The purpose of this study is two-fold: 1) It is intended to help Agencies understand how Marketers (Clients) perceive the value of what they are bringing to the table during first meetings and help them understand how effective/not effective they are when following up after initial meetings; and 2) It is intended to help Marketers indirectly by improving the manner by which Agencies reach out in their attempt to engage, and the content (and value of) information they present during and after initial meetings.

Overall, there appear to be very clear and present opportunities for Agencies to improve upon the value of what they offer Marketers during initial meetings (calls or face-to-face meetings) – and in how they operate after a first discussion with a Marketing prospect. What Marketers want and what Agencies are giving aren’t in sync.

The Agency samples came from databases of 6,000 marketing service companies ranging in size from under $5M in capitalized billings to over $50M.

The Marketer sample came from our RSW/US database of well over 15,000 Marketer contacts. Client company size varied significantly. Some companies were very large ($1B+, like Ford, Abbott, and Kraft), others were mid-to small size players like Frisch’s, FLOR, and The Sports Authority.


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