Checklists
Lists of essential questions and answers
Marketing the agency brand
January 4, 2012 | Author: Ignition
Instead of the standard business development and prospecting techniques, are you employing more effective ways of marketing your agency brand? Here’s a list of the things your firm should be doing.
A Declaration of Value
October 21, 2011 | Author: Ignition
If you accept the premise that your firm sells the value it creates rather than the hours that it works, your goal is to commit your senior team to the following “Declaration of Value.”
Potential Agency Services
August 29, 2011 | Author: Ignition
The list of services that agencies could provide is a long one. But based on the fact that you can’t be good at everything, it’s essential to decide which of these services are (or could be) core competencies. A core competency is different from a “capability.” Having a capability simply means that you are capable of delivering the service. A competency, on the other hand, is a capability that you can deliver consistently at the highest standard of excellence.
Effective New Associate Orientations
August 29, 2011 | Author: Ignition
Some agencies actually claim to be proud of their “sink or swim culture,” meaning either employees figure things out on their own or they leave. That’s obviously no way to run a professional knowledge firm, where a well-informed, well-trained associate can add tremendous value to the firm. An effective orientation program for new associates can also help the firm avoid missteps and mistakes that often results from people not being trained in the systems and structure of the organization.
How progressive is your firm when it comes to pricing?
July 19, 2011 | Author: Ignition
Using survey software, distribute this brief questionnaire to your management team to get a snapshot of where your firm stands on the pricing continuum. The more progressive you are, the lower the score.
Key Points: How Agencies Are Transforming for the Future
June 15, 2011 | Author: Ignition
The following is adapted from Ignition’s seminar “Agency 2.5: How Agencies Are Transformation for the Future...
Is your firm growing or declining?
February 24, 2011 | Author: Ignition
Over the past decade, Ignition has observed a set of factors that contribute to an agency’s growth as well as those that predict decline. This list can serve as a discussion checklist for a productive offsite planning session with senior managers.
Essential performance planning questions
January 10, 2011 | Author: Ignition
Performance reviews are not about the form. They are not about checkmarks or ratings. They’re about helping your associates reinforce their sense of achievement with the organization, and this is best done through a series of open-ended questions that focus on strengths and contributions.
Uncovering lost revenue opportunities
January 3, 2011 | Author: Ignition
It’s a popular belief among agency executives that the best opportunity for new business is among current clients. Sometimes that can take the form of new projects and assignments, but sometimes it can just mean doing a better job of capturing the income opportunities you already have.
Factors in valuing agencies
November 29, 2010 | Author: Ignition
When owners and managers of marketing communications firms are presented with the opportunity of merging, acquiring, or selling, here are some of the key factors to be considered and reviewed.
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