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Building Trust Across Agency - Client Ecosystems
The Foundation of Partnerships that Last. Post #23
Mort Greenberg
November 09, 2025
In Partnership with Boostr: The Purpose-built platform by media pros to power the future of ad sales.
Good morning!
In a world where every deal is under scrutiny, trust is the single most valuable currency you have. The relationship between agencies, marketers, and publishers isn’t transactional it’s relational.
You’re not just selling ad space; you’re building confidence between partners who are managing millions in media investment.
When that trust is strong, deals flow. When it breaks, even the best proposals fall apart.
For sellers, building trust means understanding both the agency’s goals and the marketer’s pressures, speaking both languages fluently. For managers, it means creating systems that make every touchpoint consistent. And for business owners, it means developing a reputation as a partner, not a vendor.
The most trusted partner always gets the first call.
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TEST YOUR KNOWLEDGE
Question | Format | Answer Key |
1. What is the primary reason trust breaks down between agencies and publishers? | A) Missed deadlines B) Poor pricing C) Lack of transparency and proactive communication D) Campaign results | C |
2. Agencies and marketers value consistency and relationship reliability more than discounts. | True/False | True |
3. How would you define a “Joint Success Plan” in your own words? | Short Answer | “A shared roadmap that defines campaign objectives, measures success, and builds accountability across all partners.” |
DO’S AND DON’TS
Do’s | Don’ts |
Do communicate openly about campaign performance, even when results aren’t perfect. | Don’t hide underperformance or wait for the client to ask for updates. |
Do understand agency structures and decision flows before pitching. | Don’t assume one point of contact equals full influence. |
Do position yourself as a problem-solver for both agency and brand goals. | Don’t play one side against the other for short-term advantage. |
THE WORKSHOP > 3 MODULES
MODULE 1: UNDERSTANDING THE ECOSYSTEM. MAPPING INFLUENCE AND ALIGNMENT
OBJECTIVE: Learn how to navigate the interconnected relationships between agency planners, buyers, strategists, and brand marketers to strengthen long-term partnerships.
EXAMPLE: BUILD YOUR ECOSYSTEM MAP
Role | Primary Goal | Influence on Buy | Trust Builder |
VP of Media | Campaign ROI | High | Show measurable results tied to client objectives |
Media Supervisor | Efficient planning | Medium | Be responsive and accurate in delivery |
Brand Manager | Market performance | High | Provide brand-safe, contextually aligned environments |
Strategist | Innovation | Medium | Share insights, not just placements |
TIPS
Build relationships two layers deep, know both the agency and the marketer behind it.
Track who approves vs. who influences decisions.
Use CRM tagging by “function” and “impact level” not just title.
CASE STUDY: A B2B publisher built a relationship map across a holding company’s defense accounts. By identifying a shared client objective (innovation), they coordinated messaging across three agency teams. Within six months, the publisher became the exclusive partner for a $2M sponsorship.
DISCUSSION QUESTIONS
Question | Answer |
1. Why does mapping influence matter? | It prevents dependency on a single contact and creates stability through transitions. |
2. What builds credibility fastest across the ecosystem? | Consistency — doing what you say, every time. |
3. How can you earn trust without constant meetings? | Share proactive insights and campaign intelligence that make their jobs easier. |
MODULE 2: COMMUNICATING FOR CONFIDENCE. BRIDGING THE TRANSPARENCY GAP
OBJECTIVE: Master the art of transparent, proactive communication that turns skepticism into partnership.
EXAMPLE: BUILD YOUR TRANSPARENCY FRAMEWORK
Item | Action | Outcome |
Share performance reports before being asked | Shows accountability | Builds confidence and control |
Provide data in agency-friendly formats | Reduces friction | Saves planner time |
Acknowledge challenges quickly | Reassures buyer integrity | Prevents rumors or doubt |
TIPS
Transparency is not exposure, it’s clarity with context.
Present performance within the framework of improvement, not defense.
Create templates that show “what happened,” “what it means,” and “what’s next.”
CASE STUDY: A digital publisher noticed agencies were hesitating to renew after new ad formats underperformed. The sales team launched a “Transparency Tuesday” initiative sharing campaign reports with learnings and fixes before buyers asked. Renewal rates jumped 35% in one quarter.
DISCUSSION QUESTIONS
Question | Answer |
1. Why is transparency more powerful than perfection? | It shows honesty, which earns long-term trust. |
2. What is one practical way to close the communication gap? | Send short, proactive status updates with clear next steps. |
3. How does transparency impact future negotiations? | It strengthens perceived fairness and credibility. |
MODULE 3: CREATING JOINT SUCCESS PLANS. TURNING TRUST INTO LONG-TERM REVENUE
OBJECTIVE: Learn how to co-author campaign goals, success metrics, and reporting structures with agency and marketer partners.
EXAMPLE: BUILD YOUR JOINT SUCCESS PLAN
Section | Example Entry |
Objective | Build awareness among defense industry executives |
KPI | Reach 500K verified impressions with 0.3% CTR |
Reporting Cadence | Bi-weekly shared dashboard |
Accountability | Publisher provides mid-flight optimizations |
TIPS
Co-create, don’t dictate, collaboration creates buy-in.
Always define success metrics at the start.
Turn results into stories, every report should end with a win.
Case Study: A publisher collaborated with an agency to build a shared performance dashboard across multiple clients. Both teams monitored KPIs in real time and co-presented quarterly results. The partnership expanded to include five new brands in the following year.
DISCUSSION QUESTIONS
Question | Answer |
1. Why do Joint Success Plans outperform standard recaps? | They create shared accountability and alignment. |
2. How can you use data storytelling to extend relationships? | By connecting metrics to human impact, “your brand reached 2,000 decision-makers this quarter.” |
3. What’s one way to turn reporting into renewal momentum? | Highlight wins visually and link them to next-quarter goals. |
PATH TO FLUENCY
Timeframe | Focus Area | Fluency Indicators | Manager KPI |
30 Days | Awareness | Understands agency–marketer dynamics and key relationship drivers | Increase in meetings across agency and brand sides |
60 Days | Application | Applies ecosystem mapping and transparency tools | Improved client feedback, reduction in churn |
90 Days | Mastery | Co-creates success plans and builds measurable multi-stakeholder relationships | Growth in multi-brand spend and repeat business |
RECOMMENDED READING
Title | Author | Year | Publisher |
David Maister, Charles Green & Robert Galford | 2000 | Free Press | |
Adam Grant | 2013 | Viking Press | |
Mort Greenberg | 2024 | digitalCORE Publishing |
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