One of the most helpful meetings that I have weekly
is our product meeting where we go through,
with the production team, every account
and see the current status and try to catch any
issues before they turn into a lost deal.
The reason we implemented a meeting like this
is to decrease our churn rate.
Early on in the business, one of the first mistakes
we made was not measuring everything accurately.
We would think we were doing good and then all
of a sudden, let's say two or three months in,
we'd have an uncomfortable conversation and
the client would leave or they'd ask for a huge refund
and we realized the reason why that was is because
we weren't accurately tracking how much work
we were doing, the results we were getting,
and that sort of thing.
So we invented this doc and here is the doc.
I'll show you right now.
This is what in the four disciplines of execution
book would be described as a coach's scoreboard,
a player's scoreboard is the other side of it and
that's what we've created for the outreach team.
I'll link to the other video that goes through
that down below, but this is the coach's scoreboard.
So the idea of this doc is to give a quick snapshot
of your entire business, of our entire business,
how we're doing, and we can run through this
quickly in one meeting.
So here's the document,
If you look over on the left, you'll see all the
client names listed and they're all in different colors.
Those colors relate to the status of the account.
Right now we have four colors.
Red, which is the worst.
Yellow, meaning it needs work.
Green, meaning we're on track.
And super green, meaning we're ahead of schedule.
After that, we list the services and the team
members assigned to each service.
For this top client, they're getting two times
cold calling, one directory person, and one PPC.
For production, when people are on large retainers
with us, we do a 10x revenue guarantee,
which means we'll guarantee they make
at least ten times the revenue that
they're spending with us within one year.
That 10x revenue guarantee, our base package buys
about four services.
So we shift those depending on where we think the
client would get the most value.
Here, it's cold calling, directories, and PPC,
and for each one of these, we have a comment
with the team members assigned to each account.
That helps keep our project managers on track.
The next column is meeting status,
and this one's fairly important 'cause this
influences the colors.
Since we sell lead generation, we found that the
easiest way to measure whether an ROI is
immanent, is coming, is the number of meetings
that we've booked versus the number of meetings
we have to book so far, and then,
let me break down what these numbers mean.
So this first number is the current
number of meetings on the calendar.
This second number are the number of leads
in progress that are probably gonna turn into meetings.
This number is the amount of meetings we should
have by now in the contract, and then this number is
the total number of meetings for the contract.
You'll see this client is yellow because
we've booked 12 of the 18 meetings,
so we're slightly off track here.
That's why the yellow.
This account is on track.
They're green.
They're not super green, 'cause it's nine out of the 11
meetings total, and then this account is super green
because we've booked seven of the four meetings
we're supposed to.
So they're at about twice where they need to be.
This second number is meetings in progress.
This is when somebody's going back and forth
in the inbox but hasn't booked yet,
and you can see from the lead number for all of
these that we're confident we're gonna hit it.
This number here, the total number of meetings
we need to have so far, is updated every week
based on where we are in the contracted period.
This next tab is the current monthly retainer tab.
This shows us how much each client is paying us per month,
and this is the predicted monthly retainer,
where we predict in the next month how much
is this retainer gonna go to.
Some of these are zero because it's a three to six
month engagement that's contracted that's ending.
Some of them are increasing, like this client is
increasing 'cause we feel like we could upsell them,
and then some stay the same because the contract is
still going.
This tab is the goal retainer, where we think we
can get the account to in six months,
and then the distance to goal is the
goal retainer minus the predicted monthly retainer.
All of this is added up to our current MRR
which shows how much money we're making each month,
and then our predicted MRR is adding all
of these predicted monthly retainers.
So I changed some of these numbers.
These aren't the real numbers for our company,
but if this were the case, 66 going down from 68
means we need to at least close another
retainer to stay the same, and then our goal
for the business by the end of the year is to
get to two hundred thousand dollars a month
in MMR, so I have this distance to goal here,
and it's basically two hundred thousand dollars
minus what our current monthly retainer is.
In terms of having production update this,
I have them send me daily updates whenever a
client gets to either yellow or red.
I'm on top of it daily.
The green and the super green accounts, we're watching,
but we're not too worried about those if
they're hitting their numbers, and the color coding
system is a very easy way to see what's going
on at a glance with the account.
If you wanna take a look at this doc,
check out the description below.
I've got that for you.
If you like this type of video,
feel free to like it to encourage this
type of content on YouTube.
Subscribe for more B2B sales training and if you
need marketing support for your digital agency,
check out experiment27.com.
Thanks.
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