Data-Driven Agency Series, Chapter 2: Using data to foster lasting customer relationships

Before we break down how to build lasting partnerships, here are a few perspectives on cultivating business relationships.

“Being honest may not get you a lot of friends but it’ll always get you the right ones. You and your client will build trust faster if you’re open and honest from the start.” John Lennon, Oliver Lindberg (via Shopify)

“It's easy to talk about the weather; it's a bit harder to talk about yourself… Regardless of position in a company, we all have things that worry or excite us. To sustain a fulfilling client relationship, get to know them so you can talk beyond small talk.” Andrew Howlett, Rain (via forbes.com)

“Our ideal partner helps us do something different in the market. We want partners with complementary specializations and shared values.” Mike Walls, National Manager of Portfolio & Professional Services at Revera (via Microsoft)

“Harnessing the strengths and abilities of others across your ecosystem is a strategic way to scale and solve complex challenges.” President, PayPal Canada (via The Globe and Mail)

“Brand–agency relationships are no different from any other. Be who you are. If you both find common ground, it’s the start of a strong relationship.” Randy Hughes, Carmichael Lynch (via forbes.com)

5 Ways to Build Better Partnerships:

1. Ensure you and your partner are on the same page
2. Align your skill sets
3. Open communication and mutual respect
4. Consistent communication
5. Define who does what ahead of time

1. Ensure you and your partner are on the same page

Misalignment on the definition of success sends work in different directions. Agree on outcomes and measures up front so both teams work toward the same goal. A shared Klipfolio Klips dashboard keeps goals, targets, and KPIs in one place, visible to everyone.

2. Align your skill sets

Understand each partner’s strengths and gaps. Share the work so each team uses its strengths and covers the other’s blind spots. The result is better output without duplication.

3. It’s not just business, but personal too

Open communication and mutual respect underpin every successful relationship. Disagreements will happen. Stay respectful and open?minded so ideas are evaluated on their merits.

4. Consistent communication is key

Schedule a short recurring check?in every few weeks. Use it for open dialogue about risks, wins, and next steps. When issues arise, you’ll be ready to work through them together.

5. Define who does what...ahead of time

Clarify roles early to avoid overlap and missed tasks. Roles may evolve, so document owners and due dates and review them regularly. If there’s a task you dislike, share it; your partner may enjoy it. That give and take improves collaboration.

Continue to Chapter 3: Leveraging the power of agency reporting