Relationships with agency partners can be complex. Marketers are not just buying widgets — they have a unique and constantly evolving need to build brands and communicate messages to an intended target audience. Agency partners must be able to adapt to meet those shifting needs while delivering a constant level of quality and service.

Adding to that complexity is the fact that such relationships can span multiple stakeholders, from marketing and finance to operations and procurement, even to other agencies. Each stakeholder plays a different role in the relationship, and each has its own set of objectives, but what unites them is the goal to increase brand value and revenue for the company.

Sometimes individual objectives may be in conflict with one another, but when all of the stakeholders are unified the group can elicit higher levels of value from the agency-partner relationship. One way to ensure stakeholders are unified is through an agency management program that's grounded in the functional aspects of the relationship.