By Aaron Goldman
Appeared in Media Post's Search Insider
In my last column, I continued the thread around fixing the client/agency RFP process by listing 10 reasons why SEM agencies don't win new biz. However, the responsibility for ill-fated client/agency matchmaking does not reside solely with agencies. Now, I won't go as far as fellow Search Insider Janel Landis to say that clients are complacent, jaded, or near-sighted. Instead, I'll point out 10 symptoms that, if left untreated, could lead to those diagnoses.
- They don't know what they need. Many clients fail to do the requisite preliminary research before issuing an RFP. This includes taking inventory of the skills/avails of in-house resources as well as what's available in the marketplace. Most of all, it requires taking a hard look in the mirror and being honest about your assets and liabilities and what type of outside firm is likely to complement these. For PPC, do you need a campaign management tool or full-service agency? For SEO, do you need a firm to just make recommendations or implement them, too? If you're not sure what you need, you can always send out an exploratory RFI to get a feel for what's out there and/or hire an experienced consultant to help you navigate the waters.
- They give unreasonable RFP lead times. The Sistine Chapel wasn't painted in a day. OK, comparing agency biz dev execs to Michelangelo may be a stretch. But as the late great Bernie Mac said in the movie "Friday," you've got to give to receive, my brother. It you want a customized RFP response with deep insights that shows how the agency will drive your business forward, you have to give them more than a week or two to work on it. Besides, if you hire the SEM firm that dropped everything to put all their greatest minds on creating your RFP response, imagine what they'll do once you're a client and the next RFP hits their inbox?
- They treat agencies like vendors. From an agency standpoint, the only thing worse than getting an RFP that requires a 5-day turnaround is one that's a "find and replace" version of the RFP the client's procurement group uses to source office supplies. If you're looking for a true partner to help grow your business in a transparent and sustainable fashion, don't treat them like the company you buy light bulbs from. Which reminds me of a joke -- How many ad agency execs does it take to change a light bulb?
- They simply pick the lowest cost provider. On second thought, there is one thing worse than getting the cut and paste RFP -- getting the one that requires agencies to bid against each other in real time to see who will offer the lowest price. Do I hear 4.9% media commission? Going once, going twice... sold to the unlucky agency that now has to go into the red to service the account. As Steve Baldwin pointed out, when it comes to SEM firms, you get what you pay for. After all, you'd be skeptical of the lawyer offering to represent you for the low, low price of $50 per hour, right?
- They don't provide access to historical data. In discussing the REAL problem with the Client/Agency RFP process, I pointed to a recent survey of 184 client marketing execs that surfaced such complaints as, "you're told so many things that you're not sure what to believe." This is a legitimate issue and one that's likely to materialize in situations like SEM RFPs where there's an unequal distribution of subject matter expertise between buyer and seller. As a client, the best way to invite the agency "smoke and mirrors" pitch is to not give them access to your current engine accounts and/or historical data. Without that information, the best the agency can do is create recommendations from guesswork and base projections on assumptions.
- They don't meet the right folks at the agency. For the client, the only thing worse than getting a dog and pony show full of vaporware is getting it from people you're never going to see after the pitch. While it's important to hear from an agency's execs to understand their vision, clients must insist on meeting the folks that will be working on their business before making a decision. I'd go so far as to say that clients should include an out in their contract that they can exercise should their lead account manager be removed from their business within the first 90 days without an adequate replacement.
- They get wowed by demos. Clients love flashy blinky things. And when the flashing and blinking comes with data, they light up as if they just hit the slot machine jackpot. The problem with technology demos is that they focus on inputs, not outputs and features, not benefits. Do you really care what buttons your agency presses to adjust bids? Or do you care about the ROI that results from it? The next time an SEM firm offers you a demo, make sure it's accompanied by a case study.
- They don't get the right buy-in from the right folks. Some clients delegate the RFP process solely to an in-house SEM manager. As Gord proclaimed, no search is an island. And no SEM agency decision should be made on one. Furthermore, as a few readers pointed out in response to my last column, the ability to apply insights generated from search to other sales and marketing channels is one of the biggest differentiators among SEM firms. To generate the most value from your SEM investment, you need your agency to integrate with your other departments and partners. Accordingly, you'll want to involve them in the selection process.
- They stick to the scorecard. The other extreme of getting the right buy-in is making the buy-in process too rigid. Many clients use scorecards to evaluate SEM agencies and RFPs but there's no way to score intangibles like chemistry, vision, and how in-tune they are with your business. Choosing an SEM firm this way is like marrying a person just because eHarmony's 29 dimensions of compatibility say you're a good match.
- They don't check references. It always amazes me how few clients actually check references. To continue the dating analogy, it's like getting married without meeting any of your significant other's friends or family. There's no better way to determine how good an agency really is than by talking to their other clients. It's the only way to cut through the BS of the pitch process and make sure you don't marry an axe murderer.