Included in the June ANA issue of FORWARD is a thought-leadership article by Richard Benyon, CEO of Decideware, titled "Why the Right Scope of Work is So Important: An Effective Scope of Work Ensures the Right Work Gets Done in the Right Way".
In this article, Richard discusses how a well planned scope of work can provide benefits that every marketer wants: having the right team, working on the right assignments, at the right time. Having the right team assigned to each deliverable provides a way to gain better marketing outcomes - by ensuring the agency's more experienced team is focused on key strategic deliverables and more complex work and the newer, less experience team is focused on lower complexity work.
For analytical purposes, where the type of work is talent-oriented, it is useful to collect a detailed staffing plan for each deliverable. This can be used to analyze both the functional and seniority mixes and to ensure that the right team is working on the right business.
Overall when building a specification, there are key factors that should be identified:
Decideware's Agency Management Solutions provides many of the world's best marketing & procurement practitioners in large advertisers with the industry's best solutions for agency selections, agency evaluations, agency briefings, production management and agency scope of work programs.