AUGUST 29, 2012              VAR TRACK the art and science ofselling agency services: how to stop the churn.        #inbou...
Paul              Roetzer                     @paulroetzer             founder & CEO, PR 20/20              author of The ...
growth is the easy part.retaining it, and making it profitable,    is the real challenge for agencies.
A Cautionary Tale of Churn          @PaulRoetzer          #Inbound12
PR 20/20 New Campaign Clients (2009)      ‣ 15 new campaign clients      ‣ $195,000 in 2009 revenue      ‣ $503,000 in 201...
life is good!   @PaulRoetzer   #Inbound12
1 client remains     @PaulRoetzer     #Inbound12
avg. client relationship = 11 months               Image Credit: Hollywood_PR
49% of marketers report they willconsolidate or change agencies overthe next 12 months. another 15% aren’t sure.        So...
only 36% of marketers are firmly committed         to their agency relationships.        Source: The Chief Marketing (CMO)...
Churn Factors                            agency side‣   Over promise and under deliver        ‣   Financial instability‣  ...
Churn Factors                            client side‣   Unrealistic expectations          ‣     Short-term focus‣   Weak f...
the cost of bad relationships ‣   Agency resources (people, time, money) ‣   Opportunity lost ‣   Financial pains ‣   Loya...
The Red Zonemonitor and grade client portfolio health45% of recurring revenue is at risk to churn                @PaulRoet...
Choose the Right Clients‣   Commit to prospects who value your people, time and energy.‣   Watch for red flags.‣   Trust y...
make retention the priority.
1) assess strengths and forecast potential.2) offer integrated services .3) benchmark performance.4) connect actions to au...
1) Success Starts with the Assessment               @PaulRoetzer               #Inbound12
PR 20/20 Inbound Marketing Survey     175+ audits completed              @PaulRoetzer              #Inbound12
challenges with the current process     ‣   Time intensive     ‣   Requires high-level personnel to analyze     ‣   Lacks ...
A More Intelligent Process & Platformsubjective analysis. assessment scoring. automated recommendations.                  ...
Net Marketing ScoreEvery element of an organization, as it relates to marketing,can be divided into: assets, neutrals and ...
Net Marketing ScoreBy evaluating and scoring these elements, an organization can devise marketing strategies ; allocate th...
Net Marketing Score: ModelMarketing Manager Section NMS = 62%               @NMScore              #Inbound12
Net Marketing Score: Model   CEO Section NMS = 38%            @NMScore           #Inbound12
Business Fundamentals   ‣   Business life cycle stage   ‣   Competitive advantage   ‣   Financial stability   ‣   Growth g...
Marketing Foundation ‣   Brand awareness ‣   Internal inbound competencies ‣   Lead sources ‣   Marketing/sales integratio...
www.NetMarketingScore.com
2) Offer Integrated Services           @PaulRoetzer           #Inbound12
Published January 2010        @PaulRoetzer        #Inbound12
Published July 2010      @PaulRoetzer      #Inbound12
80% of chief marketing officers think    integrated services will increase inimportance over the next five years, accordin...
however, in the same study, 60% of CMOsindicated that they are unable to find an  integrated firm to meet those needs.    ...
only 9 percent of senior marketers believe traditional ad   agencies are doing a good job of evolving and extending their ...
“There’s an underlying level of frustration among seniorcorporate marketers worldwide when it comes to agency contribution...
The New Marketing Services Mix   ‣   Search    ‣   PR   ‣   Social    ‣   Digital advertising   ‣   Content   ‣   Email   ...
3) Benchmark Performance         @PaulRoetzer         #Inbound12
Build Custom Scorecards   establish expectations.           @PaulRoetzer           #Inbound12
52% of senior marketers do not have a formal scorecard for     rating agency performance on an annual basis.              ...
