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Marketing clients want shiny digital ideas. Sell them as "innovation for PR" nothing more.
The digital product clients don't want anything to do with agencies (mostly rightfully so) so set up quarterly collaboration sessions between product, marketing and agencies on improvements (on a consultancy style horizon scale eg fix, grow, transform) to their digital roadmap activities based on current brand marketing problems or consumer insights or growth opportunities. This will help digital teams see the tangential creative leaps agencies can provide also see the benefit of grounding digital ideas in consumer insights and what a brand stands for. Plus they can cherry pick small or big ideas to put into their digital roadmaps instead of having to implement all their resources behind one big idea that their agency and marketing team thinks is great.
They all want results and vision. Show them what you think success looks like for them, and then show them how it get there. Include some slick ass creative.