In this episode of the Vera Shafiq podcast, Vera explores the key challenges faced by CMOs and marketing leaders, including agency communication, internal team alignment, and overall marketing performance. Drawing from her experience on both the agency side and within franchise brand leadership, she discusses strategies for improving agency relationships, defining clear metrics, and determining an effective meeting structure. 

The episode also covers the advantages and disadvantages of consolidating services under one agency versus working with specialized teams, the importance of structuring internal marketing teams for maximum efficiency, and integrating the right technology to track performance accurately. Vera emphasizes the importance of aligning agency efforts with business objectives and maintaining proactive, open communication between internal and external teams. 

Lastly, she touches on how to effectively involve franchisees in marketing strategies, ensuring a balance between centralized control and local creativity.

00:00 Introduction and Overview

00:53 Improving Agency Communication

07:28 Internal Team Structure and Accountability

10:52 Marketing Performance and Strategy

14:00 Agency Transition and Alternative Approaches

16:04 Franchisee Involvement and Local Marketing

17:34 Conclusion and Final Thoughts