Edit: projects/easier-agency-directory/relationships.md

Note Content (Markdown)

![](https://lh4.googleusercontent.com/KkWHyeo8RKbT7r2b46YguLqbLWGCfxyTF_BILcMcR0WDDEwTCU9qDDP9ACe7bbirsr8VHaErc643o8GIJuQ4qLpf2uSP4_ptjTo_icLKTdyZObg1mobRmUkO6o6tgNz2cF7dpzBHAnGZEM4t6wXRTA)
<callout icon="💡" color="gray_bg">

</callout>
<empty-block/>
**Back to: [SOP Wiki 🟡](https://app.notion.com/p/6cc8c2c653b742c2a078b1d8577ef191)** {color="gray_bg"}
<columns>
    <column>
        **Previous:** [MARKETING 🟠](https://app.notion.com/p/436ce386504449a9bef8f26d19caa410/) ** {color="blue_bg"}
        **HERE:** [RELATIONSHIPS 🟡](https://app.notion.com/p/5b67f40e4cf94d5d838db7a8eb5c22a4/) ** {color="yellow"}
        **Next:** [OPERATIONS 🟡](https://app.notion.com/p/5f901077de2d44ec8576f9fe8d5f2ceb/) ** {color="purple_bg"}
    </column>
    <column>
        **Previous:** [SALES 🟡](https://app.notion.com/p/430af503c9c74e8b8caaace1e31c958b/) ** {color="green_bg"}
        **Next:** [FULFILMENT 🟡](https://app.notion.com/p/651648f9f4df4602a05cbec5264d059c/) ** {color="red_bg"}
    </column>
</columns>
<empty-block/>
## Active Client {color="orange"}
### 👋 Client Onboarding {color="orange"}
<empty-block/>
At the start of a new client relationship it’s time for the rest of the team to begin building trust, familiarity and momentum with the client. {color="orange"}
It’s also client services’ responsibility to ensure initial crucial setup steps are completed, including initial strategy, reporting, tracking, copy and creative. {color="orange"}
<empty-block/>
<details color="orange">
    <summary>1. Sales, Relationship, Marketing team members attend kickoff call</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    This is the team’s opportunity to build a rapport with the client, lay foundations for a trusting relationship and express pressing matters. 
    Beyond the data we’ve collected from them, we must ensure we have an initial way forward, including
    - Short and long term goals
    - Access to ALL relevant service platforms
    - Responses to all data enquiries
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. All team members keep a Google Calendar tab open on our Google Chrome browsers at all times. We keep an eye on our calendars each week to know what is coming up in coming days, and accept any unaccepted meetings / move any clashes. We set up at least one notification 1 minute before all meetings, and we keep these notifications on with both audio and visual cues, so we don’t miss them by accident.
    2. Attending team members write down any useful agenda items before joining the call in Evernote or a similarly organisable note tool. This includes questions, outstanding issues, missing access, ideas, research findings, links to resources, reports, etc. Anthony separates calls with a bold, italic, large font title formatted like “yyyy-mm-dd CALL w [attendees names]”.
    3. Attending team members join the kickoff call by clicking the Google Meet link (or client’s preferred alternative - must be Google Meet, Zoom or Microsoft Teams due to Fathom AI limitations)
    4. Sales allows small talk to transition into a round of introductions starting with project team members and then client attendees
    5. Attending team members focus the conversation on building rapport, while organically letting the client share all the pressing matters in their business.
    6. Attending team members chime in with their agenda items and other thoughts, suggestions, questions to progress the conversation and satisfyingly agree a clear set of next steps for all relevant services. 
    7. Attending team members review their notes and extracts their action items to add them to to-do lists.
    8. Attending project team members and the client agree and schedule a weekly catchup call slot in Google Calendar before the end of the call. If preferred, this can decrease in frequency over time to fortnightly or monthly as the project team builds trust, rhythm and momentum with the client.
    9. Attending team members review their notes and extracts their action items to add them to to-do lists.
    10. Project Manager checks in Easier Now that all tasks look correct and map correctly to existing scope of work, and creates milestones.
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<empty-block/>
**Client + Team - ** {color="orange"}
<details color="orange">
    <summary>2. Client Services takes client through customer persona workshop call</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    1.
