Mair as performance perspective

8/9/2019 Mair as performance perspective

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THE PERFORMANCE

PERSPECTIVE

Aligning Teams & KPIs in Todays Digital Landscape

Written by Maira Grylli, Analytics and Technology Analyst


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To understand

how changes in digital have impactedclient and agency alignment, Performics

interviewed internal teams with the

greatest successes in achieving client

objectives.

After studying these teams, we

discovered four common elementsassociated with team alignment, and

three associated with KPI alignment.


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TEAM ALIGNMEN


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Team structure & client mapping

All successful agency teams mimicked the clients team

structure in terms of expertise and function. Specifically,for every contact on the client side (e.g. Brand Analytics

Manager), there was at least one lead contact person on

the agency side (e.g. Marketing Analyst).

Agency teams with direct analytics points-of-contact

working with the client-side analytics leads helped driveinnovative strategies, bring further understanding to the

client about cutting edge technologies and supportingcomplex measurement initiatives.

RECOMMENDATION

Agencies should build flexible teams that can shift asclients needs change. Hire analytics experts with a

consulting background and integrate them in clientdiscussions to provide thought leadership and sharecase studies on measurement strategies, data solutions

and more sophisticated analytical approaches to day-

to-day issues.


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Balancing PERSONALITIES

Agency teams that consist of thinkers, feelers and doers

show stronger performance. Thinkers help move thebusiness forward, feelers sustain client relationships and

doers execute on client initiatives. Balanced teams prove

to provide more holistic services and strategies and hold

stronger relationships with clients.

RECOMMENDATION

Agencies should consider personalities during

interviewing. Existing employees should take personalitytests to better understand how they contribute to theirteam to help drive more thought leadership and flawless

execution.


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DEFINING COMMUNICATION CADENCE

Regular in-person meetings are crucial to building strong

relationships. In addition, agency teams that meet inperson with the client are more likely to be involved in

internal business discussions and consult on strategies tomove the business forward.

RECOMMENDATION

Agency teams should set up weekly in-person meetingswith day-to-day contacts and monthly meetings with

key client stakeholders.

And TOPIC AREAS AT EACH LEVEL


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Shared learning agendas

Agency teams that are willing to limit their internalmeetings and spend more time creating great prioritylists with achievable deadlines are far more efficient than

other teams.

RECOMMENDATION

Agency teams should set up objective-driven meetingswhich will enable them to limit unnecessary internalmeetings. Internal team members should be flexible on

deadlines based on client feedback and needs.

for the client & agency


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KPI ALIGNMENT


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BUSINESS OBJECTIVE FOR THE CLIENT & AGENCY

Clear objectives, tied with strong KPIs that merge channel

specific numbers with CRM metrics, help agency teamsoptimize program efficiencies on a larger and moreefficient scale.

RECOMMENDATION

Create channel-specific focus areas with goals and

objectives agreed upon with the client. Agency teamsshould work towards gaining access to down-funneldata to optimize the program against back-end metricsas well as better understand client goals.

MARKETING KPISTO MEASURE PERFORMANCE


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REPORTING ALIGNED WITH STAKEHOLDERS/KPIS

Many times, agencies can fall into a reporting trap,

where they assume that the more reports being sent tothe client, the better. Multiple reports can muddy watersand actually slow down performance. Reporting volume

is not important, quality and audience orientation is the

key. Agency teams that automate and create customizedreports for different levels of client contact reach clearerunderstandings of program objectives and produce

better action items.

RECOMMENDATION

Agency teams should produce daily and weekly reports

with action items for the day-to-day contacts and amonthly report for key stakeholders. Action items andmetrics should mirror the clients main internal

objectives.

DESIGNED FOR INSIGHT AND ACTION


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Agencies win when clients win

Agency teams help clients break down brand silos.

Agencies that work with clients with complexorganizational structures or multiple lines of business

may face communication and efficiency challenges.

Agencies should collaborate with clients to break downsilos to better understand consumers, execute onmarketing strategies and enhance conversations within

internal business units.

RECOMMENDATION

Agency teams should focus on overarching digitalmarketing strategies that help support the clients

business as a whole.


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seven elements of success should be adopted into all greater digitalmarketing strategies. As the digital environment and consumer

continue to evolve, agency and client flexibility is key to aligning and

meeting business objectives. For more information on Performics,please visit us at www.performics.com. !"# %"#& '()"#%*+"( "(

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