Mastering Communication in Marketing Agencies: Advice from Industry Pros

Oren Todoros
By Oren Todoros, Updated on November 05, 2023, 8 min read
Mastering Communication in Marketing Agencies

Any successful marketing agency relies on effective communication. This ensures that everyone, from vendors to clients to partners, is working towards the same goals. We reached out to several agency leaders to understand the key challenges they face in internal and external team communication and gather their advice on enhancing communication within agencies.

The main question we asked agency owners was: What key challenges do you face in internal and external team communication? How do you address them, and what advice would you offer other agency leaders to enhance communication with their team, vendors, clients, and partners?

In this post, we’ve compiled their invaluable responses, offering you a treasure trove of wisdom from those who navigate the intricate world of agency communication on a daily basis.

Jaden Oh, Chief of Marketing at Traffv

One of the biggest challenges in agency communication, according to Jaden Oh, is “keeping everyone on the same page” when dealing with different teams, vendors, clients, and partners. To address this challenge, he recommends:

“I suggest creating a central platform for communication, such as a shared web-based document or an online project management tool. This will enable everyone to have access to the same information and provide a clear understanding of each team’s responsibilities. It’s important to establish clear protocols for communication, such as setting up designated channels for different tasks or topics, so everyone knows how to reach out to the right person. You should make sure to create a culture of open communication where everyone is encouraged to ask questions and give feedback. This will ensure that everyone is on the same page and that everyone’s voices are heard.”

Danny Crockford, Senior SEO Manager at Bidmark

Danny Crockford highlights the issues of “misalignment of goals, a focus on incorrect tasks, and a lack of clarity and timing” as common challenges in agencies. To address these challenges, Bidmark implemented the Agile Sprint method, holding regular meetings for clarity on focuses, tasks, and aims within set sprints. This approach has led to smoother processes and workflows.

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“Roughly 2.5 years ago, we found that this was an issue for the company, and as part of my remit based on previous project management experience, we introduced the Agile Sprint method to help ensure smoother processes and workflows. So far, this has been ideal for our agency as we now hold regular meetings and updates for clarity on focuses, tasks being worked on, and agreed aims for our set sprint periods. We no longer experience major issues and have greater flexibility should we need to adapt and change our focus at the request of the client.”

Ryan Stone, Creative Director at Lambda Films

Ryan Stone points out the challenge of the immediacy of information, especially during remote work periods. To tackle this, they use an internal messaging system to minimize email traffic. Additionally, they have implemented a policy where team members notify their availability status on the internal messaging system to structure communication accordingly.

“To deal with efficiency, we have implemented a policy whereby people notify the wider team if they are AFK (​​away from keyboard) via a public channel on the internal messaging system. This allows teammates to be aware and structure their communication and expectations accordingly.”

Sonu Yadav, SEO Vendor

Sonu Yadav emphasizes the importance of transparency and open dialogue within internal teams. He encourages team members to share ideas, concerns, and feedback freely, fostering a sense of belonging and ownership. Regular team meetings, both in-person and virtual, provide a platform for discussing progress, challenges, and new strategies. For external communication, he stresses the significance of active listening and understanding the needs and expectations of clients, vendors, and partners.

“When it comes to internal team communication, I have found that fostering a culture of transparency and open dialogue is paramount. Encouraging team members to share their ideas, concerns, and feedback freely not only strengthens our projects but also promotes a sense of belonging and ownership. Regular team meetings, both in-person and virtual, provide a platform to discuss progress, challenges, and new strategies. By celebrating wins together and addressing issues promptly, we maintain a cohesive and motivated team.”


Andi Merovci, SEO Team Lead at Ajroni Website Agency

Andi Merovci acknowledges the challenge of ensuring every team member comprehends project requirements. To address this, Andi promotes open team discussions for clarity and cohesiveness. His advice for other leaders is to actively listen to feedback from clients and teams and embrace simplicity in communication, avoiding technical jargon when interacting with clients or outside vendors.

“A significant challenge internally is ensuring every team member, including the content creators, designers, and technical SEO staff, are on the same page comprehending each project’s requirements or goals. For external communication, explaining complex SEO strategies to clients who aren’t tech-savvy without overwhelming them ranks as a primary difficulty. Balancing transparency with simplicity often becomes tricky.”


Linda Chavez, Founder & CEO of Seniors Life Insurance

Linda Chavez, Founder & CEO of Seniors Life Insurance Finder, based in Los Angeles, USA, with expertise in insurance and finance, dove into the key challenges agencies face in both internal and external team communication and how to address them effectively.

Challenge #1: Keeping teams on the same page

One of the primary hurdles agencies encounter is aligning their internal and external teams. This challenge is exacerbated when team members work remotely or from different locations. For instance, coordinating multiple stakeholders on a project can be tricky, as ensuring simultaneous access to essential information and fostering collaboration can be demanding.

Solution #1: Have Open Communication

To combat this challenge, it’s crucial to encourage open and honest communication within your organization. Promote a culture where team members feel comfortable sharing their ideas and actively listening to others. Regular check-ins and discussions will foster a transparent atmosphere that enhances communication.

