Brands and agencies: a dynamic duo since the beginning of marketing time. We’ve all had good relationships, bad relationships and good relationships gone bad. What makes some brand/agency partnerships so successful, while others fail? This SMX West session explored the payoff of successful partnerships and how to take those partnerships to the next level.

In a joint presentation, Sharon Conner (search marketing strategist at Autodesk) and Chad Gingrich (senior SEO manager at Seer Interactive) compared the brand/agency partnership to dating. They reviewed past relationships, pointing out that the ones that didn’t work just couldn’t show value over time. They also acknowledged that it’s easy to blame the other party for failing to implement or failing to show value but recommended that partners figure out what went wrong so you can find your “type” and discover the right match in the future.

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