Getting Paid for All Your Work: Methods to Take Back More Control
Clients are coming through a period of re-evauating their entire marketing strategy. Pent up need is now driving more active marketing efforts. These tend to be smaller projects – but faster-moving, as clients are desperate to return to growth.
At the same time, clients are looking to cut costs, while conducting exploratory work, trying to navigate the current market conditions.
Scope creep will continue to increase significantly.
This interactive series will outline new methods your teams can put into practice overcome these challenges – increasing the efficiency of your client projects and ensuring you get paid for all the work you provide.
MULTI SESSION WEBINAR
Tuesday, December 01
1:00 - 2:00pm EST
As you know, agencies waste a tremendous amount of their resources by executing projects that don't deliver what the client really wanted. Often, a little more clarity is provided after the first round of work. As a result, the agency produces far too many rounds of profit-draining work in an attempt to get it right. Meanwhile, the client questions the agency's effectiveness.
This is all compounded with the current uncertainties of the market and consumers. Clients aren't as confident in what they need right now. As a result, they're sometimes providing project requests that are even more vague — just to have work to react to.
In this session, we'll address how this can all be preempted with several steps at the outset of every single client request. Step-by-step, we'll cover new and simple procedures you can put in place to more effectively align with your clients, provide strategic council and increase your speed, efficiency and profitability.
Tuesday, December 08
1:00 - 2:00pm EST
The agency Master Services Agreement makes or breaks the profitability of every account. However, clients are making new demands and inserting clauses that limit your ability to grow the agency, increase your risk, and prevent you from being fairly compensated for your work. And for every account without an MSA, there are no clear boundaries at all.
When combined with the need for agency flexibility – as clients optimize their marketing in real time – the challenges increase. Clients need agencies to be nimble, but this often results in extreme scope creep.
This session will address simple changes to your MSAs and scope creep strategies that will begin transforming margins on your accounts. In fact, when you proactively address these issues, they become a revenue growth opportunity for the agency.
Tuesday, December 15
1:00 - 2:00pm EST
On a daily basis, client estimates and proposals are the most important documents to leave the agency.
Whether or not you have an MSA in place, client estimates and proposals determine the profitability for every project the agency delivers. When they're poorly written and vague, the agency sets itself up for extreme scope creep, low margins and no ability to defend the fees. Further, lacking the skills to defend and negotiate the proposed fees, agency teams become even less effective.
This session will address new and straightforward methods to increase the effectiveness of your day-to-day estimates, proposals and negotiations – with the goal of getting paid for all the work that you provide. Updated for the 2020 market conditions, you'll apply new best-practices to immediately begin increasing your fees.
Who Should Attend?
This training is designed for those in account management. While there is more of a focus for mid-level and senior account team members, those who are more junior will also benefit from the training. There is a particular emphasis on those that play (or will play) a role in driving the growth of any roster clients.
About the Instructor
Director, Agency Growth Strategy
Nadine Tull is Director of Agency Growth Strategy at Mirren. She specializes in training senior teams how to more aggressively – and more methodically – generate organic growth and new business.
In her agency career, Nadine was a force in account management. She worked to establish a partnership with her clients, providing a level of strategic counsel that was focused on growing their business – and the agency’s. In fact, she believes that clients are looking for proactive business partners who lean in hard and don’t just passively take orders. It is essential to frame every aspect of the agency’s work through this lens.
Nadine spent the majority of her agency career in Los Angeles, playing a leading role on retail powerhouse clients that included Taco Bell and T-Mobile. She then moved to the WPP agency, Cole & Weber Seattle, to lead their largest accounts and run new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth for the client and agency. She expanded their digital ecosystem, grew the account scope, and successfully defended against a large competitive review, securing the business for six additional years.
Most at home in the center of it all, Nadine lives in downtown Seattle, placing her at the heart of the city’s theater, event and food scene.
Nadine can be reached here by email.