Five Fundamentals of Great Partnerships
by Joe Orlando, Director of Sales
11/02/2006
All too often marketing professionals hire outside agencies to accomplish a specific goal that is outside their direct area of expertise. Many times, these professionals can fall into a trap that causes them to expect their new Agency to magically resolve all problems by themselves. This is not the case. Here are a few things I've learned about working together with client teams to ensure successful outcomes.
In my experience I've been lucky enough to work with some great clients. They weren't great because their names fall within the Fortune 500 list or because they experienced unprecedented success. They were great clients because our goals were aligned for a successful outcome. Both sides had a concrete plan to achieve these goals, and both sides are willing to take some calculated risks to get there.
How can I recognize a potentially good partnership?
The first thing I look for is a solid plan and an expectation of reasonable results. What are they trying to achieve? Is it market penetration, improved conversion rates, a way to work more efficiently, or increased sales. The great clients have reasonable expectations. They don't expect magic. They know fundamental and incremental changes can lead to great success.
The second thing I look for from a great client is an understanding of where they stand now in their current situation. Are there benchmarks that will be measured against? What is their competition doing? Who is their audience and have they had success reaching them. If so, how and what was most effective. It's hard to win a race when you don't know where the starting line is.
The third thing I look for is complete buy-in by all parties involved. Is everyone is in full agreement about the goals? Are they invested in this change? In initial meetings that involve large groups, I will ask each individual to state what their goals are for this project. More often than not, the goals vary from person to person.
If it's going to be a group decision, I make sure that everyone involved agrees on the goals that are being set. Last thing wanted (from both sides) is a stakeholder that slows down progress. Competing with internal parties is a no-win situation. I look for consensus, responsiveness and a willingness to participate by everyone involved.
The fourth thing I look for is a client isn't afraid to provide constructive feedback in a timely fashion. As an agency, client feedback is critical for success. But getting feedback when it's too late helps no one. The Embarc process of milestones facilitates open communication and feedback. Great clients give feedback-good or bad-at all steps in the process. And a good agency will ask for that feedback. This give-and-take is another set of checkpoints that keeps both teams focused on the end goals.
Lastly, I look for is mutual trust. The client must trust their consultants and the consultants must trust the client. As the agency, we trust our clients to provide direction but also expect them to be willing to brainstorm and think outside the box. A trusted agency will bring new ideas and provide a fresh point of view.Great clients understand that as an agency, one of our goals is to make a profit and that there is a value associated to our time. At the same time, a great client will know that profits are not the only driving force. They understand that an effective agency is mainly focused on a successful engagement. We want more client references when the day is done. Profits are a natural byproduct of this effort.
To summarize, the characteristics of great clients that have had success working with interactive marketing agencies have a solid plan with measurable results in mind. They know where they currently stand and provide access to stakeholders who are invested in change. Great clients provide constructive and positive feedback at every step in the process and believe that mutual respect and trust will play an important part in success. Combined with a smart, talented, and hard-working Agency, these key characteristics will ensure your next project will not only be successful - but will exceed expectations.
