The importance of what to measure, how to measure, and translating those results are critical to every agency’s bottom line. Within this special edition of The SoDA Report, marketing and business leaders discuss creative opportunities for business performance measurement. They grapple with topics such as transparency, budget tracking, promoting and maintaining healthy levels of team and client satisfaction, benchmarking data, and much more. Authors from Stink Studios, August, Viget and 10,000ft share real-life examples of challenges, modifications, successes and tools to continue the conversation of agency metrics that matter.
For the full Report library, visit www.sodareporton.com.
How to Identify the Right Key Opinion Leaders (KOLs) in Pharma & HealthcareGramener
Find out the importance of KOLs (Key Opinion leaders) in the Pharma industry and everything you need to know about them.
In the presentation, we will show you who is a KOL in the Pharmaceutical Industry, what role they play and how to identify the right KOLs.
Book a free demo
https://gramener.com/demorequest/
Sales and marketing strategy for 2018 is an overview of the different marketing coaching, consultancy and technical solutions on offer to help business owners with their small business marketing in planning their marketing strategy, in how to write a marketing plan, managing their lead generation system, and sales pipeline management with an integrated marketing solution and marketing webinar delivery platform to achieve their social media marketing plan objectives for 2018.
It also helps how to generate leads on linkedin and all aspects of your social media strategy in order to generate the results you want.
How to Identify the Right Key Opinion Leaders (KOLs) in Pharma & HealthcareGramener
Find out the importance of KOLs (Key Opinion leaders) in the Pharma industry and everything you need to know about them.
In the presentation, we will show you who is a KOL in the Pharmaceutical Industry, what role they play and how to identify the right KOLs.
Book a free demo
https://gramener.com/demorequest/
Sales and marketing strategy for 2018 is an overview of the different marketing coaching, consultancy and technical solutions on offer to help business owners with their small business marketing in planning their marketing strategy, in how to write a marketing plan, managing their lead generation system, and sales pipeline management with an integrated marketing solution and marketing webinar delivery platform to achieve their social media marketing plan objectives for 2018.
It also helps how to generate leads on linkedin and all aspects of your social media strategy in order to generate the results you want.
SoDA partnered with Unanet to explore business performance
measurement within agencies, production companies and design studios. We assessed the relative breadth, sophistication and transparency of measurement practices and compared several important benchmarks for 2019 business performance.
During the 19th Annual Asian Shared Services & Outsourcing Week 2016, we asked our audience of 360 shared services professionals for their opinions and benchmarking metrics during live polling sessions.
These focused on attrition, data analytics, Robotic Process Automation (RPA) and invoice cycle time. The following are some highlights from the findings of these sessions.
For more information, please visit www.sharedintelligence.com.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
To truly influence business decisions, you
need to understand where the industry is
going. This 5th annual report uncovers
worldwide recruiting trends that will move
your organization forward, and help position
you as a strategic business partner.
Truly influence business decisions with emerging recruiting trends worldwide.
Learn top recruiting priorities, upcoming challenges and opportunities ahead in LinkedIn’s annual report.
To truly influence business decisions, you need to understand where the industry is going. This 5th annual report uncovers worldwide recruiting trends that will move your organization forward, and help position you as a strategic business partner.
What’s more interesting is a renewed emphasis on relationships, which is a critical factor in talent acquisition. Learn how this theme ties into the top priorities, upcoming challenges and opportunities ahead in 2016 and beyond.
Global recruiting trends 2016 by LinkedIn Pierre Bernard
To truly influence business decisions, you need to understand where the industry is going. This 5th annual report uncovers worldwide recruiting trends that will move your organization forward, and help position you as a strategic business partner.
What’s more interesting is a renewed emphasis on relationships, which is a critical factor in talent acquisition. Learn how this theme ties into the top priorities, upcoming challenges and opportunities ahead in 2016 and beyond.
