Choosing an agency is like a courtship. Set time aside for collaborative work sessions and briefings, not just one-way communications, so you can understand how the agency works.
4. Get to know the agency.
When writing your Request for Proposal (RFP), keep the emphasis on your marketing problem — not on how to fix it. That’s what the agency will do.
3. Focus on the problem, not the solution.
Get agencies excited about working with you — don’t assume your business is desirable just because it's available.
2. Pitch the agencies before they pitch you.
Before you start your search, meet with your CIO, Sales and other stakeholders to be sure everyone is in agreement regarding agency outsourcing needs.
1. Gain internal alignment.
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