    <empty-block/>
    <empty-block/>
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<empty-block/>
<unknown url="https://app.notion.com/p/5b67f40e4cf94d5d838db7a8eb5c22a4#e98efb09dfcd4fd6a211b27398568536" alt="alias"/>
<empty-block/>
**Client -** {color="orange"}
<details color="orange">
    <summary>1. Gives admin access to required services</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    This lets us start helping the client by acting on their behalf - reviewing past data, building fresh ads, publishing new emails, etc.
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. If LinkedIn Ads is part of the scope, Project Team follows the client’s company page
    2. Client accesses each access link on Easier Marketing and grants maximum permissible access.
    3. Project team keeps an eye on their email inboxes for their required service platform access notifications.
    4. If any are missing, send the client a link to a tutorial video, or record one using Loom.
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<empty-block/>
**Team -** {color="orange"}
<details color="orange">
    <summary>1. Books regular catch-ups with the client at the client’s desired frequency</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    This helps keep everyone in sync.
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. Client Services team member books in a recurring catch-up call using Google Meets, inviting marketing project team members and the client.
    <empty-block/>
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>2. Discusses new client at next fulfilment meeting</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    This updates the whole company about new clients - ideas are encouraged!
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. All team members attend the weekly team call
    2. Before the end of the call, Client Services team member brings up the new client, and shares their screen for the team to share their ideas about the:
    - website
    - onboarding information
    - audit
    3. All team members keep notes, highlighting all action items for everyone.
    4. All team members keep an eye out for Fireflies AI recap and paste their notes into the comments.
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>3. Connects to ads platforms, gives access to other team members as required</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    Gets project team set up to begin acting on the client’s behalf
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. Client Services makes required service platform recommendations for any accounts that are not yet created.
    2. Client Services accepts email invitations granting access to client’s service platforms. They input their name, ensure admin (or sufficient) permissions have been granted, while checking off a checklist of required connections, depending on which services are offered:
    - Reporting (always)
    - Google Analytics (or alternative)
    - Google Tag Manager (if client uses)
    - Any internal reporting tools the has client set up e.g. Google Sheets, Rockerbox, Triple Whale
    - Creative (always)
    - Cloud storage folder of ALL client’s media asset files - the same one they regularly update, including
        - Branding assets
        - Brand guidelines
        - Fonts
        - Images
        - Videos
        - Other PDF’s
    - Meta
    - Facebook Business Manager invite
    - Lastpass share of Instagram logins
    - TikTok
    - TikTok business manager invite
    - TikTok business manager invite
    - Lastpass share of TikTok page logins
    - LinkedIn
    - LinkedIn Business Manager invite
    - Adding to ALL user permissions (LinkedIn is very fiddly so this is quicker!)
    - Twitter
    - Twitter Business Manager
    - Lastpass share of Twitter page logins
    - Pinterest
    - Pinterest Business Manager invite
    - Snapchat
    - Snapchat Business Manager invite
    - Google Ads
    - Google Ad account invite
    - Google My Business invite (if client has ecommerce)
    - Microsoft Ads
    - [?]
    - Social Media Marketing
    - Invites/Lastpass shares of logins to all pages the client operates
    - Email
        1. Invite to client’s preferred email platform
    - SMS
        1. Invite to client’s preferred SMS platform
    - Chat app marketing
    - [?]
    - Landing page development
        1. Invite to client’s preferred landing page platform
    - Web development
        1. [?]
    - CRO & UX
        1. [?]
    3. Client Services connects themselves to all associated assets, shares access to assets with the Easier Agency Business Manager, and invites project team to platforms as required.
    4. Client Services chases up missing access with the client 1x per day until all access is granted or client informs us to wait for a given time/day.
