According to PR Daily, The most important meeting an agency has with a new client is the agency-client expectations meeting.

If, during that meeting, the agency team and client team aren’t as upfront and transparent as humanly possible about their expectations for each other, then expect any honeymoon period to be short-lived and divorce to follow. If, during that meeting, the two sides cannot hammer out agreement on what success looks like, run, don’t walk, away.

Throwing good money after bad is almost always a losing proposition. The temptation is always to try to justify and preserve the time, money, blood, sweat and tears an agency may have poured into the client acquisition process. Heck, we’re not going to throw away all that hard work just because our expectations don’t jive with the client’s, right? Wrong. Moving forward when the two sides are worlds apart benefits no one.

Read more on setting realistic expectations, here.