The Deloitte M&A focus on: Analytics survey collected responses from 500 corporate leaders (director-level or above) at large U.S. companies about analytics. In this presentation, we’ve shared some of their high-level insights on everything from where analytics is being used in the deal making process to what types of data is being examined, and much more. http://bit.ly/1LHNKKd
SoDA partnered with Unanet to explore business performance
measurement within agencies, production companies and design studios. We assessed the relative breadth, sophistication and transparency of measurement practices and compared several important benchmarks for 2019 business performance.
During the 19th Annual Asian Shared Services & Outsourcing Week 2016, we asked our audience of 360 shared services professionals for their opinions and benchmarking metrics during live polling sessions.
These focused on attrition, data analytics, Robotic Process Automation (RPA) and invoice cycle time. The following are some highlights from the findings of these sessions.
For more information, please visit www.sharedintelligence.com.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
To truly influence business decisions, you
need to understand where the industry is
going. This 5th annual report uncovers
worldwide recruiting trends that will move
your organization forward, and help position
you as a strategic business partner.
Truly influence business decisions with emerging recruiting trends worldwide.
Learn top recruiting priorities, upcoming challenges and opportunities ahead in LinkedIn’s annual report.
To truly influence business decisions, you need to understand where the industry is going. This 5th annual report uncovers worldwide recruiting trends that will move your organization forward, and help position you as a strategic business partner.
What’s more interesting is a renewed emphasis on relationships, which is a critical factor in talent acquisition. Learn how this theme ties into the top priorities, upcoming challenges and opportunities ahead in 2016 and beyond.
Global recruiting trends 2016 by LinkedIn Pierre Bernard
To truly influence business decisions, you need to understand where the industry is going. This 5th annual report uncovers worldwide recruiting trends that will move your organization forward, and help position you as a strategic business partner.
What’s more interesting is a renewed emphasis on relationships, which is a critical factor in talent acquisition. Learn how this theme ties into the top priorities, upcoming challenges and opportunities ahead in 2016 and beyond.
The Deloitte M&A focus on: Analytics survey collected responses from 500 corporate leaders (director-level or above) at large U.S. companies about analytics. In this presentation, we’ve shared some of their high-level insights on everything from where analytics is being used in the deal making process to what types of data is being examined, and much more. http://bit.ly/1LHNKKd
Similar to The SoDA Report On... Agency Metrics That Matter (20)
The Global Digital Outlook Study is an annual survey of spending trends, adoption of emerging technology, perspectives on the digital landscape and evolving priorities for agency leaders and brand marketers. Now in it’s sixth year, this study is a collaboration between SoDA and Forrester Research.
The Global Digital Outlook Study from Forrester and SoDA collects data on spending trends, the adoption of emerging technology, perspectives on the future of digital and evolving priorities of both brand marketers and agency leaders.
Within this special edition of The SoDA Report, industry leaders brainstorm and discuss creative opportunities for programmatic native advertising. How can marketers, agencies, and publishers build better creative designs that mesh well with their content experiences? How can we be creative in a world that is component-based? Authors from Fancy Pants Group, Voltage, Big Spaceship and Google share real-life examples of challenges, modifications, successes and tools to continue the conversation of creating compelling digital creative.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
For the full 2016 SoDA Report, Vol. 1, please visit www.sodareport.com.
*Please note that certain anchor links will only work if the publication is downloaded locally.
This edition of The SoDA Report On… explores project management challenges and successes that agencies are facing in 2016 and how best practices can help with margin predictions, managing client expectations, nurturing the agency’s creative team, and much more. This Report includes original articles by the industry’s finest minds.
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*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are available via the Report's responsive site www.sodareport.com.
This edition of The SoDA Report On… explores the creative agency’s perspective on the state of agency workflow management, processes and tools. Created in partnership with Deltek, the findings of the research highlight key issues that agencies face, the challenges they need to address, and delivers valuable insight into the current state of workflow management. In addition to the research component, the Report includes original articles by the industry's finest minds.
In this edition of The SoDA Report, we explore Spurring Positive Change. Effecting real change is not a formulaic process. As strategic design expert Anna Meroni underscores in her work, it involves interpreting situations where problems are open and ill-defined, tasks are unclear, processes are experimental and where knowledge is something that emerges step by step through continuous interactions with other players. We dive into all of these issues throughout the editorial sections and via our annual Digital Outlook research study.
