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The Art & Science of Selling Agency Services
            How to Stop the Churn
                     Oct. 18, 2012



            Paul
            Roetzer
            @paulroetzer
            Founder & CEO, PR 20/20
            Author of The Marketing Agency Blueprint
It s	
  not	
  about	
  who	
  we	
  
  are,	
  but	
  what	
  we,	
  as	
  
marke1ng	
  agencies,	
  have	
  
 the	
  poten&al	
  to	
  be. 	
  




                                    @PaulRoetzer
                                   #AgencyBlueprint
growth is the easy part.
retaining it, and making it profitable,
   is the real challenge for agencies.
A Cautionary Tale of Churn




          @PaulRoetzer
         #AgencyBlueprint
PR 20/20 New Campaign Clients (2009)

      ‣ 15 new campaign clients
      ‣ $195,000 in 2009 revenue
      ‣ $503,000 in 2010 forecasted revenue




                  @PaulRoetzer
                 #AgencyBlueprint
life is good!




    @PaulRoetzer
   #AgencyBlueprint
1 client remains




      @PaulRoetzer
     #AgencyBlueprint
avg. client relationship = 11 months




              Image Credit: Hollywood_PR
49% of marketers report they will consolidate
or 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 their
agency 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 Zone
monitor 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
make retention the priority.
1) assess strengths and forecast potential.
2) offer integrated services.
3) benchmark performance.
4) connect actions to audiences and KPIs.
1) Success Starts with the Assessment




                @PaulRoetzer
               #AgencyBlueprint
PR 20/20 Inbound Marketing Survey

     175+ audits completed




              @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 & Platform
subjective 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 Score

Every 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 can
devise marketing strategies; allocate the time, money and talent;
   and adapt resources and priorities based on performance.
Net Marketing Score: Model




           @PaulRoetzer
          #AgencyBlueprint
Net Marketing Score: Model

Marketing Manager Section NMS = 62%




              @PaulRoetzer
             #AgencyBlueprint
Net Marketing Score: Model

    CEO Section NMS = 38%




           @PaulRoetzer
          #AgencyBlueprint
Business Fundamentals



  ‣ Business life cycle stage
  ‣ Competitive advantage
  ‣ Financial stability
  ‣ Growth goals
  ‣ Leadership team
  ‣ Pricing strategy
  ‣ Product/service quality



            @PaulRoetzer
           #AgencyBlueprint
Marketing Foundation



‣ Brand awareness
‣ Internal inbound competencies
‣ Lead sources
‣ Marketing/sales integration
‣ Marketing technology utilization
‣ Reach
‣ Website performance



              @PaulRoetzer
             #AgencyBlueprint
www.NetMarketingScore.com
2) Offer Integrated Services




           @PaulRoetzer
          #AgencyBlueprint
Published January 2010




        @PaulRoetzer
       #AgencyBlueprint
Published July 2010




       @PaulRoetzer
      #AgencyBlueprint
80% of chief marketing officers think integrated services will
increase 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 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) Council
                         report More Gain, Less Strain.
72% of marketers say agencies are “inconsistent and
need 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 agency
contributions 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
3) Benchmark Performance




          @PaulRoetzer
         #AgencyBlueprint
Build Custom Scorecards

   establish expectations.




           @PaulRoetzer
          #AgencyBlueprint
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 of
frustration 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 Results

let 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.
Client Services Series:
A Year in the Life of a Hypothetical B2B Account
           (Live sessions start Oct. 25)

         •  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)


        www.Marke1ngAgencyInsider.com	
  

      33% off promo code: hubspotwebinar
thank you

      Paul Roetzer


    paul@pr2020.com
       PR2020.com
 NetMarketingScore.com
MarketingAgencyInsider.com
http://bit.ly/InboundPartner




                               www.MarketingAgencyInsider.com

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The Art and Science of Selling Agency Services: How to Stop the Churn (Oct. 18)

