Introduction
There is a powerful phrase often quoted in client-agency relationship management: “you don’t know what you don’t know.” This refers to those issues that sit outside your line of sight and go untreated. Over time, these can grow and totally derail even the strongest long-term agency relationships.
The Self-Assessment Approach
One effective process is asking your agency to undertake a self-assessment, and then comparing the results with the client team’s rating of the engagement or relationship. What you are looking for are large gaps in perception, as these often indicate where the blind spots are located.
Interpreting Perception Gaps
If the client’s rating of the agency is low, but the agency’s self-assessment is high, this can indicate a lack of awareness on the agency side about the underlying issues. It may also reveal that the client has not communicated their concerns effectively. This happens more often than you might think — the client team doesn’t want to offend the agency or create friction in the day-to-day relationship, so they remain silent about the issues or only hint at them obliquely.
The reverse can be equally revealing. An agency may rate itself lower on strategic alignment because it feels the briefs it receives are unclear, while the client assumes that area is working well. These mismatches are precisely where the most valuable improvement opportunities are hiding.
The Role of Evaluations in Bridging Gaps
A formal agency evaluation provides an outlet for this feedback, allowing for a less emotional and more considered response. When anonymity is guaranteed as part of the survey process, participants are able to express more directly how they feel about the relationship. The goal is to reduce the communication gap and ensure close alignment between all stakeholders on both the client and agency side.
Ensuring Alignment for Success
Combining formal agency evaluations with self-assessments helps uncover hidden issues and perception gaps that would otherwise go unaddressed. By building an environment where candid feedback is encouraged and valued, marketing procurement leads and agency management teams can strengthen their agency relationships and align their efforts more effectively. It’s not just about finding issues — it’s about proactive communication, bridging understanding, and working together for better results.
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