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The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking
| Guest post by: Darren Woolley |
Article Overview: The interactions between marketers and their agencies are becoming more complex and being able to benchmark these interactions is important. However, it is important to distinguish the difference between collaboration, relationships and performance benchmarking to ensure you are optimizing the most appropriate criteria in the process.
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Free Download - The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking By Darren Woolley |
The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking
In measuring
the interactions between agencies and the marketers there are a number of
considerations that must be considered to ensure the right outcome. Many people
use terms such as performance, relationship and collaboration interchangeably
and yet there are important distinctions between them. All three are important
in the management and optimization of the agency/marketers interaction but each
one is measuring a different, perhaps subtle, but important attribute of this
interaction.
The most
common and certainly the most basic of all the interaction measures is performance
benchmarking. This typically takes the form of a scorecard of the agency’s
performance completed by the marketers on a regular basis. The criteria for the
scorecard are based on measuring the essential performance attributes required
by the marketer of the agency. It is a one-dimensional measure in that it does
not recognize the role of co-creation in the interaction and does not provide a
measure of the marketer’s performance or influence in the interaction.
Relationship
Benchmarking is a two dimensional measure which recognizes the role and
influence of both parties on the performance and quality of the interactions.
It is sometimes mistakenly termed a 360º methodology, but because it typically
looks at the relationship between two parties, typically the marketer and one
of the agencies, it is more correctly a two dimensional measure. The criteria
here is to measure the attributes of the relationship that encourage more
efficient and effective interactions between the two parties, rather than
simply the performance of the roles and functions of each of the individual
parties in the relationship.
Collaboration
Benchmarking is typically a measure of the alignment of two or more groups or
parties to a set of objectives, values, cultures or philosophies. This is
essential when two or more organizations are working together toward a common
goal such as a marketing team and any number of agencies that are working
interdependently in developing and executing the marketing communications plan.
Therefore the criteria is typically measuring the underlying desired attributes
that bring about the alignment between what are often disparate groups
culturally who are trying to align to the common goals. Developing collaboration
between two parties is relatively simple and is often a component of most
relationship management and optimization processes. However, marketers are more
often engaging multiple agencies to execute their marketing communications
plans therefore collaboration
benchmarking is often multidimensional in nature.
The
interactions between marketers and their agencies are becoming more complex and
being able to benchmark these interactions is important. However, it is
important to distinguish the difference between collaboration, relationships
and performance benchmarking to ensure you are optimizing the most appropriate
criteria in the process.
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Referred by: http://www.meetmikeandmidge.com/?t=mmevcarbio
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About the Author: Darren Woolley RSS for Darren's articles - Visit Darren's website During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors' Club for two consecutive terms. In 2000, Darren founded TrinityP3, Asia Pacific's leading strategic marketing consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. What that means is he leverages his extensive knowledge of the marketing and advertising industry, to help advertisers achieve maximum value from their budget by providing cost benchmarks, industry best practice knowledge, training and independent third party advice on agency selection and remuneration, media planning and buying, digital, direct and interactive marketing, TV and print production and public relations. Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world's top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington. With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia's AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines. Click here to visit Darren's website   Increased Marketing Efficiency Can Be Delivered Through Regular Process Benchmarking The Important Distinctions Between Relationship Collaboration and Performance Benchmarking Five Reasons Agency Compensation Should Not Be Relationship Based Developing Agency Solutions to Increasingly Complex Marketing Requirements Increasing Marketing Supplier Performance Through Business Strategy Alignment |
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