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marketing management consultants
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How Many Agencies Do You Need?How Do You Get There?
TrinityP3 Webinar SeriesPresented by Nathan Hodges
7th October 2015
marketing management consultants
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Outline
• The ever-expanding roster
• What this expansion means for marketers and agencies
• What to do about it – for marketers and for agencies
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Driving the ever-expanding roster
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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
Greater marketing complexity…
…requiring more specialism
…demanding more of the marketing generalist
marketing management consultants
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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
Greater marketing complexity…
…requiring more specialism
…demanding more of the marketing generalist
Marketer Responses
Fix it fast
Do it cheaper
Centralised vs decentralised
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Driving the ever-expanding roster
Fragmentation of channels
Broader role of technology
Increase in data
Changed consumer expectations
Greater marketing complexity…
…requiring more specialism
…demanding more of the marketing generalist
Agency Responses
Revenue protection (‘we can do that for you’)
Revenue expansion (‘let us show you what we can do’)
Marketer Responses
Fix it fast
Do it cheaper
Centralised vs decentralised
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Why the expanding roster is a problem
The Spiralof Roster
Destruction
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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
The Spiralof Roster
Destruction
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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial modelNo one agency has a significant share of
activity, budget, knowledge or data
The Spiralof Roster
Destruction
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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf warsInsecurity
Recommendations linked to discipline
No one agency has a significant share of
activity, budget, knowledge or data
The Spiralof Roster
Destruction
marketing management consultants
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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf warsInsecurity
Recommendations linked to discipline
No one agency has a significant share of
activity, budget, knowledge or data
Loss of strategic focus
Loss of management focus
Opportunity cost
The Spiralof Roster
Destruction
marketing management consultants
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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf warsInsecurity
Recommendations linked to discipline
No one agency has a significant share of
activity, budget, knowledge or data
Loss of strategic focus
Loss of management focus
Opportunity cost
Increased marketing head hours
Loss of cost control
The Spiralof Roster
Destruction
marketing management consultants
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Why the expanding roster is a problem
Expansion, but with…
…no roster model
…no strategy
…no financial model
Agency turf warsInsecurity
Recommendations linked to discipline
No one agency has a significant share of
activity, budget, knowledge or data
Loss of strategic focus
Loss of management focus
Opportunity cost
Increased marketing head hours
Loss of cost control
Results pressure
Cost pressure
The Spiralof Roster
Destruction
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What to do about it – for marketers
Define and articulate the current and likely future marketing requirements
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What to do about it – for marketers
Build structure around channel, segment or
product/business unit
Define and articulate the current and likely future marketing requirements
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What to do about it – for marketers
Build structure around channel, segment or
product/business unit
Define and articulate the current and likely future marketing requirements
Develop roster model
Develop remuneration model
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What to do about it – for marketers
Match marketing requirements to agency
roles and skill sets, enterprise-wide where
possible
Build structure around channel, segment or
product/business unit
Define and articulate the current and likely future marketing requirements
Develop roster model
Develop remuneration model
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What to do about it – for marketers
Negotiate and implement
Maintain, monitor & govern
Match marketing requirements to agency
roles and skill sets, enterprise-wide where
possible
Build structure around channel, segment or
product/business unit
Define and articulate the current and likely future marketing requirements
Develop roster model
Develop remuneration model
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What to do about it – for agencies
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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars
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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars Be brilliant at what you do
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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars
Be straight and honest about the expertise in your agency
Be brilliant at what you do
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What to do about it – for agencies
Play nicely with others
Don’t engage in turf wars
Be straight and honest about the expertise in your agency
Be brilliant at what you do
Ask your client for clear guidance on roles, responsibilities and
expectations
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Questions?
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TrinityP3 Webinar Series
October 21: Aligning your digital marketing to marketing
November 11: The challenges for Marketers in a carbon constrained future
November 25: Super charge your agency with incentive based remuneration
http://www.trinityp3.com/product-category/webinars/
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For more information contact:
TrinityP3 Pty LtdSydney
+612 9964 9900Melbourne
+613 9682 6800Hong Kong
+852 3478 3982Singapore
+65 6631 2861
Trinityp3.com/blog/
@TrinityP3
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