Gartner Research

Manage Agency Portfolios With Capabilities-Focused Scorecards

Published: 16 August 2019

ID: G00428608

Analyst(s): Laurel Erickson


The trend away from agency of record (AOR) to more-project-based work makes managing agency relationships more complex. Marketing leaders should implement a scorecard process to audit capabilities, manage expectations and provide ongoing feedback to agency partners on how to optimize performance.

Table Of Contents
  • Key Challenges



  • Structure Your Evaluation Around Your Critical Capabilities
    • Document Your List of Capabilities
    • Assign Capability Leads and an Agency “Captain”
  • Create Your Balanced Scorecard
    • Define Clear Attributes and Measures
    • Determine Your Scoring Approach
  • Establish Your Performance Evaluation Process
    • Collaborate With Agencies to Collect Project Contributions
    • Schedule Regular Performance Check-In Meetings
    • Socialize Your Scorecard and Process

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