NoGood's rise through the 2026 agency rankings rests on a model the New York firm calls the growth squad: embedded, cross-functional teams that run rapid experiments across paid media, SEO, CRO and lifecycle marketing instead of handing work down a chain of specialists.
How a Squad Actually Works
A squad sits close to the client's own team, with direct access to data and authority to kill underperforming tests without a three-week approval cycle. The client roster, which has included Basecamp, Elastic, SentinelOne and PointClickCare, spans B2B software and direct-to-consumer brands; proof the model transfers across business types.
Why Velocity Beats Cleverness
The underlying bet is that growth in 2026 comes from learning rate, not from any single channel insight. Platforms change auction dynamics monthly, and creative fatigue arrives faster than quarterly planning cycles can absorb; squads compress the loop between hypothesis, test and decision.
For companies whose internal culture moves fast and wants a partner that tests relentlessly, documents what works, and kills what does not without ceremony, NoGood's model remains the benchmark other agencies benchmark against.
