B2B Principles of Partnership (PoP)

Great client/agency relationships are more than just transactional. They are true partnerships where each supports the other to achieve its goals.

For clients, the longer an agency knows your business, market and customers, the better it can make sure its output drives your marketing ambitions.

And for agencies, building long-term relationships with clients leads to better understanding, better work and better efficiencies.

So it’s in everyone’s interest to have a shared understanding of what the foundation of great client/agency relationships are built on.

That’s what these B2B Principles of Partnership are for.

The What

It’s a framework for both parties, where each one knows the commitment the other is making to building a team pulling in the same direction.

It is a clear statement — that any client or agency adopting these principles is inherently committed to a shared, team approach to marketing. That it will work as a true partner, with the other not merely a resource to flog or a cash cow to milk.

The Aim

We want these principles to become an industry-wide code; a badge of integrity, honesty and transparency, that helps clients and agencies pick partners that share their relationship values.

We want it to become a shorthand for ethical, open and caring conduct around the key issues facing agencies and clients alike.

And for those companies that sign up to it, we want them to shout loudly about it, accelerating take-up across the whole of B2B marketing.

The Principles

We’ve divided the principles into four key areas that can often become sources of friction for relationships — pitching, onboarding, communication and behaviour. In each area, you’ll find the commitment that each party is signing up to make to the other.

PITCHING

As a Client, we shall:

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Let agencies clearly know why a pitch is being held, and give a written brief including background of the business, challenges, expected deliverables, outcomes and KPIs.

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Be transparent about the number of agencies taking part in the pitch and say if the incumbent is included.

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Identify all stakeholders as well as the ultimate decision maker(s) in the pitch process.

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Provide an internally-approved-budget for the brief’s scope of work. If there is no approved budget, we will provide an estimate of the budget prior to any pitch work (and make clear that it’s not fully approved). If the pitch is for a position on a roster without a live brief, we will give an indication of spend over a set period.

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Provide a clearly outlined pitch process with timings for each stage. Where relevant include pre-pitch chemistry meetings and insight gathering, tissue sessions, final presentations and decision-making and feedback deadlines.

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Whenever possible, we’ll share the decision-making-criteria prior to the pitch, and give face-to-face/phone feedback to all agencies who took part once a decision has been made.

PITCHING

As an Agency, we shall:

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Provide names, titles and experience of the team who would run the account or project in the event of a win and have at least two of these at the pitch presentation (or if not explain why upfront). Clearly identify the lead contact and their role.

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Provide concepts and ideas that fit within the budget provided. If pitching additional ideas beyond the scope of the budget, make clear the indicative level of costs involved.

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Give an overview of capabilities, sector specialisms and agency resource structure (in-house vs outsourced).

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Provide a list of current clients and disclose any non-competes/conflicts with the client prior to agreeing to take part in the pitch process.

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Retain all IP and copyright for any strategic or creative concepts presented as part of the pitch process.

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Provide details of agency process and SLA’s as part of the pitch response.

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Provide agency financials for review where relevant and within the boundaries of client confidentiality.

ONBOARDING

As a Client, we commit to a team onboarding session with a new agency that will include:

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Communicating team structure, roles and responsibilities. Where in-house creative resource/teams exist we will provide what is in and out of scope of work.

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Providing a company overview including product/service insights and competitor analysis.
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Sharing our marketing plans, objectives, budgets and project timelines for the year ahead.
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Creating contracts that are fit for service, and sharing billing and approval processes.
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Providing a company overview including product/service insights and competitor analysis.
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Clearly sharing our strategic business objectives.

ONBOARDING

As an Agency, , we commit to a team onboarding session with a new client that will include:

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Sharing the client team structure, roles and responsibilities.
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Communicating the agency process and, where appropriate, provide briefing templates and/or briefing workshops.
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Sharing our creative process including rounds of amends including in any estimate.
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Developing an SLA to be agreed by both parties.
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Clearly explaining contracts, IP and billing processes.

COMMS & BEHAVIOUR

As a Client, we value transparency and commit to the following behaviours:

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To provide SMART briefs for all new projects with measurable KPIs and stakeholders.
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To provide an honest review of the agency at an agreed frequency with the key account holders including areas for improvement if needed.
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Should issues occur, to raise with the key account holder or agency head/owner at earliest possible convenience to find a resolution.
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To understand that the IP and copyright for any strategic or creative work developed by the agency is retained by them until the invoice for that work is paid.
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To provide a roadmap of future planned work as far in advance as possible and, where beneficial, other agency partners. We will also share changes to plans/priorities when they happen.

COMMS & BEHAVIOUR

As an agency, we value transparency and commit to the following behaviours:

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Provide honest feedback on projects, relationships and make suggestion for improvement with the key stakeholder.
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Share any team changes, including promotions, on the team prior to them being instated.
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When issues occur, to raise with the key decision makers at earliest possible opportunity to find a resolution.
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To be transparent on timings and costs and ensure that they are met or expectations are managed.

Our commitment to each other

We value the importance of partnership and treat each other with respect, honesty and professionalism. We will respect each other’s boundaries and support each other to deliver great work.

Now let’s build relationships that PoP

The Code of Conduct is an industry-wide collaboration (both agency and clients) and free resource. Please share as you need, to build better working relationships.

For questions, comments or to add your support to the list above please contact teresa@themagnusclub.com | Download logo