Based on a series of studies, I have compiled a list of questions that help create a business process design for an IT / Digital agency.

2. What is your business worth
- Sales
- Accounting
- Production
- Finanse
- HR
- Marketing

3. Preparation
Before to start optimizing business processes, you need to find
Mission
Global goals

4. Sales

5. ● How many people work in the sales department and why so many?
● How is the work of sales managers organized?
● Describe the client's life cycle in the company: how does he come, who begins to
communicate with him, who concludes an agreement, how is the interaction
constructed at each stage?
● How many people come from incoming applications, and how many come from other
sources every month?
● What percentage of incoming bids falls off at each stage of the sales funnel?
● What is the conversion in the conclusion of the contract?

6. ● How many orders does each manager bring every month?
● How much do you earn on these sales managers per year?
● What is the revenue structure of sales managers?
● What are sales managers KPIs?
● How is the pricing system in the company built?
● Is there a financial input threshold?

7. ● Why is the financial threshold exactly like this?
● Is pricing policy described on the website of the company?
● How can I find out how much services will cost?
● Are you preparing a commercial offer?
● What is included in it?
● Who and how offers additional services?

8. Accounting

9. ● How many people work in the accounting department and why so much?
● How is the work of account managers organized?
● Do account managers have a permanent customer base?
● How many people are in the account manager’s database?
● How is the load distributed between accounts?
● How are professionals involved in communication?

10. ● What is the average lifetime of a project? What is the outflow percentage? What is
the inflow percentage?
● How do you segment customer base?
● How is the process of working with each segment built?
● Who offers additional services? How do they do that?
● Are there quality standards for work?
● Are the UP Sale and CROSS Sale processes systematized?

11. ● Describe the client's portrait - industry, turnover, services, life cycle, loyalty level.
● How is the development system of existing clients or attracting new ones built?
● What is the agency focused on: development of existing clients or attracting new
ones?
● How is the system for attracting new orders built?
● What is the managers’ income structure?
● What are the accounts’ KPIs?
● How is the performance of the accounting department measured?

12. Production

13. ● How many people work in the production department and why so many?
● How is the work of specialists organized?
● How is the load distributed within the production department?
● Are there any fixed clients for specialists? How many?
● What internal services does the production department interact with, how often and
on what issues?

14. ● Is there a system for collecting feedback on the work of specialists?
● What is the income structure of managers?
● What are the KPIs of specialists?
● How is the production department performance measured?

15. Finance and Planning

16. ● How and when do you build a strategy?
● What strategic goals do you have for this year/3 years/5 years?
● Do you have a time plan to achieve strategic goals?
● How is the system for evaluating the performance of employees built?
● Are there KPI systems - financial, marketing, personnel, strategic?
● What is the financial goal for 2020 and why?
● How many customers and how will you attract in 2020?

17. HR
Sensitive subject of most agencies. Just imagine, there are a total of 154 HR directions!
And how many of them do you know?

18. ● Describe the portraits of employees in the following areas: accounts, specialists, sales
managers, top management.
● Tasks and areas of responsibility of employees by profiles.
● How is the structure of intangible motivation built?
● Is there a bonus fund? Payment structure?
● Do different profiles have KPI? What blocks does it consist of?
● How is the hiring system built? Describe the stages of recruitment, who participates
in the interviews?

19. ● Is there a novice adaptation system? How much does the training take?
● How is the system of training managers organized?
● Is there a knowledge base?
● How is the system of assessment/support of professional knowledge built?
● How often and in what format/composition are meetings at the agency held?
● What is the average life cycle of an employee at the agency?

20. Marketing

21. ● Is there a marketing goal for 3 years? What is it?
● Is there a marketing goal for the year? What is it?
● What are the blocks of regular marketing activity?
● Do you participate in industry conferences, in which role?
● Do you organize your own events?
● What channels do you use to promote your own services?

22. ● How is the system of interaction with other players in the market built?
● Is there an affiliate program with offline/online agencies? Which one?
● Is there an employee who does marketing/PR?
● How is the employee’s KPI system built?
● What goals do you set for him?
● How do you measure the effectiveness of investments in marketing/advertising?
Leads? Brand interest?

23. Conclusion
The next day after answering these questions, you can see where you are, using the Road
map methodology. It will be helpful for business owners to imagine where they are and
where they want to be. For example, you want to bring your business to the international
level but you are known only in Brooklyn. Think about the steps that you need to take to
achieve the desired.