  • 2. The Art & Science of Selling Agency Services How to Stop the Churn Oct. 18, 2012 Paul Roetzer @paulroetzer Founder & CEO, PR 20/20 Author of The Marketing Agency Blueprint
  • 3. It s  not  about  who  we   are,  but  what  we,  as   marke1ng  agencies,  have   the  poten&al  to  be.   @PaulRoetzer #AgencyBlueprint
  • 4. growth is the easy part. retaining it, and making it profitable, is the real challenge for agencies.
  • 5. A Cautionary Tale of Churn @PaulRoetzer #AgencyBlueprint
  • 6. PR 20/20 New Campaign Clients (2009) ‣ 15 new campaign clients ‣ $195,000 in 2009 revenue ‣ $503,000 in 2010 forecasted revenue @PaulRoetzer #AgencyBlueprint
  • 7. life is good! @PaulRoetzer #AgencyBlueprint
  • 8. 1 client remains @PaulRoetzer #AgencyBlueprint
  • 9. avg. client relationship = 11 months Image Credit: Hollywood_PR
  • 10. 49% of marketers report they will consolidate or change agencies over the next 12 months. another 15% aren’t sure. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
  • 11. only 36% of marketers are firmly committed to their agency relationships. Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
  • 12. 51% of business leaders reported reducing their agency roster in the past 3 years. 44% say they will continue to consolidate. Source: Avidan Strategies Report, via MediaPost
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. The Red Zone monitor and grade client portfolio health 45% of recurring revenue is at risk to churn @PaulRoetzer #AgencyBlueprint
  • 17. 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
  • 18. make retention the priority.
  • 19. 1) assess strengths and forecast potential. 2) offer integrated services. 3) benchmark performance. 4) connect actions to audiences and KPIs.
  • 20. 1) Success Starts with the Assessment @PaulRoetzer #AgencyBlueprint
  • 21. PR 20/20 Inbound Marketing Survey 175+ audits completed @PaulRoetzer #AgencyBlueprint
  • 22. 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
  • 23. A More Intelligent Process & Platform subjective 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
  • 24. Net Marketing Score Every element of an organization, as it relates to marketing, can be divided into: assets, neutrals and escalators. @PaulRoetzer #AgencyBlueprint
  • 25. Net Marketing Score By 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.
  • 26. Net Marketing Score: Model @PaulRoetzer #AgencyBlueprint
  • 27. Net Marketing Score: Model Marketing Manager Section NMS = 62% @PaulRoetzer #AgencyBlueprint
  • 28. Net Marketing Score: Model CEO Section NMS = 38% @PaulRoetzer #AgencyBlueprint
  • 29. Business Fundamentals ‣ Business life cycle stage ‣ Competitive advantage ‣ Financial stability ‣ Growth goals ‣ Leadership team ‣ Pricing strategy ‣ Product/service quality @PaulRoetzer #AgencyBlueprint
  • 30. Marketing Foundation ‣ Brand awareness ‣ Internal inbound competencies ‣ Lead sources ‣ Marketing/sales integration ‣ Marketing technology utilization ‣ Reach ‣ Website performance @PaulRoetzer #AgencyBlueprint
  • 32. 2) Offer Integrated Services @PaulRoetzer #AgencyBlueprint
  • 33. Published January 2010 @PaulRoetzer #AgencyBlueprint
  • 34. Published July 2010 @PaulRoetzer #AgencyBlueprint
  • 35. 80% of chief marketing officers think integrated services will increase in importance over the next five years, according to a study by The Horn Group and Kelton Research.
  • 36. however, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs.
  • 37. 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) Council report More Gain, Less Strain.
  • 38. 72% of marketers say agencies are “inconsistent and need to improve” when it comes to delivering integrated communications programs. Source: Avidan Strategies Report, via MediaPost
  • 39. “There’s an underlying level of frustration among senior corporate 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
  • 40. The New Marketing Services Mix ‣ Search ‣ PR ‣ Social ‣ Digital advertising ‣ Content ‣ Email ‣ Web ‣ Analytics ‣ Mobile ‣ Tech integration ‣ Brand ‣ App development
  • 41. 3) Benchmark Performance @PaulRoetzer #AgencyBlueprint
  • 42. Build Custom Scorecards establish expectations. @PaulRoetzer #AgencyBlueprint
  • 43. 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.
  • 44. 71% of clients cited accountability as the main area of frustration with agencies, as CEO and board levels demand greater marketing ROI effectiveness. Source: Avidan Strategies Report, via MediaPost
  • 45. 4) Connect Actions to Audiences & KPIs @PaulRoetzer #AgencyBlueprint
  • 46. Deliver Results let performance tell your story. @PaulRoetzer #AgencyBlueprint
  • 47. breakups sucks. 4 steps to stop the churn. @PaulRoetzer #AgencyBlueprint
  • 48. 1) assess strengths and forecast potential. 2) offer integrated services. 3) benchmark performance. 4) connect actions to audiences and KPIs.
  • 49. Client Services Series: A Year in the Life of a Hypothetical B2B Account (Live sessions start Oct. 25) •  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) www.Marke1ngAgencyInsider.com   33% off promo code: hubspotwebinar
  • 50. thank you Paul Roetzer paul@pr2020.com PR2020.com NetMarketingScore.com MarketingAgencyInsider.com
  • 51. http://bit.ly/InboundPartner www.MarketingAgencyInsider.com