Some partnerships are magic. Others? A slow-motion train wreck. After 15+ years of working with (and now in) agencies, I’ve seen it all—the good, the bad, and the painfully frustrating. And if there’s one thing I’ve learned, it’s this: the best partnerships aren’t just about contracts and deliverables. They’re built on trust and a shared vision.

So, if you’re looking for an agency to partner with, how do you spot the right ones? And just as importantly, how do you avoid the wrong ones? Here are the biggest lessons I’ve learned:

1. If You’re Nickel-and-Diming, It’s Already Over

Great partnerships require investment—both financial and strategic. If cost is the number one concern, that’s a red flag. Constantly haggling over every dollar means there’s no trust in the value being delivered. And guess what? You usually get what you pay for.

On the flip side, agencies that track every single minute down to the second aren’t setting the relationship up for success either. Flexibility and responsiveness matter. Answer the emails. Pick up the phone. Be present (without giving everything away for free). True partnerships create value on both sides, not just a line item on an invoice.

2. One-and-Done Doesn’t Cut It

If you treat your partner agency like a vending machine—insert project, get deliverable, walk away—you’re missing the real value of a partnership. You’ve already invested time in sourcing the right team. Why stop at the finish line?

The best partnerships evolve. They grow with you. They understand your business inside and out, making each project better than the last. If you're only focused on the deliverable, you're leaving long-term success (and ROI) on the table.

3. If Goals Don’t Align, Neither Will the Results

Misaligned goals are a fast track to frustration. If your agency is measuring the reach of your latest ads while you're waiting for the phone to ring with new sales, you’ve got a problem.

Success needs to be defined together—from the start and throughout the relationship. Set clear objectives, revisit them regularly, and make sure both sides are working toward the same outcome. If you’re not, it’s only a matter of time before things go off the rails.

4. The Right People Need to Be at the Table—From Day One

Ever spent weeks on a project only to have someone new show up at the 11th hour and flip the entire direction? Yeah, me too. It’s the worst.

I’ve been on the client side of this too many times. You think you have all the right people involved, only to realize—too late—that someone critical was left out.

I’ve seen sales teams completely unaware of the messaging they were supposed to support.
Watched designers try to piece together deliverables because they were left in the dark on what was requested and actually promised.
Supported copywriters through endless file versions and revisions.
And spent months building strategy and campaigns, only to present them to the CEO to hear, “This isn’t what I had in mind.”

In an instant, the whole project is either sent back to square one or scrapped entirely.

It’s frustrating. It’s costly. And it’s avoidable.

Hundreds of hours get wasted when the key players aren’t involved from the start. Decision-makers, stakeholders, the people who actually have to use the final product—bring them all in early. It’ll save everyone time, money, and unnecessary revisions.

5. A Good Brief Saves Hours on Both Sides

It’s the classic mismatch: You’re expecting first-class outcomes, but what’s delivered feels more like a middle seat in economy. Disappointment in partnerships (and, ahem, life) often stems from unclear expectations. Maybe the agency promised the moon, or maybe the client had an unspoken vision that was never articulated. Either way, when what’s delivered doesn’t match what was imagined, there is only one outcome: frustration.

Whether you're the client or the agency, briefs exist for a reason. Clear scope, realistic timelines, and honest conversations upfront prevent those awkward "this isn't what we expected" moments later and save hours of revision and review on both sides.

6. Check-Ins Aren’t Optional

A project shouldn’t feel like a black hole where you send off your ideas and hope something good comes back. Regular check-ins, milestone reviews, and feedback loops keep things on track before it’s too late to fix them.

Great partnerships thrive on communication. Sneak peeks, quick sync-ups, and structured updates make sure deliverables stay aligned, expectations are met, and the final result is everything you hoped for.

The Real Secret Sauce

At the end of the day, successful partnerships aren’t built on flashy pitches or rock-bottom prices. They’re about trust, alignment, and a commitment to growing together.

The right partnership doesn’t just impact your marketing—it impacts your bottom line. Strong partnerships lead to better strategies, stronger brand positioning, and measurable results.

So, ask yourself:

Are you investing in a partner who understands your long-term goals?
Do you feel like they are really, truly listening?
Are you prioritizing trust and collaboration over short-term savings?
Are you setting yourself up for success by involving the right people and keeping communication open?

Because the real secret sauce to success? It’s the right partnership.

If you’re looking for a team that will grow with you, align with your vision, and deliver results that matter, I may know of one. Let’s talk.

Vicki Loree is a marketing powerhouse who takes big challenges in stride to produce meaningful content that converts.

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The Secret Sauce to a Successful Partnership (and How to Avoid the Bad Ones)

Some partnerships thrive. Others crash and burn. After 15+ years in agencies, I’ve learned that success isn’t just about contracts and deliverables—it’s about trust, alignment, and a shared vision.