¿Cómo gestionarías a un proveedor que ofrece constantemente un trabajo de calidad inferior en tus campañas de marketing B2B?
Tratar con un proveedor que ofrece un trabajo de calidad inferior puede ser un desafío importante en su B2B (De empresa a empresa) campañas de marketing. Estos problemas pueden afectar el rendimiento de la campaña, empañar la reputación de su marca y, en última instancia, afectar sus resultados. Sin embargo, manejar esta situación de manera efectiva puede ayudar a cambiar las cosas y garantizar que sus esfuerzos de marketing sean exitosos.
El primer paso debe ser una evaluación exhaustiva de la situación. Reúna pruebas del trabajo deficiente y evalúe cómo está afectando a sus campañas de marketing. Considere si el problema está relacionado con aspectos específicos del trabajo del proveedor o si se trata de un problema general con sus entregables. Comprender el alcance y el impacto del problema le ayudará a acercarse al proveedor con ejemplos claros y un caso sólido para la necesidad de mejorar.
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In my experience, a thorough initial assessment is critical in identifying the root cause of subpar work from a vendor. It's not just about pointing fingers but understanding the 'why' behind the issue. This approach aligns with my ethos of personal responsibility and integrity in business dealings. By evaluating the impact on your marketing campaigns, you can have a factual, solution-focused conversation with the vendor, which is far more productive than a blame game. At the same time, you have to know when to move on. Having a limited number of vendor solutions is or can be a big risk. The worse number in business is one.
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Managing a vendor who delivers subpar quality work in your B2B marketing campaigns requires clear communication and a structured approach. Begin by addressing the issue directly with the vendor, providing specific examples of the problems. Set clear expectations and discuss improvement strategies. Establish performance metrics and timelines for assessing progress. If the quality doesn’t improve, consider exploring alternative vendors. Maintaining high standards is crucial for the success of your campaigns. #B2BMarketing #VendorManagement #QualityControl
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Clear Expectations: Set specific, measurable goals and quality standards from the outset. Regular Feedback: Provide constructive feedback promptly and consistently to address issues early on. Collaborative Solutions: Engage in open dialogue to understand challenges and collaboratively find solutions. Performance Reviews: Conduct regular performance reviews to assess progress and identify areas for improvement. Exploring Alternatives: Keep alternative vendors on standby and assess their readiness to step in if necessary. Personalize interactions to maintain a respectful partnership while ensuring alignment with campaign goals and quality benchmarks.
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The assessment is an excellent time to ask ourselves, "What did we think we were getting, and what have we received?" And to be fair, did we choose well? What was the environment in which we decided to select this vendor? Were we in a panic? Did we look at alternatives? When we don't like these answers, it is human nature to overcorrect when we need to work with vendor leadership and make impactful adjustments. It's surprising how often communication is the culprit.
Una vez que haya evaluado la situación, inicie una conversación con el proveedor. Aborda esta discusión con una mentalidad de resolución de problemas, describiendo claramente los problemas y su impacto en tus campañas. Sé específico sobre lo que debe cambiar y por qué. Es importante mantener un tono profesional y dar al proveedor la oportunidad de explicar o aportar su punto de vista. Esta línea abierta de comunicación puede conducir a un entendimiento mutuo y a un camino a seguir.
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It sometimes happens that the problem with the vendor comes before all the working process. I think you should not have a relation of empowerment just becuase you are paying the vendor. You should take them as a part of your team and success and that's how your vendor will feel this belonging to the company and the project. For me, all my vendors are part of my team and I deal with them with a very clear and transparent communication since the begining to avoid missunderstoods. So, it is neccesary this open communication between the parties at all the stages.
Después de discutir los problemas, es crucial establecer expectativas claras sobre la calidad y los plazos de los futuros entregables. Defina los estándares que espera que cumpla el proveedor y establezca indicadores clave de rendimiento (KPIs) que se utilizará para medir su trabajo. Asegúrese de que estas expectativas estén documentadas y de que ambas partes estén de acuerdo con ellas. Esto servirá como punto de referencia y un punto de referencia claro para evaluar las mejoras.
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From the beginning, being clear about what we want from a vendor establishes everything about the relationship. Revisiting those expectations every quarter or every month keeps us aligned with the original goal. It's such a relief when working with a vendor to return to the original expectation or KPI and say, "If we're not getting this KPI, we're not succeeding as a partnership." Managing toward clear expectations brings tremendous clarity and keeps us from straying off the path of the relationship. By anchoring our joint actions to the expectations of the expense, we can maintain a clear and focused approach.
Con expectativas claras, implemente un sistema para monitorear regularmente el desempeño del proveedor. Esto podría implicar registros programados, informes de progreso o controles de calidad. Al vigilar de cerca el trabajo que se entrega, puede identificar rápidamente cualquier problema en curso o signos de mejora. Este paso es vital para garantizar la rendición de cuentas y mantener altos estándares para sus campañas de marketing B2B.
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Start by setting detailed standards, such as KPIs. Brands like Stanley Black & Decker reduced their sales cycle by 30% through clear definitions. Reporting tools like SEMRush are effective for overall campaign monitoring, and Looker Studio (formerly Google Data Studio) works equally well if initial customization is done. Use performance metrics and dashboards to track improvements, along with project management or productivity tools, to ensure accountability and maintain high standards.
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As W. Edward Deming famously said, "In God we trust, all others must bring data." This quote underscores the importance of performance monitoring, which provides the data we need to create insight and make necessary adjustments. It's how we inform ourselves as to how we feel about this vendor. Is the vendor meeting expectations, or is a change needed? Set up cadenced meetings, and if it's new, meet weekly to align all resources so it can be successful. Work as a team focused on improving performance and welcome ideas.
Si el rendimiento del proveedor comienza a mejorar, trabaje en colaboración para mantener esta trayectoria positiva. Ofrezca retroalimentación y reconocimiento por sus esfuerzos para cumplir con sus estándares. Si todavía hay áreas que necesitan mejoras, discuta las posibles soluciones o el apoyo adicional que puedan necesitar. Un enfoque colaborativo puede fomentar una asociación más sólida y mejores resultados a largo plazo.
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Many leaders miss the opportunity to treat a new vendor like a new employee who is trying to be onboarded. Leading vendors is still leading people. It's not a switch; it's a dial. You just don't turn them on and off. You ask them to produce results over time within the environment that has been provided. Partnerships and vendor relationships only optimize performance when both parties collaborate. Moreover, if you work with a vendor, be positive and inspire them to do their best work. Recognition can be a powerful tool since it's what every employee values. Your role in highlighting their efforts is crucial and should make you feel the importance of your leadership in this process.
Si el proveedor no mejora a pesar de sus esfuerzos, puede ser el momento de considerar la planificación de contingencias. Explore proveedores o soluciones alternativas que puedan cumplir con sus estándares de calidad. Tener un plan de respaldo garantiza que sus campañas de marketing no se vean afectadas por el rendimiento deficiente de un proveedor. Hacer un cambio puede ser un desafío, pero a veces es necesario para proteger la integridad de su marca y el éxito de su campaña .
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A contingency plan should be in place even if the bender is the top one in your area; having options that are up to standard will always give you the upper hand as a business in terms of price and timelines - when vendors know you’re the only company they work with the eventually tend to slack off so always keeping them on their feet on if they will or won’t get the project at hand no matter how big or small will always give you a competitive edge
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