How to strategically segment your agency's client base

Tuesday, April 18, 2023 | www.rockitresults.com

A Strategic Approach to Clients


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?


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?


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

Get Ready for Liftoff!The Right Answer is…


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


Step 1: Group Survey

RECEPTIVENESS


Step 2: Chart the Clients

RECEPTIVENESS


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?

FocusNavigate

Retain Experiment


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.

For More, ContactMatt [email protected]

mailto:[email protected]

How to strategically segment your agency's client base

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