9. 49% of marketers report they will
consolidate or change agencies over
the next 12 months. another 15% aren’t sure.
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
10. only 36% of marketers are firmly committed
to their agency relationships.
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
11. Churn Factors
agency side
‣ Over promise and under deliver ‣ Financial instability
‣ Focus on outputs, not outcomes ‣ Stretched too thin
‣ Talent turnover ‣ Stagnant business model
‣ Weak processes ‣ Siloed services
@PaulRoetzer
#Inbound12
12. Churn Factors
client side
‣ Unrealistic expectations ‣ Short-term focus
‣ Weak foundation ‣ Marketing technology utilization
‣ Poor management ‣ Conservative business practices
‣ Lack of vision ‣ Sales/marketing team strength
‣ Bad product ‣ Personnel changes
‣ Financial instability ‣ Merges & acquisitions
@PaulRoetzer
#Inbound12
13. the cost of bad relationships
‣ Agency resources (people, time, money)
‣ Opportunity lost
‣ Financial pains
‣ Loyal account neglect
‣ Mental health (of employees, leaders)
‣ Employee burnout and turnover
‣ False foundation (The Red Zone)
@PaulRoetzer
#Inbound12
14. The Red Zone
monitor and grade client portfolio health
45% of recurring revenue is at risk to churn
@PaulRoetzer
#Inbound12
15. Choose the Right Clients
‣ Commit to prospects who value your people, time and energy.
‣ Watch for red flags.
‣ Trust your instinct.
‣ Be willing to walk away.
‣ Take a more sophisticated approach to sales.
@PaulRoetzer
#Inbound12
20. challenges with the current process
‣ Time intensive
‣ Requires high-level personnel to analyze
‣ Lacks scoring system and visualizations
‣ Not a true assessment of success potential
‣ Fails to properly set expectations
‣ Not scalable
@PaulRoetzer
#Inbound12
21. A More Intelligent Process & Platform
subjective analysis. assessment scoring. automated recommendations.
‣ Assess business and marketing strengths.
‣ Forecast potential for success.
‣ Build an integrated marketing strategy.
‣ Connect actions with KPIs and audiences.
‣ Determine talent needs and team structure.
‣ Forecast agency services costs.
‣ Allocate resources — time and money.
22. Net Marketing Score
Every element of an organization, as it relates to marketing,
can be divided into: assets, neutrals and escalators .
@NMScore
#Inbound12
23. Net Marketing Score
By evaluating and scoring these elements, an organization can devise
marketing strategies ; allocate the time, money and talent ;
and adapt resources and priorities based on performance.
24. Net Marketing Score: Model
Marketing Manager Section NMS = 62%
@NMScore
#Inbound12
32. 80% of chief marketing officers think
integrated services will increase in
importance over the next five years, according to a
study by The Horn Group and Kelton Research.
@PaulRoetzer
#Inbound12
33. however, in the same study, 60% of CMOs
indicated that they are unable to find an
integrated firm to meet those needs.
@PaulRoetzer
#Inbound12
34. only 9 percent of senior marketers believe traditional ad
agencies are doing a good job of evolving and
extending their service capabilities in the
digital age.
that means 91 percent are not!
Source: The Chief Marketing (CMO) Councilreport More Gain, Less Strain.
35. “There’s an underlying level of frustration among senior
corporate marketers worldwide when it comes to agency
contributions to business value creation,
strategic thinking, and digital marketing
development.”
— Donovan Neale-May, Executive Director, CMO Council
@PaulRoetzer
#Inbound12
36. The New Marketing Services Mix
‣ Search ‣ PR
‣ Social ‣ Digital advertising
‣ Content ‣ Email
‣ Web ‣ Analytics
‣ Mobile ‣ Tech integration
‣ Brand ‣ App development
39. 52% of senior marketers do not have a formal scorecard for
rating agency performance on an annual basis.
Source: The Chief Marketing (CMO) Council report More Gain, Less Strain.
42. Client Services Series:
The Case of a Hypothetical B2B Account
(Coming in October 2012)
‣ Session 1: The Marketing Assessment
‣ Session 2: The Scorecard
‣ Session 3: The GamePlan
‣ Session 4: The Honeymoon (Q1)
‣ Session 5: The Reality (Q2)
‣ Session 6: The Tipping Point (Q3)
‣ Session 7: The Renewal (Q4)
@PaulRoetzer
promo code: inbound15 #Inbound12