The document discusses the alignment of agency teams and KPIs in the digital landscape by identifying successful team structures, communication strategies, and performance metrics. It highlights the importance of flexible team structures that mirror client teams, balanced team personalities, effective communication cadence, and tailored reporting to enhance client-agency relationships. Recommendations include hiring analytics experts, conducting regular in-person meetings, and focusing on overarching digital marketing strategies to meet dynamic client needs.

1. THE PERFORMANCE
PERSPECTIVE
Aligning Teams & KPIs in Today’s Digital Landscape
Written by Maira Grylli, Analytics and Technology Analyst

2. To understand
how changes in digital have impacted
client and agency alignment, Performics
interviewed internal teams with the
greatest successes in achieving client
objectives.
After studying these teams, we
discovered four common elements
associated with team alignment, and
three associated with KPI alignment.

3. TEAM ALIGNMENT

4. Team structure & client mapping
All successful agency teams mimicked the client’s team
structure in terms of expertise and function. Speci!cally,
for every contact on the client side (e.g. Brand Analytics
Manager), there was at least one lead contact person on
the agency side (e.g. Marketing Analyst).
Agency teams with direct analytics points-of-contact
working with the client-side analytics leads helped drive
innovative strategies, bring further understanding to the
client about cutting edge technologies and supporting
complex measurement initiatives.
RECOMMENDATION
Agencies should build "exible teams that can shift as
clients’ needs change. Hire analytics experts with a
consulting background and integrate them in client
discussions to provide thought leadership and share
case studies on measurement strategies, data solutions
and more sophisticated analytical approaches to day-to-
day issues.

5. Balancing PERSONALITIES
Agency teams that consist of thinkers, feelers and doers
show stronger performance. Thinkers help move the
business forward, feelers sustain client relationships and
doers execute on client initiatives. Balanced teams prove
to provide more holistic services and strategies and hold
stronger relationships with clients.
RECOMMENDATION
Agencies should consider personalities during
interviewing. Existing employees should take personality
tests to better understand how they contribute to their
team to help drive more thought leadership and "awless
execution.

6. DEFINING COMMUNICATION CADENCE
And TOPIC AREAS AT EACH LEVEL
Regular in-person meetings are crucial to building strong
relationships. In addition, agency teams that meet in
person with the client are more likely to be involved in
internal business discussions and consult on strategies to
move the business forward.
RECOMMENDATION
Agency teams should set up weekly in-person meetings
with day-to-day contacts and monthly meetings with
key client stakeholders.

7. Shared learning agendas
for the client & agency
Agency teams that are willing to limit their internal
meetings and spend more time creating great priority
lists with achievable deadlines are far more efficient than
other teams.
RECOMMENDATION
Agency teams should set up objective-driven meetings
which will enable them to limit unnecessary internal
meetings. Internal team members should be "exible on
deadlines based on client feedback and needs.

8. KPI ALIGNMENT

9. BUSINESS OBJECTIVE FOR THE CLIENT & AGENCY
MARKETING KPIS TO MEASURE PERFORMANCE
Clear objectives, tied with strong KPIs that merge channel
speci!c numbers with CRM metrics, help agency teams
optimize program efficiencies on a larger and more
efficient scale.
RECOMMENDATION
Create channel-speci!c focus areas with goals and
objectives agreed upon with the client. Agency teams
should work towards gaining access to “down-funnel”
data to optimize the program against back-end metrics
as well as better understand client goals.

10. REPORTING ALIGNED WITH STAKEHOLDERS/KPIS
DESIGNED FOR INSIGHT AND ACTION
Many times, agencies can fall into a “reporting trap,”
where they assume that the more reports being sent to
the client, the better. Multiple reports can muddy waters
and actually slow down performance. Reporting volume
is not important, quality and audience orientation is the
key. Agency teams that automate and create customized
reports for different levels of client contact reach clearer
understandings of program objectives and produce
better action items.
RECOMMENDATION
Agency teams should produce daily and weekly reports
with action items for the day-to-day contacts and a
monthly report for key stakeholders. Action items and
metrics should mirror the client’s main internal
objectives.

11. Agencies win when clients win
Agency teams help clients break down brand silos.
Agencies that work with clients with complex
organizational structures or multiple lines of business
may face communication and efficiency challenges.
Agencies should collaborate with clients to break down
silos to better understand consumers, execute on
marketing strategies and enhance conversations within
internal business units.
RECOMMENDATION
Agency teams should focus on overarching digital
marketing strategies that help support the client’s
business as a whole.

12. seven elements of success should be adopted into all greater digital
marketing strategies. As the digital environment and consumer
continue to evolve, agency and client "exibility is key to aligning and
meeting business objectives. For more information on Performics,
please visit us at www.performics.com. For
more
informa+on
on
Aligning
Teams
&
KPIs
in
Today’s
Digital
Landscape,
contact
Maira
Grylli,
Analy+cs
and
Technology
Analyst
at
Maira.Grylli@performics.com.