Business
Get consistent, SIMPLE reporting on key metrics. The key word here is SIMPLE. Agents have limited time for each account and you don’t want them spending all of their time compiling data. You want them doing things to help your account. Give them objectives, not tasks. If you hired a good agency, you’re not working with less skilled people for a smaller price tag, you’re working with highly skilled people for less time. In other words, it’s most effective if you give them problems you can’t solve, then let them figure it out. It’s expensive and inefficient to try and just delegate data entry and carry-out tasks. Ask lots of questions. The goal of the agency is not to grow your account—it’s to grow your account with the least amount of effort. For this reason, a lot of agencies will work really hard in the first few months, at which point they can automate many of their tasks. But to automate and to innovate are not the same. They’re polar opposites, actually. Don’t expect them to do everything. Have a very clear scope, and temper that scope with reality. Most people hire an agency because it’s cheaper than hiring a full-time employee. If that’s the case, don’t expect them to do logistics, customer support, ads management, copywriting, and creative work. At least, don’t expect them to do it well. Even a well equip team will struggle to do all those aspects well.