49% of marketers report they will consolidateor change agencies over the next 12 months. another 15% aren’t sure. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
only 36% of marketers are firmly committed to their agency relationships. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
51% of business leaders reported reducing theiragency roster in the past 3 years. 44% say they will continue to consolidate. Source: Avidan Strategies Report, via MediaPost
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 #AgencyBlueprint
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 ‣ Mergers & acquisitions @PaulRoetzer #AgencyBlueprint
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 #AgencyBlueprint
The Red Zonemonitor and grade client portfolio health 45% of recurring revenue is at risk to churn @PaulRoetzer #AgencyBlueprint
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 #AgencyBlueprint
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 #AgencyBlueprint
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. @PaulRoetzer #AgencyBlueprint
Net Marketing ScoreEvery element of an organization, as it relates to marketing, can be divided into: assets, neutrals and escalators. @PaulRoetzer #AgencyBlueprint
Net Marketing Score By evaluating and scoring these elements, an organization candevise marketing strategies; allocate the time, money and talent; and adapt resources and priorities based on performance.
Net Marketing Score: Model @PaulRoetzer #AgencyBlueprint
Published January 2010 @PaulRoetzer #AgencyBlueprint
Published July 2010 @PaulRoetzer #AgencyBlueprint
80% of chief marketing officers think integrated services willincrease in importance over the next five years, according to a study by The Horn Group and Kelton Research.
however, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs.
only 9 percent of senior marketers believe traditional adagencies 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) Council report More Gain, Less Strain.
72% of marketers say agencies are “inconsistent andneed to improve” when it comes to delivering integrated communications programs. Source: Avidan Strategies Report, via MediaPost
“There’s an underlying level of frustration among senior corporate marketers worldwide when it comes to agencycontributions to business value creation, strategic thinking, and digital marketing development.” — Donovan Neale-May, Executive Director, CMO Council
The New Marketing Services Mix ‣ Search ‣ PR ‣ Social ‣ Digital advertising ‣ Content ‣ Email ‣ Web ‣ Analytics ‣ Mobile ‣ Tech integration ‣ Brand ‣ App development
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.
71% of clients cited accountability as the main area offrustration with agencies, as CEO and board levels demand greater marketing ROI effectiveness. Source: Avidan Strategies Report, via MediaPost
4) Connect Actions to Audiences & KPIs @PaulRoetzer #AgencyBlueprint
Deliver Resultslet performance tell your story. @PaulRoetzer #AgencyBlueprint
breakups sucks.4 steps to stop the churn. @PaulRoetzer #AgencyBlueprint
1) assess strengths and forecast potential.2) offer integrated services.3) benchmark performance.4) connect actions to audiences and KPIs.
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