Don't fire your agency
A guide to better marketing partnerships
There are thousands of digital marketing agencies out there, each with their own take on helping brands succeed. Some are niche-focused, others cast a wide net, and some just have that special personality that clicks with you. This variety is great – there should be many options for different needs.
But having options doesn't mean you should jump ship on a whim.
And yes, that includes us at Bend: don't quit your agency today just to sign up with us. While we'd love your business, leaving your current agency isn't always the answer.
Instead, we recommend focusing on three fundamental questions that guide all successful agency relationships:
Is what we're doing working?
What can you (the agency) do to improve?
What can we (the brand) do?
By consistently returning to these questions, you'll either help steer your agency toward mutual success or clearly see if they're not the right fit. Let's break down how to make these questions work for you.
Is what we're doing working?
This seems like the most straightforward question, but without proper structure, it can lead to the most frustrating discussions with your agency.
Let's be honest: agencies can (and should) always find silver linings. They should be excited about progress and celebrate wins. But are these successes aligned with what you're actually working toward?
Making success measurable
Work with your agency to explicitly define what success means for your business. Usually, it comes down to money – it keeps the lights on, fuels growth, and keeps everyone paid and happy.
While tracking direct revenue from agency efforts can be complex, focus on the key actions that lead to revenue:
eCommerce sales
Product sales
Service sales
Lead generation
Contact form submissions
These are your true Key Performance Indicators (KPIs). They're the actions that ultimately lead to revenue, whether you're closing large service contracts or processing frequent product sales.
Setting clear targets
Once you've identified your KPIs, define what success looks like numerically. Base these targets on your historical benchmarks and realistic growth goals.
Remember: KPI targets aren't set in stone. Review them quarterly at minimum, and adjust whenever you see consistent success or challenges.
Keeping reports focused
When your agency reports on progress, ensure they lead with these core KPIs. While other metrics might be worth sharing, maintain focus on what generates business for your company.
What can you do to improve?
Once you understand current performance, push your agency to think ahead. What are their plans for hitting increased goals? What new strategies could make an impact? What opportunities have they identified? What A/B tests might yield insights?
Never coast on success
Even when things are going well, avoid complacency. It's tempting to simply enjoy good results, but this can be a critical mistake. For long-term strategies like SEO and social media, taking your foot off the gas means working twice as hard later when performance inevitably dips.
Document and prioritize
Every review meeting should end with clear, prioritized action items for both parties. Keep these documented and accessible – we use our Client Portal in Notion, but any shared system works.
What can we do as a brand?
Your agency has unique visibility into your business performance, customer feedback, and competitive landscape. They might spot opportunities for your business that extend beyond marketing.
Be open to these suggestions. You don't have to implement everything, but consider each idea carefully. Good agencies ground their recommendations in your KPIs and support them with insights from their work with your business.
Moving forward
Building a strong agency relationship shouldn't feel intimidating or uncertain. By regularly returning to these three questions, you'll maintain focus on what matters and build a more productive partnership.
And if you do decide it's time for a change? We're here to talk – but only after you've given these strategies a fair shot with your current agency.
