068: Tactics Tuesdays: Managing Agency Relationships

In this episode of Brand Fortress HQ, Jon and Mike, along with Matt, discuss strategies for effectively managing agency relationships, particularly for Amazon-based brands. They emphasize the importance of brands defining clear goals and KPIs upfront, understanding their business metrics, and actively monitoring agency performance rather than blindly trusting them. The conversation covers the pitfalls of focusing solely on metrics like ACOS without considering overall business impact (TACOS), the necessity of understanding PPC campaign structures, and the value of setting realistic milestones and measuring inputs alongside outputs. They also highlight the need for brand owners to be involved, responsive, and knowledgeable about the strategies being implemented, as well as the potential risks of relying on underqualified virtual assistants. The speakers underscore the importance of viewing the agency relationship as a partnership and documenting progress to ensure accountability and informed decision-making.