A recently released survey by Columbus-based research company, Ad-ology (www.ad-ology.net), provides insights into what C-level marketing people look for in companies they hire to supply support services. Although this survey focuses on marketing service providers, I think the message is significant for any organization, regardless of the products or services you provide.
According to CEO, C. Lee Smith, Ad-ology Research is used by over 2,000 advertising agencies, media companies, and corporate marketing departments across North America. This nationwide survey involved 347 chief marketers of businesses with over $2 million in annual sales. Among the study’s key findings:
The top three goals for the marketing departments in these companies are:
• Grow or retain market share
• Lower costs and improve go-to-market efficiencies
• Improve customer insight and retention
Do these sound familiar? How do they align with your organization’s marketing goals?
The next question deals with the criteria a company uses when selecting a new service company. The top 5 factors are:
• Creative capabilities (48.2%)
• Quality of previous work (46.6%)
• Understanding our customers (44.8%)
• Industry experience (43.9%)
• Responsiveness (41.1%)
There are no big surprises here. Creativity, quality of work and experience are almost always top-of-mind when selecting an advertising agency, PR firm or other marketing service provider. And a service company of any kind that isn’t responsive to the client’s needs isn’t likely to be employed very long.
One of the most intriguing – and far-reaching ¬– findings, however, is the response to the question “What are your biggest sources of frustration or aggravation with your providers?” The top 5 complaints are:
• More reactive than proactive (35.3%)
• Poor communication (33.1%)
• Don’t understand our business (31.9%)
• Lack of strategic thinking (28.5%)
• Insufficient creativity/originality (23.6%)
Building on these responses, the survey asked what one piece of advice the businesses would give to their service providers. A few of their verbatim comments:
• Over communicate.
• Talk less and listen more.
• Do a better job with the upfront strategic messaging part.
• Act as a partner, not only a provider.
• Know our markets.
• Know our industry and be willing to offer suggestions not previously considered.
• Simply respond in a timely and professional manner.
• Talk in plain language and not technical jargon.
• Be nice.
For me, the takeaway is this: Whether we peddle products or services, we’re all in the business of satisfying and building relationships with our customers. This means listening to their needs, understanding their businesses, and actively and creatively thinking of ways to help them be more successful. It also means consistently delivering on time, on target and on budget. Oh yes, and being nice never hurts, either.