Best Practices for Building a Strong Agency Relationship: Key Takeaways for Startup Marketers

Choosing the right agency and managing the agency-client relationship is a critical decision that can make or break your marketing strategy. In this roundtable, Morgan McLintic, Ian Lipner, and Nicole Pytel share best practices for building a strong agency relationship. From choosing an agency to setting realistic goals, this article breaks down the conversation into actionable takeaways that will empower startup marketers to build productive and lasting agency relationships.

1. Choosing the Right Agency: More Than Just a Vendor

Finding the right marketing agency partner is not about selecting the first name that pops up in a search engine. It’s about choosing a collaborator who understands your business and shares your vision. Here’s what you need to consider:

• Assess Compatibility: Choosing the right agency means picking one with expertise in your industry and a track record of solving problems similar to yours. Morgan McLintic emphasizes, “You’re going to be talking to your agency all the time. It’s not just about the work; it’s about communicating and working together.”
• Cultural Fit Matters: Marketing agency fit is more than service providers; they should feel like an extension of your team. Nicole Pytel notes, “Find a partner who feels like they fit with your culture and whose people you enjoy working with.”
• Evaluate Their Self-Promotion: Agencies that excel in marketing themselves are often adept at marketing for others. Look at their website, blog, and social media presence to get a sense of their capabilities.

Actionable Tips:

• Define your needs and objectives clearly.
• Conduct thorough research and interviews.
• Check references and past case studies to gauge their success.

2. Tips for Setting Realistic Goals with Your Marketing Agency and Allocating Resources

The right goals, combined with the right resources, form the backbone of a successful agency relationship.

• Align Expectations: Both the agency and the client need to have aligned expectations. Ian Lipner shares, “It’s important that the way you go about assessing those agencies is organized and consistent to avoid misunderstandings about the intended scope.”
• Realistic and Stretch Goals: Set achievable marketing agency goals with room for ambition. Morgan McLintic advises, “If you can hit 70-80% of your goals, they’re hard enough to show progress without being demotivating.”
• Resource Allocation: Make sure that your agency has the necessary resources to succeed. This includes time, budget, and access to internal stakeholders. Ian Lipner adds, “We need our contact to be willing to spend time on our collaboration. It’s about caring as much, if not more, about each initiative.”

Actionable Tips:

• Define clear KPIs and success metrics.
• Ensure the agency has access to key internal stakeholders.
• Regularly review progress against goals.

3. Steps to Take When Onboarding a New Agency

When onboarding an agency, transparency is key. The more information you provide, the better they can align their strategies with your objectives.

• Comprehensive Briefing: Don’t hold back information. As Morgan McLintic states, “It’s hard to overdo communication at the beginning. Share all the decks, sales materials, and marketing plans to give them a full understanding of your business.”
• Ongoing Communication: Regular check-ins with the agency can help fine-tune strategies and ensure alignment. Nicole Pytel emphasizes, “There’s a continual agency onboarding process. Regular updates on market changes can inform campaigns and strategy shifts.”

Actionable Tips:

• Provide comprehensive onboarding materials.
• Schedule regular updates to share new insights and strategies.
• Encourage open communication for feedback and improvement.

4. How to Communicate Effectively with Your Agency 

Once the agency relationship is underway, collaboration is essential for success.

• Open Channels of Communication: Use tools like Slack or other platforms to maintain a continuous dialogue. Ian Lipner suggests, “Getting involved in ongoing conversations as early as possible fosters more opportunities.”
• Trust the Experts: Allow the agency to leverage their expertise. Nicole Pytel advises, “If your agency isn’t being consultative, you’re not getting your money’s worth.”
• Feedback Loop: Constructive feedback helps refine the process and drive success. Ian Lipner says, “Feedback, both positive and negative, is crucial for continuous improvement.”

Actionable Tips:

• Establish clear communication channels.
• Trust the agency’s expertise while providing necessary input.
• Regularly provide and solicit feedback.

5. How to Manage Setbacks in Agency Collaborations

Not everything will go according to plan. How you manage setbacks can strengthen your relationship with the agency.

• Analyze and Adapt: If something goes wrong, analyze what happened and why. Nicole Pytel explains, “Don’t assume it’s always the agency’s fault. Understand what went wrong and how to fix it.”
• Focus on Solutions: Work collaboratively to address issues and find solutions. Ian Lipner emphasizes, “Look at problems as opportunities to reach higher ground in the relationship.”

Actionable Tips:

• Approach setbacks with a problem-solving mindset.
• Collaborate with the agency to identify and rectify issues.
• Use mistakes as learning opportunities to improve future efforts.

6. Execution is Key: Bringing Ideas to Life

Ideas mean nothing without execution. Ensure that the plans turn into action.

• Push for Progress: As Morgan McLintic states, “If things are just piling up on the other side, no agency will be successful unless things can actually convert and get out there.”
• Internal Support: Ensure your organization has the right resources to execute the agreed-upon strategies. 

Actionable Tips:

• Prioritize the execution of strategies.
• Ensure your team is aligned and ready to support agency efforts.
• Regularly assess progress and pivot as needed.

7. Understand the Agency’s Business

Appreciate that agencies are businesses with their own goals and challenges. Understanding their perspective can strengthen your partnership.

• Explore Their World: Learn about the agency’s business, services, and recent accomplishments. Morgan McLintic suggests, “Show that you are interested in their success. It goes a long way in strengthening your partnership.”
• Referrals and Recommendations: If you’re satisfied with your agency’s work, refer them to others. Ian Lipner remarks, “Your referrals aren’t just a commercial benefit; they enrich our people and make our offering more attractive.”

Actionable Tips:

• Take an interest in the agency’s achievements and challenges.
• Consider referrals if you’re satisfied with their performance.
• Build a mutually beneficial relationship that fosters growth for both parties.

Building a successful agency relationship is about more than signing a contract. It requires thoughtful selection, clear communication, mutual understanding, and a commitment to shared goals. By following these insights, startup marketers can maximize their agency partnerships, leading to better results and stronger collaborations. Remember, the right agency is not just a vendor but a valuable partner in your growth journey.

Firebrand has been a valuable partner to startups since 2016. Our unique Multiplier Marketing approach brings PR, digital marketing, and content marketing together to compound impact for startups.