By granting your agency access to any and all information it needs to be successful, you will most likely achieve better results. Why? It allows them the ability to truly measure the effectiveness of their efforts, make tweaks and changes to marketing activities as they need, and most importantly, have a clear idea of how your marketing objectives relate to the long-term goals of your organization. All the while, building trust that you are going to let them do the job you hired them to do, and not treat them like a vendor.

I realize that every business has some information they don’t want to share. Be sure you are forthcoming with what is off limits early, and clearly explain why it’s not available. Likewise, if your agency asks you for information that doesn’t seem relevant, ask them why they value it. Remember, agencies are just trying to do their job, and the more information they have, the better they can do their job. The better they can do their job, the better off you will be.

What information are you not willing to share with your agency? Why?

Photo by notsogoodphotography.