CMOs are putting the pressure on agencies for higher performing campaigns and experiences and the result is that agencies will need to transform. "In 2020, agencies will either reassemble their process, workforce, and capability to amplify audiences, activate campaigns, and build experiences with results or find themselves falling further into irrelevance," a new report from Forrester has found. The report found that a new generation of CMOs pressured to drive growth and disruptions through marketing will become the spark that ignites agencies to reorganize or retreat. In the age of automated tools, AI and machine learning, new skill sets will be required within these shops. New agency leaders will emerge next year to take on these issues to create more value for CMOs.