The difference between a good leader and great leader is how well you can get your extended agency/consulting/vendor teams working together to deliver an exceptional brand and customer experience
If you work in marketing, advertising, sales or related fields then you know that customer experience management (CX) is the new battleground and in order to execute you need a strong employee experience (EX). Afterall, you can’t expect your staff to look after your customers, if you don’t look after your staff. You can also add Brand Experience or BX as another important X factor needed to win in today’s competitive marketplace.
As marketers, we rarely deliver an exceptional CX or BX on our own. We typically rely on strategic agency partners to help us differentiate our brand or customer experience, and drive growth and transformation for our business.
Yet we how often do we think about PX, or the Partnership Experience? How much time, energy and effort do we devote to developing an exceptional relationship between agency and client as we would a new customer, or a new employee?
Don’t we owe it to each other to start thinking about how we can build truly amazing partnerships that keep clients and agencies delighted and bringing everything to the table?
Considering how much sales revenue and marketing investment we place on the line with our partners over the course of a partnership, and how much time our teams will spend working together, it seems crazy that we don’t give this due attention.
Too often we go through the tender process, work out the terms of the agreement, negotiate the financials, get procurement approval and then immediately start firing briefs over the table. It’s taken so long to get through procurement that we’re anxious to get started.
However, rushing in without setting ground rules and establishing the kind of partnership you want to create can be akin to throwing players from multiple different teams onto the basketball court, without a game plan or coach and asking them to win the match. When do we pass? Who shoots? Are we playing zone or one-on-one defence? And who are we playing against? These may be some of the questions that prevail.
PX has never been more pertinent given the rising trend for clients to use a myriad of agencies, technology vendors, implementation partners, and consulting houses.
Because now you have multiple lines of communication between client and agencies, and agencies with each other. There may be unclear boundaries, inefficient processes, lack of trust and increasing pressure for everyone to deliver. A recipe for disaster.
Why you need to invest in PX
A strong agency collective can provide the additional strategic, creative or technical firepower required to take your team from great to awesome. Anything less than an amazing partnership between all parties is costing all sides time, money and energy.
Don’t waste the months you spent on procurement, and the effort expended to date, by not taking a few steps to optimise your partnerships. See the blogs below for helpful strategies.
Read Next: 17 Signals That Your Agency/Vendor-Client Partnership May Be About to Come Crashing Down
Related: Why You Need to Develop a Partnership Manifesto with all your Agencies, Tech Vendors and Consulting Houses
Related: How to Avoid Costly Martech Implementation Failures and Create Rock-Solid Agency-Client Partnership