*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are available via the Report's responsive site www.sodareport.com.
Research and findings in Volume 1 revealed several key shifts in marketer/agency relationships and major discrepancies on topics such as: areas that brands and agencies believe are most valuable to clients, reasons clients walk away from agency relationships and the biggest talent shortfalls within client organizations. In this edition, we continue to explore some of those same findings, offering very different perspectives and lines of reasoning in an effort to challenge our own assumptions and improve our analysis of important industry issues.
The meticulously-curated editorial sections within the Report include Industry Insider, Modern Marketer and Tech Talk. You’ll also find an exemplary collection of projects from SoDA members and partners that feature work with world-renowned brands such as Coca-Cola, Nike, Google, Pepsi, and YouTube in addition to immersive digital experiences for museums and academic institutions.
*Please note that certain anchor links will only work if the publication is downloaded locally.
In this edition of The SoDA Report, we explore the concept of value. We place the human at the heart of this issue and explore themes around value systems, value creation and value delivery from a wide variety of perspectives. How are agencies, production companies, brands and technologies creating and delivering value, or even giving rise to entirely new value systems? We dive into all of these questions throughout the editorial sections and via our annual Digital Marketing Outlook (DMO) research study.
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*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) will be accessible via the free tablet app coming soon.
This edition includes a unique combination of valuable forecasts, inspiring ideas, and truly inventive work created for top brands such as Nike, Burberry, Whole Foods, Lincoln and Lenovo. Contributors include thought leaders from SoDA member companies around the globe and notable guest authors from Chobani, SheSays, Adobe, LVMH and AgencyAgile. In this volume, SoDA was fortunate to work with partner AOL to debut some of the findings from its proprietary study on shrinking purchase windows and the multiplier effect of smartphone usage on those reduced timelines for making decisions across a wide variety of product and service categories.
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*Please note that certain anchor links will only work if the publication is downloaded locally. Additionally, full interactive functionality of the report (photo carousels) are accessible via the free tablet app.
**Download the report to see all content and formatting as intended.
For the fourth year in a row, SoDA has compiled the thoughts and opinions of ≈700 marketers, agencies, technologists and digital industry insiders. Dozens of SoDA member companies have contributed thought-provoking articles and case studies to The SoDA Report (formerly known as the Digital Marketing Outlook). A broad array of guest contributors, CMOs and other senior-level digital marketers from a wide array of organizations (i.e., L’Oreal, Adobe, Google, Compete, E*Trade, Bloomberg and Samsung, among many other blue-chip brands) also provided their insights. The result: an invaluable planning resource for marketers and agencies in 2012. SoDA is releasing the publication in its traditional format today, and a tablet edition will be released in early March. SoDA will also be publishing smaller quarterly updates to The SoDA Report over the course of 2012.
The study, conducted by SoDA and its research partner, Econsultancy, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example, the 2012 survey showed that increased self-reliance is an increasingly common mantra among many marketing organizations, with almost two-thirds citing internal resource growth as their primary approach to expanding digital marketing efforts this year. For those looking outward, almost one-third said they’re seeking to diversify their agency mix based on niche areas of expertise (vs. pursuing a “one-stop shop” digital partner).
The publication also includes:
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• One-on-one interviews with industry luminaries as well as panel discussions on topics ranging from change management to measurement and analytics.
• Case studies spanning a wide array of industries and digital platforms to inspire and inform.
Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Leading digital agencies have provided thought-provoking articles and case studies. And a 14-person panel comprised of guest contributors and notable CMO advisors have provided their insights. The result: an invaluable planning resource for marketers and agencies in 2011.
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2. AG EN CY
METRICS
T H A T M A T T E R
SoDA recently partnered with 10,000ft to explore business performance
measurement within agencies, production companies and design studios.
We assessed the relative breadth, sophistication and transparency of
measurement practices and compared several important benchmarks for
2017 performance. This presentation is a summary of what we found.
