More Gain Less Strain, Optimizing Marketing Partner Performance and Value in a Digital World

More Gain Less Strain, Optimizing Marketing Partner Performance and Value in a Digital World is a recent report produced by the CMO Council resulting from research conducted in late 2011 including qualitative interviews and qualitative surveys with 250+ marketing leaders.

The report sheds light on those issues most concerning CMOs and includes insightful thoughts from leaders in the field and a strong indicates that the marketing shift to digital, social, and mobile channels is significantly impacting agency relationships, compensation models, and use of marketing technology and measurement systems.

In particular, the factors contributing the most to stress and strain in client/agency relationships were identified, as:

1. Lack of an agreed-upon set of analytics and metrics that defines success and failure
2. Limited knowledge and comprehension of the client’s business
3. Lack of value-added strategic thinking
4. Pricing and budgeting issues
5. Integration of marketing plans and services

Examples of the quotes, include these:

“I think the most successful client / agency relationships are based on clear objectives, collaboration, open communications, and mutual respect. I think that in many cases, clients have a tendency to change agencies as a solution to their business challenges, but it can be much more effective to work to get
the most out of current agency partners.”

John Costello, Chief Global Customer and Marketing Officer
Dunkin' Brands

“The advertising industry and the connection with consumers are continuing to evolve. It’s important to evolve your relationship with your agencies, as well as the services that they provide. From an external
environment standpoint, a lot of that continues to push the evolution of the agency and the
client relationship.”

Steven Schiller, Senior Vice President, Global
Sweets & Refreshment SBU
The Hershey Company

Note, advertisers wrestling with that most common issue, ie "a lack of an agreed-upon set of analytics and metrics that defines success and failure" should contact us on E: sales@decideware.com for advice on how to design and implement a first-class agency evaluation program.