Some two years ago, a friend of mine linked us with a potential client who had been looking for a full-time hire.
After a few exchanges via WhatsApp, the CEO eventually set up an in-person meeting with me. During the 90-minute meeting, we dotted the iS, crossed all the Ts, and began our business relationship.
What I didn’t know before, which was one of the things that came up in the meeting, is that they initially had zero interest in working with us. They only set up the meeting to ‘get rid of us.’ Part of the reason why, was their experience working with agencies.
There’s a lot to be said on the legal aspect and other industry-specific issues, but here and now; we’ll share what we’ve learned so far operating as a digital agency.
The Ugly
There’s the chicken and the egg issue that has led many businesses to abandon the practice altogether.
On one hand, because business leaders don’t see agency talent on their premises daily, there’s a misconception that agencies burn cash without steady productivity. Or that they do the bare minimum and don’t meet everyday business needs.
Well, the above can happen, but they are all symptoms of the kind of foundation you set up for your business-agency relationship.
Before you began, did you agree on SMART goals and KPIs? Do you track them? Do you have enforceable contracts? Regarding ad-hoc business needs, you may need to revise your work plans if they’re creeping up a lot. Is your honest answer to all the above questions, a solid yes?
Businesses aren’t entirely innocent. Did you fulfill your agency payment schedules on time? Because they aren’t part of the recognized wage bill, some organizations tend to deprioritize payments to agencies when they experience cashflow challenges.
That isn’t a great incentive for agencies to go through fire for you, is it?
The Bad
This next one usually goes unnoticed but can be quite damaging.
There are instances when the relationship between the business and an agency can go so well that it becomes personal. The two become ‘friends,’ professional lines get blurred, and the result is feelings get hurt.
In extreme cases, the business (client) asks for endless favors outside their business agreement at the expense of the agency’s resources. The reverse is that the agency prioritizes delivery to other clients knowing their ‘friend will understand.’
Getting to know each other is great, and doing each other favors isn’t bad either, but not mutually recognizing and respecting the lines of professionalism is a sure recipe for disaster.
The Good
The opposite of all the above is what we should aspire for.
When SMART goals are mutually set, KPIs established, and agreements drawn up and respected; the benefits of working with an agency are massive.
In a world where hiring is expensive, and experienced talent hard to come by, you can work with experts in your field for a fraction of the cost. With almost zero management fees and no exit costs, could there be a better alternative?
What’s your experience?
Have you ever worked with agencies? If so, what have you learned, or why are you hesitant? Let’s continue the conversation below.