When marketing agency and client relationships sour, it's easy for businesses to point fingers. You start to feel like you've been relegated to just another number on their spreadsheet, receiving boilerplate reports and impersonal service.
And while I agree that agencies sometimes lose sight of the "client first" approach, leading to bitter disappointment, I have to say: it's often the client's fault, too.
My years working in and around digital marketing have shown me that the most successful agency-client relationships are two-way streets. The rapid decay often stems not from agency malice, but from a critical lack of involvement, client accountability, curiosity, and timely communication on the client’s side.
Here’s an honest, inside look at the three most common client pitfalls that damage your marketing results and how a dedicated marketing broker can fix them.
Remember that feeling when you signed the contract? Celebrations all around! High energy, big plans, and the unbeatable feeling of a new era. Everyone was excited.
Then things start to turn bitter.
From the client's perspective, I've repeatedly seen the workflow grind to a halt because content or strategic approvals are delayed by days, sometimes weeks. The lack of communication is the fastest way to demotivate agency staff and mine the entire relationship.
My Recommendation: If you are the responsible party and are too busy to respond to emails in a timely manner, introduce a dedicated point of contact (POC). This person should be empowered to reply promptly, be the main communication conduit for the agency, and keep the project flowing. We understand you're busy, but timely communication is crucial for the health of the relationship and achieving your online results.
There are no dumb questions in digital marketing. Seriously.
You hired an agency because you don't live and breathe the ever-changing world of digital marketing—the new jargon, the tools, the strategies. So, use their expertise! Ask questions! You are allowed to be curious.
• Why aren't those ads working?
• Why is our website not getting traffic?
• What are the relevant KPIs for my industry?
• What is the average ROI we should be aiming for?
Your curiosity doesn't annoy the agency; it challenges them. It pushes them to dive deeper into your business, your ecosystem, and find better solutions. They want to share their knowledge and feed you with insights.
Perhaps the most surprising and widespread issue is the lack of performance reports or marketing agency performance issues. And guess what? I blame the client just as much as the agency! You are the one who benefits most from this information.
When I've been asked to help clients evaluate their agency performance, I often ask for the last few reports, only to be told: "We don't have any."
How can you evaluate a digital marketing agency the progression of a project without clearly defined marketing contract expectations, marketing goals, KPIs, and milestones? How do you justify continuing or ending a contract?
I’ve seen cases where agencies were hitting objectives, but the client ended the contract because they were simply "expecting much more leads." This misalignment should have been addressed before the contract was signed. Agencies need to check client expectations and, if they are unrealistic or above industry averages, adjust them together.
The core of any successful client-agency relationship lies in a delicate balance. It thrives on mutual respect, clearly defined boundaries, and consistent, dedicated effort from both parties. This balance requires two critical roles: a dedicated Account Manager on the agency side and an client accountability in marketing an engaged Point of Contact on the client side.
When you work with a Marketing Broker, you shouldn't have to worry about this gap.
My commitment to you doesn't conclude with the signed contract; I personally step in to serve as your dedicated Client Account Manager.
I fully grasp the significant value this role adds, acting as the critical link between your business goals and the agency’s execution. I ensure communication is timely, expectations are realistic, and performance is reported clearly and consistently. This support system is how we foster a robust relationship that consistently delivers optimal, long-lasting results—guaranteeing your business is never just a number.