Point of Contact (POC)
What is a point of contact?
A point of contact (POC) is the person — or channel — officially designated to handle communication between a company and its client, supplier or partner. They centralise information, take day-to-day decisions and escalate problems. It sounds simple, yet the lack of a defined POC is one of the most common reasons projects stall.
Why it matters
Without a clear POC you typically see:
- Fragmented information: three people on the client side send the supplier different instructions.
- Slow decisions: nobody can approve anything without "checking with someone".
- Blurred responsibility: when something fails, each side assumed the other was handling it.
- Duplicated work: the same thing is requested through different channels.
The POC in digital marketing projects
On the client side, the POC should be someone who can decide on content, budget and priorities; has access to internal business data (revenue, occupancy, leads); is available for regular meetings and quick replies; and knows the business well enough to validate proposals. On the agency side, an account or project manager centralises deliverables and reports, so the client never has to chase five people.
Good practice
- Document it at kick-off: who the POC is on each side, contact details, availability and preferred channel.
- Name a backup for holidays or sick leave; without one, the project stops.
- Agree response times, for example 24–48 hours for questions.
- Keep meeting notes with decisions, owners and deadlines.