There are so many partners, whether it be consultancies, agencies or marketing technology providers who can offer you a product or service in the world of digital. My experience of new partner selection is that it can quite often be a long and drawn out affair, impacting the day to day trading of your business and medium term performance.
So why even change in the first place? Brands are continuously in new partner selection mode for one reason or another. Here are a few examples of the scenarios that I have come across over the last 16 years:
None of these are bad reasons … in my opinion some are slightly better than others 😊. However it’s essential that there are really valid reasons for changing your partner. I have seen the selection process can take at least 3 months if not up to 6 months with onboarding and the typical ‘launch phase’ taking the same time again. Brands often see their performance take a nosedive during this period as your focus is less on the day to trading. What is required is a way for brands to identify and launch a new supplier more seamlessly.
To help with this, here are my top tips for pitching work to the market:
# 1 - Understand what problem(s) you are trying to solve before starting the process?
# 2 - Ensure all decision makers and influencers are involved in the process and you are aligned on the problems?
#3 - Align the problem with the partner you select to pitch?
#4 - Write a clear brief, ensuring you have substance over volume?
#5 Evaluate the partner using a mix of quantitative and qualitative in place
In summary, the key is to be able to cut through the noise, understanding your reasons for change and quickly finding a partner who will deliver on this.
If you are interested in understanding how we can support in the new partner selection process, contact us today.
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