4) Connect Actions to Audiences & KPIs                @PaulRoetzer                #Inbound12
Deliver Resultslet performance tell your story.            @PaulRoetzer            #Inbound12
Client Services Series:             The Case of a Hypothetical B2B Account                               (Coming in Octobe...
breakups sucks.4 steps to stop the churn.          @PaulRoetzer          #Inbound12
1) assess strengths and forecast potential.2) offer integrated services .3) benchmark performance.4) connect actions to au...
thank you         Paul        Roetzer    paul@pr2020.com       PR2020.com NetMarketingScore.comMarketingAgencyInsider.com
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Inbound 2012 Presentation

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  • Inbound 2012 Presentation

    1. 1. AUGUST 29, 2012 VAR TRACK the art and science ofselling agency services: how to stop the churn. #inbound12
    2. 2. Paul Roetzer @paulroetzer founder & CEO, PR 20/20 author of The Marketing Agency Blueprint#inbound12
    3. 3. growth is the easy part.retaining it, and making it profitable, is the real challenge for agencies.
    4. 4. A Cautionary Tale of Churn @PaulRoetzer #Inbound12
    5. 5. PR 20/20 New Campaign Clients (2009) ‣ 15 new campaign clients ‣ $195,000 in 2009 revenue ‣ $503,000 in 2010 forecasted revenue @PaulRoetzer #Inbound12
    6. 6. life is good! @PaulRoetzer #Inbound12
    7. 7. 1 client remains @PaulRoetzer #Inbound12
    8. 8. avg. client relationship = 11 months Image Credit: Hollywood_PR
    9. 9. 49% of marketers report they willconsolidate or change agencies overthe next 12 months. another 15% aren’t sure. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
    10. 10. only 36% of marketers are firmly committed to their agency relationships. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
    11. 11. Churn Factors agency side‣ Over promise and under deliver ‣ Financial instability‣ Focus on outputs, not outcomes ‣ Stretched too thin‣ Talent turnover ‣ Stagnant business model‣ Weak processes ‣ Siloed services @PaulRoetzer #Inbound12
    12. 12. Churn Factors client side‣ Unrealistic expectations ‣ Short-term focus‣ Weak foundation ‣ Marketing technology utilization‣ Poor management ‣ Conservative business practices‣ Lack of vision ‣ Sales/marketing team strength‣ Bad product ‣ Personnel changes‣ Financial instability ‣ Merges & acquisitions @PaulRoetzer #Inbound12
    13. 13. the cost of bad relationships ‣ Agency resources (people, time, money) ‣ Opportunity lost ‣ Financial pains ‣ Loyal account neglect ‣ Mental health (of employees, leaders) ‣ Employee burnout and turnover ‣ False foundation (The Red Zone) @PaulRoetzer #Inbound12
    14. 14. The Red Zonemonitor and grade client portfolio health45% of recurring revenue is at risk to churn @PaulRoetzer #Inbound12
    15. 15. Choose the Right Clients‣ Commit to prospects who value your people, time and energy.‣ Watch for red flags.‣ Trust your instinct.‣ Be willing to walk away.‣ Take a more sophisticated approach to sales. @PaulRoetzer #Inbound12
    16. 16. make retention the priority.
    17. 17. 1) assess strengths and forecast potential.2) offer integrated services .3) benchmark performance.4) connect actions to audiences and KPIs.
    18. 18. 1) Success Starts with the Assessment @PaulRoetzer #Inbound12
    19. 19. PR 20/20 Inbound Marketing Survey 175+ audits completed @PaulRoetzer #Inbound12
    20. 20. challenges with the current process ‣ Time intensive ‣ Requires high-level personnel to analyze ‣ Lacks scoring system and visualizations ‣ Not a true assessment of success potential ‣ Fails to properly set expectations ‣ Not scalable @PaulRoetzer #Inbound12
    21. 21. A More Intelligent Process & Platformsubjective analysis. assessment scoring. automated recommendations. ‣ Assess business and marketing strengths. ‣ Forecast potential for success. ‣ Build an integrated marketing strategy. ‣ Connect actions with KPIs and audiences. ‣ Determine talent needs and team structure. ‣ Forecast agency services costs. ‣ Allocate resources — time and money.
