{"id":10244,"date":"2025-08-06T19:41:12","date_gmt":"2025-08-07T02:41:12","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=10244"},"modified":"2025-08-06T21:49:45","modified_gmt":"2025-08-07T04:49:45","slug":"the-one-question-i-ask-to-know-if-an-agency-will-be-worth-it","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/the-one-question-i-ask-to-know-if-an-agency-will-be-worth-it\/","title":{"rendered":"The One Question I Ask to Know If an Agency Will Be Worth It"},"content":{"rendered":"\n<p>Every now and then a career \u201cL\u201d seeps its way into my subconscious, usually at about 11:05pm when I\u2019m about to fall asleep. One of those recurring thoughts is when I had an awful time working with a marketing agency. I can blame them all I want. But for whatever faults they had, I have to admit I\u2019m culpable too.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"575\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-7.39.12-PM-1024x575.png\" alt=\"\" class=\"wp-image-10251\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-7.39.12-PM-1024x575.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-7.39.12-PM-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-7.39.12-PM-768x431.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-7.39.12-PM-1536x863.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-7.39.12-PM.png 1912w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Amanda at 11:05pm, in her heatless curls, still worried about that marketing agency.<\/figcaption><\/figure>\n<\/div>\n\n\n<p>I keep going back to this thought because I\u2019m not sure if I ever got great closure on it. We deemed the project a failure, took the learnings that we had, and moved on. My team and I weren\u2019t going to point fingers internally, especially in a situation where our resources were limited anyway and the path forward was ultimately clear. But\u2026 what could I have done differently? This is what I think about most. My mind races through the usual checkboxes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Was the scope of work clear?<\/li>\n\n\n\n<li>Were there people who could vouch for their work?<\/li>\n\n\n\n<li>Did the agency demonstrate willingness and competency in this project?<\/li>\n\n\n\n<li>Did we have a clear understanding of what we wanted them to achieve?<\/li>\n<\/ul>\n\n\n\n<p>I could answer all of these affirmatively\u2026 ish. And that\u2019s exactly what tells me where the problem lies: we had just enough clarity to feel confident, but not enough to stay aligned.<\/p>\n\n\n\n<p>Internally, we had one person championing the project from the beginning, they passed the baton to me, and then I ran with it. In the moments when I faced my inbox, unsure about the current status of the project, I passed the baton back, \u201cThe agency\u2019s question is confusing me\u2026 I thought we wanted X not Y?\u201d And then back and forth we went.<\/p>\n\n\n\n<p>I\u2019m oversimplifying. But that\u2019s the heart of it. What we should have done was ask ourselves:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cWho on our team is going to own this project \u2014 and how will we define success?\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>That answers questions like, what marketing function owns the scope of work (is it brand or performance)? Can the owner clearly define success, and can they get the other team leads to agree or at least\u2026 care? Better yet, can they help define some common currency with those other team leads so that every stakeholder can nod to themselves, \u201cYup; I\u2019m getting what I need\u201d?<\/p>\n\n\n\n<p>The question forces accountability, wherein it\u2019s clear who owns the scope of work and thus, can articulate what the deliverable will be. If anyone on the team is wondering about the status, they know exactly who to ask for clarity. And when there\u2019s accountability, the project owner will be responsible for if\/when the project gets derailed. They (should) be able to answer: \u201cWhere did we last leave off?\u201d \u201cDid we or did we not agree on the deadline?\u201d \u201cDid I give them the keys\/permissions I\u2019m supposed to give?