Define your business objectives upfront, and build metrics into campaigns to measure success.
Don't be afraid to try new things, such as innovative social media efforts.
Work with your IT department to make use of new technologies, and let your agency know what the relationship is between marketing and IT.
Test digital content for usability before it's published, whether it's running in newsletters, on your website or in social media campaigns.
Make sure your website is mobile-enabled, and work with your agency to brainstorm ideas for new mobile apps.