WARC’s annual Future of Strategy report has revealed stark findings around the client-strategy disconnect.
While the majority (79%) of strategists surveyed see their role as a translator between teams and clients, there appears to be a lack of alignment around some core areas.
What’s going on?
Just 22% agree clients and strategists are in sync on how to evaluate creative ideas, with 48% disagreeing (net -26%).
Just 29% agree that there’s alignment on how to measure effectiveness, with 44% disagreeing (net -15%).
There’s also a lack of alignment around language: 68% of strategists agree they understand the language their clients use to describe their business goals, but just 30% agree clients understand the language strategists use to describe insights and ideas.
Why the disconnect matters
If strategists and clients aren’t on the same page, the chances of producing good work are reduced. One way strategists can close this gap is to understand the commercial side of their client’s business – this will ensure they’re working towards the metrics that matter.
The bottom line
Whether you’re a strategist who focuses on a particular specialism, or a brand strategist, it’s important to work in a joined-up way. It’s incumbent on leaders to connect the dots so teams work towards broader brand and business goals.
