We've learned through decades of working with agencies large and small, in companies large and small, that agencies can't be great if they aren't managed well. What does this mean? It means that they need direction, expectations they understand, ongoing feedback and a foundation of trust to do their best. Here are some simple steps you can follow that will help you and your agency.
1. Kick-off effectively
- Sign an introductory contract versus a long-term contract
- Provide and go through business goals, budget and timing expectations
- Ask for a team roster and contact database
2. Meet regularly (weekly, bi-weekly, monthly)
- Set regular meetings at the beginning of the relationship and hold to them
- Define the key performance indicators (KPIs) you want them to provide at every meeting
- Provide business updates to inform the team of any changes in priorities, dates or projects that need to be addressed.
- Ask them to provide perspective on how the results are impacting the business goals and what they recommend to do to enhance results (not just show the results)
- Document agreements and action items including the person responsible and timing.
- Add the actions to the Marketing Action Plan and confirm the actions are complete before the next meeting
3. Conduct a review of results (quarterly, annually)
- Ask the agency to provide their results, insights and recommendations as part of the review
We have seen how this approach increases collaboration, creativity, innovation and business results. We hope it works for you too!