    5. Project Team adds themselves to relevant client platform assets.
    6. Project Team sets up bookmarks, column views and reports as required
        1. Meta Ads
            - Columns setup (optional, should use reporting dashboards for decision-making)
            - campaign name
            - ad set name
            - ad name
            - delivery
            - budget
            - amount spent
            - purchase roas (return on ad spend)
            - cost per purchase
            - cost per lead
            - cost per unique outbound click
            - cpm (cost per 1,000 impressions)
            - unique outbound ctr (click-through rate)
            - purchases conversion value
            - purchases
            - leads
            - unique outbound clicks
            - reach
            - impressions
            - frequency
            - quality ranking
            - engagement rate ranking
            - conversion rate ranking
        2. Google Ads
            - Reports setup
            - Presence Location: Report Editor \> Campaign Performance \> Add row: Country/Territory (User location) \> Save as “Presence Location”
            - Columns setup (optional, should use reporting dashboards for decision-making)
            - 🔒 Campaign
            - 🔒 Budget
            - 🔒 Status
            - Campaign Type
            - Target CPA
            - Target ROAS
            - Cost
            - Conv. value / cost
            - Cost / conv
            - Avg. CPC
            - Avg. CPM
            - Conv. Rate
            - CTR
            - Click share
            - Impr. (Abs. Top) %
            - Impr. (Top) %
            - Search Impr. share
            - Conv. value
            - Conversions
            - Clicks
            - Impr.
            - Optimisation score
            - Search abs. top IS
            - Search top IS
            - Search lost top IS (budget)
            - Search lost top IS (rank)
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>4. Installs good tracking</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    Ensures clean, accurate conversion event tracking is feeding into our reporting tools so we can get a clear picture of performance, and into service channels to help optimise targeting and 1st party data
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. Client Services makes a checklist of required events on given pages.
        - If ecommerce:
            1. Pageview
            2. Add to cart
            3. Initiate Checkout
            4. Purchase (including value)
        - If lead generation:
            1. Pageview
            2. Lead
            3. > **Message:**<br>Can someone please share a list of the types of conversions we'd like to track (different kinds of leads, different routes to donate / purchase), and associated URL's where these events happen?
        2. Client Services goes through the client’s website funnel, checking using Pixel Helper Chrome Extensions, checking off all necessary conversion events. If any events are missing, or trigger more than once, make a note.
        - Meta Pixel Helper **[**[**link**](https://chrome.google.com/webstore/detail/meta-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc)**\\]**\\]
        - TikTok Pixel Helper **[**[**link**](https://chrome.google.com/webstore/detail/tiktok-pixel-helper/aelgobmabdmlfmiblddjfnjodalhidnn)**\\]**\\]
        - LinkedIn Pearmill Pixel Helper** \\**[**[**link**](https://chrome.google.com/webstore/detail/pearmill-pixel-helper/ahgjbbnglgnladgimapeecjmhlhmacgg)**\\]**\\]
        - Twitter Pixel Helper** \\**[**[**[**link**](https://chrome.google.com/webstore/detail/twitter-pixel-helper/jepminnlebllinfmkhfbkpckogoiefpd/related)**\\]**\\]
        - Pinterest Tag Helper** **[**[**link**](https://chrome.google.com/webstore/detail/pinterest-tag-helper/gmlcbajhgoaaegmlbaclmmmhpmfdajmp)**\\]**\\]
        - Snapchat** **Pixel Helper **[**[**link**](https://chrome.google.com/webstore/detail/snap-pixel-helper/hnlbfcoodjpconffdbddfglilhkhpdnf)**\\]**\\]
        - Google Ads Tag Assistant Legacy** **[**[**link**](https://chrome.google.com/webstore/detail/tag-assistant-legacy-by-g/kejbdjndbnbjgmefkgdddjlbokphdefk)**\\]**\\]
    3. Client Services reviews how the tracking is set up, and fixes any issues, or shares required changes with the client if they prefer to fix issues their side.
    4. Client Services reviews platforms and sets up best practices, corrects accuracy issues, adds missing GA goals, installs server side tracking, DKIM, shopping feeds, Automatic Advanced Matching, Commerce accounts, etc
        - Google Analytics (or other)
        - Admin \> Ecommerce Settings: enable Ecommerce, and enable Enhanced Ecommerce Reporting
        - Admin \> Tracking Info \> Data Collection: enable Data Collection For Google Signals
        - Admin \> Audience Definitions \> Audiences: Click “+ New Audience” button, select “Smart List”, name it “Smart List”, click “Next Step”, and add it to all relevant properties, click “Publish”. Then click “« Back to the Audiences page” and repeat for more audiences
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>5. Builds reporting</summary>
    - [ ] COMPLETE reporting format
    **Purpose** {color="orange_bg"}
    <empty-block/>
    Here we connect up their digital tools up as data sources to feed into our server, where it is adapted and output into a readable, useful report.