3. FINDINGS
Key findings from our online survey fielded with
agency leaders in July-August of 2017.
// Read the full report @ www.sodareporton.com
4. Becoming more “data-driven” is a common mantra across the marketing industry and many agencies are still
maturing when it comes to the rigor and depth of their own business performance measurement capabilities.
Data-driven or not?
of agency leaders characterize their
agencies as “data-driven” when it
comes to managing the operations of
their own business.
55%
data-driven
13% We rigorously track and utilize a broad range of metrics to
optimize near-term business performance and make
anticipatory decisions against a longer-term forecast.
Experts
45% We track a broad range of metrics to optimize near-term
business performance but we tend to stay focused on
what's right in front of us.
Pros
35%
We track baseline financial and operational metrics but tend
to utilize data in a more reactionary way. We have a good
understanding of where we need to improve but have not
yet invested the time, money or resources.
Novices
06% We track limited financial and project-related metrics and
do not have a clear understanding or plan for how to
develop these capabilities.
Amateurs
// SoDA + 10,000ft, November 2017
5. We explored agencies’ usage of 48 different metrics across four areas of the business - Operating Metrics, Project
Metrics, Sales Metrics and Employee Metrics. While not intended to be exhaustive, the list of metrics provided a
spectrum against which to compare the relative depth and sophistication of agency measurement programs.
A wide range of metrics
Everything and Nothing
Across 48 metrics explored in this study, no single
measure saw 100% adoption and, on the opposite
end, every single metric listed was utilized by at
least 16% of the respondents. This suggests that
outside of the core measures related to revenue,
margin, utilization and sales opportunities, there is
little common adoption of measures that might
provide a fuller view into the overall health of the
business, culture and client relationships.
89% Gross Margin
88% Forecasted Sales
87% Utilization
86% Actual vs. Budgeted Hours
85% Total value of pipeline opportunities
Top 5 Metrics Most Commonly Used*
* For the purposes of this survey, we assumed that, at a minimum,
everyone was tracking basic financial metrics such revenue, profit
margin, cash balances, etc. As such, these were excluded from the
“what are you measuring” questions.
// SoDA + 10,000ft, November 2017
6. 37% Data timeliness
31% Determining which metrics
are most important
31%
Interpreting/understanding
the data I have
26%
Disseminating the most relevant
data to my organization
When it comes to operational and performance measurement programs, agency leaders point to action, access and
accuracy as the top pain points. Determining what to measure or how to interpret the data are lesser concerns.
Barriers to better measurement
46% Acting on the data I have.
Action
45% Getting the data I need.
Access
42% Data accuracy.
Accuracy
Biggest Challenges for Operational Measurement
// SoDA + 10,000ft, November 2017
7. We wish we were measuring…
1 Average cost per sale (52%)
Employee feedback/satisfaction per project (51%)2
New employee on-boarding input (47%)3
Average sales cycle (45%)4
Client satisfaction (44%)
Average time from project close to start of work (44%)
5
of agency leaders would like to be
measuring and tracking the average
cost per sale… the highest unfulfilled
need of the 48 metrics we explored.
52%
average cost per sale
Agency leaders point to a number of metrics they’d like to be measuring and tracking but currently are not. Metrics
related to sales, client satisfaction and employee engagement are predominant in the Top 5 list.
Top 5 Metrics Agencies Want to Be Tracking
// SoDA + 10,000ft, November 2017
8. 48% of agencies report that they are transparent in sharing key operating and financial metrics with the entire
organization while the remainder tend to keep performance numbers within the management team and/or owners.
Transparency
06% We adhere to open book financial reporting for all
employees to access.
Extremely Transparent
42% We share a broad range of financial and operating
metrics with the entire organization, including
annual revenue and profit margin.
Transparent
38% We share broad operating metrics with the entire
organization but confine financial performance to
the management team.
Moderately Transparent
15% We share broad-based operating metrics with the
management team but detailed financial
performance is known only by founders/owners.
