In order for cooperation with a marketing agency to be effective, it should have a clearly defined goal, which is:
a) countable - the goal cannot be, for example, "increasing market recognition", because verifying its performance will be very difficult or even impossible. Increasing recognition can, however, be the result of achieving a set goal. In this case, it would sound like this: increase in website traffic from direct entries by X percent.
b) embedded in the timeline - the deadline for achieving a defined goal is very important. Without it, you won't be able to enforce it from the agency, so when defining your goals, it's a good idea to set a date that will be a specific day in a given month or year. Do not define the delivery date as e.g. September 2019, because it can be both the first day of the month and the last. So your date should be e.g. September 20, 2019 to the end of the day.
However, remember not to put agencies against the wall and impose goals that may not be possible to achieve. Define the goal with her. Thanks to this, you will be sure that both parties know what to expect. If the goal is far set on the roadmap of advertising activities - also set short-term goals that will bring you closer to achieving the main goal. Thanks to this, you will quickly see if your partner is "doing a good job" or not.
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