Episode 38

March 31, 2023

Agency Spending, Strategic Priorities, and Key Industry Trends w/ Tom Beck

View Show Notes

Welcome back for the 3rd recording from our 4-part Linkedin Live series that Kantata is hosting. In this episode, we talk with Tom Beck, the Executive Director of SoDA (Society of Digital Agencies). Tom talks about the 2023 Digital Outlook Study – an annual study by Forrester and SoDA that delves into spending plans, strategic priorities, and key industry issues from the perspective of marketing and technology leaders. Brent, Banoo and Tom dig into some of highlights from the report and provide an overview of what to expect in 2023 and beyond:

Other topics covered in this episode are:

  • Indicators of how concerned agencies and marketing firms should be about the economy
  • How client-side spending is impacting key agency initiatives
  • Client-side strategic priorities around organizational growth and how that’s that impacting agencies
  • Accelerated investments in digital marketing and tech
  • How talent struggles are shaping the agency space and shifting them to be more specialized

To learn more download the 2023 Digital Outlook Study on the SoDA website: https://www.sodaspeaks.com/research/.


Banoo Behboodi

Vice President, Success Engineering

Banoo Behboodi is a 20+ year software and services leader with extensive experience executing change initiatives with oversight of Customer Success, Professional Services and Delivery and Consulting functions. Banoo’s earlier experiences with AT&T Mobility, Coca-Cola Company and Ernst & Young leading key transformational and compliance projects, provided the foundation needed to be an effective leader and a change agent with a customer first mindset. Banoo is passionate about driving continuous improvement through sharing best practices and empowering resources through technology and analytics to optimize performance and job satisfaction while driving business outcomes.


Brent Trimble

Vice President, Value Engineering

Brent Trimble is a 15+ year agency leadership veteran who has led agency growth and operation initiatives. As Kantata's VP of Value Engineering and the Managing Director of Marketing Service & Agency Vertical, he specializes in mapping and improving agency workflows. Deploying market understanding and best practices, Brent helps agencies refine processes and staffing dynamics. He isolates key metric improvements resulting in faster revenue recognition and ultimately models performance impact. Before joining Kantata Brent held positions at Interpublic Group, Accenture, WPP, independent agencies and consulting firms.