Simultaneous Success: Managing Multiple Agency Partners
Robert is the Director of Partnerships at MMT, a leading digital experience and transformation business within the MSQ Group, creating experiences, platforms and partnerships that empower businesses to realise digital value faster.
Within the wider group setting, Robert also serves in a business development capacity. When focusing on generating opportunities through their partner network or when a referral is received from one of our partners, ultimately making him a very interesting subject matter expert for what we aspired to cover at our Agency Partnerships Summit. If you missed him back in May, here’s your chance to ctach up.
Managing multiple agency partners can feel like juggling too many balls in the air—all while trying to focus on your core business objectives. Whether you're an agency owner, a growth marketing expert, or a CMO, ensuring collaboration and smooth delivery across various partners isn’t just a skill—it’s an art form.
The partnerships landscape can be complex, but a well-structured approach is key to harnessing its full potential. At MMT, a tech consultancy and delivery firm under the MSQ umbrella, we’ve mastered the process of managing multiple partners while driving measurable success for our clients. From tiering systems to transparent communication, we’ve developed strategies that empower businesses to handle concurrent relationships effectively.
Why Multi-Agency Partnerships Work
When done right, working with multiple agency partners brings significant benefits to your organisation. Collaborating with expert partners allows you to leverage their niche capabilities while staying agile in meeting client needs.
At MMT, we often work simultaneously with tech vendors, consulting firms, and even partners offering overlapping services—all for the shared goal of delivering impactful digital change. It’s complex but worth it. Here are a few key advantages:
Specialised Expertise: Different partners bring varying capabilities—be it CRM implementation, CMS platforms, or marketing automation.
Broader Resources: Partnerships expand both talent and technology pools, providing access to tools and skills you might not have in-house.
Enhanced Innovation: Collaboration between multiple partners sparks creativity and fosters cross-industry innovation.
Scalable Solutions: With the right mix of partners, businesses can scale their operations quickly without compromising quality.
However, managing these partnerships is no walk in the park. It requires strategy, communication, and collaboration.
Key Strategies for Managing Multiple Partners
1. Categorise and Tier Your Partners
Not all partnerships are equal, and that’s okay. The key is to focus your time and resources on the relationships with the largest impact.
At MMT, we categorise partners into three tiers:
Tier 1 Partners: These are our priority partnerships, critical to our success. We engage with them weekly or bi-weekly, meeting face-to-face or virtually to build alignment and collaboration. Tier 1 partners often have a dedicated internal team comprising experts from various departments like UX, design, and consultancy.
Tier 2 Partners: These are active collaborators but with fewer touchpoints compared to Tier 1. We focus on maintaining our credentials for these partnerships while leveraging their technology when it adds value to client projects.
Tier 3 Partners: These are less active partnerships—often transactional or project-specific relationships.
This structured approach allows us to know exactly where to dedicate our energy and ensures that critical partnerships get the attention they deserve.
2. Foster Transparency and Open Dialogue
Transparency is the backbone of every successful partnership. Partners need to know where they stand and what’s expected of them.
At MMT, we maintain clarity with all our collaborators by being upfront about why certain partnerships hold priority (e.g. more referrals and client preferences during RFP processes). This honesty helps manage expectations and prevents misunderstandings.
When competing partners vie for the same project, we ensure fairness by endorsing both based on what’s best for the client. Keeping an open and fair policy fosters trust, even in competitive scenarios.
3. Look Beyond the Technical
While technical expertise is important for tech vendors, softer factors also play a massive role in partnership success. For non-technical vendors, we assess ethical alignment, work approaches, and sustainability practices to ensure compatibility with our values.
Even pre-existing relationships with individuals at partner organisations can add immense value—human connections matter. Seeking partners who align both ethically and operationally is key to forging strong, long-term relationships.
4. Encourage Collaboration Among Partners
It’s not uncommon for multiple partners to work together on the same client project. For instance, at MMT, our team collaborates with partners across CRM systems, marketing automation tools, and content management platforms for seamless service delivery.
However, challenges can arise when partners deliver overlapping services. To manage this, we:
Define boundaries and responsibilities upfront.
Facilitate introductions between partners whose services complement each other.
Host events like our annual partner day, where all partners can network, share ideas, and showcase their contributions.
This united approach ensures that all partners remain aligned towards the client’s goals without stepping on each other’s toes.
5. Stay Selective and Proactive
An overabundance of partnerships can dilute their value. Focus on quality over quantity, limiting your partnerships to those that truly align with your business growth goals.
Once you’ve formed partnerships, be proactive. Rather than waiting for partners to drive the relationship forward, take the lead by presenting fresh opportunities, organising co-marketing events, or working on joint business pitches.
“When evaluating potential collaborators, we consider several aspects. Ethical alignment, work approaches, sustainability, and other factors are crucial for non-technical vendors, particularly in consulting. We assess if they are the right fit for us as partners for potential daily interactions.”
Practical Challenges and How to Solve Them
Managing multiple partnerships isn’t without challenges. Here’s how to address some of the most common obstacles:
Competition Amongst Partners: Implement a tiering system and communicate your priorities upfront to avoid hurt feelings.
Mixing Collaboration with Competition: Foster open discussions and shared trust with partners, even those that could also be competitors.
Role Confusion in Projects: During the planning stage, clearly define each partner’s area of focus to avoid overlap or friction.
Keeping Partners Engaged: Plan regular touchpoints and events to maintain alignment and shared commitment.
Partner Collaboration = Business Growth
At MMT, multi-partner collaboration is integral to our ability to deliver impactful results for clients. Our partner network revolves around the idea of winning projects together, co-marketing efforts, and driving shared business success.
For companies looking to start building their network of partners, the first step is to:
Define the types of clients you want to work with and the services you wish to offer.
Identify potential partners that align with those objectives.
Prioritise research and initiate meaningful conversations to explore compatibility.
Remember, it’s better to have fewer, stronger partnerships than dozens of weak ones. The more concentrated your efforts, the more impactful the results.
Building the Future of Partnership Success
Managing multiple agency partners doesn’t need to be overwhelming. Businesses can build strong, mutually rewarding relationships across their partner networks by implementing a tiered approach, fostering transparency, and focusing on collaboration.
Whether you’re just starting out or refining existing partnerships, proactive efforts and strategic alignment will set you on the path to long-term success.
Take the first step today by evaluating your current network and identifying partnerships that align best with your business goals. Success is often built not alone but together.
