Every campaign has a season, and a ceiling. It’s unrealistic to believe that a marketing tactic, piece of creative or strategy will never need refreshing. Even those that measure the outcomes of their efforts diligently eventually reach a point of diminishing returns. As you transition from one tactic to another, or in some cases from one agency to another, you may want to keep this in mind.

To eliminate disruptions to services and outcomes, consider keeping existing active campaigns live until the new material is launched. In this way, you won’t have a period of “darkness” where your constituents aren’t hearing from you.

Use goals to establish new tactics, not gut or the proverbial “squeaky wheel.” This will inform strategies to optimize campaigns, close segments or tactics of a campaign that are underperforming. Measure, and measure again. Then optimize. Repeat. Don’t believe the anecdotes you hear from stakeholders unless they can be proven by your data.

Think about the macro versus the micro goals. Macro: more visitors to the site. Micro: inquiry form fills. This will help to prioritize the frequency required, and which groups you must influence to generate that activity. Clearly articulate these goals among your existing team and your agency team. It will dramatically refine your relationship and your partnered activities.

Put your old and new agencies in touch with one another. These are professional adults, and should be able to work together to maximize your transition. Both parties have or have had your best interest in mind, and the more visibility you can offer the new service providers into the old strategies, the better.

Whether you are simply adjusting your marketing goals, changing channels or introducing something new, have a new partner to bring on board, it’s important to keep these elements in mind.