Limited Transparency
1 Revenue (71%)
Metrics Shared with the Entire Agency
2 Client Satisfaction (66%)
3 Sales Pipeline, Forecast (65%)
4 Utilization (57%)
5 Revenue Growth Rate (53%)
6 Employee Satisfaction (52%)
7 Average Billable Rates (50%)
8 Profit Margin (50%)
9 Project Profitability (46%)
10 Employee Turnover Rate (33%)
// SoDA + 10,000ft, November 2017
9. Biggest gap - satisfaction
Surprisingly, the biggest gaps appear to be in the measurement and tracking of client satisfaction AND employee
engagement - arguably two of the most critical factors in building and sustaining a successful agency business.
of agencies measure client satisfaction
but of those tracking this metric, only
half of them use a standardized
methodology (e.g. NPS) or a formal,
quantifiable approach. The rest rely on
i n f o r m a l , a n e c d o t a l f e e d b a c k
suggesting that, overall, “measurement”
of client satisfaction is closer to 25%.
54%
client satisfaction
of agencies measure employee
engagement and just 34% are tracking
any input related to personal growth
objectives or motivations for joining the
firm. This, despite the fact that SoDA’s
annual Digital Outlook Study found that
“finding/retaining top talent” was the top
strategic imperative for agency leaders.
53%
employee engagement
// SoDA + 10,000ft, November 2017
11. Agencies continue to grow
84% of the agencies surveyed in our study are growing in 2017 with 20% of them projecting revenue growth of
20% or more. 16% report flat or declining revenue.
20/20
20% of agencies report revenue
growth of 20% or more in 2017.
report revenue growth between 11-20%39%
25% report revenue growth between 1-10%
8% report revenue growth between 21-35%
7% report revenue growth between 36-50%
5% report revenue growth greater than 50%
16% report flat or declining revenue in 2017
// SoDA + 10,000ft, November 2017
12. Margins are solid in 2017
94% of agencies report that 2017 will be a profitable year with nearly one-third projecting profit margins greater
than 15%. Just 6% anticipate that they will break-even or show a loss in 2017.
report profit margins between 10-15%36%
24% report profit margins between 1-9%
Profit Margins
1-9%
15% report profit margins between 16-20%
13% report profit margins between 21-30%
05% report profit margins greater than 30%
06% expect to break-even or show a loss
10-15%
16-20%
21-30%
> 30%
0% or less
// SoDA + 10,000ft, November 2017
13. Billing rates appear to be static
Average hourly billing rates have hovered around $150 for quite some time. And while 2017 shows a spectrum of
hourly billing rates, we find that about 50% of agencies remain at this average rate or below.
report average hourly billing rates between $125-15037%
16% report average hourly billing rates less than $125
Billing Rates
< $125
30% report average hourly billing rates between $151-175
16% report average hourly billing rates between $176-200
02% report average hourly billing rates greater than $200
$125 - 150
$151 - 175
$176 - 200
> $200
// SoDA + 10,000ft, November 2017
14. Project budget management
Over-budget projects are common and 89% of agencies report that they “occasionally” or “frequently” go over
budget despite having controls in place. More than 1/3 report that average project overages are 25% or greater.
Over-Budget Projects
46% occasionally allow projects to go over budget.
43%
11%
frequently allow projects to go over budget
rarely, if ever, allow projects to go over budget
Average Overages for Over-Budget Projects
19% report average overages less than 10%
65% report average overages between 10-25%
15% report average overages between 25-50%
01% report average overages greater than 50%
// SoDA + 10,000ft, November 2017
15. Voluntary employee turnover
Despite the fact that finding and retaining talent is one of the top strategic imperatives for agency leaders, we
found that only 58% of agencies surveyed actually track voluntary employee turnover rates.
report annual, voluntary employee turnover between 5-10%35%
21% report annual, voluntary employee turnover less than 5%
Turnover Rates
< 5%
24% report annual, voluntary employee turnover between 10-15%
19% report annual, voluntary employee turnover greater than 15%
5-10%
10-15%
> 15%
// SoDA + 10,000ft, November 2017
16. METHODOLOGY
Our approach to this study along with an overview of the
survey respondents and the metrics we explored.
