How to strategically segment your agency's client base

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MAGNET The Manufacturing Advocacy and Growth Network

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 However, those methodologies are outdated.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.

A Strategic
Approach to Clients
Monday, October 27, 2014 | www.rockitresults.com

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

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

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

Get Ready for Liftoff!
The Right Answer is…

Step 1: Group Survey
RECEPTIVENESS
Monday, October 27, 2014 | www.rockitresults.com

Step 2: Chart the Clients
RECEPTIVENESS
Monday, October 27, 2014 | www.rockitresults.com

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

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

For More, Contact
Matt Fieldman
matt@rockitresults.com
www.rockitresults.com

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Introduction The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.

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Best practices for project execution and delivery

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A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.

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Part 2 Deep Dive: Navigating the 2024 Slowdown

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How to strategically segment your agency's client base

1. A Strategic Approach to Clients Monday, October 27, 2014 | www.rockitresults.com

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. 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. 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. Get Ready for Liftoff! The Right Answer is…

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. Step 1: Group Survey RECEPTIVENESS Monday, October 27, 2014 | www.rockitresults.com

8. Step 2: Chart the Clients RECEPTIVENESS Monday, October 27, 2014 | www.rockitresults.com

9. Step 2: Chart the Clients RECEPTIVENESS Monday, October 27, 2014 | www.rockitresults.com

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. 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. For More, Contact Matt Fieldman matt@rockitresults.com www.rockitresults.com

How to strategically segment your agency's client base

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