When you set out to hire multiple agencies, fully understanding the capabilities and experience offered by each one can eliminate a lot of heartache down the road and make coordination much easier. All too often agencies over-commit themselves and try to execute a campaign when they don’t have the experience or bandwidth to make it happen. So how do you make the multiple agency approach work for you?

Consider these questions:

1. Which areas of your marketing plan are large enough to require a specialized agency?
2. Do you have the internal team to handle the coordination necessary to work with multiple agencies?
3. Are the agencies you are working with willing to work with potential competitors who have different areas of expertise?

Don’t be afraid to work with multiple agencies to get the best expertise for a certain area of your marketing program. If email generates a large percentage of your revenue, having an interactive agency that specializes in email marketing campaigns is probably worth the money. And, trusting that big revenue generator to an agency that claims to do everything might not get you the best, most creative results.