You gotta to listen to the coach.
In my experience, there seems to be a tug-of-war game between agencies and the internal teams of clients.
The agency or consultant advocates X. The client’s staff says Y. Or, places red tape and obstacles to slow things down or prevent the execution of the strategy.
When this isn’t remedied, communication breaks down. The client wonders why there is no result. The employees blame the agency. The agency explains that they have been prevented from implementing their strategy and carrying out their tactics by the gatekeepers.
In the end, everyone loses.
Agencies must be careful not to step on toes and to respect client’s internal structures, protocol, and their team’s insider knowledge gleaned from working in the trenches every day. They know their industry and the daily goings on at the company better than the agency ever will.
At the same time, if you’re not going to listen to your marketing firm, then why did you hire one in the first place? You’re busy. Your employees don’t have the bandwidth to create content at scale and hack social media distribution. You should also concede that your marketing agency probably understands marketing strategy better than you do.
So, swallow your pride. Cooperate. And listen to the coach.