On the heels of yesterday’s poll about why agencies would discontinue working with clients, I think it’s important to consider what makes a successful client engagement. As was pointed out in the comments, not every client relationship is the same and a lot depends on the work that is done up front.
On the agency side, there must be an effective process in place for accurately assessing the client situation and making proper recommendations. Too often agencies lead with the services they WANT to offer rather than what the client actually NEEDS. Having a good handle on staffing, client load, expertise and account management are also critical.
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