How can business manage their relationship with their agency effectively?
So you have made the decision to appoint an external agency. Or you may have worked with one for some time. But how do you get the most out of them? What‘s the best way to ensure they are complementing your in-house resources?
The key thing to stress is that it’s a two-way relationship and as with all relationships, an appreciation of each other’s position goes a long way.
From our experience, we’ve built up a good picture of what marketers seem to value and what helps things runs smoothly from the agency side, so we thought we’d share our main insights.
What business owners want from their agency:
new ideas - you want us to come to you with fresh, exciting stuff
you want us to get it right first time
you're busy - so you need us to recognise that dealing with an agency or a particular project isn’t the only thing you’ve got going on
you’re looking for some energy, pace and direction to come from us
you need specialist expertise about things that would be too time consuming for you
you want us to challenge you
you have a willingness to share our knowledge
you expect us to have an understanding of your business, needs and pain points -
you expect us to be accountable
What an agency needs from you:
clarity on your wider business goals and challenges
an understanding of your business culture, values, systems and processes, particularly in relation to marketing
realistic deadlines and clear expectations of what’s to be delivered (of course this works both ways)
feedback - always!
to be challenged - there’ll be a reason we’ve done something; if we can’t explain why, you should sack us!
the space for us get on with the job - you’re hiring us for our knowledge, experience and capability, so stand back to some degree and let us do our stuff!
So what’s the secret to a successful client/agency relationship?
From our experience, it’s where the following are clear throughout:
time has been spent for the agency to understand the culture, values, systems and processes of the business - they ‘get’ your world
the agency understands the key stakeholders
clear expectations are agreed and set at outset, including budgets
open dialogue and lines of communication are agreed, including access to appropriate stakeholders
there are measures in place that will assess success
the relationship is open both ways to allow for feedback and challenge where appropriate.
From our side, we’ve seen that when a client and agency work in true partnership to a common goal, remarkable results can be achieved.
To find out more about how Revival Media could help your business, or to arrange an initial meeting, contact us today.