Despite their best efforts, some people never learn how to build great, lasting relationships. Luckily, business bonds are much easier to manage. Among some of the best couples possible - the duo of a creative agency and a software house. See why it’s worth hitching together for the long ride.
By choosing your business partners, you are creating a long-term relationship that aims to be mutually beneficial. Some ground rules apply: it should be based on trust, good communication, and success in achieving joint goals. That is why it is so important to build cooperation with a company whose competencies complement yours and help you grow more effectively, with due regard to your values.
This does apply to creative agencies. They, working for clients from different industries, often in a very dynamic mode and under time pressure, must be sure that they can count on their partners. After all, their bread and butter is often in the implementation of complex and urgent projects.
Having a trusted partner negates the tricky need to look for a new contractor for every project, but stops short of replacing the partner’s capacity internally. That is why it is worth betting on a long-term relationship with a reliable partner. But more on that later!
Companies populate the entire spectrum between "narrow specialization" and "generalist-versatility", but resilience and self-sufficiency are often very much desired. This leads many companies to sprawl wider, as some reject outsourcing. Still, this often limits either the quantity or quality of the stuff we can actually do in-house. Some clients probably will get rejected as a result! Creative agencies rarely have their own software houses, because it is costly, demanding, and often a simply unnecessary solution when one can easily use outsourcing. Such cooperation is, in a way, an extension of the agency and allows us to offer clients a much more complete offer.
Specialization is usually a result of simple economic factors and pressures - companies that specialize in a particular field can focus on it wholly and over time, become trusted experts. A good creative agency knows marketing tools, communication strategies and design trends, while a good software house can offer the latest technological solutions, the most reliable management, and the most effective development.
Cooperation with an experienced IT company will allow you to realize even the craziest and most surprising ideas generated during brainstorming sessions. Especially since modern marketing requires innovative digital solutions, and a simple newsletter and landing page are no longer enough.
Working in the creative industry means short deadlines, big commitments, lots of pressure and often unspecified or unrealistic client expectations. On top of all this, you still need to find a technology partner quickly to help deliver the campaign. And that's the tricky part.
The process of establishing cooperation, i.e. research of companies, contact, discovery call, establishing the scope of activities, completing formalities takes time. Only after, work can begin in earnest. Moreover, you have to take into account that many software companies may refuse to take on a project with a short deadline. And this is another situation where relationships matter. A software house that you work with for a longer period is the right address when you want to start work quickly.
There is more flexibility where there is more trust, as well. A long-term partner, with a shared history of battles, success and failure, should be more likely to go along with you. This makes it more likely that your requirements are fulfilled and deadlines are met.
Let's be honest, there's rarely room for selflessness in business, although it's not always such a bad thing - especially if one party's gains mean profit for the other, too. It's important to your long-term partners that your business prospers and grows, as this also means continued fruitful cooperation. When everyone benefits, you can count on support, consultation, and the best possible effort.
Inside a project, this familiarity can bring a few perks along with it. You are more in tune with your partner, and your understanding of their business evolves. With this in mind, their teams will offer better-targeted solutions and ideas, translating info fewer meetings, revisions and dead ends.
Many companies talk about themselves being ‘trustworthy’ and ‘reliable’, but... what else would they say about themselves? Imagine a situation in which a client commissions you to implement a creative campaign, part of which is to release a dedicated mobile app. A big project, quite expensive, and with a short deadline.
Under the pressure of time, there is no room for error, and by starting cooperation with a new partner you take on some added risk. Does the company deliver on time? How many rounds of revisions will be needed? Does it have experience with creative agencies and know what to look out for? A trusted partner with whom you've done more than one project and on whom you can rely is extremely important, especially in a dynamic and stressful industry.
Marketing and technology are now so intertwined that a creative agency and a software house working well together for a long time is sometimes like two ends of the same stick - from the perspective of the end client, they should be strongly connected to make sense.
Relying on each other, knowing the ebbs and flows of their respective industries and understanding their system of work, they can deliver the best possible solutions faster and more effectively than their competitors, who are just looking for the right partner by trial and error.
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