    These reports are sent to clients so they’re informed, and to our marketing service fulfilment teams for data-based decision-making around improving profitability.
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1.
    <empty-block/>
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    Contribution margin, unit economics, attribution models, forecasting
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>6. Sets up product feed</summary>
    - [ ] WRITE full checklist of feed issues
    - [ ] ADD AI-powered structured data process
    **Purpose** {color="orange_bg"}
    <empty-block/>
    Here we sync up products between Ecommerce businesses and marketing platforms.
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. Checks current condition of product feed in Google Merchant Centre against checklist
        1. Missing collection data
        2. Insufficient structured data
        3. Merchant Centre errors (GTIN, missing descriptions, incorrect availability, etc)
        4. Growth programs not set up (Free Product Listings, Dynamic Remarketing, Promotions, Product Ratings)
        5. Branding not set up
    2. Catalogues issues and sends to client, and requests permission to install a high quality product feed app
        1. If Shopify, install Symprosis [[link](https://apps.shopify.com/google-shopping-feed?surface_intra_position=1&surface_type=partners&surface_version=redesign)]
        2. If Wordpress, install Product Feed Pro [[link](https://wordpress.org/plugins/woo-product-feed-pro/)]
    3. Installs app/plugin
        1. If Symprosis:
            1. If there are non-compliant products e.g. gift cards on the site, create a collection with only compliant products [[link](https://support.google.com/merchants/answer/6150006?hl=en&sjid=16751911632127339673-EU)] (keep this dynamic, so it excludes product names like “gift card”)
            2. Set “Which Products Needs to be Submitted in Feed?” to First variant only (unless it makes sense to list all products)
            3. Keep SKU’s consistent if possible
            4. Use SEO title and SEO description
            5. Set “Append Variant Name to Product Title?” to No
            6. If managing Google Ads, opens Google Ad account \> Tools And Settings \> Setup, Linked Accounts \> Manage and Link, and click Activate for the client's linked GA4 property
        2. Settings \> Google Shopping Settings: enable “Sale Price with Price”, and click [Save]
        3. Settings \> Facebook Catalog Settings: enable “Sale Price with Price”, and click [Save]
        4. Tracking Tags \> Google Dynamic Remarketing & Conversion Tracking: Sign in with Google and connect Google Ad account
        4. If sending dynamic collections to ads platforms would be useful, Settings \> Automated Rules For Feed: Click the + button, and select “+ Custom Label 0”, and set up products so collections are feeding through (may be done by adding tags to products)
        5. May need to add collections to tags in Shopify/Wordpress, if currently not described consistently in any other mappable parameter (e.g. product title, product type, variant title, vendor (brand)
        6. Remove existing feeds [delete?]
            1. [WIP]
        6. Adds structured data
            1. Exports all products, paste into AI-Powered Structured Data Google Sheet
            1. or use Keywords Everywhere Chrome extensions to confirm keyword search volumes (only use high volume keywords), and look at what competitors are doing
            2. Runs AI, to add more contextual information
            3. Imports product changes into website
        7. Set up additional programs in Merchant Centre
            1. Free product listings: click through the setup process, ensuring everything is compliant and acceptable for Google
            2. Dynamic Remarketing: click enable
            3. Promotions: click enable
            4. Product ratings: click Get Started, and if the client has an approved 3rd party review platform (YotPo, Stamped, Loox, etc), click “Yes”. Ensure the business’ review platform is set up to show reviews on correct products
            1. If Loox: [[link](https://help.loox.io/article/78-how-do-i-integrate-my-reviews-with-google-shopping#Setting-up-Google-Shopping-in-Loox-Pp2GK)\\]
        8. Clicks Diagnostics and solves all product issues
            1. Extraneous text [title\\] or unexpected product types: often this is due to the product title (e.g. a novelty t-shirt about cheap beer) - submit for manual review
            2. Missing value: add automated rules in Symprosis / Product Feed Pro
            1. Example: if variant title does not contain “men” AND variant title does not contain “women”, set Gender “Unisex”
            3. Missing value (description): ensure all products have a description
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    If a product gets stuck as pending in Google Merchant Centre, try changing the product ID, e.g. by changing its setting in Symprosis Product Identifiers Mangement from MPN to custom.
