Strategic marketing requires strategic management. And TrinityP3 has been solving strategic problems between marketers and their agencies and suppliers for more than a decade. In 2000, Darren...read more
October 23, 2012
This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
For quite a few years we were recommending to our clients that they should undertake regular relationship surveys and score cards as a way of bringing discipline to the management of the relationships with their agencies.
There were a number of systems in the market place that all purported to provide 360 degree reviews of these relationships. But what we found was that as agency rosters became more complex and relationships became more interwoven, many of these systems no longer provided the scope required.
In 2006 we started to interview the many clients that were using some of these other systems and a picture emerged in two parts:
1. While the detail and level of data provided was good, the time it took to complete the surveys and collate and review the reports meant that often there were few actionable plans delivered as an outcome.
2. The cost, the amount of time required and resources required meant that the surveys were not implemented beyond the basic media and creative agency relationship and yet most marketers were aware that other disciplines, especially digital were increasing in importance.
It was due to this second insight that we understood why so many marketers were talking about the need for their agencies to collaborate or at the very least coordinate their activities.
From this we commenced development of a new system that became Evalu8ing. It took two years to design, build and test. The main features of the Evalu8ing system come directly from the insights of those we interviewed:
You can try Evalu8ing with a free trial and see the impact it has on improving:
I would be really interested in hearing your thoughts on ways you could see Evalu8ing being applied in your situation.
Please leave a comment here on ways you can see Evalu8ing assist with making your business relationships more aligned, collaborative and productive.