Marketing Agency Horror Stories Episode 1: Overpromised Capabilities

In our first episode of the Marketing Agency Horror Stories series, we are sharing two real examples of this problem in action. Our goal is not to criticize agencies broadly, but to help businesses make more informed decisions before entering an engagement. Here is what those situations looked like, and what to consider before you find yourself in a similar position.

1. When an Agency Cannot Deliver What It Promised

We worked with a client who came to us at the end of the year, in early December. They had already started a website project for a subsidiary company with another agency, with a deadline of January 15, roughly 45 days away. The problem they encountered was that the previous agency had spent approximately three months claiming it could build the required website functionality. In reality, it could not.

The previous firm was familiar with the client's industry, which is likely why it was chosen. However, they were a small team with limited capacity. When it came time to execute the technical scope they had agreed to, they were not able to deliver. The client had no choice but to pivot at the last minute, find a new agency, and attempt to meet a deadline that was already dangerously close. We stepped in and, while the timeline was challenging, successfully completed the project.

The real cost in that situation was not just the rushed timeline. It was the three months of time and money that the client lost while the original agency struggled with work it was not equipped to handle.

2. Hiring a Specialist for a Generalist Role

A second scenario we have encountered is when a company hires an agency that clearly specializes in one area, such as website development, and expects that firm to execute a broad, ongoing marketing scope. In this case, the agency's portfolio and past work were heavily focused on websites. The client needed a comprehensive marketing program, but the agency was simply not built to deliver it. The result was a failed engagement. Since then, we have worked with that organization and successfully executed on that scope. But the time and resources lost during the original engagement were entirely avoidable.

When companies are in a hurry to get started, the evaluation process is often the first thing cut short, but it is vital to the long-term success of any project. 

What to Evaluate Before You Sign a Contract

There are four major factors that determine an agency’s capability for your marketing. Before entering any agency engagement, ask yourself the following questions:

1. Can they do the work, and can they prove it?

Ask for specific examples of similar projects. Request case studies or references from clients with a comparable scope of work.

2. Is the size of their team commensurate with the scope of the project?

A two or three-person firm may produce excellent work within its area of focus. They are rarely the right fit for a major project or a large ongoing retainer. Be realistic about what the engagement requires.

3. Have you checked references?

Speaking with past clients is one of the most reliable ways to understand how an agency actually performs. Ask specifically whether they delivered on what was agreed, and if the clients were satisfied with the results.

4. Do they have experience in your industry?

Relevant industry experience does not guarantee success, but the absence of it, especially in technical or industrial sectors, can create significant challenges that slow a project down.

Take the Time to Evaluate Carefully

Companies that skip the evaluation process to move faster almost always pay for it later. A few additional weeks spent verifying an agency's capabilities, reviewing their past work, and speaking with references is far less costly than recovering from a failed engagement.

The goal of this series is straightforward: give businesses the information they need to make better decisions. Agencies that are honest about what they can and cannot do are worth working with. The problems arise when that honesty is absent, and companies do not discover it until the project is already underway.

If your company is evaluating marketing agencies, or if you have experienced a situation like those described above, we are glad to help you work through it.