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What the Best Do Differently (Agencies and Brands) by Robert Craven

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Digital Marketing Summit Southampton 2018, Robert Craven, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @Robert_Craven

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What the Best Do Differently (Agencies and Brands) by Robert Craven

  1. 1. GYDAinitiative.com The Above Average - What the best do d fferently Robert Craven Founder, Grow Your Digital Agency (GYDA) Initiative Author, Grow Your Digital Agency facebook.com/groups/GrowYourDigitalAgency @Robert_Craven
  2. 2. GYDAinitiative.com What’s holding you back?
  3. 3. GYDAinitiative.com Brexit Trump, Putin Costs Clients going bust /paying late Cheap, cheap prices Effectiveness Alternative suppliers Over-crowded market Low barriers to entry Poor utilisation Don’t understand strategy, marketing, people. And finance. What clients really want? Same as the rest Pressure on price Duopoly Amazon Platforms manipulate? Anti-capitalism Anti-advertising Craft/bohemian/ alternative lifestyles The rise of brand Declining reputation Using old models to look at the future AI, bots Effective adblockers Cheap apps Messaging Alternative search engines GDPR Cambridge Analytica EU e-commerce legislation Freelancers Millennials Out of touch clients Out of touch owners Marketing agencies and management consultancies absorbing digital No playbook Every distraction…
  4. 4. GYDAinitiative.com
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  13. 13. GYDAinitiative.com
  14. 14. GYDAinitiative.com The problem is me
  15. 15. GYDAinitiative.com [J Bersin, Forbes.com]
  16. 16. GYDAinitiative.com Before and After: James Tyrrel Before Turnover $2m Revenue/ Fee-earner $63k (31) % chargeable 60% $ per hour $85 EBITDA 9% $180k
  17. 17. GYDAinitiative.com Before and After: James Tyrrel Before After Turnover $2m $3.3m Revenue/ Fee-earner $63k (31) $91k (36) % chargeable 60% 79% $ per hour $85 $105 EBITDA 9% $180k 24% $792k
  18. 18. GYDAinitiative.com 119 Agencies: 12 months to August 2017 Revenue Up 57% Revenue/Fee-earner Up 25% % utilisation Up 16% Rate per hour Up 27% EBITDA Up 137%
  19. 19. GYDAinitiative.com Stuck in the Middle TOP-TIER Compete on knowledge. MID-TIER Do a lot of stuff. Compete on price. BOTTOM-TIER We do it! We do it fast! We do it cheap! The “squeeze” zone
  20. 20. GYDAinitiative.com How good is your agency?
  21. 21. GYDAinitiative.com Finance Marketing Operations People and Culture How good is your agency?
  22. 22. GYDAinitiative.com Slow ‘n’ sustainable solution = The WHAT they do differently
  23. 23. GYDAinitiative.com Slow ‘n’ sustainable Strategy Marketing Teams Finance Support 1 2 3 4 5
  24. 24. GYDAinitiative.com Why can’t you sell more?
  25. 25. GYDAinitiative.com similar
  26. 26. GYDAinitiative.com The Basics Overt business benefit 13% 38% Real reason to believe 18% 42% Dramatic difference 15% 53% [Doug Hall, 2014]
  27. 27. GYDAinitiative.com The how to = HOW they do it (it = momentum)
  28. 28. GYDAinitiative.com 1) How good are you? 2) What do you want to be? Purpose Vision Mission Strategy Milestones KPIs 4) Dashboard3) Wallpaper Now 1yr 2yr 3yr GameChanger
  29. 29. GYDAinitiative.com 1) How good are you? 2) What do you want to be? Purpose Vision Mission Strategy Milestones KPIs 4) Dashboard3) Wallpaper Now 1yr 2yr 3yr GameChanger
  30. 30. GYDAinitiative.com 2) What do you want to be? Purpose Vision Mission Strategy Milestones KPIs 4) Dashboard3) Wallpaper Now 1yr 2yr 3yr GameChanger 1) How good are you?
  31. 31. GYDAinitiative.com 1) How good are you? 2) What do you want to be? Purpose Vision Mission Strategy Milestones KPIs 4) Dashboard3) Wallpaper Now 1yr 2yr 3yr GameChanger
  32. 32. GYDAinitiative.com FINANCE OPERATIONS Revenue Ave Unit Revenue GP Utilisation Direct/Admin Total No Projects Op Profit Defects Net Profit Customer Complaints Cash Net Promoter Score Retainers Ave chargeout rate Current run rate pa Revenue per fee-earner Debtors>60days Valuation SALES & MARKETING PEOPLE, CULTURE, GROWTH New leads to CRM Headcount Cost per Lead Net Change New Pitches Starter: Leavers 90-day weighted pipeline Hols o/standing New Business won Buzz Order book outstanding Right people, right desks Cost of Cust Acquisition Training Plans UTD Ave Proposal size
  33. 33. GYDAinitiative.com 1) How good are you? 2) What do you want to be? Purpose Vision Mission Strategy Milestones KPIs 4) Dashboard3) Wallpaper Now 1yr 2yr 3yr GameChanger
  34. 34. GYDAinitiative.com Full Toolkit Trajectory Big Goals Scores Drill down Execute Document
  35. 35. GYDAinitiative.com Full Toolkit Trajectory GameChanger – FiMO, Cascade, Wallpaper Big Goals Goal-setting – OKRs, 3+1, one number Scores Scorecard Drill down Monthly, Finance, Marketing, Operations, People/Culture Execute Annual Wallpaper/Scorecard, Qtrly, Monthly State of the Nation, Mondays, Daily Huddle Document Processes, Systems and Templates
  36. 36. GYDAinitiative.com “What’s one thing you can do, so that by doing it, everything else will be easier or unnecessary?” [G Keller & J Papasan]

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