An agency pitch should not be the default solution to every marketing challenge. In many cases, the root cause of performance issues sits within internal structures, processes, governance, or ways of working rather than the agency relationship itself.
Before launching an agency review or pitch process, organisations should first assess whether internal challenges are contributing to the problem.
This article explores why organisations should “look inside before they pitch”, the common internal issues that impact agency performance, and how a more structured approach leads to better long-term outcomes.
Why Internal Alignment Matters Before an Agency Pitch
Agency relationships are heavily influenced by:
- Internal governance
- Stakeholder alignment
- Marketing operating models
- Ways of working
- Brief quality
- Decision-making structures
When these areas are unclear or inconsistent, agencies often struggle to perform effectively regardless of capability.
As a result, organisations can end up:
- Running unnecessary pitch processes
- Changing agencies without solving the underlying issue
- Creating disruption without improving outcomes
- Repeating the same challenges with new partners
At Flock Associates, we often encourage organisations to assess internal structures and agency management processes before deciding whether a full pitch is required.
1. Clarify the Real Problem First
Many organisations initiate agency reviews because performance feels misaligned or underwhelming.
However, the issue may actually relate to:
- Unclear briefs
- Conflicting stakeholder expectations
- Poor governance
- Lack of strategic direction
- Fragmented operating models
- Inefficient approval processes
Without understanding the real issue, organisations risk solving the wrong problem.
Example
During a recent agency review assessment, Flock identified that the primary challenge was not agency capability, but inconsistent briefing and fragmented stakeholder governance across markets. By addressing internal processes first, the organisation avoided an unnecessary pitch process and improved agency performance significantly.
2. Assess Internal Ways of Working
Agencies operate within the structures and behaviours created by their clients.
If internal teams are:
- Disconnected
- Slow to make decisions
- Working in silos
- Lacking clear accountability
agency relationships often become inefficient and difficult to manage.
Reviewing internal ways of working before a pitch helps organisations identify whether operational changes could improve outcomes without changing agency partners.
Example
For a global marketing organisation, Flock conducted an operating model review before launching a planned agency pitch. The assessment identified workflow inefficiencies and overlapping stakeholder responsibilities that were impacting agency effectiveness more than agency capability itself.
3. Evaluate Existing Agency Relationships Objectively
Performance concerns are not always caused by agency underperformance.
In some cases:
- Expectations are unclear
- KPIs are inconsistent
- Scope has evolved over time
- Governance structures are weak
- Resource models no longer align to business needs
Structured evaluation frameworks and benchmarking can help organisations assess agency performance more objectively before deciding to pitch.
Example
Using benchmarking frameworks and structured evaluation criteria, Flock supported a client in assessing existing agency relationships before a planned review. The process identified opportunities to optimise scope, governance, and resource alignment without requiring a full agency replacement.
4. Understand Whether the Agency Ecosystem Is Fit for Purpose
Many organisations evolve agency relationships over time without regularly reassessing the broader ecosystem structure.
This can lead to:
- Duplicate capabilities
- Fragmented agency roles
- Unclear ownership
- Inefficient collaboration
- Rising costs without improved outcomes
Before launching a pitch, organisations should evaluate whether the current ecosystem structure still supports business objectives.
Example
Flock supported a client in reviewing its agency ecosystem before beginning a pitch process. The assessment identified structural inefficiencies between specialist agencies, leading to a redesigned ecosystem model before agency selection decisions were made.
5. Ensure Stakeholders Are Aligned Before Going to Market
Stakeholder misalignment is one of the most common causes of difficult or unsuccessful pitch processes.
Without early alignment around:
- Objectives
- Scope
- Budget
- Success criteria
- Decision-making
pitch processes often become slower, more subjective, and harder to manage.
Internal alignment should happen before agencies are invited into the process.
Example
For an international agency review involving multiple business units, Flock facilitated stakeholder alignment workshops before the pitch process began. This created clearer governance, improved decision-making, and significantly reduced process complexity later in the review.
6. Use Benchmarking and Data Before Making Decisions
Agency decisions are often influenced by perception rather than evidence.
Structured benchmarking and evaluation frameworks help organisations:
- Compare agency costs and structures
- Assess resource alignment
- Understand market competitiveness
- Identify operational inefficiencies
- Improve visibility of value
Increasingly, organisations are using data, benchmarking tools, and technology platforms to support more informed agency management decisions.
Example
Through benchmarking analysis and Optima, Flock’s agency fee and performance management platform, a client was able to assess agency resource allocation and commercial structures before deciding whether a pitch process was necessary.
7. A Pitch Should Be Part of a Broader Agency Management Strategy
A pitch process should not exist in isolation.
The strongest organisations approach agency management as an ongoing discipline that includes:
- Scoping
- Benchmarking
- Governance
- Relationship management
- Performance optimisation
- Ecosystem evolution
Running a pitch without considering these wider factors often limits long-term success.
Example
Flock regularly supports organisations not only during agency pitches, but across the wider agency lifecycle, helping clients improve governance, optimise agency structures, and create stronger long-term agency relationships.
How Flock Associates Approaches Agency Reviews and Pitches
Flock Associates supports organisations across the full agency lifecycle, from operating model and ecosystem reviews through to pitch facilitation, benchmarking, and performance optimisation.
Our approach combines:
- Independent facilitation
- Structured evaluation frameworks
- Agency benchmarking expertise
- Practical marketing and operational experience
- Technology-enabled support through Optima
Having supported more than 200 agency pitches and reviews, we help organisations make more informed, objective decisions about agency management and agency selection.
Common Signs You Should Review Internally Before Pitching
Some common indicators include:
- Agencies receiving inconsistent briefs
- Stakeholders disagreeing on objectives
- Governance processes slowing delivery
- Performance expectations being unclear
- Agency roles overlapping across the ecosystem
- Commercial structures no longer matching business needs
In many cases, addressing these issues internally improves agency performance significantly before a pitch is even required.
Frequently Asked Questions
Should organisations always run a pitch when agency performance declines?
Not necessarily. Internal governance, briefing quality, stakeholder alignment, and operating models can all impact agency performance significantly.
What should organisations assess before running an agency pitch?
Typically governance structures, ways of working, stakeholder alignment, agency scope, performance management, and ecosystem structure.
How can benchmarking help before a pitch?
Benchmarking helps organisations assess commercial structures, resource alignment, and agency competitiveness more objectively before making decisions.
What is an agency ecosystem review?
An agency ecosystem review assesses how agency partners are structured, managed, and aligned across the organisation.
Why is stakeholder alignment important before pitching?
Without stakeholder alignment, pitch processes often become inconsistent, delayed, and difficult to manage effectively.
Summary
- Agency performance challenges are not always caused by agency capability
- Internal governance and ways of working often impact outcomes significantly
- Benchmarking and structured evaluation improve decision-making
- Agency ecosystem structure should be reviewed before launching a pitch
- A pitch should form part of a broader agency management strategy
Considering an Agency Review or Pitch?
Flock Associates helps organisations assess agency performance, review operating models, and run structured agency pitch processes supported by benchmarking, governance, and agency ecosystem expertise.
Speak to the team about agency reviews, pitch facilitation, and end-to-end agency partner management.
Contact us