Trends Report

The Fit Test For Strong Agency Relationships

Optimizing The RFP Process For The Post-Digital Agency Landscape

November 19th, 2014
Sarah Sikowitz, null
Sarah Sikowitz
With contributors:
Harley Manning , Elizabeth Perez

Summary

Chief marketing officers (CMOs) increasingly look to their agency for a strong strategic voice that can assist them in driving change with their brand. But the agency selection process is most-often focused on tactical details like capabilities, past work, and pricing. This traditional approach ignores elements critical to building a relationship that can drive the business forward in an increasingly competitive and real-time environment, such as agency vision, experience, passion, and process. This report will outline the ways in which CMOs can screen for these criteria during the agency selection process.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.