We are planning to outsource our entire lead generation and digital marketing function to a specialized agency to improve efficiency before our exit. How do we represent this external agency on our Accountability Chart without violating the rule of having one name in a seat?

Question

Tyler Smith · Accepted Answer

The rule of having one name in a seat on your Accountability Chart applies to external vendors and agencies just as it does to internal employees. You cannot simply write the name of an agency in a seat. An agency is a collection of people, not a single accountable individual.

To resolve this, you must identify the single internal person on your leadership team who will own the relationship with the agency and be ultimately accountable for the results. This is usually your Head of Marketing or your Integrator.

Underneath that leader on the Accountability Chart, you will show the Marketing seat. In that seat, you will place the name of the specific account manager or lead strategist from the agency who is your main point of contact. This person is the one name in the seat.

They must understand the roles and responsibilities of that seat, and they must GWC the seat. They must attend your Level 10 Meetings and be accountable for hitting their marketing Rocks and measurables.

If the agency refuses to work this way or cannot assign a single accountable person to sit in your seat, they are not the right partner. You must have one person you can look in the eye when things go wrong.