We all know the age old adage that the key to a great relationship is communication, communication, communication. I venture to say this is even more important in client-agency communications, as open and transparent client-agency communication leads to better results and helps achieve your overall strategic goals.

Effective Communication ranks among the top qualities clients look for in an agency partnership (Setup).

Here are three ways to improve communication with your agency to achieve your goals:

1. Build Bridges

As it’s very likely you’re going to have more than one agency performing various functions, it’s important to foster communication between your agencies. How? Hold cross-agency meetings where agencies can share and build on each other’s plans. Cross-agency meetings define expectations for each agency and build cross team collaboration. Fostering collaboration across agencies will help you streamline your processes and build more cohesive strategic plans designed around relevant, measurable, and achievable goals. It will also save you from having to meet individually with each agency, ultimately, saving you time. Couldn’t we all use a little more of that?

2. Air Your Dirty Laundry

Remember, you’re hiring an agency to help you succeed. They can’t help you succeed if you aren’t transparent with them, so tell them what you’re up against. Is your CMO on your back about a particular project? Are your sales lagging? Do you have a big meeting coming up where you need to prove your strategies are garnering results? Is the organization preparing for a restructure? Keeping your agency team abreast of what you’re up against helps them better service you. They’re much more likely to dive in further and deliver ideas that are better aligned to combat any issues you’re facing. Agencies aren’t mind-readers; they’re looking to you to be transparent so they can bring forth their best work to reach desired outcomes.

3. Feedback is Communication

Providing feedback to your agency team fosters trust and transparency. Communicating feedback encourages two-way honesty between the client and agency team, and honesty helps establish the foundation for a successful partnership. Providing feedback manages expectations and leads to fewer misunderstandings. When clear expectations are set with agencies, it will also lead to fewer mistakes which reduces time spent on revisions. Ultimately, this will instill confidence in your agency and build a closer relationship.

From a Client’s Perspective

Don’t take my word for it, hear from a former client who has spent over 30 years in marketing working across both B2B and B2C Sectors.

I’ve always believed that the best client-agency relationships feel like a true partnership, not a transaction. I try to treat my agency partners as an extension of my own team. That means looping them in early and often, being almost uncomfortably candid about what’s happening internally, and helping them understand the landscape they’re pitching into. Things always evolve, so I keep the brief fluid and keep communication open. When both sides can adjust in real time and work through challenges together, that’s when the magic happens, and the work always shows it.

– Tiffany Keaton, fCMO