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Marketing and Communications
Gartner Glossary
Agency Balanced Scorecard
An agency balanced scorecard is a tool that marketers use to monitor the performance of their agency partners and to provide actionable feedback for improvement. These scorecards should provide numeric ratings for each agency based on a well-defined set of key attributes and measures that reflect the needs of the organization's marketing strategy. Balanced scorecards should focus on agency capabilities and collaboration skills to enable marketing leaders to audit, manage and evaluate the performance of their agency relationships.
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