“They exhaust me” is not something a chief marketing officer wants to say about an agency of record. Neither does an agency wish to “endure” a client partner.
In a dynamic where both sides’ expertise is passively demeaned or invalidated, the result is a breakdown of trust and communication. What’s left on the floor are hardened hearts, numbed attitudes and poor work culture ethics.
I’ve looked at “marketing clouds” from both sides now. Straddling the positions of agency leader and interim CMO, I’ve identified strategies that can help prevent these relationships from becoming irretrievably broken.
Teach business strategy to account teams
Managing a clients’ businesses requires an understanding of how they can succeed or fail in markets they target.