Finding the right agency, within your budget, can be a challenge. And while many agencies would call their clients “partners,” the truth is that REAL agency/client partnerships are few and far between. 

“Agency/client nirvana” exists when there is true collaboration with transparency and alignment between agencies and clients. It’s when both parties are ACTUALLY helping each other be successful, regardless of an exchange of money.

While it takes two to tango, marketers hold some important cards in the agency/client relationship. When managed well, an agency can feel like a true extension of your team. Since you/your company is footing the bill, you should look at your agency as a true partner you’ve invested in, rather than someone to pass orders to. Here are a few ways to elevate the client/agency dynamic as a brand marketer. 

1. Defined Needs + Clear Budgets =  Pricing Tran$parency

Budget is obviously an important piece of the puzzle. You may not understand exactly what something should cost, and that’s completely valid. The price tag of a flashy, customized website has a few more zeros than one that uses an out-of-the-box template. So if you don’t know the cost, come in with a “we are comfortable spending” budget. Or if there’s a hard number you can't spend more than, give that to your agency partner. They can guide you from the start on how to maintain or come in under that budget.

What’s equally important is that you clearly define your needs to the agency and what needs to be achieved. Take the customized website as an example. What customized features do you need? What level of interactivity are you looking for? What items are negotiable and which ones aren’t? What KPIs will you use to measure the site’s success? Give as many details as you can so the agency can give you the most bang for your buck.

2. Tell ‘em what’s on your mind   

Like any successful relationship, agency/client nirvana requires open and honest communication. Congrats– you've already checked this box once during the budget/needs chat! Now, you have to continue having direct conversations. 

Agencies want to understand their clients more. Trust me. You’d be surprised how many agencies crave that deeper level of feedback. They want to know what’s working well for their client, what’s not going great and how they can continue bringing value to the partnership.

An easy fix for this is carving out a recurring meeting together that’s focused solely on how things are going. It may feel weird at first, but this will create space to address any issues ASAP. Passive/aggressive tactics only lead to tense relationships. Say what’s up, problem solve and move on.

3. Put your expectations on the table 

As someone who talks to marketers and agencies all day, every day, I’ve learned that establishing expectations is a biggie. While their stories are unique, a common takeaway is that real partnerships (of any type) can’t exist without expectation management. 

There are four types of expectations you need to discuss, mutually agree on and document with your agency. First up is expectations of deliverables. An agency has already proved their capabilities and credibility, so “great work” is only half of it. Outline all the important pieces of the finished product– strategy, creation, functionality, performance and so on– before you start building it.

Next up is logistical expectations. Timing is one piece of it. This includes deliverable timelines, communication frequency and timeliness and meeting cadences. The other half is the process. Document how the work gets done, the people it requires and the tools that are used. Figure out the logistics now so both parties can work smarter, not harder, and meet all your KPIs. 

Speaking of KPIs...setting expectations of what success looks like is imperative. Define your vision, goals and KPIs that you’re working towards. Make sure your agency is crystal clear on what needs to be achieved a year from now for you to be happy. Here's another way to look at it: What would make you want to continue working with them 12 months from now?

4. Trusting each other is pretty important, too 

The marketing community is filled with stellar talent and marketers have plenty of options when it comes to agencies. Remember, great work, capabilities and skills are truly just table stakes. You must trust your partner and have chemistry with them in order to get the great work you want.

In agency/client nirvana, trust requires alignment on priorities/needs and how to achieve/measure them just as much as it requires enjoying the journey together. 

Don’t make your trust factors an unspoken rule either. Talk about and agree on these expectations, too. It creates accountability and helps you trust your agency to do the right thing, no matter what the situation is.

5. Find an agency that stays in their lane

Thanks to customers’ ever-increasing expectations, the bar is high for brands and marketers alike. They must be omnipresent, relevant and innovative. They’re expected to be great at, well, just about every part of marketing. Soooo, they need to hire agencies.

But an agency can’t be the best at everything either. The most successful agencies I’ve worked with know this. They stay in their lane from a service perspective. They’re very clear on what they’re best at, and they double down on those few things. They put their egos aside and have trusted partners they work with for services that don’t necessarily align with their expertise.

As a client, it’s important to seek agencies who are realistic about their expertise. This will only help you create better campaigns that meet your customers wherever they are in their journey. 

The recipe for agency/client nirvana isn’t rocket science. What’s not always easy is slowing down to be mindful of what it takes to get to that state and maintain it. With pricing transparency, open communication, expectation management, a healthy amount of trust and the right expertise, you can make your agency/client relationship a true partnership.

Namaste.