Unlocking Synergy: Navigating the Dynamics of Client-Agency Partnerships Finding the Right Client-Agency Fit Series – Part 4

So you’ve hired and onboarded an agency. Great!

Now comes the process of making it work and reaching your goals. Although it’s imperative to business growth, building and maintaining a positive—and effective—client-agency relationship is often overlooked.

Relationships are more nuanced than KPIs and metrics, and I’ve yet to see actual client-agency training, even though it’s so important for daily interactions and long-term success. That’s why a lot of us fly by the seat of our pants, figuring it out as we go (but often missing the mark).

After 15+ years on the agency and client sides, I’m here to share key principles and dynamics that shape successful partnerships. In this installment of the client-agency fit series, I delve into demystifying the inner workings of a powerful client-agency relationship.

Principles for Building a Synergistic Client-Agency Relationship

It can be hard at times to put your finger on why something isn’t working. People are unique. The same goes for businesses and agencies. Thus, personality conflicts are bound to surface.

While there’s no simple checklist that guarantees harmony, there are some grounding key principles worth leaning on to nurture an effective agency-client relationship, or troubleshoot when things are a little rocky.

Alignment

Organizations are cross-functional by nature; securing buy-in from other departments or team members is imperative. I’ve found that while having a great point of contact (POC) in an organization is helpful, what matters more is the alignment of the full team. This alignment is imperative to driving productive conversations, decisions, and results.

Integration

With alignment comes organic integration. You don’t want to babysit an agency—you want one that’s an extension of your existing team. For a client-agency partnership to function optimally, a workable interdependence must develop. The two must integrate their interactions and communications.

Culture

At this point (after hiring), you understand both parties have the same or similar culture and values. Now, it’s about practicing what you both preach. For example, if your business and team value transparency, both sides should consistently embody that. You might ask yourself:

• “Have we set up communication in such a way that both sides give and receive the transparency they need?”
• “How can we embody transparency during this next meeting?”?
• “What do we need in order to deliver transparency for this campaign?”

And if you sense your team or the agency is slipping off the transparency bandwagon, it’s time for an accountability chat, bringing me to my next point.

Accountability

In a healthy partnership, both sides keep each other accountable without being argumentative or defensive. Accountability is about openly communicating progress, actions, conflicts, and outcomes. It also means being clear on who owns approvals and who implements those approvals, reporting on KPIs/goals, and getting the job done.

Accountability entails questions like:

• “Why did this happen?”
• “What was your thought process when pursuing this?”
• “What have we learned from this, and how can we apply that moving forward?”

Keep in mind that accountability should not drive shame. There’s a difference between saying, “You’re not doing your job,” versus, “I feel this is not aligned with our quarterly objectives. Can we discuss how we can make the right adjustments?”

Accountability drives empathy, responsibility, humility, and growth.

Complementary

A working relationship is most effective when there’s a good match between the client’s strengths/limitations and what the agency offers. You want the agency to not only help improve your limitations but also capitalize on your strengths.

For example, if you’re not well-versed in PPC strategies, you’ll want your agency to consistently fulfill that role. Or maybe you are well-versed in PPC—you just need a team that can keep your campaign afloat and back up discoveries and decisions with relevant KPIs.

A good partnership involves two parties that have each other’s back. This is symbiosis and trust.

Communication

Communication can make or break the client-agency relationship.Keep in mind the unique elements that can impact communication:

• Context and environment: Physical space, cultural norms, and distractions impact communication. A person who keeps going in and out of the Zoom meeting room to take other calls is not only distracting but can also deter you from effectively communicating.
• Listening: Listening to understand and not just to respond helps individuals see each other’s perspectives and fosters empathy. It also helps guide the conversation in the right direction.
• Feedback: There’s good and bad feedback. Good feedback is constructive; it’s candid yet caring even when the feedback is negative. It also involves asking and answering questions. Bad feedback undermines and leans on coercive tactics. There’s a level of ego involved, indicating the messenger isn’t fully rooted in results—rather, it’s about making themself feel good.
• Technology: Understanding the nuances of virtual written communication (e.g., emails, Slack messages, data platforms) is critical to maintaining impactful communication across remote and hybrid environments.
• Frequency: Providing timely communication (e.g., responding within 24 hours) and keeping each other updated on industry shifts/trends fuels a productive client-agency relationship. It can also positively impact the level of engagement between the two parties.

Recognizing a Good Client-Agency Relationship

A good agency understands the position its POC is in and knows that what’s good for the contact is good for the entire campaign.

Conversely, a good client grasps the inherent value of a strong client-agency relationship. They acknowledge that collaboration and mutual respect are essential ingredients for maximizing the partnership’s potential.

Let’s break this down by exploring three attributes of a good agency and three attributes of a good client. Click here to read the full article >>