The Ultimate Onboarding Guide for a New Agency
Congratulations on selecting a marketing Agency! The beginning of a new project comes with an overwhelming amount of enthusiasm for ideas! However, this is where mistakes are bound to occur. Misaligned expectations or mishaps in delivery due to a lack of communication are frequent mistakes we see in the Agency-Client relationship. This is why the Agency onboarding process is a vital part of kickstarting and nurturing your Agency-Client relationship to ensure you're both on the same page.
What steps do you need to take to properly align with your marketing Agency?
Stay Aligned with Your Agency
To stay aligned with your new marketing agency, it's crucial to ask and answer key questions. This ensures clear communication and sets expectations from the beginning. Here are some essential questions to consider:
What are the primary goals and objectives of this partnership?
How will success be measured?
What are the key deliverables and timelines?
Who are the main points of contact on both sides?
How often will progress updates and meetings be scheduled?
Evolving the Pitch Process
Evolving the pitch process to assess both the brand's compatibility with and the capabilities of the agency is essential for a successful Agency-Client relationship. During the pitch, focus on understanding the Agency’s approach, creativity, and strategic thinking. This will help ensure that their capabilities align with your brand’s vision and marketing objectives.
Read more about the pitch process: The Evolving Pitch Process - Why Brands Should Approach Agency Selection Differently
The Importance of a Kickoff Meeting
A kickoff meeting is crucial for setting the tone of the partnership. It provides an opportunity for both parties to get an inside glimpse of how each other works, helps manage expectations, maps a path for the Agency to follow that aligns with the Client’s goals, and enables the Agency to demonstrate value early on. Here’s what a successful kickoff meeting should cover:
Introductions: Get to know each team member and their roles. Remember that chemistry can save and maintain a partnership.
Project Overview: Discuss the project's scope, objectives, and key deliverables. In our Marketing Relationship Survey, we found that Delivery was the key reason Clients were leaving their Agencies. If you get on the same page from the beginning and prioritize communication throughout, you both can save time and money.
Timeline and Milestones: Establish a timeline with clear milestones and deadlines.
Communication Plan: Set expectations for communication frequency and channels.
Tools and Resources: Identify any tools or resources needed to support the project.
A well-executed kickoff meeting ensures everyone understands their roles and responsibilities, which helps to avoid misunderstandings and keeps the project on track.
Avoiding Common Pitfalls
To avoid messy "break-ups" with Agencies, it’s crucial to get the onboarding process right from the start. Clear communication, setting realistic expectations, and maintaining transparency throughout the project can prevent common challenges between Brands and Agencies. Regular check-ins and progress updates can help address any issues early on and keep the project moving forward smoothly.
It’s helpful to get into the mindset of your partner.
Check out these blogs: 5 Things Agencies Wish Clients Knew + 5 Things Clients Wish Agencies Knew
Additional Resources
For more detailed guidance on preparing for, finding, and selecting a marketing Agency, be sure to check out our Complete Guide to Finding a Marketing Agency. This guide will teach you how to prepare for a marketing Agency, how to find and select the right Agency, and how to effectively onboard them to ensure a successful partnership.
For more insights and resources on hiring the right agency, visit Hiring the Right Agency.
The infographic below details the process for managing, onboarding, and running a successful agency kickoff meeting:
Setup CEO + Founder, Joe Koufman, spoke with Ben Boyd, the Chief Communications Officer at Chobani, about designing your own career path, the importance of empathy and understanding as a leader, and more.