RTS: what it is and how to present the results of Inbound Marketing projects to your clients
Find out what a Quarterly Success Meeting is, how to create a presentation and the best way to conduct it to generate more value for your services
After a lot of prospecting, making several briefings and meetings, the agency finally closes a new client. Define with the client the objectives, goals and deadlines and then carefully start the client’s planning. Personas are defined, surveys carried out, competition analysis, definition of strategies and actions and everything else that a good marketing planning requires.
With this rich material in hand, it’s time to put everything into practice. Producing your client’s first rich lead generation content took longer than it should have. It had to go through several approvals and after a lot of back and forth, it was finally ready and it was time to publicize it. The Landing Page is created after many tests and paid media and social media campaigns are being analyzed and produced.
Two months have passed and the client calls the agency with the following news: “we are going to launch a promotion tomorrow and we need the ads on the air in the morning with the media budget that had already been established”. With great difficulty in negotiating, as two months have passed and the agency “has not delivered anything”, the client’s order is promptly placed.
With little or no keyword study and no time for testing, the campaign is run with the best possible quality within the established timeframe. Considering the tight deadline, it is possible to infer that the quality of the campaign is impaired and the dissemination of rich content was left to next month’s budget.
Already a little dissatisfied with the result, the client calls the following month and informs him of a congress that he is going to attend, so he needs all the graphic material. And the next month it calls with another promotion and the next month and the next month…
After 6 months of several demands, the client informs that he does not wish to continue with the agency’s services, as nothing that was promised was delivered. The worst thing is that he is right, even if the “fault” is his. What you planned during the closing of the negotiation was not delivered.
Have you been through this?
This scenario is quite common and ends up with your agency’s productivity and profitability. That’s because all the time invested in planning and campaigns that never went live had a cost to be produced. In addition, the commercial team that was looking for a new client for the agency’s growth will now have the task of replacing the client and all the resources invested in that lost one.
The coming and going with demands that do not fulfill what was promised to the client is not only unproductive but also lost by not fulfilling the promise sold to the client.
Changing this scenario is not easy. It requires commitment, constant alignment with the customer, defined deliverables and focus on the customer’s objective .
That’s why, here at Digital Results, we seek to carry out Quarterly Success Reviews (RTS) with our customers and partners, as this way we are able to monitor not only their evolution, but also guide, maintain focus and commitment to deliveries, as well as to realign whenever necessary.
The use of RTS in your agency can increase the security of your business’ productivity, as it allows a clear follow-up, opportunity for feedback and realignment with a focus on results.
At Digital Results, we follow a methodology in which we evaluate results and draw up an action plan with goals and activities every quarter. This process allows us to validate achieved results, restructure projects and align our next actions.
And this is a model that your agency can adopt too! In this post, Blue World City will talk about how RTS can help your agency’s productivity and how you can create a presentation with the project results, leading the meeting with your client.
After all, what is RTS?
The Quarterly Success Review (RTS) is a formal review meeting, held in person or by videoconference between one or more decision makers at your client’s company and the person responsible at your agency.
The purpose of this meeting is to analyze the performance of the last period and discuss plans for the next quarter. In this way, a company uses its past to guide future planning and generate a forecast of its actions.
The agency’s service or Customer Success team can use the Quarterly Success Reviews as a practice to assess the client’s goal achievement with managers and use this time to strategize in order to work on future challenges and opportunities to have even more success.
It is essential that your agency proves to the client that it is delivering results and directly impacting their company, that is, generating revenue and new business. This reflects more success for your agency in the Inbound Marketing market.
Why do the Quarterly Success Review?
Clients don’t want to see vanity metrics, but rather business metrics, numbers that confirm that their company is doing well because of their agency.
When this happens, your agency becomes indispensable to the client’s business growth. Therefore, when the agency does not prove to be strategic, the client tends to compare it with other agencies in the market. This becomes one of the barriers that separate agencies that retain clients from those that lose them.
Therefore, RTS is the best opportunity to build commitment, responsibility and proximity to clients, in addition to focusing on the company’s current objectives and proving that your agency’s work is in fact being carried out successfully. So, some of the main reasons why RTS should be done are:
- Presentation of achieved results and definition of next steps;
- Alignment with customers on the project focus and the commitment of both parties to validations and delivery;
- Renewal of interest and permanence of customers with the agency;
- Strengthen the relationship between the agency and the client;
- Possibility of increasing the average ticket of the service offered ;
- Reinforce the benefit of the agency’s service in the client’s business;
- Create a point of contact for constant follow-up.
Every 3 months, the client must have received the results achieved in the period with a plan for realigning the objectives, setting clear goals and actions to be taken, as well as those responsible for each one of them. For the agency, it is very important to have this alignment with the client in relation to deliveries in a very clear way, so that everyone is in agreement with the established objective or with possible changes.
As a result, it is expected to generate a commitment on the validations that need to be done so that there is no delay in the delivery schedule. Therefore, it is important that everything that is done is documented, from the evolution of the work to proof of the value generated by the service deliveries.
By following these tips, your client will be more engaged in the project, which helps to achieve the objective and delivers with quality.
How to Do a Successful Quarterly Review
Now let’s get into step by step! Follow a Quarterly Success Review model that meets the requirements and expectations of your client and your business, making it clear what the agency is doing and why. In addition, it is important that your agency is able to generate value at this meeting, presenting results, aligning objectives and defining responsibilities.
It is worth emphasizing that the RTS is not a simple delivery of a report, but an executive meeting with the decision makers of the client’s company and those responsible at the agency. Therefore, it is extremely important that these people are participating and, if they cannot, it is preferable to reschedule the presentation.
