How to sell to Heads of Sales at Agencies companies in Australia
Heads of Sales at agencies in Australia are primarily measured on revenue growth. They respond to outreach that clearly connects the conversation to their latest campaign results or client retention rates. Demonstrating an understanding of their specific agency challenges, such as fluctuating client budgets or tight deadlines, will prompt them to engage with a stranger.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 558 agencies company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- tight project deadlines
- fluctuating client budgets
- high client turnover
- inefficient sales processes
The playbook
- 01
Identify agencies with recent client wins
Use a news aggregator or industry publication to find agencies that recently secured significant clients or contracts. Focus on those that may need additional sales support to scale their operations effectively after this win.
- 02
Pinpoint seasonal hiring patterns
Research agencies that typically ramp up hiring in Q1 or Q2. This indicates they might be expanding their sales teams and could be more receptive to solutions that enhance their sales capabilities during this growth phase.
- 03
Craft a message around client retention
Address how your outreach can help improve client retention rates, a critical focus for agency heads. Highlight specific strategies or tools that can assist in maintaining client relationships, particularly in a competitive landscape.
- 04
Anticipate objections about budget constraints
Prepare to counter budget-related objections by presenting flexible pricing models or ROI-focused case studies. Be ready to discuss how your solution can lead to long-term savings or increased revenue, justifying the investment.
- 05
Follow up after industry events
If you notice an agency has attended or sponsored an industry event, reach out shortly after. Reference the event to create a personal connection, and inquire about their insights or challenges faced during the event.
Can agencies companies even receive your mail?
We measured the DNS of 558 agencies companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 16.8% of 1–10-person companies against 55.4% of the largest — 39 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Boosting your agency's sales
- Client retention strategies
- Insights from recent agency wins
Questions
- Why do Heads of Sales at agencies ignore cold outreach?
- Heads of Sales at agencies often receive numerous cold emails that fail to address their unique challenges. If the outreach does not highlight specific pain points or demonstrate an understanding of their agency's context, it is likely to be overlooked.
- What common challenges do agencies face in sales?
- Agencies frequently struggle with maintaining consistent revenue due to fluctuating client budgets and project-based work. They also face challenges in scaling their sales processes to keep up with new client demands and market competition.
- How can I make my outreach stand out?
- To stand out, tailor your message to reflect recent developments in the agency's landscape, such as new client acquisitions or industry trends. Demonstrating knowledge of their specific situation can significantly increase engagement rates.
- What metrics do Heads of Sales prioritize?
- Heads of Sales typically prioritize metrics such as revenue growth, client retention rates, and sales cycle length. Understanding these metrics can help you align your outreach with their key performance indicators and demonstrate your value effectively.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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