Question: How do you set expectations when starting a project with a client?

Answer:

Setting expectations starts with clarifying roles. Marketing’s role is to bring people to your doorstep and generate leads. That’s what a marketing agency controls. However, sales performance—what happens after the lead arrives—is outside the agency’s control.

It’s important that clients understand this difference. If leads come in but phones aren’t answered or stores aren’t open, marketing cannot fix that. There needs to be a clear understanding of what marketing will deliver and what responsibilities fall on the business owner. Both sides must align on expectations for lead generation versus sales conversion.

Summary:

Clear expectation-setting requires defining the difference between marketing and sales. Marketing agencies are responsible for generating leads and increasing visibility. Business owners are responsible for handling those leads effectively. Misalignment occurs when clients expect marketing alone to guarantee revenue without fulfilling operational responsibilities. Establishing clear roles and mutual understanding at the beginning of a project ensures smoother collaboration and realistic performance expectations.