How to truly get a 360-degree view of your agency relationships
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Have you noticed that a lot of these relationship management systems you see the market that purport to be 360-degrees, really aren't.
You know the ones, where you have the marketing team and the agency and the marketer tells the agency what they think of them and the agency gets to self assess, or more likely guesses, how well they think they did. And apparently that is 360?
Well I did secondary school maths and I have to say that definitely looks like a 180-degree structure to me.
The fact is that with the complexity of marketing today it is rare for a marketer to be working with only one agency. Much more common to be working with four or five or more agencies. Like creative, media, digital, research, PR, sales promotion, crm.
Now of course the marketer wants to evaluate all of the agencies and see how they perform against each other.
But imagine if you go beyond this and see how each of the agencies performs with each other.
Say how the media and the PR agency work together. Or how the digital and the media agency work together. And so on and so on.
Okay, so the PR agency and the sales promotion team do not work together, so we don’t evaluate that.
But look, in one survey you can find out who is collaborating and who isn’t.
More importantly you can use the process to find out why. And fix it.
Having your agencies aligned and working together improves effectiveness and reduces the time taken managing all of those relationships on a day-to-day basis.
And really, that is what you want from your 360-degree relationship management system.
Evalu8ing – Business Stakeholder & Supplier Relationship Management System
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