National Matchmaker Day is typically all about dating and falling in love – but at Green Room, matchmaking is part of our day-to-day operations. We sat down with our resident matchmaker, Heidi Floyd, EVP, Strategic Operations & Integration, to better understand the benefits of building powerful teams and how it works in practice.
As Heidi describes it, “At Green Room, we look beyond the scopes of work that we are expected to deliver and develop long-lasting, impactful partnerships. Having the right person, in the right seat, with the right client, makes all the difference. No one does it like we do and this matchmaking process is a crucial factor for forming relationships between colleagues, clients and agencies.”
Q: Why is a “matchmaking” approach so important to staffing accounts at Green Room?
A: Every client has a “what I want in an agency” wish list. Matchmaking allows us to figure out what clients really want or need from their agency team and identify the right set of skills to deliver on those needs. Making the match is critical! Our agency’s success hinges on our perception as a partner, not a vendor, to our clients. This allows us to gain a deep understanding of their world, their needs and how their organizations work, so we can deliver the most value (and efficiency) as possible. This only happens when matches are strong.
On the flip side, there are also benefits to making the right match for our Green Room team members. People who are happy are more productive. We keep an open conversation with our team about the areas they want to work in, and if they don’t have the skills, we see this as an opportunity to grow. Addressing those gaps becomes an integral part of development plans.
Ultimately, a great match is a win-win for everyone involved.
Q: How do you implement a successful match for Green Room’s clients?
A: When looking to find the right team for our clients, whether it’s an agency team or a consultant, we always follow the same process:
-Ask the right questions: Aligning with the client on the specific skillset needed for the role is critical, but don’t stop there! Understanding their personality traits and work styles is also important. Slow down and try to identify the subtext—sometimes what clients don’t say is as significant as what they do say. For example, a client may say that they need someone with data communications experience and related skills, but what they may also need is someone who can work directly with a senior executive to communicate about the data. These nuances can make or break a successful client/agency relationship.
-More than skillsets: In an interview, we ask questions like “What’s your Enneagram number?” or “What’s your Myers-Briggs type?” It’s all part of the “secret sauce!” and we really try to understand each person’s personality, interests and where they perceive their strengths, and where they want or need to grow. This tells us not only about the different types of roles where they will be successful – but also thrive! There’s a place for generalists or jack-of-all-trades, but identifying a team member’s unique passions and strengths, and aligning them to the right client, makes a meaningful difference.
-Pressure test and assess: Like any new relationship, there may be a few bumps before finding hitting a stride, but we keep a close eye on how things are progressing (from both sides) to determine if it’s a fit.
Q: How do you know when a match is working or needs to be re-evaluated?
A: Similar to the feeling you get on a good first date, it’s easy to tell when there’s a match. There are early signs that it’s going well: open communication, trust and an ease of collaboration. There’s a spark in the air and, if you pay close attention to the energy around a project, the good matches are easy to spot. Equally as important is recognizing signs that a match may not be going as smoothly as anticipated. A sudden shift in tone, behavior (e.g., a client is no longer as responsive as usual) or heightened critical feedback is a telltale sign. Sometimes what works on paper does not always match in practice. Staying connected to the client, paying attention to cues and addressing challenges quickly is critical to earning and maintaining client trust and creating a successful environment for everyone involved.
Whether building or growing new relationships, we all maintain a “Heidi” mindset at Green Room. This Matchmaker Day, and throughout the year, we hope these tips help to shape your business relationships for greater trust, connection and success!