http://www.trinityp3.com/ A Value Index for Agency Resources TrinityP3 Pty Ltd © Copyright 2013 Not all agency resources are created equal When considering agency resources, it is common for marketers and procurement to focus on the total FTEs or the total cost of resources. The mix and the level of resources is important, but the fact is that the value of these resources depends on the part of the process they are applied. The TrinityP3 Value Index is an effective way of identifying ‘the value of resources’ that are being used at each step in a campaign process from planning through to execution and reporting. The purpose of the TrinityP3 Value Index is to identify, agree and allocate the right level and type of resource needed at each step of the campaign process. This allows for team unity and alignment throughout the process, rather than too late in the process. Ultimately delivering the right resources at the right time without duplication, revision or wasted head hours. TrinityP3 Agency Resource Value Index - How it Works The Value Index is based on scoring each resource from 0 – 8, with 0 meaning the resource is not needed and 8 meaning the resource is very highly valued. The scores are banded into Low, Medium, High and Very High in terms of value: Low Value resources (scores 1 – 2) could be present and provide input during the meeting however do not have major influence on outcomes for that stage. Medium Value resources (scores 3 – 4) should be present and provide valuable input prior to the meeting, however do not have major influence on outcomes for that stage. High Value resources (scores 5 – 6) are essential to provide valuable input prior to the meeting, drive the direction and highly influence the outcome of the stage. Very High Value resources (scores 7 – 8) are the final decision makers to ensure alignment at the relevant stage. Manage and maximise your resource value With marketers naturally looking for ways to maximise their marketing and advertising budget, TrinityP3 offers a number of services, such as the TrinityP3 Value Index. Other TrinityP3 services that help marketers maximise the value of their agency resources include: Agency Remuneration Assessments Engagement Agreements Scope of Work and Resources Benchmarking Marketing Process Optimisation Agency Remuneration Modelling Evalu8ing Agency Relationship and Collaboration TrinityP3 provides marketers with a fact based approach to measure, manage and maximise the value and performance of your agency resources. For more information contact… TrinityP3 Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 Hong Kong +852 3478 3982 Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com

1. A Value Index
for Agency Resources
TrinityP3 Pty Ltd
2013
© Copyright 2013
1
marketing management consultants

2. Not all agency resources are created equal
• When considering agency resources, it is common for marketers and
procurement to focus on the total FTEs or the total cost of resources.
• The mix and the level of resources is important, but the fact is that the value of
these resources depends on the part of the process they are applied.
• The TrinityP3 Value Index is an effective way of identifying ‘the value of
resources’ that are being used at each step in a campaign process from
planning through to execution and reporting.
• The purpose of the TrintyP3 Value Index is to identify, agree and allocate the
right level and type of resource needed at each step of the campaign process.
• This allows for team unity and alignment throughout the process, rather than
too late in the process.
• Ultimately delivering the right resources at the right time without duplication,
revision or wasted head hours.
2
marketing management consultants

3. TrinityP3 Agency ResourceValue Index
Resource Value Not Low Medium High Very
needed High
Score 0 1 2 3 4 5 6 7 8
Marketing
Business Director
Data Planner
Customer Journey Planner
Media Planner
Digital Planner
Research
CRM Manager
Creative
Production
3
marketing management consultants

4. Resource Value Index - How it Works
• The Value Index is based on scoring each resource from 0 – 8, with 0 meaning
the resource is not needed and 8 meaning the resource is very highly valued.
• The scores are banded into Low, Medium, High and Very High in terms of value:
• Low Value resources (scores 1 – 2) could be present and provide input
during the meeting however do not have major influence on outcomes for
that stage.
• Medium Value resources (scores 3 – 4) should be present and provide
valuable input prior to the meeting, however do not have major influence on
outcomes for that stage.
• High Value resources (scores 5 – 6) are essential to provide valuable input
prior to the meeting, drive the direction and highly influence the outcome of
the stage.
• Very High Value resources (scores 7 – 8) are the final decision makers to
ensure alignment at the relevant stage.
4
marketing management consultants

5. Example - Campaign Planning Stage
Example where customer research and data analytics drive the planning stage:
Customer segmentation and data analytics Aligned data inputs and
actionable insights.
Research, insights, opportunities
Resource Value Business sizing – value proposition
Not Low Medium High Very High
needed
Aligned strategic channel approach,
Channel Strategy - testing
Score 0 1 2 3 and business measures.
4 5 6 7 8
Marketing
Business Director Strategic Plan
Brief – creative Aligned customer value proposition
Data Analyst / Planner proposition and channel approach.
Customer Journey Planner
Media Planner
Media Strategy Digital Strategy Content Strategy
Digital Planner Aligned creative and media
Planning Planning Concept ideas, content journey, tone
Research Trading Optimisation Execution of voice and KPIs
CRM Manager
Aligned reporting and
Creative Results reporting, ROI, Planning optimisation and value
analysis.
Production
5
marketing management consultants

6. Manage and maximise your resource value
• With marketers naturally looking for ways to maximise their marketing and
advertising budget, TrinityP3 offers a number of services, such as the TrinityP3
Value Index.
• Other TrinityP3 services that help marketers maximise the value of their agency
resources include:
• Agency Remuneration Assessments
• Engagement Agreements
• Scope of Work and Resources Benchmarking
• Marketing Process Optimisation
• Agency Remuneration Modelling
• Evalu8ing Agency Relationship and Collaboration
• TrinityP3 provides marketers with a fact based approach to measure, manage
and maximise the value and performance of your agency resources.
6
marketing management consultants

7. For more information contact…
@trinityp3 TrinityP3 Pty Ltd
Sydney
+612 8399 0922
www.trinityp3.com/blog/
Melbourne
+613 9682 6800
TrinityP3 Hong Kong
+852 3478 3982
Darren Woolley Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
7
marketing management consultants