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How to strategically segment your agency's client base

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You may have used gross margin or profit-and-loss to determine how to deal with your marketing agency's client base. However, those methodologies are outdated. For any digital marketing agency - whether you offer PPC, SEO, email nurturing, etc - use Client Charting to better segment and focus on your client base.

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How to strategically segment your agency's client base

  1. 1. A Strategic Approach to Clients Monday, October 27, 2014 | www.rockitresults.com
  2. 2. The Challenge: Many Clients to Serve • Your agency has numerous clients and growing, and all of them want your attention • How do you distinguish between who gets your limited time and resources? Monday, October 27, 2014 | www.rockitresults.com
  3. 3. The (Wrong) Answer: Client Gross Margin • Backwards looking view at which clients are profitable, and which aren’t • Emphasizes activities and billing hours, rather than results • Measures overall team profitability – but is that the most important number? Monday, October 27, 2014 | www.rockitresults.com
  4. 4. The Right Answer: Client Charting • Internal, forward-looking view on how we are going to grow client engagements in the future • Five key factors – Visualization into four quadrants – Simplicity – Just 10 questions – Comparison – Easy to measure one client vs. another – Engages Your Whole Team – Influences Staffing/Training Monday, October 27, 2014 | www.rockitresults.com
  5. 5. Get Ready for Liftoff! The Right Answer is…
  6. 6. The Right Answer: Client Charting • Internal, forward-looking view on how we are going to grow client engagements in the future • Five key factors – Visualization into four quadrants – Simplicity – Just 10 questions – Comparison – Easy to measure one client vs. another – Engages Your Whole Team – Influences Staffing/Training Monday, October 27, 2014 | www.rockitresults.com
  7. 7. Step 1: Group Survey RECEPTIVENESS Monday, October 27, 2014 | www.rockitresults.com
  8. 8. Step 2: Chart the Clients RECEPTIVENESS Monday, October 27, 2014 | www.rockitresults.com
  9. 9. Step 2: Chart the Clients RECEPTIVENESS Monday, October 27, 2014 | www.rockitresults.com
  10. 10. Step 3: Apply Your Chart to Actual Strategy RECEPTIVENESS • High Receptiveness, High Potential – “Focus” – How can we grow this account? • High Receptiveness, Low Potential – “Experiment” – How can we innovate, have fun, and learn with this client? • Low Receptiveness, High Potential – “Navigate” – Who do we need to talk to in order to grow this client? • Low Receptiveness, Low Potential – “Retain” – Is everything we are doing absolutely necessary? Monday, October 27, 2014 | www.rockitresults.com
  11. 11. Why Try This? RECEPTIVENESS • Enhances communication amongst teams and entire company • Segments your audience the way we suggest to our clients • Scalable to all clients • GM got you here, Client Charting will get you there. Monday, October 27, 2014 | www.rockitresults.com
  12. 12. For More, Contact Matt Fieldman matt@rockitresults.com www.rockitresults.com

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