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: firstname.lastname@example.org
Improving collaboration and business strategy alignment can eliminate struggles over agency roles, responsibilities and remuneration. Business relationship management insights and agency solutions here:
The term 360˚ used by some client agency relationship systems is actually misleading both from a functional and geometrical perspective - agency solutions and strategic management advice from Darren Woolley of TrinityP3.
That is a key finding of The Fournaise Marketing Group 2011 Global Marketing Effectiveness Program which interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia.
It is often the case that the marketer's agency roster will be a fairly traditional adhoc structure which has developed organically in response to an immediate need rather than built to specific strategic requirements.
Our experience is that the linking of the performance score card or relationship survey to the agency financial incentive or bonus is that it can have little or no effect or in the worse case scenario a negative effect.