10 Red Flags To Watch For In Your Marketing Partner

Choosing the right marketing partner is one of the most important decisions a business can make. A great marketing agency or consultant should act as an extension of your team, bringing fresh ideas, strategic thinking, measurable impact and further organisational objectives. 

But not all partnerships are created equal.

Some agencies overpromise and underdeliver. Others lack the strategic depth, transparency or experience to make a difference. And if you’re a small business, that kind of misstep is costly. And not just financially, but also in time, trust and momentum.

So how can you tell if your marketing partner is helping or hindering your business?

Here are 10 red flags to look out for when choosing a marketing agency, consultant or freelancer.

1. The marketing supplier never asks questions, or ask for your input as their client

If your marketing partner isn’t digging into your brand, your audience and your goals, they’re not delivering strategic work.

A great marketer will ask the right questions upfront. Things like:

• What does your current marketing mix look like?
• How do marketing and sales talk to each other and leverage each other's stuff?
  
• What are your organisational objectives?
• What stakeholders do we need to consider? 

Without that context, you're getting cookie cutter service. Your results will reflect that.

2. The reports you receive are just numbers

Data without insight is just admin.

If you’re getting 15-page reports filled with charts and graphs but zero analysis, insight or recommendations, that’s not strategic reporting. That’s box-ticking.

Your marketing partner should be telling you what’s working, what’s not and what needs to happen next. If they’re not doing that, what exactly are you paying for?

3. You never hear about mistakes

No marketer (read: human) is correct 100% of the time.

If your partner never comes to you with a typo or a campaign that didn’t land as expected, they’re either not paying attention.. or, they're not being honest.

Mistakes happen. What matters is how mistakes are handled, brought to the table openly and corrected. 

4. They set outrageous KPIs

“10x revenue in 30 days!” “Guaranteed virality!” If it sounds too good to be true, it probably is.

Marketing (especially organic marketing) takes time, consistency and a strong strategy. A credible marketing partner will set ambitious but achievable goals. Then back them up with a clear plan, regular updates and real metrics.

If their promises are wild, expect results to be disappointing.

5. They want to own all your accounts

If your marketing agency holds the only keys to your website, social media or ad platforms, that’s a huge red flag.

You should always retain access to your digital assets. A good partner will set you up for long-term success.. not hold your business hostage if the relationship ends. Your accounts, your data, your control.

6. No strategic check-ins

Marketing is not set and forget.

If your marketing partner isn’t regularly checking in with new ideas, performance insights or recommendations, they’re not acting like a true strategic partner.

A good agency is proactive, not just reactive. They should be bringing opportunities to the table — not just doing what’s asked.

7. They ignore industry or economic shifts

The world changes fast. Algorithms shift. Customer behaviour evolves.

Your marketing partner needs to adapt to what’s happening in the market, whether it’s economic downturns, platform updates or changing consumer expectations. If they're not acting in a nimble way, your brand will fall behind. That's at best. At worst, if content ever feels tone deaf or insensitive, you're risking the brand.

8. They start posting content immediately

If your agency jumps into content execution without asking the right questions, reviewing your current channels or building a strategy, you’re essentially throwing spaghetti at the wall.

Most of the time, strategy should come before content.

Yes, if you’re working with a larger marketing team where strategy is already set, there might be exceptions. But in most cases, a thoughtful audit and planning phase is essential.

9. They don’t ask about your business goals, vision or mission

Marketing isn’t just about visibility. It’s about driving measurable outcomes, little old things like sales, customer loyalty, retention or brand awareness. 

If your marketing partner isn’t aligning their work with your commercial objectives and brand strategy, they’re not building something sustainable or impactful. They’re creating noise, not traction.

10. They never challenge you

Yes-people aren’t strategic partners.

A great marketing partner won’t just nod and agree with every suggestion. They’ll respectfully challenge ideas that don’t align with your goals. They’ll offer better alternatives. They’ll bring their experience to the table, not just execute blindly.

If they never offer an opinion or push back on a bad idea, they’re not helping your business grow. They’re just keeping the peace.

Bonus red flag: You don’t know exactly what you’re paying for

If your marketing partner can’t clearly explain what’s included in the scope, what you're being charged for, and how results will be measured.. run.

Full transparency over costs, deliverables, reporting and communication is the bare minimum.

Time for a rethink?

If any of these red flags sound familiar, it’s worth reassessing your current marketing setup. Your agency or consultant should be helping your business grow, not add confusion, cost or complexity.

A great marketing partner will ask the right questions. They’ll bring fresh thinking, commercial strategy and clear communication. They’ll be flexible where it counts, but firm when it matters. And most importantly, they’ll care about your brand like it’s their own.

If you’re not getting that? It’s time to find someone who can deliver it. [Us! Us! We can] We'd love to hear from you if you need a high-performing marketing agency in Sydney to handle your brand, marketing or design. Reach out. 

This blog was originally created as an interview with The Australian Business Journal, access it here.