http://www.trinityp3.com/ Relationships within commercial situations are becoming more complex with more stakeholders and more relationships to align and manage to achieve collaboration. The Evalu8ing online system has the flexibility to be configured in a multitude of ways to suit your current requirements. Multiple groups can evaluate each other. Multiple groups can evaluate one focus group. Or one group can evaluate multiple groups. Plus all the combinations in between. It can be used within organisations and between organisations. With buyers and suppliers. Or teams collaborating on a project. The various configurations are explored in this presentation.

1. Measuring Relationship Performance
Evalu8ing
Configuring Evalu8ing to meet your specific needs
October 2010
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Evalu8ing. Collaboration. Relationships. Performance.

2. Measuring multiple relationships
Evalu8ing allows you to measure relationships
across multiple groups of people working together.
This could be internally across the various
departments within your organisation.
Or across the various service providers working
with your organisation.
Or across teams working in different markets
working together on the same project or to the
same objectives.
In any survey there is a maximum of 8 groups.
There can be as many individuals in each group
as you need.
You can map and define which relationships you
want to measure.
Measuring all the relationships between 8 groups
equates to 28 relationships within one survey.
Following we will demonstrate how to configure
Evalu8ing to measure your relationships. 2
Evalu8ing. Collaboration. Relationships. Performance.

3. One & two dimensional measurement
Evalu8ing allows you to define the direction of the
One A
evaluation and measurement.
Fig A: This is a one directional or one dimensional
measurement, like a score card. In this example
Group One is evaluating Group Two.
Fig B: This is a two directional or two dimensional
measurement, or a 180º assessment. In this
example Group A is evaluating Group B and
Group B is evaluating Group A.
One dimensional measurement is ideal in
situations where:
1. The performance of the target group (Two) is
not influenced or dependent on the performance of
the assessed group (One).
2. Where the target group (One) is simply
providing feedback or the assessed group (Two)
has requested feedback.
Two B
Where two dimensional measures are undertaken
the criteria is common to both directions to create Fig A Fig B 3
a level playing field for evaluation.
Evalu8ing. Collaboration. Relationships. Performance.

4. Multi-dimensional measurement
Where the performance of a group is dependent
Group 1
on the performance of another group or third
party, a multidimensional measurement
approach is recommended.
Evalu8ing allows you to measure these
interdependent relationships to assess the
cause and effect of performance on the overall
relationships.
Group 2 Group 3
Fig C: Group 1 is assessing all Groups in one
dimension. The performance of Group 2 is
influenced by Group 1, 3 & 5. The performance
of Group 3 is influenced by 1 & 5, etc.
This system allows you to map the relationships
that influence overall performance and measure
the specific relationships to identify below
average performing relationships.
These relationships can then be discussed and
addressed in the context of the overall impact to Group 4 Group 5
performance, rather than in isolation.
Fig C 4
We will now explore common configurations.
Evalu8ing. Collaboration. Relationships. Performance.

5. Marketing team & their agencies
A Marketing team working with a Creative
Marketing
Agency and a separate Media Agency would
be structured like this.
There are 3 groups and therefore 3
relationships being measured.
It not only looks at how the marketing team
relationship is performing with each agency,
it also measures how the agencies work with
each other.
Other agencies can be added to the mix
including digital, public relations, sale
promotion, channel planning, events and the
like.
With one marketing team, up to seven
agencies can be included in the survey,
(maximum of 8 groups).
The two way evaluation of the
Creative Media
Marketing team of the agencies and
agencies of the Marketing team and each
Fig D 5
other makes this a 360º survey.
Evalu8ing. Collaboration. Relationships. Performance.

6. Multiple marketing teams & agencies
In some organisations, marketing is
Brand 2
segmented across lines of business.
This example has 3 brand teams and
3 agencies, making 6 groups in total and
12 relationships being
Brand 1 Brand 3
measured.
It measures the relationship between the
marketing teams and each of the agencies.
It also measures how each of
the agencies work with each other.
Other marketing teams or agencies can be
added to the mix, up a maximum
of 8 groups.
Agency C Agency A
The Evalu8ing system provides
two scores:
1. Performance score: the score given by
the assessing group of the target group
Agency B
2. Collaboration score: overall score given
by all groups of the target group. Fig E 6
Evalu8ing. Collaboration. Relationships. Performance.

7. Marketing score card of the agencies
In this case, a Marketing team is
Marketing
working with multiple agencies and
would like to measure each agency on
their performance.
Agency 2 Agency 3
Normally this would require a survey for
each of the relationships.
Evalu8ing allows you to measure up to
seven relationships of this type in one
survey.
Agency 4 Agency 5
It also allows the marketer to
compare agency scores against each
other directly against the same set of
criteria.
Both one and two dimensional
measures by the Marketing team of the
agencies can be undertaken. Agency 6 Agency 7
If individual agency results are not to be
shared with the other agencies, Agency 8
Evalu8ing can produce all results in
Fig F 7
individual outputs.
Evalu8ing. Collaboration. Relationships. Performance.

8. Agency score card from their client
The reverse of the “Marketing score card of
Agency
the agency”, Evalu8ing can also be used by
Agencies to obtain measures and scores of
their performance from their marketing
clients.
This could be either a number of marketing
departments or brand groups within one
client organisation, or one
client over a number of geographic markets, Marketing 2 Marketing 3
or could be a number of different and non-
competitive clients.
Evalu8ing allows you to measure up to
seven relationships of this type in one
survey.
It also allows the agency to
compare their scores from the various
marketer groups against each other directly
against the same set of criteria.
Marketing 4 Marketing 5
Both one and two dimensional measures by
the agency and Marketing team of the Fig G 8
agencies can be undertaken.
Evalu8ing. Collaboration. Relationships. Performance.

9. Measuring agency disciplines
Within agencies are a number of disciplines
Marketing
that all contribute to the performance of the
agency for the marketing client.
This configuration measures the
performance of the relationships between the
marketing team and the various client facing
contact points within the agency.
Fig H: represents the traditional creative Acc Mgment Strategy
agency, but could include any combination of
disciplines, including media strategy, channel
planning, management, etc.
This can be the ideal diagnostic tool for
internal agency relationships because it
provides a measure of the agency team in
the context of the Marketer feedback and
scores.
It would also help build a partnership working
relationship by sharing the results and Production Creative
engaging the marketer in the solution.
Fig H 9
Evalu8ing. Collaboration. Relationships. Performance.

10. Measuring local, regional & global
Often brand marketing teams and agency
teams will work across Global Regional
geographic markets and require a
measurement of the performance of these
relationships in delivering aligned and co-
ordinated programs.
Fig J: represents the relationships between
the Global brand team, their Regional office
and one or more Local Brand teams.
Other local brand market teams or agencies
can be added to the mix, up a maximum of 8
groups in any one survey.
This configuration can be used to measure
the alignment between the teams to the
brand strategy or assess the level of
collaboration between each of the groups
and markets.
There are as many configurations for using Local 1 Local 2
the Evalu8ing system as needs. For ideas
and suggestions, simply ask. Fig J 10
Evalu8ing. Collaboration. Relationships. Performance.

11. For more information…
Evalu8ing Pty Ltd
Sydney
+612 8399 0922
Melbourne
+613 9682 6800
Hong Kong
+852 3589 3095
Singapore
+65 6884 9149
people@evalu8ing.com
www.evalu8ing.com
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Evalu8ing. Collaboration. Relationships. Performance.