    Solve ALL product disapprovals
    Avoid Google flagging more compliance issues than necessary - Google can be very petty about bans, and it is difficult to recover accounts!
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>7. Sets up deliverability signals (DKIM, etc)</summary>
    - [ ] WRITE full checklist of feed issues
    - [ ] ADD AI-powered structured data process
    **Purpose** {color="orange_bg"}
    <empty-block/>
    Here we sync up products between Ecommerce businesses and marketing platforms.
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1. Checks current condition of product feed in Google Merchant Centre against checklist
        1. Missing collection data
        2. Insufficient structured data
        3. Merchant Centre errors (GTIN, missing descriptions, incorrect availability, etc)
        4. Growth programs not set up (Free Product Listings, Dynamic Remarketing, Promotions, Product Ratings)
        5. Branding not set up
    2. Catalogues issues and sends to client, and requests permission to install a high quality product feed app
        1. If Shopify, install Symprosis [[link](https://apps.shopify.com/google-shopping-feed?surface_intra_position=1&surface_type=partners&surface_version=redesign)]
        2. If Wordpress, install Product Feed Pro [[link](https://wordpress.org/plugins/woo-product-feed-pro/)]
    3. Installs app/plugin
        1. If Symprosis:
            1. If there are non-compliant products e.g. gift cards on the site, create a collection with only compliant products [[link](https://support.google.com/merchants/answer/6150006?hl=en&sjid=16751911632127339673-EU)] (keep this dynamic, so it excludes product names like “gift card”)
            2. Set “Which Products Needs to be Submitted in Feed?” to First variant only (unless it makes sense to list all products)
            3. Keep SKU’s consistent if possible
            4. Use SEO title and SEO description
            5. Set “Append Variant Name to Product Title?” to No
            6. If managing Google Ads, opens Google Ad account \> Tools And Settings \> Setup, Linked Accounts \> Manage and Link, and click Activate for the client's linked GA4 property
        2. Settings \> Google Shopping Settings: enable “Sale Price with Price”, and click [Save]
        3. Settings \> Facebook Catalog Settings: enable “Sale Price with Price”, and click [Save]
        4. Tracking Tags \> Google Dynamic Remarketing & Conversion Tracking: Sign in with Google and connect Google Ad account
        4. If sending dynamic collections to ads platforms would be useful, Settings \> Automated Rules For Feed: Click the + button, and select “+ Custom Label 0”, and set up products so collections are feeding through (may be done by adding tags to products)
        5. May need to add collections to tags in Shopify/Wordpress, if currently not described consistently in any other mappable parameter (e.g. product title, product type, variant title, vendor (brand)
        6. Remove existing feeds [delete?]
            1. [WIP]
        6. Adds structured data
            1. Exports all products, paste into AI-Powered Structured Data Google Sheet
            1. or use Keywords Everywhere Chrome extensions to confirm keyword search volumes (only use high volume keywords), and look at what competitors are doing
            2. Runs AI, to add more contextual information
            3. Imports product changes into website
        7. Set up additional programs in Merchant Centre
            1. Free product listings: click through the setup process, ensuring everything is compliant and acceptable for Google
            2. Dynamic Remarketing: click enable
            3. Promotions: click enable
            4. Product ratings: click Get Started, and if the client has an approved 3rd party review platform (YotPo, Stamped, Loox, etc), click “Yes”. Ensure the business’ review platform is set up to show reviews on correct products
            1. If Loox: [[link](https://help.loox.io/article/78-how-do-i-integrate-my-reviews-with-google-shopping#Setting-up-Google-Shopping-in-Loox-Pp2GK)\\
        8. Clicks Diagnostics and solves all product issues
            1. Extraneous text [title\\] or unexpected product types: often this is due to the product title (e.g. a novelty t-shirt about cheap beer) - submit for manual review
            2. Missing value: add automated rules in Symprosis / Product Feed Pro
            1. Example: if variant title does not contain “men” AND variant title does not contain “women”, set Gender “Unisex”
            3. Missing value (description): ensure all products have a description
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    If a product gets stuck as pending in Google Merchant Centre, try changing the product ID, e.g. by changing its setting in Symprosis Product Identifiers Mangement from MPN to custom.
