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Like any relationship, the client/agency relationship has its ups & downs.  Each side’s view of the partnership is mainly attributable to how they collaboratively face & overcome the challenges presented.  Professionally, there isn’t much more satisfying than helping a client not only reach their goals, but exceed them.  A big part of which is scoping properly & setting the proper expectations, but I’m not delving into that right now (I smell another, future series of posts).  Conversely, there is nothing more frustrating than a breakdown in communication or execution that leaves the client short of their goals. 

The client is pissed & the agency is left to pick up the pieces internally while externally determining what is necessary to reassure the client that everything will be just dandy.  Usually, an amicable resolution can be reached.  Objectives & goals may need to be reset, strategy & tactics are adjusted &, consequently, the client gets what they need.

Waste of money…on both sides.  The agency eats the time they spend finding a resolution & will most likely credit the client for time spent on what did not work.  The client misses opportunities to build/promote their brand, drive more sales, respond to negative press in a timely manner, etc.

Over the next few weeks, I will delve into the bulleted topics below.  I feel there is a lot a client can do to set themselves & their agency up for success.  Yeah, I know this works both ways; read on.  This series will be mainly geared towards ecommerce (one of my specialties), but the astute reader will be able to draw parallels across the entire digital space. 

• Getting Yourself Connected - At least one person on your marketing team should have a reliable contact on the following teams: Merchandise, IT (web development, help desk, product development), Creative, PR, Customer Service, front desk (if for only the fact that you see this person more than most people you love)
• Aggregating & Analyzing Data - Become one with it; everyone above you has a background in concrete numbers & has planned & made decisions according to what the numbers tell them.  Think they’re wrong?  Prove it…with numbers.
• Internally Selling Upward - Both yourself & new ideas
• Effectively Leveraging Available Resources - We are all strapped for time; understanding how to get what you need when there is seemingly no help will set you apart from everyone else.
• Evaluating & Changing Process - There is nothing wrong with occasionally kicking the tires. 

The underlying theme is communication that enables client & agency to make informed decisions in the most efficient & effective manner possible.  It’s a lot of work, but this industry is not for the faint of heart.