Chapter 6 - Be a Strategist - Establishing Methodology
As I strove to better understand the benchmarks of a great agency and client relationship, practitioners shared their desire to create or participate in strategy. Yet often times they are engaged to execute a specific tactic without the context of strategy. When I asked the question, "What's your biggest frustration?" The answer often had to do with skipping strategy and going straight to tactic. Taking the time to understand the overarching goals and objectives and getting a
Chapter 10 - Be Adamant - Sticking to Your True North
When attempting to understand the benchmarks of good client and vendor engagements it became clear after the first 7 or 8 interviews that digital marketers that stick to their true north (on pricing, on terms of engagement, on discovery, on the importance of longer term rather than 90-day projects) have greater success than those who are willing to "adjust their compass" with every client. Bill Hunt, founder of Back Azimuth, shared that he had turned down an RFP from a very l
