Strong agency positioning can transform how you compete – just look at what happened with Delta Airlines.
Recently, Delta Airlines made headlines for using AI to dynamically price tickets based on individual profiles. Controversial? Sure. But behind the noise was something worth paying attention to.
A little digging led me to the tech provider behind it, Fetcherr, an AI firm now powering pricing for Delta, Virgin Atlantic, and WestJet.
Their homepage says this:
“Maximize Business Performance with AI-Driven Decisions.”
And the subheadline is even sharper:
“We offer a cutting-edge generative AI architecture, empowering our enterprise partners to redefine how they maximize profit and optimize workflow.”
That’s not positioning fluff.
That’s an unapologetic signal to one specific buyer: “We help enterprise transportation brands extract profit from complexity.”
Fetcherr knows their buyer. They’re not selling “AI.” They’re selling a specific result to a defined vertical.
And that’s where the lesson begins, for agencies still trying to scale without a clear positioning spine.
The Real Problem Agencies Have Isn’t Leads. It’s Signal Confusion.
Most agencies still think they need more leads.
That’s false.
What they need is clearer agency positioning, so the leads they already have stop ghosting, comparing, or pushing back on price.
Fetcherr didn’t land Delta by pitching “tech capabilities.” They nailed their ICP, described the pain in Delta’s language, and positioned their outcomes so clearly that boardroom buy-in became inevitable.
Agencies can do this too, but only if they stop trying to be useful to everyone.
How to Build Strong Agency Positioning : 3 Steps
Let’s break this down in the same three steps I use with my clients.
Step 1: Nail Your Ideal Client Profile (ICP)
If you’re still the one closing every deal, your agency positioning isn’t just vague, it’s invisible.
Most agencies say they serve “B2B companies with complex sales” or “mid-market eCommerce brands.” That’s not an ICP. That’s a category with 30,000 competitors.
You need to know one buyer cold:
- Title: Who are they, exactly? CMO? RevOps? Founder?
- Trigger Events: What changed in their world that made them look for help?
- Top Three Pains: What are they tired of, frustrated by, or stuck with?
You should be able to say this without thinking. If you can’t, your marketing isn’t signaling, it’s vibing and vamping.
And beyond the profile, make sure they’re:
- Reachable: Can you name their events, Slack groups, associations, and go-to newsletters?
- Predictable: After 5 sales/networking calls, do the same 2–3 pains keep coming up?
💡 Pro Tip: Picking an ICP doesn’t limit you. It clarifies you. 💡 It’s not a one-time task. It’s a muscle. Build it.
Fetcherr did this. They didn’t pitch “AI.” They pitched “airline revenue transformation.” The result? No one has to ask, “So what do you do?”
Step 2: Define the Problem
Lead with the pain, not the pitch.
Your clients aren’t looking for services. They’re living a problem, and they’re looking for someone who gets it.
If you can describe that problem better than they can, you earn trust before you ever offer a solution.
A prospect told me this very thing recently. “Jeff, was reading your website and it was completing my sentences for me.” That’s what you’re aiming for.
Fetcherr didn’t show up with a demo. They showed up with this insight: “Your pricing is under-optimized and leaving millions on the tarmac.”
Agencies can do the same, if they stop leading with “solutions” and start naming the real pain:
Let’s say you serve SaaS founders. The pain might sound like:
- “We keep spending on paid ads, but our CAC keeps rising.”
- “Every quarter we set new MQL targets, but conversion rates haven’t moved.”
- “Investors are pressing for pipeline visibility, and we’re stuck guessing.”
Or if you work with B2B sales teams:
- “Our SDRs are sending hundreds of emails, and getting ignored.”
- “The sales team still can’t explain why we’re different.”
- “Every deal drags. Nobody’s making fast decisions.”
That’s what they’re feeling. If you lead with your offer, you sound like everyone else. But if you lead with their lived experience, you become the mirror.
Think: Urgent > Important Painkillers > Vitamins Specific > Generic
💡 Pro Tip: Record 10 calls with your ICP. Feed them into AI. Tag every phrase that starts with: “We keep…” “It’s killing us…” “Every quarter we…”
And if you want the real test? Try sending one of those pain phrases as a cold outbound subject line. If they reply, you’re in.
Step 3: Define the Outcome
This is where most agencies fumble the ball.
They lead with their method instead of the result.
“We do messaging work” “We help with funnel strategy” “We implement HubSpot systems”
That’s not what the buyer’s buying.
I’m going to say it again: THAT’S NOT WHAT THE BUYER’S BUYING.
Clients aren’t buying your system. They’re buying the after picture.
So sell it like this:
- “Book 8 qualified demos/month” → not “Revamp messaging.”
- “Cut onboarding from 12 → 6 weeks” → not “Process workshop.”
- “40% lift in eComm conversion” → not “CRO audit.”
This is what Fetcherr nailed. They didn’t say “We use generative AI to automate yield decisions.” They said: “We help you maximize business performance and profit.”
Outcomes create urgency. Outcomes justify pricing. Outcomes let you say less and close faster.
So What’s the Real Takeaway Here?
Fetcherr is doing what most agencies won’t: Committing to one buyer, naming the real pain, and selling the result.
And guess what? It’s working. They’re partnering with the biggest names in aviation, while most agencies are still sending “just checking in” emails.
The Delta Between You and Your Next Stage of Growth Isn’t More Leads
It’s tighter agency positioning. Sharper messaging. And outcome clarity that sells itself.
If that’s not in place, every cold email is just noise. Every sales call is a maybe. Every referral cycle feels slower.
You don’t need more tactics. You need a system that makes you the obvious choice, before you even speak.
Final Word: Stop Selling. Start Signaling.
The agency that scales in 2025 isn’t the one doing the most.
It’s the one that’s clearest about who they serve, what they fix, and what the buyer gets.
So ask yourself:
- Is your positioning that tight?
- Can your team describe the ICP’s pain better than they can?
- Are you selling the result, or still leading with the method?
Because the market’s shifting. AI is flooding inboxes. Trust is evaporating.
But the agencies who get picked first? They’re the ones who speak with precision, pain-first, and outcome-clear.
Be one of them.