Recent research from SODA, an organisation that puts out an annual report on the state of marketing innovation, has shown that marketers are increasing their reliance on agency partners. In an increase from the past two years, 52% of marketers said in the survey that they now partnered with two or even three agencies in 2016. One factor this was put down to was the increasingly technologically-complex techniques that digital marketing is currently employing. Supporting this statement were results from another study from SODA, that reported that over 60% of marketers said that the largest skills gap areas were user experience and executive management. This data sheds light on why marketers might look to agencies to help them with products and driving long-term strategies.