    Solve ALL product disapprovals
    Avoid Google flagging more compliance issues than necessary - Google can be very petty about bans, and it is difficult to recover accounts!
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>8. Sets up additional required docs (translations, event timelines, etc)</summary>
    - [ ] REPLICATE “Onboarding Timeline.xlsx”
    **Purpose** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1.
    <empty-block/>
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>9. Produces initial copy + creative</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1.
    2. Share for feedback via [Frame.io](http://frame.io/)?
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    [https://www.youtube.com/watch?v=RDdn7yjJBEA](https://www.youtube.com/watch?v=RDdn7yjJBEA)
    ![](https://prod-files-secure.s3.us-west-2.amazonaws.com/43b8b994-1763-4750-a0c6-62a2abea2ec3/188516dc-fa0a-438a-89d9-f9097124ddc2/Untitled.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466ZIXIHLL2%2F20260626%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260626T173829Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEKH%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEaCXVzLXdlc3QtMiJHMEUCIFz11iGxVj1Aa6u7ry9gR%2B36wdcco%2BFc2UACy9v240QdAiEA9xzzmhl1VKe%2BIYHwGMOO5WJsbYSwCyHaQl7AkibV%2FIEq%2FwMIahAAGgw2Mzc0MjMxODM4MDUiDEHXW9k%2FC6KZjG8lbSrcAw7siMSJY11T8jdcxNGlxpQtuU%2BicjtaxsuilavjoTsGe7cNgkURdCXcPeHoDc3F1Ka20X8O9T6cimcNt1QRmFChvam1jjUwL84xJAwGbf0U7Q8mSkmYge1sg3%2FpzmE36N15hecuSsYlSMbnnEgqh53FT87XLCmdU%2BamaNTJ7K1cQJfZZJiMpPn7QS%2F3kfK8CaQqnK75ULluRAsnGYHyyNEcAyRyQbWEDhX0IgJPmG2aRCf%2Bb%2FVa5yZJ%2Ba4fypeg18p4la%2BRbHYq0zpZQJrysaotyn%2F1Up5DS8BKM9axOoZVDmFKX%2BJNGOrRlPJPizn0t4Yauz%2FtbDZPv0fNEoCM0kAVIcFx5Zrrg20W4l5b1Xb%2F8zQf8tabw1A%2F64U6IPS2S7OWZ3zio9dgOtaVEFFfV1oszK8m8NSASIbEwvOf2JZVpSBwPapGPqyWacpQsImzyRxSBOwBAotVnj5a8AgQEnN77ugUPUUdtHJ5Q5nUPmjtaDgHHSLsUpU6iP%2FwNyeZdk%2BPu%2BbplEGapfZ2DZj8NQSK40pRF52YySkB%2BDUrLAAPDv9TEELYf%2BDbPrf3IeOaGWNGWp1HeN%2FMLzQNYt0kiD2FP8Ld98lxmZppy3CmbUptUqvP9oDDAENLgQdMIHl%2BtEGOqUB%2FOVYXYpC0tAdETs%2BAehazeZeS0GYbX04xZKzBW%2FuLAaVLfHw6XapU2i5hOiE4%2BU6gWOk1zhO%2BSViKqDcNr9lVuOyBN71a2Mzqz1odVsXgl91V3frnQ3Gx2LyI%2F25V%2BcOpFbrUPtxEeyDca%2BLswm30FGDa771G1LgaVjELNu0kbH3rxkCgsYnGO%2FE9%2BB1MOGQ34LqM7xxR78w5sLJEtBOtzwA7qBh&X-Amz-Signature=c7c57658f70dec8cd2afbfcec99be3b5dd56986834042459a9c36ecbe2e1815f&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject)
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>10. Builds in-platform audiences (Paid Search, Paid Social, Email)</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1.
    <empty-block/>
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<details color="orange">
    <summary>11. Writes monthly progression plan via Pitch</summary>
    **Purpose** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    **Process** {color="orange_bg"}
    <empty-block/>
    1.
