When the Marketer on the Inside can Think

I have been on receiving end of pitches from agencies for the good part of my career in corporate America. I recognize that I do not represent the average marketer on the inside. Heck, I think that using the word average to describe me in any fashion would not put the word to its intended use. Not being average has been an advantage at times and a big liability in some circumstances.

As I am preparing to work on my presentation for the fabulous Minnesota Interactive Marketing Association (MIMA) Annual Summit on October 1, a few thoughts are starting to take form. [many thanks to Tim Brunelle for inviting me to speak]

Having this identity online and having been passionate about the profession over the years, while at the same time pursuing jobs on the client side, have presented some challenges. There are days when it is pretty hard to live with yourself - to follow your own advice. Especially when you are called to lead others who are not directly part of your organization. You can be diplomatic all you want, eventually you will ruffle some feathers, if ever so gently.

Coupled with some very ingrained myths about the marketer on the inside, things can get quite interesting. The situations that develop during pitches and in the actual work done in (more or less) collaboration with agencies are an indication that this is a conversation worth having.

Myth: "they don't get it"

Marketers are curious professionals. You cannot make assumptions that just because they work for a company, they are not participating, learning, experimenting, teaching, executing outside the walls of the organization.

Many organizations are encouraging these activities because they see the benefits of having someone on board who is learning in first person. Therefore, approach with this in mind. You may be talking to someone who knows more than you do about social media, for example.

Myth: "they're looking just for an idea"

These days we are all about measurable marketing. What we're really looking for is an idea with a solid execution attached to it. Market-driven, honest and real in language and representation. I've called this right size marketing.

What that entails for you is: we will go the extra step to ensure that your business succeeds by partnering with you. We want to find the right value proposition and unlock that value to your customers. We will also work efficiently with you on your challenges. There is no B team, you get the "A" team and all the attention and care your business deserves.

Myth: "they will take boilerplate"

Au contraire, we insist that your idea and execution be grounded in our business, and not your other case studies. "Save as" will not work. Since we're talking about past successes, let's make sure your work wins us customers, not awards for you. It has to be said.

Along with measurable, we are used to doing research as a way of testing opinions with those that really count - our customers' and prospects. There are many more options both for quantitative and qualitative work, so hopefully you are familiar with those.

Myth: "it will take a long time"

Surprisingly, we can move really fast when the right brief gets into our hands. The business case leaps off the page and into the hearts and minds of those who need to be in the loop. I agree that in some cases the client does not make the business problem very clear.

Here we're talking about a marketer who can think and has a grounding - and a stake - in the business. Quite simply, engagement needs to lead to business results. And yes, I am aware that sometimes agencies are asked to accomplish too many things with just one marketing vehicle.

Myth: "they will give us everything"

Honestly, let's not pitch for more until you deliver on what you were hired to do. These days the ability to do more comes after we've reached our goals in one area. The budget is no longer a big lump sum.

It becomes much easier to justify expansion in an area or a test run in another when you've had a win. Getting an account may be a lot of work, but doing the work to keep it is critical. Often it entails great communication skills and the desire to truly contribute to your client's success.

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Many marketers on the client side are looking for the right kind of agency. I am discovering many professionals on the agency side who are a pleasure to deal with. Are agencies paying attention to talent? I'm talking about individuals in planning, account management, and creative direction. I realize they are not necessarily the people who run offices and thus set the tone for the agency. You should pay attention nonetheless, they are the ones keeping the account by delivering on the work.

Consider this - when marketers on the inside can think, you are better off following the lead of your best talent. It will be good for the business of your office, and it will make you look good with headquarters. Yes, even agencies have bureaucracies that sometimes lead to the path of least resistance. Resist you must. For the good of the client and for your own good.

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Related posts:

Top Ten Sins of Agencies

3 Trends and Top Ten Reasons to Work with a Smart Agency

Comments

[Ed]

You just struck me very hard with your Myth #2, and a problem I forsee over my end here. Especially for startups whom are too defensive about feedbacks towards their services, it's about time to re-examine the solidity of ideas. The sustainability of an action plan is very commonly missing, no doubt some of these folks have fantastic ideas.

[Brian]

From someone who works on the agency side, I cannot tell you how much stuff like this frustrates me. It's especially tough when you see it first-hand. Myths 3 & 5 are battles I feel like I've consistently fought.

[Valeria Maltoni]

@Ed - it's time to put ideas to the market test, yes. And frankly, great creative to me means it sells. Good call to action, solid value propositions, all of that.

@Brian - we discussed how hard it is to bridge between the enthusiasm of the agency and the reality of the company. I think client services is one of the critical and most challenging jobs out there.

[Karen Hegmann]

Valeria

Great post and very relevent for today's business "uber-hyped" environment.

Having a good Marketer on board is smart and strategic. Having an agency that recognizes that talent is smarter still.

I liked your comment in Myth #3 about being able to focus on the customer needs - and not on the campaign's potential to win awards. How many times do we see multiple ad award winners yet can't seem to remember a week later just what product that ad was trying to sell?

[Gavin Heaton]

Another myth: "the big idea sells". As you say, it is about the execution of the idea -- but before you get to execution, the agency has to understand the complexities of your business and help you to sell it in. The idea cannot rest on its own, it needs context and follow-through.

And then, when finally released into the wild of the marketplace, you hope it can deliver on the promise. Due diligence in the sell-through process makes this far more likely.

[Eamon]

Hi. Just to let you know that have added your blog to Spotlight Ideas' Top 100 Advertising, Marketing, Media & PR Blogs (with blog entries placed into genres).

[Valeria Maltoni]

@Karen - there are actual examples of TV campaigns and print ads that have failed miserably because people could not remember which product or company they represented. Maybe there is a post in here about how to recognize you hired a good marketer, too ;-)

@Gavin - spot on, the big idea ends up being a purposeful collection of smaller ideas and executions done well more than we recognize.

@Eamon - thank you. You managed to give this blog yet another classification it had not gotten. So far I have communications, PR, marketing general, content marketing, social media, etc. What we talk about here is all of the things you need to create customer and market conversations for your business. It's about the customers and the business. BTW, my email back to you failed and was returned.

[Dave Knox]

Valeria - Thank you for driving agencies (and frankly any business pitching a new client) to think about these points. Being on the client side, I am amazed how many agencies/vendors follow these myths of a cliff.

The whole concept of "they don't get it" really hit home for me. Constantly I have people pitching me that start off by defining digital, social media...hell even trying to describe what Facebook is. I maintain a very open online presence and simple google search would reveal to the agency what my background and experience is.

Anyone hoping to get business with a new client should tailor their pitch not only to the company but to the individual. Taking 5 minutes to learn more about your potential client could pay tremendous upside in the end. Just take the time to do your research

[Valeria Maltoni]

To me someone not willing to do the work to get the job is someone who will not do well by you once they get in. I had an agency pitch me on how we should do social media in a similar way your described. It's almost comical - there is one prepared spiel and no ability to deviate from it.

Today's connected individuals with a digital presence have tremendous advantages in that they can learn from their networks and not only the work life. This does mean that who you are talking with needs to change what you are talking about.