How to Build a Collaborative Agency Model
Besides being agile and able to adroitly “pivot”, another successful strategy many businesses found for riding out and even thriving during the pandemic experience was collaboration.
For us, with in-person opportunities closed, we first had to become innovative in our networking and community involvement – an integral component of our new business generation. In a matter of days, we had to move virtual. One of the first opportunities was offered by Enterprising Women to their 2020 honorees – of which I was one. Every other Thursday, we met by Zoom to chat, share ideas and connections, and support each other. They asked me to join the Advisory Board, which I quickly accepted, and we have begun to collaborate with other Board members to present educational seminars to the larger network.
Rather than seeing other peers as possible competitors, collaboration has allowed us to align ourselves with other women-owned firm across the country, reaching a larger national audience and offering a broader array of information to prospects.
A “We” Mentality
One of the most rewarding virtual events I attended, sponsored by WPEO, included a panel discussion on “Collaboration & Partnering”. There I met two women who head up an agency collective. All diverse certified, this collaborative collective of exceptional and talented marketing and advertising firms located across the country is bringing a new level of creative focus to the brands they work with. BBG&G has been providing strategic and content marketing consulting services to them since December; we are onboarding with them to become part of the collective and have already been brought in to provide a content marketing strategy for a national brand.
Results? I certainly have learned a lot. And we have met a wonderful national network of entrepreneurs and business owners that we can now turn to as peers and colleagues and others that have become clients and partners. By being willing to think differently, respond differently, and collaborate, we uncovered new opportunities we would not have found otherwise.
What makes for Successful Collaboration – Authentic Relationships
What do I mean by authentic relationships? It means taking the time to understand the person(s) at the other end of the conversation – whether it is another individual, firm, or several companies. Be respectful of each other’s time, needs, and expertise – what common industries, interests, services, and/or markets bring you together? How are you better together than separate? Articulate the skillsets that each entity brings to the group, the value the collaboration brings to each participant, and establish roles and responsibilities within the collective. Honesty, transparency, and accountability are key. This is not the place for hidden agendas, withholding information, or operating from an inflated sense of one’s expertise. Be bold, be honest, and be real.
Think outside your usual box and consider local, regional, and national partners your target markets might turn to for services complementary to yours. Leverage your “up funnel” partners, your peers, and your “down funnel” resources.
Building a collaborative business model does not mean giving up your autonomy or identity. It does mean building relationships that strengthen your expertise and services, broadens your exposure, and enhances the value you bring to your own clients.
In the case of the agency collective we have chosen to partner with, collaborating with these other professionals means we have the opportunity to work with experts with proficiencies in specific skill sets that complement and augment our own; participate in exciting new multi-faceted branding and marketing work, and broaden the array of expertise we can offer our new and existing clients.
Collaboration with other knowledgeable, talented, credible, and trustworthy experts is a win-win for all. Who can you collaborate with?
By Debbe, President & CEO | May 24, 2021