    <empty-block/>
    <empty-block/>
    **Pointers** {color="orange_bg"}
    <empty-block/>
    <empty-block/>
    <empty-block/>
    <empty-block/>
</details>
<empty-block/>
### 👋 Regular relationship management {color="orange"}
<empty-block/>
This is where we manage the day to day relationship, keep the client updated about what we’re working on, our insights and thoughts, and deliberate with clients on the next action items for the fulfilment teams. {color="orange"}
<empty-block/>
**Client + Team - ** {color="orange"}
1. Relationship Executive maintains async comms to progress projects {color="orange"}
	- Proactive
		- Monthly:
			- Strategy update
			- Weekly:
				- Share new creative previews
				- Share report snapshot with data storytelling
				- Share media buying reporting and change log
		- Reactive
			- All messages must receive answers within 24 hours
			- Responses should answer all questions and provide proactive advice
			- For questions Relationship Executive can’t answer, ask Relationship Manager (if regarding project management process) or project team (if regarding fulfilment)
			- For questions we can’t answer, share next steps and set time expectation for when a solution will be provided
	2. Relationship Executive preps agenda for calls, and prompts project team for input {color="orange"}
	3. Relationship Executive + Marketing Manager calls client {color="orange"}
		- Fortnightly:
			- Call regarding regular catch up
			- Every 6 months:
				- Call regarding next phase (aka upsell) - IRL meeting if client is in same country
	4. Is onboarded with access to client portal {color="orange"}
<empty-block/>
**Team -** {color="orange"}
1. Sends email with agenda and weekly updates 1 day before scheduled call {color="orange"}
2. Attends fortnightly meetings to discuss  {color="orange"}
3. After client meetings, send summary
	1. Always include a timeline for execution. Whether or not we hit the mark precisely, we need to be at least communicating aspirational timelines to clients as much as possible. Ideally we hit them or exceed them, and whenever we don’t, we proactively communicate a need for more time.
4. [edit: this is Operations meeting]
	- How everyone is
	- Performance for each account
	- Bottlenecks
	- Focus tasks for the week 
	- We require a written record of \\\">50% budget increases from the client\\
	- Project health
	- Sales pipeline
	- Troubleshooting challenges
	- Team capacity
	- Agency development
5. Processes invoices, flags payment issues {color="orange"}
6. Proactively builds and maintains client relationships
	1. Regular proactive talking points
	2. Frequent reactive talking points
	3. Incidents
		1. Frequently ignored messages or \\\">48h response times\\
			1. Escalate to Relationship Manager
			2. Relationship manager reviews the case with Relationship executive
			3. Relationship manager sends message to client, asking how they can help ensure messages get responses on time
		2. Changes in scope
		3. Challenge on service / fulfilment terms
		4. Unprofessional conduct
		5. Information requests
			1. Faults
			2. [page url="https://app.notion.com/p/80aec1616f454ff3a5104da04e9c8abb"]Client Services Examples[/page]
		3. Emergencies
			1. Website outage: pause ads, communicate with client, prepare to take advantage with [email](https://twitter.com/aaronorendorff/status/1724225401747345459/photo/1)
		4. At 3 month mark, get a case study and testimonial
			1. Send email
			2. Example:
				> Hi [CLIENT NAME]\\
				> Today as we round out our first 3 months of working together, we wanted to drop a general thank you for the opportunity to support [BUSINESS NAME]’s growth 🎉\\
				> As mentioned at the start of our engagement, we'd like to begin pulling together our case study reflecting back on the great work we've done together. \\\\
				> Can we confirm that we have your permission for such a case study and that you're open to providing a testimonial on the highlights?\\
				> We'd really appreciate it.\\
				> Many thanks,<br>Anthony
	<empty-block/>
**Client -** {color="orange"}
1. Client tasks: {color="orange"}
<details color="orange">
    <summary>Share content for customer experience</summary>
    - Articles, coverage and appearances in print, news sites, etc
    - Company anniversaries, milestones
    - Award nominations or wins
    - Monthly business recaps
    - Behind the scenes looks at parts of the company
    - Message from the CEO
    - Insight into the company's history
    - Important dates to keep in mind for the upcoming future
    - Specific aesthetics or aspirations that inspire the business
    - Employee / customer spotlights
    - Guest or influencer highlights
    - Product guides (care instructions, use cases)
    - FAQ's, advice columns
    - Surveys, polls and feedback
    - Testimonials from significant figures beyond regular reviews
    - Thank you to customers
    - Share new releases and product updates
    - Send birthday wishes
    - Giveaways and contests
    - Refer-a-friend schemes
    - Loyalty program invites
    - Stories and learnings
</details>
2. Managing and communicating about cashflow, freeing up budget for ads {color="orange"}
<empty-block/>
Pointers {color="orange"}
Respond within 1 hour with plans of action for all upset clients, but for anger vs disappointment in the stakeholder, frame comms a little differently.
