To learn a critical skill like ad buying, don't just hire an agency to do the work. Instead, pay them their full fee but mandate that all work is done on live calls where you control the computer mouse. They direct you, you execute, and you learn the skill firsthand.
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Agencies may build websites or ad accounts under their own ownership, effectively handcuffing you to their service. To maintain control and avoid starting from scratch if you part ways, ensure your business is always the legal owner of all assets, granting the agency manager-level access.
Instead of being intimidated by unfamiliar marketing tactics like creating animated GIFs, use AI platforms as on-demand tutors. Ask the AI to provide step-by-step instructions tailored to your specific software stack (e.g., MailChimp, HubSpot) and skill level, eliminating the "how-to" barrier for implementation.
Athena discovered that providing a world-class assistant wasn't enough; they also had to educate clients on the skill of delegation. This highlights that for complex services, investing in client training is as crucial as the service itself for ensuring customer success.
Instead of being intimidated by technical tasks like creating animated GIFs, marketers can use AI platforms as an on-demand guide. Simply ask the AI to provide step-by-step instructions for a specific tool (e.g., MailChimp, Klaviyo) to overcome knowledge gaps without feeling inadequate or needing to ask colleagues.
The best agency relationships are partnerships, not just vendor transactions. Asking what they will teach you reframes the engagement towards collaboration and empowerment. A good partner should aim to educate you and your team, leaving your organization more knowledgeable than when they started.
Instead of waiting for top-down alignment, salespeople should take the initiative to bridge the gap with marketing. The most effective way to do this is by bringing marketing team members onto actual sales calls. This direct exposure to customer interactions is the fastest way to ensure marketing creates relevant and effective support materials.
Tim Hortons' CMO credits her time at an agency for teaching her how to be an effective client. By experiencing firsthand the impact of clear (or unclear) briefs and direction, she learned how to partner effectively with creative teams once she moved to the brand side.
The marketing landscape evolves too quickly for long-term commitments. Locking into even a 12-month contract can trap you with an underperforming agency while wasting money. Insist on month-to-month agreements to retain flexibility and ensure the partnership remains effective and accountable.
Don't wait for a large budget to learn delegation. Start with inexpensive tools like ChatGPT to practice offloading tasks and articulating needs. This 'ladder of leverage' allows you to build the core skill of delegating, making you far more effective when you eventually hire human assistants and chiefs of staff.
Marketers often treat Mops as order-takers for quick tasks. Instead, view them as strategic partners managing complex systems. This reframes the relationship from transactional to collaborative, acknowledging the intricate "plumbing" behind a simple request like an email send.
