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 However, those methodologies are outdated.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.

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