In my post entitled SEO "Performance-Based Pricing" = "Pay For Some Kind of Performance" (Part XVIII), I said: "I CAN'T EMPHASIZE ENOUGH, THE NEED FOR EVALUATION FORMS THAT ARE FILLED OUT BY TOP MANAGEMENT OF BOTH BUYER & SELLER ON A QUARTERLY BASIS! THE "INTERACTIVE AGENCY PERFORMANCE EVALUATION" ON PAGE 23, AND THE "AGENCY FEEDBACK TO CLIENT" FORM ON PAGE 27 OF THE "ICA's 'Client/Agency Evaluation'" CAN BE ADOPTED TO SEO AGENCY/CLIENT RELATIONSHIPS, in my opinion."
Here's my take on what applies to both traditional ad agencies and full service search marketing agencies. The points in RED are most important, in my opinion.
"Agency Performance Evaluation": 1. "Understand our brands/brand equity" 2. "Work well with our other partners" 3. "Ideas are on strategy" 4. "Ideas show Innovation/insight" 5. "The user's experience is compelling" 6. "Execution is true to creative concept" 7. "Tracking of results" 8. "Technical expertise" 9. "Knowledge of current/emerging trends" 10. "Information design" 11. "Useability design" 12. "Cost conscious" 13. "Positive sense of urgency" 14. "Support Point of Views convincingly" 15. "Deliver on time and on budget" 16. "Keep us informed/good follow up" 17. "Technical staff communicate well" 18. "Staff is experienced enough" 19. "Staff can handle the workload" 20. "Staff is readily available" 21. "Senior management involvement".
"Agency Feedback To The Client": 1. "Agree on how to build brand value" 2. "Agree on short vs. long term" 3. "Priorities are clear and consistent" 4. "Use our time/resources well" 5. "Business info shared regularly" 6. "Reasonable Expectation For the Budget" 7. "Focused, motivating briefings" 8. "Reasonable lead-times" 9. "'Need it yesterday' kept to a minimum" 10. "Good attitude to risk" 11. "Ideas Are Supported Up the Line" 12. "The Power of 'NO' Is At the Right Level" 13. "Clear Feedback On Ideas Turned Down" 14. "The approval process is transparent" 15. "Fast turnaround on client decisions" 16. "Treat Us Like Partners" 17. "Receptive to our point of view" 18. "Encourages/inspire original ideas" 19. "Accessible (meetings/calls/emails)" 20. "Acknowledge good work" 21. "'Going over my head' is not verboten" 22. "Senior Management Is Accessible" 23. "Attitude when things go wrong" 24. "Attitude to price/value/profitability" 25. "Pay Us On Time" 26. "Top talent 'asks' to work for you".
All of these points are graded on a 1 to 5 scale, and should be discussed every three months! Probably more points should be added to both evaluation charts, so feel free to add or take away what you feel is necessary to improve the evaluations. That is my "Brokerblogger" opinion. Do others agree or have suggestions for improvements?
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