Gartner Research

How to Manage Your Marketing Agency Portfolio Effectively

Published: 14 September 2017

ID: G00328977

Analyst(s): Jay Wilson

Summary

Marketing leaders increasingly rely on a portfolio of agencies and marketing service providers to meet their needs. Management of multiple partners introduces complexities that you must address to maximize the value of those relationships.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Map and Evaluate Your Agency Ecosystem
  • Identify a Lead Agency and Align Roster Agencies
  • Eliminate Gaps, Foster Disciplined Communication and Conduct Cost Optimization

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