Challenge #2: Establishing clear communication guidelines and processes

Establishing clear communication guidelines and processes is another common hurdle. It’s vital to ensure everyone understands which topics should be discussed, the frequency of communication, and each team member’s responsibilities. Without such guidelines, critical details can be overlooked, and vital conversations can be missed.

Solution #2: Utilize Technology

Leveraging technology can streamline communication within your teams. Utilize tools like Slack, Microsoft Teams, Asana, or Trello to maintain consistent project updates and task management. These platforms can help ensure everyone is on the same page when it comes to projects and tasks.

Challenge #3: Building trust within teams

Building trust within teams is essential for effective communication but is often challenging. When trust is lacking, establishing a common understanding and ensuring everyone works toward the same goal becomes difficult.

Solution #3: Establish Clear Expectations

Establishing clear expectations from the outset is critical. Ensure that team members comprehend their roles and responsibilities, as well as client expectations, before embarking on any project. This alignment will mitigate miscommunications down the line.

Challenge #4: Ensuring consistency across all channels

Agencies frequently grapple with maintaining consistent messaging across various communication channels. Achieving uniformity in tone, language, and messages across emails, social media, web content, and other platforms can be challenging.

Solution #4: Provide Feedback

Regular and constructive feedback is vital for creating an open and collaborative atmosphere. Offer timely feedback on projects, clarifying expectations and offering insights on how work can be improved.

Challenge #5: Managing multiple conversations

Handling multiple conversations concurrently is another agency challenge. It’s crucial to track all conversations and avoid overlooking any crucial details, especially when multiple stakeholders are involved or when discussions occur across different channels.

Solution #5: Set Boundaries

While open communication is vital, setting boundaries is equally important. Ensure that all parties involved understand when they can expect responses or updates from one another. This practice not only prevents burnout but also keeps projects on course.

Amanda Sexton, Founder at FocusWorks

Amanda Sexton highlights the challenge of ensuring seamless information flow between in-house and external teams. To address this, her agency conducts regular cross-team meetings and uses collaboration tools to create a central hub for sharing updates and insights. She emphasizes the importance of clear communication with vendors, clients, and partners, suggesting regular touchpoints, clear expectations, and technology tools to facilitate communication.

“One biggie we grapple with is making sure the info flows seamlessly between our in-house and external teams. You know, avoiding those dreaded silos and making sure everyone’s on the same wavelength. To crack this, we’ve set up regular cross-team powwows and jumped onto collaboration tools, creating this one-stop hub for sharing updates and insights. It’s all about keeping things clear, aligned, and marching toward the same goals.”


Robert Oates, Managing Director of Arbtech

Robert Oates points out that a lack of goal clarity and alignment can hinder effective team communication. He recommends establishing clear objectives and defining specific roles to overcome this challenge.

“Lack of goal clarity and alignment is a significant barrier to effective team communication on both the internal and external levels. Teams who are not in agreement on their goals may have misunderstandings and miscommunications that cause delays, irritation, and confusion. This can be particularly detrimental in cross-functional teams where members have different backgrounds, perspectives, and ways of working. To overcome this challenge, it’s essential to establish clear objectives and define specific roles so coordination can be maintained.”

Overall, effective communication is essential for marketing agencies to thrive. By addressing common challenges and implementing strategies such as clear protocols, open communication, technology tools, and active listening, agency leaders can create an environment where teams, vendors, clients, and partners can work together harmoniously to achieve their goals.

How Spike Solves Communication Challenges for Agencies

Spike’s conversational email platform can help solve these challenges in marketing agencies by providing a unified and efficient communication solution:

Keeping teams on the same page

Spike’s conversational email platform offers a centralized hub for communication, making it easy for teams, vendors, clients, and partners to access the same information. With threaded conversations and real-time collaboration features, everyone can stay on the same page and work towards shared goals.

Give your marketing team a communication booster to impact their goal achievements


Establishing clear communication guidelines and processes

Spike streamlines communication by organizing emails into chat-like conversations. This simplifies communication protocols and ensures that everyone knows where to find relevant discussions. Spike also offers features like snooze and reminders to help manage tasks and deadlines effectively.

Building trust within teams

Spike encourages open communication with its user-friendly interface, making it easier for team members to share ideas, concerns, and feedback. The platform’s real-time typing indicator and read receipts promote transparency, helping to build trust within teams.

Ensuring consistency across all channels

Spike provides a consistent and modern email experience, ensuring that messages are delivered uniformly across various communication channels. This consistency in tone and format helps maintain a professional image in all client interactions.

Managing multiple conversations

Spike simplifies conversation management with its clean and organized interface. Features like message grouping and search capabilities make it easy to track and find important conversations, ensuring that no details are overlooked.

In conclusion, Spike’s conversational email platform can significantly enhance communication within marketing agencies by providing a unified, efficient, and user-friendly solution. It addresses the key challenges mentioned by industry experts, helping teams, vendors, clients, and partners collaborate seamlessly and achieve their goals effectively.

Oren Todoros
Oren Todoros Oren is a strategic thinker with over 20 years of experience in the marketing industry and is the current Head of Content Strategy at Spike. He's also the proud father of 3 beautiful daughters and a dog named Milo.

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