// Read the full report @ www.sodareporton.com
17. ‣ Online survey of agency leaders fielded in July/August of 2017.
‣ The survey data includes a validated sample of 106 responses.
‣ The majority of agency responses (90%) came from small and mid-sized firms with less than 100 FTEs.
‣ 88% of responses came from independent firms with 75% identifying as “completely independent with no
external investment” and another 13% reporting that they were “independent but with some external investment.”
‣ Firm types were mixed with 45% identifying as Digital Agencies and 25% as Integrated Agencies. The remainder
were a mixture of design studios, production companies, consultancies and others.
Survey Overview
The “Metrics That Matter for Agencies” Study is conducted by SoDA. This survey collects data on business
performance measurement programs, key operating metrics and performance benchmarks for digital agencies,
production companies and design studios. The 2017 study was fielded in conjunction with 10,000ft.
// SoDA, November 2017
18. Respondent Overview (n=106)
59% SoDA Members
8% between 1-10 FTEs
Company Size
55% between 11-50 FTEs
26% between 51-100 FTEs
04% between 101-200 FTEs
06% greater than 500 FTES
75%
completely independent with
no external investment
Ownership
13%
independent but with some
external investment
08% owned by a holding company
04%
owned by another type of entity
(consultancy, private equity, etc.)
25% Integrated Agency
Company Type
10% Product/Service Design
09% Other
06% Production Company
05% Consultancy
45% Digital Agency
88% Independent 45% Digital Agencies 90% Small & Mid-Sized
// SoDA, November 2017
19. Operating/Finance Metrics
‣ Gross margin
‣ Utilization per billable FTE
‣ Revenue per billable FTE
‣ Cost per billable FTE
‣ % cost of contract labor vs. total cost of billable FTEs
‣ Utilization rate for contract labor
‣ Average billing rate
‣ Average effective/realized rate
‣ Total existing capacity vs. total sold work
Project Metrics
‣ Project profitability
‣ Gross margin % per project
‣ Average billing rate per project
‣ Average effective/realized rate per project
‣ Actual hours vs. budgeted hours
‣ Ratio of FTE hours to contractor hours per project
‣ Planned project duration vs. actual project duration
‣ Project % complete
‣ Employee feedback/satisfaction per project
‣ Industry awards per project
Sales/Account Metrics
‣ Total value of opportunities in sales pipeline
‣ Forecasted sales
‣ Average sales cycle
‣ Average time from project close to start of work
‣ # of new prospect conversations
‣ # of qualified opportunities
‣ # of submitted proposals
‣ Average win rate
‣ Employee satisfaction / engagement
‣ Employee diversity
‣ Employee performance
‣ # of responses to job postings
‣ Avg. time it takes to hire for a full-time position
‣ Conversion performance by recruiting source
‣ On-boarding interview comments / feedback
‣ Average employee tenure / years with firm
‣ % employee turnover
HR/Employee Metrics
‣ % of won business from existing/returning clients
‣ % of won business from new clients
‣ Average cost per sale
‣ Project type
‣ Client verticals
‣ Client satisfaction
‣ Reasons for employee departures
‣ Exit interview comments / feedback
‣ Employee overtime hours
‣ Volunteer or community engagement hours
invested by employees on behalf of company
‣ Employee professional certifications
‣ Employee training budgets
// SoDA, November 2017
20. // About SoDA
SoDA is a non-profit, member-based organization for digital business
leaders, creative visionaries and technology innovators. With a 100+
member companies in more than 30 countries, SoDA’s programs provide
digital agency executives with access to a powerful, global network for
peer collaboration, thought leadership, knowledge exchange, leadership
cultivation and industry best practices.
// 10,000ft
10,000ft has reshaped how creative agencies manage their projects and
teams with software that simplifies resource management, project
planning, and time tracking. With over 1,000 customers around the world,
10,000ft aims to be a change agent for dynamic organizations ready to
unleash the human element powering the future of work. Learn more at
10000ft.com.