Put more focus on explanations for angry clients, and more empathy for sad clients. [[source](https://link.mail.beehiiv.com/ss/c/u001.-qDUitLbKDpDrM9vo_1vBIGxqIWqYGcuEXbxQL-IQE1Y0Xywke_-gf5FPlQmwtT61_Lh_dbwJ1fRumTmgCgEdTJniaMW4MDjsu6SfMxs8OqnicI_uQfX6LvgB0hGK5Q_AgPPOP6KLLxqormo8MfU8Oe4fzM5xg3EG2sXCXUp6Ql39f6Q5nk8mB67UONQZbLbJ8xENdzGsJzo-7joQ03_FkVI_DJgIzedbALubg62tmFE3ApGpgYjKCbozItlaKUhNxFIgTVbI6e5Jex9cjxoehM9y3eg2hCcCAVPJURb4LEWaPik4qJloeplJUcyhWzrerG9cCsdna_H6vCMj_k9Fh8WgrhdI6u_fnC_IoSeKY9-8pBEsfI0F0jb1nLZTkGwY32occY2FyoD4YR3O29ygw/4ht/S5OhqBPYQO-Wspj08Bzn_g/h0/h001.jtBfHPzytUyFiDpP8EVpd_snj0OV1WFHX9vYoSwpgWo)\\\\]
<empty-block/>
## Deactivated Clients {color="orange"}
### 👋 Stopping a service {color="orange"}
<empty-block/>
Some clients will need to deactivate some or all services, hopefully only temporarily.  {color="orange"}
Here we amend our activity plans to accommodate this. {color="orange"}
<empty-block/>
**Client -** {color="orange"}
1. Requests to pause service(s) {color="orange"}
<empty-block/>
**Team - ** {color="orange"}
1. Pause ads activity {color="orange"}
2. Pause reporting {color="orange"}
3. Switch regular catch-ups to un-pause follow-ups {color="orange"}
4. Settles outstanding invoices {color="orange"}
5. Adjusts agency forecast and finance docs {color="orange"}
<empty-block/>
### 👋 Offboarding a client {color="orange"}
<empty-block/>
If a client needs to cancel working with us entirely, this is the process for removing them from our client list. {color="orange"}
<empty-block/>
**Client -** {color="orange"}
1. Hands in notice or cancels direct debit {color="orange"}
<empty-block/>
**Team - ** {color="orange"}
1. Agrees whether the client is worth keeping or not {color="orange"}
	- If yes:
		1. Schedules immediate call to understand main objections to staying, counters objections, get client to agree to a retention goal, i.e. ”What do you need to see to stay on?”
		2. If agrees to stay on:
			1. Writes plan on how to hit retention goal
			2. Shares plan with client
			3. Adds review to call agenda at end of notice
			4. Executes on plan!
		- If doesn’t agree to stay on:
			1. Completes any agreed outstanding work
			2. Finishes with the client amicably
2. Settles outstanding invoices {color="orange"}
3. Adjusts agency forecast and finance docs {color="orange"}
4. Handles up to 2.5 hours of requested handover {color="orange"}
<empty-block/>
<empty-block/>
<empty-block/>
<empty-block/>
**Back to: [SOP Wiki 🟡](https://app.notion.com/p/6cc8c2c653b742c2a078b1d8577ef191)** {color="gray_bg"}
<columns>
    <column>
        **Previous:** [SALES 🟡](https://app.notion.com/p/430af503c9c74e8b8caaace1e31c958b/) ** {color="green_bg"}
        **Next:** [FULFILMENT 🟡](https://app.notion.com/p/651648f9f4df4602a05cbec5264d059c/)  {color="red_bg"}
    </column>
    <column>
        <empty-block/>
    </column>
</columns>