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72. Transforming agency relationships: From outputs to outcomes
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Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”.
They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationships to foster mutual success.
- Challenges in the client-agency commercial model.
- The impact of procurement on creativity.
- Shifting focus from outputs to business outcomes.
- Balancing efficiency and innovation.
Tune in to understand how to build stronger, more effective relationships between marketers and agencies, ensuring sustainable success for both parties.
About Blair Enns
Blair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing.
The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.
Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com.
The Win Without Pitching Manifesto (2010) is available on Amazon.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Blair Enns| Dom Hawes
Website: Win Without Pitching
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
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