    22. 22. Net Marketing ScoreEvery element of an organization, as it relates to marketing,can be divided into: assets, neutrals and escalators . @NMScore #Inbound12
    23. 23. Net Marketing ScoreBy evaluating and scoring these elements, an organization can devise marketing strategies ; allocate the time, money and talent ; and adapt resources and priorities based on performance.
    24. 24. Net Marketing Score: ModelMarketing Manager Section NMS = 62% @NMScore #Inbound12
    25. 25. Net Marketing Score: Model CEO Section NMS = 38% @NMScore #Inbound12
    26. 26. Business Fundamentals ‣ Business life cycle stage ‣ Competitive advantage ‣ Financial stability ‣ Growth goals ‣ Leadership team ‣ Pricing strategy ‣ Product/service quality @NMScore #Inbound12
    27. 27. Marketing Foundation ‣ Brand awareness ‣ Internal inbound competencies ‣ Lead sources ‣ Marketing/sales integration ‣ Marketing technology utilization ‣ Reach ‣ Website performance @NMScore #Inbound12
    28. 28. www.NetMarketingScore.com
    29. 29. 2) Offer Integrated Services @PaulRoetzer #Inbound12
    30. 30. Published January 2010 @PaulRoetzer #Inbound12
    31. 31. Published July 2010 @PaulRoetzer #Inbound12
    32. 32. 80% of chief marketing officers think integrated services will increase inimportance over the next five years, according to a study by The Horn Group and Kelton Research. @PaulRoetzer #Inbound12
    33. 33. however, in the same study, 60% of CMOsindicated that they are unable to find an integrated firm to meet those needs. @PaulRoetzer #Inbound12
    34. 34. only 9 percent of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age. that means 91 percent are not! Source: The Chief Marketing (CMO) Councilreport More Gain, Less Strain.
    35. 35. “There’s an underlying level of frustration among seniorcorporate marketers worldwide when it comes to agency contributions to business value creation, strategic thinking, and digital marketing development.”— Donovan Neale-May, Executive Director, CMO Council @PaulRoetzer #Inbound12
    36. 36. The New Marketing Services Mix ‣ Search ‣ PR ‣ Social ‣ Digital advertising ‣ Content ‣ Email ‣ Web ‣ Analytics ‣ Mobile ‣ Tech integration ‣ Brand ‣ App development
    37. 37. 3) Benchmark Performance @PaulRoetzer #Inbound12
    38. 38. Build Custom Scorecards establish expectations. @PaulRoetzer #Inbound12
    39. 39. 52% of senior marketers do not have a formal scorecard for rating agency performance on an annual basis. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
    40. 40. 4) Connect Actions to Audiences & KPIs @PaulRoetzer #Inbound12
    41. 41. Deliver Resultslet performance tell your story. @PaulRoetzer #Inbound12
    42. 42. Client Services Series: The Case of a Hypothetical B2B Account (Coming in October 2012) ‣ Session 1: The Marketing Assessment ‣ Session 2: The Scorecard ‣ Session 3: The GamePlan ‣ Session 4: The Honeymoon (Q1) ‣ Session 5: The Reality (Q2) ‣ Session 6: The Tipping Point (Q3) ‣ Session 7: The Renewal (Q4) @PaulRoetzerpromo code: inbound15 #Inbound12
    43. 43. breakups sucks.4 steps to stop the churn. @PaulRoetzer #Inbound12
    44. 44. 1) assess strengths and forecast potential.2) offer integrated services .3) benchmark performance.4) connect actions to audiences and KPIs.
    45. 45. thank you Paul Roetzer paul@pr2020.com PR2020.com NetMarketingScore.comMarketingAgencyInsider.com
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