Do you want to understand what to look for in terms of a long term partnership, whether that be with an agency, vendor, or customer?

I consider a good partnership one where both parties have a clear shared vision, strong team members, clear division of responsibilities and accountability, and a culture of reliability and following through. All members are supportive and enabling of each other and, most importantly, the business and its objectives. As a result, both can grow together and work as a true partnership – with collaboration, transparency, openness, and trust.

Here are 5 key considerations to help you understand what to look out for in an individual or company in which you want to potentially engage in a partnership.

#1. Clear, Shared Vision

If organizations have shared values and can work together towards a clear shared vision, then they will be much more productive together. Open and honest communication allows issues to be surfaced and addressed, problems to be solved, decisions made, and more to be accomplished efficiently. With everyone marching in the same direction, there will be a better ability to achieve without having culture, political, or personal clashes get in the way.

#2. Accountability & Reliability

One of the key things I want to understand in the people and teams I’m working with is that they honour their word and commitments – thus making them accountable and reliable. I don’t want to hear excuses, or why something didn’t happen, but how the issue will be resolved, and what the go forward plan will be in order to execute and finish. I would prefer to know a hard truth rather than defensiveness and a “yes” person, so that I can fully understand how to make something work. Together, as a team, if we understand all the information that we are aware of, then we can make the best decisions to come to a resolution, no matter what is the case.

For example, if there is a risk that something may impact the schedule for delivering a marketing campaign, I would prefer that to be raised as soon as someone is aware, so that we can figure out a mitigation plan and what may need to done to solve for it.

#3. Clarity is Kind (Transparency)

If something is uncertain or about to slip, or you are aware of an issue or risk, it’s better to raise this sooner rather than later. “Clarity is kind,” as Brene Brown states (also a motto I like to live by), as it allows people to be clear on a situation so they can make their own decision based on reality and not any falsehoods.

For example, if a particular business initiative isn’t performing as well as planned, it’s best to understand all of the details and the actual data behind this, so that it can be addressed and optimized sooner rather than later. Without a clear understanding of the situation, it will be more difficult for the team to come together and brainstorm how to resolve the situation and continue on.

#4. Similar Values & Culture

Values are important as they help individuals, teams, and organizations grow and develop, along with driving decision-making that moves things forward. Our values inform our thoughts, words, and actions. When values are shared, they provide cohesion within a group and foster a culture of innovation, productivity, and more efficient operations and strategic management.  Alignment in these values can creates a shared culture across teams.

#5. Collaboration

Collaboration allows both individuals and teams within and between organizations to create value and achieve goals more quickly. The opposite is having people working against one another, in a sort of zero-sum game, where opposing forces don’t allow projects to come to fruition.

As an example, teams who can learn from one another’s experiences and skills can produce more by working to a common purpose than having many separate groups working in silos and trying to do the same. Think of a rowing team, working together to cross the finish line.

Summary

To summarize, for a successful long-term partnership you need:

1. Clear, Shared Vision
2. Accountability & Reliability
3. Clarity is Kind (Transparency)
4. Similar Values
5. Collaboration

Now that you know more about how Big Data can impact marketing, please check out our recent blog posts covering useful Inbound Marketing tips. If you liked this video, subscribe to the Umami Marketing YouTube Channel and the monthly Digital Marketing Postcard.

I’ll be back again next month to answer more of your questions. See you in April!