If the vendor is over promising, then we are too. Normally we would set the parameters for the vendors so we aren’t dependent on them setting unrealistic expectations. If a vendor doesn’t deliver, then we didn’t deliver. We would never work again with a vendor that made a promise and didn’t deliver, unless the circumstances were well communicated and out of their control. We also wouldn’t blame them to our client. It is our responsibility that they failed. We consider any vendor an extension of our brand, so we vet them carefully enough that this rarely happens. As a vendor ourselves, we only make promises we fully intend to keep.

In order to secure the project vendors often over commit. This is often beyond relaistic, in order to manage this, organizations can set clear short-term, medium term and long term goals and evaluation criteria thay clearly communicates the performance at every step of the way...

Les fournisseurs peuvent parfois promettre des résultats ambitieux en marketing B2B, ce qui peut créer des attentes démesurées. Voici quelques stratégies pour maintenir un équilibre et obtenir des résultats concrets : - Définir des indicateurs de performance (KPI) précis : Clarifiez dès le début ce que signifie le succès pour votre entreprise et assurez-vous que le fournisseur en a une compréhension partagée. - Organiser des points de suivi réguliers : Programmez des réunions périodiques pour évaluer les progrès et, si nécessaire, ajuster les objectifs et les méthodes. - Se référer aux benchmarks du marché : Comparer vos attentes aux normes de l'industrie permet de distinguer les promesses réalistes des engagements exagérés.

3 steps to solve overpromising outcomes by vendors: 1. Set foundations - Define clear success metrics - Align with strategy - Communicate to vendors 2. Plan actions - Schedule regular check-ins - Research industry benchmarks - Create performance dashboard 3. Execute carefully - Monitor progress - Adjust strategies - Keep communication open Worst scenario: - Blindly trust promises - Blame channels when they fail - Never question positioning Moving forward: - Audit vendor relationships - Implement the 3-step solution - Reassess vendor fit if needed Don't change tactics before defining success. Clear expectations = successful B2B partnerships.

Vendors overpromising on B2B marketing results can lead to disappointment and misaligned expectations. To navigate this effectively: Set Clear KPIs: Clearly outline your expectations and success metrics at the outset, ensuring both sides agree on measurable outcomes. Hold Regular Reviews: Conduct frequent progress check-ins to assess whether the vendor's promises align with actual results, and adjust strategies if needed. Rely on Data: Research industry benchmarks and use them to evaluate whether the vendor’s projections are realistic.