What if I have both a product and managed services?

This came up again on a call today with a fantastic PPC agency who happened to have a fantastic product they use for clients, but also sell as a stand alone product. 

The dilemma for products with managed services operations (sales, quota's...) is clear: 

1. Agencies will worry if their clients use the product, the agency side will try to sell services to their client.
2. Tech companies won't commit to partnering with an agency that seems to not be sure what they want to be in a year (a SaaS company, or an agency, or both?)
3. And of course, the CEO of said product/service provider will not be able to create successful partnerships operations for both sides. 

My answer is in the video below, but in short: 

My suggestion to this agency / product founder was to: 

1. First create a landing page talking directly to digital agencies about how the work to build business together.
2. What their agency arm focuses on (in this case, they just do data analytics and serve optimization suggestions to clients based on the data). 
3. Then mention how they work with agency partners - do they white label behind the scenes? Do they provide the other agencies exclusive discounts? 
4. Finally, list out the types of agencies who they do not compete with and will gladly share business between. 

This ^ allows them to operate as an agency with partnerships for agencies and incentives to convert agency traffic to want to partner. 

Book a strategy call with me if you are an agency in this position.