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FIRST 90 DAYS
AGENCY-CLIENT ONBOARDING
HERE’S $$$,
MAKE MAGIC.
AKA: NICE TO MEET YOU …
MANY OF THE AGENCY’S MOST SUCCESSFUL RELATIONSHIPS
BEGIN WELL BEFORE A CONTRACT IS SIGNED.
Some of our best partners are n...
… SO WHAT?
Clients partner expecting a best-in-class experience;
it’s our responsibility to deliver.
YET OVER TIME,
THERE’S OFTEN A DISCONNECT …
“A full 80% of CEOs don’t trust their marketing teams ... Let that
sink in. Our job is to develop credible, profitable conn...
WHAT CAUSES DISTRUST? RELATIONSHIP FAILURE?
‣ Failing to establish strategic priorities (23.5%).
‣ Committing cultural gaf...
MISSION: FIRST 90
YOUR OBJECTIVE FOR THE FIRST 90:
ACCELERATE OUR TRANSITION FROM
A VALUE CONSUMER TO A VALUE CONTRIBUTOR.
“You’re going to be defined by your first 90 days.
You’ve got to act.”
- Jack Welch, former GE CEO
PRE-START: MINDSET = HOMEWORK + DUE DILIGENCE.
‣ Learn the company, product (professional development).
‣ Confirm goals and...
FIRST WEEKS: MINDSET = LEARNER + LISTENER.
‣ Get the lay of the land: product, people, process.
‣ Listen to needs, expecta...
BY MONTH ONE: MINDSET = PLAN, BUY IN, GSSD.
‣ Engage existing cultures.
‣ Perform a SWOT, set SMART goals, set milestones ...
BY 90: MINDSET = WORK, LEVERAGE, PERFORMANCE.
‣ Reallocate spend.
‣ Put trusted partners in place.
‣ Identify source of tr...
RESOURCES
TREASURE TROVE
ARTICLES & RESOURCES
‣ First 90 Days In Your New Job, Penn State University MBA Program Resource
‣ How to Own the First 90...
For more information on PR 20/20 and its Marketing Growth Hackathon ,
visit www.pr2020.com.
TM
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Agency-Client Onboarding: First 90 Days, from PR 20/20 and Marketing Agency Insider

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Getting starting off on the right foot with a new client builds a relationship set for success. This presentation offers tips to guide your first 90 days of the new agency-client relationship.

By Jessica Miller (@jessica_joellen)

Published in: Marketing
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Agency-Client Onboarding: First 90 Days, from PR 20/20 and Marketing Agency Insider

  1. 1. FIRST 90 DAYS AGENCY-CLIENT ONBOARDING
  2. 2. HERE’S $$$, MAKE MAGIC. AKA: NICE TO MEET YOU …
  3. 3. MANY OF THE AGENCY’S MOST SUCCESSFUL RELATIONSHIPS BEGIN WELL BEFORE A CONTRACT IS SIGNED. Some of our best partners are network referrals, subscribe to regular agency resources, and are aligned with our overall mission and values.
  4. 4. … SO WHAT?
  5. 5. Clients partner expecting a best-in-class experience; it’s our responsibility to deliver.
  6. 6. YET OVER TIME, THERE’S OFTEN A DISCONNECT …
  7. 7. “A full 80% of CEOs don’t trust their marketing teams ... Let that sink in. Our job is to develop credible, profitable connections with customers—and with the people that hire us.” -Mike Kaput, PR 20/20 Blog
  8. 8. WHAT CAUSES DISTRUST? RELATIONSHIP FAILURE? ‣ Failing to establish strategic priorities (23.5%). ‣ Committing cultural gaffes / political suicide (16.4%). ‣ Waiting too long to make an impact (15.8%). - Penn State MBA Program
  9. 9. MISSION: FIRST 90
  10. 10. YOUR OBJECTIVE FOR THE FIRST 90: ACCELERATE OUR TRANSITION FROM A VALUE CONSUMER TO A VALUE CONTRIBUTOR.
  11. 11. “You’re going to be defined by your first 90 days. You’ve got to act.” - Jack Welch, former GE CEO
  12. 12. PRE-START: MINDSET = HOMEWORK + DUE DILIGENCE. ‣ Learn the company, product (professional development). ‣ Confirm goals and expectations. ‣ Start to think about your plan.
  13. 13. FIRST WEEKS: MINDSET = LEARNER + LISTENER. ‣ Get the lay of the land: product, people, process. ‣ Listen to needs, expectations. ‣ Ask for learning opportunities. ‣ Take internal notes, and start building a plan in the background.
  14. 14. BY MONTH ONE: MINDSET = PLAN, BUY IN, GSSD. ‣ Engage existing cultures. ‣ Perform a SWOT, set SMART goals, set milestones for progress. ‣ Get metrics in place or benchmark data. ‣ Present a vision, with specific examples toward achievement. * GSSD: Get Smart/Strategic/Sweet Shit Done
  15. 15. BY 90: MINDSET = WORK, LEVERAGE, PERFORMANCE. ‣ Reallocate spend. ‣ Put trusted partners in place. ‣ Identify source of truth (data). ‣ Implement sound performance reporting.
  16. 16. RESOURCES TREASURE TROVE
  17. 17. ARTICLES & RESOURCES ‣ First 90 Days In Your New Job, Penn State University MBA Program Resource ‣ How to Own the First 90 Days of a New Job, The Muse ‣ How to Ace Your Job in the First 90 Days, Learn Vest / Forbes ‣ 5 Keys to Success During the First 90 Days of Your Marketing Role, The Drum ‣ CMO Tenure Hits 48 Months, And Chief Marketers' Moves Reflect Rising Influence, Forbes ‣ Keeping Time: Why CMO Tenure Has Doubled, AdAge ‣ The Marketing Growth Hackathon , PR 20/20 DISCLAIMER: ALWAYS GROWING TM
  18. 18. For more information on PR 20/20 and its Marketing Growth Hackathon , visit www.pr2020.com. TM

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