriate decision-maker involvement, a credible path to next steps, and enough context for the agency to evaluate fit.
Is Sustainable Pipeline available to all Certified agencies?
No. Certification is only the first step. Agencies must complete Agency Assessment, meet Setup’s criteria, and be accepted into the program.
Can specialized agencies be considered?
Yes, when the fit is strong. Setup may consider specialized agencies when their category focus, service offering, proof, and market demand create a compelling opportunity for brands.
NEXT STEP
Start with Certification
Agencies interested in Sustainable Pipeline should begin with Certified by Setup. From there, qualified agencies can pursue Agency Assessment and potential consideration for Setup’s selective monthly-retainer opportunity program.
TRUSTED BY LEADING BRANDS WHO HAVE FOUND THEIR PERFECT AGENCY MATCH
Fuel Your Agency's Growth with Expert Insights
STAY AHEAD WITH EXPERT INSIGHTS
Securing the right brand partnerships is just the beginning. Setup provides agencies with valuable resources, industry insights, and strategic tools to help you refine your approach, strengthen client relationships, and scale smarter.
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