There are a lot of companies out there that will exaggerate their abilities to win your business. Here are three things you should require a vendor to prove before you enter a partnership.
Ability to provide accountability
These days, there is too much advertising being served and too many campaigns being delivered without any clear goal in mind. This "hope advertising" is based on sending ad dollars into the market and hoping that they will lead to conversions. When choosing a partner or vendor, your main goal should be accountability in performance. Make sure the company provides clear steps, benchmarks, and data that show how your money is being spent and how effective your marketing strategy truly is. If you choose a vendor or jump into a partnership based only off trust, you might be setting yourself up for trouble.
Ron Mulliken, VP of sales at Marchex, speaks to iMedia's marketing director about why this touchpoint is so critical to remember when selecting the right people and companies for business relationships.