Agencies should be honest about what they do best. Pretending is a slippery slope. If they have evolved their capabilities to offer more value, if they've acquired other talent to deliver differently, they should say so... when it's true.
You're a marketer needing an agency... it doesn't much matter your size....the complexities of choice exist regardless. The promises of one stop shopping, new media expertise and brilliant work are rampant.
Some might see the notion of belief as a non-strategic, softer side of business. That couldn't be more wrong. Belief is the essential ingredient for winning. Look at these three common scenarios. See how belief made the difference.
A value roadmap can provide a number of sustainable benefits inside the company that invests in the effort. The capabilities section of the value roadmap showcases the gaps between what the roadmap says is needed and what the company can actually provide.