Most agency review calls are a monologue.
Your account manager shares their screen. They click through the deck. Reach. Engagement. Impressions. Top posts. They read it back to you. You nod. You say "sounds great." You both hang up.
You paid for that.
Here's the thing: a great agency call isn't a presentation. It's a conversation. Big difference.
We ran an internal workshop at MMG this month on exactly this. What does it actually look like to show up for a client on a call, not just fill the time? Here are the three things every agency call should be doing.
When a post gets 38 shares, there are two ways to present it.
"Shares were 38."
Or: "Those are 38 organic endorsements. No ad budget can buy that."
One is data. The other is value. A good agency connects every number back to what it means for your business. If yours is just reading the dashboard at you, ask them what it means. Ask what they're learning. The answer tells you a lot.
Let's be honest: "Any questions?" at the end of a call isn't a question. It's a placeholder.
Real curiosity sounds different. "What priorities is your leadership focused on right now?" "What does winning look like for you this quarter?" "Are there campaigns or moments we should be planning for?"
If your agency never asks questions like these, they're building to your brief. Not to your business. Those are different things.
This is the real test. When results are soft, watch how your agency handles it.
A good one brings them to you first with an insight and an action plan. They listen to any concerns before responding. Acknowledges them plainly. Then gives you a direct answer with no hedging, always closing with clear next steps: who owns it, what it is, when it's done.
If they don't know something, they should say so. "Let me find out and get back to you in 24 to 48 hours" builds more trust than a bluffed answer. Clients can always tell.
The best calls don't feel like reports. They’re the ones you look forward to. They feel like a conversation with someone who knows your business and is thinking about it strategically between sessions.
Is yours giving you that?
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This guide is a step-by-step blueprint for consumer product brands looking to turn their happiest customers into powerful brand affiliates. By leveraging social media, brands can create a cost-effective, high-converting affiliate program that generates organic word-of-mouth marketing.
