We are using multiple external agencies for lead generation, content creation, and SEO. Where do these outsourced marketing firms sit on our Accountability Chart, and who holds them accountable for results?

Question

Tyler Smith · Accepted Answer

Outsourced marketing agencies frequently operate in a vacuum, generating vanity metrics while failing to deliver real business growth. To fix this, you must represent their accountability clearly on your Accountability Chart. Do not give the external agency its own box on your leadership team. Instead, the agency must report directly to an internal seat that is accountable for marketing results. Here is how to structure this: First, ensure you have a dedicated internal seat, such as a Marketing Director, on your Accountability Chart. This seat is responsible for the overall marketing strategy and ROI. Second, define the roles of this internal seat to include managing, holding accountable, and driving results from external vendors. Third, the internal seat owner must run a regular meeting pulse with the agency, tracking their performance on your weekly Scorecard. If you do not have an internal leader who GWCs marketing, you must temporarily sit in that seat as the owner, or hire a fractional resource to own it. The agency cannot report directly to the entire leadership team, and they cannot report to nobody. By placing the agency under a specific, accountable internal seat, you ensure their deliverables align with your V/TO® goals and that you are getting a real return on your investment.