What is more important – Scoring performance? Measuring relationship? Or Collaboration and Alignment?

Many contracts have provisions for Key Performance Indicators (KPIs) or have Service Level Agreements (SLAs). Notwithstanding the flaws of these approaches in marketing, if these are not measured or managed and therefore are largely pointless.

It is important to recognise that the relationship between marketing and the marketing services providers (agencies) should be managed and maximised, but what is the ideal way to do this?

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There are three basic models of measuring and managing performance in these relationships:

1. Performance score card – This is a one directional or one dimensional measurement, like a score card. In figure 1 above Group 1 is scoring Group 2.

2. Relationship survey measure – This is a two directional or two dimensional measurement, or a 180º assessment. In figure 2 above Group 1 is evaluating Group 2 and Group 2 is evaluating Group 1.

3. Multi dimensional relationship monitoring – Where the performance of a group is dependent on the performance of another group or third party, a multidimensional measurement approach is recommended as in figure 3 where Group 1 is assessing all Groups in two dimensions as do all other Groups. The performance of each Group is influenced by all other Groups.

The right measurement configuration depends on how you work with these other groups of marketing service providers.

Evalu8ing allows you to measure relationships across multiple groups of people working together.

This could be internally across the various departments within your organisation.

Or across the various service providers working with your organisation.

Or across teams working in different markets working together on the same project or to the same objectives.

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In any Evalu8ing survey there is a maximum of 8 groups.

There can be as many individuals in each group as you need.

You can map and define which relationships you want to measure.

Measuring all the relationships between 8 groups equates to 28 relationships within one survey.

Following we will demonstrate how you can configure Evalu8ing to measure your relationships in the way that best assists in measuring, managing and maximising their performance.

One or two dimensional measurement

Evalu8ing allows you to define the direction of the evaluation and measurement.

One dimensional measurement is ideal in situations where:

1. Where the target group is simply providing feedback or the assessed group has requested feedback.

2. The performance of the target group is not influenced or dependent on the performance of the assessing group.

If the performance of the target group is influenced by or dependent on the performance of the assessing group (in situations or co-creation) then a two dimensional evaluation is essential to determine how much the level of performance of the target group, such as the agency, is being influenced by the assessing group.

Where two dimensional measures are undertaken the criteria should be common to both directions to ensure a level playing field for evaluation.

Multi-Dimensional Monitoring

Evalu8ing allows you to measure these interdependent relationships to assess the cause and effect of performance on the overall relationships.

This system allows you to map the relationships that influence overall performance and measure the specific relationships to identify below average performing relationships.

These relationships can then be discussed and addressed in the context of the overall impact to performance, rather than in isolation.

The best format for measuring performance

1. If you want to score the performance of a supplier (agency) then a one dimensional approach is simple and easy to undertake

2. If the performance of the supplier is influenced by the buyer (marketers) then a two dimensional approach allows you to measure the performance of the relationship

3. If you have multiple suppliers (agencies) and their performance is influenced by each other and the buyer (marketers) then you need a multi-dimensional measurement approach.

No matter which one you need, Evalu8ing allows you to undertake these measures to manage and maximise the performance of the relationship.

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About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com
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