I just read an article from Will Harris, Marketing Director at Nokia – He was saying how he really loves the idea of payment by results and would love this to be strewn across into agency work somehow…

This has really got me thinking, because over the past few months I have been thinking constantly about how I could build a marketing model that solely focused on our clients results… In it’s crudest form it would be something like this…

We pitch a marketing campaign and if it makes a profit for the company we, the agency, get paid and paid well. If it doesn’t we don’t!

The client is gets a guaranteed service. It sounds easy but at the moment there are too many external factors that affect how this could be rolled ut. For instance we might produce a fantastic campaign for our client that produces a lot of leads but converts into no sales…. Whose fault is that… perhaps the client’s sales team are really not very experienced, perhaps the product has been price positioned wrongly. They are just a couple of examples that are outside the agency’s control.

This idea clearly needs a lot more thought and testing but if a paid on results marketing model could be achieved I would love to offer that service.  It would be a very exciting way to work from both ours and our clients’ perspectives.

Any thoughts or suggestions please let me know!