In the end, you want the best results that your budget can buy. Often marketers get so caught up in the coordination and planning that they forget about gathering the results, especially when there is more than one agency involved.

Make sure each agency is bringing results to the table on a regular basis and in the same format. This is important not only from an accountability standpoint, but it will also help you effectively determine what is working and how to best manage your budget accordingly. Clearly, you want to put the most money where things are working the best. This will give you direct insight into the multiple agency approach, if coordination is working and whether or not having a specialist is worth the expense.

To sum it up, partnering with multiple interactive agencies doesn’t have to cause a headache or damage your brand. First, you have to make sure you’re ready to make this step. Analyze your marketing plan and determine if you have enough goals in specific areas to warrant a specialist. Then, make sure that you have the team to pull off the coordination that is so critical when working with multiple agencies. Keep in mind that working with agencies that have a focus in a specific discipline and allowing them to "do what they do best" will typically provide the best results for your campaigns.

The key is in the organization and communication on your part. If you can manage the relationships, you’re bound to see better results from your marketing initiatives.