How well does your agency work with your client and other rostered agencies? Is everyone on the roster clear on their roles and responsibilities? Do you have a robust and agile process that aligns with all other stakeholders? Do your clients and other rostered agencies engage and collaborate to deliver high performance outcomes? Do you wish the go-to-market process was faster and more agile? We find that most agencies do not have a consistent and defined process or a detailed set of performance expectations for their clients.
We work collaboratively with the agency team and the clients to detail the process and then design opportunities for greater agility and performance by identifying and removing bottlenecks, duplications and waste. The result is a clear and agreed process with detailed roles, responsibilities and most importantly performance expectations for all stakeholders – especially to the client as they have clarity on who does what and when.
Contracts have traditionally defined the performance of suppliers through Service Level Agreements (SLAs), Key Performance Indicators (KPIs) and the like. But these are best applied to supplier relationships, which are more autonomous and less dependent on others for their performance. Because of the complex and interdependent nature of marketing, the performance of any individual agency is highly dependent on the marketer and the other roster partners. Therefore rather than a simple services agreement, what is required is an approach that captures and defines the rules of engagement based on the expectations of the marketing team and their agencies. This approach is the Engagement Agreement, which becomes an operational guide to performance expectations across the roster and therefore meets the clients’ expectations on delivery of effective marketing.
The Engagement, Performance and Process Agreement can be used to address performance issues before they become a relationship issue in order to:
Through a series of facilitated workshops involving the lead agency partners and the client marketing team, we map and discuss the various interactions and processes, capturing the expectations of all parties for delivering optimal productivity, speed and quality of output. These processes can include annual planning and budgeting, campaign-based and agile marketing processes, annual performance reviews and more. The output of the process is an agreement between all parties on how they will engage effectively with each other.
Read more on Engagement, Performance & Process Agreements for Agencies here