A roster of specialized agency partners is the not-so-secret technique of many innovative brands. We’ve discussed previously how the “one-stop shop” is a myth.
But when you’re bringing entirely different organizations together and asking them to collaborate, how do you ensure smooth collaboration with the partners you onboard?
Be clear about each partner’s scope. Understand the services that each of your partners offer, and be clear with everyone about who should be doing what. Professional courtesy might make your partners hesitant to ask too much about the other party’s scope, so provide clarity yourself.
Talk workflow. Each partner will need to modify their individual process for a combined workflow. For long-term relationships, revisit this occasionally to modify as needed.
Make intros and set norms. What are the names and roles of each person involved? Where will the teams communicate? What are their hours? Do you want to be a part of every conversation, or just have visibility
Identify gaps. Once the scope and workflows are established, there’s a chance that one or more of your partners will see some gaps. Nobody wants to step on toes, so ask the partners directly (and privately) if they see any risks.
Finally, if you’re selecting a new partner for a new specialty, invite incumbent partners to help! They might have recommendations on who you should consider, or what you should look for.
What am I missing in my list? Any other recommendations?