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Forget handshakes and small talk… strong client relationships hinge on clear expectations, not awkward silences. So to unlock true partnership magic, agency teams needs to be able to answer some key questions. These aren’t brain teasers, but they are vital for setting the stage for a smooth collaboration and keeping everyone laser-focused on success.
Even with seemingly clear roles, a team clarity check can reveal surprising gaps in understanding. So don’t be surprised if a team check reveals areas where roles need clarification:
What are our expectations?
Here’s the real challenge: what if your agency freezes when asked ‘what are the client’s expectations?‘ If that’s the case, things are out of step before we start. Ideally, both parties have a crystal clear understanding of expectations. And if the client struggles to articulate them, it’s an opportunity for the agency to revisit the business relationship and ensure everyone is on the same page.
What are our company’s objectives?
In order to contribute to your business successfully, everyone needs to be able to clearly articulate both your business and marketing objectives. Anything less should have you questioning their ability to participate in meaningful dialogue around the needs of your business and come up with solutions that are aligned to your needs.
What does our brand represent?
Strong agencies aren’t just order-takers, they’re brand whisperers. They can delve deep into a brand’s DNA, understanding its essence from every angle. Why? Because articulating a brand’s core values and messaging is the lifeblood of any successful campaign. It’s the secret sauce that connects with audiences on an emotional level. Without this superpower, marketing strategies would be bland echoes, failing to resonate with the very people they’re meant to reach. This is where the magic happens and why everyone working on your business needs to fundamentally understand a client’s brand and what it represents.
Do you understand our customers?
Fundamental to the success of any marketing activity is an understanding of your audiences. So to brief, create, and evaluate truly meaningful marketing solutions, all team members have to understand who you’re trying to reach, what’s important to them, how they’re interacting with your brand, what they’re looking for, and the kind of expectations that’ll create meaningful experiences.
What’s your role in our marketing ecosystem?
Clearly defining roles and responsibilities within individual teams, between marketing teams and agencies, and – when there are multiple agencies on your business – between agencies themselves sets the ground rules for engagement. The more precisely you define roles within your agency, the less likely you are to encounter confusion, wasted effort, or internal competition. This clarity fosters sharper, more focused teams that can deliver exceptional results.
How are you adding value?
Nobody needs or wants to feel like a cog in the machine, so it’s important everyone on your team feels like (and realizes) they’re adding value. So if someone on your team can’t answer why they believe they’re adding value, it should be articulated so they can align on where and how they’re making a difference. And if they’re not adding value – then perhaps they need to find a different path where they can addvalue
What’s our budget (for this)?
Understanding the project budget empowers everyone on the team to make informed decisions. While a deep dive into every allocation might not be necessary for all roles, everyone should be familiar with the overall project budget. If a team member struggles to answer ‘what’s our budget?’ it highlights a potential gap in communication. Open communication around finances fosters trust and helps to avoid scope creep.
These core marketing concepts might seem like marketing 101, but a quick reality check can do wonders. Openly discussing these fundamentals ensures your team isn’t a squad of rogue freelancers, but a cohesive team focused on crushing your brand’s goals.
Are you ready to ditch the marketing mystery box and unlock peak performance?
STEPHAN ARGENT
Stephan Argent is Founder and Principal at Listenmore Inc offering confidential advisory to marketers looking for truly independent insight and advice they can’t find anywhere else. Read more like this on our blog Marketing Unscrewed / follow me @StephanArgent
