agency-client onboarding: first 90 days, from pr 20/20 and marketing agency insider
TRANSCRIPT
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FIRST 90 DAYSAGENCY-CLIENT ONBOARDING
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HERE’S $$$, MAKE MAGIC.
AKA: NICE TO MEET YOU …
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MANY OF THE AGENCY’S MOST SUCCESSFUL RELATIONSHIPS BEGIN WELL BEFORE A CONTRACT IS SIGNED. Some of our best partners are network referrals, subscribe to regular agency resources, and are aligned with our overall mission and values.
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… SO WHAT?
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Clients partner expecting a best-in-class experience; it’s our responsibility to deliver.
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YET OVER TIME, THERE’S OFTEN A DISCONNECT …
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“A full 80% of CEOs don’t trust their marketing teams ... Let that sink in. Our job is to develop credible, profitable connections with customers—and with the people that hire us.”
-Mike Kaput, PR 20/20 Blog
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WHAT CAUSES DISTRUST? RELATIONSHIP FAILURE?‣ Failing to establish strategic priorities (23.5%). ‣ Committing cultural gaffes / political suicide (16.4%). ‣ Waiting too long to make an impact (15.8%).
- Penn State MBA Program
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MISSION: FIRST 90
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YOUR OBJECTIVE FOR THE FIRST 90:
ACCELERATE OUR TRANSITION FROM A VALUE CONSUMER TO A VALUE CONTRIBUTOR.
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“You’re going to be defined by your first 90 days. You’ve got to act.”
- Jack Welch, former GE CEO
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PRE-START: MINDSET = HOMEWORK + DUE DILIGENCE.‣ Learn the company, product (professional development). ‣ Confirm goals and expectations. ‣ Start to think about your plan.
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FIRST WEEKS: MINDSET = LEARNER + LISTENER.‣ Get the lay of the land: product, people, process. ‣ Listen to needs, expectations. ‣ Ask for learning opportunities. ‣ Take internal notes, and start building a plan in the background.
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BY MONTH ONE: MINDSET = PLAN, BUY IN, GSSD.‣ Engage existing cultures. ‣ Perform a SWOT, set SMART goals, set milestones for progress. ‣ Get metrics in place or benchmark data. ‣ Present a vision, with specific examples toward achievement.
* GSSD: Get Smart/Strategic/Sweet Shit Done
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BY 90: MINDSET = WORK, LEVERAGE, PERFORMANCE.‣ Reallocate spend. ‣ Put trusted partners in place. ‣ Identify source of truth (data). ‣ Implement sound performance reporting.
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RESOURCESTREASURE TROVE
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ARTICLES & RESOURCES‣ First 90 Days In Your New Job, Penn State University MBA Program Resource ‣ How to Own the First 90 Days of a New Job, The Muse ‣ How to Ace Your Job in the First 90 Days, Learn Vest / Forbes ‣ 5 Keys to Success During the First 90 Days of Your Marketing Role, The Drum ‣ CMO Tenure Hits 48 Months, And Chief Marketers' Moves Reflect Rising
Influence, Forbes ‣ Keeping Time: Why CMO Tenure Has Doubled, AdAge ‣ The Marketing Growth Hackathon , PR 20/20
DISCLAIMER: ALWAYS GROWING
TM
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For more information on PR 20/20 and its Marketing Growth Hackathon , visit www.pr2020.com.
TM