How corporations can ensure agencies, consultants, and vendors execute in line with internal priorities—without adding friction or complexity.
Strategy must be internal before it can be externalised
Clear ownership prevents execution drift
Aligned metrics drive better outcomes than tighter control
1. Why Alignment Breaks Down in Corporations
Most misalignment happens upstream, before work begins. Common causes include:
Strategy living in decks, not daily workflows
Different success metrics for internal teams and partners
Incomplete context shared due to time or confidentiality constraints
Too many stakeholders without clear decision ownership
When partners are asked to “execute” without understanding why, results drift quickly.
2. Start With Strategic Clarity, Not Briefs
Before onboarding any external partner, corporations must articulate three things clearly:
Business priorities (what matters this quarter and why)
Marketing role (brand, demand, enablement, or support)
Non-negotiables (brand guardrails, approvals, compliance)
This clarity should exist internally first. Partners amplify strategy—they do not define it.
3. Translate Strategy Into Usable Inputs
Strategy alignment improves when it is operationalised.
Replace long documents with:
A one-page strategy summary
Defined outcomes instead of activity lists
Clear ownership: who decides, who reviews, who executes
Partners perform better when expectations are explicit and repeatable.
4. Align on Metrics, Not Just Deliverables
Corporations often track success differently from their partners.
To fix this:
Agree on business-aligned KPIs, not vanity metrics
Separate reporting from performance conversations
Review outcomes monthly, not only at campaign end
When metrics align, conversations shift from output to impact.
5. Build Rhythm, Not Dependence
Effective alignment does not mean constant check-ins.
Best practices include:
Predictable review cadences
Single points of contact on both sides
Clear escalation paths for decisions
This structure creates autonomy without losing control.
6. Treat Partners as Extensions, Not Vendors
Alignment improves when partners understand internal constraints and realities.
Share:
Organisational context and timelines
Internal approval processes
What success looks like beyond the contract
The goal is not closeness—it is clarity.
Reading about marketing is great. But what’s better is seeing it actually work!
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