\u201d&nbsp;<\/p>\n\n\n\n<p>Now\u2026 one other point of alignment: How do you define ownership? It might sound obvious \u2014 and if you are running a well-oiled marketing machine, chances are it <em>is <\/em>obvious. But it\u2019s worth examining inwardly what the project owner needs to do. It\u2019s probably:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Writing and updating the brief<\/li>\n\n\n\n<li>Fielding agency questions (and not punting them to someone else on your team)<\/li>\n\n\n\n<li>Clarifying internal feedback and corralling approvals<\/li>\n\n\n\n<li>Tracking progress and keeping scope creep in check<\/li>\n\n\n\n<li>Reporting on success\/failure in terms everyone understands<\/li>\n<\/ol>\n\n\n\n<p>Once you\u2019ve defined the owner, the next step is to actually empower them. Too often, someone\u2019s assigned as the point person but doesn\u2019t have the authority to make decisions \u2014 they\u2019re just relaying messages between teams. That\u2019s only risking confusion and delays. A true project owner should have the final say on key decisions. They should be the one defining deliverables, signing off on completion, and keeping things moving.<\/p>\n\n\n\n<p>That doesn\u2019t mean they have to do everything alone. They can lean on the team for support and try things like:<\/p>\n\n\n\n<p><strong>Pressure-test the brief. <\/strong>Ask a neutral teammate to read it and identify what\u2019s ambiguous. (You can also leverage B2B review sites like <a href=\"http:\/\/clutch.co\">Clutch<\/a> to help find experts that can help you write this.)<\/p>\n\n\n\n<p><strong>Schedule a mid-point gut check.<\/strong> Not a status meeting \u2014 a reality check with all the internal stakeholders. Address topics like whether the project is on track, if current needs are being met, and if goals are still clear.<\/p>\n\n\n\n<p><strong>Use an RACI chart if it\u2019s a big project. <\/strong>Sometimes old tools work for a reason. Also known as a responsibility assignment matrix, <a href=\"https:\/\/project-management.com\/understanding-responsibility-assignment-matrix-raci-matrix\/\" target=\"_blank\" rel=\"noreferrer noopener\">RACI<\/a> stands for Responsible, Accountable, Consulted, and Informed. It helps clarify who does the work, who calls the shots, whose opinion matters, and who needs to stay in the loop for each task, milestone, or decision.&nbsp;<\/p>\n\n\n\n<p>Agency work is expensive \u2014 not just in budget, but in opportunity cost. If you burn cycles without a clear owner and definition of success, you\u2019re not just wasting money. You\u2019re delaying impact, draining team morale, and ruining your sleep at 11:05pm. That\u2019s why the one question matters.&nbsp;<\/p>\n\n\n\n<p>P.S. If you\u2019re currently hunting for an agency, <strong>Rand and I put together a custom <a href=\"https:\/\/clutch.co\/top-service-providers\/sparktoros-top-community-picks?source=sparktoro&amp;utm_medium=referral&amp;utm_campaign=blog_08-06-2025\" target=\"_blank\" rel=\"noreferrer noopener\">Clutch directory<\/a> (see below!) <\/strong> At the moment, this list consists of agencies and consultants Rand and I personally know well and\/or have worked with. We\u2019re also taking recommendations from our network \u2014 so if you know an agency worth spotlighting, you can submit nominations <a href=\"http:\/\/clutch.co\/sparktoro\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>here<\/strong><\/a>. We\u2019ll vet and include them too!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/clutch.co\/top-service-providers\/sparktoros-top-community-picks?source=sparktoro&amp;utm_medium=referral&amp;utm_campaign=blog_08-06-2025\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"396\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-2.18.02-PM-1024x396.png\" alt=\"\" class=\"wp-image-10252\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-2.18.02-PM-1024x396.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-2.18.02-PM-300x116.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-2.18.02-PM-768x297.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-2.18.02-PM-1536x594.png 1536w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-06-at-2.18.02-PM.png 1836w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Check out our SparkToro-recommended agencies on Clutch!<\/figcaption><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Every now and then a career \u201cL\u201d seeps its way into my subconscious, usually at about 11:05pm when I\u2019m about to fall asleep. One of those recurring thoughts is when I had an awful time working with a marketing agency. I can blame them all I want. But for whatever faults they had, I have<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,6],"tags":[],"class_list":["post-10244","post","type-post","status-publish","format-standard","hentry","category-agencies","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The One Question I Ask to Know If an Agency Will Be Worth It - SparkToro<\/title>\n<meta name=\"description\" content=\"Every now and then a career \u201cL\u201d seeps its way into my subconscious, usually at about 11:05pm when I\u2019m about to fall asleep. 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