While we talk about agencies, the fact is that most marketers have a roster made up of all sorts of suppliers and vendors. In fact agencies will often be just a small number compared to the overall number of companies that share in the marketing budget. But nevertheless the more suppliers on your roster the more fragmented your spend and the less buying power you have with each one. So what is the right roster size for you? Do you have the right number of agencies and suppliers to meet your strategic needs, or are there too many? And are they are right type with the right capabilities to meet your needs? As marketing communications have become more complex it has become easy to add a new supplier to the roster and in the process dilute your marketing budget even more.
So this is why we ask:
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