How Strong Agency Partnerships Can Drive Performance


Any marketing leader will understand that a well-defined marketing strategy plays a big part in business growth and sales. The impact of your marketing output can drive and enhance your business’s overall development. The question, however, isn’t if, but how can this be achieved? As a CMO, your business leaders will be looking to you for this answer.

With marketing budgets rising from 6.4% of company revenue in 2021, to 9.5% in 2022, CMOs are presented with the opportunity to invest more in their marketing strategy. Your agency partnership has and will continue to contribute significantly to this investment. Therefore you must ensure your relationship with your agency partner is comparable within the industry where you operate, which is ultimately integral to your business performance.

Previous Agency Performance Management projects conducted by Flock have revealed the following:

  • A pattern of innovating ideas at a rapid scale via client-agency hackathon sessions to reach great transformational ideas quickly
  • Increased ROI by joining the performance review scores up with performance-related fees
  • Accountability is held on both sides of client-agency relationships, building, and working through detailed action plans between each wave of reviews
  • A more transparent and evolving relationship with clarity on areas that are working well and those that need improvement with detail on how to progress forward.

To achieve the above results, we have spent years crafting a tool that allows our clients and their incumbent agencies to evolve their partnerships year after year.

Here is the approach Flock takes

Flock Agency Appraisal Tool – Our Approach (Flock Associates)

Ultimately, the strength of your agency partnership is, and continues to be a key driver of your business’ performance and understanding and having the capability to assess these relationships can allow any CMO to develop an optimised marketing strategy that supports this and impacts revenue.

Learn more about the Flock Agency Appraisal Tool and get in touch with us at for more on how to tool can help you.

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