To make the RTS, it is necessary to follow a few steps:
- Understand the customer’s current context;
- Making the diagnosis of the sales funnel;
- Analyze growth prospects;
- Present the results delivered up to the period and diagnosis;
- Remind the company’s current objective and set a new objective when necessary;
- Create clear goals ;
- Define an action plan;
- Perform monitoring constantly the targets.
And, to help you and your agency to carry out these steps, we recommend applying the methodology below, which has helped us to increase our results in RD, both internally and with our clients and partners.
1st step: context
At first, it is important to contextualize the customer about the scenario, explaining in which stage of the inbound strategy the company is, resuming the objective aligned in the period, the actions taken, the goals and the results achieved so far.
Inbound Marketing Methodology
Present the Inbound Marketing journey and its steps to the client, showing that there is a methodology to make things happen in an orderly manner. Showcase the client’s current milestone of success and the next milestones in the Growth Engine Methodology your agency will help you achieve.
Present all actions taken up to the period and clarify possible recent changes (in website, company, team, processes, employees, business model, products or services offered, for example). It is important to analyze the latest actions taken and understand if there was any factor that contributed or not to the achievement of the objectives of the last quarter.
Present the client with the current actions that are in progress and the results so far.
2nd stage: diagnosis
After understanding the current state of the client and analyzing the prospects for growth, turn your attention to the goals of the moment, as they are the decisive factor for your planning. This is the point of presenting the diagnosis to the client to validate that the analysis makes sense and review the objectives and needs for the next quarter.
In addition, to be more effective, as already highlighted, it is important that your client’s decision makers participate in the RTS, in order to better align their goals and expectations.
Marketing funnel analysis
To start planning, you must first look at the current panorama of the Marketing Funnel and analyze it carefully.
To make it easier, start with the macro and then go to the micro. The Sales Funnel rates are the most important metrics to the business of the customer, so start by them. Analyze each step of the funnel and define where the main bottleneck is working (visitors, leads, opportunities or customers?).
Visually demonstrate the project’s evolution and prove how the agency’s work is impacting the client’s business metrics. Therefore, remember to present the Return on Investment (ROI) for the client to realize that the actions invested in Digital Marketing are returning in the form of sales. For this calculation, have the value of the customer’s average product or service ticket and the number of sales in the current funnel.
3rd stage: action plan
The next steps will take place during the RTS meeting. This is the time to discuss with decision makers the company’s focus for the next 3 months and set a new objective, if necessary. It is also the time to set goals, planned actions with those responsible for deliveries and deadlines. At the RTS meeting, raise some questions with your client:
- What is the current objective with Digital Marketing?
- What is the company’s growth prospects and the funnel numbers? Is this growth possible? What funnel conversion rates are being presented by the segment?
- Are you going to launch a new product or service? What will be the main focus?
- Do you have a budget to invest in other actions? How much? Will the team grow?
- Do you have time available to perform the actions defined in the RTS?
After raising questions related to your client’s business, validate the priorities for the next quarter and set goals to achieve the established objective.
Definition of the action plan
Based on the customer’s diagnosis, with the identified bottlenecks and defined goals, it is time to choose the solutions. Each customer has their needs and it is important to understand the priorities in order to outline the actions that contribute to achieving the current objective.
For the purposes of definitions, targets and actions, remember that the goals are the purposes that your client wants to achieve a more comprehensive and direct way. Examples: increase sales, be a reference in the segment, etc. Goals, on the other hand, are the quantification of objectives, mainly in terms of value and deadline.
To help you define goals in a structured way, there is a method called SMART, based on 5 pillars:
- S (specific/specific): the goal must be specific, clear and without double interpretation, as in the example “have a monthly revenue of X thousand reais in 12 months” or, “increase the email open rate by 30 % in 3 months“;
- M (measurable/measurable): it is necessary to have indicators that allow you to know if you are moving towards the goals, through quantitative measurements of the results;
- A (achievable/attainable): goals can and should be challenging, as this makes you go out of your comfort zone and exceed your limits, but they cannot be impossible to achieve within the established period;
- R (relevant/relevant): the goal needs to be challenging and fully related to the objective in order to be achieved;
- T (time-based/timetable): having a deadline to execute the goals causes them to be prioritized and become the focus of actions. So, even if you have a lot of time to catch up, limit that time and police yourself to make sure you don’t overtake it.
Once the objectives and goals have been defined, the next step is to create an action plan, that is, what your agency and the client will do in practice to achieve what they are looking for. An action plan can consist of few or many actions, but that is not what will guarantee success, but the impact of these actions on goals and indicators.
Here, the deliveries by the agency and the client are aligned, the responsible for each delivery is defined and the deadlines within the next quarter are stipulated.
Before concluding the RTS meeting, review the points discussed with the client and formalize the planning, forwarding the defined action plan to the decision-makers.
In addition, monitor the action plan drawn up with those responsible so that deliveries happen on time. For this, it is important to have metrics to monitor the situation and maintain a proactive attitude when these are low, to understand what the current situation of the customer is and what may be happening.
Optimize your process
Now that you know our methodology, it’s time to put it into practice ! From the RTS model that is created, perform optimizations to present your customers with information that makes sense for their reality. Always try to keep in mind that this process is essential to strengthen your relationship and generate value for the service you are providing. This is reflected in satisfied customers and long-term contracts.
Find out what a Quarterly Success Meeting is, how to create a presentation and the best way to conduct it to generate more value for your services After a lot of prospecting, making several briefings and meetings, the agency finally closes a new client. Define with the client the objectives, goals and deadlines and then carefully…