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When an agency signs a new client, both parties start out excited about the potential mutual success the partnership may bring. Without a strong kickoff to gather the right data, illuminate the bigger picture and uncover a clear objective, however, a lack of momentum and focus could leave clients feeling frustrated and their agency partners straining to meet expectations.
Below, members of Forbes Agency Council share steps they would take to ensure beneficial outcomes if they were a new agency client. Read on to learn what they would do to make sure they would receive the most value for their money and really move the needle toward reaching their strategic goals by working with an agency.
1. Align Your Goals In A Single Agenda
First, you want to make sure there is goal alignment. You want a single agenda for both you, as a customer, and the agency. Make sure the agency’s KPIs will help your business goals and not theirs. Second, consider your agency team your team. Avoid too much formality in the relationship; integrate them into some of your team meetings, iMessage them, WhatsApp them—make them feel they are on your team. - Jordi Marca, Gotoclient
2. Set Mutual Short- And Long-Term Goals
The first few weeks with a client are crucial for setting mutual short- and long-term goals. Get clear communication systems in place so that you can easily track the agency’s effectiveness. We encourage clients’ input along the way to ensure everyone is on the same page and that their investment is getting a high return. We see the greatest outcomes with clients who are invested in the process with us. - Meredith Xavier, The Ligné Group
3. Initiate Open And Transparent Communication
I would prioritize trust and shared values by initiating open and transparent communication. A collaborative environment where concerns, expectations and strategic goals are candidly shared not only maximizes value for the financial investment, but also paves the way for a long-lasting relationship. - Tom Elstner, Zoogency GmbH
4. Invite The Agency Team To Your Office Regularly
I would invite the agency team to work from our office one day a week for two to three months. This would allow them to get to know us and our business in ways that presentations, dinners or events never could. I would randomly invite them into our meetings, have them sit in on vendor meetings, have them join our all-hands meetings—all of it. Blur the lines between client and agency and make us one team. - Michael Parise, DENT Agency LLC
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5. Set Quarterly Benchmarks
At the outset of the engagement, you have to be very clear, specific and realistic about what a successful communications campaign can do to advance your organization’s goals. Set quarterly benchmarks. Meet regularly (ideally, weekly) to track your progress. Don’t be afraid to ask tough questions when the program is falling short. - Nathan Miller, Miller Ink, Inc.
6. Walk Through The Influence Model
Take the time to walk through the influence model, which analyzes audiences and routes of influence (formal and controlled, informal and media-based, or verbal). This maps out existing efforts, highlights opportunities and raises the importance of alignment and repetition. It’s always an eye-opener and worth the time and money. - Merrie Spaeth, Spaeth Communications
7. Demonstrate How Your Business Is Unique
The most valuable asset a business or a brand can have is a well-respected and highly differentiated identity. Spending ample time demonstrating to the agency how the business is unique and what sets it apart will keep the agency focused on telling breakthrough stories. - David Racine, Punch PR
8. Establish Transparent Success Metrics
As a new client, first, we’d collaboratively establish transparent success metrics tied back to core goals before formally kicking off. This grounds the scope, sets expectations and facilitates open communication. Maximizing partnership ROI then tracks back to preparedness—having required assets and information ready to transfer up front accelerates launching capabilities for faster traction. - Laura Meyer, Envision Horizons
9. Set Clear Expectations And KPIs
Clearly set expectations and KPIs, then actively listen. Acknowledge the agency’s expertise, emphasizing that you have a collaborative partnership. Together, you’ll experiment with new strategies—embracing risk and staying flexible. If needed, adjust course honestly and quickly. Leave egos aside; you’re in this together for mutual benefit. - Cathy-Anne O’Brien, BlueSky Communications
10. Listen To Your Agency Team’s Advice
If I were my client, I would listen to my PR firm and our advice. After all, this is what the agency gets paid for, so let them do what they do best. I would also make myself as available as possible for coverage and interview opportunities, whether on a tight or longer deadline. It’s easy to say, “I don’t have time,” but every such opportunity could be pivotal to your brand’s future success. - Ayelet Noff, SlicedBrand
11. Align On 30-, 60- And 90-Day Success Metrics
As a new client, ensuring alignment on success metrics for 30, 60 and 90 days is critical. We need detailed discussions to sync goals with proposed strategies. Additionally, managing expectations is vital to ensuring we’re all aligned with all planning. A dual focus on external and internal alignment is essential to harnessing agency expertise to drive toward significant strategic achievements. - Jonathan Schwartz, Bullseye Strategy
12. Thoroughly Discuss Your Business Outlook
I would ensure we thoroughly discuss our business outlook and KPIs with our marketing partner to review expectations. Digital marketing encompasses many different mediums, so you have multiple options at your disposal. Examine all of your possibilities with your marketing partner and listen to their expertise, but also ensure that every dollar you spend is aimed at a KPI you care about. - Seth Price, BluShark Digital
13. Effectively Manage Data Transfer
Effectively managing data transfer is crucial for a new agency partnership to contribute significantly to your strategic goals. Clearly outline your strategic goals and determine how data transfer aligns with these objectives. Understanding what specific data is essential for meeting your goals will guide the transfer process. - Jessica Hawthorne-Castro, Hawthorne Advertising
14. Address Historical Challenges Up Front
Address historical challenges from the very beginning, identifying clear benchmarks that both the client and the agency can align on. In order for an agency to reach a client’s goals, there needs to be an honest conversation about those goals and a high-level discussion on how to reach them. - Stephanie Sprayregen, Spray Marketing
15. Clarify Profit Drivers’ Connection To Marketing
Paint a clear picture of profit drivers and how that picture connects to marketing. All too often, programming is chosen for the sake of “marketing” and not business growth alignment. The strongest partnerships are built on trust and having skin in the game. Work together up front on the scope, and incentivize the agency to meet goals. The plans will be a lot different if their income is connected to the output. - Chris Miller, mabl
16. Prepare A Comprehensive Presentation For The Kickoff
A killer kickoff is simple, but powerful. As a new client, I wouldn’t just go through a brief or a kickoff document. I would prepare a comprehensive presentation with examples of past campaigns and creatives, an organizational chart, a SWOT analysis and profiles of our customers. I’d highlight gaps in our knowledge and places where we were super-confident. - Christine Olivas, Co Conspirators
17. Designate A Dedicated Liaison
Designate a dedicated liaison to work with the agency—someone who is as excited about moving the needle as the agency is. That person should have some PR savvy so they realize that you often have only hours to respond to a media opportunity, but that it can be worth it when you get big wins! - Jodi Amendola, Amendola Communications
